The summer of 1980 was a terrible time to own a hair salon on Sydney’s Queen Street. The mile long suburban street had over twenty salons to choose from, and haircuts that were once $20, had been steadily knocked down a dollar at a time by each salon in turn.
The first salon to discount started doing cuts for $19, and very quickly every salon on the street was advertising $12 haircuts just to compete and stay open.
The situation was desperate, and many businesses were going to the wall for want of a better solution. Apart from one smart salon owner who created a big sign to put in his window which simply read:
WE FIX $12 HAIRCUTS.
You don’t have to tell the same story as everyone else. You actually get to choose.
Some had commented that the infographic that was posted on my Scoop.it page was hard to read. Apologies. This is now downloadable at http://bit.ly/PAveas
A brand is like the lead character of its own story. And like any story character, brands have values and beliefs that become associated with them through their actions. The challenge for marketers is to characterize their brands first before...
"There is no doubt that the Internet has revolutionised how we all shop. We’ve kissed goodbye to the endless stress and queues, opting instead to spend our hard-earned cash from the comfort of our own armchairs."
Several recent experiences inspired me to write this post. Stories are one of the most powerful ways to communicate an idea, yet they’re underused. Why? One of the biggest hurdles to sharing stories professionally is self-imposed. I’m going to call it “Story Humility” for lack of a better term. (If anyone could suggest another phrase, let me know.)
Some of the most engaging and inspiring stories remain unheard, because the story owner believes that no one else would be interested. There certainly may be other reasons that great stories aren’t retold, such as privacy and confidentiality. But this post is all about plain old-fashioned humility. Ironically, some of the most heroic people I know have very modest personalities. Isn’t it in the nature of a hero to be humble?
Directing digital storytelling means nothing more or less then attempting to build a conversation in time. In such a way that you control this conversation, to the extent possible in this virtual world. Hence the three pillars of Digital Storytelling.
TV is changing, in the last few months I have seen much more dynamic adverts wanting you to participate with browser based games or that of the browser itself.
The big players of search are battling out with new commercials trying to gain interest and promote awareness. The browser story war is in full swing, what sides are there? Microsoft V Google.
These promotional browser commercials used to drive usage. Drawing and retaining new users to browsers rather than to actually sell products or services, in the traditional way. As well as being quite surprisingly entertaining on a level that quite frankly that most product orientated commercials have failed to do.
Google jumped off with a big push for Google Chrome, showcasing a success story of Jamal Edwards the founder of SBTV.
Some time later after Google has put out a couple of commercials, we see Microsoft outputting a video commercial. I say video because its beyond TV we see these Ads. Sometimes just before YouTube videos (even Microsoft’s IE one!). And why shouldn’t we? It is a video format nothing should be kept for one viewing platform. Should we have to watch a compulsory 15+ second
commercial? That’s another question.
Then came the question, Who is winning the browser story wars?
Growing up I loved playing war games. Back then we didn't have technology to aid our imagination but the experience was there nonetheless. The storyline was whatever we wanted it to be; amazing memories!
Why did I reminisce? Gaming and storytelling are ingrained in all of us from childhood; we respond well to them.
Computer games promise the potential to move beyond this strictly linear form by offering stories that interact with the player, allowing them to participate in the decisions or actions that shape the narrative.
Research consultancy, Latitude, has come up with a framework that helps businesses tell their story across multiple media channels. The four i’s of storytelling (immersion, interactivity, integration, and impact) is their transmedia approach to content marketing.
Social media, apps, tablets, and televisions… all these technologies have become increasingly integrated. But technology isn’t the only thing that has evolved. Technology users evolved too.
The more possibilities there are available to users, the more demanding users become. Online users’ expectations about what constitutes good content have changed over time, a fact that business website owners shouldn’t ignore.
Just as every B2B company stakes a claim to a market position, each of them has a story to share. The challenge is in figuring out how to share that story in a way that aligns with the needs and priorities of prospects and customers. But, it’s not just sharing the story. It’s about making the story so compelling that it elevates perceptions of value and urgency resulting in more qualified leads and faster purchasing momentum.