Storytelling is the new advertising

June 30, 2014

Publicada por:

Stephanie Kulke

As a marketer grounded in PR with a college degree in theater arts - I've always relied on the power of a good story to grab the attention of an editor or audience member.

As the media, and social media landscape have changed dramatically over the past 10 years, so has how I spend my project hours. Time once spent writing ad plans and copy has shrunk, and time spent creating web and social media content have grown. Hours spent making pitch calls to a big list of print media outlets, is getting squeezed out for time spent producing PSAs and and short form videos to host on client YouTube channels.

The old school marketing tools are not going away, but they are being augmented by faster paced, more visually and sensory enhanced messages that more effectively capture the attention of potential customers, and deepen the loyalty of current customers.

The straightforward copywriting that TELLS customers what the brand promise is, and attempts to persuade customers to take action with the prescribed call to action, is being supplanted with rich, layered, memorable storytelling, that SHOWS a well defined audience the overlap in their interests and values. And receptive and appreciative audience, then share the story, with their peers to help boost valuable word of mouth/friend referrals.

At one time, I found the prospect of creating content for so many different channels daunting or downright exhausting. But now I find the pleasure of good storytelling repeated, adjusted, tweaked and repurposed for different communication channels and audiences, very satisfying.

After all, theater folk don't rehearse a show for weeks, just to present it once for a single audience. As marketers we get to repeat our performances as well, and tweak, and improve as we go. Little did I know that my theater degree was going to come in handy in the world of business and nonprofit marketing.

What do you find satisfying about storytelling marketing/advertising/public relations?

Have any good examples to share? I'm loving this YouTube piece that's all over social media these days: Always #LikeAGirl (http://youtu.be/XjJQBjWYDTs)

What's your oddball degree that came in handy professionally?

Destacado em:

• Marketing & Advertising

Publicada por:

Stephanie Kulke

Seguir Parar de seguir Seguindo

Visualizar todas as publicações de Stephanie.

Judith Sherven, PhDInfluencer

Executive Coaching for the Brightest and Best

Positive Feedback: The Life Blood Of Your Employees

June 29, 2014

 

Most people in corporations that we’ve spoken with, whether clients or not, bemoan the lack of feedback as to how they are doing in their job.

“I’m not sure what’s expected of me.”
“I have no idea what’s involved to be eligible for promotion.”
“I wish I knew where I stand.”
“I’ve been in this position for 18 months and I’ve still never had a serious job review.”
“My manager always seems too busy to help me understand my career possibilities.”

Those are just a tiny sampling of the spirit-draining silence that seems to prevail in the workplace.

Oh sure, there are plenty of directives, deadlines, and meetings. But what about the heart-and-soul humanity of the folks who are involved?

The Emotional Glue of Feedback

Some time ago we were involved in an informal survey of high-performers who had chosen to leave a particular company.

The number one reason given:
“I never felt properly recognized for my contributions.”

Fact #1 - People need to know they are seen and valued.

Think about it. When you are doing a good job in a public setting (not just planting that new rose bush in the back yard for your personal pleasure) if you don’t receive feedback it can feel like you are in workplace Siberia. You’re invisible. And that feels horrible.

Fact #2 - People stay where they are seen and appreciated.

While the lure of more money and/or fancier titles can be seductive, the deeper soul-need for most people is to feel seen, needed, and appreciated. And that requires ongoing and meaningful feedback from management. Not just occasionally. Not just when there’s a big “win.” But routinely. In the same way a coach would encourage an Olympic contender for every improvement, the corporate manager needs to understand their role as just as important—especially to the super stars.

Fact #3 - Because receiving is difficult for most people...

So while ongoing and in depth feedback is essential to good working relationships with your team members, for it to be received and taken in as meaningful it needs to be highly personal, specific to the individual and the tasks they are responsible for, and timely so that it resonates with that person’s current focus.

Concerned About Too Much “Kumbaya”?

I understand if you’re worried that there will suddenly be an atmosphere of ‘60s feel good “Kumbaya” when you turn on the sprinklers of caring feedback, but I assure you that if you are professional and respectful you can only increase the ease and flow of excellence within your team members.

