The document provides guidance on effective Business-to-People (B2P) marketing campaigns through case studies and best practices. It discusses three case studies of successful B2P campaigns for K-Swiss shoes, Océ printers, and Swedish tourism. The document then provides a "B2P Survival Guide" outlining 10 steps for B2P marketing, such as telling brand stories, focusing on why products are valuable rather than just features, and embracing employee advocacy and content sharing. The goal is to make B2B communication feel more like appealing B2C campaigns through emotional and shareable content.
Work I created from teams I've managed including campaigns and programs from Momentum Worldwide, DraftFCB, Marketing Drive/FCB, Leo Burnett and Leapnet.
BOBCM: The Future of Branded Content Marketing - Report Summary (Danish Marke...Justin Kirby
This presentation is an edited preview of my expert predictions chapter from the Best of Branded Content Marketing: 10th Anniversary Edition ebook and an accompanying report that was presented at the Danish Marketing Association.
BOBCM: Best of Branded Content Marketing 2015 D&AD EditionJustin Kirby
BOBCM’s special 2015 D&AD edition - produced in partnership with D&AD, the global association for creative advertising and design - presents industry experts’ guest features and awards
This 2015 Mobile World Congress showcased the latest innovations in mobile technology, bringing together the leaders and pioneers of the mobile industry, consumer brands, and the growing amount of businesses touched by the mobile market.
Out of over 2,100 companies flaunting their newest and best, only a handful of exhibitors really stuck out for their ability to cut through the noise noise and connect with their audience.
We've taken a look at these standout exhibitors and examined what made them so memorable. Read our POV, and learn the 4 ways to win at the tradeshow that will connect people with your products and services and build your business.
BOBCM: Best of Branded Content Marketing Volume II (10th Anniversary Edition)Justin Kirby
Created in conjunction with the Branded Content Marketing Association, The Best of Branded Content Marketing 10th Anniversary Edition is the second in a series of social media and branded content ebooks.
This free, enhanced media ebook is an international collaboration containing 13 case studies of the best branded content marketing campaigns from cutting-edge brands and award-winning agencies around the world.
The case studies reveal the challenges faced, how solutions were developed and the results achieved. They include Unilever Dove’s ‘Real Beauty Sketches’ from Ogilvy Brazil, Metro Trains’ ‘Dumb Ways to Die’ from McCann Melbourne, Duck Tape’s ‘Race of Gentlemen’ from Tenthwave Digital in the USA, PepsiCo’s ‘Natural Love’ from Fuse Russia, Volvo Trucks’ ‘The Epic Split’ from Forsman & Bodenfors in Sweden, and more.
The book also contains ‘what is’, ‘how to’ and ‘what's next’ features from leading practitioners and academics. These features include market reports from Brazil and Russia, an Ipsos MORI and Oxford Brookes University research report, tips on how to create successful social video content, and an in-depth predictions report about the future of branded content marketing from 60+ experts around the world, including brand owners such as Eurostar.
Simultaneous BCMA launch events were hosted at DigitasLBI in London and MRY in New York in March 2014.
We hope you enjoy reading this book and find it useful for your work.
BOBCM: Brands and content marketing - who brings what to the party?Justin Kirby
20 minute presentation for Digital Media Expo 2015, a 3 day conference in London hosted by the World Association of Newspapers and News Publishers (WAN-IFRA). This presentation highlights themes from my previous presentations at the OBE Summit in Italy and the Golden Drum festival in Slovenia, and frames these within the context of where the publishing industry fits in the new media landscape.
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...Justin Kirby
What exactly is branded content marketing, and how can you use it in German-speaking countries to improve your business and engage better with customers?
Find out all about it in this first ever edition of the international Best of Branded Content Marketing (BOBCM) book series exclusively for, from and about the German, Austrian and Swiss region.
Spearheaded by BOBCM's local editor and partner, renowned branded entertainment consultant, strategist and journalist Sandra Freisinger-Heinl, this book presents the combined experience and wisdom of more than 45 local branded content experts.
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Edited by Sandra Freisinger-Heinl
It explains vital aspects of branded content usage specific to the German-speaking market, including legal and research information. However, it's much more than a 'how-to' guide; it also provides insights into experts' daily work with brands, showcasing the best examples, including Deutsche Telekom Familie Heins, Media Markt Rabbit Race and Hasbro NERF Toy Blaster.
Equipped with all the information from this book, you too can use the power of branded content marketing to inspire your work.
Work I created from teams I've managed including campaigns and programs from Momentum Worldwide, DraftFCB, Marketing Drive/FCB, Leo Burnett and Leapnet.
BOBCM: The Future of Branded Content Marketing - Report Summary (Danish Marke...Justin Kirby
This presentation is an edited preview of my expert predictions chapter from the Best of Branded Content Marketing: 10th Anniversary Edition ebook and an accompanying report that was presented at the Danish Marketing Association.
