Getting complex messages across

Kick-off COMMIT – March 21th 2012

Empathy, simplicity and storytelling.

Using basic marketing techniques to

connect to any audience.

Agenda

10:00 Introduction

10:10 Workshop

10:40 Conclusions

10:50 End

Empathy

(Relevance)

Know who you are talking to

Understand what makes them tick

Speak their language

Empathy 1.  Know who you

are talking to.

2.  Understand what makes them tick.

3.  Speak their language.

Simplicity

(Understanding)

Capture the essence

Define your key message

Create meaningful chunks

Empathy 1.  Know who you

are talking to.

2.  Understand what makes them tick.

3.  Speak their language.

Simplicity 4.  Capture the

essence.

5.  Define your key message.

6.  Make meaningful chunks.

Storytelling

(Engagement)

Include a sense of urgency

Find the best expression

Work towards a plot

Empathy 1.  Know who you

are talking to.

2.  Understand what makes them tick.

3.  Speak their language.

Simplicity 4.  Capture the

essence.

5.  Define your key message.

6.  Make meaningful chunks.

Storytelling 7.  Include a sense of

urgency.

8.  Find the best expression.

9.  Work towards a plot.

Workshop

1.  Create groups of three.

2.  Pick one research project or idea to explain.

3.  Choose your audience (one of the personas).

4.  Together develop the communication.

5.  Use a single flip over sheet for the final version.

6.  Select the presenter.

7.  Prepare a two minutes presentation.

De Commit persona’s zijn:

Algemeen belang partner afnemer peers

de politicus de product ontwikkelaar

de innovatie manager

de onderzoeker

Ellen Common interest

Michael Partner

Frits Consumer

Peggy Peers

Politician Product developer

Innovation manager

Researcher

Commit personas.

Thank you!

ruurd.priester@lbi.com

Strategy Director @LBi Netherlands