commit – getting complex messages across
TRANSCRIPT
Getting complex messages across
Kick-off COMMIT – March 21th 2012
Empathy, simplicity and storytelling.
Using basic marketing techniques to
connect to any audience.
Agenda
10:00 Introduction
10:10 Workshop
10:40 Conclusions
10:50 End
Empathy
(Relevance)
Know who you are talking to
Understand what makes them tick
Speak their language
Empathy 1. Know who you
are talking to.
2. Understand what makes them tick.
3. Speak their language.
Simplicity
(Understanding)
Capture the essence
Define your key message
Create meaningful chunks
Empathy 1. Know who you
are talking to.
2. Understand what makes them tick.
3. Speak their language.
Simplicity 4. Capture the
essence.
5. Define your key message.
6. Make meaningful chunks.
Storytelling
(Engagement)
Include a sense of urgency
Find the best expression
Work towards a plot
Empathy 1. Know who you
are talking to.
2. Understand what makes them tick.
3. Speak their language.
Simplicity 4. Capture the
essence.
5. Define your key message.
6. Make meaningful chunks.
Storytelling 7. Include a sense of
urgency.
8. Find the best expression.
9. Work towards a plot.
Workshop
1. Create groups of three.
2. Pick one research project or idea to explain.
3. Choose your audience (one of the personas).
4. Together develop the communication.
5. Use a single flip over sheet for the final version.
6. Select the presenter.
7. Prepare a two minutes presentation.
De Commit persona’s zijn:
Algemeen belang partner afnemer peers
de politicus de product ontwikkelaar
de innovatie manager
de onderzoeker
Ellen Common interest
Michael Partner
Frits Consumer
Peggy Peers
Politician Product developer
Innovation manager
Researcher
Commit personas.
Thank you!
Strategy Director @LBi Netherlands