DON DRAPER IS DEAD2 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss DON DRAPER IS DEAD By MICHAEL WEISS 2013 | All rights reserved Michael Weiss | figure18www.figure18.com | www.figure18.com Table of Contents ABOUT THE AUTHOR3 DON DRAPER IS DEAD4 LETS TALK ABOUT ADVERTISING6 LETS TALK ABOUT THE PITCH11 THE NEW FRONT LINE12 TOUCH POINTS: HOW MANY IS TOO MANY?16 MAYBE I AM TO BLAME?18 FINAL THOUGHTS20 FOOTNOTES25 DON DRAPER IS DEAD3 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss !"#$% %'( !$%'#) As Managing Director of figure18, Michael serves as a Content Marketing Consultant, a veteran speaker, client advocate, and sales executive. He has worked with many world-renowned brands, including: Disney, Well Point, OCESA, Life Technologies, MoneyGram, Estee Lauder, and Technicolor. Michael is also an adjunct professor at Loyola Marymount University where he teaches Content Marketing at the Business School. As a regular TEDx talker, teacher and speaker, Michael has spoken to thousands of people all over the United States. Michael is also an accomplished musician and has played in front of large audiences from New York to Los Angeles. He is no stranger to the stage and enjoys entertaining people whether they want to learn, rock out or both! DON DRAPER IS DEAD4 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss *#+ *)!,() -. *(!* Sadly, he is dead. He was actually dying for quite a while. In fact, ever since the Internet came along his health started to decline. It was long battle. He fought hard, but in the end he just couldnt hang on. And so, as sad as it is, hes in a better place. NOTE: This is not a Mad Men spoiler. The character is still alive and well. Its a metaphor. I have my own theory that highly influential people of a certain era often die when the world around them changes and they cannot keep up with the shift. It seems to happen when one decade ends and another begins. Jim Morrison, John Belushi, Keith Moon, Bon Scott, Robert Mapplethorpe, Jimi Hendrix, to name a few. And Don Draper fits right in. Around the year 2000 the Internet was booming and with that the advertising industry was in constant flux. Don Draper simply could not move as quickly as he needed to and he became obsolete. There were two contributing factors to Dons death. While you would think it would have been lung cancer or liver failure; he was as strong as an ox and the booze did not kill him. No, Don Draper died of two things: One more obvious than the other. The obvious one? Advertising. Its just not what it used to be; and that broke his heart. In his own words Don had this to say about advertising: Advertising is based on one thing: happiness. And do you know what happiness is? Happiness is the smell of a DON DRAPER IS DEAD5 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss new car. It's freedom from fear. It's a billboard on the side of a road that screams with reassurance that whatever you're doing is OK. You are OK. The Don Drapers of the world believed in advertising. They believed they could change peoples behavior with solid creative and copy. A good headline with long copy sold a lot of products for many decades. DON DRAPER IS DEAD6 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss The other contributing factor? The pitch. The pitch as Don Draper knew it is almost extinct. The I talk; you listen and then do what I say. Its disappearing. I am not saying that the sales pitch is gone forever. It is alive and well. But back in Dons day it was the only way to get in front of a customer and win the deal. It was a meeting. It was a moment in time. For Don it was an event. It was how he got in front of a customer and convinced them to sign his agency. Thats just not the way things are done anymore and that, dear reader, was the final nail in the coffin. /(%0. %!/1 !"#$% !*2()%-.-+3 For those of you who were not marketing majors, heres a quick history of advertising primer: Advertising started in Egypt in around 2000 BC when Egyptians carved public notices in steel. In 1472 a printed handbill was passed around England announcing a prayer book for sale. Fast forward to 1892 when Sears created Direct Marketing by sending out 8,000 postcards and receiving 2,000 orders. In 1963 David Ogilvy created the modern age of advertising by eloquently stating, The consumer isnt a moron; she is your wife. 1970 marks the first infomercial. 1982 MTV is born. 1994 the banner ad hits the Internet. Google rolls out AdWords in 2000. Pop Ups bombard us in 2001. Pre-Roll ads begin DON DRAPER IS DEAD7 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss to infiltrate YouTube in 2006. 2010 is the birth of the Old Spice Guy. Phew! 1

