Part 4 of 5 of our talks to young entrepreneurs during Start Up Britain week. Author Philip Slade for Fanclub Group Backed by the Marketing Agencies Association (MAA) www.startupbritain.org www.marketingagencies.org.uk www.fanclubcommunications.com

1. Media Marxism
“The philosophers have only interpreted the
world, the point, is to change it”
7/19/12 1
Philip Slade : Fanclub Group : Media Marxism
Karl Marx
Part 4 of 5 of our talks to young entrepreneurs during START UP BRITAIN week.
Speakers: Les Mear & Philip Slade
Backed by the Marketing Agencies Association (MAA)
www.startupbritain.org
www.marketingagencies.org.uk
www.fanclubcommunications.com

2. We are going to talk about
how the media landscape has
changed in your favour
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3. Oasis ; Dig out your soul. Album launch in
New York city. Traditional route; press and
posters, shot of album cover, quotes from
critics, Five stars etc
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4. Its not about big budgets as Tesco found out
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* Tesco spent £110 Million on it in 2011

5. We are going to show you how smart
thinking and some clever moves can
make even the smallest budget work
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www.amsterdamadblog.com

6. In 1899 when
Commodore James
Walter Thompson was
inventing the modern
advertising agency.
He could place his clients
messages in newspapers
or on billboards
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7. You on the other hand can place your
messages anywhere you like.
The limitations are simply your creativity
and attitude towards getting arrested
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8. 7/19/12 Philip Slade : Fanclub Group : Media Marxism 8
Steve
Lownes
:
For
IKEA
:
Free
Snowman:
Chairmans
award
Chip
Shop
awards
:
2012

9. Budget – you will never have enough,
but what you have spend wisely with a
method that connects
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10. 7/19/12 Philip Slade : Fanclub Group : Media Marxism 10
Best Use of a Shop Window Postcard Space : Brand: Dave's Removals : Company: Big Communications : Credited Individuals : Ashika Chauhan Gareth Hopkins

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Roger Federer fronts the 2012 Gillette global campaign.
Gillette is owned by P&G who in 2011 spent $9.3bn on
advertising, making it the world’s biggest advertiser ahead
of L’Oreal and Unilever. Its biggest brands by advertising
are Olay, Cover Girl, Crest and Gillette.

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Dollar Shave Club.com. CEO of the new start-up, Michael Dubin. Made the launch ad himself.
“The world is filled with bad commercials and people who are marketing too hard," Dubin says. "I
think what we wanted to do is not take ourselves too seriously, and deliver an irreverent smart
tone."
Dubin wrote the spot last October and shot it with his good friend and co-director, Lucia Aniello.
It cost about $4,500 and the team managed to bang it out in a single day, shooting on location
at the actual factory warehouse, at their fulfillment center in Gardena, California.
www.fastcocreate.com - 2012

13. More than just a funny ad
Hi, I’m Mike, founder of Dollar
Shave Club dot com. What is
Dollar Shave Club dot com? Well,
for a dollar a month, we send
high quality razors, right to your
door.
Yeah, a dollar. Are the blades any
good? No… our blades are
fucking great!”
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8 seconds.
• X3 mentions of the URL
• X2 Price
• Process
• Product
• Claim

14. Media is less often about crafting a single
message to be consumed by individuals, but
more and more often a way of creating an
environment for convening and supporting
groups
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Gareth
Kay.com

15. What media should you use?
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16. Paid media
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17. Owned media
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18. 7/19/12 Philip Slade : Fanclub Group : Media Marxism 18
Earned media

19. Earned
Media
Paid
Media
Owned
Media
Media landscape in summary
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Based on work by David Armano : Visual thinking : Edelman Digital

20. Joining the dots: Old Spice
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Paid: TV & Seeding
Owned: Brand pages

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Earned media and consumer
advocacy

23. So its all about social media?
>2012 clip<
Not everyone sees this as parody, I for one have sat in meetings with a ‘social
media expert’ talking some of these very words
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24. Understanding why old advertising
doesn't work anymore
• Mobile behaviours cannot be unlearnt
• Multi screening
• Always on measurement
• Uploading Vs Downloading
• 4G (tbc late 2013)
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25. The reason media
changed? Its not just
tech that evolved.
The Millennials* arrived
7/19/12 Philip Slade : Fanclub Group : Media Marxism * = Generation Screwed (Newsweek) 25

26. There has never
been so many
channels to put
your marketing
messages in.
Lots are free
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27. Whoo Ho! free media
Well not quite
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28. A quick quiz
1. Is social media is free?
2. The more ‘likes’ on Facebook the better
3. If you have social network profiles you don’t
need a brand web site
4. You should transfer all your marketing budget
online
5. Everything is easily measurable in social media
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29. Meet Scott he is your media budget
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30. Idea + media = action
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The city of Troy, Michigan was facing a budget shortfall, and was
considering closing the Troy Public Library for lack of funds.
Even though the necessary revenues could be raised through a
miniscule tax increase, powerful anti-tax groups in the area were
organized against it. A vote was scheduled amongst the city's
residents, to shut the library or accept the tax increase, and Leo
Burnett Detroit decided to support the library by creating a
reverse psychology campaign. Yard signs began appearing that
read: "Vote to Close Troy Library on August 2nd - Book Burning
Party on August 5th." No one wants to be a part of a town that
burns books, and the outraged citizens of Troy pushed back
against the "idiotic book burners" and ultimately supported the
tax increase, thus ensuring the library's survival.
LeoBurneCWorldwide
on
Nov
15,
2011

31. We have talked about how media has
changed in your favour
• Given planning and a bit of creativity you can reach
most audiences
• Understand mobile behaviours of your customers
• Choose sparingly and monitor
• Measure, adapt, refocus
• As soon as you can afford it, pay someone to tell you
what your data means
• Be nimble, take your opportunities when they come
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32. THANK YOU that was a topline on media.
Part 4 in our 5 part Start Up Britain session 19 July 2012
7/19/12 Philip Slade : Fanclub Group : Media Marxism 32
Speakers: Les Mear & Philip Slade
Backed by the Marketing Agencies Association (MAA)
www.startupbritain.org
www.marketingagencies.org.uk
www.fanclubcommunications.com