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

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

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    Purple Cow PR Course Purple Cow PR Course Presentation Transcript

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