0to5 Blog – Zer0 to 5ive http://0to5.com Fri, 13 Apr 2018 17:19:45 +0000 en-US hourly 1 Content That Converts: Advice for Developing a Profitable Content Marketing Strategy http://0to5.com/content-marketing-strategy/ Tue, 27 Feb 2018 14:08:53 +0000 http://0to5.com/?p=4270 “Because you can’t eat brand equity, and can’t

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“Because you can’t eat brand equity, and can’t pay a team with it” – Laura Hanly, Digital Marketing Expert and Author, “Content That Converts: How to Create a Profitable and Predictable B2B Content Marketing Strategy”

When done correctly, content marketing can serve as a powerful arm to your overall marketing strategy – it establishes you as an authority and has the potential to increase your revenue and profit. That’s why CMOs at the largest technology companies report that building out content marketing as an organizational competency is the second most important initiative, only behind measuring ROI.

For those still wrapping their head around the concept, according to Forrester:

“Content marketing is a strategy where brands create interest, relevance, and relationships with customers by producing, curating, and sharing content that addresses specific customer needs and delivers visible value.”

The challenge is figuring out how to do it right. As author Laura Hanly explains in her book, “Content That Converts: How to Create a Profitable and Predictable B2B Content Marketing Strategy,” content is not a magic bullet.

Content marketing will not:

  • Turn you into an internet celebrity (at least not overnight)
  • Make you rich beyond your wildest dreams

And when done poorly, can:

  • Harm your brand
  • Put off potential customers
  • Never pay off (resulting in wasted time and resources)

Hanly stresses the importance of having a consistent strategy for the content that you’re producing, so that your audience is engaged, comes to know and respect you as an authority, and will buy from you when the time is right (because the ultimate goal is sales, isn’t it?) Every single piece of content needs to end with a call to action that can lead to a sale.

Some questions to ask yourself and your team before committing to a content marketing strategy include:

  • What is the purpose of our content marketing?
  • Who are we trying to reach?
  • What types of content should we produce?
  • Do we have someone who can produce the content?
  • Do we have good ideas about what our content would be focused on?
  • Is our market segment interested in consuming that kind of content?
  • How will we measure our success?

There are two main types of content you can use: recurring content, which builds a customer base gradually over time, and content assets (such as a whitepaper, a book, a webinar series or a learning workshop) that can be used as near-term client acquisition tools. Before choosing the route that’s best for your business, there are four things to ask yourself (what Hanly calls the Conversion Quadrant):

What’s the intersection between what your customers want and/or need?

Figure out what your customers really care about. What do they look to your company for insight about? How can your expertise intersect with what your customer wants and needs?

What do you want to be known as an industry authority for?

The simplest way to become an authority on something is to say the same things about that topic over and over again. Don’t just chase the latest trend – find the one thing you can focus on becoming known for that will make it easier to develop, market and sell products that your audience will buy again and again.

What is the format in which you produce your best content?

While most people think that its best to tailor your content to audience preferences, Hanly recommends choosing the format that you most enjoy working in – because if you like it, you’ll enjoy creating it, and your audience will like it too.

What’s your quarterly plan?

Mapping out your content helps you to be strategic about your production. This should include:

  • A clear statement of your “one thing” your company will be an authority on
  • Four themes you want to rotate through
  • Three topics per theme, including key points on each
  • Headlines for each topic
  • Scheduled date of publication for each topic                                      

Whichever path you decide to take with your content, if you don’t have the resources or bandwidth to do it right – if it feels like a chore every time you go to write – STOP. This will only result in an inconsistent content cycle with content that feels forced, uninspiring and unlikely to resonate with your audience.

The powerful thing about content marketing is that your assets increase in value over time. Whether it’s a blog, a book, a podcast or a whitepaper – you can always update later to improve it, modify key messages and share it with new audiences to see greater returns on early investments of your time and resources.

Remember – every piece of content you put out under your brand needs to be the best possible representation of who you are. Most prospects will have their first interaction with your brand through your content and just like in dating, you get one chance to make a good first impression.

