44
BizSmart Lunch & Learn Webinar Presenter - Philippe Ingels Company - WAKSTER Everyone’s competing for the attention of new and existing customer. Content marketing is now one of the most important tactics in a marketers’ mix but research shows that the biggest challenges content marketers consistently face are producing enough content, and producing the kind of content that engages their targets. The entertainment industry has been consistently creating and delivering engaging content for hundreds of years – what can we learn from them? . How to use Entertainmen t as a Marketing Tool

Wakster marketing with entertainment

Embed Size (px)

Citation preview

Page 1: Wakster marketing with entertainment

BizSmart Lunch & Learn Webinar Presenter - Philippe IngelsCompany - WAKSTEREveryone’s competing for the attention of new and existing customer. Content marketing is now one of the most important tactics in a marketers’ mix but research shows that the biggest challenges content marketers consistently face are producing enough content, and producing the kind of content that engages their targets. The entertainment industry has been consistently creating and delivering engaging content for hundreds of years – what can we learn from them?.

How to use

Entertainment

as a Marketing Tool

Page 2: Wakster marketing with entertainment

Why Marketing should care about Entertainment

Brought to you by

Page 3: Wakster marketing with entertainment

On October 27, 1994, Jack Stuart was walking in the park next to his home when he was unexpectedly hit on the head with a banner that read: ‘You Will’.

Brought to you by

Page 4: Wakster marketing with entertainment

Last year, Jack landed in hospital after a mob of over 700 people brutally attacked him with banners.

Page 5: Wakster marketing with entertainment

When interviewed Jack said these unprovoked attacks happen on a daily basis not just to him but to everyone visiting the park.

Page 6: Wakster marketing with entertainment

Today Jack goes out prepared. He is protected by … an ad blocker.

Page 7: Wakster marketing with entertainment

We are bombarded on by between 300 – 700 marketing messages per day.

Page 8: Wakster marketing with entertainment

In response UK ad blocking grew by 82% to reach 12 million active users in 12 months up to June 2015.

Page 9: Wakster marketing with entertainment

 One of the main reasons cited were that adverts are interruptive and annoying.

Page 10: Wakster marketing with entertainment

However, we are not here to talk about how annoying ads can be but about one of the key messages consumers are sending marketers –

Page 11: Wakster marketing with entertainment

we don’t appreciate you spoiling our online experiences.

Page 12: Wakster marketing with entertainment

Our brains are wired to better remember stories as opposed to data, facts, and figures.

Page 13: Wakster marketing with entertainment

A marketing researcher asked students in her class to make a 1-minute pitch.

Page 14: Wakster marketing with entertainment

Most of the students stuck to traditional pitch elements, such as facts and figures, but a few of them used a story within their pitch.

Page 15: Wakster marketing with entertainment

The professor then asked the class to write down everything they remembered about each pitch: 5 percent of students cited a statistic while 63 percent remembered the story.

Page 16: Wakster marketing with entertainment

Whatever business you are in, you also need to be in the business of entertainment.

Page 17: Wakster marketing with entertainment

Jane Alison wanted buy a new Accountant for her business

Page 18: Wakster marketing with entertainment

With easy access to the marketplace she had hundreds of options to choose from.

Page 19: Wakster marketing with entertainment

The question marketers would like to know is: why did she choose to buy Eddy?

Page 20: Wakster marketing with entertainment

Functional MRI neuroimagery shows that, when evaluating brands, the primary driver is how the brand makes a person feel rather than its attributes, features and facts.

Page 21: Wakster marketing with entertainment

Research conducted by the Advertising Research Foundation concluded that the emotion of “likeability” is the measure most predictive of whether an advertisement will increase a brand’s sales.

Page 22: Wakster marketing with entertainment

Jane chose Eddy because of his “likeability”

Page 23: Wakster marketing with entertainment

Personality, Logic and Emotion, walk into a bar and each order a pint of beer.

Page 24: Wakster marketing with entertainment

When the drinks arrive they notice that all three pints have a fly in them. 

Page 25: Wakster marketing with entertainment

Personality picks out the fly, gives it a personality makeover and sends it off to make its fortune.

Page 26: Wakster marketing with entertainment

Logic picks the fly out of his pint, dissects it and writes down a list of all its features.

Page 27: Wakster marketing with entertainment

Emotion picks out the fly and after a bit of thought tells everyone in the bar the fly's story - people laughed, cried, took pictures and shared the story on Facebook.

Page 28: Wakster marketing with entertainment

We know interesting personalities sell.

Page 29: Wakster marketing with entertainment

We know logic sells, but not many people read manuals.

Page 30: Wakster marketing with entertainment

We know stories and making meaningful emotional connections sell.

Page 31: Wakster marketing with entertainment

 It is when you combine those three elements that you have really effective marketing: personality, logic and emotion.

Page 32: Wakster marketing with entertainment

Personality is who you are.

Page 33: Wakster marketing with entertainment

Attributes, features and facts are what your product or service has.

Page 34: Wakster marketing with entertainment

Stories, entertainment and likeability are what your customers want.

Page 35: Wakster marketing with entertainment

How can I communicate my message in a more entertaining way?

Page 36: Wakster marketing with entertainment

Choose some emotional triggers:

Funny, surprising, awesome, shocking, dramatic, fun, quirky, off-beat, creative, passionate, light-hearted, whimsical, energetic ...

Page 37: Wakster marketing with entertainment

How can I be [ add your emotional triggers] in a different way?

Look for metaphors.

Browse the web for ideas.

Page 38: Wakster marketing with entertainment

THINK – WRITE- DISCUSS

Page 39: Wakster marketing with entertainment

Nail down the look and tone of voice.

Page 40: Wakster marketing with entertainment

Implement and persist!

Page 41: Wakster marketing with entertainment

Presented by WAKSTER

Page 42: Wakster marketing with entertainment

BizSmart help business owners of small and medium sized businesses to create value and scale their businesses through sound practical business support by providing insight, Clarity combined with a real determination to help you succeed. 

You can access webinars and presentations like this and more besides through our SmartRoom service here

You can read the associated blog and listen to a live recording of this presentation by clicking here

You can read Philippe’s profile here

Page 43: Wakster marketing with entertainment

• Need a sounding board for your ideas?• Need to know what to prioritise?• Want someone to challenge your assumptions?

Page 44: Wakster marketing with entertainment

BizSmart – Where Smart people go to surround themselves with other Smart people, to gain business success.www.biz-smart.co.uk