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Sex death-advertising

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Created in 2006 for BarCampRDU Sex and the Death of Advertising missed some things. Facebook was only 2 years old and Twitter wasn't even born yet.

Created in 2006 for BarCampRDU Sex and the Death of Advertising missed some things. Facebook was only 2 years old and Twitter wasn't even born yet.

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Transcript

  • 1. 05/28/11 BarCampRDU July 22, 2006
  • 2. Sex & The Death Of Advertising
    • Agenda
      • Part 1: State of Things
        • Who am I?
        • Is Advertising dead?
        • Who killed it?
        • Random ad thoughts.
      • Part 2: Identifying What’s Next?
        • Word of Mouth
        • Long Tails
        • Search Marketing
        • Purple Products
        • Random What’s Next Thoughts.
    05/28/11 BarCampRDU July 22, 2006
  • 3. Sex & Death of Advertising: Who Am I
    • Worked for one of the largest advertiser in the world.
    • Worked for a candy company with great brands.
    • Worked for a company that created a brand by advertising on other brands such as Coke and Pepsi.
    • Co-Founded a gift company that couldn’t afford advertising but received lots of free press and word of mouth.
    • Last 3-years Director of E-Commerce for a direct response company.
    05/28/11 BarCampRDU July 22, 2006
    • Procter & Gamble
    • M&M/Mars
    • The NutraSweet Company
    • Found Objects selling Magnetic Poetry Kit.
    • Sinclair Institute
  • 4. Why Sex & The Death of Advertising?
    • I work in direct response now, so wanted to get your attention.
    • Martin’s Theory
      • Advertising, or interruption based, non-permission, top down, push advertising is dead when marketers can’t use sex to gain attention and sell things anymore.
    05/28/11 BarCampRDU July 22, 2006 “ Food, sex, children and health are surefire attention grabbers.” - Attention Economy pg. 62
  • 5. Sex doesn’t work anymore = push advertising is dead. 05/28/11 BarCampRDU July 22, 2006
  • 6. What killed advertising….We Did…The World Did.
    • “ Today attention is the real currency of business and individuals.”
    • - The Attention Economy pg. 3
    05/28/11 BarCampRDU July 22, 2006
    • Previous generations = no attention deficit
      • No internet, 3 TV Stations, No cell phones
    • Now
      • Billions of web pages
      • 300,000 new books published last year worldwide
      • 18,000 magazines publishing 225 billion pages of content every year.
      • 87.2 billion pieces of direct mail in 1998 (more now).
      • Most of us process hundreds of email daily.
      • Cell phones.
  • 7. Death of Advertising
    • “ In other words its no longer sufficient to be a solid competent organization; you have to stir the brain cells – and the hearts – of your intended audience.”
    • - Attention Economy pg. 8
    05/28/11 BarCampRDU July 22, 2006 The average American is targeted by 3000 messages per day. That includes phone calls, e-mail, meetings, conversations. -- Data Smog by David Shenk
  • 8. Random Ad Thoughts
    • What has been your experience with your company’s advertising efforts lately?
    • Have you experienced a death in the ad family or is your company going strong?
    • Other random ad thoughts before we discuss what’s next?
    05/28/11 BarCampRDU July 22, 2006
  • 9. Part II: Identifying What’s Next: WOM
    • “ People find what they want not as much through advertising as through far more credible word-of-mouth from friends and colleagues.” - Gonzo Marketing pg. 12 * Word-of-mouth from highly influential “sneezers” and friends.
    05/28/11 BarCampRDU July 22, 2006
  • 10. Part II: Identifying What’s Next: Long Tails
    • “ However in Long Tail markets – where distribution is cheap and shelf space is plentiful – the safe bet is to assume that everything is going to be available.
    • As such, in Long Tail markets, the role of he filter then shifts from gatekeeper to advisor. Rather than predicting taste, post-filters such as Google measure it. - The Long Tail pg. 123 * Long Tails and Filters
    05/28/11 BarCampRDU July 22, 2006
  • 11. Part II: Identifying What’s Next: Purple Products
    • “ The new rule is: Create remarkable products that the right people seek out.”
    • Purple Cow, pg. 16
    • * Is it “purple” enough?
    05/28/11 BarCampRDU July 22, 2006
  • 12. Part II: Identifying What’s Next: Search Marketing
    • Paid Search = what will be the impact of P&G other major $$ advertisers as they flee unproductive channels (TV, Print)?
    • Organic search, will relevancy lose traction as more major companies realize the value of content plays? Is there a long tail for content? Will search marketing survive its own success? Is there something fundamentally different about pull marketing with key terms vs. push marketing with ads?
    05/28/11 BarCampRDU July 22, 2006
  • 13. Part II: Identifying What’s Next: Random Thoughts?
    • What other strategies and tactics will be part of “what’s next?”
    • If you had a new purple product burning a hole in your hand what would you do to create a market for it?
    05/28/11 BarCampRDU July 22, 2006
  • 14. Sex and the Death of Advertising: Contact Martin
    • Thanks for attending our BarCamp working session.
    • Martin can be reached via email at: [email_address] .
    05/28/11 BarCampRDU July 22, 2006

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