It been really fantastic to take part of Cannes Lions. My dream as an author is to reach the right readers, therefore I would like to thank the Cannes Lions International Advertising Festival for letting me share 10,000 newly printed books with the most passionate people in the world possible. Its been a dream to reach and meet the dream readers of my new book, “The Fall of PR and the Rise of Advertising.”
Archive for juni, 2009
This is an call action in spreading my download link. The reason is that a lot of people told me that the my website shot down, when I released my new book “The Fall of PR and the Rise of Advertising” as an free download this week. In now time over 4 GB of downloading of the book. I guess that thousands of people downloading which size is only a few MB was fast become a few more gigabytes than any web-host could manage. But now its up and running again so please feel free to download more gigabytes (please report if it shots down again). In other words increase the downloading by spreading the links below. And please report if the site shot down again.
Click here to free download the full content of the book: The Fall of PR & the Rise of Advertising.
Yesterday was Biz Stone Co-founder of Twitter holding an lecture on Cannes Lions (off course one-line with twittering questions from the hole world). It was amazing to here how simple they came up with the Twitter idea. They talked about what people like to talk about, nonsense stuff that makes the day go smooth at the office, in school and day to day life. So they created Twitter, and people like to Twittering about what they do. One point Biz Stone deliver that is interesting, is the same as many other experts do. Internet is starting to cooling down in interest at least when it comes to website, instead it all about 4,2 billions mobiles that are ready to connect with new solutions. And that the mobile market is their target for their future developing, they will also deliver much better search function on the site Twitter.com. Biz got an question on whats the coolest thing he got Twittering to him. He did respond that he are not an good judge on whats cool, but gave an fun example. I think that is his persona, he dont talk about being cool he and his team creates cool stuff for the world to enjoy, that is cool.
On the question what is the difference between Faceebook and Twitter he responded:
Twitter is not an two way communication, you follow information not an exact person.
Biz Stone Co-founder of Twitter
International author and speaker, Stefan Engeseth, gives away 10,000 copies of his new book, The Fall of PR and the Rise of Advertising, at the Cannes Lions International Advertising Festival. It is one of the world’s largest book releases with a retail value of €103,600.
In our harsh economic times, it is important to move business forward. That’s why author Stefan Engeseth gives away
10,000 newly printed books at the Cannes Lions International Advertising Festival, taking place June 21–27. A copy of his book will be included in all delegates’ bags. It felt so logical for the author to do this that he also in person will hand out books at the festival. His goal is to raise the economic bar with his book, which is full of creative and inspiring business ideas. It is Engeseth’s dream as an author to reach all the readers who can make a difference, so he will also give away the full book as a free download on his site www.detectivemarketing.com.
Isn’t a bit too out-of-the-box to give away 10,000 books? ‘People keep telling me I think outside the box, but I really don’t know what they mean. I’ve never even seen the box,’ says Stefan Engeseth.
10 ideas to raise the economic bar
1. Bring Google AdWords into the off-line world of real life – a simple idea that could increase Google’s sales by a factor of 99%.
2. Buildings as advertising monuments – build Goodyear in the shape of a tyre.
3. From top of mind to outer space. Markets are expanding from earth to space and onto new bodies of water created by global warming. It will be as profitable as selling life jackets on the Titanic when it was on its way down.
4 – 10. Click here to read all 10 ideas.
Move business forward and drag Top Management along with you!
Al Ries’ best selling book, The Fall of Advertising and the Rise of PR, shook the advertising industry to the bone. The advertising world was outraged. When Ries argued that advertising just wasn’t working any more, he had struck a nerve. Advertising was simply not changing with the times.
Half a decade later, things have come full circle. PR is now finding its credibility in the intensive care unit. Stefan Engeseth gives the PR business the same treatment. The Fall of PR & the Rise of Advertising, with a foreword by Al Ries, analyses the enormous changes in the media landscape in PR, advertising and everything in between.
Stefan Engeseth’s books, Detective Marketing and ONE, have firmly established him as one of today’s most refreshing business thinkers. In his latest book, The Fall of PR & the Rise of Advertising, he shows how advertising has redefined itself and re-emerged as a force to be reckoned with. Written in his trade mark, funny, original and provocative style, the book adds whole new dimensions to the business world.
