SlideShare a Scribd company logo
1 of 44
Download to read offline
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?
.
Why Marketing should care about
Entertainment
Brought to you by
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
Last year, Jack landed in
hospital after a mob of over
700 people brutally
attacked him with banners.
When interviewed Jack said
these unprovoked attacks
happen on a daily basis not
just to him but to
everyone visiting the park.
Today Jack goes out
prepared. He is protected
by … an ad blocker.
We are bombarded on by between 300 – 700 marketing messages per day.
In response UK ad blocking grew by 82% to reach 12 million active users in 12 months up to June 2015.
One of the main reasons
cited were that adverts are
interruptive and annoying.
However, we are not here
to talk about how annoying
ads can be but about one of
the key messages
consumers are sending
marketers –
we don’t appreciate you
spoiling our online
experiences.
Our brains are wired to better remember stories as opposed to data, facts, and figures.
A marketing
researcher asked students
in her class to make a 1-
minute pitch.
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.
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.
Whatever business you are
in, you also need to be in
the business of
entertainment.
Jane Alison wanted buy a
new Accountant for her
business
With easy access to the
marketplace she had
hundreds of options to
choose from.
The question marketers
would like to know is: why
did she choose to buy
Eddy?
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.
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.
Jane chose Eddy because
of his “likeability”
Personality, Logic
and Emotion, walk into a
bar and each order a pint
of beer.
When the drinks arrive they
notice that all three pints
have a fly in them.
Personality picks out the fly,
gives it a personality
makeover and sends it off
to make its fortune.
Logic picks the fly out of his
pint, dissects it and writes
down a list of all its
features.
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.
We know interesting
personalities sell.
We know logic sells, but not
many people read manuals.
We know stories and
making meaningful
emotional connections sell.
It is when you combine
those three elements that
you have really effective
marketing: personality, logic
and emotion.
Personality is who you are.
Attributes, features and
facts are what your product
or service has.
Stories, entertainment and
likeability are what your
customers want.
How can I communicate my message in
a more entertaining way?
Choose some emotional triggers:
Funny, surprising, awesome, shocking, dramatic,
fun, quirky, off-beat, creative, passionate, light-
hearted, whimsical, energetic ...
How can I be [ add your emotional
triggers] in a different way?
Look for metaphors.
Browse the web for ideas.
THINK – WRITE- DISCUSS
Nail down the look and tone of voice.
Implement and persist!
Presented by WAKSTER
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
•Need a sounding board for your ideas?
•Need to know what to prioritise?
•Want someone to challenge your assumptions?
BizSmart –
Where Smart people go to surround themselves with other
Smart people, to gain business success.www.biz-smart.co.uk

More Related Content

What's hot

Youtility - Why Smart Marketing is About Help Not Hype
Youtility -  Why Smart Marketing is About Help Not HypeYoutility -  Why Smart Marketing is About Help Not Hype
Youtility - Why Smart Marketing is About Help Not HypeJay Baer
 
The Who What Where When And Why Of Social Media Lead Generation
The Who What Where When And Why Of Social Media Lead GenerationThe Who What Where When And Why Of Social Media Lead Generation
The Who What Where When And Why Of Social Media Lead GenerationAbhishek Shah
 
The Entrepreneurs' Survival Guide: 15 Lessons I Learned from My Dad on How to...
The Entrepreneurs' Survival Guide: 15 Lessons I Learned from My Dad on How to...The Entrepreneurs' Survival Guide: 15 Lessons I Learned from My Dad on How to...
The Entrepreneurs' Survival Guide: 15 Lessons I Learned from My Dad on How to...Pam Hendrickson Consulting Group
 
Branding in a Digital Age - Marshall Kingston
Branding in a Digital Age - Marshall KingstonBranding in a Digital Age - Marshall Kingston
Branding in a Digital Age - Marshall KingstonMarshall Kingston
 
5 Tips for Presenting to Executives
5 Tips for Presenting to Executives5 Tips for Presenting to Executives
5 Tips for Presenting to Executivesspeakingppt
 
The Quick And Dirty Guide To Creating Blog Posts That Your Audience Craves
The Quick And Dirty Guide To Creating Blog Posts That Your Audience CravesThe Quick And Dirty Guide To Creating Blog Posts That Your Audience Craves
The Quick And Dirty Guide To Creating Blog Posts That Your Audience CravesDominique Jackson
 
2014 expo relationship marketing v2
2014 expo relationship marketing v22014 expo relationship marketing v2
2014 expo relationship marketing v2Jim Socci, CAS
 
How-to: Find and Stop the 7 Growth Killing Ghouls of the #FUNNELPOCALYPSE
How-to: Find and Stop the 7 Growth Killing Ghouls of the #FUNNELPOCALYPSEHow-to: Find and Stop the 7 Growth Killing Ghouls of the #FUNNELPOCALYPSE
How-to: Find and Stop the 7 Growth Killing Ghouls of the #FUNNELPOCALYPSEHubSpot
 
