fashion & motion: telling your story through film_ljfff
DESCRIPTION
Session focused on basics of branding and telling your brand story via film/video. Felena Hanson (Persepective Marketing) and Bekah Christie (Emota) presented this during the La Jolla Film Fashion Festival. @felenahanson @bekahchristieTRANSCRIPT
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Company Name
Fashion in Motion: Telling Your Story Through Film
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+Introductions
Bekah Christie pioneer/entrepreneur video, film, motion, imagery Christie Media 2009 Emota 2010 Purpose to contaminate the digital world with positive messages
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+Introductions
Felena Hanson 15 years experience Perspective Marketing Collaboration expert / builds
community Fashion Institute of Design &
Merchandising Ladies Who Launch, San Diego
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+Overview
New Rules of Marketing
Tell Your Story
CGC
DIY or NOT
Collaboration
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+Our Goals
Inspire Empower Challenge
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“IT’S NOT WHAT YOU
SAY IT IS…
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…IT’S WHAT THEY SAY IT IS”
The Brand Gap: How to Bridge the Distance Between Business Strategy and Design, - Neumeier
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+What do consumers expect from you?
1. To be inspired2. To be engaged3. To be entertained
Branded entertainment / Advertainment
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+The New Rules of Marketing
1. Tell a compelling story2. Engage a market who cares3. Listen to their stories4. Enlist brand evangelists to tell your
story5. Create raving fans6. Stay in front of them
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“CREATIVITY IS WHAT GIVES BRANDS THEIR
TRACTION IN THE MARKETPLACE”
The Brand Gap: How to Bridge the Distance Between Business Strategy and Design, - Neumeier
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+All Marketers are Liars – Tell Stories
All Marketers Are Liars: Tell Stories - Godin
The Story of TOMS Shoes
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+Toms has 296,911 evangelists
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+Engage a Market – build tribes
Seth Godin on Starting a Tribe
Tribes - Godin
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+ Seth godin has several hundred thousand blog subscribers
Seth Godin has written 12 bestsellers that have been translated into 33 languages
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+TELL YOUR STORY What is it?
Your story vs. your perception of your story Airplane Ex Simplify/Genuine/Authentic/Behind the scenes Listening
Tell the designers story? Garment’s story? Gordana Ex Nike Tagline Ex
Connect with your audience/with their hearts Audio & Visual (Radio spot ex, SFX) Emotions
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+Benefits of motion
Quick to reach a broad audience
Video/Film is accessible Becoming more cost effective
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+Fashion & Motion Examples
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+Fashion & Motion Examples
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+Fashion & Motion Examples
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+The Rise of Consumer generated content
“More than 40% of marketers in the US plan on asking their consumers to create content for ad campaigns.” [Contests, campaigns, etc] -Forrester Research
CGC allows marketers to get direct feedback from their users bringing them closer to understanding what it is they would like to see from the company and brand.
Don’t be afraid, engage it, encourage.
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+How to Engage CGC
If you solicit CGC = tie back into your brand story.
Meaningful/Cause driven: AARP Example
Not just talking about your brand, but cross-promoting w/a cause.
Collaboration
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+CGC Examples
Domino's Ex Reported last month that Q4 profits
rose to $23.6 million–more than double last year’s figure.
AARP
Anthropologie Shopping Trip
Norway Band
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+Collaborate with what you love
Entertainment: Musicians/Performers/DJ’s
Visual Arts: Graffiti/Fine Arts Film Makers/Actors/Models Hair/Make Up Artists Crafts/DIY Events Non-profits/Charities/CausesCafes/Restaurants/Bars/Interesting
Locations
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+
When to DIY and when to not?
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+Collaboration
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+Collaboration
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+DISTRIBUTION
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+Summary
New Rules of Marketing
Tell Your Story
CGC
DIY or NOT
Collaboration
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+Questions
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+Resources
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+
Flip Cam starting off at $150 HD, No Mic Plug-In
Kodak Zi8 starting off at $150 HD, Mic Plug-In
Extremely Cost Effective: Still Camera at home that also does video
CAMERAS
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+Lighting
Extremely important
Example of poor lighting Backlight or window backgrounds
Tips on best, yet simple lighting schemes Home Depot, Target, Wal-Mart
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+
Extremely important
Poor audio: Be aware… Tile floors or empty rooms (echo!) Clothing covering mic
Tips on best, yet simple audio equipment Lavs, $20 Built-In Mics
Best Buy, Target, Wal-Mart, Craigslist
AUDIO
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+
Tripod
Ear Phones
External microphone jack
HD is not required for web but it’s nice
Additional items:
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+
Free software is fine Mac iMovie Windows Movie Maker
Advanced Final Cut Pro Adobe Avid
Time consuming
editing