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