Our Top 3 Takeaways from Colorado Ad Day
A Colorado Ad Club Event - June 2019
- Transformative Storytelling
All humans are in fact storytellers, but in advertising storytelling is a way of life and a skill creatives spend their entire career working to perfect. Marketing professionals are constantly consumed by a hunger to develop the most compelling narratives on the planet. In the Ad industry, stories have a lot of pressure attached to them. When production is tied to brand reputations and closely monitored bottom lines, things get complex. Creating for the world stage can be a highly rewarding way to make a living but the added pressure, left unchecked, can quickly lead the best creative thinkers to breakdowns in process and fear-based decisions. That pressure can lead to a lack of innovation, intention and authenticity. Jeremy Duhon, Founder and Curator of TedXMileHigh suggests the CUBE approach when storytelling;
C – Clear (Does it start with The Why?)
U – Universal (Does it have the power to resonate with millions?)
B – Bold (Is it innovative; are you taking a risk?)
E – Engaging ( Does it hold grab and hold attention?)
The good news? High steaks are also powerful sources of motivation. Tools like CUBE help harness the pressure to work in favor of the best story.
- Experiential Marketing
Max Lenderman, Founder and CEO of School in Boulder discussed the strategic shifts brands are making with experiential marketing by tapping into the VR/AR world.
Virtual reality is a massively powerful way to connect with consumers. However, seamlessly executed strategies that generate lasting results are complex and deeply nuanced. Of course companies should be open-minded and flexible as they adapt their outreach, but more importantly brands have to consider what is relevant for their specific needs? Even the most cutting edge VR experience can fall flat if the brand is doing it simply for the sake of staying relevant. Throwing money into flashy platforms and chasing new tech will only go so far.
Max challenges marketing strategists to think about ways to hide the use of technology in campaigns, to use data to personalize the consumer’s reality. In the race towards relevancy the brands that will stand the test of time understand it is crucial to make tech work for them, and not the other way around.
While technology is pouring into the industry, the human element is still incredibly vital to the success of storytelling. Technology itself can’t evoke emotion and that is a crucial ingredient to effective experiential marketing no matter who your target audience is.
- Brand Building on Social
While social platforms provide new creative opportunities, they are complicated and ever-changing. Pam Scheideler, Chief Digital Officer at Deutsch said it best, “We are explorers not experts.”
That holds true for anyone in this exciting yet chaotic space. Continue to explore culture on all platforms and show up native to each of those channels, explore the use of back-end technology to generate personalized outcomes and explore the integration of convenience features.
There is no rule book on how to master social marketing, but that is what makes this the most interesting time in history to be creative.