Music and Community: Bringing a City Back to Life.

Music and Community
Aug. 31, 2016

By Broderick Hooker, Intern

all        As in many cities in America today, Rockford too has its share of pessimistic people. These are the people who look at our problems and conclude that we are defined by them. I have to admit that I am sometimes. It is certainly easy to be negative, but a little more difficult to see light through the cracks and positivity. By tearing away what is cracked and damaged, we uncover a whole lot of light underneath. If we actually take the time to listen, we wouldn’t just hear the jarring sounds of a city in distress.

Just ask Kahla Conley, Jessica Adams, Gina Meeks, Laura Paruzynski, Maurice West, the YAVO Drum and Drill Corps, and everyone else who contributed their talent and musical energy to the “I AM Rockford,” music video.Listen harder, and there’s music everywhere.

drums dancing

 

 

 

 

Before the start of this summer, most of these people had never met. The leads, for the most part, did not know each other before this project began. Yet by the end of the week, I saw them sing together and speak to each other as if they had been friends for years. Everyone who came into this project a stranger came out with new friends and a fresh perspective.

Music creates chemistry between people like few other balcony cropedthings can. When people sing together, they can know each other without even having a conversation. These connections are where transformation starts. “Working with the leads was great, I see a lot of talent there. It shows me there is still a lot of room to grow in Rockford,” said Jacob Robertson, one of the editors and videographers of the music video.

My role on the set was to cue the music so that people singing and dancing knew where to come in. When the music was on, I saw on people’s faces, the movement of their bodies, and the sound of their voice show how much love they have for this city. When the music was off, I saw friendships blossoming, and I had some amazing conversations myself.

There is an unstoppable force in here. It is a force made of determination and talent, grit and passion, a sense of purpose and a sense of humor. This unstoppable force is exactly what “I AM Rockford,” is capturing.

Katie’s Internship Reflection

From one intern about another: I had the chance to work with Katie Park this summer as a fellow intern. Our work was at opposite ends of the office, and so unfortunately it rarely intersected, but I can say with confidence that she will fly high wherever she goes. Here are some of her thoughts about her time here, as well as examples of her work.    

-Broderick Hooker, intern.

Katie behind the scenes 2

This past summer I had the opportunity to gain hands-on media experience through my internship at Multimedia Marketing Group. I am currently a junior at Wheaton College (IL) majoring in Business-Economics and Media Communication with a certificate in Journalism. Before starting my internship, I was interested in learning more about video production but had limited training and experience outside of the classroom. Through the guidance and mentoring I received at MMG, I gained not only experience but also confidence in my ability to tell stories through visual media.

Katie behind the scenes 1One aspect of the internship that stood out to me was the level of involvement and responsibility that I was given. Over the course of my time at MMG, some of the highlights included editing two client videos and producing an in-house video project for our internal marketing. These assignments were a way for me to integrate the techniques, skills, and editing software that I had been learning into my work.

 

Furthermore, I was surprised to find that the subjects of these videos were teaching me even more than the project itself. Being new to the Rockford area, I have learned so much more about our community and the people that are part of it, and this is something I didn’t expect to take away from my internship

My time at MMG was full of rich discussion, engaging projects, and wonderful team members. I am grateful for both the experience and for the people that I got to work with and learn from this summer. Thank you!

-Katie Park

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If you know someone who is interested in an internship for this fall, we are currently recruiting the best and brightest students of marketing, public relations, business, media studies, film, videography, and graphic design to come work with us. Click here to learn more about our program!

The Four Principles of Transmedia Storytelling— Authenticity, Sensory, Relevancy & Archetype

PART FOUR: Archetype

Author: Joseph Arco, President, Multimedia Marketing Group

About this White Paper Series (Highlight)

Neuromarketing is on the global business community’s mind today. Few marketing firms offer the rare combination of top-tier Neuromarketing expertise and actual client applications to explain how to use this marketing exploration breakthrough in the real, not the theoretical, world. As online social networking sites are deeply embedded in the majority of Americans’ lives today, Transmedia storytelling is a vital platform for your brand.

