Wellington Tech Marketers June Breakfast
Thu 28 June 2018, 7:45 AM – 9:00 AM
Topic: The power of storytelling – advice and lessons learnt the hard way.
Speakers and Presentations:
Pat Macfie, Xero – Global Media Director, LinkedIn, Twitter.
- Creating content that cuts through the sheer proliferation of information and “sea of sameness” is one of the greatest challenges in front of marketers in reaching and moving audiences today. And application of creativity and storytelling are just table stakes for marketers today – we need to do more than this.
- But how do we create content that really cuts through? Pat tells us the secret to doing this doesn’t lie in the tools we use – these bring incremental gains, for sure, but they aren’t the key.
- Creativity is the hack we need to get ‘return on content’. We need to dare to be different and have the courage of our convictions in following through on being different (because we all know what it’s like to have ideas that are “different” and then experience death by committee, or have the difference diluted throughout the various stages of execution until the final product resembles the very same thing you’ve done in the past). Pat’s analogy here is that we all need our own equivalent of his orange hat – the thing that sets him apart from the crowd.
- As marketers, how do we operationalise creativity and build it into our daily practice? Operational creativity sounds like an oxymoron, but Pat’s whole team does this by committing time every day for creative ideation – making time to build creative muscle and prioritise creativity as a discipline. Because, as Pat says, there’s no telling where the next winning creative idea might come from.
To request a copy of the presentation, please email us.