Purple Cow PR Course


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A presentation about the role of The Purple Cow in PR, inspired by Mr Seth Godin

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Purple Cow PR Course

  1. 1. Purple Cow Transform Your Business by Being Remarkable.. Seth Godin
  2. 3. The Purple Cow <ul><li>While a Black and White cow might be interesting after seeing hundreds in field after field you stop to notice them </li></ul><ul><li>If you saw a Purple Cow that would be interesting and you would notice and probably talk about it ..................... because it is different and Remarkable </li></ul><ul><li>Something Remarkable is worth talking about ........... new, exceptional, interesting (more of the same is just invisible) </li></ul>
  3. 4. The Changing Consumer <ul><li>TV- Industrial Era Consumer </li></ul><ul><li>Consumer demand influenced by heavyweight big budget advertising </li></ul><ul><li>Average products – generate demand through advertising </li></ul><ul><li>Post-Consumption Consumer </li></ul><ul><li>Consumers don’t really ‘need’ a whole pile </li></ul><ul><li>Savvy consumers </li></ul><ul><li>Attention span of satisfied consumers is less </li></ul><ul><li>To be noticed products must be Remarkable products </li></ul>
  4. 5. Product Cycle Innovators Early Adopters Laggards Challenge is to progress through the cycle Early & Late Majority
  5. 6. Advertising? <ul><li>It was easier to reach people before </li></ul><ul><li>The key was to drive products into the key volume stage of the product cycle </li></ul><ul><li>The ideal was to trigger the ’ idea virus ’ </li></ul><ul><li>Less mediainterests than now </li></ul><ul><li>It is now easier to switch channel now </li></ul><ul><li>People need less low – needs are satisfied </li></ul><ul><li>Poor attention span </li></ul><ul><li>Not working now as it did before </li></ul>
  6. 7. TV Industrial Age <ul><li>Before </li></ul><ul><li>Ordinary Products </li></ul><ul><li>Advertise to anyone </li></ul><ul><li>Fear of failure </li></ul><ul><li>Long product cycles </li></ul><ul><li>Small Changes </li></ul><ul><li>After </li></ul><ul><li>Remarkable Products </li></ul><ul><li>Advertise to Adopters </li></ul><ul><li>Fear of fear </li></ul><ul><li>Shortmedium cycles </li></ul><ul><li>Big Changes </li></ul>
  7. 8. It’s Safer to be Risky .... <ul><li>By being remarkable you will stand out , being safe does not achieve this </li></ul><ul><li>Advertising needs to be remarkable to be noticed </li></ul><ul><li>You need to engage with your audience in a credible way by creating stories – PR is the perfect vehicle for this </li></ul>
  8. 10. Possibilities: new thinking <ul><li>Instead of improving a product or service to satisfy standard behaviour can we look at a product for different behaviour </li></ul><ul><li>If your product or service is no longer remarkable reduce investment in it and concentrate on New Product Development </li></ul><ul><li>Stand out at every opportunity </li></ul>
  9. 11. Product Cycle Innovators Early Adopters Laggards Challenge is to progress through the cycle Early & Late Majority People who love new products, even who don’t need them, adopters would have more needs but willing to spend a premium Need to trust products and will rely on others experimenting 1 st – hard to get to these through advertising
  10. 12. Product Cycle Curve ? <ul><li>Must be remarkable to attract innovators and early adopters </li></ul><ul><li>Flexible enough and understood so that innovatorsadopters can spread word to the majority </li></ul><ul><li>Ideas that Spread , Win (Idea Virus = an idea that spreads) </li></ul><ul><li>Sneezers are the innovatorsadopters who are willing to ‘spread’ the news </li></ul><ul><ul><li>Would a slogan help them spread the news </li></ul></ul><ul><li>Target the relevant ‘niche’ is better that targeting the masses </li></ul>
