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Cutting throughthe clutter
facT:In 1971 the average personencountered approximately
560ad messages per day.
David Shenk, from the book ‘Data Smog’
Today, the number is fast approaching
5,000David Shenk, from the book ‘Data Smog’
facT:
The average person receives on average
178 messages a day.Those include email, phone & fax
David Shenk, from the book ‘Data Smog’
facT:
iPod circa1971
Google circa1971
Phone circa1971
e-mail circa1971
We live in a complexworld with constant
over-communication.
The old rules advertisingand marketing are no
longer relevant.
- John Weitzel
http://www.youtube.com/watch?v=xwqPYeTSYng&feature=related
STOP
“Great design is simple.It doesn’t require an effort
to look at it.”~Juan Montoya
Mission:Reverse Canadian Club’s 16 year decline
Target:Males 30-39
Media:5 million dollar print buy, mostly magazines
Lifted sales +4.4% within 3 monthsof campaign launch,
outpacing the category leader.
Damn RightThey Got Results:
“After all the statisticsand calculations
are formulated theone element
that breathes lifeinto marketingis good design.”
- Steve Jobs
What are you really selling?
Harley-Davidson doesnot sell motorcycles.
Jack Daniels doesnot sell whiskey.
Apple does notsell computers.
Doc Marten does notsell shoes.
Kodak does not sell film.
Corona does not sell beer.
Adverpanicking
It’s time to stopAdverpanicking
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
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
“Our life is frittered awayby detail. Simplify, simplify.”
~Henry David Thoreau
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