 

By: Colleen Martin

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How Optimization Influences Communications http://0to5.com/optimization-influences-communications/ Tue, 09 Jan 2018 20:10:53 +0000 http://0to5.com/?p=4255 Why are you reading this blog post? That, I’m not…

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Why are you reading this blog post? That, I’m not really sure about.

Who are you? Why are you reading this blog post? I can take a good guess. You probably have marketing, communications or PR in your profile somewhere. Chances are, you’ve read a post on a similar subject or even read something on the Zer0 to 5ive blog before. If our readership mirrors a site such as MarketingProfs, you are likely a professional at a small or medium-sized business in North America.

How do I know this? Because we’re inside an optimization loop. It’s similar to the social media bubble of our own design that keeps the unpleasant posts of our crazy uncle out of our feed and keeps feeding us posts that we’ll like, comment and share on. The optimization loop is more automated and more invisible. Every Google search (at least 5.5 billion a day), Amazon purchase (600 items a second on Prime Day 2016), or Facebook like (500,000 a minute) is being captured and analyzed to keep us clicking, buying and engaging.

Past performance is generally regarded as a good predictor of future behavior online, so the optimization loop keeps on working to drive more clicks. For those trying to get someone to take a new action online, the loop can be hard to break into. Here are a few ideas on how you can get your message out (or your client’s message, since you’re probably from an agency!):

1) Publish Outside Your Box

When creating content for potential customers to read, it’s important to get it published in the right places and engaged with by the right people so that it leaves your brand’s loop and enters the content loops of your prospects. This can best be accomplished through contributed content to publications or blogs that serve a target audience. When it comes to Google, they will have stronger authority on the content topic, and will be more likely to make your content rise to the top of search results.

There are also ways to leverage social media to try and break into new areas (e.g. hashtags in Twitter, audience targeting in Facebook), but if your account is outside of the loop, it’s less likely to be effective. With systems like Facebook’s algorithms in place that rely on thousands of factors tied to affinity and actions around a company’s page and individual posts, having your content pushed out by a well-regarded third party is a great way to increase impressions on your message. Plus, it allows you to use your brand and personal accounts to spread that message rather than relying on self-published content, which is likely to receive fewer eyeballs.

2) Become an Expert to Your Audience

There used to be ways to fake it online without real content, but the methods employed by Google and Facebook to determine valuable content are largely driven by user behavior. Bounce rate, time on page and post engagement all matter when it comes to rankings and visibility, so time spent creating good content will pay dividends over time. By combining strong content and wider distribution, it’s possible to become an expert source for target audiences.

This emphasis on quality carries over to email marketing as well. Gmail and other services increasingly monitor user engagement to determine if an email will be delivered. They examine behaviors at a macro (sending account) and micro (individual email) level to build reputation scores, so if your emails are ignored for being of little value (let alone marked as spam or unsubscribed), it’s going to keep your content from being seen.

3) Understand the System

It takes a lot of work to keep up with the changes being made by the big online platforms. Keeping up with what’s working on Google and updating your content and communications strategy on an ongoing basis to match can pay big dividends. Factors go beyond content too. For example, if web pages are slow loading, not mobile friendly, or not protected with SSL encryption, there can be penalties from Google because your site is not providing a good, secure user experience.

There’s also a degree of “follow the money” that smart users can capitalize on. If Facebook wants to push Facebook Live video to users to increase its popularity, it would be wise for you to use it and break through the walls that the algorithms put up. Being aware of best practices and using them to influence your communications strategy can create a lasting competitive advantage, as the optimization loop only gets stronger in your favor.

By: Bob Minkus, Director

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Three Reasons to Incorporate Marketing Goals into Website Design http://0to5.com/marketing-goals-website/ Thu, 14 Dec 2017 16:34:26 +0000 http://0to5.com/?p=4236 Today, websites have to do more than simply “exist.”…

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Today, websites have to do more than simply “exist.” With high levels of competition in the digital space, a website must be fully integrated to a company’s business objectives and goals. Investing in a website that integrates your sales and marketing messages into a compelling design can improve user experience and directly impact your business’ sales funnel.