But what really is advertising? Some of us call traditional advertising Interruptive Marketing. And frankly it is interruptive. It pops in and distracts us. That is its purpose. Back in the 60s people were interrupted with messaging close 75 times a day2. In 2012 the number tops 3,000. Thats 3,000 messages that bombard our eyes and brains every day. If you are awake for 16 hoursthats about 200 messages an hour or between 3 or 4 messages a minute. Brian Halligan, CEO of Hubspot was spot on when he said, Your average human today is inundated with thousands of outbound marketing interruptions per day and is figuring out more and more creative ways to block them out, including caller ID, spam filtering, TiVo, and Sirius satellite radio.3 Now with the proliferation of DVRs people are starting to take control by diminishing the advertisers ability to interrupt them doing what they do best sitting on the couch and watching TV. In fact watching our favorite shows has become more efficient. I can watch New Girl in 22 minutes on my DVR versus 30 minutes live.If I watch 4 shows thats 32 minutes! What am I to do with all that time?! In 2011 TV Guide surveyed 5,800 mainstream US TV viewers and found that 96% of DVR users are skipping commercials.4 96 percent! I know, its an obvious statistic, DON DRAPER IS DEAD8 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss but its an important one.Because brands have to think twice about media buys and production costs when it comes to commercials. If people are going to skip them, why make them? The use of DVRs has now allowed viewers to postpone watching their favorite shows. This has made Nielsen ratings even more complicated. It also explains how Modern Family ultimately eclipsed American Idol among key young-adult audiences at the end of 2012. Modern Family added an average 5 million viewers in the seven days after an episode aired.A prime example of people taking control of their media. In fact, among viewers aged 18 to 49 it jumped 48% in delayed viewing where Idols performance just gained 17%. 5

Idols performance was low for delayed viewing because if viewers cannot watch it live, they cannot vote and chances are they will not watch it later. So where are commercials still viewed? Live events and reality shows. For Super Bowl XLVII brands paid just shy of $4 million for 30 seconds of commercial airtime. The most money ever spent in history. Many brands are using the airtime as part of their merged media efforts. Meaning a blend of paid, earned and owned media. Volkswagen is a perfect example. Between YouTube, on air and their Why VW campaign they are going full throttle (pardon the pun). Volkswagen sees the benefit of merged media, but not Audi. Audi spent $4 million for airtime only. No web site or concerted effort on the social web. This is because in DON DRAPER IS DEAD9 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss he past the automaker gets record level awareness and showroom traffic after the game. Loren Angelo, GM of Marketing for Audi, said, It's an ideal time to tell the brand's story on one of the world's most-watched stages."6 While this is something Don Draper could appreciate, the truth is that advertising for live events and reality shows are simply not enough when it comes to reaching and engaging an audience that has assumed control. DON DRAPER IS DEAD10 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss In fact, the consumer is president of the new republic.7 And the republic is a world where brands and people are in a relationship. People are in charge. The consolation for brands? Big Data. People literally leave a trail of data wherever they go online. Brands are drooling over this data. They think they know everything about their customers and they use this knowledge all the time. But oftentimes they use it carelessly and this can create distrust. If the consumer is the president of the new republic, watch out, because they can skewer a brand they distrust in just a few clicks. Its happening all the time. And why? Because the consumer is holding the cards. This fact is critical when it comes to creating content and, more importantly, the story the brands choose to tell. DON DRAPER IS DEAD11 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss Yet used creatively and even scientifically Big Data can do wonders for our marketing initiatives. But are brands using it well? I think the promise of Big Data is making brands speak before they think and take action before they analyze the data they have. They know more about their customers than ever before. Yet so many initiatives based on Big Data feel forced and kind of creepy. How many times have you searched for something only to have it pop up in Ad Words and Banner Ads? So maybe the promise of Big Data has yet to be fully realized but the reality is that there is more data than ever before. Brands need to spend time with it; figure out WHO they want to target before they decide WHERE they should be and WHAT they are saying.

