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It's About Your Story, Not Your Stuff

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Grand Canyon University
Grand Canyon University

When it comes to launching a product or company, people don't want to to hear about your stuff, they want to hear your story. As Bill Bernbach once said, "You cannot sell a man who isn't listening," and stories create engagement and buzz. Marco Ceglie and Brian Critchfield present to Phoenix Startup Week 6 tips for creating a great story.

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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 Bernbach Founder, DDB Advertising 1911-1982
“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
Follow me: @mkoshark @bcritchfield Email: marco@marcoceglie.com brian@navelmarketing.com

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It's About Your Story, Not Your Stuff

  • 1. It’s About Your Story, Not Your Stuff Marco Ceglie Brian Critchfield
  • 3. 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
  • 4. 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
  • 5. “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 Bernbach Founder, DDB Advertising 1911-1982
  • 6.
  • 7.
  • 8.
  • 11. Storytelling 101 It’s not about the FACTS It’s all about the STORY
  • 12. What Makes for a Great Story •Central Conflict •Dramatic Unfolding •Heroes & Villains •An Outcome That Matters •The Stage •A Cause
  • 13. How To Create a Cause
  • 14.
  • 15.
  • 16. 1950s World’s Top Cleansing Brand Obsession With Beauty image source: Flickr CC Laura Lewis 2001 2002 2003 2004 Declining Sales
  • 17. 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
  • 18. Dove’s Mission: “to rebuild women’s self-esteem, challenge beauty stereotypes, and redefine beauty standards”
  • 19.
  • 20. • 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
  • 21.
  • 23. Results 2% in one month 700% in Europe in 6 months Double Digits in Q1 & Q2 2005
  • 24. “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
  • 25. - Feb 19, 2015
  • 26. The Pen Versus the Lens Visual Content is shared 3x as much as written content Written content is better for search engine placement
  • 27. 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.
  • 28. 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
  • 29. Follow me: @mkoshark @bcritchfield Email: marco@marcoceglie.com brian@navelmarketing.com

Editor's Notes

  1. http://www.submitdigital.com/wp-content/uploads/2011/10/panda-tattoo-10.png http://2.bp.blogspot.com/-JhJDv0WoHBM/T_wDiiiFUhI/AAAAAAAAABc/e4ie77kiEcA/s1600/google-penguin.png http://www.jasongiroux.com/wp-content/uploads/2013/11/g_hb.png
  2. https://flic.kr/p/bxgyQe