All too often companies and charities don’t focus on the things they need to achieve their aims. This presentation highlights some of the things we get wrong and some examples of brands who’ve got it right.
Turning Pro - Tim Martin Speech podcast http://successisvoluntary.com/022Timoney
8 Signs that you are a true professional in sales. Most sales people get paid amateur type money because the act like amateurs. If you want to make professional money, you must be a true professional! Listen to the speech that accompanies this slide show at http://successisvoluntary.com/022
Why Should You Work For a Start-Up? is my attempt to match traits with characteristics required to work at a start-up!
It's no promotional post to glorify 'Life @ a Start-Up'.
Just a human approach to help you find your calling!
ICAWC 2015 - The Power of Play - Alasdair BunyanDogs Trust
Play can be used as a highly valuable reinforcement, but in order to use play in our training a greater awareness of breed specific play styles and canine communication must be understood.
Alasdair will discuss the importance of play, play styles, appropriate and inappropriate play and thoughts on motivation and how to use play as reinforcement to both the handlers and dog’s benefit.
ICAWC 2015 - Reinforcing the Canine Human Bond Through Training - Alasdair Bu...Dogs Trust
The working relationship between the handler and the dog, and the dog’s understanding of the concept of training should be built prior to any intense behavioural modification taking place. Alasdair will discuss the working relationship fundamentals and then the prime behaviours that should be implemented before any behavioural modification takes place.
Heather will illustrate a pilot welfare assessment protocol which has been trialed and refined at two existing TNR programmes. The authors have identified gaps in current understanding and interpretation of dog behaviours, highlighting the need for a solid understanding of canine behavioural communication.
Turning Pro - Tim Martin Speech podcast http://successisvoluntary.com/022Timoney
8 Signs that you are a true professional in sales. Most sales people get paid amateur type money because the act like amateurs. If you want to make professional money, you must be a true professional! Listen to the speech that accompanies this slide show at http://successisvoluntary.com/022
Why Should You Work For a Start-Up? is my attempt to match traits with characteristics required to work at a start-up!
It's no promotional post to glorify 'Life @ a Start-Up'.
Just a human approach to help you find your calling!
ICAWC 2015 - The Power of Play - Alasdair BunyanDogs Trust
Play can be used as a highly valuable reinforcement, but in order to use play in our training a greater awareness of breed specific play styles and canine communication must be understood.
Alasdair will discuss the importance of play, play styles, appropriate and inappropriate play and thoughts on motivation and how to use play as reinforcement to both the handlers and dog’s benefit.
ICAWC 2015 - Reinforcing the Canine Human Bond Through Training - Alasdair Bu...Dogs Trust
The working relationship between the handler and the dog, and the dog’s understanding of the concept of training should be built prior to any intense behavioural modification taking place. Alasdair will discuss the working relationship fundamentals and then the prime behaviours that should be implemented before any behavioural modification takes place.
Heather will illustrate a pilot welfare assessment protocol which has been trialed and refined at two existing TNR programmes. The authors have identified gaps in current understanding and interpretation of dog behaviours, highlighting the need for a solid understanding of canine behavioural communication.
In this talk, Sarah explores the idea of a dog’s “bank account” and whether the opportunities that add value to a individual dog’s life outweigh the inevitable outgoings that will occur or whether they are operating on consistently low reserves.
International Training Opportunities - David Newall, Dogs TrustDogs Trust
David Newall, International Director of the UK's largest dog welfare charity, shares ways that animal welfare groups can get training and support from the Dogs Trust International Training Programme.
For more information, see www.icawc.org/training
The Importance of PR (Animal Welfare) - Charlotte Speedy, Dogs TrustDogs Trust
Head of Communications Charlotte Speedy's notes on the importance of PR and how to create buzz around a story.
For more information about animal welfare, see www.icawc.org
Fundraising and social media with Dogs Trust and JustGivingJonathan Waddingham
How DogsTrust used JustGiving & Twibbon to raise money, and more social media fundraising advice from the Institute of Fundraising's Technology groups' annual conference.
Rise consumer rise - Understanding Omni-Channel Marketing And The Six Critica...Sean Nicholson
This presentation was given at the 2016 Business Communicators Summit (BCS) hosted by the Kansas City chapter of the International Association of Business Communicators (IABC). The summit took place on February 9, 2016.
This presentation was given at SMX Advanced in Seattle on June 2, 2009. It is intended for paid search professionals, it's edgy, it's humorous and meant to get you thinking "outside the box" when writing ad copy.
In this talk, Sarah explores the idea of a dog’s “bank account” and whether the opportunities that add value to a individual dog’s life outweigh the inevitable outgoings that will occur or whether they are operating on consistently low reserves.
