it's about your story, not your stuff
TRANSCRIPT
It’s About Your Story,Not Your Stuff
Marco Ceglie
Brian Critchfield
Mention:@mkoshark@bcritchfield
Hashtag: #PHXstartupweek#ChaseBasecamp#yesphx
Marco Ceglie
• Founder, Marco Ceglie Creative
• Former co-founder, President Avant Strategies
• Named among best Ad Agencies of 2014
• Innovator in viral and guerilla marketing since 2003
• Expert in creating heartfelt, narrative-based
integrated advertising campaigns
• Clients include Wild Horse Pass, the State of
Arizona, Arizona Indian Gaming Association, Vieste
Energy and others
Brian Critchfield
• Chief Navel Gazer, Navel Marketing
• 20+ years of experience
• International speaker, author, and consultant
• Started 6 successful companies
• Launched over 100 companies/divisions/products
• Clients include Microsoft, HP, Bridgestone,
Weyerhaeuser, Toyota, Kodak, and many more
• MBA in Global Business from Thunderbird
• Teach Marketing and Strategy at 3 Universities
“ You cannot sell a man who isn’t listening; word of mouth is the best medium of all; and dullness won’t sell your product, but neither will irrelevant brilliance.”
Bill BernbachFounder, DDB Advertising1911-1982
“Value-Added Marketing”
Source: Google Trends
Convergence
SEO Public Relations
Social Media
Email Nurturing
Content
Storytelling 101
It’s not about the FACTS
It’s all about the STORY
What Makes for a Great Story
•Central Conflict
•Dramatic Unfolding
•Heroes & Villains
•An Outcome That Matters
•The Stage
•A Cause
How To Create a Cause
1950s
World’s Top Cleansing Brand
Obsession With Beauty
image source: Flickr CC Laura Lewis
2001 2002 2003 2004
Declining Sales
Research showed:
• Only 2 percent of women around the world described themselves as
beautiful
• 13 percent of women said they were very satisfied with their body
weight and shape
• 75 percent strongly agree that they wish ‘the media did a better job of
portraying women of diverse physical attractiveness’
• What makes women feel beautiful are loving relationships, self-
realization, and self-care
• Physical attractiveness is about how you look, beauty includes much
more of who you are
Source: “The Real Truth About Beauty: A Global Report,” September, 2004
Dove’s Mission: “to rebuild women’s
self-esteem, challenge beauty
stereotypes, and redefine beauty
standards”
• Focus all marketing efforts on what the target market
cares most about, not pitching products
• Launched in England in 2004 and in the US the next
summer
• Launched prior to the creation and growth of many of
the social media tools
Advertising Commercials
Workshops & Events
PR
Onslaught Evolution
Results
2% in one month
700% in Europe in 6 months
Double Digits in Q1 & Q2 2005
“The hard part will be staying on the path. What happens when
Dove sales begin to flag and market share begins to slide? That
will be the test of true righteousness. Does the "Campaign for
Real Beauty" then get disposed of, like last year's fashions, or
dubiously "enhanced," like a pair of fake breasts?”Bob Garfield
Ad Critic
- Feb 19, 2015
The Pen Versus the Lens
Visual Content is shared 3x as much as written content
Written content is better for search engine placement
What Makes for a Great Story•Central Conflict
• What is the problem or
service you address?
•Dramatic unfolding• How can you unveil or
reveal your solution?
•Heroes & villains • Who is your protagonist?
• Who or what is your
enemy?
•An outcome that
matters • What’s at stake?
• Why should people care?
•The Stage • Where and how you tell
your story matters.
Resources & Tools• Technology
• WordPress
• Camtasia
• A/V editing software
• Photo editing software
• Creative
• Contently
• Scripted
• eLance
• Y-Draw
• Promotion
• Owned Channels
• Facebook, Twitter, Your
Blog, etc.
• Earned Channels
• PR & Blogger Relations
• Paid Channels
• Outbrain
• Taboola
• Disqus
• Google AdWords
• Facebook & Twitter
• PR Web & PR
Newswire
