Download - Cutting Through The Clutter
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Cutting throughthe clutter
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facT:In 1971 the average personencountered approximately
560ad messages per day.
David Shenk, from the book ‘Data Smog’
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Today, the number is fast approaching
5,000David Shenk, from the book ‘Data Smog’
facT:
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The average person receives on average
178 messages a day.Those include email, phone & fax
David Shenk, from the book ‘Data Smog’
facT:
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iPod circa1971
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Google circa1971
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Phone circa1971
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e-mail circa1971
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We live in a complexworld with constant
over-communication.
The old rules advertisingand marketing are no
longer relevant.
- John Weitzel
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http://www.youtube.com/watch?v=xwqPYeTSYng&feature=related
STOP
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“Great design is simple.It doesn’t require an effort
to look at it.”~Juan Montoya
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Mission:Reverse Canadian Club’s 16 year decline
Target:Males 30-39
Media:5 million dollar print buy, mostly magazines
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Lifted sales +4.4% within 3 monthsof campaign launch,
outpacing the category leader.
Damn RightThey Got Results:
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“After all the statisticsand calculations
are formulated theone element
that breathes lifeinto marketingis good design.”
- Steve Jobs
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What are you really selling?
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Harley-Davidson doesnot sell motorcycles.
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Jack Daniels doesnot sell whiskey.
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Apple does notsell computers.
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Doc Marten does notsell shoes.
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Kodak does not sell film.
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Corona does not sell beer.
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Adverpanicking
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It’s time to stopAdverpanicking
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Stop Adverpanicking
• Good advertising is about the customer.Bad advertising is about the advertiser.
• Stop answering questionsthat nobody is asking
• Customers want to know ‘why’not who, what, when & where
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Stop Adverpanicking
• Practice safe design. Use a concept.
• Stop telling clients what they want to hear,tell them what they need to hear.
• Good ideas need to be sold.
• Respect the law of seedtime and harvest
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“Our life is frittered awayby detail. Simplify, simplify.”
~Henry David Thoreau
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