Advertising for startups 2014
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Based on a presentation given to the Catalyst Pearson Education Labs in Cape Town 2014. Feel free to contact me at www.chrisrawlinson.com
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Advertising for startups 2014
- 1. ADVERTISING FOR STARTUPS @ChrisRawlinson Jack Dorsey’s 24th March 2006, sketch plan for twitter
- 2. THE BASIC RULES OF ADVERTISING
- 3. Rule 1
- 4. Nobody cares about advertising
- 5. Rule 2
- 6. In order to be successful, you need to get noticed.
- 7. Rule 3
- 8. Add value
- 9. CUSTOMERS USED TO BE LIKE DOGS. (PREDICTABLE, EASILY TRAINED, EASY TO GRAB THEIR ATTENTION)
- 10. NOW THE’RE LIKE CATS. (UNPREDICTABLE, HARD TO KEEP THEIR ATTENTION)
- 11. THE QUESTION IS NOT TECHNOLOGY THE QUESTION IS SOCIETY
- 12. GOLDEN CIRCLE WHY HOW WHAT “PEOPLE DON’T BUY WHAT YOU DO, THEY BUY WHY YOU DO IT.” Simon Sinek BORING INSPIRING
- 13. BRANDS NEED A POINT OF VIEW
- 14. THE BIG IDEAL BRAND ….. BELIEVES THE WORLD WOULD BE A BETTER PLACE IF…..
- 15. THE BIG IDEAL BRANDS BEST SELF CULTURAL TENSION Dove is a celebration of natural beauty. False stereotypes on beauty put women under pressure. BIG IDEAL Dove believes the world would be a better place if women were allowed to feel good about themselves.
- 16. HANDY TIPS I’VE LEARNED ALONG THE WAY
- 17. YOUR COMPANY SHOULD BE YOUR GREATEST MARKETING ASSET (RATHER SPEND TIME/CASH ON THAT THAN ADVERTISING)
- 18. SHARING IS THE NEW MEDIA
- 19. EMPOWER YOUR NICHE (There are no more mass audiences online, only mass niches.)
- 20. SURROUND YOURSELVES WITH THE FREAKS (If you want to do something extraordinary, go and talk to some extraordinary people.)
- 21. EXPERIMENT EXPERIMENT EXPERIMENT (NO BODY KNOWS YOU, THE WORST THAT COULD HAPPPEN IS STILL NO BODY NOTICES. DON’T AIM TO FAIL, AIM TO WIN)
- 22. WRITE THE PRESS RELEASE, NOT THE AD
- 23. ARGUMENTS LEAD TO CONCLUSIONS. EMOTION DRIVES ACTION.
- 24. DOING GOOD IS GOOD FOR BUSINESS
- 25. MOBILITY IS THE BIG DADDY OF GAME CHANGERS THERE ARE NOW MORE MOBILE PHONES IN THE WORLD THAN PEOPLE
- 26. HAASBROEK STREET ART (A PHOTO OF A SNAPSCAN CODE ON FACEBOOK BACAME A MOBILE PAYMENT SOLUTION.)
- 27. A BRAND ISN’T JUST MADE, IT’S BUILT UP OVER TIME. (DEVELOP A CULTURE THAT MAKES BETTER SMALL IDEAS. GREAT WINS TAKE TIME )
- 28. “The illiterates of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn.” Alvin Toffler
- 29. “BEFORE YOU MARRY A PERSON YOU SHOULD FIRST MAKE THEM USE A COMPUTER WITH SLOW INTERNET TO SEE WHO THEY REALLY ARE.” WILL FARRELL THANKS @ChrisRawlinson www.chrisrawlinson.com
Editor's Notes
- Jack Dorsey 24th march 2006 – flickr – twitter launch
- Interesting they use Persuade , Manipulate, and Encourage… three words that elicit a similar outcome but are accomplished by very different means (I would say when advertising was invented it was passive and helpful, then it became Persuasive, that quickly turned to manipulation, now it is turning more toward encouraging through participation)
- Leave out the jargon, who talk about tissue session, LSM’s, negative space, type, Essentially most of the time you the equivalent of the wait 5 seconds before you can skip this ad If only they had used din light this ad would have really talked to me and my identity. Remember when you put your video online, you compete with billions of content that's not advertising. Be brave
- This is ultimately our job, no matter how great / clever / creative your ad is if its not getting noticed it’s worthless
- This is ultimately our job, no matter how great / clever / creative your ad is if its not getting noticed it’s worthless
- Dogs, easily trained and easily tricked, predictable
- Cats – unpredictable, especially in a digital constantly shifting world – we want to be the string they play with
- From tech for techs sake to a more humanising tech (making it feel more natural). Culturally humans are massively influenced by the tech they use (Think Cars / Computers / planes / smartphones / light bulbs) – with phones increasingly we spend more and more in-between moments on our phones, that is going to shift our outlook on the world and change the way we do things.
- What – everyone knows what they do / sell How – Some people know the how they do it (unique selling points) Why – Few know the why – this is your purpose, your cause, your belief. Most brands /organisation sell from the outside working in e.g. (Car Brand) here is our new car, it has great fuel economy, buy our car. The best brands sell from the inside working out e.g. (Apple) everything we do we believe in challenging the status quo we believe in thinking differently / the way we challenge the status quo is by making our products beautifully designed, and user friendly / we just happen to make computers, what to buy one. The goal is not to do business with everyone, its to do business with the people who believe what you believe.
- Ogilvy created a tool to find a brands belief system
- Its call the big ideal and completes this sentence
- SMALL THINGS OFTEN WORK WELL, KEEP IT SIMPLE, BE SMART, GET A PROPER URL ETC
- There are no more mass audiences online, only mass niches.
- extreme customers – you’ll learn more from them - If you want to do something extraordinary, go and talk to some extraordinary people. e.g. a company needed to develop some products to prevent blisters and sweaty feet,: who wears really uncomfortable shoes but needs to keep their feet looking nice? dominatrices. Or - A greetings card manufacturer wanted to create some new characters. So an agency recruited some teddy bear collectors to talk about ninja owls and other unbearably cute ideas.
- DON’T AIM FOR FAILURE, AIM TO TEST
- Technology that elicits a human emotion, creates tension, and leaves people with a positive feeling will always be shared more, watched more, and interacted with more. Doing good is good for business.
- How to make the big seem small again – used to trust market places, now we just deal with brands, somewhere the personal touch has gone.
- Technology that elicits a human emotion, creates tension, and leaves people with a positive feeling will always be shared more, watched more, and interacted with more. Doing good is good for business.
- More people connect online through their phones now than through PC’s in SA and most countries in the world. With smartphones the way they are now interacting with our everyday world is now getting more and more exciting.
- Haasbroek was smart, he did a facebook street art giveaway. Post a pic of his art in cape town, first person there can take it. (Click) he added an optional snapscan payment code for donations by the picture. (Click) on facebook he put a picture of the ScapScan code, people, including me donated cash because we loved the idea, even though we didn’t get the picture. Opens up new instant ways of paying safe and easily online & in real life.
- DEVELOP A CULTURE THAT MAKE BETTER SMALL IDEAS
- Now more than ever its important to adapt and keep up with the changes – particularity if your in tv/media/advertising
- We live in a world of screens (think about how long it takes you to look at your phone in the morning). As advertisers we are increasingly in charge of putting things on those screens. Lets make things that have value, things that work, things that have longevity.