MaRS Entrepreneurship 101 Marketing Presentation (January 2015)

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ME Consulting

A look at why storytelling is tmost effective way for startup entrepreneurs to drive their sales and marketing.

Marketing

Before We Get Started……
@markevans
#ent101

• Needs
• Motivations
• Desires
• Fears
• Challenges
• Interests

The average person
sees and hears
>100,000 words/day
of content: TV,
radio, social media,
video games, text
messages, Web.

Brands need to
be publishers
(apparently)

Social media is
table stakes (aka
every is doing it)

Consumers
have lots of
information at
their fingertips

Engaging
Distracted,
Multi-Tasking,
Information
Overloaded
Consumers
There is a Huge
Challenge

• Engaging
• Authentic, meaningful
• Tap into emotions
• Spark interest, imagination,
curiosity
• Drives actions (leads, sales,
users)
• Drive relationships
Why Stories Matter

The Digital Evolution
Websit
e
Socia
l
Medi
a
Content
Marketing
Storytellin
g

7 Must-Haves for Storytelling
Success
• Being customer-centric
• A willingness to listen
• Flexibility, agility
• Having personality
• Commitment
• Courage

• How are you unique or
different?
• Who are the target
audiences?
• Where do you tell stories?
• Who gets to tell stories?
• How do you measure
success?
• How do you keep it going?
Keys for Telling Good Stories

Storytelling Story-doing
Credit: http://www.magneticcontent.biz/the-shift-from-storytelling-to-story-doing

Rank Your Storytelling
Priorities
Nice
Never
Now

Messaging, Website, one-pagers
Case studies, videos, infographics, conferences
Social media, advertising, white papers
A Staged Approach to Storytelling

“Storytelling for Startups”
How fast-growing companies can
embrace the power of story-driven marketing

A signed copy of the book and
two hours of consulting
Visit: storytellingforstartups.ca
or leave your business card

Thanks!
www.markevans.ca
@markevans
mark@markevans.ca
http://bit.ly/startupscana
da

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MaRS Entrepreneurship 101 Marketing Presentation (January 2015)

1. Epiphanies, Florida & The Key to Marketing Success

2. Before We Get Started…… @markevans #ent101

9. July: average temperature 28C

10.

11. Yes, that’s an air conditioner

12.

13. • Needs • Motivations • Desires • Fears • Challenges • Interests

14.

15.

16.

17. • Brand awareness • Leads, sales • Users/customers • Validation/credibility • Media coverage • Investors

18. The average person sees and hears >100,000 words/day of content: TV, radio, social media, video games, text messages, Web.

19. Brands need to be publishers (apparently)

20. Social media is table stakes (aka every is doing it)

21. Consumers have lots of information at their fingertips

22. Engaging Distracted, Multi-Tasking, Information Overloaded Consumers There is a Huge Challenge

23. The Answer: Storytelling

24.

25. What is Storytelling, Really?

26. • Engaging • Authentic, meaningful • Tap into emotions • Spark interest, imagination, curiosity • Drives actions (leads, sales, users) • Drive relationships Why Stories Matter

27. The Digital Evolution Websit e Socia l Medi a Content Marketing Storytellin g

28. #7 Poor Marketing (Should be higher!)

29.

30. 7 Must-Haves for Storytelling Success • Being customer-centric • A willingness to listen • Flexibility, agility • Having personality • Commitment • Courage

31. • How are you unique or different? • Who are the target audiences? • Where do you tell stories? • Who gets to tell stories? • How do you measure success? • How do you keep it going? Keys for Telling Good Stories

32. Storytelling Story-doing Credit: http://www.magneticcontent.biz/the-shift-from-storytelling-to-story-doing

33. Rank Your Storytelling Priorities Nice Never Now

34. Everyone’s a Storyteller

35.

36. Messaging, Website, one-pagers Case studies, videos, infographics, conferences Social media, advertising, white papers A Staged Approach to Storytelling

37. “Storytelling for Startups” How fast-growing companies can embrace the power of story-driven marketing

38. A signed copy of the book and two hours of consulting Visit: storytellingforstartups.ca or leave your business card

39. Thanks! www.markevans.ca @markevans mark@markevans.ca http://bit.ly/startupscana da

Editor's Notes

Business is about epiphanies, pivots and changes in direction. Nothing is every static, the status quo doesn’t stick around for a long time. I want to talk about two important epiphanies in how I do marketing for startups.
A few years ago, I was in PEI for two weeks. At the time, I was doing a lot of social media consulting – strategy and tactics. It paid the bills….but it was, well, boring – very rinse and repeat…..Not my cup of team.
I decided to stop doing social media. There were other people more passionate about social media who could do a better job. Instead, I was going to focus on startup marketing

MaRS Entrepreneurship 101 Marketing Presentation (January 2015)

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Editor's Notes