Make a Lasting First Impression

You only have one chance to make a first impression, and in marketing, that first impression is your website. The Internet has become such an integral part of our lives that most people search online and make a judgment call about a business based on their company website before ever interacting with them or using their products. Having a website that looks like it’s from the “dot com era” tells site visitors that your business is outdated. Even if that isn’t the case, it’s difficult to overcome this perception if a customer has no other reference to your company or product.

Keep in mind that over 51 percent of users surf the web on their phone or tablet over a computer, making it vital that your site is also mobile friendly. Not convinced? A whopping 40 percent of people will choose another result if their first choice is not mobile friendly. Google’s search algorithms continue to heavily favor mobile-friendly sites, and a non-optimized site can leave you out of your prospects’ mobile search results.

Hone Your Message

As companies grow, expand and evolve, your message and value proposition needs to keep up. Your website is the best place to share the most important benefits of your company and product with customers and prospects. Your website copy needs reflect where your company and products are today, not what they were previously.

While crafting your message, be careful with the claims you put on your website. Overstating your business’ capabilities can lead to disappointed users who expect certain outcomes based on your site but have received a lesser version of the product they imagined. A proper marketing strategy should hone and focus on the best ways to highlight the strengths of your product without making outlandish or disputable claims.

One way to create an effective message is through Geoffrey Moore’s positioning framework. Moore’s framework helps to clearly define the target market and their main pain point, your product/business and its key value offering that solves your target market’s pain point, and how to best differentiate your product/business from the competition. With each of these points clearly defined, you can ensure your messaging draws in your target market and leaves them with everything they need to know about your product/business and why your solution is the best solution.

Integrate the Sales Pipeline

The best websites map out the user experience that eventually leads to a call to action (CTA) to either learn more, start a trial or buy the product. Proper placement of these CTAs will drive user engagement with your brand and have the potential to drive sales for your business. There are many tools available to track user behaviors on the site, (one such tool is CrazyEgg) so that your business can best optimize its CTAs and find the most user friendly design for them on your website.

Complete omission of CTAs and other sales-driven actions can result in lost revenue. Your website has the ability to drive sales leads from individuals who engage by requesting more info or a free trial of your product. From there, the sales team has a much greater ability to convert this lead, since search-driven leads have a 14.6 percent close rate compared to the 1.7 percent close rate for cold leads.

Among the long list of responsibilities for a business, its website must remain a top priority. While there’s no set rule regarding when a business should perform website updates, businesses should be updating their websites when they fail to incorporate modern user-interface elements and when they hinder a business’ sales funnel. But by making web maintenance more routine, a website becomes less burdensome to maintain, and with the proper messaging strategy and design execution, a business can create a modern, user-friendly site to reap the benefits a great website has to offer.

By: Jaimie Yakaboski

 

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5 Strategies to Promoting a Successful Webinar http://0to5.com/5-strategies-to-promoting-a-webinar/ http://0to5.com/5-strategies-to-promoting-a-webinar/#respond Tue, 07 Nov 2017 20:12:52 +0000 http://0to5.com/?p=4167 For reasons too many to name, webinars continue …

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For reasons too many to name, webinars continue to be one of the most popular strategies for leveraging content to drive qualified leads. There has been significant focus on creating great content over the past few years, for good reason, but the fact remains that no matter how good your content is, if people can’t engage with it, it’s all but useless.

  1. Have a plan. There is so much that goes into planning a successful webinar, but in order to start you need to ask yourself:
    • Who are you targeting?
    • What amazing content are you going to be presenting that is going to knock everyone’s socks off?
    • What day and time are you going to host it to drive the best attendance?
    • How are you going to reach your audiences?

The answers to all of these questions and more should be answered up-front in a comprehensive strategic plan. To be most effective, promotional activities need to occur pre-event, during the event, and post-event – what tactics will you be employing at each phase? The chosen strategies and tactics should be aligned to your audiences and their behavior – have you built personas that help you identify the best ways to reach your intended audience?

Having a thorough plan ensures that when it is “go-time”, promoting the webinar is strictly about world-class execution.