International Training Opportunities - David Newall, Dogs TrustDogs Trust
David Newall, International Director of the UK's largest dog welfare charity, shares ways that animal welfare groups can get training and support from the Dogs Trust International Training Programme.
For more information, see www.icawc.org/training
The Importance of PR (Animal Welfare) - Charlotte Speedy, Dogs TrustDogs Trust
Head of Communications Charlotte Speedy's notes on the importance of PR and how to create buzz around a story.
For more information about animal welfare, see www.icawc.org
Fundraising and social media with Dogs Trust and JustGivingJonathan Waddingham
How DogsTrust used JustGiving & Twibbon to raise money, and more social media fundraising advice from the Institute of Fundraising's Technology groups' annual conference.
Rise consumer rise - Understanding Omni-Channel Marketing And The Six Critica...Sean Nicholson
This presentation was given at the 2016 Business Communicators Summit (BCS) hosted by the Kansas City chapter of the International Association of Business Communicators (IABC). The summit took place on February 9, 2016.
This presentation was given at SMX Advanced in Seattle on June 2, 2009. It is intended for paid search professionals, it's edgy, it's humorous and meant to get you thinking "outside the box" when writing ad copy.
While everyone around us is busy running around to turn their dreams and ambitions into a reality; some of the kind-hearted ones, slow down to look around. They can feel the pain of others and want to help them out. Moreover, they inspire others to do the same. A majority of these people are working for NGOs around the world.
More details: https://goo.gl/mk6uPk
ICAWC 2015 - Ins and outs of homing cats - David NewallDogs Trust
This talk will focus on Cats Protection’s thoughts on the sort of changes they have made and continue to make to homing processes; avoiding relinquishment, direct home-to-home adoptions etc. David will also include pieces from Cats Protection research, a lot of which is relevant to shelters in any country.
ICAWC 2015 - Humane Community Development - Kate Nattrass Atema Dogs Trust
Humane Community Development: An “inside-out” approach to humane dog population management
This presentation will discuss IFAW’s newest approach to humane dog management: a community-centered process called Humane Community Development.
Dogs Trust, with the help of Animal Rights Protection Lithuania, has undertaken two investigations looking at the illegal import of puppies across the EU. Despite conclusive evidence from the 1st investigation being presented to the EU and national government along with a series of urgent recommendations set out by Dogs Trust to help curb the trade, the puppy trafficking trade has continued unabated. In early 2015, Dogs Trust went back into Eastern Europe to highlight that the Pet Travel Scheme (PETS) is still being used as a cover by commercial breeders and dealers in Lithuania and Romania on a regular basis to illegally import puppies, often in horrendous conditions, and transporting them thousands of miles without their mothers.
ICAWC 2015 - Luke Gamble - Mission Rabies Dogs Trust
Mission Rabies and Dogs Trust have worked together with key local NGOs in world rabies hotspots to vaccinate over 250,000 dogs in the last 18months and educate over 300,000 children in how to interact with street dogs. This presentation seeks to illustrate some of the Mission Rabies flagship projects, the NGO’s involved and provide some tips as to how your shelter/NGO can integrate a humanitarian component which will strengthen and champion the objective of increasing moral perception towards animals in local communities – as well as boost the profile of your organisation.
ICAWC 2015 - Claire Calder - EU Activity UpdateDogs Trust
The EU Dog & Cat Alliance was launched at ICAWC in 2014 and is made up of dog and cat welfare organisations from across the EU, which have come together to lobby for action to protect dogs and cats.
This talk will give an update on EU activities and the Alliance’s achievements so far. This includes their work on puppy smuggling, as well as the launch of a ground-breaking report which brings together the national legislation on dog and cat breeding and trade in all 28 EU countries for the first time.
ICAWC 2015 - Puppy Smuggling in Europe - Paula Boyden & Brigita KymantaiteDogs Trust
Dogs Trust, with the help of Animal Rights Protection Lithuania, has undertaken two investigations looking at the illegal import of puppies across the EU.
ICAWC 2015 - Paul Wass & Alasdair Bunyan - Building for future welfare Dogs Trust
This presentation looks at the design constraints that Dogs Trust had to overcome when building their latest centre in Manchester on an industrial estate.
ICAWC 2015 - When Love Breaks Down - Sandra Duarte CardosoDogs Trust
Sandra discusses the findings from a study which recorded the reasons for relinquishment of dogs and cats in the municipalities of Sintra and Cascais, both districts in Lisbon.