Now, what else might hold you back from being more generous with your attributions of recognition and gratitude for work well done?

For some, it will be familial. They grew up in a home that lacked acknowledgment for even great grades. For others, it might be their own heart ache about being ignored in their current role. Perhaps the concern could be role confusion, worry that their words of recognition will be construed as too personal and/or even out of line.

Yes, there are all sorts of reasons to remain reluctant with positive feedback, but please challenge yourself to become ever more generous with your employees who deserve it. The rewards in return will be countless.

And to that point, how has positive feedback spurred you forward in your career?

Judith Sherven, PhD and her husband Jim Sniechowski, PhD http://JudithandJim.com have developed a penetrating perspective on people’s resistance to success, which they call The Fear of Being Fabuloustm. Recognizing the power of unconscious programming to always outweigh conscious desires, they assert that no one is ever failing—they are always succeeding. The question is, at what? To learn about how this played out in the life of Whitney Houston for example, and how it may be playing out in your own life, check out their 6th book: http://WhatReally KilledWhitneyHouston.com

Currently consultants on retainer to LinkedIn providing transformational executive coaching, leadership training and consulting as well as working with private clients around the world, they continually prove that when unconscious beliefs are brought to the surface, the barriers to greater success and leadership presence begin to fade away. You can learn about their core program “Overcoming the Fear of Being Fabulous” by going to http://OvercomingtheFearofBeingFabulous.com

Pesquisa, Divulgação: Miguel Moyses Neto  Se gostou desta matéria , divulgue para seus amigos.

Visite nosso linkedin http://br.linkedin.com/pub/miguel-moyses-neto/28/971/9aa---Twitter: @mikenetIT onde VC poderá ver as principais agencias de noticias e os links das empresas & nomes mais famosos do mundo! ou simplesmente visite nosso blog :

WWW.linktomike.blogspot.com

Bremense Participacoes Ltda
			Desde 1940
	mikenet9@gmail.com

 

Transforme Seu Perfil Linkedin Em Um Objetivo

By Gerry Moran, SAP/PUBLISHED 26.05.2014

 

O que tem uma boa cerveja artesanal em comum com um ótimo perfil Linkedin?

Bem, se VC já entrou em uma grande casa de fabricação de cerveja artesanal, o bartender ou o cicerone, poderão dar a VC uma excelente experiencia por um conjunto de perguntas, para levar VC a saborear exatamente o que VC gosta. Não existe uma ótima cerveja para cada um de nos, assim como não existe um perfil Linkedin com uma formula perfeita.

A lição para uma reputação Linkedin, e aquela parecida com uma boa cerveja artesanal e baseada naquela que todos nos estamos procurando, então a sua reputação precisa descrever VC da maneira mais acurada, para que VC se destaque corretamente no meio da multidão. E VC poderá concluir que precisa mudar seu perfil Linkedin fazendo algumas perguntas bastante especificas a si próprio.

Eu compartilhei esta questão, abordando com um amigo meu amante de cervejas artesanais, os pontos principais. Agindo como um cicerone de reputações, eu perguntei a este amigo, quais os pontos que acabaram causando uma mudança de paradigmas na maneira como ele estava examinando seu próprio perfil Linkedin.

 

10 perguntas para VC fazer ao seu próprio perfil Linkedin

São questões chave a fazer para sua equipe de vendas,  sua liderança, seu pessoal de marketing, ou para VC mesmo sobre seu perfil.

·        Seu perfil se parece como se ele pertencesse ao Muro Da Vergonha? Tire uma foto com aparência de profissional, para que VC pare de se envergonhar da sua imagem.

·       A sua linha principal se parece como um anuncio de emprego, a qual ninguém realmente consegue compreender? Porque VC usaria este espaço de 120 palavras para alguém, que não estivesse

numa jogada dentro de um elevador, para explicar o seu valor, separando VC da multidão?