BOBCM: Best of Branded Content Marketing 2015 D&AD EditionJustin Kirby
BOBCM’s special 2015 D&AD edition - produced in partnership with D&AD, the global association for creative advertising and design - presents industry experts’ guest features and awards
This 2015 Mobile World Congress showcased the latest innovations in mobile technology, bringing together the leaders and pioneers of the mobile industry, consumer brands, and the growing amount of businesses touched by the mobile market.
Out of over 2,100 companies flaunting their newest and best, only a handful of exhibitors really stuck out for their ability to cut through the noise noise and connect with their audience.
We've taken a look at these standout exhibitors and examined what made them so memorable. Read our POV, and learn the 4 ways to win at the tradeshow that will connect people with your products and services and build your business.
BOBCM: Best of Branded Content Marketing Volume II (10th Anniversary Edition)Justin Kirby
Created in conjunction with the Branded Content Marketing Association, The Best of Branded Content Marketing 10th Anniversary Edition is the second in a series of social media and branded content ebooks.
This free, enhanced media ebook is an international collaboration containing 13 case studies of the best branded content marketing campaigns from cutting-edge brands and award-winning agencies around the world.
The case studies reveal the challenges faced, how solutions were developed and the results achieved. They include Unilever Dove’s ‘Real Beauty Sketches’ from Ogilvy Brazil, Metro Trains’ ‘Dumb Ways to Die’ from McCann Melbourne, Duck Tape’s ‘Race of Gentlemen’ from Tenthwave Digital in the USA, PepsiCo’s ‘Natural Love’ from Fuse Russia, Volvo Trucks’ ‘The Epic Split’ from Forsman & Bodenfors in Sweden, and more.
The book also contains ‘what is’, ‘how to’ and ‘what's next’ features from leading practitioners and academics. These features include market reports from Brazil and Russia, an Ipsos MORI and Oxford Brookes University research report, tips on how to create successful social video content, and an in-depth predictions report about the future of branded content marketing from 60+ experts around the world, including brand owners such as Eurostar.
Simultaneous BCMA launch events were hosted at DigitasLBI in London and MRY in New York in March 2014.
We hope you enjoy reading this book and find it useful for your work.
BOBCM: Brands and content marketing - who brings what to the party?Justin Kirby
20 minute presentation for Digital Media Expo 2015, a 3 day conference in London hosted by the World Association of Newspapers and News Publishers (WAN-IFRA). This presentation highlights themes from my previous presentations at the OBE Summit in Italy and the Golden Drum festival in Slovenia, and frames these within the context of where the publishing industry fits in the new media landscape.
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...Justin Kirby
What exactly is branded content marketing, and how can you use it in German-speaking countries to improve your business and engage better with customers?
Find out all about it in this first ever edition of the international Best of Branded Content Marketing (BOBCM) book series exclusively for, from and about the German, Austrian and Swiss region.
Spearheaded by BOBCM's local editor and partner, renowned branded entertainment consultant, strategist and journalist Sandra Freisinger-Heinl, this book presents the combined experience and wisdom of more than 45 local branded content experts.
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Edited by Sandra Freisinger-Heinl
It explains vital aspects of branded content usage specific to the German-speaking market, including legal and research information. However, it's much more than a 'how-to' guide; it also provides insights into experts' daily work with brands, showcasing the best examples, including Deutsche Telekom Familie Heins, Media Markt Rabbit Race and Hasbro NERF Toy Blaster.
Equipped with all the information from this book, you too can use the power of branded content marketing to inspire your work.
From Mobile to Content First EngagementJustin Kirby
My presentation at FIPP London yesterday as part of their mobile strand that was billed as follows:
From Mobile to Content First Engagement: strategies for and examples of the best content-first, mobile-focused marketing campaigns in the world today
With a decline in advertising revenues and fears about the 'adblocalypse’ abound, branded content is being increasingly seen as a possible survival strategy by publishers. But is editorial-style content and its delivery through native advertising formats for brands enough to compete for consumers’ attention? We now live an increasingly skippable on demand world where mobile is becoming the first screen, particularly for the millennial audience who are consuming more video content than ever before. That’s why brands are looking at more innovative ways to engage audiences. Justin will explain how all marketing is now based around content and the different directions driving this - presenting inspiring examples and insights from global experts about how strategies are becoming content first and the role publishers can play in helping deliver this.
What I love to do
Lovestorytelling. It’s what I love. I relish telling your love story to move the audiences you are or want to be in a relationship with. Engaged audiences, are more passionate about and stay true to deserving brands. Let me be your heavenly matchmaker.
What can I do for you?
Strategic marketing communications advice. Concept and content development. Online and offline copywriting. Concepting and copywriting for direct mailings, advertising. Copywriting for social media: Whatsapp, Facebook, Twitter, Instagram, snapchat.
What have I done already?
• Download my cv for a full listing of accounts I worked for and some relevant case descriptions
Jules van Veen
Hawkwood Sterz | Copywriting Company
Amsterdam Area, Netherlands
BOBCM: Best of Branded Content Marketing OBE SummitJustin Kirby
Presentation for SUMMIT OBE 2015, a one day Branded Entertainment conference in Milan with insights from leading Italian brands and latest industry research.