Scientific research in multiple fields, such as neuroscience, behavioral economics and psychology, have highlighted that consumers’ decisions are driven as much by gut instinct as considered thought.  Yet how can marketers understand something as nebulous as “gut feel”? 

 What is an “Archetype” in the principles of Transmedia Storytelling?

The word “archetype” comes to us from the ancient Greek words “archein,” and “typos,” with mean “old,” and “pattern,” respectively. These “old patterns,” are recurring themes, characters and motifs that appear in various, recognizable forms throughout human history.  Like all great stories where we all know the plot, archetypes help us meet on the same page with a resounding, “Oh, I understand,” and this becomes your cornerstone and is most relevant when telling your branded story. An archetype is a typical story character, an action or a situation that seems to represent such universal patterns of human nature. Archetypes are familiar characters to your audience, so they are able to create brand loyalty. Yet with familiar archetypes also comes the uniqueness of a particular brand. Roger Dooley, Neuromarketing scientist, states in his book “Brainfluence” that in 80% of cases we make a decision before being rationally aware of it.1

Archetypes and branded Transmedia Storytelling
Original and Pattern

Our brain, as many neuroscientists have proven, is hard-wired for stories that include an archetype.

An archetype, also known as universal symbol, may be a character, a theme, a symbol or even a setting for your filmed presentation. Many neuroscientists are of the opinion that archetypes, which have a common and recurring representation in a particular human culture or the entire human race, shape the structure and function of a Transmedia story when it relates to branded content. Most recently I watched the movie The screen-160110Revenant.  In it The Hero is a character who predominantly exhibits goodness and struggles against evil in order to restore harmony and justice to society. The main character is also The Mentor; his task is to protect another main character – his son. It is through the wise advice and training of a mentor that the main character achieves success in the world. The movie also had a Doppelganger: a duplicate or shadow of a character that represents the evil side of his personality. Examples you may be aware of in popular literary works such as Shakespeare’s Hamlet, Mary Shelley’s Frankenstein, Poe’s William Wilson, and Stevenson’s Dr. Jekyll and Mr. Hyde. Archetypes also have situations. In The Revenant the main character’s journey is both physical and emotional, which assists the viewer to understand his personality and the nature of the world in which the hero lives. And of course, Good Versus Evil: It represents the clash of forces of goodness with those that illustrates evil and which was demonstrated in The Revenant repeatedly. It has been said and demonstrated unceasingly, in our modern movie going culture, “Make the good guys good, and the bad guys badder!” The Villain: A character whose main function is to go to any extent to oppose the hero or whom the hero must annihilate in order to bring justice. The use of archetypical characters and situations gives you an understanding to a Transmedia marketing story as a universal acceptance, as your viewers identify the characters and situations in their social and cultural context. By using common archetypes, you can impart realism to your story, as the situations and characters are drawn from the experiences of the world. Consequently, once you have decided what archetype figure best responds both to your audience and your values as a brand, you can translate the psychology you created for your brand into branded Transmedia Storytelling. Your storytelling requisite then can be attuned to the psychology of your audience based on your psychographic analysis of them.

 

The Biological Basis of Story Archetypes

Storytelling is a buzzword that’s thrown around casually in the marketing world these days. Every marketer needs to access the power of storytelling. Countless studies have surfaced on the biological basis of stories: by engrossing our story-hungry minds with “once upon a time,” they can influence our hopes, fears, attitudes, and values more than any other type of communication. For brands, telling a captivating story can instill loyalty in your community and leave a lasting impression on your prospective audience.

A filmed story presentation needs to have characters you want your audience to root for. You need to have a conflict that keeps people on the edge of their seat. You need to have a story arc that raises, climaxes, and falls with the hero’s journey as a one of the many Archetypes.

Unfinished Puzzle Shows Final Piece And Completion

 

A Brief Look at Transmedia

Combining the art and science of Film, Media and Marketing and then transcending these forms across multiple communication platforms provide new ways of thinking, habits of mind as rich and different from each other as astronomy is different from philosophy. At another level, filmed storytelling is society’s gift to itself, linking expectation to memory, inspiring courage, enriching our celebrations, and making our human tragedies bearable.

