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Welcome to Story Craft and a brand new year. Marketing for entertainment technology is the game we play at Neology. It’s a multi-player game in an ever-changing world. It keeps us on our toes and makes us want to blog about it.
In this blog, we share our insights, experiences and case studies — those head-scratching and “eureka” moments — about how we help entertainment technology companies strengthen their brands and subsequently increase their revenue. As we arm our clients with the right tools to do the job, we spend a lot of time ruminating on brand building and the essential storytelling that goes along with it.
Same old story?
As I stated in an earlier post in August 2010, storytelling in marketing ain’t new. Marketing in its earliest form was based on the sharing a compelling stories with a potential customers. The goal was then, as is now, to create an emotional reaction in the customer, an urgent desire, which could only be fulfilled by purchasing the product or service. What’s different is that in ancient times, the audience could take part. Somewhere along the way, we as storytellers forgot how to impart stories that invited interaction.
It’s been awhile since I’ve had time to update everyone on some of my project work. Here’s a project I completed last June and July with my client, Southpaw Technology. Southpaw wanted to launch the latest version of their digital asset management (DAM) system, TACTIC 3.0, at SIGGRAPH 2010. Neology defined a cost-effective launch strategy, and assisted in all marketing tactics, including product message development, PR, trade show booth setup, direct mail, collateral design and more. The campaign captured 2x as many leads as projected.