·       O sumario de seu perfil Linkedin mostra aos seus clientes como eles estão se saindo, para ajuda-los a se elegerem Presidente do Clube 21, ou do Circulo Dos Vencedores? Confeccione seu sumario para o seu cliente e sua rede e como VC poderá ajuda-los.

·       Seu nome aparece mencionado no Google, incluindo palavras chave através do seu perfil Linkedin, e que somados as pessoas o detectariam na busca no Google? Se não, então inclua os termos do seu perfil da sessão de recomendações e endossos, do sumario, dos títulos, experiências de trabalho, textos adicionados, para ser achado por aqueles que estão te procurando.   

 

·       VC esta usando seu nome de batismo, de crisma, ou qualquer outro nome que seria familiar somente para sua mae? 

 

·       VC esta disponível para emprego? Se VC não tiver pelo menos três atividades atuais ou anteriores que incluam palavras chaves e realizações para explicar valores que VC adicionou então adicione-as imediatamente. A maneira pela qual VC descreve seu trabalho e sua experiência podem ser acrescentadas na maneira como VC trabalha em rede.

 

·       O seu perfil Linkedin mostra que VC se relaciona bem com os outros? Se não, consiga algumas Recomendações. Apresentacoes e prêmios no perfil, mostram para os outros o que o seu primeiro professor já sabia!

 

·       O seu perfil Linkedin mostra capacidade na leitura, na escrita, e nos exames aritméticos? Se VC não estiver escrevendo na primeira pessoa, tem matérias de outros através do seu perfil, usa uma gramatica pobre e não inclui publicações, vídeos ou SlidesShares que VC criou, então VC falhou neste teste. E, VC deixou a concorrência passar na sua frente.

 

·       VC estaria preparado para vestir um bonito e polido traje do Linkedin para dancar, mas agindo como uma parede florida, para não participar da conversação? Uma coisa e VC se vestir com um belo e bonito perfil, mas se VC se manter nas linhas do lado, ai então VC não estará  melhorando sua própria reputação – contando sua historia, a marca de sua historia ou somente sendo parte do processo. Ser levado pelo grupo do Linkedin e suas atualizações, atualizações diárias, atualizações de status e pedir as pessoas para se conectar com VC.

 

·       VC esta lidando com seu perfil Linkedin como se não houvesse uma reputação sendo monitorada pelo velocímetro? Se VC esta afinado com o motor de sua reputação, então preste atenção na velocidade – sobre quantas pessoas estão visualizando seu perfil, ou se a sua rede esta te mostrando e compartilhando suas atualizações, se as pessoas estão querendo se conectar com VC ou se estão aceitando seus convites? Prestar atenção no quadro da sua reputação ira ajudar VC a alcançar seu destino.

 

·       VC teria uma outra questão de auto afirmação para ajudar a tornar seu perfil do Linkedin de um simples resumo para uma reputação de construtor? Se for assim, comece agora mesmo.

 

·       BH 29.06.2014

 Pesquisa, Tradução, Divulgação: Miguel Moyses Neto  Se gostou desta matéria , divulgue para seus amigos.

Visite nosso linkedin http://br.linkedin.com/pub/miguel-moyses-neto/28/971/9aa---Twitter: @mikenetIT onde VC poderá ver as principais agencias de noticias e os links das empresas & nomes mais famosos do mundo! ou simplesmente visite nosso blog :

WWW.linktomike.blogspot.com

Bremense Participacoes Ltda
			Desde 1940
	mikenet9@gmail.com

 

     

How to Give Your Customers an Unforgettable Experience

By  Shannon Willoby

June 26, 2014

The biggest and most profitable shopping days of the year are still months away, but that doesn't mean it wouldn't be advantageous to start thinking now about what your holiday marketing strategy is going to be.

Trying something new this year, like experiential marketing, is a smart move because it'll shake up what your regular customers expect from you and encourage new customers to check out what you have to offer.

But what exactly is experiential marketing and how can it make your business stand out amongst all the holiday shopping madness?

Find out how you can put this unexpected, attention-grabbing technique to work for you this holiday season.