Essentially, it’s not your logic but your heart that has the ability to find the most powerful story. Human beings are all the same in their truest essence. What tugs at your heart will be what your audience connects to. The story must focus on what you feel.

Stories are True Models of the Workings of the Human Mind, True Maps of the Psyche

If you want to comprehend the ideas behind the hero myth, there’s no substitute for actually reading Joseph Campbell’s book, The Hero with a Thousand Faces. Perhaps, it is one of the most influential books of the 20th century. His book and the ideas in it are had a major impact on writing platforms and storytelling, but above all on filmed presentations. Notable filmmakers like George Miller, Steven Spielberg, George Lucas, and Francis Coppola are indebted and owe their successes in part to the ageless patterns that Joseph Campbell identifies in this book.

Archetypes_ Universal Storytelling

 

 

 

 

 

 

 

 

 

 

 

The Hero’s Journey, a Transmedia Story Pattern

The Hero’s Journey is a pattern of narrative storytelling identified by Joseph Campbell that appears in everything, such as marketing, drama, storytelling, myth, religious ritual, and psychological development.  It describes the typical adventure of a particular archetype known as The Hero, the individual who goes out and achieves great deeds on behalf of the group, tribe, or civilization.

The ideas in The Hero with a Thousand Faces are older than the Pyramids, older than Stonehenge, older that the earliest cave paintings. Campbell solidified these concepts into one articulate mythological theory.  He exposes the patterns that lie behind every story ever told. The psychologist, Carl Gustav Jung said that these archetypes reflect deep seated aspects of our own minds. Our own personalities encompass these archetypes to varying degrees.

Changing the sex and ages of your characters only makes it more interesting and allows for ever more complex web of understanding to be spun among them.  The essential characters can be combined or divided into several figures to show different aspects of the same idea.  The hero myth is infinitely flexible, capable of endless variation without sacrificing any of its magic, and it will outlive us all.

The Concept of “Archetype” in the Collective Unconscious

Each group is motivated by its respective orienting focus: ego-fulfillment, freedom, socialness and order. The archetypes are figures in a collective unconscious that Jung believed all humans shared. The collective unconscious contains instinctive drives and patterns of behavior that we all share as human beings. It includes the overall cellular memory of past ancestors that are located inside of the body and is passed on genetically. But Jung also perceived the collective unconscious as something we tap into by psychic means. We connect emotionally to archetypes because they are so universal.

Transmedia Storytelling: Out of the Campfire and Into Your Marketing Campaign

Transmedia stories have become a vital component of marketing. Stories help brands cultivate a personality and convey authenticity. They also grab and, more importantly, hold viewer‘s attention. The story archetype content fits into all the other Transmedia content that a viewer is consuming, such as your news articles, your photos on Instagram, or your YouTube videos.

The Three Sets: Ego, Soul, Self and the Twelve Notable, Recurring Archetypal Images

Fundamentally, each of us has archetypes that are dominant in our personalities and lives. With effective marketing techniques, one archetype tends to dominate the personality in general of your story. It can be helpful to know which archetypes are at play when crafting your messages. Although the number of archetypes is limitless, there are twelve notable, recurring archetypal images and these twelve types are divided into three sets: Ego, Soul and Self. Understanding the groupings will aid in understanding the motivational and self-perceptual dynamics of each archetype.

These three sets: Ego, Soul and Self, contribute to the fluidity or malleability of the Archetype because they are differently activated by the social situation and determine the nature of the working story motto concept. At the same time, the viewer’s individual hopes and fears, goals and threats, and the cognitive structures that carry them are defining features of the self-concept Archetype. These features provide some of the most compelling evidence of continuity of identity across time. The more senses that engage with Archetypes within stories, the stronger the impression you will make on your viewer. Incorporating these recurring Archetypal elements into your brand’s storytelling efforts will supercharge the impact and appeal of your branded content.

The Ego Types

Archetype: The Innocent

The innocent is virtuous, but naïve. Untouched by the stain of sin, the innocent wishes to see and be the good in the world.

Archetype: Every-man

This is the archetype of archetypes. The every-man represents the ordinary person in all of us, just wanted to lead an ordinary life, unburdened by pretense or flash.

