UW PR Class Presentation
62
It’s a new world.
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This presentation on how the world of marketing communications has changed -- and how you can be better prepared to get a job in it -- was delivered to students of Professor Kathleen Fearn-Banks in January 2012.
Transcript of UW PR Class Presentation
It’s a new world.
It’s a new world.Here’s how to get
a job in it.
My story:
My other story:
do or die
Surviving and thriving in a world wherethe old ways of marketing aren’t getting it done.
If it’s a new world, what did the old one look like?
The cornerstones of marketing communications:
PR, Advertising, Design
In PR, the media is earned.
In advertising, the media is paid.
In design, the media is owned.
In design, the media is owned.
PR, advertising, and design are still important. But they’re not enough.
1990
2010
What happened?
The web makes information instant
-15
-10
-5
0
5
10
15
20
Online Local TV Network Newspaper Radio Magazines Cable
-13.7-8.9-6-5-3.4-1.5
17.3
Everyone’s turning to the web
Where do you turn for news -- % change 2009-2010
The web is a two-way street
The web is a two-way street
0
22.5
45
67.5
90
Friend SM Review Website TV Ad Radio Ad Banner Ad
33
55
62
7070
90
People trust strangers more than ads
% of U.S. Respondents Reporting Trusting a Source “Completely” or “Somewhat”
What else happened?
What else happened?
You can’t talk to people who aren’t listening.
You can’t convince people who don’t believe you.
You can no longer just “say.”You must “do.”
do or die
Surviving and thriving in a world wherethe old ways of marketing aren’t getting it done.
Is: Young
Male
Gamers
Gadget Lovers
Is: Isn’t:Young Media User
Male
Gamers
Gadget Lovers
Results:
#1 iPhone app in 36 countries
4.3 million downloads
Results:
Sales leads up 81%
Test drive requests up 86%
Sales exceeded projections by 3x
Cost: “About 1/30th the cost of a standard car launch”
Results:
The first successful launch of a car model without any advertising
If it’s now all about doing,what should you do?
1. Decide where you want to work
2. Make 100 LinkedIn connections
3. Get deeply involved in digital
TUMBLER DEL.ICIO.US APP STORE
FACEBOOK FLICKR RSS
YELP TWITTERUSTREAM
FOURSQUARE WORDPRESS YOUTUBE
4. Become an expert
5. Learn from people in the business
What can I do for you?
Larry [email protected]
LinkedIn: Larry AsherFacebook: School of Visual Concepts
slideshare.net/svcseattle
