watching paint dry | my biggest comms inspiration seminar | 29 september 2016

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MY BIGGEST COMMS INSPIRATION: WATCHING PAINT DRY Jenny Steele Brand and content manager Royal London Society for Blind People

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Page 1: Watching paint dry | My biggest comms inspiration seminar | 29 September 2016

MY BIGGEST COMMS INSPIRATION: WATCHING PAINT DRY

Jenny SteeleBrand and content managerRoyal London Society for Blind People

Page 2: Watching paint dry | My biggest comms inspiration seminar | 29 September 2016

Technology has allowed us to become more efficient, which for many of us means increased work load and a fast-paced lifestyle.

We are always connected with our various devices: - Laptops - Smartphones- Wearables

Here we have a little baby penguin that looks like it’s off on its way to work

holding a little briefcase and wearing a top hat.

WE’RE ALL SO BUSY

Page 3: Watching paint dry | My biggest comms inspiration seminar | 29 September 2016

We are constantly being bombarded with so many advertising messages:

- Out of home advertising- Social media- Email - Text messages- In-app ads - TV ads - Radio/Audio - Newspaper - Digital media

A man is driving in his car with a mobile phone, sat-nav, radio and billboards are

everywhere outside. The amount of advertising is overwhelming.

THERE ARE SO MANY MESSAGES

Image: blog.at-edge.com/

We’re exposed to around 3,000 ads per day.

As a charity, we’re competing with so much noise for the attention of our audience.

Page 4: Watching paint dry | My biggest comms inspiration seminar | 29 September 2016

MY COMMS INSPIRATIONWatching paint dry for three minutes.

“Life is really simple, but we insist on making it complicated.” ― Confucius

Page 5: Watching paint dry | My biggest comms inspiration seminar | 29 September 2016

Ronseal Ad shows a man paint a fence with one coat over a three

minute ad break.

IT DOES WHAT IT SAYS ON THE TIN

Ronseal released a three minute advert showing a man paint his fence.

"OUR PRODUCTS WON'T CHANGE YOUR LIFE BUT THEY WILL HELP GET A DIFFICULT TASK DONE QUICKLY AND EASILY"

The campaign reached 35m on Twitter

#RonsealAdBreak created 558,136 engagements

Ronseal calculated that people spent

9,860 hours watching paint dry.

Page 6: Watching paint dry | My biggest comms inspiration seminar | 29 September 2016

A cat is focused on something off camera,

and doesn’t blink despite its’ owner poking it in the

shoulder.

SLOW MARKETING HELPS YOU FOCUS YOUR KEY MESSAGE

Slow marketing allows you to focus your message.

You can give your audience quality, over quantity, of messages.

It gives your audience the time to focus on what you’re actually saying.

Page 7: Watching paint dry | My biggest comms inspiration seminar | 29 September 2016

Nick Offerman sits beside a crackling log fire, drinking his

favourite whiskey, Lagavulin. He says nothing.

THE SIMPLICITY OF THE MOMENT

Diageo released a 45 minute video of Nick Offerman drinking his favourite whiskey, Lagavulin.

CONSUMING A FINE BEVERAGE IS ALL ABOUT SITTING DOWN AND SAVOURING IT, WITHOUT ANY INTERRUPTION OR DISTRACTION.

175 national stories about the video

840m media impressions

18k new YouTube subscribers

1m YouTube views in only two days

The video has almost 3 million views and is a real conversation starter

Page 8: Watching paint dry | My biggest comms inspiration seminar | 29 September 2016

Stephen Colbert happily watches a film with 3D glasses on eating

popcorn.

FACETIME WITH YOUR AUDIENCE IS VALUABLE

Being able to engage your audience with less noise, and a concentrated, quality message is invaluable.

It allows you to give your audience the chance to slow down and be in charge of their own thoughts in the time and space that you give them.

Page 9: Watching paint dry | My biggest comms inspiration seminar | 29 September 2016

Troy from Community sobbing his heart out, the caption reads, “My

Emotions!”

BUILD THE RELATIONSHIP

Slow marketing allows you to:- Put the consumer first- Communicate your

message simply - Build brand credibility- Create conversational

sustainability- Connect with your

audience emotionally

“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou

Page 10: Watching paint dry | My biggest comms inspiration seminar | 29 September 2016

Ben from Parks and Recreation failing to understand everyone’s

love of Lil’ Sebastian the Shetland Pony. The caption reads: “I don’t

get it, at all.”

HOW SLOW MARKETING CAN WORK FOR RLSB

Our message is complicated.

Having to fit our story into a few words and seconds of someone’s time makes it incredibly difficult for us to connect with our audience.

We’re competing with each other, and we want to take ourselves out of the competition.

Page 11: Watching paint dry | My biggest comms inspiration seminar | 29 September 2016

HOW SLOW MARKETING CAN WORK FOR RLSB

Having the space and time to tell a story can help us build an emotional resonance with our audience that is difficult and expensive to achieve with traditional advertising methods.

It will allow us to communicate our message clearly, and simply with the amount of time that slow marketing affords us, and bring about the conversation that needs to happen as result.

Captain America gets hit by a laser, the caption reads: “Right in the

feels”!

We will be exploring slow marketing techniques to fully take advantage of this unique mechanism.

Page 12: Watching paint dry | My biggest comms inspiration seminar | 29 September 2016

Dolphins flying out of the sea into space from Hitchhiker’s Guide to the Galaxy, the caption reads: “So long

and thanks for all the fish”.

All gifs courtesy of giphy.com

Page 13: Watching paint dry | My biggest comms inspiration seminar | 29 September 2016

Visit the CharityComms website

to view slides from past events,

see what events we have

coming up and to check out

what else we do:

www.charitycomms.org.uk

Page 14: Watching paint dry | My biggest comms inspiration seminar | 29 September 2016

29 September 2016

London

#CommsInspiration

My biggest

comms inspiration