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Why Marketing should care
about Entertainment
Brought to you by
On October 27, 1994, Jack Stuart was walking in the park next to his
home when he was unexpectedly hit on the head with a ...
Last year, Jack landed in
hospital after a mob of over
700 people brutally
attacked him with banners.
When interviewed Jack said
these unprovoked attacks
happen on a daily basis not
just to him but to
everyone visiting the p...
Today Jack goes out
prepared. He is protected
by … an ad blocker.
We are bombarded on by between 300 – 700 marketing messages per day.
In response UK ad blocking grew by 82% to reach 12 million active users in 12 months up to June 2015.
One of the main reasons
cited were that adverts are
interruptive and annoying.
However, we are not here
to talk about how annoying
ads can be but about one of
the key messages
consumers are sending
mar...
we don’t appreciate you
spoiling our online
experiences.
Our brains are wired to better remember stories as opposed to data, facts, and figures.
A marketing
researcher asked students
in her class to make a 1-
minute pitch.
Most of the students stuck
to traditional pitch
elements, such as facts and
figures, but a few of them
used a story within...
The professor then asked
the class to write down
everything they
remembered about each
pitch: 5 percent of students
cited ...
Whatever business you are
in, you also need to be in
the business of
entertainment.
Jane Alison wanted buy a
new Accountant for her
business
With easy access to the
marketplace she had
hundreds of options to
choose from.
The question marketers
would like to know is: why
did she choose to buy
Eddy?
Functional MRI
neuroimagery shows that,
when evaluating brands,
the primary driver is how
the brand makes a person
feel ra...
Research conducted by the
Advertising Research
Foundation concluded that
the emotion of “likeability” is
the measure most
...
Jane chose Eddy because
of his “likeability”
Personality, Logic
and Emotion, walk into a
bar and each order a pint
of beer.
When the drinks arrive they
notice that all three pints
have a fly in them.
Personality picks out the fly,
gives it a personality
makeover and sends it off
to make its fortune.
Logic picks the fly out of his
pint, dissects it and writes
down a list of all its
features.
Emotion picks out the fly
and after a bit of thought
tells everyone in the bar the
fly's story - people laughed,
cried, to...
We know interesting
personalities sell.
We know logic sells, but not
many people read manuals.
We know stories and
making meaningful
emotional connections sell.
It is when you combine
those three elements that
you have really effective
marketing: personality, logic
and emotion.
Personality is who you are.
Attributes, features and
facts are what your product
or service has.
Stories, entertainment and
likeability are what your
customers want.
How can I communicate my message in
a more entertaining way?
Choose some emotional triggers:
Funny, surprising, awesome, shocking, dramatic,
fun, quirky, off-beat, creative, passionat...
How can I be [ add your emotional
triggers] in a different way?
Look for metaphors.
Browse the web for ideas.
THINK – WRITE- DISCUSS
Nail down the look and tone of voice.
Implement and persist!
You will also love this Slideshare
presentation.
Presented by WAKSTER
Why Marketing should care about Entertainment
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Everyone’s competing for the attention of new and existing customer. Content marketing is now one of the most important tactics in a marketers’ mix but research shows that the biggest challenges content marketers consistently face are producing enough content, and producing the kind of content that engages their targets. The entertainment industry has been consistently creating and delivering engaging content for hundreds of years – what can we learn from them?

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Why Marketing should care about Entertainment

  1. Why Marketing should care about Entertainment Brought to you by
  2. On October 27, 1994, Jack Stuart was walking in the park next to his home when he was unexpectedly hit on the head with a banner that read: ‘You Will’. Brought to you by
  3. Last year, Jack landed in hospital after a mob of over 700 people brutally attacked him with banners.
  4. When interviewed Jack said these unprovoked attacks happen on a daily basis not just to him but to everyone visiting the park.
  5. Today Jack goes out prepared. He is protected by … an ad blocker.
  6. We are bombarded on by between 300 – 700 marketing messages per day.
  7. In response UK ad blocking grew by 82% to reach 12 million active users in 12 months up to June 2015.
  8. One of the main reasons cited were that adverts are interruptive and annoying.
  9. However, we are not here to talk about how annoying ads can be but about one of the key messages consumers are sending marketers –
  10. we don’t appreciate you spoiling our online experiences.
  11. Our brains are wired to better remember stories as opposed to data, facts, and figures.
  12. A marketing researcher asked students in her class to make a 1- minute pitch.
  13. Most of the students stuck to traditional pitch elements, such as facts and figures, but a few of them used a story within their pitch.
  14. The professor then asked the class to write down everything they remembered about each pitch: 5 percent of students cited a statistic while 63 percent remembered the story.
  15. Whatever business you are in, you also need to be in the business of entertainment.
  16. Jane Alison wanted buy a new Accountant for her business
  17. With easy access to the marketplace she had hundreds of options to choose from.
  18. The question marketers would like to know is: why did she choose to buy Eddy?
  19. Functional MRI neuroimagery shows that, when evaluating brands, the primary driver is how the brand makes a person feel rather than its attributes, features and facts.
  20. Research conducted by the Advertising Research Foundation concluded that the emotion of “likeability” is the measure most predictive of whether an advertisement will increase a brand’s sales.
  21. Jane chose Eddy because of his “likeability”
  22. Personality, Logic and Emotion, walk into a bar and each order a pint of beer.
  23. When the drinks arrive they notice that all three pints have a fly in them.
  24. Personality picks out the fly, gives it a personality makeover and sends it off to make its fortune.
  25. Logic picks the fly out of his pint, dissects it and writes down a list of all its features.
  26. Emotion picks out the fly and after a bit of thought tells everyone in the bar the fly's story - people laughed, cried, took pictures and shared the story on Facebook.
  27. We know interesting personalities sell.
  28. We know logic sells, but not many people read manuals.
  29. We know stories and making meaningful emotional connections sell.
  30. It is when you combine those three elements that you have really effective marketing: personality, logic and emotion.
  31. Personality is who you are.
  32. Attributes, features and facts are what your product or service has.
  33. Stories, entertainment and likeability are what your customers want.
  34. How can I communicate my message in a more entertaining way?
  35. Choose some emotional triggers: Funny, surprising, awesome, shocking, dramatic, fun, quirky, off-beat, creative, passionate, light- hearted, whimsical, energetic ...
  36. How can I be [ add your emotional triggers] in a different way? Look for metaphors. Browse the web for ideas.
  37. THINK – WRITE- DISCUSS
  38. Nail down the look and tone of voice.
  39. Implement and persist!
  40. You will also love this Slideshare presentation.
  41. Presented by WAKSTER
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Everyone’s competing for the attention of new and existing customer. Content marketing is now one of the most important tactics in a marketers’ mix but research shows that the biggest challenges content marketers consistently face are producing enough content, and producing the kind of content that engages their targets. The entertainment industry has been consistently creating and delivering engaging content for hundreds of years – what can we learn from them?

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