How to become an unstoppable launch machine - breakfast briefing October 2014...fivebyfive
As a launch marketing agency, we’ve worked on launches for products and services in many different sectors, to many different audiences across many different channels. Every launch is different.
However, we’ve learned that there are certain things which are common to successful launches, which over time have become our guiding principles.
This is a summary of these 10 guiding principles.
AmbushMarketing is a practice of hijacking another advertiser’s campaign. This ppt describes the benefits of doing it in an appropriate manner and why big brands doing this to outrun their competitors through their own current campaigns.
Successful brands and retailers create engaging consumer experiences which result in long term relationships and an improved bottom line. This presentation offers tips on how to build enduring relationships at retail.
This is the Modern East: situated at the world’s crossroads and comprised of diverse, mobile and ready to engage people living in a region with the world’s most international population, the world’s most visited mall and its busiest airport.
In this modern setting, there are huge opportunities for brands prepared to break barriers to connect with customers in a modern approach, going beyond traditional calligraphy and visuals to create agile and creative experiences. FITCH Design Director Jimmy Kmeid will explore the richness of Arabic design and its use in a modern context, demonstrating how brands can build both local resonance and universal relevance to make them fit for the global stage.
Combining storytelling and stores might seem to some obvious, to others enigmatic and still, to others, useless. Store managers might think, “Who needs storytelling when I’m running my store efficiently and selling well?”, sales managers might say, “storytelling is for communication and marketing… just give me the tools and I’ll do the selling!” and general managers might say, “Here we go again! Some new marketing idea to mess up the works!
Branded Content: A survival strategy for the coming 'Adblocalypse'Justin Kirby
Presentation at the WAN | IFRA (World Association of Newspapers and News Publishers) Middle East Conference in Dubai: More video content is being watched than ever before, so will native advertising and editorial-based content marketing be enough for publishers to compete for consumers attention in an increasingly on demand world. Justin will present inspiring examples from the exciting space where advertising and entertainment collide and beyond, as well as insights from global experts to help you deliver more engaging content strategies for brands and their consumers.
We compiled this list of “Twelve Marketing Musts for 2012” to inspire and even validate other marketers within our industry. These marketing musts (or “suggestions”) are what many companies are currently exploring or already doing. What the “musts” have in common is that each will accelerate your two-way marketing strategies, allowing you to fully realize the benefits of engagement.
Unstoppable. The tech revolution is here, adapt or die.FITCH
Tim Greenhalgh's presentation as part of a panel at BCSC 2014. The panel explored the evolution of technology, what it means for the retail property sector and what’s around the corner in terms of new technology development.
The panel was chaired by Sean Curtis, Land Securities and also included Saurabh Sethi, GSMA and Patrick Gallagher, CitySprint.
The ultimate guide to successful advertising (updated version)André Skagervik
The media landscape has changed rapidly over last years. You know it. I know it. More brands than ever are competing for seconds of the audience’s valuable attention. 24 hours a day. 7 days a week. The recipient is defining the game rules and the advertising agencies are trying harder than ever before. But hey, it really doesn’t have to be that complicated. Reaching the true success and becoming that kind of brand is really about understanding a couple of basic principles about the game field. May I (have) (steal) deserve your attention for a couple of minutes? I promise I will make it worth your while...
From Mobile to Content First EngagementJustin Kirby
My presentation at FIPP London yesterday as part of their mobile strand that was billed as follows:
From Mobile to Content First Engagement: strategies for and examples of the best content-first, mobile-focused marketing campaigns in the world today
With a decline in advertising revenues and fears about the 'adblocalypse’ abound, branded content is being increasingly seen as a possible survival strategy by publishers. But is editorial-style content and its delivery through native advertising formats for brands enough to compete for consumers’ attention? We now live an increasingly skippable on demand world where mobile is becoming the first screen, particularly for the millennial audience who are consuming more video content than ever before. That’s why brands are looking at more innovative ways to engage audiences. Justin will explain how all marketing is now based around content and the different directions driving this - presenting inspiring examples and insights from global experts about how strategies are becoming content first and the role publishers can play in helping deliver this.
What I love to do
Lovestorytelling. It’s what I love. I relish telling your love story to move the audiences you are or want to be in a relationship with. Engaged audiences, are more passionate about and stay true to deserving brands. Let me be your heavenly matchmaker.
What can I do for you?
Strategic marketing communications advice. Concept and content development. Online and offline copywriting. Concepting and copywriting for direct mailings, advertising. Copywriting for social media: Whatsapp, Facebook, Twitter, Instagram, snapchat.
What have I done already?
• Download my cv for a full listing of accounts I worked for and some relevant case descriptions
Jules van Veen
Hawkwood Sterz | Copywriting Company
Amsterdam Area, Netherlands
BOBCM: Best of Branded Content Marketing OBE SummitJustin Kirby
Presentation for SUMMIT OBE 2015, a one day Branded Entertainment conference in Milan with insights from leading Italian brands and latest industry research.
