how to consistently create unforgettable content for marketing using improv comedy

#CMC16

Content Marketing Conference 2016

How to Consistently Create Unforgettable Content.. With Techniques from Improv Comedy

@kathyklotzguest

Kathy Klotz-Guest, Storyteller, comedian [email protected] @kathyklotzguest

All rights reserved. 2016

SPONSORED BY YOUR INNER CHILD: This is Kathy’s 5 year-old self

@kathyklotzguest

keepingithuman Image source: Kathy Klotz-‐Guest @kathyklotzguest


Improv is about Playfulness and Creativity

Image source: Andrew Magill

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Why Improv Comedy?

All rights reserved 2015. Klotz-‐Guest @kathyklotzguest

Example: Allstate’s ‘Mayhem’ @kathyklotzguest


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Image source: Allstate Youtube video screen capture


Adobe Marketing Cloud: The Launch

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Image source: YouTube Screen Capture from video

All rights reserved 2015. Klotz-‐Guest

Smart Phone: Put to Other Uses

All rights reserved. 2016 keepingithuman @kathyklotzguest


“Yes, and: You don’t have to marry the idea. Just take it out for a few drinks.”

by @kathyklotzguest

keepingithuman

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All rights reserved 2015. Klotz-‐Guest

unexpected, incongrui>es,

clash of contexts

All rights reserved. 2016 Image source: Michael Russell, CC 2.0

Contrast 2

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@kathyklotzguest

EXAMPLES


Image source: Sprint.com Image source: Humane Society of Silicon Valley

Image source: Humane Society of Silicon Valley

Image source: Screen Capture Snickers Commercial on YouTube

keepingithuman @kathyklotzguest


Fish Out of Water

Take Your Company’s Main Product Put It In A Different Time Period What would people do with it?

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Take 3 minutes

All rights reserved 2015. Klotz-‐Guest @kathyklotzguest


Mash-Ups! 3

@kathyklotzguest Image source: Kathy Klotz-‐Guest keepingithuman

Combine Things

Your Turn! Pick an object or a passion. Get in pairs. Combine Your two ideas into as many new things as you can!



Status / Role Reversal


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Image Source: Screen capture “Girl in a Country Song” video @kathyklotzguest All rights reserved 2015. Klotz-‐Guest

What if Kids Talked Like Adults?

keepingithuman @kathyklotzguest All rights reserved. 2016

LinkedIn: #Describemyjobtoa5yearold


@kathyklotzguest

Image source: LinkedIn.com YouTube video screen capture keepingithuman

Your Turn: Getting Started


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Have customers or kids explain your product in their words Have executives switch places with customers or employees

Reverse / Upside Down 5

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Make Your Partner Look Good


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Source: graPsphotography.com

@kathyklotzguest

CONTENT EXAMPLES Co-‐Created, User-‐Generated, or Focused on User Lay’s Go-‐Pro Red Bull Jones Soda Cisco (Fast Innova=on & Slow Waiter) IBM (Smarter Planet) Salesforce (Dreamforce)

All rights reserved. 2016 keepingithuman

Image sources: Lays.com, Jonessoda.com (screen capture), GoPro.com

@kathyklotzguest

Kathy Klotz-‐Guest [email protected] @kathyklotzguest My Book…

Keeping In Touch!

K e e p i n g i t h u m a n . c o m

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Thank You!


“ “#CMC16

“Stop Boring Me! Improv-Powered Techniques to Create Kick-ass, Engaging Marketing Content” Book will be available end of July

[email protected] Enter subject “book chapter.” You’ll be on the free newsletter and get a free book chapter

@kathyklotzguest

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ail:
