2/21/14 Cantaloupe Indy Event - "Video Storytelling: Connecting With The Right People at the Right Time"

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Education

Published on February 24, 2014

Author: CantaloupeEQ

Source: slideshare.net

Description

Jon DiGregory, Cantaloupe TV's Founder and Evangelist, spoke at an Indy event on February 21, 2014. These are his slides. For future events, visit http://www.cantaloupe.tv/events/

>> ABOUT THE EVENT <<
Whether you're a marketing expert trying to create attention-grabbing video content, or a sales professional wanting to keep prospects engaged, you're probably struggling with the same issue: strategy. Video without a strategy will fail.
 
We believe that in order for your message to "stick", it must emotionally connect with the right audience at the right time. The purpose of this interactive event is to help you:
• Identify The Right Audience: Who's attention are you trying to get? Where are they in your sales cycle?  
• Share The Right Message: What stories will meet them where they are, help them to emotionally connect with you, and move them closer to the sale?
 
By the end of the event, you will have framework for your strategy that will enable you to connect with the right people at the right time.

Jon DiGregory Let’s spend some quality time together

10 10 8 5 9

Sticky Side Down & At The Top! WRITE BIG LIKE THIS

My brother can do really cool “wheelies” on his motorcycle!

My brother can do really cool “wheelies” on his motorcycle! ! ! ! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend. Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.

My brother can do really cool “wheelies” on his motorcycle! ! ! ! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend. Dad was showing off on his motorcycle in the local pub 
 parking lot when Dad’s not yet new girlfriend was walking 
 out to put more money in the parking meter. Stunned by 
 the ribbing the accelerator and popping up his front tire 
 really caught Shellie's eye since Mom, who is scared for 
 Jimmy’s safety, says that if he doesn’t stop soon Jimmy 
 with ultimately crash his motorcycle and get hurt real, real 
 bad. In reality, Mom really hates seeing him do wheelies 
 since it was those very same type of wheelies that attracted 
 Dad’s girlfriend to him. Dad was showing off on his motor
 cycle in the local pub parking lot when Dad’s not yet new 
 girlfriend was walking out to put more money in the parking 
 meter. Stunned by the ribbing the accelerator and popping 
 up his front tire really caught Shellie's eye since.

My brother can do really cool “wheelies” on his motorcycle! ! ! ! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend. Dad was showing off on his motorcycle in the local pub 
 parking lot when Dad’s not yet new girlfriend was walking 
 out to put more money in the parking meter. Stunned by 
 the ribbing the accelerator and popping up his front tire 
 really caught Shellie's eye since Mom, who is scared for 
 Jimmy’s safety, says that if he doesn’t stop soon Jimmy 
 with ultimately crash his motorcycle and get hurt real, real 
 bad. In reality, Mom really hates seeing him do wheelies 
 since it was those very same type of wheelies that attracted 
 Dad’s girlfriend to him. Dad was showing off on his motor
 cycle in the local pub parking lot when Dad’s not yet new 
 girlfriend was walking out to put more money in the parking 
 meter. Stunned by the ribbing the accelerator and popping 
 up his front tire really caught Shellie's eye since.

Let’s Get Awkward: Find An Emotional Connection

What is an Emotional Connection? What is an Emotional Connection? Heart Data Distribution Personal

Facts & Data Gut Feeling

Emotional Connection = ACHIEVING COMMON GROUND

Lesson one: Only trust people who like big butts… ! They cannot lie. Achieving Common Ground = Opening the door to TRUST & BELIEVABILITY!

Trust & Believability = Positive Decision Making Without FEAR, UNCERTAINTY & DOUBT!

Applying Emotional Connections To Marketing SIMON SINEK’S: Start With Why

Facts & Data Gut Feeling

Why is Why important? Cart before the horse 02. Secondary Emotional Connection 01. Primary Emotional Connection

Instead… Horse before the cart! 02. Secondary Emotional Connection 01. Primary Emotional Connection

WHAT DO YOU WANT VIDEO TO DO FOR YOU? “I want video to help me____________!”

PLAN PRODUCE PRESENT

PLAN PRODUCE PRESENT

PLAN BOLT ON AUDIENCE ROI DELIVERY COST

PLAN

PLAN BOLT ON AUDIENCE ROI DELIVERY COST

PLAN A plan for attaching video storytelling 
 to your sales 
 and marketing processes...

PLAN BOLT ON AUDIENCE ROI DELIVERY COST

PLAN Where is your audience? Identifying them by the four stages of your sales cycle 01: Fran 02: Dan 03: Claire 04: Bob

The four Personalities of your sales cycle PLAN Meet Fran Meet Dan Meet Claire Meet Bob FOUND DIGEST CONFIRM BELIEVE ! ≈ ? AWARE CURIOUS $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES

The four Personalities of your sales cycle PLAN 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE ≈ ! ? UNAWARE AWARE $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES

PLAN

PLAN FRAN: Why Story WHY DO YOU DO WHAT YOU DO?

Why do you do what you do?

On a scale of 1-10, how important is it for new prospects to feel an emotional connection? ?

10

The four Personalities of your sales cycle PLAN 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE ≈ ! ? UNAWARE AWARE $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES

PLAN DAN: About Us Story WHAT NEEDS TO BE SUPER CLEAR?

What about you needs to be completely understood? 10

On a scale of 1-10, how important is it for new prospects to completely get what you do? 10 ?

10 8

The four Personalities of your sales cycle PLAN 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE ≈ ! ? UNAWARE AWARE $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES

PLAN CLAIRE: Client Story WHAT DO YOU DO BEST?