6 Tips to Acquire Customers with Your About Page
6 Tips to Acquire Customers with Your About Page6 Tips to Acquire Customers with Your About Page
6 Tips to Acquire Customers with Your About PageReferralCandy
 
Inspiration for Marketers: 10 Inspiring Posts from Influencers on LinkedIn
Inspiration for Marketers: 10 Inspiring Posts from Influencers on LinkedIn Inspiration for Marketers: 10 Inspiring Posts from Influencers on LinkedIn
Inspiration for Marketers: 10 Inspiring Posts from Influencers on LinkedIn LinkedIn
 
How To Sell To Non-Believers - Turning Doubt Into Trust
How To Sell To Non-Believers - Turning Doubt Into TrustHow To Sell To Non-Believers - Turning Doubt Into Trust
How To Sell To Non-Believers - Turning Doubt Into TrustClose.io
 
Choosing easier. How businesses can improve the experience of choosing.
Choosing easier. How businesses can improve the experience of choosing.Choosing easier. How businesses can improve the experience of choosing.
Choosing easier. How businesses can improve the experience of choosing.TED Talks
 
6 Principles of Influence - Robert Cialdini
6 Principles of Influence - Robert Cialdini6 Principles of Influence - Robert Cialdini
6 Principles of Influence - Robert CialdiniCanny Digital
 

What's hot (20)

Youtility - Why Smart Marketing is About Help Not Hype
Youtility -  Why Smart Marketing is About Help Not HypeYoutility -  Why Smart Marketing is About Help Not Hype
Youtility - Why Smart Marketing is About Help Not Hype
 
The Who What Where When And Why Of Social Media Lead Generation
The Who What Where When And Why Of Social Media Lead GenerationThe Who What Where When And Why Of Social Media Lead Generation
The Who What Where When And Why Of Social Media Lead Generation
 
Copywriting part 1
Copywriting   part 1Copywriting   part 1
Copywriting part 1
 
The Entrepreneurs' Survival Guide: 15 Lessons I Learned from My Dad on How to...
The Entrepreneurs' Survival Guide: 15 Lessons I Learned from My Dad on How to...The Entrepreneurs' Survival Guide: 15 Lessons I Learned from My Dad on How to...
The Entrepreneurs' Survival Guide: 15 Lessons I Learned from My Dad on How to...
 
Branding in a Digital Age - Marshall Kingston
Branding in a Digital Age - Marshall KingstonBranding in a Digital Age - Marshall Kingston
Branding in a Digital Age - Marshall Kingston
 
Emotional Marketing
Emotional MarketingEmotional Marketing
Emotional Marketing
 
5 Tips for Presenting to Executives
5 Tips for Presenting to Executives5 Tips for Presenting to Executives
5 Tips for Presenting to Executives
 
The Quick And Dirty Guide To Creating Blog Posts That Your Audience Craves
The Quick And Dirty Guide To Creating Blog Posts That Your Audience CravesThe Quick And Dirty Guide To Creating Blog Posts That Your Audience Craves
The Quick And Dirty Guide To Creating Blog Posts That Your Audience Craves
 
Rri bm webinar slides v2
Rri bm webinar slides   v2Rri bm webinar slides   v2
Rri bm webinar slides v2
 
2014 expo relationship marketing v2
2014 expo relationship marketing v22014 expo relationship marketing v2
2014 expo relationship marketing v2
 
How-to: Find and Stop the 7 Growth Killing Ghouls of the #FUNNELPOCALYPSE
How-to: Find and Stop the 7 Growth Killing Ghouls of the #FUNNELPOCALYPSEHow-to: Find and Stop the 7 Growth Killing Ghouls of the #FUNNELPOCALYPSE
How-to: Find and Stop the 7 Growth Killing Ghouls of the #FUNNELPOCALYPSE
 
A History of Sales
A History of SalesA History of Sales
A History of Sales
 
6 Tips to Acquire Customers with Your About Page
6 Tips to Acquire Customers with Your About Page6 Tips to Acquire Customers with Your About Page
6 Tips to Acquire Customers with Your About Page
 
Inspiration for Marketers: 10 Inspiring Posts from Influencers on LinkedIn
Inspiration for Marketers: 10 Inspiring Posts from Influencers on LinkedIn Inspiration for Marketers: 10 Inspiring Posts from Influencers on LinkedIn
Inspiration for Marketers: 10 Inspiring Posts from Influencers on LinkedIn
 
DO GOOD (Better)
DO GOOD (Better)DO GOOD (Better)
DO GOOD (Better)
 
How To Sell To Non-Believers - Turning Doubt Into Trust
How To Sell To Non-Believers - Turning Doubt Into TrustHow To Sell To Non-Believers - Turning Doubt Into Trust
How To Sell To Non-Believers - Turning Doubt Into Trust
 
Consumer insight
Consumer insightConsumer insight
Consumer insight
 
Why Social Business
Why Social BusinessWhy Social Business
Why Social Business
 
Choosing easier. How businesses can improve the experience of choosing.
Choosing easier. How businesses can improve the experience of choosing.Choosing easier. How businesses can improve the experience of choosing.
Choosing easier. How businesses can improve the experience of choosing.
 
6 Principles of Influence - Robert Cialdini
6 Principles of Influence - Robert Cialdini6 Principles of Influence - Robert Cialdini
6 Principles of Influence - Robert Cialdini
 

Viewers also liked

Dossier OSPI Ciberseguridad
Dossier OSPI CiberseguridadDossier OSPI Ciberseguridad
Dossier OSPI CiberseguridadEnrique Ávila
 
Robots dynamics and control
Robots dynamics and controlRobots dynamics and control
Robots dynamics and controlIan Tsybulkin
 
受託開発会社による「受託開発と自社サービス開発の両立」と新サービス「Board」ができるまで
受託開発会社による「受託開発と自社サービス開発の両立」と新サービス「Board」ができるまで受託開発会社による「受託開発と自社サービス開発の両立」と新サービス「Board」ができるまで
受託開発会社による「受託開発と自社サービス開発の両立」と新サービス「Board」ができるまでYusuke Tamukai
 
Population growth ranges among Cook County townships
Population growth ranges among Cook County townshipsPopulation growth ranges among Cook County townships
Population growth ranges among Cook County townshipsJack Trager
 
[Greach 17] make concurrency groovy again
[Greach 17] make concurrency groovy again[Greach 17] make concurrency groovy again
[Greach 17] make concurrency groovy againAlonso Torres
 
Catálogo BEEP: Déjate sorprender
Catálogo BEEP: Déjate sorprenderCatálogo BEEP: Déjate sorprender
Catálogo BEEP: Déjate sorprenderBeep Informática
 
Are you ready to lead change?
Are you ready to lead change? Are you ready to lead change?
Are you ready to lead change? Dora Szigeti
 
Debugging Distributed Systems - Velocity Santa Clara 2016
Debugging Distributed Systems - Velocity Santa Clara 2016Debugging Distributed Systems - Velocity Santa Clara 2016
Debugging Distributed Systems - Velocity Santa Clara 2016Donny Nadolny
 
Importancia de la marca en los productos
Importancia de la marca en los productosImportancia de la marca en los productos
Importancia de la marca en los productosmarketingmype
 
Vertical noir: Histories of the future in urban science fiction
Vertical noir: Histories of the future in urban science fictionVertical noir: Histories of the future in urban science fiction
Vertical noir: Histories of the future in urban science fictionStephen Graham
 
Lawyer in Vietnam Oliver Massmann BREXIT IMPACT ON VIETNAM AND SOLUTIONS Mak...
Lawyer in Vietnam Oliver Massmann BREXIT IMPACT ON VIETNAM AND SOLUTIONS  Mak...Lawyer in Vietnam Oliver Massmann BREXIT IMPACT ON VIETNAM AND SOLUTIONS  Mak...
Lawyer in Vietnam Oliver Massmann BREXIT IMPACT ON VIETNAM AND SOLUTIONS Mak...Dr. Oliver Massmann
 
Energy Saving Tips For Steam Boiler - Thermodyne Boilers
Energy Saving Tips For Steam Boiler - Thermodyne BoilersEnergy Saving Tips For Steam Boiler - Thermodyne Boilers
Energy Saving Tips For Steam Boiler - Thermodyne BoilersThermodyne Engineering systems
 
Agilia 2017 - re-imagining Scrum to re-vers-ify your organisation
Agilia 2017 - re-imagining Scrum to re-vers-ify your organisationAgilia 2017 - re-imagining Scrum to re-vers-ify your organisation
Agilia 2017 - re-imagining Scrum to re-vers-ify your organisationGunther Verheyen
 
Equipos de Alto Desempeño
Equipos de Alto DesempeñoEquipos de Alto Desempeño
Equipos de Alto DesempeñoJavier Sánchez
 
R. VILLANO - The photos (EN part 17)
R. VILLANO - The photos (EN part 17)R. VILLANO - The photos (EN part 17)
R. VILLANO - The photos (EN part 17)Raimondo Villano
 
Turn Your Company Outside-In!, part I+II. A Special Edition Paper on Cell Str...
Turn Your Company Outside-In!, part I+II. A Special Edition Paper on Cell Str...Turn Your Company Outside-In!, part I+II. A Special Edition Paper on Cell Str...
Turn Your Company Outside-In!, part I+II. A Special Edition Paper on Cell Str...Niels Pflaeging
 

Viewers also liked (20)

Portadas nacionales 31 marzo-17 (1)
Portadas nacionales 31 marzo-17 (1)Portadas nacionales 31 marzo-17 (1)
Portadas nacionales 31 marzo-17 (1)
 
