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#FARE15 - Inspired Storytelling

Nashville, 2015
by

Andrew Davis

on 3 February 2016

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Transcript of #FARE15 - Inspired Storytelling

WE CREATED
MOMENTS OF INSPIRATION?
WHAT IF...
4
SIMPLE SECRETS
TO CREATING
MOMENTS
OF INSPIRATION
SECRET
#2
SECRET
#1
BUILD
SUSPENSE
SECRET
#3
.
CREATE MOMENTS OF
INSPIRATION
THAT
CREATED
THINK LIKE
THAT DRIVE REVENUE
SOLD OUT!
ASK YOURSELF....
Is there inherent suspense in the story I'm telling?
WHAT IF...
Your moment of inspiration is tied directly to to the suspense you build?
WHAT IF...
Your moment of inspiration is tied to your audience's aspirations?
ASK YOURSELF...
What does my audience aspire to do or be?
FROM STORY
TO MOVEMENT
(ANXIETY ABOUT WHAT WILL HAPPEN)
2011
THE AUDACIOUS QUEST
TRANSITION FROM
MANUFACTURER
TO SERVICE PROVIDER
$170K
10 DAYS
CAINE'S
ARCADE
IS A GREAT STORY
A MOVEMENT
MOMENTS
OF INSPIRATION
INCREASE DEMAND
FOR THE PRODUCTS &
SERVICES WE SELL.
They inspire action!
Stop creating campaigns.
Start making commitments.
20% GROWTH IN Q1
ANALYTICS BUSINESS
CFO, Mark Loughridge
“We didn’t invest just to play Jeopardy, we invested to prove leadership applications for our clients.”
FOSTER
ASPIRATION
DRIVE
EMPATHY
WHAT IF...
I was emotionally invested in your product or service?
ASK YOURSELF...
Can I empathize with the characters in my story?
(Even if it's a computer.)
TRIGGER AN IRRESISTIBLE URGE TO ACT.
"Drama is anticipation mingled with uncertainty."
-William Archer
LUCKY STRIKE
SURGE
& CANADIAN CLUB
WHY?
44% INCREASE IN SALES
10 B Cigarettes
5x Faster than the industry
SINCE 2007
Kicked 17 Years of Decline
4.3% Growth
SINCE 2007
A New Trigger
78 Episodes
Since 2007
MAD MEN
Condom
Sales
SPENCER GIFTS
#1 Selling Product.
$19.99
to that face?
$868 MM @ Box Office
Best-selling DVD of All Time
"I Want a
Nemo!"
"Finding Nemo" decimated
Global clownfish populations
Food
Filters
Aquariums
Goldfish
TURTLES
Clownfish
The 'Nemo Effect'
HOW DO
YOU SAY
'NO'
1 YEAR
POST-RELEASE
APRIL 2011
DVD RE-RELEASE
VALUABLE CONTENT
INCREASES DEMAND
FOR THE PRODUCTS AND SERVICES YOU SELL
WHY DOES
THIS
WORK?
101 Dalmatians (1961)
Dalmatian Effect
Adoption Crisis
A RISING
TIDE LIFTS ALL SHIPS
WHAT IF...
YOU MADE A MOVIE?
EXECUTIVES
“Drama is anticipation mingled with uncertainty.”
- William Archer
MASTERS OF
MOI
DISNEY
Valuable content increases demand for the products and services you sell.
It inspires people to buy something they didn't know they needed.
NOTHING
has fueled our
consumer culture more than
the content brands we love.
Guppies
IS CORNERSTONE CONTENT!
CAINE'S ARCADE
Make a commitment to telling a story that's bigger than you!