  1. Engage hearts and minds. People are faced with a constant deluge of information. The hard truth is that no matter how interesting you think your webinar topic is no one is going to show up to your webinar unless you engage their interest – emotionally or intelligently. The key here is coming up with ideas that will get your audience excited. Excited enough to register, mention it to a co-worker, and share it on a social media platform. Excited enough that it is memorable.

If you want to be memorable, boring email blasts are not going to cut it.

Giving away valuable content, offering special discounts, creating games or sweepstakes, hosting contests and even the strategic use of humor are all ways to create a more engaging promotional experience.

  1. Take an integrated approach. Use every available means to reach your audience: email, social media, direct mail, the homepage of your website, and PPC campaigns can all help drive your audience to register. If you have multiple speakers, leverage them! Have your speakers add a link to the landing page to their email signature. Every speaker, sponsor, and partner should also be communicating within their own professional networks to drive attendance. Write a blog post that teases or supplements the content you will be sharing in the webinar. Invite industry media and analysts so that they promote it to their audiences during and after the webinar. Create a 30 second teaser video.

Sometimes people fall into the trap of thinking that since a webinar is a digital event – only digital strategies can be used to promote it. Nothing is further from the truth! 

In reality, people can and should be reached across multiple mediums. Direct mail and PR can be used to effectively promote a webinar, especially one on a trending topic.

  1. Stay in front of your audience. According to HubSpot, only 30% of people who register for a webinar will actually attend. Once someone has registered, don’t forget to send reminders the week and even the day of the event – people get busy and webinars are easy to forget. If someone registers but doesn’t attend, send a follow-up email that drives them to the webinar recording.

When it comes to promoting an event, once is never enough.

  1. Keep it simple. Make sure your invitation emails are clean and informative so that it is simple for people to learn what they need to know and take action. Keep it simple to register via obvious CTAs, a clean and well organized landing page, and an easy way to access previously recorded webinars. Use best practices on form fields and placement. Less is more, now is not the time to gather every potential piece of information on a lead you wish you knew!

Webinars are a cost-effective tactic that allow companies to expand their reach, target more people and deliver content in a compelling, fully branded way. Developing a strategy that effectively promotes your webinar will drive attendance and ensure success.

Related Articles:

By: Cole Naldzin, Principal

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Zer0 to 5ive’s Veteran CEO Helps Young Entrepreneur Change the Lives of Veterans http://0to5.com/veteran-ceo-helps-young-entrepreneur/ http://0to5.com/veteran-ceo-helps-young-entrepreneur/#respond Mon, 06 Nov 2017 13:04:41 +0000 http://0to5.com/?p=4187 As a veteran of the U.S. Army, Zer0 to 5ive’s founder…

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As a veteran of the U.S. Army, Zer0 to 5ive’s founder and co-CEO, Michelle Pujadas, is a big veteran supporter. Over the course of 15+ years, she served on active duty, in the Army Reserve and in the Individual Ready Reserve, achieving the rank of Captain and commanding a unit during the first Gulf War.

When Michelle heard the story of Amira Idris, a social entrepreneur who is developing a wearable to address the ‘phantom limb pain’ that many amputees face, including military veterans, she knew she wanted to get involved.

Idris’ startup, TheraV, has developed the ELIX, a wearable that stimulates periphery sensory nerves with vibrations, which in turn activate large sensory nerve fibers. Activation of these large sensory nerve fibers closes the pain gate, thus inhibiting pain signals from reaching the brain.

After meeting in Washington, DC, Michelle, the Zer0 to 5ive team, and Amira created a plan to launch an integrated Veterans Day campaign that combines public relations, social media and crowdfunding in order to raise money to help Amira get 100 ELIX wearables to veterans in need.

On a personal level, Michelle is donating to the campaign, as well as leveraging her personal and professional network to help Amira meet her goal.

