know your story, understand your customer

© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.

The Fundamentals of Digital Marketing

Know Your Story, Understand Your Customer


Make sure your sound is not mutedIf you have any issues during the webinar, please contact: [email protected] We will have time for questionsTweet using #practicalmarketingAvailable on demand within minutes

Welcome!


Tina Stock | YP | Executive Director, Marketing

tinastock.com@tinadstock.

About YP

• YP is North America’s largest local search, media and advertising company

• Our mission is to help local businesses and communities grow

• We generate 40 billion annual impressions on the YP Local Ad Network and have 3,000 marketing consultants helping over 570,000 businesses get, and keep customers

meet your presenters.


In the beginning

1964Marketing was simple: 4P’s, Radio-TV-Print, Mad Men in the boardroom and ciggies on the desk



7P’s, 4E’s, 200+ social media sites, 947 marketing software providers, pre-rolls, 2nd screen…

2014, marketing has changed


Traditional strategies are becoming irrelevant


Marketing is no longer about the stuff you make, but about

the stories you tell

Seth Godin

And the core activity of marketing has changed

“”


Nike is an example of a brand that has successfully gone beyond traditional branding … to story telling

Power of the story

Forbes list of most powerful brands in the world


“Somehow we’ve come to believe that greatness is a gift for a chosen few. The prodigies. The superstars… Greatness is not some rare DNA strand… Greatness is no more unique to us than breathing. We’re all capable of it. All of us.”

A story gives you a platform to extend your brand …


… to create an emotional connection



To create a narrative under which your campaigns and content align


Here are 4 keys to storytelling success …


Start with the story, not the media

Keys to success 1

http://sparksheet.com/the-business-of-storytelling/


Keys to success 1

The

Avengers

started as a

comic book

in 1963

Became the biggest opening

debut movie 2012


Use traditional story telling tools like plots, story arcs, archetypes

Keys to success 2


Keys to success 2

Keep it simple with a basic plot: context, conflict and resolution© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

Once

upon a

time ... we

overcame an

obstacle

... and lived happily-ever-

after


An easy way to approach this is to start with a 60 second biz story

Keys to success 2


Disassemble the story to work across multiple media

Keys to success 3


Starbucks as … fashion?

Keys to success 3


Encourage your customers to contribute to the story

Keys to success 4


Starbucks retweets customer messages, adding customers to the brand dialogue

Keys to success 4


So… how do you start?


Business stories are told for your audience …

start with your

audience


Use traditional segmentation and research …

demographic

male,female,income,

age

location

neighborhood,city,

state,everywhere

interests

hobbies,affinities,

clubs

life events& stages

married,expecting,

retiring


… but accept that you won’t know what works till you try


Plan to “borrow” and collaborate

=


Plan to improve over time and plan to make mistakes!


Know your story, understand your customer

Know your story

• Traditional branding is not enough, you need a business story to extend your brand

• Start with the story. Use traditional storytelling techniques such as plots, archetypes and story arcs.

• Then disassemble your story across media, inviting your customer to contribute

Get started – now

• Understand your customer. Traditional demographics, segmentation and research are a great start

• But you won’t know what works until you do it. Test, test, test!

• Plan to start simple, to borrow, to collaborate and occasionally to fail


Don’t miss out

© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.All other marks contained herein are the property of their respective owners.

To Do List:

• Tell your story

• Encourage

customers

to contribute

• Understand your

audience

Sign Up for Part

2 www.adsolutions.y

p.com/

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marketing-

center/webinars/

omi-series

AND

Get MORE FREE

TRAINING

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courses/yp-

starter-page

Be sure to register for the next in the fundamentals of digital marketing series:

October 15, 11:00 am PST

Content Marketing to Attract Customers

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know your story, understand your customer

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