IMUK Storytelling as good as Hollywood

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#inbounduk14 @bryan_phc [email protected] Getting Goosebumps
  • date post

    14-Sep-2014
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    Business

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It has been argued that digital marketers are essentially professional storytellers. If that's true, how well does one pro stack up against the best - Hollywood? This presentation starts by looking at how important and impactful storytelling can be for marketing purposes and then looks at what we can learn from the movies and the business of selling stories. By comparing how Hollywood have successfully sold a handful of stories (told in many different ways) time and time again and built audiences that buy into movie franchises such as Marvel's The Avengers and a special appearance from Tom Cruise this presentation points out how Hollywood have been using social media techniques online and offline for years to successfully build an audience, turn them into fans and loyal customers and even upselling long before social media ever existed.

Transcript of IMUK Storytelling as good as Hollywood

Getting Goosebumps#inbounduk14@bryan_phc [email protected]

34 years later

#inbounduk14@bryan_phc [email protected]

Getting Goosebumps#inbounduk14@bryan_phc [email protected]

48,000 ReTweets 22,000 Favs 4,200 Likes / 1,400 shares#inbounduk14@bryan_phc [email protected]

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You are competing with me? Good luck.#inbounduk14@bryan_phc [email protected]

Whats your story?#inbounduk14@bryan_phc [email protected]

#inbounduk14@bryan_phc [email protected] ExecutiveProbably uptight workaholic learns the importance of life

#inbounduk14@bryan_phc [email protected] WannabeMisfit yearns to fit in only to realise the importance of being yourself.

#inbounduk14@bryan_phc [email protected] big fat liarPerson lies about something to get guy/girl, falls in love, is discovered and immediately dumped, wins them back

#inbounduk14@bryan_phc [email protected] fish out of waterFish out of water teaches unforgiving new town to respect his/her crazy ways.

#inbounduk14@bryan_phc [email protected] underdogMotley crew of rejects bond together only to find theyre better than the top dogs.

#inbounduk14@bryan_phc [email protected]

The run for love#inbounduk14@bryan_phc [email protected]

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#inbounduk14@bryan_phc [email protected]

What have we learnedfrom Hollywood?

About storytelling & winning tactics#inbounduk14@bryan_phc [email protected]

All successful Hollywood movies have a clear outward motivationfor the Hero for you to believe in.

Why?Because we Think Different

Famous 1984 advertisementSteve Jobs was a fantastic story teller He created theatre and drama very wellDrama ebbs and flows to heighten anticipation and tension

HEROReflection CharacterHOLLYWOOD MOVIE

MOVIEFRANCHISE

ONE AUDIENCEPERSONAYOUR PRODUCTS& SERVICESA MARKETINGSTORYYOUR BUSINESSBE SURE YOU KNOW WHO THE HERO IS.

HEROReflection CharacterHEROHEROHEROHEROReflection CharacterReflection CharacterReflection CharacterBE SURE YOU UNDERSTAND ALL OF YOUR HEROS (personas)

PERSONATHREEReflection CharacterPERSONA TWOPERSONAFOURPERSONA ONEPERSONAFIVEReflection CharacterReflection CharacterReflection CharacterA TYPICAL BUSINESS HAS LOTS SCOPE FOR STORYTELLINGREAL HEROS

YOUR PRODUCTS& SERVICES$585 millionInitial offer

YOUR PRODUCTS& SERVICES$623 millionUpgrade

YOUR PRODUCTS& SERVICES$1200 million($1.2 billion)UpgradeBUILD A COMMUNITY AND KEEP IT ALIVE

YOUR PRODUCTS& SERVICES$52 billionInitial offerYOUR PRODUCTS& SERVICES$68 billionUpgradeYOUR PRODUCTS& SERVICES$80 billionUpgrade

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strangersuspectprospectcustomerConsideration stages of marketing

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Getting GoosebumpsFor more storytelling & strategy pearlsfollow me on twitter @bryan_phc#inbounduk14@bryan_phc [email protected]