1. Breakfast seminar
Integrated communication trends
2.5.13
Friday, 24 May 13

2. What ever the medium, it’s about telling a
story...
Friday, 24 May 13

3. What ever the medium, it’s about telling a
story...
• The history of story telling
• The 7 basic plots
• New ways to push out your stories
• Hints and tips to make your stories special
Friday, 24 May 13

4. In the beginning...
Friday, 24 May 13

5. How stories were told
Friday, 24 May 13

6. Getting the story down
Friday, 24 May 13

7. Contemporary story telling
The world is changing
Friday, 24 May 13

8. The digital age returns to the beginning
Friday, 24 May 13

9. The digital age returns to the beginning
Two questions
1. How can we use these modern tools to tell our stories?
2. How do we create our stories?
Friday, 24 May 13

10. The 7 basic plots
1. Overcoming the monster
Friday, 24 May 13

11. The 7 basic plots
1. Overcoming the monster
2. Rags to riches
Friday, 24 May 13

12. The 7 basic plots
1. Overcoming the monster
2. Rags to riches
3. The quest
Friday, 24 May 13

13. The 7 basic plots
1. Overcoming the monster
2. Rags to riches
3. The quest
4. Voyage and return
Friday, 24 May 13

14. The 7 basic plots
1. Overcoming the monster
2. Rags to riches
5. Comedy
3. The quest
4. Voyage and return
Friday, 24 May 13

15. The 7 basic plots
1. Overcoming the monster
2. Rags to riches
5. Comedy
3. The quest
6. Tragedy
4. Voyage and return
Friday, 24 May 13

16. The 7 basic plots
1. Overcoming the monster
2. Rags to riches
5. Comedy
3. The quest
6. Tragedy
4. Voyage and return
7. Rebirth
Friday, 24 May 13

17. The 7 basic plots - hints and tips
• What is your brand story
• Truth and depth
• Credibility and believability
• Engaging
• Interactive
• Get the story right
• Get the channel right
Friday, 24 May 13

18. Brand is story
Friday, 24 May 13

19. Brand is story
Friday, 24 May 13

20. Brand is story - hints and tips
• Get the story right, from the beginning
• Manage your storytelling
• Get the channels right
• Maximise the opportunities for roll out
Friday, 24 May 13

21. Five key trends to connect with storytelling
• Underground marketing
• Showrooming
• Music collaboration
• Personalisation
• Virgin consumers
Friday, 24 May 13

22. Underground marketing
Friday, 24 May 13

23. Underground marketing
• Creativity
• Performance
• Innovation
• Sustainability
Friday, 24 May 13

24. Underground marketing
• Creativity
• Performance
• Innovation
• Sustainability
Friday, 24 May 13

25. Underground marketing
• Creativity
• Performance
• Innovation
• Sustainability
Friday, 24 May 13

26. • Tell your story from the ground up
• Engage with relevant local communities
• Let them tell your story after experiencing your brand
• Make the brand experience positive
Underground marketing - hints and tips
Friday, 24 May 13

27. Showrooming
Friday, 24 May 13

28. Showrooming
Friday, 24 May 13

29. Showrooming - hints and tips
• Make the experience magical
• Create the brand story at every customer touch point
• Join up the buying experience to the selling experience
• Be prepared for savvy customers
• Help them make their buying decision easy
Friday, 24 May 13

30. Music collaboration
Friday, 24 May 13

31. Music collaboration - hints and tips
• Use the oldest story telling tool available - music
• Literally amplify the experience of the brand
• You have to find the perfect musical partner
• Have a genuine connection with each other
Friday, 24 May 13

32. Personalisation
Friday, 24 May 13

33. Personalisation
Friday, 24 May 13

34. Personalisation - hints and tips
• Personalise your story to make it relevant to your audience
• Use research to segment audience into niches
• Match the information and insight to those niche audiences
• Make it easy for them to recognise themselves
• Make it easy for them to recognise the benefits
Friday, 24 May 13

35. Virgin consumers
Friday, 24 May 13

36. Virgin consumers
1. Keep it simple
2. Explain your brand
3. Don’t ask for commitment
Friday, 24 May 13

37. Virgin consumers
1. Keep it simple
2. Explain your brand
3. Don’t ask for commitment
Friday, 24 May 13

38. Virgin consumers - hints and tips
• Consumers want a first time experience every time
• Tell them new information or old info in a new way
• Find new ways to tell your story
• Dig deep into the brand to uncover nuggets of information
• Surprise your customers with more convenient, intuitive ways
to explore and own your products
Friday, 24 May 13

39. Top ten tips to story telling
1. Connect the audience directly to the truth of the brand
2. Audience will learn when they are actively engaged
3. Use the 7 basic plots to help to frame your story
4. Tell your story from the ground up
5. Create a brand story for every customer touch point
6. Use music to literally amplify your brand
7. Personalise your story to make it even more compelling
8. Try to create a first time experience every time
9. Allow your story to be retold by others to add momentum
10. Know when a good story comes to an end...
Friday, 24 May 13

40. And they all lived happily ever after
Friday, 24 May 13