Archetype: The Hero

The namesake of Campbell’s book, the Hero is the central figure in many of the world’s most ancient texts. The Hero finds himself with a journey to complete and an enemy to defeat, and reflects our desire to conquer.

Archetype: The Caregiver

The caregiver is an example of love and self-sacrifice. The caregivers of the world are the ones who offer refuge to the homeless, food for the hungry, drink for the thirsty, care for the sick, and mercy for the downtrodden. The Good Samaritan in all of us longs to fulfill the role of caregiver.

The Soul Types

Archetype: The Explorer

The explorer travels the world, and seeks to see all that there is to see, to know what is unknown. Finding new worlds and blazing trails are the bread and butter of the explorer archetype.

Archetype: The Rebel

Rather than searching for a new world, rebels would rather create one in the shell of the old. A revolutionary at heart, the rebel seeks radical freedom and justice by any means necessary.

Archetype: The Lover

The lovers love and seek to be loved. They desire intimacy and are empowered by sensuality and affection. Yet it does not only reflect romantic or erotic love, but friendship as well.

Archetype: The Creator

The creator can also be thought of as an artist. They have a vision and want to implant that vision into the world by means of art, music, literature, or any other type of creative endeavor.

The Self Types

Archetype: The Jester
We all love to laugh, and the jester will help us to do so. By pointing to the absurdities of the world, the jester lightens the mood and teaches us to laugh at ourselves.

Archetype: The Sage
The sage seeks knowledge and wisdom and seeks to dispense it to the world. The sages of the world wish to dispel ignorance and establish true wisdom as the highest virtue.

Archetype: The Magician
The magician brings the creator and sage together. The magician wishes to grasp the laws of the universe, and then shape and bend them. By manipulating the world around them, the magician creates change.

Archetype: The Ruler
The ruler is a strategist of power, politics, and playing the game. The ruler wields authority to either benefit himself or his subjects. Desire for control shapes the rulers ambitions, and enables them to balance the competing forces around them.

 archetypes

 

 

 

 

 

 

 

 

 

 

 

 

How to use archetypes and narrative approaches in your branded Transmedia Storytelling

One of the primary things which is essential to understand is this: Which archetype best responds to your company tenets and mission?  Once you have defined the best archetype commonly shared by your company and your audience, you can translate this archetype and its symbolism into your brand storytelling. Ultimately, the archetypal approach to branded storytelling can help in some of the following ways;

  • Identify your most powerful branding tool—a communication “Transmedia storyline” that casts an Archetype as the central figure in compelling, enduring stories which convey your origination’s unique value proposition;
  • Develop and articulate a clear, compelling corporate identity which captures what is most meaningful and motivating about your organization;
  • Translate your vision, values, and purpose into transmedia messages that connect with and inspire others;
  • Communicate more powerfully and persuasively in all your communication; and
  • Create an attraction for new markets for your endeavors that will become a lasting business asset.

These Archetypes have helped our clients to tell Transmedia stories across the hospitality, architecture, financial, healthcare, professional services industries and the non-profit sector. If you now understand that Transmedia marketing is the key to unlocking stories, attracting opportunity and engaging viewers, we’d love to collaborate in bringing your corporate vision to life.

 

AUTHORS INSIGHT:

Concluding Thoughts to Help You Navigate This White Paper Series

By understanding the relevant parts of your story as it lives in the hearts and minds of your viewers, you then can identify niche content areas that your brand can own in the marketplace you serve.

In light of video’s increasing prevalence on social networks, this series of White Papers are created for you, to provide insight to the new world of Transmedia marketing strategies, including best practices, ideas and case studies, and real-world specifications.

Transmedia Storytelling is an increasingly accepted way to achieve management goals through the power of narrative as thought leaders.

The Power of Narrative

Do stories really have a role to play in the business world?

Many executives operate with a particular mind-set. Analysis is what drives business thinking. It cuts through the fog of myth, gossip, and speculation to get to the hard facts. It goes wherever the observations and premises and conclusions take it. Its strength lies in its objectivity, and its impersonal nature, however stated, Facts tell, but Stories sell.

