presentatie gijsbregt vijn grote marketing congres 2015
TRANSCRIPT
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The Lemon Scented Tea Storytelling Expeditions 2015
Hoe wordt storytelling ingezet door top merken zoals:Red Bull, Heineken, KPN, Diageo, Nuon, Red Wing, Sanoma, Joolz.
Grote Marketing Congres 2015 / Gijsbregt Vijn
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nl.linkedin.com/in/gijsbregtvijntwitter.com/gijsbregtvijnslideshare.net/gijsbregtvijn
The Storytelling Agency
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Video LSTea Bag
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1. The Story Telling Expeditions 2015
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Who was involved?
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Why the Storytelling Expeditions?
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Storymining
Storycreation
Storydoing
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Welcome to the Storytelling Expedition
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2. The insights
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Why is it so popular?
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Transparency
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Meaning
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Emotionalselling point
Inspirational selling point
Uniqueselling point
ISP
ESP
USP
Zo bouwen wij een verhaal op
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Speed
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Variety
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How do Marketeers define storytelling?
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It is a way of working that demands manpower, thinkpower and a lot of flexibility (Story + Telling)
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The story is the glue between the inside and the outside of a company
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‘A man on the moon’ gives energy’Stan Vermeulen Joolz
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Communication is the easiest tool for change
5 p’s
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Be an inspiring magnet
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Where does the story start?
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Board
Senior Management
Middle Management
Employees
Consumers
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Credibility is key
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Brandstory
The flexible brandYour story told by others
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Organizing the story
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Break through vertical silos and put the story at the centre
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Te langzaam en te ingewikkeld
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Does the story needs to be true?
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Does the story need to be true?
True marketing story
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Does the story need to be true?
True marketing storyNeeds to be engaging and fits the brand
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Live the story
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The story embed in business model
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Tekst hierStory proven by activation and good behaviour
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Managing the story
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Don’t ask for approval.. sometimes it is better to ask for forgiveness afterwards
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Increase adaptability in objectives, organisation and budget
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The data behind the story
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More knowledge means more customization(cost vs profit)
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Put bottom up client needs at the centre
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3. The Brand Storytelling Tool
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Hoe vertel je dat? Dove
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Hoe vertel je dat? Dove
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Hoe vertel je dat? Dove
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Hoe vertel je dat? Dove
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1
Always:Like a girl
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2
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3
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3
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4
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4. The storytelling key take outs!(in Dutch)
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1 Vind je verhaal en neem je mensen mee in de ontwikkeling van je verhaal (mining)
2 Krijg het verhaal zo hoog mogelijk verankerd (boardroom)3 Bewijs je verhaal met je innovatie road-map en je servicepropositie 4 Brief niet op middelen maar op het centrale verhaal en ga daarna heel
nauwgezet je communicatieplanning doen (wanneer, welke boodschap naar wie, via welk kanaal)
5 Gebruik PR en houd acceleratiebudget vrij in mediabestedingen
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6. Toets alles op relevantie, onderscheid en geloofwaardigheid.7. Nodig je consument uit en zorg dat het iets van hen wordt.8. Houd het eenvoudig ‘bite size’: ga geen lange verhalen vertellen met allerlei hoofdstukken: elk hoofdstuk moet het gehele verhaal vertellen.9. Geef zorg aan hoe je het verhaal vertelt. Devil is in the details. 10.…
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THANK YOU
nl.linkedin.com/in/gijsbregtvijntwitter.com/gijsbregtvijnslideshare.net/gijsbregtvijn