Here’s a very cool read and an interesting case for the power of word of mouth, creative channel and partnership selection, as well as a stellar example of Connect strategy. That and there’s a whole lotta love for the co-op model and its ability to breed powerful and effective brand communications. That is, from the inside out. All wrapped up and delivered to your door. I like.
After years of experience and time spent collecting input from his friends and colleagues, filmmaker Peter Gruber shares what he has identified as the four truths of being a good storyteller. What he presents is very applicable to our work at PHD. Afterall, we have ‘audiences’ just as businessmen have customers and filmmaker’s have ticket buyers. Our interaction and relationship with consumers, established through messaging and communications campaigns is, in essence, storytelling.
I recommend reading the entire article to see how each of the four truths identified below lives within all great stories, but here are a few quick thoughts on how to apply the four truths of storytelling to advertising and media.
True to the Teller: Be true to yourself and your audience, making them feel what you feel. It allows them to identify with you. This involves being human and relatable. Gruber states. “Although the mind may be part of your target, the heart is the bull’s eye.” Think about this when identifying target audiences and developing consumer profiles.
True to the Audience: Relate to what’s important to the audience. Make them see themselves as the hero. Again, important for contexts, consumer profiles and messaging.
True to the Moment: Tailor your message delivery to each moment/situation.
True to the Mission: Stick to your guns. Audiences appreciate the storyteller’s honesty and conviction more than hearing what we think the want to hear (we’ve seen this work in new business pitches). Advertisers need to be as true on the inside as they are on the out. Practice what you preach.
Check out this presentation delivered by Gareth Kay (director of strategic planning at Modernista! in Boston) at an event hosted by Hall and Partners a few weeks back. He defines great ideas as those that create energy. Below you’ll see some of his criteria - from a brand and communications perspective. I attended and found it to be very inspiring and applicable to our work here at PHD.
I’ve pulled out a few bullets from his presentation below – really helpful for developing and selling our ideas to our clients. I’m happy to expand and relate his some of his commentary from the evening. For the full presentation go to http://freshmeet.wordpress.com/.
Energetic Ideas are Different
• The big idea behind the idea, not the big idea
• Be interesting and useful, not narcissistic
• Doing stuff, not just delivering a message
• Do lots of stuff, not just one idea everywhere
• Sweat the small stuff, not stopping at the big thing
A bird’s eye view of the current consumer mindset shows that there is a large focus on the individual. The ‘me’ generation is in full force and finding more and more ways to nurture themselves, express themselves, adorn themselves, promote their own agenda, and take care of their own needs. Another movement consuming consumers these days is that of the greening the planet. Interesting that the impetus behind the green movement has very little to do with propagating the ‘self’, but is rather an effort by the individual to benefit the entire world. Is the green movement a selfish plot beneath the gloss of community goodwill? Or because of the cooperation and critical mass required to effect any change, are we seeing a shift towards unification?
Today’s marketers are in a mad scramble to identify what motivates consumers. The first brand to get in their heads, wins. And with the marketplace being what it is – consumers in control, access to information a right and on-demand a given – the challenge is becoming evermore insurmountable.
I think you’ll all agree that the ‘right now’ consumer is embracing the functionality of technology and continually pushing the web’s potential. With blogs, podcasts, social networking, online video, and consumer led marketplaces. The corporate knee-jerk reaction to staying competitive is to offer these consumer-loved platforms on their sites to generate interest and loyalty.
Before jumping on the bandwagon and enlisting one of these technologies, it’s valuable to determine if it’s the right way to connect with your consumers. Just because it’s there, doesn’t mean you should use it. Each of today’s most successful Internet concepts have had previous success in an offline form. Consider what has worked in the past to evaluate the probability of it working in the future. For example, if it wouldn’t have made a good radio show, then it probably won’t make a good Podcast.
Though in all this, don’t forget that there is definitely room for innovation. The right creative solution is rewarded and some risks are worthy – just stay on track and look to solve a problem your customers actually have.
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