Don Draper Is Dead - AMA-LA

527 views

Published on

My presentation for the Los Angeles chapter of the American MArketing Association event on April 11, 2013. It was a packed house - loads of fun!

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
527
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Don Draper Is Dead - AMA-LA

  1. 1. DON DRAPER !IS DEAD!BY!MICHAEL WEISS!AMA-LA!APRIL 11, 2013!
  2. 2. @mikepweiss  
  3. 3. WHAT KILLED HIM?!
  4. 4. ADVERTISING &!THE PITCH!
  5. 5. “ADVERTISING ISBASED ON ONE THING:HAPPINESS” – DON DRAPER!
  6. 6. THE PITCH WAS !THE FINAL STRAW!
  7. 7. ADVERTISING !
  8. 8. 3,000 MESSAGES PERDAY. THAT’S 3 TO 4 PERMINUTE.!
  9. 9. CONSUMER HAS BEENTAKING CONTROL VIACALLER ID, DVRS ANDSIRIUS.!
  10. 10. TV GUIDE SURVEY: 96%OF DVR VIEWERS SKIPCOMMERCIALS.!
  11. 11. TIME SHIFTED VIEWING!
  12. 12. INTERRUPTIVE!
  13. 13. MOVIE STUDIOSFOCUS ON OPENINGWEEKEND – ONLY.!
  14. 14. MERGED MEDIA!
  15. 15. PAID, OWNED &EARNED!
  16. 16. “THE CONSUMER ISPRESIDENT OF THENEW REPUBLIC.”!MEDIA 2015: THE FUTURE OF MEDIA!
  17. 17. BIG DATA!
  18. 18. “I NOTICE INCREASING RELUCTANCE ONTHE PART OF MARKETING EXECUTIVES TOUSE JUDGMENT; THEY ARE COMING TORELY TOO MUCH ON RESEARCH, AND THEYUSE IT AS A DRUNKARD USES A LAMP POSTFOR SUPPORT, RATHER THAN FORILLUMINATION.”–  DAVILD  OGILVY!
  19. 19. CONTENT STRATEGYIS KEY!
  20. 20. WHO, WHAT, HOW &!THEN WHERE!
  21. 21. THE PITCH!
  22. 22. SOURCE: CREOTIVO  
  23. 23. NEW FRONT LINE!
  24. 24. “EVERYONE IS CAPABLEOF BREAKING A SALE.”!ZIG ZIGLAR!
  25. 25. “ASSUME THAT YOURPROFESSIONAL LIFE AND YOURPERSONAL LIFE WILL MERGEONLINE REGARDLESS OF YOURCARE IN SEPARATING THEM” !FROM THE LOS ANGELES TIMES SOCIAL MEDIA POLICY!
  26. 26. EDUCATIONAL;INSPIRING;ENGAGING.!
  27. 27. BUYING A CAR!
  28. 28. PERMISSION BASEDMARKETING!
  29. 29. “CUSTOMERS NO LONGERSEPARATE MARKETINGFROM THE PRODUCT – IT ISTHE PRODUCT” !MCKINSLEY QUARTERLY JULY 2011!
  30. 30. “RATHER THAN ALLOW CAMPAIGNS TO BEDRIVEN BY PAID MEDIA, MARKETERS MUSTNOW DEVELOP SCALE AND EXPERTISE INOWNED AND EARNED MEDIA TO DRIVEEFFECTIVENESS, CULTIVATE CREATIVE IDEAS,ASSESS CUSTOMER NEEDS, AND CUTTHROUGHT THE CLUTTER.” !ALTIMETER GROUP JULY 2012!
  31. 31. DON DRAPER WASCONFINED AND ITKILLED HIM!

×