4. Holistic Nature of Online Brand Promotion
PR needs creatives and art
direction to give good gifts
Ad agencies need their own
communication channels
Being beautiful is not
enough online
If you build it, will they
come?
Even haute couture needs word
of mouth as much as marketing
Everyone needs social media
because community is more
than broadcasting and
shouting, right?
5. It Takes a Village to Sell a Book
PR and Advertising need A-list
bloggers
And also B-Z-list bloggers
And board- and Listserv-owners
(gate-keepers)
Facebook Page admins and
Twitter list-owners
Publishers need social media and
communication channels
Everyone should be mining the
experience and successes of affiliate
marketers, SEO experts, and
reputation management
There is a lot to learn from “below
the fold” and below the belt
6. Is Integrated Something the New Black?
A couple months ago I
reached out to 777 c-suite
Advertising executives to
ask them a couple questions
Over 175 executives agreed
to get onto the phone with
me
I wanted to know more
about advertising
More than Mad Men,
anyway
Advertising is scared shit
… and a little desperate
7. Is Integrated Something the New Black?
I discovered quite a few things
during my call
Agencies want to become
their clients' one-stop-shop
Agencies know they cannot
rely on the 30-second spot
− Broadcasting out is
becoming less and less
essential
Advertising needs Public
Relations needs Marketing
Beauty needs to be
Charming needs to Get Out
There
8. I Learned a Lot from the Calls
I also discovered that it isn't all about New
York any more.
The Internet allows small, distributed, and
NINY* agencies and firms to compete.
Ad agencies and PR firms are good
communicators and story-tellers, but what
about tech?
Are the best people available in the same
city as your suite of offices?
Even now, WPP and DDB and others are
already distributed across cities and
countries.
Some hire talent in, others outsource talent.
*Not In New York
9. The Advertising World is Flat
More Things I Learned from My Calls
The Internet & cell changed everything
Minneapolis is an advertising center
Lots of good agencies in the Carolinas
And Texas, and Hawaii, and Miami, etc
The barrier to entry is collapsing
Big ideas with low overhead is a reality
Fewer clients are hiring for prestige or box
seats at Yankees stadium any more
Advertising is being treated less and less
like “consiliere” and more and more like
“contract fulfillment.”
10. Culture is as Essential as Brand
Speaking of Hawaii, I am from Hawaii.
Hawaii is like the Internet.
Hawaii does share 80% of its culture with
the continental United States.
However, 20% or more of Hawaii's culture
is unique, an amalgam of the Pacific,
Asia, the UK, and the US.
Even McDonald's knows to offer Saimin;
Spam, Portuguese sausage, eggs, and
rice for breakfast, and the McTeri burger.
The Internet is a shared-culture, too.
However, each country, region, social
network, language, and demographic can
have its own sub-culture.
11. The Abraham Harrison Experience
35 members of the team
Spanish, English,
Portuguese, Polish,
and Russian teams
worldwide
Over 40,000 bloggers in
many topics
Topic, languages,
geographic
Twitter and Facebook
Pages in English and
Spanish and Portuguese
AH takes over the
complete campaign
National & International
clients such as Kimberly-
Clark, Motionbox, Habitat for
Humanity, OLX, Goethe-
Institut, etc
BrandsClub is 100%
Portuguese and Spanish-
language
12. Channel + Gift + Culture = Earned Media
Snuggle Crème launch.
Wanted to reach out to
moms.
National brand.
Over 4,000 mom blogs
prepared for the campaign.
The infamous embeddable
cabbage patching bear
coupon!
Channels are required.
Relationships are key.
Also need the perfect gift!
Give the right gift.
13. Do You Have Any Questions?
I have for sure become tired of slide-making so please fire away!