  11. 13. Effect on Advertising Strategy <ul><li>Adverts to the masses is rarely the way to go – no budget will be sufficient </li></ul><ul><li>‘ Sniper’ specifically targeted adverts can be powerful – Google adwords are a key example </li></ul><ul><li>Advertise to sneezers with influence where possible </li></ul><ul><li>Differentiate your customers </li></ul><ul><ul><li>Target the profitable sector </li></ul></ul><ul><ul><li>Those who are the sneezers </li></ul></ul><ul><ul><li>Design remarkable adverts that will appeal to them </li></ul></ul>
  12. 14. Niche Targeting <ul><li>In a crowded marketplace that it is largely serviced it may be possible to identify a ‘niche’ that is largely un-serviced </li></ul><ul><li>Develop a productservice specifically for this niche </li></ul><ul><li>Market to the niche </li></ul>
  13. 15. The Problem with the Cow <ul><li>Fear – the purple cow is often rare because there is a fear of being different </li></ul><ul><li>Being remarkable means it is likely that many will not like it </li></ul><ul><li>Standing out can feel very risky </li></ul><ul><ul><li>Play it safe </li></ul></ul><ul><ul><li>Obey the rules </li></ul></ul><ul><ul><li>Follow the norms </li></ul></ul><ul><ul><li>Stay within the lines </li></ul></ul><ul><li>In tough times be risk averse </li></ul><ul><li>Avoid criticism </li></ul>
  14. 16. Purple Cows <ul><li>Movies: Blair Witch Project, My Big Fat Greek Wedding </li></ul><ul><li>TV: The Office </li></ul><ul><li>Media device: Sky Plus </li></ul><ul><li>Advertising: Hunky Dory’s </li></ul><ul><li>Politicians: Barack Obama </li></ul><ul><li>Weddings on Line: Weddingdates.ie </li></ul><ul><li>Coffee: Starbucks </li></ul><ul><li>Candles: Jo Malone </li></ul><ul><li>Hotels: Cork International Airport </li></ul><ul><li>Other ? </li></ul>
  15. 17. Benefits of the Purple Cow <ul><li>Fear has most playing it safe </li></ul><ul><li>Fewer Purple Cows out there ! </li></ul><ul><li>Fluid Marketplace </li></ul><ul><li>Rewards are greater </li></ul><ul><li>Milk the Cow – when established </li></ul><ul><li>Invent another cow immediately – risk again after ‘breakthrough’ </li></ul>
  16. 18. Role of PR <ul><li>Advertising is no longer reaching the target audience effectively </li></ul><ul><li>Innovators and Early Adopters can be reached effectively through PR </li></ul><ul><li>Editorial is generally believed and read more than adverts – multiplier x 4 </li></ul><ul><li>Remarkable products will generate talking points </li></ul>
  17. 19. Purple Cow Process ? <ul><li>No Rules </li></ul><ul><li>Go for the Edges </li></ul><ul><ul><li>Investigate all of them </li></ul></ul><ul><ul><li>Go for the profitable ones </li></ul></ul><ul><ul><li>Be too expensivecheapigsmallspicyloud </li></ul></ul><ul><ul><li>offensivecomplicatedsimple ..... too something </li></ul></ul><ul><li>Be Remarkableoutrageous </li></ul><ul><li>Leave the designers design (pick the right maverick) – don’t hinder or you will get the camel </li></ul><ul><li>Use sneezers for feedback </li></ul>
  18. 20. Summary <ul><li>Remarkable wins – The Purple Cow </li></ul><ul><li>Reduced role of advertising </li></ul><ul><li>Importance of innovators & early adopters </li></ul><ul><li>Importance of sneezers </li></ul><ul><li>Make it easy for sneezers - simplicity </li></ul><ul><li>Importance of PR </li></ul><ul><li>How to be remarkable? </li></ul>
  19. 21. Purple Cow: Seth Godin
  20. 22. Cork - (021) 4271234 Dublin – (01) 6336790 www.fuzion.ie