Experience the Experiential

You can consider experiential marketing as live marketing. Basically, it's marketing happening in real-time that encourages people to interact with it. (Which gives it its particularly eye-catching and effective qualities.)

But, since this marketing tactic actively seeks out consumer interaction, it also opens up the door for criticism and possibly even a little bit of bad press. That’s why if you’re going to go down the experiential marketing route, you better make sure your idea is fantastic or you could literally watch your company fall flat on its face -- in front of a crowd.

The goal of this marketing technique is for consumers to interact with your product and then associate their immediate emotional response with your brand. But how can you pull it off?

How about trying your hand at:

• A pop-up fashion show
• Giving away your product for free with no warning (other than possibly a tweet with your location)
• An impromptu concert
• A live window display where people models clothes or your product

If you’re going to give away your product, this marketing technique can definitely get a little pricier than others. But if it works, it might pay off in the form of many new customers.

Be as creative as possible when it comes to experiential marketing to help make your event a success.

Creating a Unique Shopping Experience

To help you get inspired, here’s a great example of how Honey Baked Ham used experiential marketing to turn their dreaded holiday lines into an enjoyable learning experience for their customers (as well as a profitable one for them).

Honey Baked Ham identified a problem (customers hate waiting in their long lines) and came up with a solution (make the wait fun and interesting, while providing a learning experience for their customers).

Here's how they did it:

When customers first walked into their store, they saw a sign that said, "The Dinner Event." While they waited in line, a man handed out samples of two different types of turkey breast along with one of their holiday-themed relishes. (A discount for these items was offered as well.)

As the line moved along, there were more samples and happy staff members readily available to assist customers with questions and information. When each customer finally arrived at the counter, they were served by their own ham expert who told them exactly what makes their product so great and recommended the size they should purchase based on how many people it needed to serve.

In addition, customers watched as the expert hand-wrapped their ham in some kind of fancy gift wrap and then presented them with coupons for a return visit.

See? Now that's an unforgettable, unexpected shopping experience that will keep those customers coming back for more -- and encourage new customers through the subsequent word of mouth that was sure to follow.

How to Make It Work on a Budget

You may not be able to create quite as intricate, and expensive, of a shopping experience for your own business, (if you can, great!), but you can still do something similar to what Honey Baked Ham did -- just on a smaller scale.

For example: Why not serve cookies and pumpkin-spice coffee to keep your customers in a good mood while they wait in line? Under each cup you could tape a coupon for an instant discount. To make it fun, why not make each discount different? Some customers might get 5% off, while others might get 25%.

Another idea is to create a live, interactive window display where one of your employees dresses up in costume -- perhaps a ghost for Halloween, a pilgrim for Thanksgiving, or an elf for the holidays. Put a sign up that encourages people to step inside your window display (or have him or her step out) to get a photo with the costumed character. (Make sure there is some sort of branding or logo in the background to ensure your business' name makes it into each photo.)

Everyone loves taking pictures with costumed characters -- and they love sharing them on social media even more. Imagine all the pictures that will hit Twitter, Instagram, Facebook, Google+, etc., of people having a great time at your business. This means a whole lot of free publicity for you and it'll instantly boost your chances of your shop becoming a popular shopping destination throughout the holidays.

You could even take it one step further and have each person show you proof on their smartphone that they've shared their photo on at least one social media site for an immediate discount at your store.

With a little creativity, these experiential marketing tips can be done, quite effectively, on a budget.

And if a tight budget isn't an issue for you, you'll have even more room to get creative and unexpected with your marketing to help ensure your customers remember you throughout the holiday season and beyond.

Have you ever

 

Pesquisa, Divulgação: Miguel Moyses Neto  Se gostou desta matéria , divulgue para seus amigos.

Visite nosso linkedin http://br.linkedin.com/pub/miguel-moyses-neto/28/971/9aa---Twitter: @mikenetIT onde VC poderá ver as principais agencias de noticias e os links das empresas & nomes mais famosos do mundo! ou simplesmente visite nosso blog :

WWW.linktomike.blogspot.com

Bremense Participacoes Ltda
			Desde 1940
	mikenet9@gmail.com