The TheraV campaign for Veterans Day will begin November 6. To learn more about the campaign or to make a donation, please visit: https://www.gofundme.com/therav-for-veterans

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Mastering the Art of Infographics for Public Relations Efforts http://0to5.com/mastering-art-infographics-public-relations-efforts/ http://0to5.com/mastering-art-infographics-public-relations-efforts/#respond Tue, 17 Oct 2017 16:50:36 +0000 http://0to5.com/?p=4086 They say a picture is worth 1,000 words, but how about…

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They say a picture is worth 1,000 words, but how about 1,000 hits? Information graphics, or more commonly known as “infographics” are graphic visual representations of information, data, or knowledge that help to present information quickly and clearly. It is hard to ignore the surge of infographics that you see every day in print, online and social media.

From the USA Today Snapshot to Instagram to research reports, infographics are everywhere.

Source: USA Today

Why have infographics become so popular? For starters – they are fun, visually appealing, and a great way to communicate a lot of information in a succinct way. In addition, consumers are bombarded with a massive amount of information on a daily basis and it has shortened our attention spans. In fact, a recent Nielsen Company audience report revealed that adults in the U.S. spend nearly 11 hours each day consuming media.

 

 

Competition for consumer attention is fierce and a strong visual will make people more compelled to reader your content and to share it with others. According to a recent article on HubSpot, when people hear information, they’re likely to remember only 10% of what they heard three days later. However, if a relevant image is paired with that same information, people retained 65% of it three days later. Additionally, infographics are much more likely to be shared via social media than your standard text article. In fact, Infographics are “liked” and shared on social media 3x more than any other type of content, according to HubSpot.

What’s the Story?

Infographics can be used to support a campaign in a variety of ways – to display survey data, illustrate a trend or timeline, make comparisons, raise awareness of an issue, simplify a concept or process or demonstrate results of research. To be effective, infographics must be focused on your core idea and tell a compelling story. Use a compelling headline that grabs the user’s attention and use images and captions to connect the dots. Contrary to popular belief, you do not need original data to leverage infographics. As long as you include the sources of information, you can also use industry data, trends, and other relevant information to support your idea.

 

Keep it Simple and Sharable

The design of an infographic is as important as the content. Compelling infographics are well designed, visually appealing, and easily digestible. Limit fonts and be consistent with the color palette. Remember to leave white space. The infographic also has to be easy to view and easy to share. Designing it to be a manageable length and size will make it easier to share and view on social media and other mobile platforms.

 

Share Far and Wide

Once you’ve created an infographic, you need to promote it. There are many ways that you can share it to increase awareness, visibility and engagement for your business: send in a press release as an accompanying visual; share on social media; post on your website and company blog; or send with a pitch to targeted media contacts.

 

At Zer0 to 5ive, we love to use infographics in our PR campaigns and we have seen the difference that a well-designed, visually appealing, and easily digested infographic can make in media coverage, particularly on social media. We’ve included a few of our favorites below to give you some ideas on using infographics in your next PR or marketing campaign.

 

 

 

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How to Generate Tradeshow Buzz Like a PR Boss http://0to5.com/generate-tradeshow-buzz-like-pr-boss/ http://0to5.com/generate-tradeshow-buzz-like-pr-boss/#respond Thu, 05 Oct 2017 14:31:09 +0000 http://0to5.com/?p=4106 Industry tradeshows are one of the oldest and most…

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Industry tradeshows are one of the oldest and most popular tools in the marketing toolbox for generating sales leads; they are also one of the most expensive. The industry average for a 20×20 tradeshow display costs between $40-$60K, according to ExhibitUSA – not including employee travel costs, hotel stays, food and beverage, audio and visual, alcohol, or entertainment.

To almost no one’s surprise, tradeshows continue to be one of the most powerful tactics for companies seeking a direct return on investment. Where else can you meet face to face with prospective customers and partners while getting to spy on your competitors?

If you have been using tradeshows solely as a sales tool, you’re missing out on opportunities to expand your PR footprint by building credibility and buzz for your brand, as well as getting to meet key trade media in person.

Whether you’re attending the Consumer Electronics Show (CES) or EDUCAUSE, there are great ways to build buzz and garner media coverage.

