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STORYTELLING

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by

Julie Mounsif

on 16 May 2014

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Transcript of STORYTELLING

When storytelling meet luxury publicity
Free tips here !
Transmedia Storytelling
Let's play a game !
Gimme more, gimme advertisement !
Be in your age, be digital !
How to make a good story ?
Elements of the story :
$1.25
Friday, May 16, 2014
Vol XCIII, No. 311
To convince
What is storytelling about?
Great stories win Hearts & Minds
Emotions making Decisions
Customers

Employees

Investors

Partners

Decision
MAKING PROCESS

EFFECTS
of stories on the brain

Why is storytelling so
EFFICIENT
?
STORYTELLING
Ms, you are the BOSS today !
Management & leadership
Stores & Storytelling, a good mix !
What's up in your Brick & Mortar ?
They already used it !
Humankind became
CREATIVE

LA FONTAINE
's impact

Religion ->
RELAY
the story

POWER
of storytelling

POLITICIANS
are (inspired by) storytellers

GUESS
which
KIND
of company
IT IS
!
A french brand use desire, sensuality, even sexuality...
http://youpomm.com/
Which context ?
More people online
Objectives :

be
CONNECTED
be
ENGAGED

right
TIME
right
DEVICE
right
MESSAGE
What the consumer wants?
New
Exciting
Fun
Impressive
1 content is not enough
Consistent experience
Multichannel approach :
Targeted
Focused
What is Transmedia storytelling ?
Technique of
TELLING STORY

across
MULTIPLE
platforms and formats using current
DIGITAL TECHNOLOGIES

ENGAGE
an audience to
PERMEATE

Deliver
UNIQUE PIECES
of content

BREAKS
the
MOULD
Part 1 . E-story Game


During
10 MIN
. :

Write on paper your
PRODUCT/SERVICE IDEA


Present it in
5 SENTENCES


Through what
PLATFORMS AND FORMATS
would you sell your story?
e.g. podcast

You have to distinguish!

Actions that increase or create conversion

Actions that keep you visible

Simplicity

Try to convince the audience to buy your product or service !
Part 2 . E-story Game
The product/service it's a story itself ! Which is your story ?
During
15 MIN
, explain:

Context
Without context the story could confuse or bore the audience :

- Where and When ?
- Who is the main character ?
- What does he or she wants ?
- Who or what is in the way ?

Action
The action is where we experience
DEFEATS
and learn lessons
OBSTACLES
create tensions and for an important connection with your audience

Result
You reveal here your main
CHARACTER'S FATE
and you explain what the audience should
HAVE LEARNED
from this result -> What is the
MORAL
of your story ?

Chanel n°5
The powerful Channel's advertisement
Icone : Marilyn Monroe
1.Protagonist
2.Rival
3.Dramatic question
4.Point
5.Ending
WHAT
is your
OPINION
about it ?
Abercrombie & Fitch uses a strong storytelling to create an unique esthetic atmosphere in their shops ...
LEADER
From the actual context to stories
Unite people around a unique concept
Bring the story to life
Personalize
the story
THE STORE - NEW-YORK

http://thisisstory.com/
- Founded by Rachel Shechtman

- Retail concept that takes the
POINT

OF VIEW OF A MAGAZINE

- Change like a
GALLERY
and sells things like a
STORE



CHARACTERISTICS
Goes against traditional marketing

Narrative way

Consumers, company, competitive environment
What is it ?
Storytelling inspires the
IMAGINATION
and it’s through the use of the
5 SENSES
that the story comes to
LIFE
.
Share
PERSONAL EXPERIENCE

Linked to
EMOTIONS
-> interest

Message
EASY TO REMEMBER

Used in business, politics, religion, education


Why is it used ?
Facts vs emotions

5 senses

Environment

Details to reinforce the story

Did you know the story of "Sandwich" ?
Fundamentals of
luxury storytelling in advertisement
Myth
Legendary history
Identifiable archetype
Values
Emblematic products
Geographical localization
Full transcript