2. Sometimes the real problem is hidden
p
right in front of us

4. When asked, 92% of both business
owners and customers say
say…

7. I started thinking…

10. Humans = genetically built to handle
clutter
l tt

12. So, we can find what we want…

13. I kept thinking…

17. What’s i i g i ll th t l tt ?
Wh t’ missing in all that clutter?

21. In our digital age you can get
anything; billions and billions of
websites. Our new problem is
p
scarcity of attention.

22. We have more and more
information,
information but our ability to
understand and make meaning g
out of it all is quickly dwindling.

23. The Internet gives us
more content than we
can use, PLUS much of it
cannot be trusted.

26. Customers becoming
increasingly unable to find and
gy
then trust any information, no
matter where or when

28. Companies, instead of focusing on selling
with their marketing, develop an over-
over
dependence on tactical solutions, tactical
experts, and creativity.
Twitter, MySpace, Creative, Banner ads, Flash, TIVO busting
technology,
technology fake blogs real blogs and on and on and on
blogs, blogs,

29. Even the behaviour of customers
reflect their attempt to solve this
Especially online, you see the growth of blogs,
social networks, Web 2.0, networking, rating
systems, sharing, and so on.
(These are ad hoc systems designed to add human meaning
to the piles of data out there.)

30. How did we get in such a state?

31. Advertising, A Quick History

32. Back in the old days
days…
Ads were sellers, there was more time, more space
In the US, only a handful of companies were national,
so there was much less competition…

33. Welcome to TV
W l t

34. The impact of television on advertising
Time 2 – 2 ½ minutes 30 seconds
Companies 7 - 10 thousands
Cost £ £££££££££££

35. The Rise of the Branders

38. Branders!!!
Their success led to a spread of the methods of branding,
which led to a paradigm benchmark, which led to universities
benchmark
changing their curriculum to educate new advertisers and
marketers in the concepts of branding, which led to a sea
change in what was thought of a good marketing and
g g g g
advertising.
So advertising changed from trying to educate the customer to
advertising focused solely on the CREATIVE.

39. So, we deal with a flood of EMPTY and
MEANINGLESS clutter
And most people cannot see what the real problem is
p p p
because after all, the flood is exactly what everyone thinks is
good advertising anyways

40. So, how do we solve the problem?

41. Quick answer, We don’t

42. However,
We can strive to take advantage of the systemic
weakness in most advertising.

43. We can do this because most companies
do a good job creating good products
and can build good service

44. Where most companies fail is in
effectively marketing and advertising to
communicate to their prospective
customers

45. They fail to mine and find those
gems that can convince and sell
sell,
those gems that can result in a
long term sustainable marketing
term,
advantage

46. We believe that within your business is enough
meaningful information to convince anyone
and everyone to buy what you sell.
y y y

47. Our Challenge is to help business
owners find the right content and
then communicate that content
in the best manner possible.

48. meaningful messages make the
biggest impact
gg p

49. hardworking, meaningful content!!