Description:
Before I actually begin I want to quote a well-known person Will Roger. "Advertising is the art of convincing people to spend money they don't have for something they don't need." But it’s not working anymore. The truth is that traditional model of advertising is dead. Now 76% of consumers do not believe that companies tell the truth in advertisements. In 2000 80% of people could be reached with three 60-second TV spots. In 2012, it required 117 prime-time commercials to do the same. 85% of people stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom. All of these means that today’s marketing model is broken. And Revolution is already in process. So our goal is to make advertisements so great, people can’t help but talk about it. Only something remarkable is worth talking about and worth noticing in modern society. It should be something that marketers call “Purple Cow”. “Purple Cow” is a product, service, or company that is memorable, exceptional, and remarkable. If you are driving down the road and see a cow, your reaction is "oh, a cow". But if you drove down the street and saw a purple cow... you would say, "WOW! A purple cow! Pull over! Grab the video camera, let's put it on YouTube!" Our job as marketers is to build purple cows and get people to talk about our purple cows as often as possible. To make it easier for you to understand here are some examples of ‘purple cows’ in modern business. It’s hard not to notice Lady Gaga, especially when she showed up to receive awards wearing a dress made of meat! Lady Gaga is a prime example of a purple cow, after all how could you forget her? Another good example of Purple Cow is soap shop Lush. Many kinds of soap created by hand, are laying on the shelves like pieces of cheese. You choose the type of soap you want to buy and everything is wrapped up, as if you really bought cheese. This product does not need advertising. It advertises itself in the homes of their customers. One more example is Longaberger Company - America's premier maker of handcrafted baskets. One of the special elements of the company is its retail store architecture. Architecture today is one of the major factors that can turn your ordinary product in the "purple cow”, especially for Ukraine, where most of the buildings are the same. In conclusion it must be said that nowadays when traditional marketing is not working anymore it’s really important to find new ways to make it work. That is why we found out how to make consumers buy the product through effective advertising and marketing. In this case ‘Purple Cow’ concept is really helpful. Creating purple cows is hard but it’s necessary in marketing today. Thank you for attention. And I hope my presentation was a purple cow for you.
