5. ?
• Research shows marketers are getting worse, not better, at
directing dollars with a whopping 40% of marketing dollars
being wasted each year as cited in Advertising Age (Neff,
2012).
• That means $62 billion is misused on content that is not
relevant or producing ROI.
• Is your AMC or clients guilty of this?
• Staff Time, Resources, Effort
9. ROI is a struggle
A study from CMO.com revealed that only 37% of CMO’s are confident that
they can provide solid numbers.
It’s because we are saying and measuring too much!
11. ?
Who Are Your AMC’s Three Main Audiences?
Think about your ideal members OR clients.
• What do they all have in common? List every common trait –
age, income, gender, marital status, industry, values, beliefs,
lifestyle, hobbies, etc.
• Now, use those commonalities to create a single
representation of your ideal member OR client with as much
detail as possible.
• Describe this person. The goal is to think like him/her so well
that you can speak, write and essentially experience emotions
like him/her.
15. ?
Finding Nemo
1. Once upon a time there was … a widowed fish, named Marlin, who was extremely
protective of his only son, Nemo.
2. Every day … Marlin warned Nemo of the ocean’s dangers and implored him not to
swim far away.
3. One day … in an act of defiance, Nemo ignores his father’s warnings and swims into
the open water.
4. Because of that … he is captured by a diver and ends up in the fish tank of a dentist in
Sydney.
5. Because of that … Marlin sets off on a journey to recover Nemo, enlisting the help of
other sea creatures along the way.
6. Until finally … Marlin and Nemo find each other, reunite and learn that love depends
on trust.
16. AMC Example
GOAL – Your AMC members are seeking to dramatically improve early childhood reading outcomes.
1. Once upon a time there was … an education crisis haunting our schools and communities
across North America.
2. Every day … large percentages of our children were not achieving proficiency in vital literacy
skills to the point that some in our community even doubted whether they ever could.
3. One day … we developed a simple and shared definition of what children had to know to be
ready for school.
4. Because of that … our early childhood centers and parents became better at helping all
children enter kindergarten ready to learn
5. Because of that … teachers were free to work more on skill development for each individual
child.
6. Until finally … every child, irrespective of ethnic or economic circumstance, became a
proficient reader by the end of third grade.
18. Basic Storytelling Framework
Did you know…that only 9% of social media staff has a PR
background according to a study by PR Week?
Did you know…most CEO’s think they will experience some
type of PR crisis this year related to social media?
Imagine if…you could train your staff and get them crisis ready
when a big issue hits your AMC clients…
You don’t have to imagine because that’s what Epic PR Group
can do for your AMC.
21. Groundhog Day Your Messages
1. Complicated sentence structure;
2. Too many messages;
3. The messages use words people would never say in a
conversation; and
4. Rarely is the spokesperson delivering the message taken
into consideration.
22. Groundhog Day Your Messages
1. Get the people who wrote the messages to test them on camera
1. Do a focus group or a man on the street interview
2. Tailor the message slightly for each spokesperson to ensure their
cadence of speech, word choice and style is taken into
consideration.
3. Choosing your messages is the art of sacrifice.
25. Oprah’s Evaluation of Her “Favorite Things”
• Message: Possess an articulate message that cuts through the clutter;
• Audience: Having a woman-owned business;
• Timing: Being on the cusp of a new trend;
• Channel: Visually interesting for television; and
• Human: Serving a good cause.
In short, having a compelling story that would speak to Oprah’s demographic.
Think about it – your staff is sending so many messages EACH AND EVERY DAY! Not just from you…but from other brands – are they really hearing what you are saying…
At NACS, we have streamlined the messages, but our marketing and communications are separate departments – we aren’t collaborative and cohesive.
We are guilty of this deluge of messages ourselves. How many of you know how many messages, social media posts, tweets, etc you are sending out to your members in a week, month, year? If you don’t know any of these things you are guitly of falling into this trap of brand narcissism.
Those of you that are parent’s – mama look, mama, mama, etc. Erin
Money aside, think about the time you are wasting on resources that could be more focused.
I have so much work – what sacred cows can we kill is what your staff is telling you…
Money aside, think about the time you are wasting on resources that could be more focused.
I have so much work – what sacred cows can we kill is what your staff is telling you…
Money aside, think about the time you are wasting on resources that could be more focused.
I have so much work – what sacred cows can we kill is what your staff is telling you…
Money aside, think about the time you are wasting on resources that could be more focused.
I have so much work – what sacred cows can we kill is what your staff is telling you…
Money aside, think about the time you are wasting on resources that could be more focused.
I have so much work – what sacred cows can we kill is what your staff is telling you…
Money aside, think about the time you are wasting on resources that could be more focused.
I have so much work – what sacred cows can we kill is what your staff is telling you…
Money aside, think about the time you are wasting on resources that could be more focused.
I have so much work – what sacred cows can we kill is what your staff is telling you…
Money aside, think about the time you are wasting on resources that could be more focused.
I have so much work – what sacred cows can we kill is what your staff is telling you…
Money aside, think about the time you are wasting on resources that could be more focused.
I have so much work – what sacred cows can we kill is what your staff is telling you…
Money aside, think about the time you are wasting on resources that could be more focused.
I have so much work – what sacred cows can we kill is what your staff is telling you…
Money aside, think about the time you are wasting on resources that could be more focused.
I have so much work – what sacred cows can we kill is what your staff is telling you…
Think about the 3 – 5 things – does this fall into what category?
Net Promoter Score on all of events and our products
With a 70% benchmark for us to achieve