Sex death-advertising

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Created in 2006 for BarCampRDU Sex and the Death of Advertising missed some things. Facebook was only 2 years old and Twitter wasn't even born yet.


<ul><li> 1. 05/28/11 BarCampRDU July 22, 2006 </li> <li> 2. Sex &amp; The Death Of Advertising <ul><li>Agenda </li></ul><ul><li><ul><li>Part 1: State of Things </li></ul></li></ul><ul><li><ul><li><ul><li>Who am I? </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Is Advertising dead? </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Who killed it? </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Random ad thoughts. </li></ul></li></ul></li></ul><ul><li><ul><li>Part 2: Identifying Whats Next? </li></ul></li></ul><ul><li><ul><li><ul><li>Word of Mouth </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Long Tails </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Search Marketing </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Purple Products </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Random Whats Next Thoughts. </li></ul></li></ul></li></ul>05/28/11 BarCampRDU July 22, 2006 </li> <li> 3. Sex &amp; Death of Advertising: Who Am I <ul><li>Worked for one of the largest advertiser in the world. </li></ul><ul><li>Worked for a candy company with great brands. </li></ul><ul><li>Worked for a company that created a brand by advertising on other brands such as Coke and Pepsi. </li></ul><ul><li>Co-Founded a gift company that couldnt afford advertising but received lots of free press and word of mouth. </li></ul><ul><li>Last 3-years Director of E-Commerce for a direct response company. </li></ul>05/28/11 BarCampRDU July 22, 2006 <ul><li>Procter &amp; Gamble </li></ul><ul><li>M&amp;M/Mars </li></ul><ul><li>The NutraSweet Company </li></ul><ul><li>Found Objects selling Magnetic Poetry Kit. </li></ul><ul><li>Sinclair Institute </li></ul></li> <li> 4. Why Sex &amp; The Death of Advertising? <ul><li>I work in direct response now, so wanted to get your attention. </li></ul><ul><li>Martins Theory </li></ul><ul><li><ul><li>Advertising, or interruption based, non-permission, top down, push advertising is dead when marketers cant use sex to gain attention and sell things anymore. </li></ul></li></ul>05/28/11 BarCampRDU July 22, 2006 Food, sex, children and health are surefire attention grabbers. - Attention Economy pg. 62 </li> <li> 5. Sex doesnt work anymore = push advertising is dead. 05/28/11 BarCampRDU July 22, 2006 </li> <li> 6. What killed advertising.We DidThe World Did. <ul><li> Today attention is the real currency of business and individuals. </li></ul><ul><li>- The Attention Economy pg. 3 </li></ul>05/28/11 BarCampRDU July 22, 2006 <ul><li>Previous generations = no attention deficit </li></ul><ul><li><ul><li>No internet, 3 TV Stations, No cell phones </li></ul></li></ul><ul><li>Now </li></ul><ul><li><ul><li>Billions of web pages </li></ul></li></ul><ul><li><ul><li>300,000 new books published last year worldwide </li></ul></li></ul><ul><li><ul><li>18,000 magazines publishing 225 billion pages of content every year. </li></ul></li></ul><ul><li><ul><li>87.2 billion pieces of direct mail in 1998 (more now). </li></ul></li></ul><ul><li><ul><li>Most of us process hundreds of email daily. </li></ul></li></ul><ul><li><ul><li>Cell phones. </li></ul></li></ul></li> <li> 7. Death of Advertising <ul><li> In other words its no longer sufficient to be a solid competent organization; you have to stir the brain cells and the hearts of your intended audience. </li></ul><ul><li>- Attention Economy pg. 8 </li></ul>05/28/11 BarCampRDU July 22, 2006 The average American is targeted by 3000 messages per day. That includes phone calls, e-mail, meetings, conversations. -- Data Smog by David Shenk </li> <li> 8. Random Ad Thoughts <ul><li>What has been your experience with your companys advertising efforts lately? </li></ul><ul><li>Have you experienced a death in the ad family or is your company going strong? </li></ul><ul><li>Other random ad thoughts before we discuss whats next? </li></ul>05/28/11 BarCampRDU July 22, 2006 </li> <li> 9. Part II: Identifying Whats Next: WOM <ul><li> People find what they want not as much through advertising as through far more credible word-of-mouth from friends and colleagues. - Gonzo Marketing pg. 12 * Word-of-mouth from highly influential sneezers and friends. </li></ul>05/28/11 BarCampRDU July 22, 2006 </li> <li> 10. Part II: Identifying Whats Next: Long Tails <ul><li> However in Long Tail markets where distribution is cheap and shelf space is plentiful the safe bet is to assume that everything is going to be available. </li></ul><ul><li>As such, in Long Tail markets, the role of he filter then shifts from gatekeeper to advisor. Rather than predicting taste, post-filters such as Google measure it. - The Long Tail pg. 123 * Long Tails and Filters </li></ul>05/28/11 BarCampRDU July 22, 2006 </li> <li> 11. Part II: Identifying Whats Next: Purple Products <ul><li> The new rule is: Create remarkable products that the right people seek out. </li></ul><ul><li>Purple Cow, pg. 16 </li></ul><ul><li>* Is it purple enough? </li></ul>05/28/11 BarCampRDU July 22, 2006 </li> <li> 12. Part II: Identifying Whats Next: Search Marketing <ul><li>Paid Search = what will be the impact of P&amp;G other major $$ advertisers as they flee unproductive channels (TV, Print)? </li></ul><ul><li>Organic search, will relevancy lose traction as more major companies realize the value of content plays? Is there a long tail for content? Will search marketing survive its own success? Is there something fundamentally different about pull marketing with key terms vs. push marketing with ads? </li></ul>05/28/11 BarCampRDU July 22, 2006 </li> <li> 13. Part II: Identifying Whats Next: Random Thoughts? <ul><li>What other strategies and tactics will be part of whats next? </li></ul><ul><li>If you had a new purple product burning a hole in your hand what would you do to create a market for it? </li></ul>05/28/11 BarCampRDU July 22, 2006 </li> <li> 14. Sex and the Death of Advertising: Contact Martin <ul><li>Thanks for attending our BarCamp working session. </li></ul><ul><li>Martin can be reached via email at: [email_address] . </li></ul>05/28/11 BarCampRDU July 22, 2006 </li> </ul>