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?

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.

28. We know interesting
personalities sell.

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.

40. Implement and persist!

41. Presented by WAKSTER

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.
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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

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