Breakfast seminar

Integrated communication trends

2.5.13

Friday, 24 May 13

What ever the medium, it’s about telling a story...

Friday, 24 May 13

What ever the medium, it’s about telling a story...

• The history of story telling• The 7 basic plots • New ways to push out your stories• Hints and tips to make your stories special

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

In the beginning...

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

How stories were told

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Getting the story down

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Contemporary story telling

The world is changing

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

The digital age returns to the beginning

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

The digital age returns to the beginning

Two questions

1. How can we use these modern tools to tell our stories?2. How do we create our stories?

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

The 7 basic plots

1. Overcoming the monster

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

The 7 basic plots

1. Overcoming the monster 2. Rags to riches

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

The 7 basic plots

1. Overcoming the monster 2. Rags to riches 3. The quest

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

The 7 basic plots

1. Overcoming the monster 2. Rags to riches 3. The quest

4. Voyage and return

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

The 7 basic plots

1. Overcoming the monster 2. Rags to riches

5. Comedy

3. The quest

4. Voyage and return

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

The 7 basic plots

1. Overcoming the monster 2. Rags to riches

5. Comedy

3. The quest

6. Tragedy

4. Voyage and return

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

The 7 basic plots

1. Overcoming the monster 2. Rags to riches

5. Comedy

3. The quest

6. Tragedy

4. Voyage and return

7. Rebirth

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

The 7 basic plots - hints and tips

• What is your brand story• Truth and depth• Credibility and believability• Engaging• Interactive• Get the story right• Get the channel right

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Brand is story

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Brand is story

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Brand is story - hints and tips

• Get the story right, from the beginning• Manage your storytelling• Get the channels right• Maximise the opportunities for roll out

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Five key trends to connect with storytelling

• Underground marketing• Showrooming• Music collaboration• Personalisation• Virgin consumers

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Underground marketing

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Underground marketing

• Creativity• Performance• Innovation• Sustainability

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Underground marketing

• Creativity• Performance• Innovation• Sustainability

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Underground marketing

• Creativity• Performance• Innovation• Sustainability

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

• Tell your story from the ground up• Engage with relevant local communities• Let them tell your story after experiencing your brand• Make the brand experience positive

Underground marketing - hints and tips

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Showrooming

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Showrooming

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Showrooming - hints and tips

• Make the experience magical• Create the brand story at every customer touch point• Join up the buying experience to the selling experience• Be prepared for savvy customers• Help them make their buying decision easy

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Music collaboration

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Music collaboration - hints and tips

• Use the oldest story telling tool available - music• Literally amplify the experience of the brand• You have to find the perfect musical partner• Have a genuine connection with each other

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Personalisation

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Personalisation

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Personalisation - hints and tips

• Personalise your story to make it relevant to your audience• Use research to segment audience into niches• Match the information and insight to those niche audiences• Make it easy for them to recognise themselves• Make it easy for them to recognise the benefits

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Virgin consumers

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Virgin consumers

1. Keep it simple 2. Explain your brand3. Don’t ask for commitment

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Virgin consumers

1. Keep it simple 2. Explain your brand3. Don’t ask for commitment

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Virgin consumers - hints and tips

• Consumers want a first time experience every time• Tell them new information or old info in a new way• Find new ways to tell your story• Dig deep into the brand to uncover nuggets of information

• Surprise your customers with more convenient, intuitive ways to explore and own your products

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

Top ten tips to story telling

1. Connect the audience directly to the truth of the brand

2. Audience will learn when they are actively engaged

3. Use the 7 basic plots to help to frame your story

4. Tell your story from the ground up

5. Create a brand story for every customer touch point

6. Use music to literally amplify your brand

7. Personalise your story to make it even more compelling

8. Try to create a first time experience every time

9. Allow your story to be retold by others to add momentum

10. Know when a good story comes to an end...

Friday, 24 May 13

Who are we talking to?Key players in SMB’s

they come in all shapes and sizes...

but they have lots of things in common

And they all lived happily ever after

Friday, 24 May 13