How to Create & Promote Epic Brand Stories
Transcript of How to Create & Promote Epic Brand Stories
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Mastering StorytellingLisa GerberBig Leap Creative@lisagerber
Casey MarkeeFounder, Media Wyse@MediaWyse
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“People buy brands, products, and services because they LOVE their stories.
People buy stories more than anything else. Business is ALL Storytelling!”
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Storytelling…with Croissants?
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Case Study: Lune PatisserieMelbourne, AUS.
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Case Study: Lune PatisserieMelbourne, AUS.
Would you wait 45 minutes in line for a Croissant?
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Branding as “Storytelling”
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Branding as “Storytelling”
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The Owner is an ACTUAL Rocket Scientist!
Kate Reid, the founder, studied aerospace
engineering and spent several years working for
a Formula One racing team before apprenticing
at the famed Paris boulangerie Du Pain et
des Idees.
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Good Story Right? But what Keeps People Coming Back?
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Storytelling 101 for Brands
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The Science of Storytelling
100,500 Digital Words are Consumed by the
Average American every day!
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The Science of Storytelling
92% of Consumers want Brands to Create
Experiences that Tell Stories
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The Science of Storytelling
Our Brains Process Images 60X Faster than
Words.Stories need to be
Visual!
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The Science of StorytellingThe BEST Brand Storytelling Follows a Classic Approach!
HERO – CONFLICT - RESOLUTION
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The Science of StorytellingExample of this in Action: Dollar Shave Club
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The Science of StorytellingExample of this in Action: Dollar Shave Club
Hero: Mike says “Our Blades are F**king Great!”
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The Science of StorytellingExample of this in Action: Dollar Shave Club
Conflict: Blades are Too Expensive & Complicated
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The Science of StorytellingExample of this in Action: Dollar Shave Club
Resolution: The “Party is On” at DSC and You are Invited!
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The Science of StorytellingOr you can use the 5-Step Brand Story Approach!
WHO
WHY
WHATHOW
WHERE
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The Science of StorytellingOr you can use the 5-Step Brand Story Approach!
WHO
WHY
WHATHOW
WHERE
Who is the Story for?
Users of Expensive
Razors
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The Science of StorytellingOr you can use the 5-Step Brand Story Approach!
Why are we Telling this Story?
We have an
Alternative to Expensive Razors.
WHO
WHY
WHATHOW
WHERE
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The Science of StorytellingOr you can use the 5-Step Brand Story Approach!
What’s the Story Message?
Our Razors are F**king
Great…and Cheap!
WHO
WHY
WHATHOW
WHERE
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The Science of StorytellingOr you can use the 5-Step Brand Story Approach!
WHO
WHY
WHATHOW
WHERE
How Should we Tell the Story?
In a Cool Video using Humorous Imagery.
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The Science of StorytellingOr you can use the 5-Step Brand Story Approach!
Where will we Share it?
Let’s try YouTube…and Branch-out from there.
WHO
WHY
WHATHOW
WHERE
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The Science of StorytellingExample of this in Action: Dollar Shave Club
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How to Find Your Story
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Understand your Brand Story ArchetypeThere are 12 Identifiable Archetypes for Brands
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Understand your Brand Story ArchetypeThe Entirety of the Brand Landscape can be
Cataloged
bit.ly/brand-archetypes-101
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Understand your Brand Story ArchetypeTake the Free Quiz from KayePutnam.com
http://kayeputnam.com/brandality-quiz/
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Invest in Persona Marketing Identify your Customers and Target with Multiple
Stories
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Invest in Persona Marketing Persona Marketing with a Tool…and it’s Free!
http://www.makemypersona.com/
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Invest in Persona Marketing Persona Marketing with a Tool…and it’s Free!
https://xtensio.com/user-persona/
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Invest in Persona Marketing For more In-Depth Persona Marketing Know-How…
http://bit.ly/ipullrank-personas
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How to Artificially “Jumpstart” your Story
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Strategy #1 – Give it a PR “Push”
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Strategy #2 – Connect with Influencers
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Strategy #2 – Connect with Influencers
BuzzSumo.com
Find Key Influencers via Keyword OR find Who
Shared Content Pieces!
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Strategy #2 – Connect with Influencers
- Little Bird -
http://www.getlittlebird.com/
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Strategy #2 – Connect with InfluencersLittle Bird
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Strategy #2 – Connect with Influencers
FollowerWonk.comSort your Followers by “Authority” then reach-out via DM & @replies
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https://www.linkedin.com/pulse/discover
Strategy #2 – Connect w/ Influencers Linkedin.com
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Pro Tip: You can DM any member of a Group!
Strategy #2 – Connect w/ Influencers Linkedin.com
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Strategy #2 – Connect w/ Influencers Linkedin.com
Pro Tip: You can DM any member of a Group!
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Strategy #3 – Email HunterReach-out to Influencers via Email
https://hunter.io/
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Strategy #4 – Guest Blogging….But HIGH-QUALITY
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Strategy #4 – Guest BloggingUse Google Search Operators:
Keyword/yourCompetitorName + “guest blog”Keyword/yourCompetitorName + “guest blogger”Keyword/yourCompetitorName + “guest Column”Keyword/yourCompetitorName + “guest article”Keyword/yourCompetitorName + guest postKeyword/yourCompetitorName + guest author
Keyword/yourCompetitorName + “write for us”Keyword/yourCompetitorName + “write for me”Keyword/yourCompetitorName + “become a contributor”Keyword/yourCompetitorName + “contribute to this site”Keyword/yourCompetitorName + inurl:category/guestKeyword/yourCompetitorName + inurl:contributors
Keyword/yourCompetitorName + “guest blog” + inanchor:contactKeyword/yourCompetitorName + “guest blogger” + inanchor:contactKeyword/yourCompetitorName + “guest Column” + inanchor:contactKeyword/yourCompetitorName + “guest article” + inanchor:contactKeyword/yourCompetitorName + “write for us” + inanchor:contactKeyword/yourCompetitorName + “write for me” + inanchor:contactKeyword/yourCompetitorName + “become a contributor” + inanchor:contactKeyword/yourCompetitorName + “contribute to this site” + inanchor:contact
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Strategy #4 – Guest BloggingGood Outreach Example:
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Strategy #4 – Guest BloggingBAD Outreach Example:
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Strategy #3 – Guest BloggingBoomerang that Baby!
http://www.boomeranggmail.com/
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Strategy #5 – Encourage Customer Storytelling
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An Epic Story is NOT Necessary for Success….but it Certainly Helps!
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Thank You!
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Casey MarkeeFounder, Media Wysewww.MediaWyse.com
[email protected]@mediawyse
Become a Fan on Facebook:https://www.facebook.com/MediaWyse Follow Casey on Twitter:https://Twitter.com/MediaWyse
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