Forget about advertising what you are selling. Focus on what your audience needs and create meaningful experiences that relate to the things they care about. Presented at Toolbox Conference 2015, in Thessaloniki, Greece.

1. Kyros Vogiatzoglou
Online Communication
TURN YOUR PERSONAL BRAND
INTO AN EXPERIENCE
#toolboxconf

2. Advertising

3. Advertising

4. Advertising

5. Advertising

6. Advertising is dead
It’s been dead for quite a while now

7. Stop throwing cash
down the toilet
Gary Vaynerchuk
entrepreneur & investor
on advertising
“

10. The reality today
Micro-moments
That point in time when you go online to satisfy a need

11. Internet of Things
Everything revolves around human needs

12. Change your perception of humans
Stop treating them as customers, numbers, or Facebook users

13. Make me care, please -
emotionally, intellectually,
aesthetically.
Just make me care.
Andrew Stanton
Film director, screenwriter, producer
Pixar Animation Studios
“

14. Think about your audience first

15. People love stories
Talk about your motives, your passion, your past and your future

16. This kind of conflict between
who we are and what we want
to be, and what others may
expect of us, is the central
thread of the human
experience.
Kevin Spacey
Actor, film director, writer, producer
“

17. We want to know about your dreams
Nobody cares about what you do

18. Mystery is the catalyst for
imagination, and maybe there
are times when mystery is
more important than
knowledge.
J. J. Abrams
Director, producer, writer
“

19. Create real life experiences
Focus on people’s actual needs and deliver value

20. WestJet buys presents for its passengers

21. IKEA invites you for a sleepover

22. Starbucks asks you for ideas

23. Big companies would love to be small.
Wouldn’t you?
Oh, wait…

24. Make your competition irrelevant
Give your audience more than they would normally expect

25. Offer stylistic advice and ideas
Follow the news
Create photographs or illustrations about trending topics
Do a workshop
Teach people how to make jewellery
Be open
Let people help you write your next book
Add your own ideas here
[ … ]
Organise a meetup

26. Compare
Large companies vs Small companies
Advertising vs Creating experiences
Customers vs Human beings

27. Conclusion
Large companies Small companies
Advertising Creating experiences
Customers Human beings
are should be
to for

28. Creating
an experience

29. If you aren't making a
difference in other people's
lives, you shouldn't be in
business - it's that simple.
Sir Richard Branson
Founder of Virgin Group
“

30. Thank you
#toolboxconf