Be a detective

If you are an exhibitor, speaker or sponsor, chances are, you’ll have access to the registered list of media attendees. If not, or if the organizers won’t share the list with you, use Google to find out what media covered the event last year; there’s a strong chance that if they’re still at the same publication and covering the same beat, they’ll be the ones attending again. Reach out to inquire if they’ll be attending again and if they can make time to stop by your booth. If they aren’t assigned to cover the conference this year, ask if they can connect you to the right person at their publication.

The early bird gets the worm 

If you wait until the week before your event to ask reporters for a meeting, you’ll be greatly disappointed. By that time, their calendars are already full. Traveling for tradeshows is a big investment for reporters, and they typically have a number of things they want to see and accomplish. They will have sessions they want to hear and interviews their editor has already assigned. Ideally, reach out 3-4 weeks in advance to ask for a meeting. If a reporter’s schedule won’t allow a face-to-face, schedule a phone interview in advance to brief them on your news so that if they do swing by your booth, the pressure is off for both of you and you can just hit the high points. 

Create a sense of urgency

If your client has big news to share, don’t wait until the day of the show to make a splash! Give your media contacts a heads up at least a week in advance and share the release with them under embargo, so that they are able to gather all of the information and conduct any interviews they need to tell a great story, BEFORE they step foot on the tradeshow floor. This way, your story is more likely to run AT THE START OF or DURING the event, which can create greater buzz and capture greater attention. 

Social media can’t be done in a vacuum

 If your company has been inactive on social media channels up until now, leveraging a conference is a great starting point to build a following. Assign one person to be in charge, but encourage all employees to engage with the Company’s social media channels during the event. Use the event hashtag in your posts so that anyone following the conversation will see them. Use the weeks leading up to the event to leave teasers about what you’ll be showcasing, where your booth will be located, and to start generating conversation and building followers that you want to meet with at the event. Don’t rely on a colleague sitting in an office 3,000 miles away pushing out canned tweets that don’t reflect any real-time interaction from the event. Mix it up with photos, quick video interviews and direct quotes from speakers at the event.

Follow up!

When the show is over, you’re just beginning. You’ll want to follow up with any media and analysts that you met with at the conference to see if there they would like a follow-up call, if they have any questions, or if there are any materials that they would like to see. It’s YOUR responsibility to close the loop and move the tradeshow meeting into media coverage. And, for anyone that you weren’t able to meet with – because there will ALWAYS be cancellations – make sure to follow up to reschedule the meeting by phone. Connect with reporters you met on LinkedIn and follow them on Twitter and have your client do so as well – use the tradeshow as a catalyst to get the conversation going.

Tradeshows are a large investment of time and money for companies. By putting the right amount of time, effort and strategy behind them, you can create measurable value beyond sales!

Related Articles

By Colleen Martin, Principal

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How Brands Benefit from Visual Storytelling – Tips from Pixar Alum Matthew Luhn http://0to5.com/visual-storytelling/ http://0to5.com/visual-storytelling/#respond Tue, 19 Sep 2017 19:13:53 +0000 http://0to5.com/?p=4038 There can be no doubt that Matthew Luhn is a master…

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There can be no doubt that Matthew Luhn is a master of visual storytelling. At only 19, he became the youngest animator to join The Simpsons while in its third season. Luhn later joined Pixar Animation Studios and collaborated on the most commercially successful and well loved movies of our time: Toy Story, Finding Nemo, Monsters Inc., Ratatouille, Up, Cars, Toy Story II and Toy Story III.

From Hollywood to the boardroom, Luhn now advises Fortune 500 companies on how to successfully narrate their brand and connect to an audience through visual storytelling. On September 13th, the Chamber of Commerce for Greater Philadelphia hosted a seminar on digital storytelling and invited Luhn to be the keynote speaker. Mixing popular examples with his own experience, Luhn outlined how today’s brands can craft their own powerful stories that resonate.

Visual Storytelling Makes a Brand
Memorable, Impactful and Personal.

Statistics show that when you wrap a story around something, people remember it. Given the age of short attention spans and media oversaturation, how do we make a story wrapper that sticks?

