holy smokes! how great content drive results

How great content marketing drives results

Jason Falls | Exhibitor LIVE | March 4, 2015

Holy Smokes!

What does great marketing have in common?

ELASTICITY + HOLY SMOKES!

Unfortunately, it’s the better train wreck

ELASTICITY + HOLY SMOKES!

HOLY SMOKES!

ELASTICITY + HOLY SMOKES!

HOLY SMOKES!

ELASTICITY + HOLY SMOKES!

HOLY SMOKES!

ELASTICITY + HOLY SMOKES!

ELASTICITY + HOLY SMOKES!

What will make your audience say, “That is awesome!?”

Do THAT. A lot.- Me. Just now.

(Tweet that!)

YOU

MUST

HAVE

GOALS

ELASTICITY + HOLY SMOKES!

Holy Smokes advertising

YOU

MUST

HAVE

GOALS

ELASTICITY + HOLY SMOKES!

Holy Smokes advertising

YOU

MUST

HAVE

GOALS

ELASTICITY + HOLY SMOKES!

Holy Smokes non-traditional

YOU

MUST

HAVE

GOALS

ELASTICITY + HOLY SMOKES!

Holy Smokes non-traditional

YOU

MUST

HAVE

GOALS

ELASTICITY + HOLY SMOKES!

Holy Smokes public relations

YOU

MUST

HAVE

GOALS

ELASTICITY + HOLY SMOKES!

Holy Smokes digital

YOU

MUST

HAVE

GOALS

ELASTICITY + HOLY SMOKES!

Holy Smokes digital

ELASTICITY + HOLY SMOKES!

YOU

MUST

HAVE

GOALS

Holy Smokes social

YOU

MUST

HAVE

GOALS

ELASTICITY + HOLY SMOKES!

Holy Smokes integrated

YOU

MUST

HAVE

GOALS

ELASTICITY + HOLY SMOKES!

Holy Smokes integrated

RESULTS

• 256 millions total impressions;

• 91 major national media hits;

• 43,700 visits to the Facebook app;

• 157,000 separate points of engagement;

• Most tax returns filed in a single year;

• Competitor Intuit acknowledged HRB’s aggressive outreach to a younger demographic in their earnings call.

YOU

MUST

HAVE

GOALS

ELASTICITY + HOLY SMOKES!

A Trade Show Example …

ELASTICITY + HOLY SMOKES!

How to get people’s attention

• Seek emotional triggers

– Use humor … carefully

– Use drama … carefully

• Use influencers

• Use celebrities

ELASTICITY + HOLY SMOKES!

• Assume the role of your audience or prospect

• Imagine what would make you say “Holy Smokes!”

• Imagine what would compel you at an emotional level

to like, share, comment, convert or buy

• Build that in as the payoff or goal for every post,

video, tweet, etc.

How to create Holy Smokes!

If you don’t get their attention, you won’t get their dollars.

- Me. Just now.

(TWEET THAT!)

ELASTICITY + HOLY SMOKES!

YOU

MUST

HAVE

GOALS

The Greatest Tweet Ever Tweeted

Jason Falls

Elasticity

@JasonFalls

goelastic.com

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