chief craftsman: kostas kampakis - boussias conferences · marketing executive for various brands....

Designing for Audience Engagement

Chief Craftsman: Kostas KampakisManaging Director, ForestView

Who Am I? (and why should you care)

Hair = Used to Have Some.Lost by growing older and wiser, spending many years working as a marketing executive for various brands.

Carefree Whistle = Results!Working with dozens of great brands

since then. Making great things happen…

Dryer = Wind of Change.Switched sides from “client” to “agency”. Became director in a kickass, supercool, cutting edge technology, performance marketing, digital agency: ForestView.

What Do I Know? (Indicative Client Experience)

Confused? Don’t Worry. It’s Our Fault.

“User Generated Content”

“UI, UX, CX, XXX”(Hidden Vin Diesel

Reference)

“Brandformance”

“Thumb-stopping Power”

“Attention Economy”

“Virality / Sharability”

“Influencer Marketing”“Microinfluencers”

“Storytelling”

“Content Marketing”

“Machine Learning & AI”

Less IS More, More Is Just Noise.

Fact: We are being bombarded by

exponentially increasing information.useless

Stop the Noise & Tell me a Story.

Basics of a Story

1. Beginning

2. Middle

3. End

Story vs Brand Story.

Beginning

Middle

End

Product Introduction

Invitation to Participate

Resolution / Celebration

Story vs Brand Story – Functionality.

Beginning

Middle

End

Awareness

Engagement

Incremental Reach / Higher Affinity

Story vs Brand Story – Media.

Beginning

Middle

End

Interest Targeting / Segmentation

Retarget / Share (Call to Action)

Retarget / Resolve(Call to Action)

Create a Closed Loop.

Beginning

End

Middle

If You Build It, They Will Come.

• We’ve got a new boat! We’re adding a new route to our destinations, connecting Heraklion, Crete with Santorini, Mykonos, Paros and Ios!

• It’s happening mid-summer. We’re launching amidst the heavy summer season and we need to get the word out FAST.

• Oh… and it’s probably our most strategic new venture for 2018. No pressure…

Step 1 – The Beginning

What are you selling? Introduce the product / service / brand.

Step 1 – The Beginning (Awareness)

Step 2 – The Middle

Why should I care? What do you want me to do about it?

What’s in it for me?

Step 2 – The Middle (Engagement)

Πετάξτε στο Ντουμπάιόπου κάθε μέρα είναι θεαματικήEmirates

Step 2 – The Middle (Engagement)

Step 3 – The End

Reward me. Give me something to brag about.

Step 3 – The End (Incremental Reach)

Week 2: ~100 Entries

Week 7: ~2.000 Entries

+300.000 Reach

+30% Earned Views

Is it Worth the Trouble?

Thank You

Chief Craftsman: Kostas KampakisManaging Director, ForestView

Chief Craftsman: Kostas KampakisManaging Director, ForestView

Look me up on LinkedIn (preferably) and Facebook

Kickass Artwork by photographer Koichi Chiba