it's the people stupid. why story matters to brands
Post on 12-Sep-2014
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DESCRIPTION
An overview of how marketing is really a story. Every brand has a story whether it's intentional or not. Marketers need to know their audience and how to tell stories that matter. This presentations starts at a high level and narrows down to some specifics to get the process started.TRANSCRIPT
2011 SXSW Recap
Steve PhippsDirector of Client Experience @ [email protected]/lunaweb#tcmem #story
Its the People, Stupid
Whats your story?Why story matters and what to do about it.#tcmem #storyThe intergalactic journey
#tcmem #storystarted at
#tcmem #storywhere cutting edge
#tcmem #storymeets the world
#tcmem #storyand as much as we love technology
#tcmem #storyits about the people.Human experienceStory tellingBrands, not companiesCreativity
#tcmem #storyHuman Experience
Chip Conley Joie de Vivre Founder#tcmem #storyEmotional EquationsDespair = suffering meaningHappiness = wanting what you have having what you want"He who is not contented with what he has would not be contented with what he would like to have. SocratesAnxiety = Uncertainty x PowerlessnessDisappointment = expectations realityRegret = disappointment + a sense of responsibilityMore choices results in greater opportunity for disappointment
#tcmem #story
#tcmem #storyStories MatterStory saturation music, TV, movies, video, books on demandStories untethered mobileMarketing is getting people to tell themselves the stories you want them to hear. Brian Clark (CopyBlogger.com)#tcmem #storyElements of the StoryPlot whats happening, quest for satisfaction, goalsCharacter whos involved; motivations, needs, etc.Conflict a problem standing in the wayTheme the main idea, central, often abstractSetting where its all happening; environmental factors
#tcmem #storyA long time ago, in a galaxy far, far away
The Heros Journey Joseph Campbell#tcmem #storyBrands that tell a story#tcmem #storyChick-fil-A
#tcmem #storyRed Bull
#tcmem #storyBucks Credit Union
#tcmem #story
Tell Your Story#tcmem #storyKnow Your AudienceAsk questions: Whats their story?What matters to them?How does your product/service make a difference?Where do they live online?ResearchRapleaf.com
#tcmem #storyMake a planDevelop a strategySet clear, realistic, measurable goalsGet tacticalMeasure your resultsEvaluateTools/Resources:www.paloalto.com/sales_and_marketing_plan_software/www.DuctTapeMarketing.com #tcmem #storyGet CreativeUse the right weapons with the right ammunitionIf you arent, find someone who isTell your storySearch Google for examples:creative ambient adscreative advertisingguerilla marketing#tcmem #story
#tcmem #storyQuestions & Conversation#tcmem #story