How to become an unstoppable launch machine - breakfast briefing October 2014...fivebyfive
As a launch marketing agency, we’ve worked on launches for products and services in many different sectors, to many different audiences across many different channels. Every launch is different.
However, we’ve learned that there are certain things which are common to successful launches, which over time have become our guiding principles.
This is a summary of these 10 guiding principles.
AmbushMarketing is a practice of hijacking another advertiser’s campaign. This ppt describes the benefits of doing it in an appropriate manner and why big brands doing this to outrun their competitors through their own current campaigns.
Successful brands and retailers create engaging consumer experiences which result in long term relationships and an improved bottom line. This presentation offers tips on how to build enduring relationships at retail.
This is the Modern East: situated at the world’s crossroads and comprised of diverse, mobile and ready to engage people living in a region with the world’s most international population, the world’s most visited mall and its busiest airport.
In this modern setting, there are huge opportunities for brands prepared to break barriers to connect with customers in a modern approach, going beyond traditional calligraphy and visuals to create agile and creative experiences. FITCH Design Director Jimmy Kmeid will explore the richness of Arabic design and its use in a modern context, demonstrating how brands can build both local resonance and universal relevance to make them fit for the global stage.
Combining storytelling and stores might seem to some obvious, to others enigmatic and still, to others, useless. Store managers might think, “Who needs storytelling when I’m running my store efficiently and selling well?”, sales managers might say, “storytelling is for communication and marketing… just give me the tools and I’ll do the selling!” and general managers might say, “Here we go again! Some new marketing idea to mess up the works!
Branded Content: A survival strategy for the coming 'Adblocalypse'Justin Kirby
Presentation at the WAN | IFRA (World Association of Newspapers and News Publishers) Middle East Conference in Dubai: More video content is being watched than ever before, so will native advertising and editorial-based content marketing be enough for publishers to compete for consumers attention in an increasingly on demand world. Justin will present inspiring examples from the exciting space where advertising and entertainment collide and beyond, as well as insights from global experts to help you deliver more engaging content strategies for brands and their consumers.
We compiled this list of “Twelve Marketing Musts for 2012” to inspire and even validate other marketers within our industry. These marketing musts (or “suggestions”) are what many companies are currently exploring or already doing. What the “musts” have in common is that each will accelerate your two-way marketing strategies, allowing you to fully realize the benefits of engagement.
Unstoppable. The tech revolution is here, adapt or die.FITCH
Tim Greenhalgh's presentation as part of a panel at BCSC 2014. The panel explored the evolution of technology, what it means for the retail property sector and what’s around the corner in terms of new technology development.
The panel was chaired by Sean Curtis, Land Securities and also included Saurabh Sethi, GSMA and Patrick Gallagher, CitySprint.
The ultimate guide to successful advertising (updated version)André Skagervik
The media landscape has changed rapidly over last years. You know it. I know it. More brands than ever are competing for seconds of the audience’s valuable attention. 24 hours a day. 7 days a week. The recipient is defining the game rules and the advertising agencies are trying harder than ever before. But hey, it really doesn’t have to be that complicated. Reaching the true success and becoming that kind of brand is really about understanding a couple of basic principles about the game field. May I (have) (steal) deserve your attention for a couple of minutes? I promise I will make it worth your while...
A whitepaper about the b2b marketing that changed into b2p: business to people. Includes b2b cases and a top 10 survival guide for everyone looking for inspiring b2b campaigns.
In 2014, BBDO Belgium was awarded with the title Agency of the Year by Media Marketing. For the first time in the history of the competition, a jury of advertisers and agencies choose the winner based on a entry document.
This is a resume of our entry document.
This is our story of 2014.
This is why we are Agency of the Year.
This is why we are #BBDOproud
E3 International Agency Network- Best of International (BOI) Awards 2014E3network
Cases in Marketing, Advertising, Public Relations, Communications, Digital and Social Media
Every year E3 Network agency members submit examples of their best work to present to the network at the Annual Meeting. Members vote on the cases to determine which are worthy of an award. The cases below were all nominated for presentation at the annual meeting in Milan Italy in May 2014 and represent some of the best international marketing, communications, advertising and public relations work in the world.
Dentsu Aegis Network - Quarterly on content marketingiProspect Norge
Content Marketing is essentially what it says – marketing with content, rather than with advertising. The new digital age has produced far more sorts of content – pictures, videos, apps - and therefore far more way for brands to use content in their marketing.
We are in a time where some people choose to block ads, and others choose to pay to avoid ads (for example in Spotify and Netflix); content marketing can bypass some of this avoidance.
A quick intro: what PR does, how it works, how it can be measured - and a concrete example of how it could be integrated into a cost-effective, efficient 360-degrees campaign.
