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“No Story, No Glory”FUTURELAB
Alain Thys
How do we go from imposing ourselves to being embraced?
The $200 billion question
(*) 2012 Global TV advertising forecast = $202bn, Zenith Optimedia December 2010
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Can we get people to hit pause instead of fast forward
Or being even more ambitious
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I don’t have all the answers, but I’m willing to look for them.
#ChangeMarketing:
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5 Suggestionsfrom the world of storytelling
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Brands, agencies and TV stations need to develop a new approach
They will require co-operation
Especially if they stopped making sense
Orthodoxies will need to be challenged
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But considering the prize, the effort is worth itWhat if consumers embraced our messages willingly?
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Suggestion #1
Take your time
Only a genius can tell a story in 30 seconds or less.
For Sale: Baby shoes, never worn
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Let’s face it:
Case: Titanic is a great story, but
It just isn’t the same in 30 seconds
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http://www.angryalien.com/0604/titanicbunnies.html
We will continue with this programme after these important messages.
So why do we hurry? Where did the 30 second spot come from?
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Orthodoxy alert
Pat Weaver& Leonard Lavin
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Orthodoxy alert
As advertising industrialised, the logic became entrenched in the system
What if?The 30 second orthodoxy didn’t exist?You had the time you needed to tell the story?
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http://www.youtube.com/watch?v=BMjoEFyWn8w
Suggestion #1
Make sure you have the time you need to tell your story
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Suggestion #2
Consider context
• Who is my audience ?• Why are they coming ?• What is on their mind ?
Every storyteller asks:
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If you forget to ask them,
Things go wrong
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Some time ago, my son and I had the house to ourselves
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“YEAEEEH!!”
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Don’t worry Mrs. Thys, I’ll take care of your boys.
Movie NightMinimum effort, maximum explosions
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We had it sorted
+ + =
OMG Will’s in trouble, how will he EVER get out of this car chase alive ???
On the edge of our seats
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Time for some important messages on the benefits of well-fitting female hygiene products.
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What’s wrong with this picture?
+ + +
2 guys Will Smith Popcorn Female hygiene
Impact requires context
Yesterday’s homogeneous audience has fragmented into hundreds of subsets.
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Context effects are more pronounced for TVContext effects more pronounced in interrupting than shoulder blocks
Positive valenced context improves ad effectiveness
Marketing Communications, A European Perspective 3rd Edition, P. De Pelsmacker; Maggie Geuens and Joeri Van den Bergh, FT Prentice-Hall, 2007, p. 247
Impact requires context
Today’s fragmented audience makes context more important than ever (Mediapost, March 2011)
Some remarkable practices
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Suggestion #2
Don’t just plan based on (average) numbers.
Make sure your creativity matches the context of the programme.
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Suggestion #3
Be meaningful
Once upon a time, advertising content mattered to us
Orthodoxy alert:
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The bath tub is fullToday
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The commercial messages we once welcomed, lost their appeal.
Share of voice
has become
Share of noise
Imag
e: (
c) A
dam
boot
h
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As we move on and our interests change, so does their story
Great storytellers continuously adapt their message
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They anticipate with plot-twists and different formats
If we risk tuning out, they don’t shout louder
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Luke, I am your father.
If I give you 30” of my life, what are you offering me in return?
Don’t be a GRP addict, yet find new ways to give your ads meaning
Suggestion #3
Plan for reach, but aim for impact.
Talk about things that have real meaning to your audience.
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Suggestion #4
Invite the audience
Great storytellers
Invite audiences to sit down and listen
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Try to catch our attention while we’re doing something else
Advertisements
Remember the soaps?
Invite audiences
to cometo you
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Encourage channels to come up with quality product shows
Join forces with your audience’s favourite storytellers
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Consider product placement that fits the narrative
Join forces with your audience’s favourite storytellers
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Leverage the webisode concept to digital TV
Or invite them to listen to a story you craft yourself
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Suggestion #4
Invite your audience to sit down
and give you their undivided attention
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Suggestion #5
Go Transmedia
Every story seeks to share itselfIf it doesn’t spread, it’s dead (H.Jenkins)
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This is proven by developments in social TVLive television brings unites whole tribes on Twitter, Facebook, etc.
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Many brands would like to center these conversations on themLeverage promoters, create positive WOM, “buzz.
But there’s just so little to talk about
What can you say about this?
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http://www.youtube.com/watch?v=pnfHDp19k5s
Source: http://farisyakob.typepad.com/blog/2006/10/transmedia_plan.html
We all see the same content = no conversation value
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Media neutrality (simplified)A single idea iterated across all touchpoints
Tell me a storythat makes my conversations more interesting
If you want me to talk about you.
This requires remarkable contentConsider this classic from 2004
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http://www.youtube.com/watch?v=toD0WzAbb3I
• Six seasons on TV (144 episodes)• Online & mobile episodes• Season prequels • 5 graphic novels• Games (mobile, boardgame, online, trading card)• 11 Paperback novels• Series of companion books • Action figures• Feature film (upcoming)• Massive amounts of web & fan content
But one story doesn’t cut it in the fragmented mediascape
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Transmedia storytellers create multiple entrypoints to the same story
FUTURELAB Transmedia planning (oversimplified)Multiple representations of a story across ≠ touchpoints
Source: http://farisyakob.typepad.com/blog/2006/10/transmedia_plan.html
We can all see different content and are part of the conversation
How Nokia got its Emmy nomination
Imagine adding TV to the mix
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Suggestion #5
Use Transmedia planning to:
• capture attention across channels,• drive conversations, • make people part of the story
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Summary
# 1 Take your time
# 2 Consider context
# 3 Be meaningful
# 4 Invite the audience
# 5 Go transmedia
A final thoughtFUTURELAB
A final thought
Storytelling is a craft
“it takes 10,000 hours of practice to become a genius”
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Learn by doing
Set up brand-agency-media dialoguesExperiment in story and medialabsInvolve architects/puppetmasters
Try out new planning systemsCall me
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And above all, adopt a mindset to only create ads
That your audience would embrace
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Start a conversation
Alain Thys
www.futurelab.net www.alainthys.com
Twitter: @FLB_alainthys
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