CEO • Author • Investor/Advisor
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CEO • Author • Investor/Advisor
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Summary on Greg Stuart's Speaking
Slated to become the new bible of the advertising and marketing industry, the book presents startling insights garnered from research against $1 billion in advertising spending from the largest global research project on advertising spending ever undertaken. Conducted with 30 Fortune 200 companies, it analyzes the sales or attitude change of 1.1 million consumers. In his highly motivational presentation, Mr. Stuart, who also is a member of the prestigious National Speakers Association, dares to pose the question most marketers dread: “What if We Were Wrong?” He and his co-authors’ research reveals that over $112 billion of U.S. advertising spending is wasted and 47% of campaigns analyzed were dead on arrival It begs the question for any marketer, CEO or CFO, how do you know that your advertising doesn’t fall prey to this calamity? Is the current ‘spray and pray’ approach of most advertising really yielding optimal results? Do we as marketers really know what we’re doing? Armed with the most comprehensive data-driven analysis of marketing to date, Mr. Stuart argues dramatically for the need for drastic change in the industry. In a rapidly evolving market place - Internet, ITV, Wireless and more - Mr. Stuart proves marketing is lagging behind and that it is in no way prepared for the future. It is his strong conviction that advertising has been abandoned by advertisers. It has been abused, losing its power and its value for the company and for even slowing down marketers in their careers. ‘What Sticks’ represents a whole new wave in advertising with Mr. Stuart at its crest. What Sticks has been a top five book on Amazon in the advertising section since its launch and has even reached #13 overall for a day. Ad Age said, “The book… may well be the most important advertising research since the "How Advertising Works" study of the early 1990s.” And 800 CEOReads ranked What Sticks at #1 in its first month out. Drawing from his past experiences (he boldly admits to having also been something of a ‘charlatan’ in his early ad agency days and apologizes publicly to all of his clients) to his recent successes in Internet advertising (he led the growth of the US market from $6 Billion to $16 billion in 5 years), Mr. Stuart inspires and motivates marketers offering some simple practical guidelines that will result in major changes in their campaigns without spending a dime more on their advertising. Using examples of campaigns from a number of the 30 top companies analyzed in the research study, Mr. Stuart reveals how you can ‘fix’ your advertising to guarantee that it sticks. More on What Sticks can be found at www.whatsticks.NET
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