Best of International Award Cases 2013 | E3 Agency NetworkE3network
2013 Submissions for the E3 Network Annual Best of International Awards. Showcases work presented by member agencies in public relations, branding, marketing communications, advertising, digital and social media.
Digital Marketing Live presentatie Gijsbregt VijnGijsbregt Vijn
No conflict, no story
Brand engagement the ‘split second’ era
Welcome in the ‘split second’ era
Everything is speeding up! Laad tijden, delivery tijden, webcare verwachtigen, computerkracht (quant) met razendsnelle algoritmes die razendsnel miljoenen opties kunnen verkennen.
5 miljoen Amazon echo’s met alexa’s verkocht in US. Spraakassistent Alexa. een split second alles voor je regelt en dus actief leert van alle beslissingen die je neemt. En ook in staat gaat zijn voor jouw te denken vanuit zijn algoritme.
90% van al onze beslissingen wordt onbewust genomen worden en in grote mate wordt aangestuurd door ons reptielenbrein.
We are run by our reptile brain
Daar zit de aansturing van de ademhaling, vechten of vluchten. Deze reageert puur op emotie en visuele cues. Rudimentaire zaken als angst, seks, honger. Systeem 1 is intuïtief, heuristiek, systeem 2 bewust nadenken, neo cortex en het limbisch brein.
Als alles sneller gaat sneller om ons heen gaat, en we sneller moeten en willen beslissen dan kan alleen ons reptielen brein (systeem 1) hier antwoord op geven. Die is in staat intuïtief te handelen.
Future fastness will be answered by ancient compulsiveness
Hoe sneller de wereld gaat des te meer wij teruggeworpen worden ons meest oude brein. Dat oude brein wordt volledig gestuurd door beeld en emotie!!
Emotion is king
Nu is de tijd om je merk emotineel te verankeren. Meer dan ooit. Emotie van je klant fundamenteel wordt om voort te blijven bestaan als merk. Als de Alexa’s van deze wereld uiteindelijk gemeengoed gaan worden gaan ze
leren van het huidige gedrag van de mens. Datgene wat nu in ons hoofd zit gaat het algoritme in en als Alexa met een (rationeel beter) alternatief komt moet het reptielenbrein van je klanten heel hard gillen nee, je moet miin merk hebben.
And in the future you might have to conquer your AI position
Nu kunnen we nog in het AI algoritme komen en blijven, vanuit AI aanbod is het heel moeilijk om vanuit systeem 2 andere keuzes te maken dan AI aangeeft. Dat vraagt dus om bewust denken, prettige wedstrijd. Maar dat is wel de strategie, door verassing mensen bewust te maken van het alternatief dat jij wil bieden.
Brands: We need to go beyond the values
Het communiceren van je waarden is niet meer genoeg om je mensen diep te engagen. Want je reptielenbreinbrein gaat niet aan op een paar mooie woorden die wordt engaged op aan op meer basale, meer rudimentaire cues.
Whats the key driver for true engagement?
Wat zorgt al sinds het bestaan van het leven op aarde voor emotionele engagement.
Wat zorgt nou voor engagement? Niet voor even, maar al sinds het begin van het leven.
Antwoord: A story with a beautiful conflict
Wil je meer weten over hoe een verhaal met een sterk conflict jouw merk kan helpen? We staan altijd open om eens rond de tafel te gaan zitten om jouw brand challenges te bespreken! Bel: 020 6063580 of mail: sanne@lemonscentedtea.com
No Conflict No Story. That’s what we believe at Lemon Scented Tea. Based on this belief we repositioned Nuon.
This presentation walks you through our new Bran Conflict Model®. It shows how you can use it to face brand challenges such as authenticity, fragmentation and engagement. And gives you an practical example by showing how we used our model to reposition Nuon.
For more information please contact me: Gijsbregt@LemonScentedTea.com
At the 8th of October, the Incompany Event took place! At this event I gave a presentation about storytelling and how marketers could use it to promote their brand.
Presentatie Gijsbregt Vijn Grote Marketing Congres 2015Gijsbregt Vijn
Tijdens het Grote Marketing Congres heeft Lemon Scented Tea een "Storytelling Learning Lunch" georganiseerd. Tijdens deze lunch werd besproken hoe topmarketeers van KPN, Nuon, Heineken, Red Bull en Diageo storytelling inzetten. De resultaten zijn afkomstig uit de Storytelling Expeditions die Lemon Scented Tea afgelopen zomer heeft georganiseerd.
This summer the storytelling agency Lemon Scented Tea organised the Storytelling Expeditions. During these expeditions three forms of storytelling were discussed. The outcomes were presented by Gijsbregt Vijn at Adfo Live. Here is his presentation.
Last Tuesday, the third and final session of the Storytelling Expedition took place. It was an interesting session with a lot of new insights about storytelling, especially about Story Doing. During a nice boat trip across the canals of Amsterdam a group of top marketers discussed multiple statements.
