DI Y                   Self-Reliant AdvertisingBy Aaron Perrino                              DI Y
THIS IS A SAMPLING SPORT*                  Many of the ideas in this presentation are remixed from other great thinkers,  ...
THE ADVERTISING INDUSTRY NEEDS A KICK IN THE ASSIf we don’t evolve we will become doomed just like the music industry.    ...
WE’RE BECOMING IRRELEVANTMuch like record labels, agencies haven’t evolved enough and are too slow to                     ...
HIGHWAY ROBBERY Over the past 20 years the music industry has abused fans in the U.S withboth unnecessarily high CD prices...
WE’VE STOPPED DOING OUR JOB  Record label executives hired hipsters instead of real A&R agents. Theybecame more interested...
JAMMING ECONO Technological developments have made it possible for artists to circumventprofessional studios and create hi...
KILL THE “LET’S MAKE                                     NOVEMBER RAIN”                                        MENTALITY* ...
DIY ETHOSThe spirit of Punk Rock was that you didn’t have to know what you were doing to                                  ...
Everything was done with a DIY attitude and on a shoestring budget.                                                       ...
The internet today feels a lot like the early days of Punk.                                                              D...
EVERYONE IS A CREATIVE NOW   Technology has given us the tools to all be content creators.                                ...
In order to survive in the digital world as advertisers we need to approach our work                                 with ...
A “JUST GET IN THE VAN”  STYLE OF ADVERTISINGHard-Core and Punk bands in the eighties used to just get in their van and to...
WE NEED TO STOP THINKINGABOUT 360 DEGREE BRANDING     and think about 365 days a year marketing.                          ...
THE FIRST QUESTION   EVERYDAY SHOULD BEWhat can I do to make my brand famous on the internet today?                       ...
ACTING THEN MEASURING HAS BEEN  REPLACED BY LISTENING THEN          RESPONDINGAgencies should be like day traders in “Soci...
THE CONSUMER HAS CHANGED    "People consume content in order to create it."                                               ...
BRANDS NEED TO MAKE STUFF       CONSTANTLY   Creating content at scale requires becoming comfortable                discus...
OLD AGENCY: MAKE THE CLIENT HAPPYFUTURE AGENCY: MAKE THE CONSUMER HAPPY                  To the public all advertising is ...
BRANDS WHO UNDERSTAND THE   CULTURE OF THE WEB HAVE AN  ADVANTAGE IN THE CUSTOMER         RELATIONSHIPBeing a “Socially Ac...
BRANDS NEED TO FIGUREOUT WHAT THEY BELIEVE Then own those relevant conversations and topics in culture online.            ...
MODERN BRANDS NEEDTO ACTIVATE THEIR FANS    Community, Crowd Sourcing, and Collaboration                                  ...
BRANDS NEED TO INSPIRE Consumers want products of great value from brands with great values.                              ...
IT’S BREAKING THECYCLE OF PAID MEDIA   Ideas good enough to stand on their own.                                           ...
BANNERS ARE FOR APESCONTENT IS FOR HUMANSContent that inspires your fans to engage with your brand and gets them to       ...
OUR BRAND COULD         BE YOUR LIFEIt’s giving control to your consumers and letting them define the brand for you.       ...
BRANDS NEED TO BE THE BROKER   BETWEEN TECHNOLOGICALINNOVATION AND HUMAN NEEDS.Entrepreneurs are like the new creative dep...
WHA IS DI Y         T       ?DIY is a new ethos that helps brands unlock their creative potential helping create products ...
CROWD SURFINGIt’s developing a Social Strategy + Planning that works in complete unison to       create compelling sociall...
TABLATUREIt’s determining all the characteristics that make up the brand like tone of voice,    and it’s belief system to ...
INFLUENCED BY...    From a paid media standpoint instead of relying on the same old webproperties and media buys - It’s co...
BECOMING THE HEADLINER  We believe it’s not about getting Facebook fans or Twitter followers.              It’s about help...
WE FORMED A BRAND*                 New time constraints and technology have made it necessary to re-think the             ...
THE CREATIVE PROCESSCreate in the studio everyday reacting to culture, and consumers for clients tomake the most useful, i...
OUR MOTTO “Make stuff everyday”                         DI Y
3 CHORDS & THE TRUTHEvery brand should live in Beta improving, refining, and evolving over time.                           ...
