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and content
stories
@craigrodney
@southafrica
not work
advertising does
let’s interrupt their attention
In a *sample test of DStv viewers with a PVR decoder, the majority of the viewers said they would rather fast forward through the adverts.
*members of the audience
Why is the online banner ad click-through rate so shockingly low?
Why do YouTube pre-roll ads feel like the longest 5 seconds of your life?
Why are cellphones illegal to use when you drive, but billboards on road sides are legal?
No-one actively chooses to consume adverts. They are the price we pay for free content.
banksy’s truth
“You owe the companies nothing. Less than nothing, you especially don’t owe them any courtesy. They owe you. They have re-arranged the world to put themselves in
front of you. They never asked for your permission, don’t even start asking for theirs.”
Someone who chooses to listen is a thousand times more valuable than someone who is forced to listen.
banksy’s truth
story the
all about
Good photo
Great photo
Incredible photo
simplicity
wins always
jim carrey photo
photo the same
simple
be scary
can
imposter syndrome
action vs
consequence
FOMO
something be
you must
@lorraineloots @white_onrice @iseeadifferentyou
“You’re the …… account”
“fluffy pillows” “shiny bathrooms” “tasty buffet”
“smiley car hire person” “clean car interior” “helpful booking agent”
not about
it’s
you
People don’t care what you get out of it, they only care what
they get out of it
quality breakfast
comfortable
noise
internet access
clean service
hotel criteria
a new perspective
the bucket list
learning
meet new people
adventure exploration
travel criteria
Don’t just be ‘HOW’ people travel, you must be ‘WHY’ people travel
activity | location | hotel
you
sacrifice principle
the
What’s big in your world is not necessarily big in the world
Bran
d m
essa
ge
Audience size
THE SACRIFICE PRINCIPLE
Bran
d m
essa
ge
Audience size Product press release Cat pictures
THE SACRIFICE PRINCIPLE
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Bran
d m
essa
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Audience size Product press release Cat pictures
THE SACRIFICE PRINCIPLE
stories
imagine now
the
Bran
d m
essa
ge
activity location hotel
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be the why, not the what
be something
it’s not about you, sacrifice
tell incredible stories
simple action
recap the
thank you