BE CONCISE

Use as few words as possible. If you can’t explain something simply, you have to go back to the drawing board.

HAVE A GREAT HOOK

What if a rat dreamed of being a French chef?

Sound familiar? Pixar writers knew that people don’t like rats and especially don’t like them around food. What’s more, they don’t like uppity Parisians dictating good taste. Add this up, and you get the unexpected hook of Ratatouille.

What if you could fit 1,000 songs in your pocket?

Steve Jobs knew the importance of storytelling. Before unveiling the first generation iPod, he described the disappointments and drawbacks of his competition’s current technology. With the stage set, he gave his hook to create anticipation for Apple’s revolutionary products.

BE AUTHENTIC

Don’t be clever or snarky. Be vulnerable and honest. Come from a place of truth and passion. Don’t be afraid to be bold because if you try to please everyone, the message will get weaker until no one is affected.

Never state the theme in your story. Make people feel it. This comes down to the old adage, “Show. Don’t tell.” The theme of Finding Nemo was: Being overprotective won’t lead your loved ones to a better life, letting them go will. However, no character beats us over the head by overstating it. Great storytelling has to be subtle. Dory the fish says, “Well, you can’t never let anything happen to him. Then nothing would ever happen to him.”

USE UNIVERSAL THEMES ABOUT CHANGE

Once you’ve hooked an audience, take them on a journey of change, be it striving towards impossible dreams, facing fear of abandonment and learning about love and sacrifice. Your consumer/user needs to play the role of the hero; not your product or company founders.

The Always #LikeAGirl campaign used video interviews where young girls, both before and after puberty, were asked, “What does it mean to do something ‘like a girl?’ How would you run ‘like a girl’ and fight ‘like a girl?’” The videos demonstrate that somewhere in puberty, girls learn that “like a girl” translates to weakness and is meant as an insult. If this was something learned, then it could be unlearned. So campaign creators set out to transform “like a girl” and make it a call for confidence, as in “try, fail, learn & Keep Going #LikeAGirl.”

Stories that are memorable, impactful and personal are about the kind of transformation that inspires us to make decisions towards our own change.

Related Articles

Who Would Play Your Brand On The Big Screen

The Brand Experience

6 Ways to Incorporate Video Into Your Brand Strategy

By: Claire Brukman, Principal and Creative Director

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Maximizing Visibility for Medical Devices Throughout the FDA Approval Process http://0to5.com/medical-devices-fda-approval-process/ http://0to5.com/medical-devices-fda-approval-process/#respond Thu, 06 Jul 2017 15:28:58 +0000 http://0to5.com/?p=4016 Pursuing FDA approval for your medical device can…

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Pursuing FDA approval for your medical device can be an exciting time for any company in the healthcare space. Whether you are taking the path of the FDA’s premarket approval (PMA) process or the 510(k), the regulatory milestones along the way create multiple opportunities for a company to begin generating visibility and awareness for the product.

These key milestones include:

  • Clinical Trials
  • PMA/510(K) Submission
  • Advisory Committee Meeting
  • FDA Approval
  • Launch

A PR strategy that beings at the start of clinical trials and keep key stakeholders informed along the way will enable you to be prepared for each step, maximizing visibility throughout the process, and hit the ground running once your product receives FDA approval.

Clinical Trials – Announcing the commencement of clinical trials (first patient enrolled) and the achievement of key milestones can be announced through press releases and promoted to the media. At this stage, it is important to identify your top media contacts and influencers so that you can keep them informed throughout the process. Phase I and II clinical trials will generate the most interest among trade publications, while Phase III trials will be of interest to a wider array of media, potentially including mainstream media.

Once the clinical trials end and the submission is being prepared, it can be a good time to launch an issues campaign that supports the need for your device in the industry, educates stakeholders and helps build awareness. This type of campaign can help lay the groundwork for the filing and advisory board meetings.

PMA/510(K) Submission – Prior to the company submitting its application for FDA approval, it’s important that all the pieces of the communications strategy are in place to support the company through the advisory meetings and begin the push toward launch. This includes finalizing key messages and supporting points, identifying and preparing KOLs, and conducting any non-clinical research that will help support the launch of the product, such as market research or surveys. The PMA submission should be announced through a press release and interviews with key reporters should be scheduled with company executives.

