Marketing…what is the real problem?

When asked, 92% of both business owners and customers

say…

I started thinking…

What’s missing in all that clutter?

The Real Problem, part 2

As if that wasn’t enough, how comes the Internet!!

(a renewed focus on content, content makes sites “sticky”, Google loves content…)

Doesn’t the Internet solve this problem?

The Real Problem, part 2

The Internet gives us more content than we can use, PLUS

much of it cannot be trusted.

(54,345 sites on poodles? Can all of it be good, and how do I find that one site that tells

me how it is?)

The Explosion of Data!!

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

when

A flood of EMPTY and MEANINGLESS clutter and hidden somewhere is the

information that will convince ALL your customers

This problem shows up in a wide range of place

Companies, instead of focusing on selling with their marketing, develop an over-

dependence on tactical solutions, tactical experts, and creativity.

Twitter, MySpace, Creative, Banner ads, Flash, TIVO busting technology, fake blogs, real blogs, and on and on and on

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.)

So, how did we get here?

Back in the old 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…

The Advent of Television

The impact of television on advertising

Time

Companies

Cost

2 – 2 ½ minutes

7 - 10

£

30 seconds

thousands

£££££££££££

The Rise of the Branders

Changing of the Gaurd

Claude Hopkins

Caples

Rosser Reeves

David Ogilvy

Leo Burnett

Bill Bernbach

Branders!!!

Their success led to a spread of the methods of branding, which led to a paradigm benchmark, which led to universities

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 advertising.

So advertising changed from trying to educate the customer to advertising focused solely on the CREATIVE.

So, we deal with a flood of EMPTY and MEANINGLESS clutter

And most people cannot see what the real problem is because after all, the flood is exactly what everyone thinks is

good advertising anyways

So, how do we solve the problem?

Quick answer, We don’t

However,

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

We can do this because most companies do a good job creating good products

and can build good service

Where most companies fail is in effectively marketing and advertising to

communicate to their prospective customers

They fail to mine and find those gems that can convince and sell, those gems that can result in a

long term, sustainable marketing advantage

They fail to find those gems that can They fail to find those gems that can convince and sell, those gems can result in convince and sell, those gems can result in

a long term, sustainable marketing a long term, sustainable marketing advantageadvantage

We believe that within your experience and business is enough meaningful information to convince anyone and everyone to buy what

you sell.

Our challenge is to teach you how to identify and develop that information. And then to help you craft your marketing and

advertising using it.

meaningful messages make the biggest impact