For a long while I thought about marketing as wordsmithing – putting an abstract idea into a sentence, picking just the right words. But then things started to change – less text please, more graphics – we’d rather see it than read it. This year more than ever, visual content is going mainstream.
Here are 5 creative ideas gathered from other companies who are effectively using visuals in their marketing and gaining more business.
The author of this article, Iris Shoor, didn't just list the typical ways to do visual storytelling -- Pinterest, Instagram, infographics, photos. She instead found companies who were using visuals in creative ways that you can also do. Read the article for her examples and tips.
I hope your reaction to this article is, "Oh yeah, cool idea!" or "Oh yeah, I forgot to do that last time!" It should get your creative juices flowing.
A quick reminder -- visual storytelling is often simply about triggering stories within your reader's minds or allowing them to connect your visual to a story in their brains. This often allows them to create a new yet familiar (and hopefully positive) story about your product/service/brand. That's a good thing!
"It’s probably too early to select the “catchphrase of 2012,” but as an early front-runner you’d have to go with Storytelling."
I love this article because it's straight talk about biz storytelling. My favorite quote from this article is: "In the world of sales, the idea of Storytelling is often little more than a sophisticated way to say 'pitching.' We go to great lengths improve the way we tell our story." Ugghhh.
But then the author says, " Truth is, the only story customers want to hear is their own."
He then explains more about how businesses need to tell their customers stories and avoid telling the wrong story. It's a great quick read! Enjoy the insights.
Robin Good: If you still think that there's no better way to promote your product and services other than via banner ads and traditional "broadcast"-type marketing approaches, think again. Data and research studies now confirm what many have been saying for a long time.
Traditionally advertising, PR and marketing as you know them, are working less and less.
From the original article on HBR: "Traditional marketing — including advertising, public relations, branding and corporate communications — is dead.
Many people in traditional marketing roles and organizations may not realize they're operating within a dead paradigm. But they are. The evidence is clear.
First, buyers are no longer paying much attention. Several studies have confirmed that in the "buyer's decision journey," traditional marketing communications just aren't relevant."
But if it is true that traditional marketing is dead, what will replace it?
"There's a lot of speculation about what will replace this broken model — a sense that we're only getting a few glimpses of the future of marketing on the margins.
Actually, we already know in great detail what the new model of marketing will look like. It's already in place in a number of organizations."
The solution pivots around four key points:
1. Restore community marketing.
2. Find your customer influencers.
3. Help them build social capital.
4. Get your customer advocates involved in the solution you provide.
And you can read more what are the key characterizing trait of this new model by reading the full article.
We’ve all heard the old saw that “one death is a tragedy, a million deaths a statistic.” It’s the guiding principle of public relations for those engaged in building support for humanitarian causes.
This article is about several issues facing journalists. How is this relevant to nonprofit storytelling or social cause marketing a business might be doing?
Because of 'compassion fatigue.' The article asks how to deal with it. As the author says, "Heart-rending anecdotes are like heroin—the first leads to more and more hair-raising anecdotes. How do we continue to move or inspire audiences subject to an endless parade of woe? (With worse woe?)"
Here are a few solutions:
Make sure the parade of woe is part of a complete story arc where negative emotions are transformed into hope or other positive emotions. Make sure you include a call to action -- simple ways for people to participate to combat the overwhelm (and it doesn't have to be about donating) If you want to go even deeper, have the narrator share his/her take-away from the experience or how the experience has changed them, taught them something, or provided some insight.
Now journalists cannot incorporate all of the suggestions above. But a nonprofit or business can. I hope these ideas help!
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