O.K. fellow travelers, we have our one hundred subscribers the invoices are going out next week and as soon as the checks clear we go into stealth mode. If less than one hundred checks come in and clear, I'll let you know on these pages and we will make up the short fall. Until then, it's business as usual and here is the next question from Danny Z. in New York City. This Weeks Question: What the hell is I thought you'd never ask. Most people don't know me from Adam's house cat. But millions, even billions have been exposed to my work. I have been responsible for creating some of the most memorable advertising campaigns in history. "I'm Stuck On Band-Aid Brand," " A Mind Is A Terrible Thing To Waste." "Chow, Chow, Chow," Quality Is job 1," and the list goes on and on. Suffice to say my work has withstood the test of time and in the process brought me great success.
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A few years ago I began to realize that even with all my success, people were paying less and less attention to my advertising (or any advertising) any more. Persuasion scores were flat lining. Memorability scores were in the toilet. Research was indicating that people were becoming advertising immune. No matter what we were was selling, no matter how clever we were at selling it, less and less people were paying attention. Network ratings were down. Neilsons and Arbitrons were tanking. New product failures were at an all time high. That was when I came to understand that people were tired of being sold. The time had come to make advertising mean something more than an interruption of Spongebob. The jolly ship Madison Avenue was taking water, but the band played on. Nobody had any answers. They just kept whistling through the graveyard as if nothing was wrong So I made the decision to come up with something new. I knew enough to know that to create something people would find meaningful I would have to start with the premise that people no longer wanted to be treated like customers, or consumers, or users or "the market." Ad people were sounding like record people, right before file-sharing killed 12% of their business for 3 years in a row. The truth is, that most people ignore advertising. It doesn't mean anything to them. They feel advertising is for people who don't know any better. So off I went to find out what it was that did mean something to almost everybody. It took me four years and cost me a bundle. But I finally got it down to four universal topics of interest. If you are like most people, you want to know: These four topics may sound simple, but they took a lot of Cal State University undergrads and scads of mainframe time to figure out. And now that I know what there is to know, it's time to act on all of that insight so as to bring about change. So I set out to find other exceptional advertising minds to share my findings with and thereby create a remarkable new generation of advanced advertising practices from the ground up. These advanced practices came to be known as NeoAdvertising ("Neo" means new.) and the four universal topics of interest are the pillars upon which we are building the future. NeoAdvertising comes in four basic flavors: The first are Lean Advertising Networks (LAN). Interlocking networks of sponsor produced content that delivers wave after wave of meaningful insight about the four universal topics of interest. LANs are webisotic in nature, with interactive components that are designed to encourage their audiences to contribute their particular experiences to each topic to inspire greater and greater depth of experience. NeoAdvertorials are dramatically designed as multiple, consecutive print spreads created to run in highly targeted print media. The objective of the NeoAdvertorial is to drive the audience to a topic-specific microsite that examines the given universal topic of interest in depth. For a look at a NeoAdvertorial Campaign for Visa, click here. Transformational Ideas, which we touched upon last week are the third component of NeoAdvertising. These are generally associated with game-changing technology solutions or alternative media. An example would be the use of YouTube by real estate developers in downtown Los Angeles to distribute loft tours, or the emergence of "Green" compliance as a B2B marketing platform. Adaptive Branding Initiatives which encompass an entirely new perspective on traditional branding perspective. Instead of striving for consistency across all points of exposure, Adaptive Brands strive to make their identities relevant and meaningful to the ever-changing interests and issues that define specific audiences over time. Adaptive Brands strive to be known for what they do, not what they say or how they look or feel. Product attributes and benefits are secondary to Adaptive Brand Values which strive to remain in sync with their respective audiences. The Institute of Advanced Practices In Advertising is open for membership to any of you who have a burning desire to change the course of the advertising industry through the establishment of a new standard for best practices and audience engagement. If you would like to join us on the frontier of NeoAdvertising start by clicking here.
Stay strong.
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