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What are people, who nobody is listening to, saying?

Presentation prepared for InternetBeta 2015 conference

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What are people, who nobody is listening to, saying?

  1. 1. What are people, who nobody is listening to, saying? InterenetBeta - September 2015
  2. 2. WARNING!
 Thoughts in presentation
 come form videos which had less
 than 1000 views on YouTube.
  3. 3. DAVE TROTT- 402 views
  4. 4. „You may have the most convincing argument in the world, but if I can’t hear it, nothing can happen.” - Dave Trott
  5. 5. 4% 7% 89% Ads which weren’t noticed at all Ads remembered negatively Ads remembered positively
  6. 6. What is the bigger problem:
 perceiving ad negatively 
 or
 not noticing it at all?
  7. 7. - one sees our ad - information transfer - we ask someone,
 to do something Communication scheme IMPACT COMMUNICATION PERSUASION
  8. 8. 89% of ads fail here. Nobody sees them, we don’t even have a chance to transfer information or persuade. IMPACT COMMUNICATION PERSUASION
  9. 9. In the meantime we care only about persuasion. But what for, if nobody 
 sees the ad? IMPACT COMMUNICATION PERSUASION
  10. 10. That is why impact should be the most important part of our ads. The biggest problem is that ads aren’t being noticed. Ads for the target audience should be firstly visible, than relevant. Not the other way around. Being remembered positively or negatively it the secondary issue.
  11. 11. MARTIN WEIGEL - 694 views
  12. 12. (for customers) „…our brands are tiny little things, which are buzzing around.” - Martin Weigel
  13. 13. Weigel tells us, what to do to fail. 
 He has 6 solutions for it.
  14. 14. How to fail 1:
 Assume that 
 people care about brands 80% of your buyers know little or nothing about your brand. People hear Heineken and only one thing, comes to their mind about the brand - it’s the beer in the green bottle.
  15. 15. How to fail 2:
 Assume that people want to 
 have relationship with your brand In reality there is no such thing as a loyalty, it’s unconfirmed fiction. 72% of pepsi drinkers also drink Coca-Cola. You don’t own customers, you are sharing them with other brands.
  16. 16. How to fail 3:
 Assume that your fans are your
 most valuable customers There are not many people, who are fans and the sum of their spendings is minimal in comparison with the spendings of people who are buying your brand only once a year.
  17. 17. How to fail 4:
 Assume that 
 everyone wants to participate Passive consumption of content didn’t die. People are very lazy. You don’t need to engage customers. Often it is better to not even do it.
  18. 18. How to fail 5:
 Assume that people
 will find your content Only 1 in 1 000 000 people are viewing your content on YouTube. 
 Nobody is looking for adverts.
  19. 19. How to fail 6:
 Assume that depth 
 is more important than breadth Deep interactions which demand a lot of effort from the customers and reach small group of people, are worst than shallow communicates which are directed towards huge group of people.
  20. 20. „Our task is not nurturing enthusiasm of the few, but overcoming indifference of the many.” - Martin Weigel
  21. 21. „Marketing is a game of scale. If you are not scaling your marketing, you are not marketing.” - Martin Weigel
  22. 22. ROB CAMPBELL - 1 263 views (6 years)
  23. 23. Wait… I said that I will present thoughts from videos which had less than 1000 views. OK!
  24. 24. ROB CAMPBELL - 61 views
  25. 25. „I hate how advertising agencies talk about ideas. Most ad agencies don’t know an idea in a milion years. They know ad idea, but they don’t know an idea.” - Rob Campbell
  26. 26. ad idea = an idea an execution - the message showed in some form the only legal mean to change the World regardless of money, distribution or heritage
  27. 27. Examples?
  28. 28. AD IDEA AN IDEA Usage of an insight, which tells that if you are hungry you’re acting differently and strange - Snickers Harry Potter books - got a lot of children started on reading books Gorilla playing drums - Cadbury Compass showing where the Mecca is, in LG smartphone in Males
  29. 29. You have a problem > you find an idea > you advertise a solution. 
 
 We shouldn’t advertise a problem. 
 We shouldn’t make adverts which tell only about the problem. It’s useless.
  30. 30. „Awarness was created by the ad industry to justify their jobs. I know who Hitler is, I’m not gonna join nazi youth party.” - Rob Campbell
  31. 31. JOHN HEGARTY - 554 views
  32. 32. Christ’s target group?
 Males, between the ages of 18-24, from the big cites, with salary lower than the average, interested in fishing and woodworking No.
  33. 33. „Christ spoke to the masses.” - John Hegarty
  34. 34. Brand isn’t created only by clients. It is created by everyone who knows it. Reach is the key. Everyone needs to know your brand. Even people who won’t buy it. All because our clients should want to position themselves through our brand.
  35. 35. „Half the money I spend on advertising is wasted; the trouble is I don't know which half. ” Hegarty thinks that it’s a mistake. Why 50% is waisted? Because people who aren’t clients will see adverts? This should be our aim!
  36. 36. „As a creative person, you have to have a philosophy. You have to have something you believe in.” - John Hegarty
  37. 37. Creativity is a way 
 for self expression.
  38. 38. True ideas are an expression of self. They are an individual’s manifesto. By cooperation (brainstorming for instance) we can create the 40th episode of The Simpsons. But not the idea for The Simpsons itself. Hegarty doesn’t believe in brainstorming. He also doesn’t believe in seating on the beanbag in the conference room.
  39. 39. WARNING!
 Thoughts in presentation
 come form videos which had less
 than 1000 views on YouTube.
  40. 40. And what is being said during lectures, which have more than 10 000 views?
  41. 41. RTM Interent of things Archetypes Big Data Storytelling Cannes Inbound marketing Groth hacking GenZ Mobile Branded content Permission marketing Omnichannelling Mobile Gamification Convergence of media
 2017 trends
  42. 42. We can find tones of articles about topics above. Majority of them are presenting the same thoughts that aren’t change anything. People think, that if thought appears often in a public space, it means that it has to be true.
  43. 43. But in the reality we are talking all the time about the same things. We are inventing new ways to deceive customers. In the past, adverts tried to interest people, now we are trying to place adverts in the places where nobody is expecting them.
  44. 44. 20 years ago ads used only few mediums - TV, radios, press and outdoor.
 