Dossier OSPI Ciberseguridad
Dossier OSPI CiberseguridadDossier OSPI Ciberseguridad
Dossier OSPI Ciberseguridad
 
Robots dynamics and control
Robots dynamics and controlRobots dynamics and control
Robots dynamics and control
 
受託開発会社による「受託開発と自社サービス開発の両立」と新サービス「Board」ができるまで
受託開発会社による「受託開発と自社サービス開発の両立」と新サービス「Board」ができるまで受託開発会社による「受託開発と自社サービス開発の両立」と新サービス「Board」ができるまで
受託開発会社による「受託開発と自社サービス開発の両立」と新サービス「Board」ができるまで
 
Population growth ranges among Cook County townships
Population growth ranges among Cook County townshipsPopulation growth ranges among Cook County townships
Population growth ranges among Cook County townships
 
Cracking the code
Cracking the codeCracking the code
Cracking the code
 
[Greach 17] make concurrency groovy again
[Greach 17] make concurrency groovy again[Greach 17] make concurrency groovy again
[Greach 17] make concurrency groovy again
 
Catálogo BEEP: Déjate sorprender
Catálogo BEEP: Déjate sorprenderCatálogo BEEP: Déjate sorprender
Catálogo BEEP: Déjate sorprender
 
How to start a business
How to start a businessHow to start a business
How to start a business
 
Unidad 3
Unidad 3Unidad 3
Unidad 3
 
Are you ready to lead change?
Are you ready to lead change? Are you ready to lead change?
Are you ready to lead change?
 
Debugging Distributed Systems - Velocity Santa Clara 2016
Debugging Distributed Systems - Velocity Santa Clara 2016Debugging Distributed Systems - Velocity Santa Clara 2016
Debugging Distributed Systems - Velocity Santa Clara 2016
 
Importancia de la marca en los productos
Importancia de la marca en los productosImportancia de la marca en los productos
Importancia de la marca en los productos
 
Vertical noir: Histories of the future in urban science fiction
Vertical noir: Histories of the future in urban science fictionVertical noir: Histories of the future in urban science fiction
Vertical noir: Histories of the future in urban science fiction
 
Lawyer in Vietnam Oliver Massmann BREXIT IMPACT ON VIETNAM AND SOLUTIONS Mak...
Lawyer in Vietnam Oliver Massmann BREXIT IMPACT ON VIETNAM AND SOLUTIONS  Mak...Lawyer in Vietnam Oliver Massmann BREXIT IMPACT ON VIETNAM AND SOLUTIONS  Mak...
Lawyer in Vietnam Oliver Massmann BREXIT IMPACT ON VIETNAM AND SOLUTIONS Mak...
 
Energy Saving Tips For Steam Boiler - Thermodyne Boilers
Energy Saving Tips For Steam Boiler - Thermodyne BoilersEnergy Saving Tips For Steam Boiler - Thermodyne Boilers
Energy Saving Tips For Steam Boiler - Thermodyne Boilers
 
Agilia 2017 - re-imagining Scrum to re-vers-ify your organisation
Agilia 2017 - re-imagining Scrum to re-vers-ify your organisationAgilia 2017 - re-imagining Scrum to re-vers-ify your organisation
Agilia 2017 - re-imagining Scrum to re-vers-ify your organisation
 
Equipos de Alto Desempeño
Equipos de Alto DesempeñoEquipos de Alto Desempeño
Equipos de Alto Desempeño
 
R. VILLANO - The photos (EN part 17)
R. VILLANO - The photos (EN part 17)R. VILLANO - The photos (EN part 17)
R. VILLANO - The photos (EN part 17)
 
Turn Your Company Outside-In!, part I+II. A Special Edition Paper on Cell Str...
Turn Your Company Outside-In!, part I+II. A Special Edition Paper on Cell Str...Turn Your Company Outside-In!, part I+II. A Special Edition Paper on Cell Str...
Turn Your Company Outside-In!, part I+II. A Special Edition Paper on Cell Str...
 

Similar to Wakster marketing with entertainment

Waksterentertainment marketing-slideshare-160621084907
Waksterentertainment marketing-slideshare-160621084907Waksterentertainment marketing-slideshare-160621084907
Waksterentertainment marketing-slideshare-160621084907Catherine Acquadro
 
12 Lessons from Content Marketing World 2013
12 Lessons from Content Marketing World 201312 Lessons from Content Marketing World 2013
12 Lessons from Content Marketing World 2013Lenovo
 
Business Professional pp
Business Professional ppBusiness Professional pp
Business Professional ppVictor Maisonet
 
The Incite Summit 2013 eBook
The Incite Summit 2013 eBookThe Incite Summit 2013 eBook
The Incite Summit 2013 eBookNick Johnson
 
