...Sell a story…tell a product. Storytelling has been one of the oldest arts in the human history, ¿Why we would use something that old for an innovating idea? Stories are carried with feelings, and sensations, they transport you to an exact place where you can feel the cold air in your cheeks, you can smell the roses, and hear the rush of the water. The key Word: Emotions. Times in Marketing has changed, in the last years the strategy was cold and undirected to the costumer, now marketing is trying to reconnected with them. By telling a story, you start with “Once upon a time” creating a background so the person that will be hearing your story feels that he is part of that beginning, he satisfies his necessity of belonging, so as the story keep growing he will feel identify and emotionally correspond with the story of the brand and not just to the product. The Brand Storytelling is giving the costumer more than a product to or a bunch of numbers and statistics. The idea is humanizing brands through the power of Storytelling. Storytelling and marketing share a common goal - to create communication that is interesting and encourages a specific reaction. Organizational consultants and managers have also discovered the power of storytelling in organizations. A good story of organizational transformation in one organization might motivate similar organizations to change as well; also, the informal stories people tell to each other about organizational norms, policies and...
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...Targeting Families the Art in Marketing Marketing teams spend long hours to plan commercials that will last a minute or thirty seconds. They have to produce a concept for a commercial that provides a good connection to the target audience through relatable content, scenes, actors appearances, camera angles, nonverbal communication (especially relevant in this commercial), and a subject matter that will be memorable for an audience. They must also consider timing for their commercial to be successful, however target audience is their main focus. The target audience is a specific consumer base the commercial focuses on appealing to. In the Volkswagen commercial the target audience are young adults with children, who are aware of stars wars or can relate children playing and wanting to have superpowers. The Volkswagen commercial was aired during...
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...Each month, during our stories meetings, we’d brainstorm and plan engaging multimedia stories to showcase on our blog, website and social media. This is an example of how I used my strengths and working styles in influencing a collaborative team climate within the marketing department and other departments at the firm. Now, as some of my stories often involve multiple departments within the City of Arlington, I see this strength and working style carrying over in my current...
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...to person by oral communication, which could be as simple as telling someone the time of day. Storytelling is a common form of word-of-mouth communication where one person tells others a story about a real event or something made up. Oral tradition is cultural material and traditions transmitted by word of mouth through successive generations. Storytelling and oral tradition are forms of word of mouth that play important roles in folklore and mythology. Another example of oral communication is oral history—the recording, preservation and interpretation of historical information, based on the personal experiences and opinions of the speaker. Oral history preservation is the field that deals with the care and upkeep of oral history materials collected by word of mouth, whatever format they may be in. In marketing, word-of-mouth communication (WOM) involves the passing of information between a non-commercial communicator (i.e. someone who is not rewarded) and a receiver concerning a brand, a product, or a service.[2] When WOM is mediated through electronic means, the resulting electronic word of mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites, social networks, instant messages, news feeds) about a product, service, brand, or company.[3] If the sender of word-of-mouth communication is rewarded than this process is referred to as word-of-mouth marketing, which relies on the added credibility of person-to-person communication, a personal recommendation...
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...descobrir fatos interessantes e curiosos que ocorreram no passado. Essa é a elevada proposta do storytelling: encantar o público por meio de histórias inteligentes e vastamente criativas. Em outras palavras, é saber contar de forma divertida e única acontecimentos que enriquecem o valor da marca, de sorte a seduzir corações e mentes por intermédio de episódios piamente positivos e tipicamente desafiadores. A ideia mor é aproximar os stakeholders das origens mais remotas da empresa, fazendo essas criaturas conhecerem profundamente de onde surgiram os produtos e serviços que elas adquiriram (ou pretendem adquirir), de forma a gerar uma sintonia diferenciada entre quem compra e vende os referidos materiais. Convenhamos, as pessoas estão saturadas dos modelos publicitários convencionais: cheios de monotonia, repetição e cenários desimaginados. Exatamente por isso, o mercado exige que os gestores sigam além das atmosferas enfadonhas e óbvias dos espelhos tradicionais para que possam entregar variáveis inovadoras e versáteis por meio do compartilhamento de suas culturas corporativas e por intermédio da revelação de seus íntimos e lúdicos tesouros pessoais. Usando termos simplificados, o líder contemporâneo precisa seduzir seus expectadores despertando emoções e desejos fervorosos para criar uma identidade que dê significado à supracitada compra. Pense comigo: porque fazer marketing de forma habitual e corriqueira se podemos realizar isto de maneira personalizada e poderosamente...