Yet this strength of fact is also a weakness. Analysis might excite the mind, but it hardly offers a route to the heart. And that’s where one must go if we are to motivate people not only to take action but to do so with energy and enthusiasm. At a time when corporate communication often requires disruptive change, leadership involves inspiring people to act in unfamiliar, and often unaccustomed, ways. Mind-numbing cascades of numbers or daze-inducing PowerPoint slides won’t achieve this goal. Even the most logical arguments usually won’t do the trick.

But effective Transmedia Storytelling often does. In fact, in certain situations nothing else works. Although good business arguments are developed through the use of numbers, they are typically approved on the basis of a story—that is, a marketing narrative that links a set of events in some kind of causal sequence. Transmedia Storytelling can translate desiccated and abstract numbers into compelling pictures of a leader’s goals.

“Story outcomes” are the basis of what behaviorists define as a sequence of a decision making order. We first perceive, based on incoming observational thoughts that are then turned into beliefs which provide an outcome of attitudes. Put another way, Thoughts = Perceptions = (goes into) Beliefs = (turns into) Attitudes.

In conclusion, The Power of Narrative is as old as civilization. It not only has a process of implementing sequential, chronological information, but it also has the most important element of synthesizing information far different then facts alone. Combining the use of digital technology with communication you now have the ability to create a platform of Transmedia marketing in a whole new way.

CITED IN THIS WHITE PAPER

*Published by John Wiley & Sons, Brainfluence is available at Amazon.com, Barnes and Noble.

The Heroes Journey, full documentary – Joseph Campbell https://www.youtube.com/watch?v=ubfR95hd4D4

Joseph Campbell was an American mythologist, writer and lecturer, best known for his work in comparative mythology and comparative religion. His work covers many aspects of the human experience. His philosophy is often summarized by his phrase: “Follow your bliss.”

http://www.jcf-myth.org/about-joseph-campbell/

 

DSC68851 Joe Arco
President
Email: joe@mmg-1.com

 

 

The Four Principles of Transmedia Storytelling- Authenticity, Sensory, Relevancy, & Archetype

PART THREE: Relevancy

Author: Joseph Arco, President, Multimedia Marketing Group

About this White Paper Series

Neuromarketing is on the global business community’s mind today. Few marketing firms offer the rare combination of top-tier Neuromarketing expertise and actual client applications to explain how to use this marketing exploration breakthrough in the real, not the theoretical, world. As online social networking sites are deeply embedded in the majority of Americans’ lives today, Transmedia storytelling is a vital platform for your brand.

Scientific research in multiple fields, such as neuroscience, behavioral economics and psychology, have highlighted that consumers’ decisions are driven as much by gut instinct as considered thought. Yet how can marketers understand something as nebulous as “gut feel”?

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Emotion is a basic form of decision making, a repertoire of know-how and actions that allows people to respond appropriately in different situations. In ancient times storytelling was the main form of communication. It was the way that values, traditions and history was passed on to the next generation. The ways of the tribe, the lessons of experience were all told through stories. There was no other way. The story had relevancy.

Emotional Thought: Relevancy

One reason that relevancy is important is that stories reconnect us. On so many levels: individual, community and societal, your viewers are looking for an emotional connection, a truth, a sense that their life has relevance and meaning. So how do your products, your services, and your company find a relevancy connection for and to them?

 

 

In a wide-ranging way, relevancy, expectations, cognition and emotion are regarded as interrelated aspects of human functioning. Naturally, we want to establish a dichotomy between emotion and cognition. While it is perfectly reasonable and necessary to distinguish between these aspects in learning and growth (Fischer & Bidell, 1998), the overly stringent preservation of this difference may actually obscure the fact that our emotions comprise cognitive as well as sensory processes.

Why is Relevancy Important to Your Story?
Strategic story relevance for your organization is a choice. Many organizations either fail to understand this or don’t know how to position themselves to achieve relevance within their marketplace. Even fewer marketing professionals realize that being strategically relevant is a choice that they own.

Relevancy then, is the condition of being story relevant, or connected with the matter at hand: Some traditional institutions of the media lack relevance in this digital age. Effective relevant storytelling is a tool that has the power to educate, persuade, motivate, and entertain your audience. It can offer a truly immersive experience. This is one of the best ways to know where your brand stands today and predict where you’ll be tomorrow.

