Changing someones opinion is one of the hardest things to do in business. Our world views are very often entrenched and shaped over many years. A consistent improvement in products or service over many years can often get the job done. But this is a long game. Every now and again someone manages to do it a couple of minutes. I have recently had one such moment personally with an advertisement. Watch this below and then I’ll bare my soul to you…
It’s kind of embarrassing to admit this, but before I saw this advertisement I had zero interest in the Paralympics. I honestly felt as though I was compelled to respect them. As though it was evil not to like the event or even care about it. But I didn’t care at all.
Fast forward 1 minute 30 seconds and I not only want to watch them this year, but have a new found level of respect and interest. It’s another great example of how we no longer buy what people do, but why they do it.
Here’s 3 cool videos that have landed on my desk top that are worth sharing for different reasons.
1. A great advertisement which I’m putting in the anti-social media category. Taking a simple human truth that is top of mind for many of us as we blindly forge ahead into the world of big brother. I really do feel like we might see a lot of people moving against a digital public life soon. Is this the start?
2. Another more subtle advertisement from Quiksilver. The thing a like about this is that it moves deeply into the mind of the surfer. It unlock how emotionally attached to surfing we are. And for those who have never been inside a tube – it looks very similar to the visual in the film below.
3. Is of the art of presenting to an audience. It is the late Steve Jobs who knew how to use theatre to sell. Here he demonstrates the first ever laptop with wifi way back in 1999.
Guys – this link was made private by the Arts council while they get other stuff ready – they promise me it will be available shortly and I will advise.
Here’s a talk I did for the Arts Australia Council Marketing Conference. It’s kinda long – around 30 minutes, but it might have a few useful ideas for my readers in the entrepreneurial and marketing space.
(I apologise for making up the word ‘decomplexify’ during the talk. My mouth was moving faster than my brain at that stage)
In the early years we had ‘customers’.
Then we invented demographics and started using that horrible word ‘consumers’.
We went on line and started talking about ‘users’. (Sound like drug addicts to me)
I rather prefer the word people….
But if we do really well we might even develop some fans. And fans are what we should be aiming for. This doco below on fan culture looks interesting. I’d be keen to know if anyone has seen it. I even hear Sean the Sports Geek might even be in it…
And before you watch this trailer it’s worth having think about the things, people, ideas and brands that you are a fan of and why. There are some nice clues in this thought experiment.
I was recently reading an article which asked advertising people if they had to choose youth or experience what would they choose.
Ogilvy executive chairman Tom Moult sited the exemplar below.
There’s an old David Ogilvy story. He was looking at some creative work from a junior. He asked how the guy how he knew the ads would work, the junior explained that he was sure they would as his intuition told him so.
Ogilvy said, “Imagine your appendix ruptures right now, and I rush you to hospital. There are two surgeons available, one is an experienced surgeon, and the other one is new to the game but is offering to operate on you using his intuition. Which one would you choose?”
While David Ogilvy was a genius, and this is a compelling allegory he forgot one important thing. Advertising is not surgery. It’s not even a science for that matter, so we should never judge it as such.
What would I choose?
A youthful attitude.
Youth is a state of mind and our mind is as nimble or as old as we let it be.
Grey Advertising just conducted it’s Eye on Australia sentiment study for the 21st year. The study focuses on how Australians are feeling socially and economically with view points on various industries and demographic groups. This year the results have been complied in a cool animated info graphic below.
A great snapshot for marketers and entrepreneurs alike. Enjoy!
I came across this terrific piece of film where the founder of Advertising Agency Wieden+Kennedy – Dan Wieden spoke on the future of TV. He has a smart point of view on “The New TV Landscape” and the opportunities it presents in business.
Besides the fact that it is a great micro lesson, for me it’s another reminder at how terrific the world is today where we can have almost instantaneous access to the worlds great thinkers, for free. As entrepreneurs, we just need to seek it out.