Craig Rodney: Cerebra ETAS15
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Transcript of Craig Rodney: Cerebra ETAS15
![Page 1: Craig Rodney: Cerebra ETAS15](https://reader030.fdocuments.in/reader030/viewer/2022021502/58a384691a28ab9c7e8b4d0b/html5/thumbnails/1.jpg)
and content
stories
@craigrodney
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@southafrica
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not work
advertising does
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let’s interrupt their attention
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In a *sample test of DStv viewers with a PVR decoder, the majority of the viewers said they would rather fast forward through the adverts.
*members of the audience
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Why is the online banner ad click-through rate so shockingly low?
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Why do YouTube pre-roll ads feel like the longest 5 seconds of your life?
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Why are cellphones illegal to use when you drive, but billboards on road sides are legal?
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No-one actively chooses to consume adverts. They are the price we pay for free content.
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banksy’s truth
“You owe the companies nothing. Less than nothing, you especially don’t owe them any courtesy. They owe you. They have re-arranged the world to put themselves in
front of you. They never asked for your permission, don’t even start asking for theirs.”
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Someone who chooses to listen is a thousand times more valuable than someone who is forced to listen.
banksy’s truth
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story the
all about
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Good photo
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Great photo
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Incredible photo
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simplicity
wins always
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jim carrey photo
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photo the same
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simple
be scary
can
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imposter syndrome
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action vs
consequence
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FOMO
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something be
you must
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@lorraineloots @white_onrice @iseeadifferentyou
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“You’re the …… account”
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“fluffy pillows” “shiny bathrooms” “tasty buffet”
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“smiley car hire person” “clean car interior” “helpful booking agent”
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not about
it’s
you
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People don’t care what you get out of it, they only care what
they get out of it
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quality breakfast
comfortable
noise
internet access
clean service
hotel criteria
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a new perspective
the bucket list
learning
meet new people
adventure exploration
travel criteria
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Don’t just be ‘HOW’ people travel, you must be ‘WHY’ people travel
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activity | location | hotel
you
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sacrifice principle
the
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What’s big in your world is not necessarily big in the world
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Bran
d m
essa
ge
Audience size
THE SACRIFICE PRINCIPLE
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Bran
d m
essa
ge
Audience size Product press release Cat pictures
THE SACRIFICE PRINCIPLE
-‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐
-‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐
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Bran
d m
essa
ge
Audience size Product press release Cat pictures
THE SACRIFICE PRINCIPLE
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stories
imagine now
the
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Bran
d m
essa
ge
activity location hotel
-‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐
-‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐
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be the why, not the what
be something
it’s not about you, sacrifice
tell incredible stories
simple action
recap the
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thank you