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The Power of the Story: Why Brand Storytelling is the Answer to Your Marketing Needs Eric Davis FLM Harvest Today, marketing is data driven, delivered by faceless algorithms to a consumer’s customized news feed. Yet, 92% of all consumers just want a brand to tell them a story. In a world in which the share of a consumer’s attention is now a premium, how can a small business – or even a large brand – earn their attention? The solution: Brand storytelling – giving a human face and voice to your organization through honest, emotional stories that connect with consumers at the deepest level. This session will show you: • Practical tips on how your organization can more effectively market to your audience by telling the story of your brand. • Case studies of effective brand storytelling from organizations large and small. • How you can weave brand storytelling consistently through PR, email marketing, website, video, online search, social media, online ads, and more. 2020 HPBExpo Education Sponsored by:
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The Power of the Story: Why Brand Storytelling is the Answer to … · 2020. 3. 9. · solution: Brand storytelling – giving a human face and voice to your organization through

Feb 19, 2021

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  • The Power of the Story: Why Brand Storytelling is the Answer to Your

    Marketing Needs

    Eric Davis FLM Harvest

    Today, marketing is data driven, delivered by faceless algorithms to a consumer’s customized news feed. Yet, 92% of all consumers just want a brand to tell them a story. In a world in which the share of a consumer’s attention is now a premium, how can a small business – or even a large brand – earn their attention? The solution: Brand storytelling – giving a human face and voice to your organization through honest, emotional stories that connect with consumers at the deepest level. This session will show you: • Practical tips on how your organization can more effectively market to your audience by telling the story of your brand. • Case studies of effective brand storytelling from organizations large and small. • How you can weave brand storytelling consistently through PR, email marketing, website, video, online search, social media, online ads, and more.

    2020 HPBExpo Education Sponsored by:

  • 3/9/2020

    1

    March 12, 2020

    Eric Davis, FLM Harvest

    THE POWER OF YOUR STORY

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    HELLO

    WHO AM I?WHY AM I HERE?

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    (more important)

    WHO ARE YOU?WHY ARE YOU HERE?

    (our objective)

    EARN THE ATTENTION YOU OR YOUR ORGANIZATION DESERVES.

    IT STARTS WITH THE STORY.

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    BECAUSE WE LOVE STORIES

    WE’VE LOVED STORIES FOR A LOOOONG TIME

    100,500 words consumed every day

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    of people want brands to tell stories

    92%

    55% believe brands play a larger role in creating

    the future than government

    STORYTELLING

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    5

    1. How are You Telling Your Story?

    2. 7 Elements to All Great Stories

    3. Tips for Connecting Your Story

    4. Repeat Step 1

    (part one)

    HOW ARE YOU TELLING YOUR STORY?

    NEXT FIVE MINUTES:30 SECOND STORY TO FELLOW ATTENDEES

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    SPEED STORYTELLING, USUALLY WE DO IT LIKE SPEED DATING….BUT CONSIDERING…

    Let’s just have a few volunteers instead

    (part two)

    SEVEN ELEMENTS TO ALL GREAT STORIES.

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    CharacterPlotConflictResolutionStructureScenesDialogue

    CharacterPlotConflictResolutionStructureScenesDialogue

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    FINE. BUT WHAT ABOUT THE TRULY GREAT MOVIES (STORIES?)

    1. THEY HAVE POWERFUL BACKSTORIES

    2. THEY ARE RELEVANT TO THE TIMES

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    3. THEY FEATURE COLLABORATION

    4. THEY HAVE A PLOT TWIST THAT ALTERS THE COURSE OF THE STORY

    5. THEY HAVE DRAMATIC TENSION

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    6. THEY HAVE EQUALLY COMPELLING SIDE NARRATIVES

    7. THEY HAVE UNFORGETTABLE LINES

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    (part three)

    TIPS FOR CONNECTING YOUR AUDIENCE WITH YOUR POWERFUL STORY.

    PR

    1. BE INTELLECTUALLY CURIOUS ABOUT MEDIA – OR HIRE SOMEONE WHO IS

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    2. ENGAGE WITH MEDIA BEYOND THE COLD PITCH

    3. CRYSTALIZE THE PITCH

    Pitch: Back to Barbecue Day

    Ericka, did you know that the Saturday before Memorial Day is the busiest shopping day for new grills every year?

    4. FOCUS STORY ON MOMENT WE ARE LIVING IN

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    5. ADOPT A‘1 IS BETTER THAN 0’ MINDSET

    6. LEAVE THEM WANTING YOU BACK

    7. CREATE NEWS

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    SOCIAL

    300 ftPeople thumb through

    of content every day in feeds

    You aren’t just competing with competitors for attention…

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    PAG E PAG E 45

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    YOUR GOAL: STOP THE SCROLL!

    PAG E PAG E 47

    PAG E PAG E 48

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    EMAIL

    The most popular smartphone activity.

    Top Email Viewing Platforms

    1.Gmail (desktop and mobile)

    2.Mail on iphone

    3.Outlook (desktop and mobile)

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    PAG E PAG E 52

    PAG E PAG E 53

    EMAIL TODAY….

    PAG E PAG E 54

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    of all emails sent go directly to spam

    56%

    PAG E PAG E 56

    Clean up your data

    Segment your audiences

    Create engaging and personalized content

    Design clean and simple templates

    Check your reputation metrics

    (senderscore.com)

    EMAIL DELIVERABILITY CHECKLIST

    Launch a preference center

    i.e. Instead of an unsubscribe page, set up a

    preference center so users can self select what types of

    content they want to receive

    Send consistently

    Monitor

    WEBSITE

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    THE LAST STOP BEFORE THEY SHOP

    1. Simple homepage

    2. Clearly explain your differentiated story

    3. Videos – 86% higher conversion

    4. Capture email

    5. Show proof ‐ testimonials

    6. Payment as simple as possible

    VIDEO

    The Selling 7 – New Ways to Use Video

    1. 80% Video

    2. Landing Page Videos

    3. Bio Videos (use in email signatures)

    4. Product/Service Pages

    5. Cost/Price Videos

    6. The Claims We Make

    7. Customer Journey Videos

    (Problem, Journey, Result)

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    (part four)

    HOW ARE YOU TELLING YOUR STORY REDUX?

    NEXT FIVE TWO MINUTES:30 SECOND STORY TO FELLOW ATTENDEES

    YOU GOT THIS

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    THANKS.

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