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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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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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!
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PAG E PAG E 48
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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….
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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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