CORNERSTONE CONTENT
=
INSPIRED
STORYTELLERS
CREATE A SUDDEN URGE TO ACT
ANDREW M. DAVIS
GREAT STORYTELLING
ISN'T EASY.
TYING STORYTELLING
TO REVENUE
IS EVEN HARDER
HOW DO WE DO
BOTH?
TOO OFTEN WE LET
OUR QUEST FOR
"ENGAGEMENT"
GET IN THE WAY
GOAL.
OF OUR ULTIMATE
M.O.I. LEADS TO R.O.I
Moment Of Inspiration
Return on Investment
Want measurable R.O.I? Focus on the M.O.I.
MOMENT OF INSPIRATION
An instant in time that sends you on a journey you never expected.
Call to Action
All of these buttons use implied 'you.'
As in... "Answer the phone."
An implied call to action invites the content consumer to take the next step.
"How can I help Caine?"
They inspire
action!
M.O.I.
USE implied
Calls to Action
implied Call To Action
The content consumer creates their own imaginary button.
IS EVOLVING
SEARCH
MEATLOAF
MASHED POTATOES
PEAS
GOOGLE
IS THE
COMFORT FOOD
OF SEARCH!
FUNNEL THAT?
IF YOU WANT TO OWN THE CONSUMER JOURNEY
ENTERTAINMENT
YouveBeenDrewed.com
Understand & share the feelings of another
HOW BRILLIANT BRANDS
24,000
PRODUCTS
MOMENT OF
INSPIRATION
TRIGGER
INITIAL
CONSIDERATION
SET
MOMENT OF
PURCHASE
(or commitment)
ACTIVE EVALUATION
LOYALTY LOOP
CONSUMER JOURNEY
"
THE
VIEWS
SUBSCRIBE
57%
MAKE A DECISION
BEFORE CONTACTING
A SUPPLIER
BIGGEST
OPPORTUNITY
GREAT AT
THIS CONTENT
72%
FUNNEL?
THE
1898 St. Elmo Lewis
ATTENTION
INTEREST
DESIRE
CONVICTION
THE BOWTIE
THE BOWTIE
116 YEARS AGO
WITH MULTI-COLOR DOTS
THE MIRRORED TRIANGLES
WITH ADDED GREY ARROW
THE FUNNEL
INSIDE OF A MORE COMPLICATED
FUNNEL
WITH 2 BLUE ARROWS
THE FU
FUNNEL
1898
ST. ELMO LEWIS
A LOT HAS CHANGED
SINCE 1898
BUT THE FRAMEWORK WE USE
IS STILL THE SAME.
PRETTY MUCH
^
#FARECONFERENCE
NASHVILLE, TN
*YOU!
THE NEW
WORLD VIEW
PTOLEMY'S
MODEL
GALILEAN
MODEL
WHAT IF...
You got closer and closer to the center of your clients' universe?
ASK YOURSELF...
Are you a Ptolemy or a Galileo?
THE SAME
LOOK
WE ALL
STOP TELLING ME YOU'RE
DIFFERENT.
START SHOWING ME.
(AND SOUND)
WE ARE GREAT AT
TWO THINGS!
1
FOOD
2
HERE'S THE
THING...
(We look like a commodity.)
SOFTCORE FOOD PORN
70's Vintage Food Porn
BACON PORN
MATURE FOOD PORN
(WEGMANS)
PORN
TELLING PEOPLE
INNOVATIVE & FRESH
Culinary Regression Center?
WE ARE
SECRET
#4
HARNESS
EMOTION
"The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions."
- Dr. Donald Calne
7 New Cases in 1 DAY!
(Averages 7/Week)
WHAT IF...
You uncover the raw emotions attached to whatever you do?
ASK YOURSELF...
What emotion inspires action as it relates to the product or service we provide?
INQUIRIES DOUBLED
TRAFFIC DOUBLED
ESTATE LAWYER ARTICLES
DANISH TV
Arvingerne
(The Legacy)
YouveBeenDrewed.com
adavis@monumentalshift.com
617.286.4009
BOOK SIGNING
MEET & GREET
12:30 - 1:30 PM
Full transcript