 Their content was more important than intrusive placements with very boring messages.
  45. 45. Our „innovative” 
 thoughts Timeless thoughts by people that nobody is listening toVS
  46. 46. RTM Interent of things Archetypy Big Data Storytelling Cannes Inbound marketing Groth hacking GenZ Mobile Branded content Permission marketing Omnichannelling Mobile Grywalizacja Konwergencja mediów Trendy na 2017 “Just move me dude.” - Dan Weiden VS
  47. 47. RTM Interent of things Archetypy Big Data Storytelling Cannes Inbound marketing Groth hacking GenZ Mobile Branded content Permission marketing Omnichannelling Mobile Grywalizacja Konwergencja mediów Trendy na 2017 “Adapt your techniques to an idea, not an idea to your techniques.” - Bill Bernbach VS
  48. 48. RTM Interent of things Archetypy Big Data Storytelling Cannes Inbound marketing Groth hacking GenZ Mobile Branded content Permission marketing Omnichannelling Mobile Grywalizacja Konwergencja mediów Trendy na 2017 "The real fact of the matter is that nobody reads ads. People read what interest them, and sometimes it's an ad.” - Howard Gossage VS
  49. 49. RTM Interent of things Archetypy Big Data Storytelling Cannes Inbound marketing Groth hacking GenZ Mobile Branded content Permission marketing Omnichannelling Mobile Grywalizacja Konwergencja mediów Trendy na 2017 "What I’ve always loved to do is build a brand that’s so cool that you want to wear their T-shirt.” - Lee Clow VS
  50. 50. RTM Interent of things Archetypy Big Data Storytelling Cannes Inbound marketing Groth hacking GenZ Mobile Branded content Permission marketing Omnichannelling Mobile Grywalizacja Konwergencja mediów Trendy na 2017 “There is no rivalry between Google and traditional advertising.” - Maurice Saatchi VS
  51. 51. RTM Interent of things Archetypy Big Data Storytelling Cannes Inbound marketing Groth hacking GenZ Mobile Branded content Permission marketing Omnichannelling Mobile Grywalizacja Konwergencja mediów Trendy na 2017 “Don’t tell me how good you make it; tell me how good it makes me when I use it.” - Leo Burnett VS
  52. 52. RTM Interent of things Archetypy Big Data Storytelling Cannes Inbound marketing Groth hacking GenZ Mobile Branded content Permission marketing Omnichannelling Mobile Grywalizacja Konwergencja mediów Trendy na 2017 “The message is the medium.” - John Hegarty VS
  53. 53. RTM Interent of things Archetypy Big Data Storytelling Cannes Inbound marketing Groth hacking GenZ Mobile Branded content Permission marketing Omnichannelling Mobile Grywalizacja Konwergencja mediów Trendy na 2017 “People tell you who they are, but we ignore it because we want them to be who we want them to be.” - Don Draper VS
  54. 54. RTM Interent of things Archetypy Big Data Storytelling Cannes Inbound marketing Groth hacking GenZ Mobile Branded content Permission marketing Omnichannelling Mobile Grywalizacja Konwergencja mediów Trendy na 2017 “People tell you who they are, but we ignore it because we want them to be who we want them to be.” - Don Draper VS Oh, actually everybody is listening to him
  55. 55. AlbertStęclik JuniorStrategicPlanner albert.steclik@vml.com Videos with less than 1000 views 
 can be found at:
 http://LudzieKtorychNiktNieSlucha.pl
  56. 56. Sources: Dave Trott 
 https://youtu.be/VXsEFr9DHkc 
 Martin Weigel 
 https://youtu.be/E6WV-sT8RWE 
 http://www.slideshare.net/mweigel/how-to-not-fail-16647530?qid=4071add0- cb50-4943-9697-90edf235c565&v=qf1&b=&from_search=1 Rob Campbell
 http://www.slideshare.net/Robertc1970/psfk-conference-singapore-sunshine-presentation-13- presentation
 https://youtu.be/UazdKJPgPos
 https://youtu.be/qYV5nPM1hrE John Hegarty
 https://youtu.be/qYV5nPM1hrE

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