IMC Advertising Message Strategies
IMC Advertising Message StrategiesIMC Advertising Message Strategies
IMC Advertising Message StrategiesLeanne Ross
 
AMP SXSW Presentation
AMP SXSW PresentationAMP SXSW Presentation
AMP SXSW PresentationNick Bamber
 
Transformational storytelling
Transformational storytellingTransformational storytelling
Transformational storytellingMr Nyak
 
Marketing Challenge Forum 2015
Marketing Challenge Forum 2015Marketing Challenge Forum 2015
Marketing Challenge Forum 2015Above & Below
 
Sam Ruchlewicz for PRAXIS 2018
Sam Ruchlewicz for PRAXIS 2018Sam Ruchlewicz for PRAXIS 2018
Sam Ruchlewicz for PRAXIS 2018Reputation Today
 
Plug Your Business In!
Plug Your Business In!Plug Your Business In!
Plug Your Business In!Alec Wagley
 
Positioning And Brand Loyalty
Positioning And Brand LoyaltyPositioning And Brand Loyalty
Positioning And Brand LoyaltyElaine Ake
 
Get Advertising Smart - Effective Campaigns from the Perspective of the Brain
Get Advertising Smart - Effective Campaigns from the Perspective of the Brain Get Advertising Smart - Effective Campaigns from the Perspective of the Brain
Get Advertising Smart - Effective Campaigns from the Perspective of the Brain emmersons1
 
Lessons from the coffee shop to boost sales and seal deals
Lessons from the coffee shop to boost sales and seal dealsLessons from the coffee shop to boost sales and seal deals
Lessons from the coffee shop to boost sales and seal dealsGUY FLEMMING
 
The Role Of Public Relations On The Fashion Industry Essay
The Role Of Public Relations On The Fashion Industry EssayThe Role Of Public Relations On The Fashion Industry Essay
The Role Of Public Relations On The Fashion Industry EssayRenee Reed
 
The Digital Marketer's Guide to Effective imagery
The Digital Marketer's Guide to Effective imageryThe Digital Marketer's Guide to Effective imagery
The Digital Marketer's Guide to Effective imageryFilipp Paster
 
Advert Testing, Copy Testing. Measuring Advertising Effectiveness - George T...
Advert Testing, Copy Testing.  Measuring Advertising Effectiveness - George T...Advert Testing, Copy Testing.  Measuring Advertising Effectiveness - George T...
Advert Testing, Copy Testing. Measuring Advertising Effectiveness - George T...George Tsakraklides
 

Similar to Wakster marketing with entertainment (20)

Waksterentertainment marketing-slideshare-160621084907
Waksterentertainment marketing-slideshare-160621084907Waksterentertainment marketing-slideshare-160621084907
Waksterentertainment marketing-slideshare-160621084907
 
12 Lessons from Content Marketing World 2013
12 Lessons from Content Marketing World 201312 Lessons from Content Marketing World 2013
12 Lessons from Content Marketing World 2013
 
Business Professional pp
Business Professional ppBusiness Professional pp
Business Professional pp
 
Storytelling
StorytellingStorytelling
Storytelling
 
The Incite Summit 2013 eBook
The Incite Summit 2013 eBookThe Incite Summit 2013 eBook
The Incite Summit 2013 eBook
 
The Incite Summit 2013 eBook
The Incite Summit 2013 eBookThe Incite Summit 2013 eBook
The Incite Summit 2013 eBook
 
IMC Advertising Message Strategies
IMC Advertising Message StrategiesIMC Advertising Message Strategies
IMC Advertising Message Strategies
 
AMP SXSW Presentation
AMP SXSW PresentationAMP SXSW Presentation
AMP SXSW Presentation
 
BuzzMarketing
BuzzMarketingBuzzMarketing
BuzzMarketing
 
Creating Compelling Brand Stories
Creating Compelling Brand StoriesCreating Compelling Brand Stories
Creating Compelling Brand Stories
 
Transformational storytelling
Transformational storytellingTransformational storytelling
Transformational storytelling
 
Marketing Challenge Forum 2015
Marketing Challenge Forum 2015Marketing Challenge Forum 2015
Marketing Challenge Forum 2015
 
Sam Ruchlewicz for PRAXIS 2018
Sam Ruchlewicz for PRAXIS 2018Sam Ruchlewicz for PRAXIS 2018
Sam Ruchlewicz for PRAXIS 2018
 
Plug Your Business In!
Plug Your Business In!Plug Your Business In!
Plug Your Business In!
 
