How To Create Sexy Content In a Seemingly Unsexy Industry
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Transcript of How To Create Sexy Content In a Seemingly Unsexy Industry
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03/12/2014
Sexy Content In a Seemingly Unsexy Industry
Adria Saracino
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Sexy is in the eye of the beholder.
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You’re in business because someone
finds you sexy.
Step 1: Define “Sexy”
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Brand
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Brand
Customer
Customer
Customer
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Brand
Customer
Customer
Customer
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Brand
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Brand
TV ads
Print ads
Display ads
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Brand
TV ads
Print ads
Display ads
$ $
$
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Discover
Trigger
Search
Buy
Stay
Not ready
Ready
?
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Brand
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Brand
Source
Source
Source
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Brand
Cats?
Zombies?
Death monsters?
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Sexy is in the eye of the beholder.
Source
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Brand Market
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What you can credibly
talk about
What your audience
shares
Ding, Ding, Ding!
Moving on to…
Step 2: Analyze that sweet spot
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Starts with your brand’s goals.
Source
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Then understand your audience’s interests.
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56% of the market doesn’t research tires.
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Most purchasers buy within 72 hours.
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Only 12% give a crap about tires.
DERP
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Tires
Driving
Music
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95% of Americans own cars.
(source)
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Lastly, determine what triggers shares.
Source
Happy
Sad
Anger
Fear
Source
Happy
Sad
Anger
Fear
Moving on to…
Step 3: Start thinking
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Tires + driving + rap music = ?
Source
103 placements
24K shares
Source
199 placements
92K shares
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Which Rap Artists Are Making Their Career From Rapping About
Rims?
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Tires +
engineering
Driving +
music
AN ON-BRAND EXPLORATION OF RIMS
So how do you make sexy content in an unsexy industry?
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Sexy is in the eye of the beholder.
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What you can credibly
talk about
What your audience
shares
FIND THE INTERSECTION
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Do this by identifying goals & audience
interests.
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Core Product
Related Topic
Related Topic
Source
Happy
Sad
Anger
Fear
Source
Three
(a UK mobile provider)
Source
Cable TV
(a US cable affiliate)
Source
MTS
(a Australian metro service)
Thank You
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