/(%0. %!/1 !"#$% %'( ,-%4' Does it only happen in the conference room? It used to. As I said earlier, for Don Draper it was an event. His moment to shine. But now its happening all the time. 24/7/365. Its happening right now. This eBook is a great example. Part of my job is as a Content Marketing Consultant. I would be foolish not to use this eBook as a lead generation tool. (My number is in the footer). Alec Baldwins character Blake in Glengarry Glen Ross said it best. A-B-C. Always Be Closing. That simple statement couldnt be more accurate today. It should be the mantra for every single brand that is both on and offline. DON DRAPER IS DEAD12 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss If you have a web site, a blog, are on social platforms such as Facebook, Twitter, LinkedIn and an email campaign, you are pitching and selling 24/7/365.%'( +(5 6)#+% /-+( We all know the numbers. 1 billion people on Facebook; almost 200 million on Twitter; 72 hours of video uploaded to YouTube every minute; and the mind blowing list goes on and on. As recent as 10 years ago brands didnt need to think about any of this. The touch points with the sales team were not as numerous. The front line was not as complicated. DON DRAPER IS DEAD13 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss Now every minute of every day a person is talking about a brand or a product. They are tweeting and posting and rating and liking and sharing. At the same time the brands are responding and interacting along with posting and tweeting. Its an endless cycle of promotion and discussion. This is the new front line. This is where marketing teams are designated to be. This is also where employees are even though they are not designated to be on the new front line. As Zig Ziglar said Everybody in a business is capable of breaking a sale. What happened with Applebees in January 2013 is a perfect example. A waitress thought she was being funny by posting a picture of a receipt with the customers signature. It turned into a social media nightmare that in the end cost her her job. She said she thought it was funny. Who is laughing now? Here is what the waitress had to say, When I posted this, I didnt represent Applebees in a bad light, she continues, In fact, I didnt represent them at all. I did my best to protect the identity of all parties involved. I didnt DON DRAPER IS DEAD14 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss break any specific guidelines in the company handbook I checked.8 I can almost guarantee that she didnt look at the Social Media Policy because as a waitress, why would she have access to it. Often times social media policies are not included in the official Handbook.Shes expected to be on the old front line, not the new front line. I am sure there is a clause in Applebees Social Media Policy about protecting the brand and using integrity. I have had the opportunity to write and read hundreds of Social Media Policies. By far, one of my favorites is the Los Angeles Times. They talk about integrity within the first sentence. Its the first bullet point under the appropriateheading Basic Principals: Integrity is our most important commodity: Avoid writing or posting anything that would embarrass The Times or compromise your ability to do your job.9 Thats about as clear as you can get. Then they go on to write a simple sentence that is nothing short of brilliant: Assume that your professional life and your personal life will merge online regardless of your care in separating them.10 And right there dear reader is the perfect definition for The New Front line. Our lives have become blurred; we live in the gray zone. If you have a job and a personal life, chances are youre going to talk about them online. And that is a brands biggest nightmare. How many times have you mentioned your job on your Facebook page? DON DRAPER IS DEAD15 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss The waitress may have thought she was not representing Applebees, but she was. She posted something about her job. Right then and there she was a representative of the brand. As I said before when a brand is online it is immediately on the front line. The doors are open and people can go in and out as often as they like. They can do and say whatever they want. And the brand needs to be prepared and ready. It doesnt matter if you think you are not in sales. If you partake in the digital arena you are in sales. DON DRAPER IS DEAD16 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss %#$4' ,#-+%.7 '#5 8!+9 -. %## 8!+9: The great Walt Disney was acutely aware of the front line. Who do you think the most important employees are at Disneyland? Not the people in the character suits. Not the people who serve you food. Not the engineers who design and build the rides. The most important people at Disneyland are the ride operators. They have more touch points with the customer than anyone else at the park. They are the frontline. With mobile platforms, web sites, email and the vast array of content tactics, our brands are on the new frontline constantly. This is why it is critical you have a content marketing strategy. There are literally hundreds of books on Content Strategy, so there is no need to go into detail about what has already been said. But knowing WHO you are trying to reach, WHAT story you want to tell, HOW you want to tell it and then WHERE is clearly important for the new front -line. When a person sees an ad, receives an email and then either visits a brands store or digital property, its story has to be consistent. It needs to be tight. Most B2C companies are using on average 12 tactics as part of their Content Marketing Strategy.11 Thats anything from video to blog to email, etc.The experts at The Content Marketing Institute and MarketingProfs were DON DRAPER IS DEAD17 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss kind enough to create this chart. Its quite an amazing list.With the new frontline there are actually more than 20 ways to walk into a brands front door and make contact. The new frontline is diluted. Its all over the place. When I initially saw this chart I was ecstatic, Wow look at how many ways we can engage a persona! But then I thought about it and realized, how can a brand effectively and efficiently tell a consistent story across all of these tactics? It doesnt matter if you have a marketing team of one or 100, its humanly impossible. Do brands really need to manage 12 tactics every single day or are they trying too hard? Some of you may say you dont have a choice; this is where our audiences are. While I will most likely agree with you, I have to ask: Are you delivering quality content and engagement across such a wide array of marketing tools? Does the story in your product video match the story in your email blasts? At the end of the day, just because you can have a Pinterest page doesnt mean you have to. People are savvier today than ever before. They know they are being pitched 24/7/365. And frankly, they dont DON DRAPER IS DEAD18 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss mind. When a person engages with a brand they are more than likely in the midst of their buyers journey and expect to be engaged. Its how the brand sells to them that is critical. The content needs to be educational. It needs to be inspirational. It needs to be engaging. In the end, it needs to move them towards some sort of transaction. Remember when it was simple? Just send them to the website. But now with an average of 12 tactics there is a lot to manage to keep consistent. 