What can you brag about? 10 8

On a scale of 1-10, how important is it that prospects believe you do what you say you do? 10 8 ?

10 8 5

KEEPING THE CONVERSATION GOING!

PLAN ✆

PLAN ✆ $

PLAN 4 weeks ✆ $

PLAN 18 mn ✔ 4 weeks ✆ $

PLAN 18 mn ✔ 4 weeks ✆ $

PLAN 18 mn ✔ 4 weeks ✆ $

PLAN 18 mn ✔ 4 weeks ▶ ▶ ▶ ▶ ✆ $

PLAN x 18 mn ✔ ▶ ▶ ▶ ▶ 4 weeks ✆ $

PLAN x 18 mn ✔ ▶ ▶ ▶ ▶ 4 weeks ✆ $

PLAN x 18 mn ✔ 4 ▶ ▶ ▶ ▶ 4 weeks ✆ $

PLAN x 18 mn ✔ 4 ▶ ▶ ▶ ▶ 4 weeks ✆ $

The four Personalities of your sales cycle PLAN 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE ≈ ! ? UNAWARE AWARE $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES

PLAN BOB: Best Practices Story WHAT NEW THINGS ARE YOU EXCITED ABOUT?

10 10 What’s new or coming up? 8 7

On a scale of 1-10, how important is it that your clients keep learning how to use you? 10 8 7 ?

10 8 5 9

KEEPING THE CONVERSATION GOING!

PLAN BOLT ON AUDIENCE ROI DELIVERY COST

Where is the ROI? Without A Story $1.49

With A Story How much is it worth now? $??.??

$1.49 > $197.50!

What is the ROI of your Mother?

PLAN Can you describe your emotional connection?

PLAN BOLT ON AUDIENCE ROI DELIVERY COST

No recipe for the One Hit Wonder

How many views?

PLAN 79,405,003 CONGRATULATIONS! You now know there are over 79 million people dumber than you...

PLAN Email Clicks WITH Embedded video Email Clicks WITHOUT Embedded video

PLAN BOLT ON AUDIENCE ROI DELIVERY COST

PLAN How much you got? Please provide a budget

PLAN Think Phone Bill! What can you spend monthly?

PLAN PRODUCE PRESENT

AUTHENTIC STORY CLIENT VS. VIEWER PRODUCE

AUTHENTIC STORY CLIENT VS. VIEWER PRODUCE

PRODUCE We actually CAN handle the truth

PRODUCE Authentic is real… Real = trust and believability

PRODUCE Authentic is efficient “An pleasant unexpected surprise”

AUTHENTIC STORY CLIENT VS. VIEWER PRODUCE

PRODUCE Story is the fastest way to achieve Common Ground

PRODUCE What makes a good story? What makes a Story? ? Question Journey Reflection Reward Story

AUTHENTIC STORY CLIENT VS. VIEWER PRODUCE

PRODUCE Client F Facts Data Compliance Viewer V Relevant Believable Reward

PRODUCE Client F Facts Data Compliance Viewer V Relevant Believable Reward

PLAN PRODUCE PRESENT

PRESENT STORY.BOOK EXCUSE NOT ABOUT YOU

PRESENT STORY.BOOK EXCUSE NOT ABOUT YOU

PRESENT

PRESENT

PRESENT STORY.BOOK EXCUSE NOT ABOUT YOU

Getting permission to interrupt! PRESENT MARKETING VIDEOS AUDIENCE SHIFT { ! Meet Trigger TOUCH DON’T CARE ONGOING CARE nce die Au ift Sh Meet Fran SALES VIDEOS Meet Dan Meet Claire Meet Bob FOUND DIGEST CONFIRM BELIEVE { ! ! ≈ ? AWARE CURIOUS $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES

PRESENT MARKETING VIDEOS { ! Meet Trigger TOUCH DON’T CARE ONGOING CARE nce die Au ift Sh Meet Fran Meet Claire Meet Bob FOUND SALES VIDEOS Meet Dan DIGEST CONFIRM BELIEVE { ! Getting permission to interrupt! ! ≈ ? AWARE CURIOUS $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES

PRESENT THE ARTICLES { ! Meet Trigger TOUCH DON’T CARE CARE O nce die Au ift Sh Meet Fran THE ADS Meet Dan Meet Claire M FOUND DIGEST CONFIRM B { ! ! AWARE ? CURIOUS ≈ I LIKE IT $ I’M BUYING RE

PRESENT

Everyone Has A Blurry Space

PRESENT STORY.BOOK EXCUSE NOT ABOUT YOU

PRESENT Who gets your permission to keep interrupting? To work... it can’t be about you. So get over it!

10 8 5 9

What is HOT in your industry? 10 8 7 9

10 10 On a scale of 1-10, how important is to find and keep new prospects? 8 7 9

10 10 8 5 9

10 EP 01 EP 02 EP 03 EP 04 EP 05 EP 06 Neuroscience | Storytelling | Branded Content | Video SEO | Persuasion | Sales Videos 10 10 9 8 ! ! WHY STORY ABOUT US CLIENT STORIES BEST PRACTICES ! ! ! ! VID 01 Everything we do is about creating Emotional Connections VID 01 Authentic VID 01 IOS VID 01 Story.Book ! ! ! VID 02 Story.Book VID 02 Gatorade VID 02 Video Hosting ! ! ! VID 03 FDCB VID 03 Federal Signal VID 03 Roadmap ! ! VID 04 Rockwell VID 04 Why WS

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