MaRS Entrepreneurship 101 Marketing Presentation (January 2015)

Epiphanies, Florida &

The Key to Marketing

Success

Before We Get Started……

@markevans

#ent101

July:

average

temperature

28C

Yes, that’s an air conditioner

• Needs

• Motivations

• Desires

• Fears

• Challenges

• Interests

• Brand awareness

• Leads, sales

• Users/customers

• Validation/credibility

• Media coverage

• Investors

The average person

sees and hears

>100,000 words/day

of content: TV,

radio, social media,

video games, text

messages, Web.

Brands need to

be publishers

(apparently)

Social media is

table stakes (aka

every is doing it)

Consumers

have lots of

information at

their fingertips

Engaging

Distracted,

Multi-Tasking,

Information

Overloaded

Consumers

There is a Huge

Challenge

The Answer: Storytelling

What is Storytelling, Really?

• Engaging

• Authentic, meaningful

• Tap into emotions

• Spark interest, imagination,

curiosity

• Drives actions (leads, sales,

users)

• Drive relationships

Why Stories Matter

The Digital Evolution

Website

Social

Media

Content Marketing

Storytelling

#7 Poor Marketing(Should be higher!)

7 Must-Haves for Storytelling

Success

• Being customer-centric

• A willingness to listen

• Flexibility, agility

• Having personality

• Commitment

• Courage

• How are you unique or

different?

• Who are the target

audiences?

• Where do you tell stories?

• Who gets to tell stories?

• How do you measure

success?

• How do you keep it going?

Keys for Telling Good Stories

Storytelling Story-doing

Credit: http://www.magneticcontent.biz/the-shift-from-storytelling-to-story-doing

Rank Your Storytelling

Priorities

Nice

Never

Now

Everyone’s a Storyteller

Messaging, Website, one-pagers

Case studies, videos, infographics, conferences

Social media, advertising, white papers

A Staged Approach to Storytelling

“Storytelling for Startups”How fast-growing companies can

embrace the power of story-driven marketing

A signed copy of the book and

two hours of consulting

Visit: storytellingforstartups.ca

or leave your business card

Thanks!

www.markevans.ca

@markevans

[email protected]

http://bit.ly/startupscana

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