Advisory Committee Meetings – Advisory Committee meetings leading up to approvals are a key milestone for awareness and visibility. It is important to issue a press release in advance of each meeting – to announce the scheduled meeting date and to inform media of this important milestone – and also to announce the outcome immediately upon the close of each meeting, preferably the same day. Industry media are likely to attend these meetings, particularly if your device is high profile. You can contact the FDA communications team assigned to your device category for additional insight into which media have registered to attend the meeting or might be there. Therefore, company spokespeople should be prepared with media talking points and a QA in advance of the meeting for on-site interviews. Key media contacts not in attendance should be briefed via phone as soon as possible following a successful meeting.

FDA Approval – Assuming that all goes well, the FDA will alert the company that the product is “approvable” and a date will be set by which time your company will receive official word of approval. While it is sometimes hard to know the specific date that the approval will be received, you should be prepared with all materials and communications plans in place so that you can push out the press release immediately upon notice. All key reporters should be pre-briefed on milestones to date and the outcome of the advisory board meeting. Key KOLs, clinical trial sites that you are using for media, and others who will serve as media references should be media trained and provided with key message points. Photos, videos and other multimedia assets should be prepared, captioned and made available on your website for download (this page can be hidden until the approval is official.) Once the FDA approval is formalized, an aggressive PR campaign in support of the product can begin.

Launch

Likely there will be some time between FDA approval and the actual commercial launch of the product to target market. At this point, you should have a strong foundation of visibility and awareness for your product, which will help you build momentum towards the commercial launch. But that, my PR friends, is a topic for another blog!

Any tips to share for maximizing visibility through the FDA process? Let us know.

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By: Jennifer Moritz, Managing Principal

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The Keys to Successful Media Pitching http://0to5.com/successful-media-pitching/ http://0to5.com/successful-media-pitching/#respond Wed, 28 Jun 2017 21:11:39 +0000 http://0to5.com/?p=3982 As public relations professionals, one of our main…

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As public relations professionals, one of our main responsibilities is to build relationships with the media on behalf of our clients. Developing a good rapport with a member of the media can result in interview and byline opportunities you’ve pitched as well as opportunities where a reporter proactively reaches out to use a client as an expert in an upcoming piece.

In order to foster a great relationship with a member of the media, a PR pro must first understand the keys to successful pitching. Understanding what a reporter is looking for will enable you to draft pitches that will not only be worthwhile to the reporter, but also to you and your client.

Here are five things to remember before you develop your pitch:

  1. Facts, Facts and More Facts: The media loves hard facts, so beginning your pitch with a reputable, eye-opening statistic to address a pain point is a great way to get a reporter’s attention and spur his/her interest in the topic you are pitching.
  2. Hard News Is Great News: You can pique the media’s interest by pitching them hard client news such as new products, acquisitions, partnerships, etc. In some cases – when newsworthy enough – you can even use these types of announcements to kindle their interest through embargos or exclusives.
  3. Breaking News and Events: Whether it a recent election or a major conference/event/holiday, you can use timely news hooks to get the attention of a reporter that may already be covering a related story
  4. Catchy Subject Lines: A subject line can make or break your chance of catching the eye of a reporter, as they are often working on-the-go or trying to meet a deadline. Your subject line should be as short and clever as possible, as well as readable from a smartphone or tablet.
  5. Ready-to-Go Content: Reporters are often juggling multiple stories at once, so they may pass on a story idea if it requires them to interview a source and ultimately write another piece. Having “Expert Tips” or “Top-10 Lists” at the ready can increase your chances of coverage. In some instances, it can also lead to a byline opportunity for your client.

Keeping these tips in mind, you can now confidently draft a pitch that will get a second look and help you open the door to new and greater opportunities for client coverage.

 

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5 Tips for Building Relationship with Media

The Role of Research in Media Relations

The Anatomy of a Success Pitch

By Maggie Markert, Strategist

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