Recorded on April 18, 2013
How, and why, should newspapers add local business storytelling to their mix of products? The simple premise is, storytelling is one of the hottest tools in corporate marketing today…for good reason. Marketers are finding traditional ads are getting such low recall scores that they’re trying everything to get engagement. The bright spot is Corporate Storytelling.
Stories are welcomed. Good stories have lasting impact. Stories can communicate brand positioning and emotion. AND…. Who has the trust of the local community when it comes to telling stories? Newspapers. Newspapers have a real opportunity to take the lead in packaging and promoting the stories of their local business community and using their products and others to spread those stories to the community.
What we’ll cover:
Evolution of the marketing ecosystem
Why stories engage the target market
Newspaper’s big advantage over other media
The magic questions to ask your advertiser
Distributing and selling the story
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For more than 25 years, Mitch Henderson has made it his passion to master the science of marketing behavior. Mitch’s experience spans just about every arena of marketing. He’s been an advertising agency owner, television producer, newspaper publisher and director of sales for the Pacific Northwest’s largest chain of community newspapers.
Mitch is an expert in understanding the deep brain science of what motivates people to respond to advertising and how to persuade people to buy. He has worked with thousands of newspapers of every size across North America teaching publishers, managers, sales people and designers how to create more effective advertising and increase sales. Mitch’s high energy seminars, sales training and DVDs teach how to adapt to the evolving marketing ecosystem and better meet the needs of today’s advertisers.