IMUK Storytelling as good as Hollywood

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It has been argued that digital marketers are essentially professional storytellers. If that's true, how well does one pro stack up against the best - Hollywood? This presentation starts by looking at how important and impactful storytelling can be for marketing purposes and then looks at what we can learn from the movies and the business of selling stories.

By comparing how Hollywood have successfully sold a handful of stories (told in many different ways) time and time again and built audiences that buy into movie franchises such as Marvel's The Avengers and a special appearance from Tom Cruise this presentation points out how Hollywood have been using social media techniques online and offline for years to successfully build an audience, turn them into fans and loyal customers and even upselling long before social media ever existed.

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IMUK Storytelling as good as Hollywood

  1. 1. #inbounduk14 @bryan_phc bryan@ph-creative.com Getting Goosebumps
  2. 2. #inbounduk14 @bryan_phc bryan@ph-creative.com 34 years later
  3. 3. #inbounduk14 @bryan_phc bryan@ph-creative.com Getting Goosebumps
  4. 4. #inbounduk14 @bryan_phc bryan@ph-creative.com 48,000 ReTweets 22,000 Fav’s 4,200 Likes / 1,400 shares
  5. 5. #inbounduk14 @bryan_phc bryan@ph-creative.com
  6. 6. #inbounduk14 @bryan_phc bryan@ph-creative.com You are competing with me? Good luck.
  7. 7. #inbounduk14 @bryan_phc bryan@ph-creative.com What’s your story?
  8. 8. #inbounduk14 @bryan_phc bryan@ph-creative.com
  9. 9. #inbounduk14 @bryan_phc bryan@ph-creative.com The Executive Probably uptight workaholic learns the importance of life
  10. 10. #inbounduk14 @bryan_phc bryan@ph-creative.com The Wannabe Misfit yearns to fit in only to realise the importance of being yourself.
  11. 11. #inbounduk14 @bryan_phc bryan@ph-creative.com The big fat liar Person lies about something to get guy/girl, falls in love, is discovered and immediately dumped, wins them back
  12. 12. #inbounduk14 @bryan_phc bryan@ph-creative.com The fish out of water Fish out of water teaches unforgiving new town to respect his/her crazy ways.
  13. 13. #inbounduk14 @bryan_phc bryan@ph-creative.com The underdog Motley crew of rejects bond together only to find they’re better than the top dogs.
  14. 14. #inbounduk14 @bryan_phc bryan@ph-creative.com The run for love
  15. 15. #inbounduk14 @bryan_phc bryan@ph-creative.com
  16. 16. #inbounduk14 @bryan_phc bryan@ph-creative.com
  17. 17. #inbounduk14 @bryan_phc bryan@ph-creative.com What have we learned from Hollywood? About storytelling & winning tactics
  18. 18. All successful Hollywood movies have a clear outward motivation for the Hero for you to believe in.
  19. 19. Why? Because we Think Different Famous 1984 advertisement Steve Jobs was a fantastic story teller He created theatre and drama very well Drama ebbs and flows to heighten anticipation and tension
  20. 20. HERO Reflection Character HOLLYWOOD MOVIE MOVIE FRANCHISE
  21. 21. ONE AUDIENCE PERSONA YOUR PRODUCTS & SERVICES A MARKETING STORY YOUR BUSINESS BE SURE YOU KNOW WHO THE HERO IS.
  22. 22. HERO Reflection Character HERO HERO HERO HERO Reflection Character Reflection Character Reflection Character BE SURE YOU UNDERSTAND ALL OF YOUR HEROS (personas)
  23. 23. PERSONA THREE Reflection Character PERSON A TWO PERSONA FOUR PERSONA ONE PERSONA FIVE Reflection Character Reflection Character Reflection Character A TYPICAL BUSINESS HAS LOTS SCOPE FOR STORYTELLING REAL HEROS
  24. 24. YOUR PRODUCTS & SERVICES $585 million Initial offer YOUR PRODUCTS & SERVICES $623 million Upgrade YOUR PRODUCTS & SERVICES $1200 million ($1.2 billion) Upgrade BUILD A COMMUNITY AND KEEP IT ALIVE
  25. 25. YOUR PRODUCTS & SERVICES $52 billion Initial offer YOUR PRODUCTS & SERVICES $68 billion Upgrade YOUR PRODUCTS & SERVICES $80 billion Upgrade
  26. 26. 1 2 3 4 5 6 7
  27. 27. #inbounduk14 @bryan_phc bryan@ph-creative.com stranger suspect prospect customer Consideration stages of marketing
  28. 28. #inbounduk14 @bryan_phc bryan@ph-creative.com
  29. 29. #inbounduk14 @bryan_phc bryan@ph-creative.com Getting Goosebumps For more storytelling & strategy pearls follow me on twitter @bryan_phc

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