BUY OR BUILD?

Scott Gray | @thescott Content Director @ Quirk

AUDIENCES

THIS MEDIA IS INTERRUPTIVE AND WILL HAPPEN WHETHER YOU LIKE IT OR NOT. THE AUDIENCE DOESN’T GET TO CHOOSE. [If you have a PVR you can skip it, but it's still there.]

The traditional advertising stack

4. BUY ALL THE MEDIA!

3. TEST AD ON FOCUS GROUP

2. CREATE ADVERT

1. UNDERSTAND THE AUDIENCE

"Digital is a participatory layer of all media that

allows users to self-select their own experiences."

@Bud_Caddell

SVP, Invention Director at Deutsch LA

A NEW PARADIGM

BUILDING YOUR OWN AUDIENCE

“The biggest audience Nike had on any given day was when 200 million tuned into the Super Bowl. Now, across all its sites and social media communities, it can hit that figure any day.”

“Nike's new marketing mojo.”

Fortune Management, CNN. bit.ly/nike-digital

THE MOST IMPORTANT THING TO UNDERSTaND

WHAT GOT US HERE WON’T GET US THERE

6THINGS in no particular order (sort of)

15s = 30s

Reboot your traditional mindset.

#1

START with the end.

#2

THE CLASSIC TVC CONSTRUCT: 1.  Set the scene 2.  Build anticipation 3.  Reveal the punchline 4.  Talk about the product

0 5 10 30

Classic TVC

WEB VIDEO

ATTE

NTIO

N SP

AN

Time (seconds)

* Not scientific

0 5 10 30

ATTE

NTIO

N SP

AN

Time (seconds)

START with the end.

#2

THE CLASSIC TVC CONSTRUCT: 1.  Set the scene 2.  Build anticipation 3.  Reveal the punchline 4.  Talk about the product

•  “Skip ad” •  Scroll further down stream •  Tired of waiting to load

* Not scientific

Get the basics right:

1.  Optimisation of content and channel. "Summer TVC" is not a USEFUL title.

2.  KEEP IT TIDY. Your social channels are not dumping grounds!

#3

Have a clear sense of purpose that people can buy into.

#4 Start with why

Brand Purpose

Google “To organize the world's information and make it universally accessible and useful.”

Nike To bring inspiration and innovation to every athlete* in the world. *"If you have a body, you are an athlete.

Apple Think different

[See: bit.ly/strtwthwhy]

People are YOUR media

channels.

#5

Design for sharing by being relevant. (you can’t buy earned media)

BE BRAVE

#6 AVERAGE IS NOT A GOOD LONG TERM STRATEGY

"Nobody said it would be easy" Sheryl Crow.

THANKS!

twitter.com/thescott