This document summarizes a presentation on transmedia storytelling for brands. It discusses how stories can inspire feelings and evoke emotions, helping audiences understand information. It also discusses brand equity, transmedia storytelling, examples of transmedia campaigns, and how to craft a brand's story across multiple media platforms to engage audiences and increase sales. The goal is to use emotional storytelling across different media to increase brand awareness, loyalty and profits.

1. “Transmedia Storytelling for
Brands”
Presented by Alexandra Lehmann
Social Media, Advertising, & Integrated Marketing
Ancell School of Business, Western Connecticut State University
November 18, 2013

2. Our challenge as marketers and service providers
in the “Information Economy”
“…’paying for things’ is a quaint,
discredited old 20th century custom…[…]
“Content” used in its current context is a
contemptuous coinage predicated on the
assumption that it’s the delivery system that
matters, relegating what used to be called
“art” to the status of filler, stuff to stick
between banner ads…[…].”
-Tim Kreider, The New York Times, 11/8/13

3. BRAND
• How customers THINK & FEEL about a product or service
• Emotion
• Stories inspire
and evoke feelings.
Unforgettable. Help us to
understand information.
Good stories are
character-driven.

4. What is brand equity?
A brand’s power derived from the goodwill and
name recognition that it has earned over time,
which translates into higher
• Sales volume
• Higher profit margins
against competing brands.
BRAND BUILDING

5. Thought leaders of Convergence Culture
or Participatory/Immersive Transmedia
Storytelling
• Henry Jenkins
• Robert Pratten
• Jeff Gomez, Starlight Runner
“The power [of a brand] increases when multiple
media platforms are used to convey its story
[unique sales proposition, values, etc.] in
personal, emotional and immediate ways.”

6. What is transmedia?
• https://www.youtube.com/watch?v=fOf7T7GY
nNY
• Video by RWMC, Australia

7. For Save the Children by BBDO New York
HTTP://WORLDSBESTCASESTUDIES.CO
M/SAVE-THE-CHILDREN-EVERY-BEATMATTERS/

8. The Brand’s Story
•
•
•
•
•
Who - Protagonist/Hero
What – What is his/her basic desire?
What emotions does brand represent?
Where/When - Setting
Why – does this story need to be told?
• Conflict
• Transformation

9. • Lurkers
• Readers –
Click
Throughers
• Commenters
• Sharers

10. What is this story about?
What feelings are evoked?
Who -Professional job trainer for sales people
What – teaches salespeople not to give up; to
persevere, to see the value of practice & preparation
Brand represents hope for improvement
“Power through Reinforcement”
Where/When
on
the gc and
job.

11. Live Event!
Yes, we crave eye-to-eye contact (vs. eyeballs)

12. September 18, 2013
Carmel, New York
What it Takes to Win
When Bret Dunbar stepped on the course he realized that his chances of winning weren't that great. He had looked at the talent in the Danbury Chamber's Ninth Annual Tournament and having played the game for a long time, he knew that a perfect
drive down the fairway just doesn't happen.
"I will find my swing the day of a tournament only if I've been working consistently on my game to make it better," Bret shared confidently at the nineteenth hole after he hit his personal best. "Any kind of behavioral change - whether improving a back
swing or a close ratio in sales - occurs incrementally and not without practice, preparation and coaching."
The over hundred players who played at the Centennial Golf Course in September are invested in an extremely difficult game. Most experts estimate that it takes an average player six years of regular play and weekly golf lessons to achieve pars, birdies
and if luck is on your side, eagles.
It's not just a sport, it's a second job. How does one get better for a business tournament when time is such a scarcity? Preparation is one thing.
The Director of Golf at the Centennial reveals two secrets about the course.

13. What part of the story does this audience
need or want to know?
Sandler Training (Bret) teaches that preparation
is the key to success.
These golfers can learn the annual charity golf
course’s toughest holes so they can do better next
year.

14. Learn the Secret
(go to the next media):
http://lehmannandlehmann.com/golfcourseintel/
B R A N D = “Bret/Sandler Training helps me to be a
better salesperson. Make more money. Buy more things.
Help more people. Etc..”
Emotion:
self-fulfillment/live your dream

16. and/or see the fun of just being in the game.
Go to Flickr Page and check out pictures of colleagues and friends.

17. Click Through Rate & Calls-to-Action
Live Event
Email
Website
Social
Media

18. Measure for Conversion
(achieving your objective)

19. What is the ROI?
listen@lehmannandlehmann.com