IACWC 2015 - Workshop - Rick Hayman - Infection control in the animal shelterDogs Trust
This talk includes advice and recommendations for improving infection control within an animal shelter, covering recommended equipment, guidelines and disinfectant portfolios as well as ideas on preventing outbreaks and reducing risks of cross infection within the shelter environment.
ICAWC 2015 - Workshop - Breed Specific Training - Carolyn Menteith Dogs Trust
This workshop will talk about how dog breeds and types have been developed, as well as how individual dogs develop and what this means for the people working with them. This will give an insight into why a ‘one size fits all’ training and behaviour approach won’t work, and instead how to recognise all dogs as individuals and give them the best chance to succeed.
Rachel discusses the importance of monitoring and recognising the needs of individual cats and providing appropriate forms of 'enrichment' for each in the rescue and re-homing centre environment.
ICAWC 2015 - Using the web to win - John CoventryDogs Trust
This talk covers the hows and whys of online engagements and gives his top tips on how to get your organisational voice heard above the cacophony of digital campaigns.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
10. All too often brands don’t ask the right questions.
Without the right question or an understanding who they
actually need to beat, how can we hope to succeed?
11. It’s human nature to follow the herd, do what
everyone else does rather than think independently
13. When you
start asking the
right questions
amazing things
happen.
You can the world
the chance to see.
14. You can cure disease.
The United Nations needed to get medicines to people in
war regions but the more they spent the less aid got
through.
The right question:
Who always gets through?
15. You can cure disease.
Certain parts of the world the welfare of
The right question:
Who always gets through?
You can change how a
society looks at dogs.
Dogs will never be on the
agenda whilst they are
perceived to harm children
The right question:
How do you stamp our
rabies?
16. You can keep hearts beating
BHF knew that the CPR skills
after a heart attack were key
to survival but no one wants
to learn First Aid
The right question:
How do you make it
Simple for everyone
remember CPR?
17. Please click the following link to view the video
https://www.youtube.com/watch?v=PB8QC90B8Zc&feature=youtu.be
18. Vs.
You can worry the dominant market leader
For years Pepsi acted like Coca Cola, advertising cola
drinks and growing the Cola market. Thing is,
market growth is expensive and you send more
business to the leader than you get.
So they asked the right question:
How do we make Coca Cola customers drink Pepsi?
19. Please click the following link to view the video
https://www.youtube.com/watch?v=_mRAUNTKc4w
20. And better questions lead to being different.
In branding being different is critical.
26. Marketing is about share of the audiences’ mind
So for 1/225th of the cost of their advertising is
actually getting a 50% share of the audiences mind
If marketing is about share of mind, being different
is critical; and it’s cheaper
27. Marketing is about share of the audiences’ mind
The annual UK spend on advertising: £17bn
4%
7%
89%
FORGOTTEN
£15.13bn wasted
by following the herd
?
28. That’s why we’re
yellow not blue
That’s why it’s the dog
talking not the human
That’s why we don’t
judge
We try to be different.
30. Dove asked a better question
Rather than copy everyone’s faked images of perfection they
asked how best to appeal to the women who really buy our
products? Real women.
33. And the same thinking is starting to change
the health of a nation
Please click the following link to view the video
https://www.youtube.com/watch?v=kZ8b_WF8dXE
34. But it starts with better questions
Please click the following link to view the video
https://www.youtube.com/watch?v=couuiBsoPjw
I randomly want to start a talk about branding and advertising by telling the story of two explorers in a jungle.
Obvious, if you really think about it.
They're called explorer a.
And his friend is explorer b.
Suddenly they both hear a tiger roar nearby.
Both Explorers gasp "tiger".
explorer A thinks "I know' I'll get my running stuff on."
So he does.
explorer b says
"fool. You can't outrun a tiger in the jungle"
explorer a replies
"I know."
"I don't need to outrun a tiger"
"I just need to outrun you"
explorer b realises he's tiger food.
"Oh"
The point is explorer A quickly realised the real problem wasn't beating the tiger but beating explorer B whilst the tiger was busy eating b a could escape.
Working out who he needed to beat and then focusing on that, guaranteed A’s success.
All too often brands focus on the wrong problems. They worry about the tiger and not the solution to their problem.
In essence they follow the answers of everyone else.
That seems safe
They follow the herd and a herd mentality means the status quo stays as it is.
That’s fine if you don’t want things to change – but taking that herd thinking on doesn’t that means that the strong (the market leader) stay healthy whilst the weaker get picked off?
But what if you’re not the market leader.
What if you are a new charity starting out.
Or a totally new cause area?
Often picking a different challenge and playing to your strengths is the only change things.
And that comes from asking better questions; getting upstream of the problems to challenge the status quo.
Let me give you some examples of focusing on a problem that you can solve and how it delivered real change.
