Your SlideShare is downloading. ×
  • Like
Your Ads are Shite!
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Your Ads are Shite!

  • 872 views
Published

Why are ads shite and go on unoticed? I've just finished reading Predatory Thinking by Dave Trott and put my thoughts (and his) into a bit of a digestable presentation deck.

Why are ads shite and go on unoticed? I've just finished reading Predatory Thinking by Dave Trott and put my thoughts (and his) into a bit of a digestable presentation deck.

Published in Education , Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
872
On SlideShare
0
From Embeds
0
Number of Embeds
5

Actions

Shares
Downloads
5
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Your  ads  are  shite!   @priteshpatel9  
  • 2. Before  we  begin   @priteshpatel9  
  • 3. I’m  no  ad  man  ok?   @priteshpatel9  
  • 4. I’m  no  ad  man  ok?     What  I  do  know  is  when  I  see  a  good  ad   @priteshpatel9  
  • 5. If  you  want  to  be  a  clever  marketer   @priteshpatel9  
  • 6. Go  buy  yourself  this  book   @priteshpatel9  
  • 7. Predatory  Thinking:  A  Masterclass  in  Out-­‐Thinking  the  CompeFFon   @priteshpatel9  
  • 8. And  read  it  3  6mes  in  a  row   @priteshpatel9  
  • 9. Ok  let’s  begin….   @priteshpatel9  
  • 10. 3  elements  of  what  makes  ads  work   @priteshpatel9  
  • 11. 1.   Impact   @priteshpatel9  
  • 12. 2.   CommunicaFon   @priteshpatel9  
  • 13. 3.   Persuasion   @priteshpatel9  
  • 14. Believe  it  or  not…when  you  put  the  3  elements  together  it  looks  like  this   @priteshpatel9  
  • 15. Impact   CommunicaFon   Persuasion   @priteshpatel9  
  • 16. Each  element  within  the  funnel  is  very  important   @priteshpatel9  
  • 17. 1.  Impact   @priteshpatel9  
  • 18. 1.  Impact   You’ve  goOa  get  noFced.       @priteshpatel9  
  • 19. 1.  Impact   You’ve  goOa  get  noFced.       There’s  far  too  much  noise  and  crappy  adverFsing  out  there.   @priteshpatel9  
  • 20. 1.  Impact   You’ve  goOa  get  noFced.       There’s  far  too  much  noise  and  crappy  adverFsing  out  there.     But  then  there’s  too  many  marketers  f**king  about  at  this  bit   @priteshpatel9  
  • 21. 2.  Communica6on   @priteshpatel9  
  • 22. 2.  Communica6on   WTF  is  it  you’re  trying  to  tell  me?     @priteshpatel9  
  • 23. 2.  Communica6on   WTF  is  it  you’re  trying  to  tell  me?       Simplify  the  message   @priteshpatel9  
  • 24. 2.  Communica6on   WTF  is  it  you’re  trying  to  tell  me?       Simplify  the  message   “if  you  can’t  explain  it  simply,  then  you  haven’t   understood  it  well  enough”   @priteshpatel9  
  • 25. 3.  Persuasion   @priteshpatel9  
  • 26. 3.  Persuasion   What’s  in  it  for  me?  Seriously.       @priteshpatel9  
  • 27. 3.  Persuasion   What’s  in  it  for  me?  Seriously.       How  is  what  you’re  telling  me  going  to  benefit  me  in  anyway  whatsoever?   @priteshpatel9  
  • 28. Impact   CommunicaFon   Persuasion   @priteshpatel9  
  • 29. Impact   90%  fail  at  this  stage   CommunicaFon   Persuasion   @priteshpatel9  
  • 30. Impact   90%  fail  at  this  stage   CommunicaFon   Most  marketers   measure  success  on   this  bit   Persuasion   @priteshpatel9  
  • 31. Impact   90%  fail  at  this  stage   CommunicaFon   And  don’t  simplify   this  bit   Most  marketers   measure  success  on   this  bit   Persuasion   @priteshpatel9  
  • 32. Impact   90%  fail  at  this  stage   CommunicaFon   And  don’t  simplify   this  bit   Most  marketers   measure  success  on   this  bit   Persuasion   And  don’t  even  think  about   the  value  proposiFon   @priteshpatel9  
  • 33. Impact   90%  fail  at  this  stage   CommunicaFon   And  don’t  simplify   this  bit   And  don’t  even  think  about   the  value  proposiFon   Most  marketers   measure  success  on   this  bit   Persuasion   Success  ought  to  be  measured   here  (clue:  outcomes)   @priteshpatel9  
  • 34. Impact   CommunicaFon   Persuasion   @priteshpatel9  
  • 35. Impact   CommunicaFon   Persuasion   If  you  don’t  get  past  impact,  you  don’t  get  to  communicaFon  or  persuasion!     @priteshpatel9  
