know your story, understand your customer
DESCRIPTION
In today's digital world, traditional branding is not enough. You need a story to extend your brand. And, you need to understand the right people to share it with. Learn how world-class brands are using traditional storytelling techniques to achieve big results and how you, too, can share your story with across multiple platforms to the people that matter most, your customers.TRANSCRIPT
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.
The Fundamentals of Digital Marketing
Know Your Story, Understand Your Customer
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
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Welcome!
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Tina Stock | YP | Executive Director, Marketing
tinastock.com@tinadstock.
About YP
• YP is North America’s largest local search, media and advertising company
• Our mission is to help local businesses and communities grow
• We generate 40 billion annual impressions on the YP Local Ad Network and have 3,000 marketing consultants helping over 570,000 businesses get, and keep customers
meet your presenters.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
In the beginning
1964Marketing was simple: 4P’s, Radio-TV-Print, Mad Men in the boardroom and ciggies on the desk
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
7P’s, 4E’s, 200+ social media sites, 947 marketing software providers, pre-rolls, 2nd screen…
2014, marketing has changed
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Traditional strategies are becoming irrelevant
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Marketing is no longer about the stuff you make, but about
the stories you tell
Seth Godin
And the core activity of marketing has changed
“”
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Nike is an example of a brand that has successfully gone beyond traditional branding … to story telling
Power of the story
Forbes list of most powerful brands in the world
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
“Somehow we’ve come to believe that greatness is a gift for a chosen few. The prodigies. The superstars… Greatness is not some rare DNA strand… Greatness is no more unique to us than breathing. We’re all capable of it. All of us.”
A story gives you a platform to extend your brand …
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
… to create an emotional connection
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
To create a narrative under which your campaigns and content align
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Here are 4 keys to storytelling success …
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Start with the story, not the media
Keys to success 1
http://sparksheet.com/the-business-of-storytelling/
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Keys to success 1
The
Avengers
started as a
comic book
in 1963
Became the biggest opening
debut movie 2012
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Use traditional story telling tools like plots, story arcs, archetypes
Keys to success 2
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Keys to success 2
Keep it simple with a basic plot: context, conflict and resolution© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Once
upon a
time ... we
overcame an
obstacle
... and lived happily-ever-
after
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
An easy way to approach this is to start with a 60 second biz story
Keys to success 2
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Disassemble the story to work across multiple media
Keys to success 3
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Starbucks as … fashion?
Keys to success 3
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Encourage your customers to contribute to the story
Keys to success 4
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Starbucks retweets customer messages, adding customers to the brand dialogue
Keys to success 4
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
So… how do you start?
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Business stories are told for your audience …
start with your
audience
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Use traditional segmentation and research …
demographic
male,female,income,
age
location
neighborhood,city,
state,everywhere
interests
hobbies,affinities,
clubs
life events& stages
married,expecting,
retiring
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
… but accept that you won’t know what works till you try
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Plan to “borrow” and collaborate
=
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Plan to improve over time and plan to make mistakes!
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Know your story, understand your customer
Know your story
• Traditional branding is not enough, you need a business story to extend your brand
• Start with the story. Use traditional storytelling techniques such as plots, archetypes and story arcs.
• Then disassemble your story across media, inviting your customer to contribute
Get started – now
• Understand your customer. Traditional demographics, segmentation and research are a great start
• But you won’t know what works until you do it. Test, test, test!
• Plan to start simple, to borrow, to collaborate and occasionally to fail
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Don’t miss out
© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.All other marks contained herein are the property of their respective owners.
To Do List:
• Tell your story
• Encourage
customers
to contribute
• Understand your
audience
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