The second storytelling expedition: ten TakeoutsGijsbregt Vijn
Together with Adfo Groep, Lemon Scented Tea is organising Storytelling Expeditions: three boat trips on the Amsterdam canals, where marketers and storytelling specialists will discuss the do’s and don’t’s of storytelling.
The theme of the second edition was Story Creating: creating new stories and share them with the world.
During the session the following claim was discussed: ‘Ideas without storytelling are mayflies’.
The Story Makes The Brand: Libelle ZomerweekGijsbregt Vijn
Gijsbregt Vijn, Managing Director at Lemon Scented Tea, explains how you can make stories work for your brand or business. He explains the three ways of storytelling we use at Lemon Scented Tea: The Storytelling Agency
How do you build brands with stories. Simple!
Start with an organizing principle
Start looking at your brand like a mag
Use the story mining, story creation or story doing to make it super engaging, relevant and inspiring.
The presentation Gijsbregt gave at Tony's Chocolonely the 14th of October.
The following video's were used:
Slide 19: https://www.youtube.com/watch?v=63X0yvnPXFc
Slide 25: https://www.youtube.com/watch?v=r58iwD8sHBg
Slide 31: https://www.youtube.com/watch?v=RatDSLu2xRg
Slide 54: https://www.youtube.com/watch?v=v5rPk__hqIs
Slide 55: https://www.youtube.com/watch?v=n86z3ss2Vlw
Slide 56:https://www.youtube.com/watch?v=ax9kCCwTLGo
Slide 57 :https://www.youtube.com/watch?v=ax9kCCwTLGo
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
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Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
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B2 b prickley issues 01
1. Prickley Issues 01
Who decided that
B2B campaigns
had to be so boring,
anyway?
Time for change!
+10
Easy ste
ps to suc
ceed
on the N
ew B2P
Frontier
2. It’s been one of the most consistent conversation pieces
over the past year: tuned-in MDs commenting on the
somewhat confused state of B2B communication. It’s
changing, everyone feels it, but how? And why such a
Grand Canyon sized gap between enticing ‘pull’ B2C
campaigns and the somewhat dull hard-sell ‘push’
tactics oft-used for B2B?
3. A
middle ground has emerged in the boardrooms, namely B2P –
Business to People. In the past year a wide array of vastly
different clients came through our agency doors with highly
specific B2P briefings. Brands like California shoe company K-Swiss,
global printer make Océ, Swedish Tourism Board VisitSweden, Schiphol,
Amsterdam RAI, to name just a few. Their briefs were tellingly similar:
give us B2B, but make it feel B2C. In trying to meet their expectations
we spent much time seeking out the right balance between hard and soft
selling, rational and emotional, cash and cuddly. Along the way we’ve
made a few key discoveries. And we’ve packaged them for you here
in this Prickly Issues whitepaper. And when all is said and done, we
offer up a B2P Survival Guide for all those marketers looking for
inspiring B2B campaigns.
4. Case 1
K-Swiss
K-Swiss’s
classic woos
shoes into stock
What to do when high-end European retailers are no longer
stocking your most iconic shoe? This was the challenge
facing California sports company K-Swiss in the Spring of
2010. The result was an award-winning campaign (D&AD
‘In Book June 2011) that not only activated retailers to stock
more shoes, but ignited positive conversations about the
K-Swiss brand across the globe.
5. Case 1
K-Swiss
Insight
Campaign
Results
Media Mix
While the Classic shoe itself is just
The challenge was to tell the long story
The results resonated far beyond
Print, brand story, DM,
a pretty nifty heritage sneaker, it’s
of the Classic in a way that would help
retailers. Because we packaged the hard-
PR: plugging & seeding
story is extraordinary in these times of
retailers sell more shoes. So we broke the
sell story of the shoe in an emotionally
fast-moving goods. The problem was,
story up into 8 non-linear chapters and
relevant way (i.e. respected designers),
K-Swiss didn’t communicate the story
asked 8 respected underground designers
major sneakerfreak communities picked
of its shoe to its retail partners, namely across the globe to design posters around
the story up and helped us create the
because the company didn’t know
them. We sent the resulting double-sided
demand for retailers to stock more
the whole story itself. We immediate
limited-edition posters to key retailers to
Classic shoes. The campaign and social
set about piecing one together out
hang in their shops and hand out to their
media strategy it entailed resulted in a
of the fragments of information and
most exclusive clients, creating goodwill
63% increase in brand awareness and a
communication lying dormant in the
and making them part of the campaign’s
36% jump in positive conversations about
company archives.
success.
K-Swiss.
The lowdown
The D&AD award was
certainly unexpected, but
it just goes to show that
even B2B campaigns can
create positive B2C buzz on
a global scale if that’s what
you set out to do from day 1.
6. Case 2
Océ
Kick-starting conversations and creating
quality leads for Océ’s global sales force
Océ is a global market leader in large-format printers and
thought it was time to drive that point home through a global
B2B campaign around its new PosterPrinter. The brief: create
a powerful conversation starter for the brand’s global sales
force that helps them create genuine leads and ultimately
sell more printers.