Free download. Full content of the book.
Click here to download this press release in an text word document.
Click here to free download the full content of the book.
10 points that are speeding up the fall of PR.
10 points that are speeding up the rise of advertising.
Click here to get photos and book cover in HR.
For more information, contact Stefan Engeseth.
When quoting text or using visuals, cite the source: www.DetectiveMarketing.com. Building illustration by Joachim Nordwall, J.Nordwall Design.
1. Build entire branded towns – P&G City, Google Downtown. Living your brand means living in your brand.
2. Pampers should sponsor sex to increase their market.
3. Put the Nobel Prize in your iPhone.
4. Give away as much as you can for free, especially entertainment. Use advertising to foot the bill.
5. Bring Google AdWords into the off-line world of real life – a simple idea that could increase Google’s sales by a factor of 99%.
6. Introduce Moon Wine! Imagine, the first-ever space buzz – a brand that is reborn every night.
7. Virgin Space Mall – space shopping that will build buzz in zero gravity. Helium-filled upside down shopping bags all over town would make every shopper a walking billboard.
8. Buildings as advertising monuments – build Goodyear in the shape of a tyre or a Whirlpool house shaped like a refrigerator where the entire front of the building swings open.
9. From top of mind to outer space. Markets are expanding from earth to space and onto new bodies of water created by global warming. It will be as profitable as selling life jackets on the Titanic when it was on its way down.
10. Today’s thieves are stealing cars with advertising. They put it on the back window and when the driver gets out to remove it, the car thief jumps in and drives away. Why not turn this scam into an event along the lines of the MTV show Punk’d and turn it into advertising for insurance.
11. Doing the right thing at the right time is good advertising (like reading this book in public spaces and smiling).
Above from Stefan Engeseth new book: The Fall of PR & the Rise of Advertising. When quoting the book cite the source: www.DetectiveMarketing.com. Building illustration by Joachim Nordwall, J.Nordwall Design.
1. The Internet is starving for content; advertising no longer needs to buy expensive media to reach its target.
2. The more advertising costs, the better it sells. However, the reverse is true for PR: the more you spend, the more likely the consumer is to react negatively.
3. The advertising agency creates the strategy for the brand and works directly with top management. The PR agency doesn’t.
4. New insights into the human mind and the mechanics of tribes are easier to apply to advertising than PR. PR is a one night stand in a world where people are looking for lasting relationships with their brands.
5. Old school push advertising is being replaced by pull – good advertising is becoming as important as the brand itself.
6. When the sender of the message is clear, it is easier to reach today’s smart consumers with advertising. This makes it easier for companies to develop the next iPhone, Google or Harley-Davidson.
7. The advertising industry has a solid framework and its long history is full of lessons learned.
8. In our digital world, advertising reaches more consumers faster than ever.
9. Advertising has become part of the entertainment industry. Consumers are getting more sophisticated. Well-conceived, honest ads can have impact like never before.
10. There’s an old saying that half of all advertising is wasted, but we don’t know which half. Today, half the value of advertising is getting smart consumers to spread the word, extending the reach of the advertising into niche groups.
Above from Stefan Engeseth new book: The Fall of PR & the Rise of Advertising. When quoting the book cite the source: www.DetectiveMarketing.com
1. PR can no longer fly under the nonsense (or BS) radar. Today’s smart consumers see through PR messages in the media.
2. PR agencies can no longer hide the truth. With 100 million bloggers, media is no longer “the third party”, but rather, just one of many voices.
3. The PR industry is doing very little for their clients’ brand strategy and clients are starting to catch on.
4. A parrot can learn to say branding and advertising, but that doesn’t necessarily mean he understands what they mean. (Feel free to substitute executive for parrot…)
5. Greed and competition have driven PR agencies to sell press clippings by the kilo. The result: PR has become easier to spot as artificially generated and not an especially good bargain.
6. PR agencies love crisis management – not for the challenge, but for the money. Crisis management is a cash cow and is often sold by the same agency doing the rest of the PR.
