what is "transmedia storytelling for brands"?

“Transmedia Storytelling for Brands”

Presented by Alexandra LehmannSocial Media, Advertising, & Integrated Marketing

Ancell School of Business, Western Connecticut State University November 18, 2013

Our challenge as marketers and service providers in the “Information Economy”

“…’paying for things’ is a quaint, discredited old 20th century custom…[…] “Content” used in its current context is a contemptuous coinage predicated on the assumption that it’s the delivery system that matters, relegating what used to be called “art” to the status of filler, stuff to stick between banner ads…[…].”

-Tim Kreider, The New York Times, 11/8/13

B R A N D

• How customers THINK & FEEL about a product or service

• Emotion

• Stories inspire

and evoke feelings.

Unforgettable. Help us to

understand information.

Good stories are

character-driven.

What is brand equity?

A brand’s power derived from the goodwill and name recognition that it has earned over time, which translates into higher

• Sales volume• Higher profit margins

against competing brands.

BRAND BUILDING

Thought leaders of Convergence Culture or Participatory/Immersive Transmedia

Storytelling

• Henry Jenkins• Robert Pratten• Jeff Gomez, Starlight Runner

“The power [of a brand] increases when multiple media platforms are used to convey its story [unique sales proposition, values, etc.] in personal, emotional and immediate ways.”

What is transmedia?

• https://www.youtube.com/watch?v=fOf7T7GYnNY

• Video by RWMC, Australia

HTTP://WORLDSBESTCASESTUDIES.COM/SAVE-THE-CHILDREN-EVERY-BEAT-MATTERS/

For Save the Children by BBDO New York

The Brand’s Story

• Who - Protagonist/Hero• What – What is his/her basic desire?• What emotions does brand represent?• Where/When - Setting• Why – does this story need to be told?

• Conflict• Transformation

ENGAGEMENT• Lurkers

• Readers – Click Throughers

• Commenters

• Sharers

What is this story about?What feelings are evoked?

Who -Professional job trainer for sales people

What – teaches salespeople not to give up; to persevere, to see the value of practice & preparation

Brand represents hope for improvement

“Power through Reinforcement”

Where/When

on

the gc and

job.

Live Event!Yes, we crave eye-to-eye contact (vs. eyeballs)

September 18, 2013

Carmel, New York

What it Takes to Win

 When Bret Dunbar stepped on the course he realized that his chances of winning weren't that great. He had looked at the talent in the Danbury Chamber's Ninth Annual Tournament and having played the game for a long time, he knew that a perfect drive down the fairway just doesn't happen.  "I will find my swing the day of a tournament only if I've been working consistently on my game to make it better," Bret shared confidently at the nineteenth hole after he hit his personal best. "Any kind of behavioral change - whether improving a back swing or a close ratio in sales - occurs incrementally and not without practice, preparation and coaching."  The over hundred players who played at the Centennial Golf Course in September are invested in an extremely difficult game. Most experts estimate that it takes an average player six years of regular play and weekly golf lessons to achieve pars, birdies and if luck is on your side, eagles.  It's not just a sport, it's a second job. How does one get better for a business tournament when time is such a scarcity?  Preparation is one thing.  The Director of Golf at the Centennial reveals two secrets about the course. 

The 

narr

ative

(sto

ry)

What part of the story does this audienceneed or want to know?

Sandler Training (Bret) teaches that preparation is the key to success.

These golfers can learn the annual charity golf course’s toughest holes so they can do better

next year.

Learn the Secret (go to the next media):

http://lehmannandlehmann.com/golfcourseintel/

B R A N D = “Bret/Sandler Training helps me to be a better salesperson. Make more money. Buy more

things. Help more people. Etc..”

Emotion:

self-fulfillment/live your dream

and/or see the fun of just being in the game.

Go to Flickr Page and check out pictures of colleagues and friends.

Click Through Rate & Calls-to-Action

Email

Live Event

Social MediaWebsite

Measure for Conversion (achieving your objective)

listen@lehmannandlehmann.com

What is the ROI?