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...With the advent of the mass printing process came the end of an era marked by oral tradition and the art of storytelling. One folk-art in particular, fairy tales, seems to be quite affected by this transition. Although the mass printing and marketing of fairy tales as reproduced books, movies, and other media has increased availability of the public like never before in history, there also seems to be a “cheapening” of the art itself, as well as art in general, as the role of the storyteller has been removed. Once only heard if one were to run into a skilled storyteller, fairy tales with the help of printing and mass marketing are now available to everyone able to buy an inexpensive children’s book. This simple fact cannot be overlooked as the whimsical tales that define childhood imagination are now readily available to all that seek them. Previously, if a child did not have any storytellers in their family or, let’s say, their village- then they may never have heard certain tales that other like-aged children would. This is just simply not a problem anymore, and is a testament to the benefits of mass printing fairy tales- though one would still be wise to realize what has been lost in the process. The commercialization of fairy tales has removed the role of the storyteller which directly affects the ability of fairy tales to be modified by the storyteller to reflect current socio-trends and concerns as they once did. Fairy tales are now sometimes referred to as “timeless...
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...tragic ending, but when the film is finished it stars Bruce Willis and Julia Roberts and has a typical happy ending. When the character Bonnie talks to the screenwriter who had pitched the film about how it had strayed from his original vision, he responds by saying that the film would sell better this way. So the Hollywood presented in The Player is reflective of Hollywood in the real world, in a sense that film is a unique kind of art that can’t hold integrity because it is something that must be marketed and sold to a massive audience in order to be successful and make it’s creators rich. It is interesting to me that the textbook describes the marketing of The Player as using high concept, describing it as a “kind of a psychic political thriller with a heart”(page 48), to sell the film which is criticizing the promotion and marketing of films in a comedic...
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...You are here: Home / Transmedia Storytelling / Case Study Example: The Three Little Pigs Case Study Example: The Three Little Pigs If the Three Little Pigs were told as a transmedia story it might be designed like this: The basic story would be told in an anchoring medium, such as a novel, TV show, or film. The wolf has a companion website would give us opportunities to learn more him, the path that led the wolf to his current antisocial tendencies, and give us a glimpse of his inner genius, such as showing his mathematical schematics of the impact of wind velocity on the materials of straw, sticks and bricks. We would also be able to find maps of the turnip field, apple tree, local market and County Fair and strategic attack positions. We would follow the wolf as he plots and adjusts his plans at each volley by the pigs. On a Ning network, Wolf supporters form Team Wolf and contribute strategy, information, additional maps, and alternate endings and plot developments. On a blog, the first little pig details the family history, his paranoid suspicions of a dark figure lurking about his house that led to the pigs decision to live apart rather than together. An Anime comic takes fans on the first little pig’s visions of a pig super hero saving the world and avenging evil as personified by wolves. The second little pig Tweets his chronicle, seeking advice on sustainable building materials and the relative merits of straw and sticks from other Twitterers, and relaying breaking...
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...meet this end. No aspect is being overlooked and no stone left unturned. It is all about communicating with the potential clients. The better you communicate, better are your prospects of getting sold. This is the sole philosophy of internet marketing, getting heard and getting seen. If you are in corporate business world, nothing can build your rapport, fetch you traffic and get you sales like...
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...Development Plan for Blanc de Chine To: Lisa Liu, Vice CEO, Blanc de Chine Prepared by: Xiaoxi Zeng Submitted: 9 December 2014 Subject: Recommended strategy to for Blanc de Chine to enhance competitiveness Executive Summary: Luxury brand is regarded as the highest level of prestigious brand. Researchers underscore its intangible value and psychological value, for example: conspicuous value, society value, quality value and uniqueness value. Fashion always associates and integrates the past and the future. Blanc de Chine devoted itself into translating the past Chinese cultural value into modern fashion. Making a comparison among famous luxury brands, we can conclude that even though those companies use different adverting methods, they all try to broadcast their brand culture and concept. Their advertising objectives is in consistent with the researchers’ study. Therefore, the company can make a good use of its Chinese culture background to gain loyal customers. This paper provides with three detailed recommendations: a, culture exploring; b, establishing culture display platform; c, event advertising. Blanc de Chine should make full use of their products’ cultural value and advertise their concept by appropriate methods to gain loyal customer and enhance competitiveness. Table of Contents: I. Introduction and Background.........................................
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...Design/methodology/approach – Marketing and consumer behaviour studies often apply narrative analysis to understand consumption. The consumer is a source of introspective narratives that are studied by scholars. However, consumption has a narrative nature in itself and consumers are also storytellers. YouTube is a new context in which subjects tell stories to an audience through self-made videos and re-edited TV programs. After defining the pros and cons of different approaches to the study of YouTube, narrative analysis is presented as a possible means of understanding YouTube. Findings – Some preliminary evidence is presented by discussing several YouTube videos. These indicate that YouTube content can be better understood as stories, rather than example of other approaches, such as visual analysis, media studies, videography, and others. Research limitations/implications – From the analysis conducted, preliminary managerial implications can be drawn. It seems unlikely that normal TV broadcasters will be substituted by YouTube videos. For the most part, YouTube content draws its sense and shared meaning from the major TV shows and series. The discursive nature of YouTube is also an indication of how to deal with this new medium as a company or researcher. Originality/value – The paper is an attempt to open up new applications of interpretive market research in the form of narrative analysis. It explores a new context that is gaining relevance in both the marketing literature and...