A BOX SET EVERY YEARBrands should release ideas every week. What if your brand could create 50                    great th...
BRAND WANTEDDIY Advertising is definitely not right for every type of client. If the first thing youdo when approving a conc...
“WINNING” AT THE             INTERNETA renegade spirit is needed to make it in this post digital world. A place where    y...
FOR THOSE ABOUT TO   ROCK WE SALUTE YOUWe see DIY Advertising as the perfect opportunity for clients with budgets that a n...
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Transcript of "DIY Advertising"

  1. 1. DI Y Self-Reliant AdvertisingBy Aaron Perrino DI Y
  2. 2. THIS IS A SAMPLING SPORT* Many of the ideas in this presentation are remixed from other great thinkers, pontificators, and assassins of marketing to define a new “Active” way of thinking about branding.Public Enemy Reference Y’all DI Y
  3. 3. THE ADVERTISING INDUSTRY NEEDS A KICK IN THE ASSIf we don’t evolve we will become doomed just like the music industry. DI Y
  4. 4. WE’RE BECOMING IRRELEVANTMuch like record labels, agencies haven’t evolved enough and are too slow to react to our clients needs. Today it seems like every project in the pipeline is an exercise in smaller, cheaper, and faster. We need to be nimble. We need to be quick. DI Y
  5. 5. HIGHWAY ROBBERY Over the past 20 years the music industry has abused fans in the U.S withboth unnecessarily high CD prices and obscenely high concert ticket prices. There is no doubt that technology has cheapened the creative processimmensely, and as advertisers we need to revolutionize what the core of our business is. ( Hint... Ideas are the only real capital ) DI Y
  6. 6. WE’VE STOPPED DOING OUR JOB Record label executives hired hipsters instead of real A&R agents. Theybecame more interested in keeping their jobs and playing it safe than finding original talent to nurture and promote over the long haul. The ad world is swimming with “merchants of cool” who market to themselves instead of thinking about what the consumer wants or needs. DI Y
  7. 7. JAMMING ECONO Technological developments have made it possible for artists to circumventprofessional studios and create high-quality works themselves. Developments have given artists of all ages and abilities from across the globe, theopportunity to make their own films, records, or other content, and distribute it over the web. Guess what? The same is true for what we do. DI Y
  8. 8. KILL THE “LET’S MAKE NOVEMBER RAIN” MENTALITY* Thinking big is great, but the days of champagne wishes and caviar dreams are over. Google made the most popular Superbowl commercial and it cost little to nothing to make.* Thats a Guns n Roses reference DI Y
  9. 9. DIY ETHOSThe spirit of Punk Rock was that you didn’t have to know what you were doing to be in a band. DI Y
  10. 10. Everything was done with a DIY attitude and on a shoestring budget. DI Y
  11. 11. The internet today feels a lot like the early days of Punk. DI Y
  12. 12. EVERYONE IS A CREATIVE NOW Technology has given us the tools to all be content creators. DI Y
  13. 13. In order to survive in the digital world as advertisers we need to approach our work with this same attitude. DI Y
  14. 14. A “JUST GET IN THE VAN” STYLE OF ADVERTISINGHard-Core and Punk bands in the eighties used to just get in their van and tourplaying any house or space that wanted to hear their message. The internet isso fragmented, that as advertisers we need to actively bring our beliefs directly into consumers living rooms. DI Y
  15. 15. WE NEED TO STOP THINKINGABOUT 360 DEGREE BRANDING and think about 365 days a year marketing. DI Y
  16. 16. THE FIRST QUESTION EVERYDAY SHOULD BEWhat can I do to make my brand famous on the internet today? DI Y
  17. 17. ACTING THEN MEASURING HAS BEEN REPLACED BY LISTENING THEN RESPONDINGAgencies should be like day traders in “Social Emotion” tracking what consumers are saying online, and reacting to it in real time. DI Y
  18. 18. THE CONSUMER HAS CHANGED "People consume content in order to create it." DI Y
  19. 19. BRANDS NEED TO MAKE STUFF CONSTANTLY Creating content at scale requires becoming comfortable discussing a range of topics. DI Y