The catch? Needs to be adaptable across all Océ’s OPCOs
and succeed with no media budget. The result was an online
mockumentary that drove home a hard B2B message;
namely, that the Océ Poster Printer is the fastest and
easiest poster printer on the planet.
“We wanted a campaign that would tell the story of the PosterPrinter in
a way that would inspire our sales force and function as a conversation
starter. A B2B story that didn’t feel B2B.”
-Ed Lensen, International Business Development
Manager, Océ Display Graphics Systems
7. Case 2
Océ
Insight
The decisionmakers in the large-
The entire campaign was
format printing business (the guys
complemented by an activation
who place the orders) are the last link
microsite, where an online Poster-
in a very creative chain, but they are
Printer turned uploaded images into
still part of the creative chain. We
virtual posters. The Instant Poster
played into their creative instincts by
Power also translated to on-site and
capturing every creative individual’s
trade fairs where clients could turn
dream: to escape the monotony of the
images from their telephones into
office!
instant posters in 30 seconds.
Campaign
Results
We scripted a story around two very
In the first few months after launch
likeable young guys who launch a
some 30,000 video views and the
pop-up printer business called ‘Instant
microsite hundreds of community
Poster Power’ from the back of their
uploaded images. Every Océ Opco
customized van. The mockumentary
picked up the campaign and adapted
follows these two micropreneurs as
both the film and microsite into local
they service small businesses, pull
languages. The campaign also sparked
pranks, do some social good and
local activation campaigns around
transform the urban landscape, all
the Instant Poster Power theme. The
with the help of the PosterPrinter. In
campaign was included in prestigious
short, they capture the emotion of the
international marketing magazine
poster business and the importance of
Contagious as a Best Practices for
posters in communication today. All
B2B campaigns.
the printer’s USPs were worked into
the script, but we avoid typical B2B
corporatetalk through unscripted,
spontaneous dialogue to help the
message sound heartfelt and real.
Media Mix
Online film, print, DM, web platform,
trade shows, PR: plugging & seeding
The lowdown
B2B campaigns
are so caught up in
corporatespeak that they
often forget WHY their
products and services are
so interesting and unique.
By giving the PosterPrinter
a human, ‘outside-in’
context (instead of purely
inside-out), the Océ sales
team enthusiastically
picked up on the campaign
and used it as a serious
tool to service current
clients and to create new
leads – each salesman was
encouraged to plug&seed
the film into his own
networks.
8. Case 3
VisitSweden
How Swedish
tourism got
Dutch travel
agents on
their side
The Swedish tourism board, VisitSweden, had one business
goal: get more Dutch to give up the Austrian and French
Alps for Swedish ski sojourns. An integral part of the
challenge was thus to convince travel agents to take
Swedish skiing seriously. What they got was the B2C/B2B
‘Fit for the Winter Games’ campaign that travelled well
beyond the agents’ offices and ended up a global cult hit.
Oh, and the first direct charter flights to Sweden.
9. Case 3
VisitSweden
Insight
To challenge the Dutch annual Alps
agents – in return they could win a
routine, Sweden needed a serious
limited-edition ‘Fit for the Winter
edge, and we quickly pinpointed one,
Games’ bag.
an insight the Swedes themselves
weren’t particularly proud of. Namely,
that since 1986 the Swedish winter
sport towns of Are and Ostersund
had bid for the Olympic Games three
times – and lost. We didn’t see losing
bids however, we simply saw proof
that Sweden had world-class facilities.
Results
By activating Dutch travel agents
via DM, the bag and a special page
on the website, the number of Dutch
winter hotel stays after the campaign
doubled and the first winter charter
flight to Are took off from Schiphol.
B2C results were also impressive: over
Campaign
800,000 video views, a 200% increase
The ‘Fit for the Olympic Games’
in web visits and a campaign that
campaign was created around two
completely dominated all Google
amusing online films highlighting
search results for ‘Swedish winter
Sweden’s Olympic ambitions and its
sport’.
The lowdown
key USPs. We told the story through
two fanatical Swedes who dream of
the Olympics so they can display
Media Mix
their talents as, respectively, a mascot
Film, Web platform, Print,
and a streaker. In addition to DM, a
DM, Events, PR: plugging & seeding
flyer team, web and taking the films
consumer direct via YouTube, we sent
agents a special package with DVD
and brochures and encouraged them
to send the film to at least three other
Your B2B partners are
also consumers, and in
some situations you need
to activate them like
consumers. If they like
something they’ll actively
share and sell it. And if
they don’t, encourage them
other ways like giving
them free give-aways.
10. B2P
Shorts
B2B short 1
Amsterdam Schiphol Airport
Schiphol’s
‘Magic in function’ film
It’s not just enough to be Europe’s 5th largest hub and one
“Lemon managed to reinvent our
corporate message and create a
brand story that makes us appealing
to virtually everyone. Never before did
we get so many thumbs up!”