Decide to Decide Precisely Why Your Influential Brand is RelevantFinal Pillar 7-12

From the beginning, you want to establish your relevance for your viewer — who you are, what you do, and who you serve. This is basic story positioning. Stories, when you think about it, are all around us, inside our heads, all day and every day. As a case in point, psychologist Robin Dunbar’s research suggests we are telling stories 65% of the time. The most influential brands are the ones who can tell engaging stories – ones that have you and me paying attention, thirsting for the message, caring about the outcome. There’s an emerging body of Neuro research that supports this idea, including how powerful stories influence the aspects of our brain chemistry linked to attention, relevancy and empathy. Storytelling is in our DNA. Songs, pictures, movies – we all have relied on various stories to understand and retain information. Remember this; your story is the narrative -or telling- of an event or series of relevant events, crafted in a way to interest your audience. At its most basic, your brand story has a beginning, middle, and end. It has compelling characters, rising tension, and conflict that reaches some sort of resolution. It engages the audience on an emotional and intellectual level, motivating your viewers to want to know what happens next. By rising beyond your brand specifics, a story will gain greater relevance for a wider audience.

Annette Simmons says in her book The Story Factor – “when you tell a story that touches me, you give me the gift of human attention…the kind that connects me to you, that touches my heart and makes me feel more alive…We crave something that is real or at least feels real.” This is what will make your filmed presentation watchable, viewable and actionable.

The steps to becoming strategically relevant are completely within your control. They include:

  • Redefining marketing in a way that relates to your audience.
  • Aligning new transmedia marketing goals with the performance of your business.
  • Measuring performance rigorously and consistently for the results that matter most
  • Reflect the conjunction with all four principle of storytelling; Authenticity, Sensory, Relevancy & Archetype.

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If you truly want to strengthen your storytelling muscle, start with your relevant ideas. Because your brand is your story, using this as an example, we define ourselves by our experiences, or more specifically, the lessons we take from those experiences, and what they tell us about ourselves and the world. When we tell those brand stories purposefully, authentically, and with relevancy, we do so both to make sense of our experiences, and to influence others in a positive way. Transmedia Marketing is a technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the simple objective of driving profitable viewer action.

Psychologist Leda Cosmides and her anthropologist husband, John Tooby in their article, “Evolutionary Psychology and the Emotions,”1 state that evolutionary psychology is an approach to the psychological sciences in which principles and results drawn from evolutionary biology, cognitive science, anthropology, and neuroscience which are integrated with the rest of psychology in order to map human nature. According to this theoretical relevancy framework, an emotion is a superordinate neural program whose function is to direct the activities and interactions of the neural subprograms governing perception, attention, inference, learning, memory, goal choice, motivational priorities, categorization, and conceptual frameworks. So in effect, storytelling through filmed presentations is a powerful tool, a means for sharing experiences and knowledge. It’s one of the elemental ways we learn through relevancy. Story content with relevant images to a brand gets 94% more views than content without, according to a 2011 study from the content platform Skyword (For further reading also see “Neural Correlates of Consciousness: Empirical and Conceptual Questions,” by Thomas Metzinger) In short, evolutionary psychology is focused on how evolution has shaped the mind and behavior.

It must be also noted within evolutionary psychology there is considerable difference of opinion about whether certain behaviors, such as music or religion, are adaptive or not, and to what degree they are hard-wired. There still exists the brain-stem subconscious mind which continues to serve us by rationalizing. Each of us is instinctively motivated and alert to our own primal needs. It is always ready to manipulate our conscious thought in whatever way enables us to best serve the common good, in a way that also provides for us and promotes our own status.

How can You Better Match the Story with the Viewers Beliefs? Neuromarketing is where science and Story meet.