  20. 20. OLD AGENCY: MAKE THE CLIENT HAPPYFUTURE AGENCY: MAKE THE CONSUMER HAPPY To the public all advertising is spam. People like what interests them, and sometimes it’s an ad. DI Y
  21. 21. BRANDS WHO UNDERSTAND THE CULTURE OF THE WEB HAVE AN ADVANTAGE IN THE CUSTOMER RELATIONSHIPBeing a “Socially Active Brand” should be the core for every business. DI Y
  22. 22. BRANDS NEED TO FIGUREOUT WHAT THEY BELIEVE Then own those relevant conversations and topics in culture online. DI Y
  23. 23. MODERN BRANDS NEEDTO ACTIVATE THEIR FANS Community, Crowd Sourcing, and Collaboration DI Y
  24. 24. BRANDS NEED TO INSPIRE Consumers want products of great value from brands with great values. DI Y
  25. 25. IT’S BREAKING THECYCLE OF PAID MEDIA Ideas good enough to stand on their own. DI Y
  26. 26. BANNERS ARE FOR APESCONTENT IS FOR HUMANSContent that inspires your fans to engage with your brand and gets them to comment, share, and convert to a sale. DI Y
  27. 27. OUR BRAND COULD BE YOUR LIFEIt’s giving control to your consumers and letting them define the brand for you. ( FYI...They’ll do it whether you ask or not ) DI Y
  28. 28. BRANDS NEED TO BE THE BROKER BETWEEN TECHNOLOGICALINNOVATION AND HUMAN NEEDS.Entrepreneurs are like the new creative department and brands are the backers to new and interesting experiences for people. DI Y
  29. 29. WHA IS DI Y T ?DIY is a new ethos that helps brands unlock their creative potential helping create products and services that build relationships with customers and inspire fans to take action. DI Y
  30. 30. CROWD SURFINGIt’s developing a Social Strategy + Planning that works in complete unison to create compelling socially-driven user experiences for consumers. DI Y
  31. 31. TABLATUREIt’s determining all the characteristics that make up the brand like tone of voice, and it’s belief system to create a playbook from which we can play on the internet. DI Y
  32. 32. INFLUENCED BY... From a paid media standpoint instead of relying on the same old webproperties and media buys - It’s connecting, enabling, and partnering with thebest influencers, sites, and technologies to help build your brand’s awareness and cultural relevance on the web. DI Y
  33. 33. BECOMING THE HEADLINER We believe it’s not about getting Facebook fans or Twitter followers. It’s about helping your brand define culture. DI Y
  34. 34. WE FORMED A BRAND* New time constraints and technology have made it necessary to re-think the old creative equation. DIY teams are makers involving a Developer, Art Director, Copywriter, & Digital Strategist. They collaborate together to develop the ideas, tactics, and creative executions from start to finish eliminating the need and costs of producers, directors, and designers.Art Brut Reference DI Y
  35. 35. THE CREATIVE PROCESSCreate in the studio everyday reacting to culture, and consumers for clients tomake the most useful, inspiring, and interesting things for the internet to enjoy. DI Y
  36. 36. OUR MOTTO “Make stuff everyday” DI Y
  37. 37. 3 CHORDS & THE TRUTHEvery brand should live in Beta improving, refining, and evolving over time. DI Y
  38. 38. A BOX SET EVERY YEARBrands should release ideas every week. What if your brand could create 50 great things every year for its fans? Now that’s Active Branding! DI Y
  39. 39. BRAND WANTEDDIY Advertising is definitely not right for every type of client. If the first thing youdo when approving a concept from an agency is send it to your legal team it’s probably a sign you’re not ready to rock. DI Y
  40. 40. “WINNING” AT THE INTERNETA renegade spirit is needed to make it in this post digital world. A place where you are only as relevant as your last tweet, stunt, or update. One day it’s aCharlie Sheen the next day it’s Radiohead releasing a record. The attention and lifespan of the internet is fleeting at best. It’s an arm’s race of great ideas daily to win on the web. DIY is ready for the challenge. DI Y
  41. 41. FOR THOSE ABOUT TO ROCK WE SALUTE YOUWe see DIY Advertising as the perfect opportunity for clients with budgets that a normal agency could spend on a single execution. Taking a DIY approach“One Million Dollars” get’s you “$10 Million” worth of executable ideas. You just have to believe in your message and the audience you are trying to attract. DI Y

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