Chella Busch, Brand Manager Schiphol Group
high-quality partners. More specifically, the short film
of the most innovative airports in the world. Sometimes,
combines the Schiphol elements people know with behind-
you have to remind people that behind the business there’s
the-scene action they don’t – the functional and the magic
a clearly defined mission §and vision. Our ‘A day in the
of an airport.
Life’ B2P campaign for Schiphol was designed specifically
to spark positive conversations internally and with new
Media Mix Brand story, Film
11. B2B short 2
Amsterdam RAI
B2B short 3
WYSTC
AmsterdamINTENSER DE ERVARING WYSTC 2011’s
RAI’s
HOE
inspiring ‘experience
HOE KOSTBAARDER DE HERINNERING fake travel trend
angel’
challenge
Waar je het ziet, is hoe je het ziet. Hier zie je alles op zijn mooist, beleef je het intens.
Een galadiner, feest, beurs, congres, vergadering of training... RAI Elicium staat voor
ongekende allure en elegantie. Wil je meer weten? Ik kan je nog veel meer laten zien!
Graag leid ik je rond op
www.rai-elicium.nl
In its effort to further reinforce its status as a business
We’re starting to really like B2B campaigns here at Lemon.
and innovation hub that connects people, the
The latest in our string is The Fake Travel Trend Challenge
Amsterdam RAI built a new congress building called
for The World and Student Travel Conference (WYSTC)
Elicium. Once built, they needed a campaign that would
2011, a conversion campaign and identity rolled into one. The
inform its national and international business network
conference organizers asked us to work with them to create a
– large corporations, CEOs, organizers – of the Elicium’s
quick-hit B2B campaign that would stimulate key delegates
cutting edge facilities and, quite simply, fill their halls.
to book booth space and attend the fair. The Challenge
With ‘Elise’, we didn’t change the RAI’s messaging, we
invites key travel industry delegates to tweet their best fake
just changed who was saying it by wrapping all those
travel trend to win prizes. With this cheeky Challenge we’ve
USPs into an emotionally relevant story. Elise turned
positioned WYSTC’s authoritative insights against all those
all the RAI’s B2B communication into fun testimonials.
sketchy online travel trends people are so eager to believe
Next to posters, DM and web, we also turned Elise into
these days. We already have a favorite fake trend: “Holy Land
a teddy bear that businessmen could take home to their
tours spike as European youth rediscover religion.” Yeah,
children.
right. Sorry, open exclusively to travel industry delegates only.
Media Mix Print, web platform, DM, events, brand story,
Media Mix Web, Twitter, identity, Facebook, brochures, DM
merchandize, PR: plugging & seeding
B2P
Shorts
12. The B2P
survival
guide
10 easy steps to
succeed on the
New B2B Frontier
No more split personality
companies
From push to pull
Think (more) like a
publisher
Transparency of the web means that
Wrap your hard sell in a soft shell.
Content marketing is on the rise.
B2B and B2C are no longer mutually
Rational information works, but
With all those daily clicks going to
exclusive. Google doesn’t differentiate
repackage those facts enticingly (i.e.
Facebook and Twitter, content for
between the two.
infographics) and recycle your content social platforms is rapidly replacing
in an emotionally relevant way.
expensive and flashy microsites – yes,
even for B2B.
Telling enables selling
Work in your WHY
Few things enable sales teams and
You can never drive home your vision,
help generate leads as well as a simple
mission and company culture enough.
opening story about your company
However, one caveat: the more you
and your product.
talk about things, the higher the
expectations that you make good
Flip page for
on them.
next 5 steps.
13. Can’t share? Despair!
Embrace employee
advocacy
Synchronize your voice
Even B2B initiatives should link to
If it doesn’t inspire Jane in accounting, Create a clear and consistent tone
YouTube, Vimeo, Facebook, Flickr,
it won’t inspire anyone else either.
of voice across all your platforms
slideshare, pdfs, etc. You may have
that mirrors the culture of your
30 white papers lying around, but if
company. B2B too often captures the
people can’t share them they aren’t
most boring part of your corporate
going to get around.
personality.
Content is key, but only
Post-purchase
when you do it consistently ambassadors
Producing content is not enough,
Perhaps the biggest opportunity
you’ve got to produce unique and
for B2B credibility is turning
compelling content – and consistently! happy clients into post-purchase
And then complement it with the
ambassadors simply by making their
right marketing mix (blogs, videos,
comments visible on the platforms
microsites, newsletters, social media).
people like to visit (i.e. Amazon,
Yes, another tip from the
retweets)
B2C playbook.
The B2P
survival
guide
10 easy steps to
succeed on the
New B2B Frontier
14. While we truly believe in universal sharing of ideas and content, our prickly
issues are not cut-and-paste affairs summarizing other people’s hard-thought
insights. We read a lot, we talk to a lot of people, we tweet and retweet and
keep our ears close to the ground, and our reports are born from all that.
If we appropriate original thinking, we give them credit. The rest is lemon
being, Well, lemon. We just thought you should know.
www.lemonscentedtea.com