Know Your Story, Understand Your Customer

© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated

companies. All other marks contained herein are the property of their respective owners.

© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual

Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.

The Fundamentals

of Digital Marketing

Know Your Story,

Understand Your Customer



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Welcome!



Tina Stock | YP | Executive Director, Marketing

tinastock.com

@tinadstock.

About YP

• YP is North America’s largest local search, media and

advertising company

• Our mission is to help local businesses and communities grow

• We generate 40 billion annual impressions on the YP Local Ad Network

and have 3,000 marketing consultants helping over 570,000 businesses

get, and keep customers

meet your presenters.



In the beginning





7P’s, 4E’s, 200+ social media sites, 947 marketing software

providers, pre-rolls, 2nd screen…

2014, marketing has changed



Traditional strategies are becoming irrelevant



And the core activity of marketing has changed

“

”



Nike is an example of a brand that has successfully

gone beyond traditional branding … to story telling

Power of the story

Forbes list of most powerful brands in the world



“Somehow we’ve come to believe that greatness is a gift for a chosen few. The prodigies. The superstars… Greatness is not some rare DNA strand… Greatness is no more unique to us than breathing. We’re all capable of it. All of us.”

A story gives you a platform to extend your brand …



… to create an emotional connection





To create a narrative under which

your campaigns and content align



Here are 4 keys to storytelling success …



Start with the story, not the media

Keys to success 1

http://sparksheet.com/the-business-of-storytelling/



Keys to success 1



Use traditional story telling tools like plots, story arcs, archetypes

Keys to success 2



Keys to success 2



we

overcame

an

obstacle

... and lived

happily-ever-

after



An easy way to approach this is to start with a 60 second biz story

Keys to success 2



Disassemble the story to work across multiple media

Keys to success 3



Starbucks as … fashion?

Keys to success 3



Encourage your customers to contribute to the story

Keys to success 4



Starbucks retweets customer messages,

adding customers to the brand dialogue

Keys to success 4



So… how do you start?



Business stories are told for your audience …

start with

your

audience



Use traditional segmentation and research …

demographic

male,

female,

income,

age

location

neighborhood,

city,

state,

everywhere

interests

hobbies,

affinities,

clubs

life events

& stages

married,

expecting,

retiring



… but accept that you won’t know what works till you try



Plan to “borrow” and collaborate

=



Plan to improve over time and plan to make mistakes!



Know your story, understand your customer

Know your story

• Traditional branding is not

enough, you need a business

story to extend your brand

• Start with the story. Use

traditional storytelling

techniques such as plots,

archetypes and story arcs.

• Then disassemble your story

across media, inviting your

customer to contribute

Get started – now

• Understand your customer.

Traditional demographics,

segmentation and research are

a great start

• But you won’t know what works

until you do it. Test, test, test!

• Plan to start simple, to borrow,

to collaborate and occasionally

to fail



Don’t miss out

© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.

All other marks contained herein are the property of their respective owners.

Be sure to register for the next

in the fundamentals of digital

marketing series:

October 15, 11:00 am PST

Content Marketing

to Attract Customers

In association with

adsolutions.yp.com/small-business-marketing-center/

webinars/omi-series

More Free Advanced Training

onlinemarketinginstitute.org/courses/yp-starter-page

Small Business & Entrepreneurship

Know Your Story, Understand Your Customer