holy smokes! how great content drive results
TRANSCRIPT
How great content marketing drives results
Jason Falls | Exhibitor LIVE | March 4, 2015
Holy Smokes!
What does great marketing have in common?
ELASTICITY + HOLY SMOKES!
Unfortunately, it’s the better train wreck
ELASTICITY + HOLY SMOKES!
HOLY SMOKES!
ELASTICITY + HOLY SMOKES!
HOLY SMOKES!
ELASTICITY + HOLY SMOKES!
HOLY SMOKES!
ELASTICITY + HOLY SMOKES!
ELASTICITY + HOLY SMOKES!
What will make your audience say, “That is awesome!?”
Do THAT. A lot.- Me. Just now.
(Tweet that!)
YOU
MUST
HAVE
GOALS
ELASTICITY + HOLY SMOKES!
Holy Smokes advertising
YOU
MUST
HAVE
GOALS
ELASTICITY + HOLY SMOKES!
Holy Smokes advertising
YOU
MUST
HAVE
GOALS
ELASTICITY + HOLY SMOKES!
Holy Smokes non-traditional
YOU
MUST
HAVE
GOALS
ELASTICITY + HOLY SMOKES!
Holy Smokes non-traditional
YOU
MUST
HAVE
GOALS
ELASTICITY + HOLY SMOKES!
Holy Smokes public relations
YOU
MUST
HAVE
GOALS
ELASTICITY + HOLY SMOKES!
Holy Smokes digital
YOU
MUST
HAVE
GOALS
ELASTICITY + HOLY SMOKES!
Holy Smokes digital
ELASTICITY + HOLY SMOKES!
YOU
MUST
HAVE
GOALS
Holy Smokes social
YOU
MUST
HAVE
GOALS
ELASTICITY + HOLY SMOKES!
Holy Smokes integrated
YOU
MUST
HAVE
GOALS
ELASTICITY + HOLY SMOKES!
Holy Smokes integrated
RESULTS
• 256 millions total impressions;
• 91 major national media hits;
• 43,700 visits to the Facebook app;
• 157,000 separate points of engagement;
• Most tax returns filed in a single year;
• Competitor Intuit acknowledged HRB’s aggressive outreach to a younger demographic in their earnings call.
YOU
MUST
HAVE
GOALS
ELASTICITY + HOLY SMOKES!
A Trade Show Example …
ELASTICITY + HOLY SMOKES!
How to get people’s attention
• Seek emotional triggers
– Use humor … carefully
– Use drama … carefully
• Use influencers
• Use celebrities
ELASTICITY + HOLY SMOKES!
• Assume the role of your audience or prospect
• Imagine what would make you say “Holy Smokes!”
• Imagine what would compel you at an emotional level
to like, share, comment, convert or buy
• Build that in as the payoff or goal for every post,
video, tweet, etc.
How to create Holy Smokes!
If you don’t get their attention, you won’t get their dollars.
- Me. Just now.
(TWEET THAT!)
ELASTICITY + HOLY SMOKES!
YOU
MUST
HAVE
GOALS
The Greatest Tweet Ever Tweeted
Jason Falls
Elasticity
@JasonFalls
goelastic.com
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