Positioning And Brand Loyalty
Positioning And Brand LoyaltyPositioning And Brand Loyalty
Positioning And Brand Loyalty
 
Get Advertising Smart - Effective Campaigns from the Perspective of the Brain
Get Advertising Smart - Effective Campaigns from the Perspective of the Brain Get Advertising Smart - Effective Campaigns from the Perspective of the Brain
Get Advertising Smart - Effective Campaigns from the Perspective of the Brain
 
Lessons from the coffee shop to boost sales and seal deals
Lessons from the coffee shop to boost sales and seal dealsLessons from the coffee shop to boost sales and seal deals
Lessons from the coffee shop to boost sales and seal deals
 
The Role Of Public Relations On The Fashion Industry Essay
The Role Of Public Relations On The Fashion Industry EssayThe Role Of Public Relations On The Fashion Industry Essay
The Role Of Public Relations On The Fashion Industry Essay
 
The Digital Marketer's Guide to Effective imagery
The Digital Marketer's Guide to Effective imageryThe Digital Marketer's Guide to Effective imagery
The Digital Marketer's Guide to Effective imagery
 
Advert Testing, Copy Testing. Measuring Advertising Effectiveness - George T...
Advert Testing, Copy Testing.  Measuring Advertising Effectiveness - George T...Advert Testing, Copy Testing.  Measuring Advertising Effectiveness - George T...
Advert Testing, Copy Testing. Measuring Advertising Effectiveness - George T...
 

More from BizSmart Select

How to Develop Your Marketing Cookbook
How to Develop Your Marketing CookbookHow to Develop Your Marketing Cookbook
How to Develop Your Marketing CookbookBizSmart Select
 
Top 10 ways to Overcome Procrastination
Top 10 ways to Overcome ProcrastinationTop 10 ways to Overcome Procrastination
Top 10 ways to Overcome ProcrastinationBizSmart Select
 
Tax Tips for Business Owners
Tax Tips for Business OwnersTax Tips for Business Owners
Tax Tips for Business OwnersBizSmart Select
 
How to Use Engagement Marketing
How to Use Engagement MarketingHow to Use Engagement Marketing
How to Use Engagement MarketingBizSmart Select
 
How to Improve Efficiency in Your Business/ Improving Your Business Processes
How to Improve Efficiency in Your Business/ Improving Your Business ProcessesHow to Improve Efficiency in Your Business/ Improving Your Business Processes
How to Improve Efficiency in Your Business/ Improving Your Business ProcessesBizSmart Select
 
Tax Efficient Planning for Business Owners
Tax Efficient Planning for Business OwnersTax Efficient Planning for Business Owners
Tax Efficient Planning for Business OwnersBizSmart Select
 
How to Find Your Hedgehog!
How to Find Your Hedgehog!How to Find Your Hedgehog!
How to Find Your Hedgehog!BizSmart Select
 
What is the Enterprise Finance Loan Guarantee Scheme?
What is the Enterprise Finance Loan Guarantee Scheme?What is the Enterprise Finance Loan Guarantee Scheme?
What is the Enterprise Finance Loan Guarantee Scheme?BizSmart Select
 
How to be More productive, in 10 steps!
How to be More productive, in 10 steps!How to be More productive, in 10 steps!
How to be More productive, in 10 steps!BizSmart Select
 
What's your Why? Your Core Purpose?
What's your Why? Your Core Purpose?What's your Why? Your Core Purpose?
What's your Why? Your Core Purpose?BizSmart Select
 
Continuous improvement for Small Businesses
Continuous improvement for Small BusinessesContinuous improvement for Small Businesses
Continuous improvement for Small BusinessesBizSmart Select
 
Stressing about GDPR? Key Facts
Stressing about GDPR? Key FactsStressing about GDPR? Key Facts
Stressing about GDPR? Key FactsBizSmart Select
 
How to Join the Dots between Sales and Marketing
How to Join the Dots between Sales and MarketingHow to Join the Dots between Sales and Marketing
How to Join the Dots between Sales and MarketingBizSmart Select
 
How to measure the success of my social media
How to measure the success of my social mediaHow to measure the success of my social media
How to measure the success of my social mediaBizSmart Select
 
Tax Efficient Investment Planning for (UK) Business Owners
Tax Efficient Investment Planning for (UK) Business OwnersTax Efficient Investment Planning for (UK) Business Owners
Tax Efficient Investment Planning for (UK) Business OwnersBizSmart Select
 
How to use Emotional Marketing
How to use Emotional MarketingHow to use Emotional Marketing
How to use Emotional MarketingBizSmart Select
 
How to ensure your Virtual Assistant delivers Tangible support
How to ensure your Virtual Assistant delivers Tangible supportHow to ensure your Virtual Assistant delivers Tangible support
How to ensure your Virtual Assistant delivers Tangible supportBizSmart Select
 
How to Protect your Business with Cyber Security
How to Protect your Business with Cyber SecurityHow to Protect your Business with Cyber Security
How to Protect your Business with Cyber SecurityBizSmart Select
 
How to Review Employee Performance
How to Review Employee PerformanceHow to Review Employee Performance
How to Review Employee PerformanceBizSmart Select
 

More from BizSmart Select (20)

