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Advertising Trends 2017 and Beyond
- 2. advertising trends In 2017 AND BEYOND Muhlenberg College - November, 2017
- 3. But first, a little bit about me
- 4. Back in the day I came to work as a Land Shark
- 5. There’s strong and… …There’s ARMY Strong
- 6. Jumped from the frying pan into the fire
- 7. The hardest clients are colonels - false. They actually are toy clients
- 8. ALWAYS BE READY FOR A JAM OR SOMETHING TO GO WRONG
- 9. Last but not least Find your people everywhere you go
- 10. Now about digital trends, I have some news for you
- 11. While technology has revolutionized marketing…
- 12. … the guiding principles that go into a great campaign remain unchanged.
- 13. The building blocks of a great ad campaign are consistent throughout time.
- 14. Context Cultural Relevancy what people do and what drives their decisions Components of a tasty content cake Contact Channel’s Role what people need to experience & where in order to spur action + Content The right message, at the right place, at the right time Get’s their attention at a particularly relevant point in time =
- 15. Contact in modern times doesn’t need to be limited to the digital medium. Billboards can be innovative too.
- 16. Understanding your audience leads to authentic experiences in a world where attention is currency
- 17. Know your audience What matters to them - what are their struggles and aspirations? What are they interested in? Why, when and how do they drink coffee? What do they feel, think and do? Capture a defining insight that is decisive and will inspire your creative team Know your brand Why do they exist? How are they different then the competition? What have they done in the past? What are they trying to achieve now and in the long run? What tangible and emotional value do they provide to people? Simplify the goal to stand as one clear desired outcome Know the competitive landscape Why do they exist? What defines them? How do they tell stories? What value do they provide to people? Identify an approach not being utilized by the competition UNCOVER THE INTERSECTION
- 18. Talk with the people who your brand is trying to reach
- 19. Third Party Tools CONTENT METRICS GEO - DEMOGRAPHICS INTEREST GRAPH PURCHASE BEHAVIOR Native Platforms
- 20. Hyper-Targeted Content Gets people’s attention
- 21. The Story Challenge: Increase undergraduate enrollment. Insight: Given the right direction, students excel.
- 22. Finding the intersection Hallmarks of Gen Z Curious Driven Caring Thoughtful Capable Searching Looking for Direction Fearless Determined Decisive
- 25. “Explorers Are Never Lost” Humans of La Salle Content Themes Audience Channels School Spirit Philly Pride College & Career Prep 101 Athletics La Salle Good Deeds La Salle Explores Creative Territories for social
- 26. La Salle University @LaSalleUniv Where will your child be after the next 4 years? La Salle University @LaSalleUniv Our Business Scholars Co-op earns your child
- 27. in the 150+ year history of the school Highest applications Increased enrollment Vs. 2016 20%+ The Results: Class of 2021 • Most academically qualified, ever. • Most diverse student body, ever.
- 28. Recap WHAT HAVE WE LEARNED THUS FAR?
- 29. Must reads Mary Meeker’s - Yearly Digital Trends report
- 30. Myth Now, how about a game of Rapid fire? Reality
- 31. Everyone who works in advertising studied advertising Myth
- 32. People in advertising come from the most diverse backgrounds Reality Everyone who works in advertising studied advertising Myth
- 33. All ad concepts turn into ad campaigns Myth
- 34. Most work never sees the light of day RealityMyth All ad concepts turn into ad campaigns
- 35. Creative Directors get to make and do whatever they want Myth
- 36. The real decision maker is the client RealityMyth Creative Directors get to make and do whatever they want
- 37. Getting a job is entirely based on your experience and resume Myth
- 38. The people you know is what actually gets you in the door RealityMyth Getting a job is entirely based on your experience and resume
- 39. Ads don’t drive customer choice and preference Myth
- 40. People make decisions irrationally and when the emotive part of their brain is compromised RealityMyth Ads don’t drive customer choice and preference
- 41. Perfectionism is a desired trait in this business Myth
- 42. You will burn out if you try to do everything perfectly. Learn to prioritize and not sweat the small stuff. RealityMyth Perfectionism is a desired trait in this business
- 44. Appendix
- 45. 54
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- 48. 57
- 49. 58 They learned that most of the Airbnb experience happens offline, in and around the homes it lists on their website.