When crafting your compelling story, you may suppose that your prospective viewer purchases your product for its features, its functions or its price, but the consumer’s brain tells them something entirely different. When crafting your relevant story, the neuroscience demonstrates to us that the mind develops preferences on the basis of the relationship with the product’s brand, not on the basis of the promotional message. The brain cannot make the distinction between the messages of your marketing and the rest of the messages. Each experience related to your brand becomes part of our perception about the brand. It determines the pro or con of relevant attitude regarding the brand. This explains why people buy “jeans” not for the way they look with them, but for the way this particular pair of jeans matches their life and why they are relevant. Consequently, people will buy your products for the way the merchandise defines them, and their brain has exactly this vision about your products. Following a sequential order of relevancy, the product will not be taken into account in the same measure as the company trade-mark, logo or the brand, as these contain the elements the individual identifies with.2

Defining Transmedia Marketing Based on the Four Principles of Your Organizational Story

With a focus on relationship building, thought leadership, and enabling platforms, Transmedia Storytelling is a relevant and balanced ecosystem for a target group. Transmedia Storytelling aligns your media and sales strategies to maximize the revenue priorities of your business. By defining what you stand for as an organization, you set the basis for conversation in your company. More importantly, your team understands that priorities and investments have the singular focus of positively impacting the success of your company as a whole.

According to Dr. A.K. Pradeep’s book, The Buying Brain, as much as 95% of our decisions are made by the subconscious mind.5 Consequently, the world’s largest and most sophisticated companies are applying the latest advances in neuroscience to design, create and produce filmed presentations of stories about their brands, products, and integrating them into their marketing campaigns. They are designed to appeal directly and powerfully to our brains. The Buying Brain offers an in-depth exploration of how cutting-edge neuroscience is having an impact on how we make, buy, sell, and enjoy everything. It also probes deeper questions on how this new knowledge can enhance and make your stories relevant to your customers’ lives.3

Regardless of your company’s business model or products and services offered, the universal path to a relevant story begins and ends with one common denominator: a pipeline of compelling marketing content that reinforces your brand’s story. Keeping this in mind, to what extent is your organization focused on contributing to the pipeline?

Strategic relevance is a direct result of building a foundation of compelling marketing content and your dedication to converting it properly through the Transmedia Storytelling techniques. The path to strategic story relevance is straightforward:

  • Define a marketing ecosystem that contains content related to demand.
  • Build your pipeline with content that is relevant to business performance and creative branding elements.
  • Implement your story with baseline goals, keeping the end result in mind.
  • Analyze how it affected your business.

David Aaker, in his book Brand Relevance Making Competitors Irrelevant, discusses two ways to compete. The first is to making a brand preferred over other brands in an established category or subcategory. The second is to win the story brand relevance competition by creating new relevant categories or subcategories for which competitors are irrelevant. “These two routes to winning are very different in terms of strategy and ability to deal with market dynamics.”4

Avenue A’s recently published “Digital Outlook Report” had this to say about the subject:
“Narrative is the experience. As the Global Web becomes the preferred destination for brand exploration, digital experiences must become richer, deeper, and more able to tell compelling stories. If your brand experience depends entirely on pages and clicks, it’s time to wonder, ‘What is my story?'”

People Don’t Say What They Think or do What They Say.

Here are some sobering statistics for you. Most marketing activities today fail, including 95% of new products, 98% of mail offers and 98% of direct emails. In addition, 20% of ad campaigns have no brand impact, and another 20% have a negative impact. The reality is this, as much as 95% of an individual’s decision-making is subconscious. For that reason, by considering how that subconscious part of the brain processes information, you can optimize your efforts to influence the viewer of your story content to respond in a desired relevant way thus improving your probability of success.5

What Can We All Learn from Neuromarketing in a Transmedia world?

The combination of neuro and marketing implies the merging of two fields of study (neuroscience and marketing). The term Neuromarketing cannot be attributed to a particular individual as it started appear around 2002. If neuroscience is considered to be in its infancy, neuro-marketing is clearly at an embryonic stage. You as a marketer have the opportunity to awaken to the possibilities offered by unveiling the brain circuits involved in seeking, choosing, and creating compelling relevant filmed presentations with uncannily accurate Transmedia stories. Relevancy goes far deeper than facts, figures or features. Connecting the brand to a story forges a personal connection and loyalty. Relevant stories create meaning for the audience. It’s those stories that create a real connection to your viewer. We don’t like consciously feeling like we are being marketed to. This is why we skip commercials and roll our eyes at obvious sales pitches. But when the story and the brand are linked organically, they fit right together, and their cohesion is no longer jarring to us. Now that’s Transmedia marketing at its best!

