Sometimes the real problem is hiddenp

right in front of us

When asked, 92% of both business owners and customers sayowners and customers say…

I started thinking…

Humans = genetically built to handle l ttclutter

So, we can find what we want…

I kept thinking…

Wh t’ i i g i ll th t l tt ?What’s missing in all that clutter?

In our digital age you can get In our digital age you can get anything; billions and billions of anything; billions and billions of

websites. Our new problem is pscarcity of attention.

We have more and more We have more and more information but our ability to information, but our ability to

understand and make meaning gout of it all is quickly dwindling.

The Internet gives us The Internet gives us more content than we

can use, PLUS much of it cannot be trusted.

Customers becoming Customers becoming increasingly unable to find and g y

then trust any information, no matter where or when

Companies, instead of focusing on selling with their marketing, develop an over-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 ontechnology, 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, ratingsocial 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.)to the piles of data out there.)

How did we get in such a state?

Advertising, A Quick History

Back in the old daysBack 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…

W l t TVWelcome to TV

The impact of television on advertising

Time 2 – 2 ½ minutes 30 seconds

Companies 7 - 10 thousands

Cost £ £££££££££££

The Rise of the Branders

Branders!!!Branders!!!

Their success led to a spread of the methods of branding, which led to a paradigm benchmark which led to universitieswhich 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 g g g gadvertising.

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 p p pbecause 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 sellgems that can convince and sell, those gems that can result in a

long term sustainable marketinglong term, sustainable marketing advantage

We believe that within your business is enough meaningful information to convince anyone

and everyone to buy what you sell.y y y

Our Challenge is to help business owners find the right content and then communicate that content then communicate that content

in the best manner possible.

meaningful messages make the biggest impactgg p

hardworking, meaningful content!!