  • 36. Real  World  Example   @priteshpatel9  
  • 37. Real  World  Example   You’ve  all  done  this  at  some  point  too   @priteshpatel9  
  • 38. Real  World  Example   You’ve  all  done  this  at  some  point  too   This  example  demonstrates  it  happens  everyday  in  the  real  world   @priteshpatel9  
  • 39. Real  World  Example   You’ve  all  done  this  at  some  point  too   This  example  demonstrates  it  happens  everyday  in  the  real  world   Honest  a)ribu.on:   @davetroO  gave  this  example  &  I  just   stole  it  but  it’s  probably  the  best   example  there  is.   @priteshpatel9  
  • 40. Ey  up  love!   @priteshpatel9  
  • 41. Ey  up  love!   Impact  (you’re  on  the  radar)   @priteshpatel9  
  • 42. Ey  up  love!   Impact  (you’re  on  the  radar)   Make  us  a  cuppa   tea  please?   @priteshpatel9  
  • 43. Ey  up  love!   Make  us  a  cuppa   tea  please?   Impact  (you’re  on  the  radar)   Communica6ng  your  offer   @priteshpatel9  
  • 44. Ey  up  love!   Make  us  a  cuppa   tea  please?   Impact  (you’re  on  the  radar)   Communica6ng  your  offer   Your  OH  has  a   choice  here.       He/she  could  say  no   @priteshpatel9  
  • 45. Ey  up  love!   Make  us  a  cuppa   tea  please?   Impact  (you’re  on  the  radar)   Communica6ng  your  offer   But  you   come  back   with…..   @priteshpatel9  
  • 46. Ey  up  love!   Make  us  a  cuppa   tea  please?   Impact  (you’re  on  the  radar)   Communica6ng  your  offer   If  you  make  me  a   cuppa,  I’ll  take  the   bins  out   @priteshpatel9  
  • 47. Ey  up  love!   Impact  (you’re  on  the  radar)   Make  us  a  cuppa   tea  please?   Communica6ng  your  offer   If  you  make  me  a   cuppa,  I’ll  take  the   bins  out   Persuasion  (what’s  in  it  for  me?)   @priteshpatel9  
  • 48. Seriously….   @priteshpatel9  
  • 49. How  f**king   obvious  was  that?   @priteshpatel9  
  • 50. Now….   @priteshpatel9  
  • 51. Get  your  last  print  ad  or  any  other  creaFve  piece  out   @priteshpatel9  
  • 52. And  use  the  funnel  against  your  creaFve   @priteshpatel9  
  • 53. Know  what  you  got  wrong?   @priteshpatel9  
  • 54. Or  right  for  that  maOer?   @priteshpatel9  
  • 55. If  you’re  running  a  print  ad  campaign….   @priteshpatel9  
  • 56. ….your  job  is  to  make  me  put  that  magazine  down     ……and  take  you  up  on  your  proposiFon   @priteshpatel9  
  • 57. …..if  I  turn  the  page   @priteshpatel9  
  • 58. …..you’ve  failed   @priteshpatel9  
  • 59. ….because  tomorrow,  I’ll  have  forgoOen   @priteshpatel9  
  • 60. In  2011  around  £18.3  billion  was  spent  on  all  forms  of  adverFsing  and  markeFng  in  the  UK.   @priteshpatel9  
  • 61. In  2011  around  £18.3  billion  was  spent  on  all  forms  of  adverFsing  and  markeFng  in  the  UK.     Of  that,  4%  was  remembered  posiFvely.   @priteshpatel9  
  • 62. In  2011  around  £18.3  billion  was  spent  on  all  forms  of  adverFsing  and  markeFng  in  the  UK.     Of  that,  4%  was  remembered  posiFvely.     7%  was  remembered  negaFvely.   @priteshpatel9  
  • 63. In  2011  around  £18.3  billion  was  spent  on  all  forms  of  adverFsing  and  markeFng  in  the  UK.     Of  that,  4%  was  remembered  posiFvely.     7%  was  remembered  negaFvely.     89%  wasn’t  no6ced  or  remembered.   @priteshpatel9  
  • 64. So  89%  of  adverFsing  is  a   waste  of  money.   @priteshpatel9  
  • 65. But  what  quesFon  is  adverFsing  trying  to  answer?   @priteshpatel9  
  • 66. The  most  important  one  which  isn’t  on  any  ad  brief   @priteshpatel9  
  • 67. THIS  ADVERTISING  MUST  GET  NOTICED  AND  REMEMBERED.   @priteshpatel9  
  • 68. You  just  assume  people,  like  me,  will  noFce  your  ad….   @priteshpatel9  
  • 69. ….and  remember  it  next  week   @priteshpatel9  
  • 70. Finally….   @priteshpatel9  
  • 71. Impact   Don’t  be  here   CommunicaFon   Persuasion   @priteshpatel9  
  • 72. Impact   Don’t  be  here   Your  compeFFon  is   fighFng  up  here   CommunicaFon   Persuasion   @priteshpatel9  
  • 73. Impact   Don’t  be  here   Your  compeFFon  is   fighFng  up  here   CommunicaFon   Persuasion   Get  to  here!   @priteshpatel9