8!9"( - !8 %# "/!8(: In 1999 I was running imagistic, a digital agency in Los Angeles. We happened to be working with idealab! on a few projects, one of which helped change the auto industry forever. We designed and developed CarsDirect and sold the first car online. Talk about a paradigm shift! Lets look at the car buying process. Up until the late 90s how did we buy a car? We saw a commercial or a print ad and we went to the lot. As Blake from Glengarry Glen Ross says, A man does not walk onto the lot unless he wants to buy. It wasnt until that precise moment when the car salesman approached a person that there was an DON DRAPER IS DEAD19 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss interaction between the buyer and the brand. That was the tangible touch point. That was the old frontline. Then we launched CarsDirect.com. And boy oh boy did things change. We built tools with fancy names like The Configurator, where the customer could virtually build their car online. We also built The Comparator, where a buyer could line up cars side by side and compare features, specs and price. We had 3D virtual images. Coupons. Deals! Forms to fill out!It was an online media frenzy. As time went on we got access to Kelley Blue Book and now there are sites like Car Fax and Auto Trader. Sprinkle in a solid Content Marketing Strategy with all these online tools and the car buyer is engaged in a 360-degree complete car buying process. Now, when the buyer walks onto the lot they simply hand the salesman a piece of paper they printed out from their computer and say I want that. I know you have this car on the lot and I am going to pay X. If not, I know another dealer who has it as well. For the most part, the old car salesman pitch has been put to bed. When a buyer walks onto a car dealer lot he or she starts with the negotiation. The salesperson doesnt have to work that hard to convince you. Youve already done all the work. Is there even a pitch? There sure is. Its just different. There are videos, web sites, microsites, emails, sponsored links, social campaigns, review sites, and on DON DRAPER IS DEAD20 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss and on and on. The content on all of these properties are there to extend the brand. Sometimes it strengthens it and other times it can weaken it. Whatever the case its the new front line. The brand is handling the pitch at every single touch point. The salesperson, which used to be the only touch point, is now one part of a much larger pitching machine. 6-+!/ %'#$3'%. Advertising and Marketing have changed. They have morphed from being interruptive to permission based. People are asking for it. They want it. They fill out forms, they comment, review and rate. And in return they want content that teaches them and helps them make a good decision. The Altimeter Group said it perfectly in a report they put out in July of 2012: Advertising no longer works as effectively as it once did unless bolstered by additional marketing channels. While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop DON DRAPER IS DEAD21 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.12 DON DRAPER IS DEAD22 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss In the Mad Men Pilot Don Draper meets with a business owner who happens to be a woman who speaks her mind. Don is so offended because the woman has expressed her point of view that he leaves the meeting. Yes, it was dramatic, but also a perfect example of life in the 60s. Can you imagine Don Draper sitting in a pitch meeting today where someone suggests they include user-generated content on a web site? If he wasnt dead already, his head exploding from that suggestion would surely do him in. Its 2013, not 1964. Millions of people are controlling, changing, influencing and for all intents and purposes owning the brand. Don Draper couldnt handle it. DON DRAPER IS DEAD23 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss One of the contributing factors to Don Drapers death was technology. He simply did not have the means to be a real-time ad guy. His work was fixed in time; in the can so to speak. He was unable to move as quickly as brands want to and more importantly, as quickly as people expect. During Super Bowl XLVII the lights went out for over 30 minutes. It was real time marketing heaven. As David Meerman Scott put it so eloquently, At the Super Bowl last night, the power at the New Orleans Superdome went out for 35 minutes. It took just seconds for people to start talking about #BlackoutBowl and less than five minutes for brands to start Newsjacking the story. Oreo won the night with this simple tweet: DON DRAPER IS DEAD24 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss Don Draper could have never done what Oreo did. Sure, he could have come up with the same idea, but he never could have executed it within minutes. Don Draper represents the old front line. A front line that is slow, detached from the people and rests on its laurels. The new front line is not only nimble, it is exposed, approachable and for all intents and purposes plays on the same level playing field as the people they aim to engage. DON DRAPER IS DEAD25 2013 figure18| 818-538-9173|www.figure18.com|@mikepweiss 6##%+#%(. 1 - Infolinks Infographic The History Of Advertising http://www.infolinks.com 2 - Bauer and Greyser(1968 ) Advertising in America 3 - Halligan, Brian (2010) Inbound Internet Marketing Blog 4 - TVGuide.com's Fall 2011 TV Survey. 5 Levin, Gary (2012) DVRs Shift Viewing Habits, and Ratings, USA TODAY 6 Indvik, Lauren (2013) Why Audi Chose a $4 Million Super Bowl Spot Over a Digital Campaign, Mashable 7 - Media 2015: The Future of Media, (201), Unilver 8 Moran, Chris (2013) Consumerist 9 LA Times Social Media Policy (2009) 10 - LA Times Social Media Policy (2009) 11 Pulizzi, Joe (2012) Content Marketing Institute 12- Lieb & Owyang (2012) Altimeter Group