A Final Prospective
“Something is happening in the power and practice of story; in the midst of overwhelming noise and distraction, the voice of story is calling us to remember our true selves,”
Christina Baldwin, The Storycatcher.

AUTHORS INSIGHT:

Concluding Thoughts to Help You Navigate This White Paper Series

By understanding the relevant parts of your story as it lives in the hearts and minds of your viewers, you then can identify niche content areas that your brand can own in the marketplace you serve.

In light of video’s increasing prevalence on social networks, this series of White Papers are created for you, to provide insight to the new world of Transmedia marketing strategies, including best practices, ideas and case studies, and real-world specifications.

Transmedia Storytelling is an increasingly accepted way to achieve management goals through the power of narrative as thought leaders.

The Power of Narrative

Do stories really have a role to play in the business world?

Many executives operate with a particular mind-set. Analysis is what drives business thinking. It cuts through the fog of myth, gossip, and speculation to get to the hard facts. It goes wherever the observations and premises and conclusions take it. Its strength lies in its objectivity, and its impersonal nature, however stated, Facts tell, butStories sell.

Yet this strength of fact is also a weakness. Analysis might excite the mind, but it hardly offers a route to the heart. And that’s where one must go if we are to motivate people not only to take action but to do so with energy and enthusiasm. At a time when corporate communication often requires disruptive change, leadership involves inspiring people to act in unfamiliar, and often unaccustomed, ways. Mind-numbing cascades of numbers or daze-inducing PowerPoint slides won’t achieve this goal. Even the most logical arguments usually won’t do the trick.

But effective Transmedia Storytelling often does. In fact, in certain situations nothing else works. Although good business arguments are developed through the use of numbers, they are typically approved on the basis of a story—that is, a marketing narrative that links a set of events in some kind of causal sequence. Transmedia Storytelling can translate desiccated and abstract numbers into compelling pictures of a leader’s goals.

“Story outcomes” are the basis of what behaviorists define as a sequence of a decision making order. We first perceive, based on incoming observational thoughts that are then turned into beliefs which provide an outcome of attitudes. Put another way, Thoughts = Perceptions = (goes into) Beliefs = (turns into) Attitudes.

In conclusion, The Power of Narrative is as old as civilization. It not only has a process of implementing sequential, chronological information, but it also has the most important element of synthesizing information far different then facts alone. Combining the use of digital technology with communication you now have the ability to create a platform of Transmedia marketing in a whole new way.

CITED IN THIS WHITE PAPER
1http://www.cep.ucsb.edu/emotion.html
Handbook of Emotions, 2nd Edition M. Lewis & J. M. Haviland-Jones, Editors.
NY: Guilford. Leda Cosmides and John Tooby

2https://www.prophet.com/thinking/view/552-brand-preference-vs-brand-relevance

3How Brain Science Turns Browsers into Buyers, which included presentations by: Roger Dooley (@rogerdooley), author of Brainfluence Derek Halpern (@derekhalpern), blogger at Social Triggers

Brian Clark (@copyblogger), CEO at Copyblogger Dr. A.K. Pradeep (@akpradeep), author of The Buying Brain

4Source: Boundless. “The Importance of Stories.” Boundless Communications. Boundless, 22 Jun. 2016. Retrieved 26 Jun. 2016 from https://www.boundless.com/communications/textbooks/boundless-communications-textbook/supporting-your-ideas-9/using-life-experience-narrative-50/the-importance-of-stories-200-4195/

 

5NEUROMARKETING –GETTING INSIDE THE CUSTOMER’S MIND

Pop Ciprian-Marcel Babes-Bolyai University Cluj-Napoca Faculty of Economics and Business Administration 58-60 T. Mihali st., Cluj-Napoca 0264/418652, int 5885 marcel.pop@econ.ubbcluj.ro

 


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Joe Arco
President
Email: joe@mmg-1.com