7. With limited online savvy, PR agencies’ attempts to fake their way into reputable forums often backfire. (Several agencies have already been ousted for fake postings.)
8. PR agencies are nowhere near delivering what their customers are asking for. Nine out of ten of their customers surveyed aren’t sure what they’re paying for.✴
9. A lack of rules and ethics often drives PR agencies to go too far. (Or maybe selling seriously ill celebrities as spokespersons for pharmaceutical company products is OK? It seems that reality is more Sicko than Michael Moore’s film…)
10. Due to time restraints and competition from the Web, much of what passes for news has no credible source. Try it yourself: check the sources in the newspapers you read this week. If you can find one article with a real source, one without a profit motive, frame that article. It may be the last one of its kind.
✴Just like PR agencies’ years of “bought” studies, we have used the same unscientific methods to arrive at these figures: we interviewed a large number of PR customers over a period of two years. We’ve talked to a number of leading multinational companies that admit they’re not quite sure what they’re getting from their investment in PR.
Above from Stefan Engeseth new book: The Fall of PR & the Rise of Advertising. When quoting the book cite the source: www.DetectiveMarketing.com
When supercar maker Koenigsegg now are taken over once mighty SAAB. They need to get employs, consumers and the corporate culture into one thing, a new car model (in witch history and future will be included).
When a brand has got lost, it is often good to go back to its origins. I suggest that they produce the first car they ever made, the so-called “ur-Saab”, model 92001. According to my taste one of the most beautiful cars ever made, and unlike today’s SAAB cars, it is completely unique.
If they made it in a retro version environmentally-friendly motors and technology, it would easily fit in my garage, and most likely in those of the entire fan tribe that would then get something unique to unify itself around. They could easily build it with modern classical shapes from the Koenigsegg car. Then the employes and new and old customers can build fan tribes around the relationship, as between them in relation to the unique “Ur Saab” and Koenigsegg. It is the degree of uniqueness that determines how truly a brand is experienced.
If they would build this two cars into one and use input from their fan tribe they would sell more cars than they could produce.
Above partly from Stefan Engeseth new book: The Fall of PR & the Rise of Advertising. When quoting the book cite the source: www.DetectiveMarketing.com
Yesterday I test drove the Tesla Roadster (see picture). The car costs around 100.000 Euro, but then you don’t have to pay anything for petrol, as it’s an electric car. When you are test driving cars in this price level you always have to sign a paper that you are responsible for the car. I didn’t think about that when I sat comfortably in the Roadster. It’s got fantastic acceleration and is at the same time silent like a bicycle. Many men might prefer to hear the sound of a powerful engine, pumping up the adrenaline as a 4-feel Viagra. But be able to hear the birds is not too bad either, it more or less gives you a feeling of flying low.
I met the Tesla team at Globe Forum in Stockholm. I did directly saw this car as the next Bond car. Of course they did not disagree, how could they? But the interesting part is that they knew everything and everyone working with getting the car to become a Bond car. One of the answers were: “We invest in developing the car, and in the movie.”
The Bond movies did not in the beginning offer product placements. Today the product placements have totally taken over the movie. In the latest Bond movie I think the products where playing the leading parts. At the same time sustainability is too much of a geek party. The Tesla people do have good connections and they are having a dialogue with movie makers, so I think it’s only a matter of time before we will se a Tesla car in a top listed movie.
How to make the Tesla car the next Bond car: The whole world knows that our planet needs help to survive. To do so we need to change our way of living but maybe most of all our values. If Bond is to save the planet he would once again become “real” and relevant in our time. By putting a sustainable product in the movie we can reach all people and not only the few who understands that people has to change. If Bond would drive the Tesla Roadster we could change our perceptions about sustainable products. Bond will be going green and still get a lot of “action”). I personal believe and promise 1 trillion Euro in sponsorship from corporations that would NOT primarily like to be seen in the movie but rather would like to see change happen before the planet says goodbye to mankind. Sponsors will be power companies and others that will profit from changes, and also people like Richard Branson that understands that changes will be needed. Why not let him play one of the parts in the movie, and the financing will be done.
By the way, I did not crash the Tesla car on my test drive, but Mother Earth is soon to be crashed – only a Green Bond can save us…