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...governing Iron Throne, and, with a complete broadcast of three seasons, the result has led TV critics to hail the show as one of the pinnacles of quality television narrative [21]. The show has also obtained an exceptionally broad and international fandom. The series has won numerous awards and nominations. It is the most recent big-budget media franchise to have contributed to the popularity of epic fantasy genre in mainstream TV. This essay will analyze the transmedia storytelling strategies applied to promote the TV series Game of Thrones. Transmedia storytelling is understood as a story told throughout numerous media platforms, with special content pointing back to the main narrative, working as a potential new audience entry-point. ―In which way transmedia storytelling is involved in Game of Thrones commercial success?‖ is the research question proposed. To answer this question, I intend to refer to the concepts of paratexts in relation to core text, as it is essential for transmedia storytelling. It is worth mentioning here...
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...THE WALT DISNEY COMPANY Organizational Case Study Callie Unruh MGT6145 December 14, 2012 WALT DISNEY COMPANY It’s not just Disneyland! OUTLINE Introduction and Overview Internal Assessment External Assessment Strategy Implementation and Financing Conclusion MISSION AND VISION "The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world." INTERNAL ASSESSMENT FINANCES Ratio 2008 2007 Current Ratio 1.0 0.99 Gross Profit Margin 0.20 0.19 Return on Stockholder Equity 1.36 1.52 Sales 7% 5% ORGANIZATIONAL STRUCTURE Walt Disney Company Disney Consumer Products • • • • • • Disney Hard Lines Disney Soft Lines Disney Toys Disney Publishing Disney Press Disney Editions Studio Entertainment Walt Disney Pictures Miramax Films Buena Vista Home Entertainment • Buena Vista Theatrical Productions • Walt Disney Records • Buena Vista Records • Hollywood Records • Lyric Street Studios • Pixar Studios • • • Source: David, F (2011). Strategic Management. Parks and Resorts • • • • • • • Walt Disney World Disneyland Tokyo Disney Disneyland Paris Hong...
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...http://usa.onlinenigeria.com/money/50577-daniel-burrus-the-future-of-advertising-sales-it-s-all-about-integration.html Daniel Burrus: The Future of Advertising Sales -- It's all About Integration One of the reasons ad dollars are falling for newspapers, as well as traditional media, is that they don't fully understand the new realities of marketing. Two key shifts are taking place that media companies can no longer ignore. First, media and marketing have always been about storytelling. Advertisers have a story to tell, and the media is there to help tell it. Today, however, media and marketing go beyond mere storytelling; now it's about storytelling and dialogue. That's why social media's so popular. It's not about the word "media"; it's about the word "social." Unfortunately, we have community newspapers, television, radio, and news programs that are failing to build community through activity, engagement, and dialogue. Yes, they have a website, but for the most part they are static sites that are not engaging. So in order to move forward, big media needs to focus not just on the story, but also on the dialogue. When you add dialogue, you're moving from the information age (where so many media companies started) to the communication age (where the audience is now). Second, when we look at our traditional media players that are trying to sell advertising, they are still using the old model of media-specific ads: Radio ads just for radio, TV ads just for TV, and print ads just...
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...digital media content for their clients. Over time, Mekanism evolved into a creative production company with expertise in making content go viral. Between the years of 2008 and 2010, using its storytelling creative approach coupled with a multifaceted social-media distribution system, Mekanism proved to be successful in many viral campaigns. With consumers’ ability to skip ads and the changing media landscape, more-and-more clients seemed willing to take a chance with viral advertising. Viral marketing was initially sought out by small advertisers, because of its promise to reach millions of consumers quickly and cheaply. After seeing the success of viral marketing, major advertisers began to use this promotional tool. As Mekanism began taking in business from big-name brands like Pepsi, Nike, and Microsoft, the company started to flourish, experiencing 32% year-over-year average growth from 2007 to 2010. Yet in 2010, the firm only grew 10% in billings with fewer new clients signing on with the company. This lack of potential growth made it apparent that Mekanism needed change. In order to sustain the growth of their company and fend off competition, upper management needs to define their next step. Should they stay with what is working, and mainly focus on viral marketing, or should they embrace other traditional content and media, effectively becoming a full service-advertising agency? Viral advertising is how Mekanism differentiates itself from other competitors...
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