How to Develop Your Marketing Cookbook
How to Develop Your Marketing CookbookHow to Develop Your Marketing Cookbook
How to Develop Your Marketing Cookbook
 
Top 10 ways to Overcome Procrastination
Top 10 ways to Overcome ProcrastinationTop 10 ways to Overcome Procrastination
Top 10 ways to Overcome Procrastination
 
Tax Tips for Business Owners
Tax Tips for Business OwnersTax Tips for Business Owners
Tax Tips for Business Owners
 
How to Use Engagement Marketing
How to Use Engagement MarketingHow to Use Engagement Marketing
How to Use Engagement Marketing
 
How to Improve Efficiency in Your Business/ Improving Your Business Processes
How to Improve Efficiency in Your Business/ Improving Your Business ProcessesHow to Improve Efficiency in Your Business/ Improving Your Business Processes
How to Improve Efficiency in Your Business/ Improving Your Business Processes
 
Tax Efficient Planning for Business Owners
Tax Efficient Planning for Business OwnersTax Efficient Planning for Business Owners
Tax Efficient Planning for Business Owners
 
How to Find Your Hedgehog!
How to Find Your Hedgehog!How to Find Your Hedgehog!
How to Find Your Hedgehog!
 
What is the Enterprise Finance Loan Guarantee Scheme?
What is the Enterprise Finance Loan Guarantee Scheme?What is the Enterprise Finance Loan Guarantee Scheme?
What is the Enterprise Finance Loan Guarantee Scheme?
 
How to be More productive, in 10 steps!
How to be More productive, in 10 steps!How to be More productive, in 10 steps!
How to be More productive, in 10 steps!
 
What's at your Core?
What's at your Core?What's at your Core?
What's at your Core?
 
What's your Why? Your Core Purpose?
What's your Why? Your Core Purpose?What's your Why? Your Core Purpose?
What's your Why? Your Core Purpose?
 
Continuous improvement for Small Businesses
Continuous improvement for Small BusinessesContinuous improvement for Small Businesses
Continuous improvement for Small Businesses
 
Stressing about GDPR? Key Facts
Stressing about GDPR? Key FactsStressing about GDPR? Key Facts
Stressing about GDPR? Key Facts
 
How to Join the Dots between Sales and Marketing
How to Join the Dots between Sales and MarketingHow to Join the Dots between Sales and Marketing
How to Join the Dots between Sales and Marketing
 
How to measure the success of my social media
How to measure the success of my social mediaHow to measure the success of my social media
How to measure the success of my social media
 
Tax Efficient Investment Planning for (UK) Business Owners
Tax Efficient Investment Planning for (UK) Business OwnersTax Efficient Investment Planning for (UK) Business Owners
Tax Efficient Investment Planning for (UK) Business Owners
 
How to use Emotional Marketing
How to use Emotional MarketingHow to use Emotional Marketing
How to use Emotional Marketing
 
How to ensure your Virtual Assistant delivers Tangible support
How to ensure your Virtual Assistant delivers Tangible supportHow to ensure your Virtual Assistant delivers Tangible support
How to ensure your Virtual Assistant delivers Tangible support
 
How to Protect your Business with Cyber Security
How to Protect your Business with Cyber SecurityHow to Protect your Business with Cyber Security
How to Protect your Business with Cyber Security
 
How to Review Employee Performance
How to Review Employee PerformanceHow to Review Employee Performance
How to Review Employee Performance
 

Recently uploaded

Mist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in EgyptMist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in Egyptopstechsanjanasingh
 
pitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdfpitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdflebob12
 
The Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningThe Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningNaval Singh
 
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptBus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptendeworku
 
Young Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya CherianYoung Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya CherianCDEEPANVITA
 
ICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the IndustryICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the IndustryDennisViau
 
Record of Module Forensic photography in
Record of Module Forensic photography inRecord of Module Forensic photography in
Record of Module Forensic photography inalexademileighpacal
 
Mist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi ArabiaMist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi Arabiaopstechsanjanasingh
 
Wallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loanWallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loansujat8807
 
HOW TO START EARNING WITH AFFILIATE MARKETING
HOW TO START EARNING WITH AFFILIATE MARKETINGHOW TO START EARNING WITH AFFILIATE MARKETING
HOW TO START EARNING WITH AFFILIATE MARKETINGNATHAN SPEAKS
 
EPC Contractors aspects Presentation.pdf
EPC Contractors  aspects Presentation.pdfEPC Contractors  aspects Presentation.pdf
EPC Contractors aspects Presentation.pdfGiuseppe Tommasone
 
We are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right DirectionWe are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right DirectionRight Direction Aero
 
"InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age""InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age"Adharsh45
 
NVIDIA's overall business overview Presentation.pptx
NVIDIA's overall business overview Presentation.pptxNVIDIA's overall business overview Presentation.pptx
NVIDIA's overall business overview Presentation.pptxKrutik Rakade
 
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptxStreamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptxPaulBryant58
 
A Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptxA Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptxShainaMaheshwari1
 
Shopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business ModelShopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business ModelBhaviniSharma12
 
Presented by Sabri international .......
Presented by Sabri international .......Presented by Sabri international .......
Presented by Sabri international .......SABRI INTERNATIONAL
 
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfCORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfLouis Malaybalay
 
How The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K SubscribersHow The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K SubscribersFlyyx Tech
 

Recently uploaded (20)

Mist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in EgyptMist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in Egypt
 
pitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdfpitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdf
 
The Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningThe Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda Learning
 
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptBus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
 
Young Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya CherianYoung Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya Cherian
 
ICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the IndustryICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the Industry
 
Record of Module Forensic photography in
Record of Module Forensic photography inRecord of Module Forensic photography in
Record of Module Forensic photography in
 
Mist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi ArabiaMist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi Arabia
 
Wallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loanWallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loan
 
HOW TO START EARNING WITH AFFILIATE MARKETING
HOW TO START EARNING WITH AFFILIATE MARKETINGHOW TO START EARNING WITH AFFILIATE MARKETING
HOW TO START EARNING WITH AFFILIATE MARKETING
 
EPC Contractors aspects Presentation.pdf
EPC Contractors  aspects Presentation.pdfEPC Contractors  aspects Presentation.pdf
EPC Contractors aspects Presentation.pdf
 
We are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right DirectionWe are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right Direction
 
"InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age""InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age"
 
NVIDIA's overall business overview Presentation.pptx
NVIDIA's overall business overview Presentation.pptxNVIDIA's overall business overview Presentation.pptx
NVIDIA's overall business overview Presentation.pptx
 
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptxStreamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
 
A Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptxA Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptx
 
Shopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business ModelShopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business Model
 
Presented by Sabri international .......
Presented by Sabri international .......Presented by Sabri international .......
Presented by Sabri international .......
 
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfCORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
 
How The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K SubscribersHow The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K Subscribers
 

Wakster marketing with entertainment

  • 1. 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? .
  • 2. Why Marketing should care about Entertainment Brought to you by
  • 3. 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
  • 4. Last year, Jack landed in hospital after a mob of over 700 people brutally attacked him with banners.
  • 5. When interviewed Jack said these unprovoked attacks happen on a daily basis not just to him but to everyone visiting the park.
  • 6. Today Jack goes out prepared. He is protected by … an ad blocker.
  • 7. We are bombarded on by between 300 – 700 marketing messages per day.
  • 8. In response UK ad blocking grew by 82% to reach 12 million active users in 12 months up to June 2015.
  • 9. One of the main reasons cited were that adverts are interruptive and annoying.
  • 10. However, we are not here to talk about how annoying ads can be but about one of the key messages consumers are sending marketers –
  • 11. we don’t appreciate you spoiling our online experiences.
  • 12. Our brains are wired to better remember stories as opposed to data, facts, and figures.
  • 13. A marketing researcher asked students in her class to make a 1- minute pitch.
  • 14. 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.
  • 15. 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.
  • 16. Whatever business you are in, you also need to be in the business of entertainment.
  • 17. Jane Alison wanted buy a new Accountant for her business
  • 18. With easy access to the marketplace she had hundreds of options to choose from.
  • 19. The question marketers would like to know is: why did she choose to buy Eddy?
  • 20. 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.
  • 21. 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.
  • 22. Jane chose Eddy because of his “likeability”
  • 23. Personality, Logic and Emotion, walk into a bar and each order a pint of beer.
  • 24. When the drinks arrive they notice that all three pints have a fly in them.
  • 25. Personality picks out the fly, gives it a personality makeover and sends it off to make its fortune.
  • 26. Logic picks the fly out of his pint, dissects it and writes down a list of all its features.
  • 27. 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.
  • 29. We know logic sells, but not many people read manuals.
  • 30. We know stories and making meaningful emotional connections sell.
  • 31. It is when you combine those three elements that you have really effective marketing: personality, logic and emotion.
  • 32. Personality is who you are.
  • 33. Attributes, features and facts are what your product or service has.
  • 34. Stories, entertainment and likeability are what your customers want.
  • 35. How can I communicate my message in a more entertaining way?
  • 36. Choose some emotional triggers: Funny, surprising, awesome, shocking, dramatic, fun, quirky, off-beat, creative, passionate, light- hearted, whimsical, energetic ...
  • 37. How can I be [ add your emotional triggers] in a different way? Look for metaphors. Browse the web for ideas.
  • 38. THINK – WRITE- DISCUSS
  • 39. Nail down the look and tone of voice.
  • 42. 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
  • 43. •Need a sounding board for your ideas? •Need to know what to prioritise? •Want someone to challenge your assumptions?
  • 44. BizSmart – Where Smart people go to surround themselves with other Smart people, to gain business success.www.biz-smart.co.uk