2. What ever the medium, it’s about telling a
story...
Friday, 24 May 13
3. What ever the medium, it’s about telling a
story...
• The history of story telling
• The 7 basic plots
• New ways to push out your stories
• Hints and tips to make your stories special
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9. The digital age returns to the beginning
Two questions
1. How can we use these modern tools to tell our stories?
2. How do we create our stories?
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10. The 7 basic plots
1. Overcoming the monster
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11. The 7 basic plots
1. Overcoming the monster
2. Rags to riches
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12. The 7 basic plots
1. Overcoming the monster
2. Rags to riches
3. The quest
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13. The 7 basic plots
1. Overcoming the monster
2. Rags to riches
3. The quest
4. Voyage and return
Friday, 24 May 13
14. The 7 basic plots
1. Overcoming the monster
2. Rags to riches
5. Comedy
3. The quest
4. Voyage and return
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15. The 7 basic plots
1. Overcoming the monster
2. Rags to riches
5. Comedy
3. The quest
6. Tragedy
4. Voyage and return
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16. The 7 basic plots
1. Overcoming the monster
2. Rags to riches
5. Comedy
3. The quest
6. Tragedy
4. Voyage and return
7. Rebirth
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17. The 7 basic plots - hints and tips
• What is your brand story
• Truth and depth
• Credibility and believability
• Engaging
• Interactive
• Get the story right
• Get the channel right
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20. Brand is story - hints and tips
• Get the story right, from the beginning
• Manage your storytelling
• Get the channels right
• Maximise the opportunities for roll out
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21. Five key trends to connect with storytelling
• Underground marketing
• Showrooming
• Music collaboration
• Personalisation
• Virgin consumers
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26. • Tell your story from the ground up
• Engage with relevant local communities
• Let them tell your story after experiencing your brand
• Make the brand experience positive
Underground marketing - hints and tips
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29. Showrooming - hints and tips
• Make the experience magical
• Create the brand story at every customer touch point
• Join up the buying experience to the selling experience
• Be prepared for savvy customers
• Help them make their buying decision easy
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31. Music collaboration - hints and tips
• Use the oldest story telling tool available - music
• Literally amplify the experience of the brand
• You have to find the perfect musical partner
• Have a genuine connection with each other
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34. Personalisation - hints and tips
• Personalise your story to make it relevant to your audience
• Use research to segment audience into niches
• Match the information and insight to those niche audiences
• Make it easy for them to recognise themselves
• Make it easy for them to recognise the benefits
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36. Virgin consumers
1. Keep it simple
2. Explain your brand
3. Don’t ask for commitment
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37. Virgin consumers
1. Keep it simple
2. Explain your brand
3. Don’t ask for commitment
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38. Virgin consumers - hints and tips
• Consumers want a first time experience every time
• Tell them new information or old info in a new way
• Find new ways to tell your story
• Dig deep into the brand to uncover nuggets of information
• Surprise your customers with more convenient, intuitive ways
to explore and own your products
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39. Top ten tips to story telling
1. Connect the audience directly to the truth of the brand
2. Audience will learn when they are actively engaged
3. Use the 7 basic plots to help to frame your story
4. Tell your story from the ground up
5. Create a brand story for every customer touch point
6. Use music to literally amplify your brand
7. Personalise your story to make it even more compelling
8. Try to create a first time experience every time
9. Allow your story to be retold by others to add momentum
10. Know when a good story comes to an end...
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40. And they all lived happily ever after
Friday, 24 May 13
