The most popular giveaway at our stand
The Complete Guide to PDF Analytics by Nick Mason was a huge success. As you can expect, this book was empty.
It was a ruled notebook with no writing inside, due to the fact that there are zero analytics from a PDF file!
Most people at Ignite understood the joke and loved it.
A few attendees asked a member of the sales team if it was an error... We then explained the idea and had a good chuckle as they re-read the cover. Gotcha!
Pick up your own signed copy at our next event
Who wants wrinkles anyway?
Are your fingers itching to zoom in on this eye chart?
The PDF came long before Apple enslaved us all to the smartphone. It was created to be printed, and it’s great for that purpose (give credit where credit’s due), but it absolutely sucks on mobile devices.
Pinch. Scroll. Pinch. Scroll. Finally, a legible font size.
Can’t really blame it either. It’s like getting angry at a cassette tape for not connecting to your Bluetooth speaker.
PS - The bottom line reads gives you wrinkles
Check out our eye-chart from our stand. Hope you can read it!
Mirror, mirror, on the wall, who’s got the most inconsistent branding of them all?
Speaking of Snow White, wasn’t the Evil Queen jealous of something younger coming and replacing her?
Outsourcing the design of your PDF documents to design agencies is a risky (and expensive) move.
The agencies you hire may be using different programs with different design capabilities, pushing the boundaries of your style guidelines, and creating content that’s just not consistent.
Ditch the PDF. Stay on brand.
You’ve heard the expression too many cooks in the kitchen, right?
With the PDF, creating content can feel like you’re stuck in a queue at Disneyland – a winding trail of more people and barriers than you can count.
By the time your content piece is finished, it’s had more hands on it than a puppy thrown to a pack of toddlers.
How great would it be if your team could be virtually independent in creating, designing, publishing, and monitoring their own content?
If only there was something out there that could do all that and more…
Dialup Headphones with cassette tapes
The PDF was created in 1993.
Do you remember what the world was like in 1993?
- Anything more than 100mb would have to be downloaded overnight.
- Computers looked like NASA spacecraft.
- Blockbuster was still a thing.
There’s a good reason technology has changed since then. As the digital world has exploded, we’ve ditched the old stuff and embraced the new. So why are we all still clinging to the PDF.
Want to know what the PDF would sound like?
Attendees at Ignite picked up the headphones and put them on, only to experience that awful dialup tone. Ha!
Which was your favourite?
- The Complete Guide to Analytics book
- Eye chart
- Brand distortion wavy mirror
- Dialup headphones
Protest at B2B Ignite
At 8 am, our Turtl team gathered outside the Business Design Center with five large banners and a bundle of energy, to stage a protest against PDF. This was part of the #KillthePDF 2019 campaign.
Our aim was to generate buzz and brand awareness as the attendees were queueing to enter Ignite.
We handed out Kill the PDF stickers to event attendees, commuters, business workers - pretty much anyone that witnessed our staged protest, and got our catchy chants stuck in people's heads before they had entered the event.
Here's one of our best chants...
I don't know what you've been taught, but the PDF's no longer hot
The time has come to let it go, PDF out the window!
With our large banners, the Turtl team weren't allowed onto the bus, this resulted in everyone walking back to the office.
Surprisingly, this turned into a huge success!
We passed many commuters who stopped to take photos and ask about our campaign - safe to say we were pretty happy with the outcome.
Check out the response on social media
Follow @KillthePDF on Twitter for some more updates about the protest, and also some videos, great dog memes, and funny gifs.
Are you ready to kill the PDF?
Thanks to those of you that managed to catch Nick's talk on why it’s time to kill the PDF! If you didn’t make it, here’s the gist of what you missed...
Content marketing is a lot like British cycling.
The UK is pretty great at cycling, right?
Well, it wasn’t always that way. From 1900 to around 2000, we used to be infamously bad at cycling. In 100 years, we only won one gold medal at the Olympics.
It got so bad that manufacturers were embarrassed to have us ride their bikes. So what changed?
His name was Dave Brailsford and he broke down everything that goes into riding a bike, then improved each part by 1% which turned into a significant change when it was all put back together.
The British cycling team started making small changes to every aspect of cycling - from heated shorts to keep the muscles at the right temperature, to rubbing alcohol on the tyres to stop them slipping.
All these small changes built up performance over time and now the UK has had 66 Olympic gold medals and five Tour De France wins in six years.
Wouldn’t it be great if we could do this with our content? Easier said than done.
No matter how good the cyclist, if the bike has issues, cycling will be poor. In this way, the PDF is holding us back on our ability to improve.
Exhibit A: Production
With the PDF, production is expensive, slow, and cumbersome, due to its centralised model.
Let’s look at transport in London to prove the importance of marginal changes in production. Who remembers the paper tickets on the tube? You had to queue up at the ticket office and buy your physical ticket for each journey.
Enter the Oyster card in 2003 and suddenly everyone is their own ticket office. And then even greater improvements were made with the introduction of contactless card payments in 2012. No more topping up, no more buying oyster cards.
Everyone who has a bank card is their own ticket office.
When they moved away from a centralised model to a decentralised one, the consumer was empowered and essentially autonomous. This ultimately led to better outcomes (faster, cheaper, more reliable).
What if anyone could produce designer-quality content, fast?
When Cisco moved away from the PDF to Turtl, they kept control their content during the design process, were able to produce much more at a faster rate, and saved huge sums of money.
Exhibit B: Experience
Is the PDF interactive? Responsive? Can it receive live updates? No. Experience is the focus for businesses looking to differentiate themselves from their competitors. Can you honestly say you enjoy the experience of reading a PDF?
Does its lack of interactivity and pitiful mobile-compatibility encourage you to engage with the content you’re reading?
Exhibit C: Measurement
And the PDF absolutely does not do measurement.
In 2019, data is more important than ever. Literally everyone and their dog is sending data: cars, watches, ovens, boilers, lightbulbs, and, yes, actual dogs: There’s a smart dog collar that monitors your dog’s health and welfare, and notifies you if it needs to go to the vet.
That’s right. We have dog collars that record more data than the format we’re sending our content on.
Netflix is a great example of a company that maximises data tracking. They monitor what people are watching, how long for, what they’re sharing etc.
When Netflix makes personalised film recommendations...
- I don't bother watching them, probably won't be my type of movie.
- Yeah I will maybe watch one, sometimes they are pretty accurate.
- I can't wait to watch them. They get it bang-on every time. Cancel my plans I'm having a Netflix night!
What insights does this give them? Just take a look at their Netflix Original shows. New insights lead to new possibilities which lead to new business models.
Data drives innovation. This just scratches the surface on why it’s time to #KillthePDF.
Can we do to our content what Dave Brailsford did to British cycling? Absolutely. But not on a Penny-farthing. The PDF is not keeping up with the times and is not moving in the direction we need it to go.
Don’t be stuck in the past, let’s leave the PDF behind.
...And that's just the tip of the iceberg.