The physicist Josh Silver made it his quest to make the world's poor see.
Traditionally charities would transport thousands of pairs of used spectacles to the developing world.
But the crucial factor in the developing world isn’t glasses its opticians
In Britain there is one optometrist for every 4,500 people,
in sub-Saharan Africa the ratio is 1:1,000,000.
So Silver had what he calls a "tremendous glimpse of the obvious" – everyone looking through glasses can see whether they improve their sight.
So the better question was “how do I create glasses that don’t need an optician?”
He created water filled lenses that would allow the user to adjust for his or her prescription
A bit like Tevor Bayliss inventing the Wind-up radio to disseminate information about Aids.
The United Nations had a mandate to get vital drugs to some of the world’s remotest and war-torn areas.
The thing is the more money they invested in getting the drugs to these places the less got through.
Bribes didn’t even work.
Then some bright spark got upstream he asked rather than design a programme who can we piggy back? Who already gets to these places?
The Answer was coca cola.
So they designed their packages of drugs to fit in-between the bottles in a coca cola crate.
They actually got the aid where is needed to go for free.
The same is true in animal welfare.
The team behind Mission Rabies understood that animal and specifically dog welfare in some regions can never be considered whilst dogs were seen as responsible for disease and death.
So he got upstream of the traditional thinking and developed a way of improving the dog welfare of a nation by solving the human medical condition too
The same is true when charities advertise.
The British Heart Foundation had spent many £m recruiting and training volunteer first aiders.
But first aiders were still so few that when people had heart attacks they couldn’t always be there
So they changed the challenge from how do we persuade people to go on a first aid course
TO
How do I make CPR so simple I can give everyone a CPR course in an ad? Once they’d answered that all the agency had to do was to deliver it in a memorable way
Within days of the ad – stories raced around the media about the lives saved thanks to the ad.
And it’s still saving lives today.
For year Pepsi, very small in comparison to Coca Cola acted like Coca Cola, persuading people that cola drinks are nice – but all that did was send more business to Coke.
Then a clever person changed the question from how do we grow the cola market to how do we take share from Coke.
This now old and famous ad was the result.
It suggested Pepsi tasted nicer.
It worked so well that Coke spent $100m changing the formula
And the day they did everyone at Pepsi got a days holiday
They changed the market into two players coke or pepsi and significantly changed their market share.
Oh and there was nothing wrong with Coke, so they had to change the formula back within a year.
I want to run a quick test.
Being different made the one orange guy stand out – that’s how our brains our wired.
We look for different – evolutionarily it’s probably a big reason you’re alive today.
It helped your predecessors spot predators.
Being different not only means you stand out – it’s cheaper
Last year £17bn was spent on advertising in the UK but only 4% was remembered positively. Another 7% was remembered negatively (all those annoying gingles). But the crime here is that 89% or £15.3bn was forgotten.
Regardless of whether it is positively or negatively being remembered is the most important thing.
Asking better questions and finding your own way to challenge the status quo; being different is key in being remembered.
This sexist ad wouldn’t have raised any eyebrows 15 years ago.
In fact even the advertising to women looked like this
Dove were a middle ranking brand until they asked a better question and started acting differently.
Regardless of whether we buy into their story the thinking was exceptionally sound.
For years the model was use a stunning model to sell you product, the more aspirational the beauty the better.
Dove knew that there customers were just normal every day people
Dove asked a better question about how do I engage with my real customer
They went on the side of their customer – the campaigned for real beauty.
Dove’s message that ideas of beauty needed changing totally resonated
And moved them to the leading brand across several regions and product areas.
I play no small part in that when someone did run the sexist and elitist ad several months ago in the UK it got vilified!
Dove and several other clever marketing teams were quick to jump on the outcry against the advertising.
And that same message is now being expanded into other product areas
Here’s a recent ad targeting getting women active.
It’s unlike any Nike, Reebok, Adidas ad you’ll ever see.
Always question the question
What do you actually need to beat to achieve your goals – and if someone else is already doing it that way, go back to the drawing board!
What are the rules of the game; do you need to live by them?
- Dove changed the advertising rules for cosmetics
What or who actually needs to lose for you to win
- Pepsi realised that they didn’t need to take market share from other types of drinks; just steal share from Coke
Can you change or reduce the size of the problem?
- Professor Levin reduced the need for optometrists to 0.
Can you piggyback someone else?
- Aidpod piggybacked cocacola
What are others weaknesses?
- Children don’t like their parents knowing they are naughty – so A shopkeeper has cut litter in her village by 40 per cent by writing children's names on their sweet wrappers. Others would know if they were the ones who littered