ADVERTISING FOR
STARTUPS
@ChrisRawlinson
Jack Dorsey’s 24th March
2006, sketch plan for twitter
THE BASIC
RULES OF
ADVERTISING
Rule 1
Nobody cares about advertising
Rule 2
In order to be successful,
you need to get noticed.
Rule 3
Add value
CUSTOMERS USED TO
BE LIKE DOGS.
(PREDICTABLE, EASILY TRAINED,
EASY TO GRAB THEIR ATTENTION)
NOW THE’RE LIKE
CATS.
(UNPREDICTABLE, HARD TO KEEP
THEIR ATTENTION)
THE QUESTION IS NOT TECHNOLOGY
THE QUESTION IS SOCIETY
GOLDEN CIRCLE
WHATHOWWHY
“PEOPLE DON’T BUY
WHAT YOU DO,
THEY BUY WHY YOU
DO IT.”
Simon Sinek
BORING INSPIRING
BRANDS NEED A POINT OF VIEW
BRAND ….. BELIEVES
THE WORLD WOULD
BE A BETTER PLACE
IF…..
THE BIG IDEAL
THE BIG IDEAL
BRANDS BEST SELF CULTURAL TENSION
Dove is a celebration of natural beauty.
False stereotypes on beauty put women under pressure.
Dove believes the world would be a
better place if women were allowed to
feel good about themselves.
BIG IDEAL
HANDY TIPS I’VE
LEARNED ALONG
THE WAY
YOUR COMPANY
SHOULD BE YOUR
GREATEST
MARKETING
ASSET
(RATHER SPEND TIME/CASH
ON THAT THAN ADVERTISING)
SHARING IS THE NEW
MEDIA
EMPOWER YOUR NICHE
(There are no more mass audiences
online, only mass niches.)
SURROUND
YOURSELVES
WITH THE
FREAKS(If you want to do something extraordinary,
go and talk to some extraordinary people.)
EXPERIMENT
EXPERIMENT
EXPERIMENT
(NO BODY KNOWS YOU, THE WORST THAT
COULD HAPPPEN IS STILL NO BODY
NOTICES.
DON’T AIM TO FAIL, AIM TO WIN)
WRITE THE
PRESS
RELEASE,
NOT THE AD
ARGUMENTS LEAD
TO CONCLUSIONS.
EMOTION DRIVES
ACTION.
DOING GOOD
IS GOOD FOR
BUSINESS
MOBILITYIS THE BIG DADDY OF GAME CHANGERS
THERE ARE
NOW MORE
MOBILE
PHONES IN
THE WORLD
THAN PEOPLE
HAASBROEK STREET ART
(A PHOTO OF A SNAPSCAN CODE ON FACEBOOK BACAME
A MOBILE PAYMENT SOLUTION.)
A BRAND ISN’T JUST MADE,
IT’S BUILT UP OVER TIME.
(DEVELOP A CULTURE THAT MAKES BETTER
SMALL IDEAS. GREAT WINS TAKE TIME )
“The illiterates of the 21st century
will not be those who cannot read
and write, but those who cannot
learn, unlearn, and relearn.”Alvin Toffler
“BEFORE YOU MARRY A PERSON YOU SHOULD
FIRST MAKE THEM USE A COMPUTER WITH
SLOW INTERNET TO SEE WHO THEY REALLY
ARE.”WILL FARRELL
THANKS
@ChrisRawlinson
www.chrisrawlinson.com