15,000-Year-Old Marketing Strategy: Why It Works

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Why Storytelling Works

The advent of mass media silenced a 15,000-year-old marketing strategy when technology became the driving factor of marketing. Storytelling survived near extinction through literature, oral histories, and entertainment.

There’s no way of actually knowing how old storytelling is; therefore, we can only estimate that it is thousands of years old (if not hundreds of, or thousands of thousand years old). However, neuroscience has discovered a few things we do know; it is the most comprehensive form of engagement that cultivates relationships, encourages behavior and incites action – which is the very purpose of marketing.

This session explores the neuroscience of storytelling; how it used within the entertainment industry… and, why brands must develop a compelling narrative in order to encourage brand loyalty, secure revenues, and establish a competitive advantage in their industry.

During this session, we will be making a few assumptions in order to more readily dive deep into the power of story marketing. Those assumptions are listed here.

This Session’s Panel

Donny Osmond

Donny began performing at the age of 5 on the “Andy Williams Show.” And, for more than 50 years, he’s been a singer, actor, show host, and best-selling author. He’s sold over 100 million records—33 gold records. As a teenage icon in the 70s, he performed to millions around the world. He top the charts in the 80s with songs like Soldier of Love and Sacred Emotion. He starred in the lead role of Joseph in “Joseph and the Amazing Technicolor Dreamcoat” in the 90s. Won Dancing with the Star, and released his 60th album in the last decade. Today, he headlines with his sister, Marie, in Las Vegas.

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Shonté Taylor

Shonté Jovan Taylor is a Neuroscientist, Mindset Success Catalyst & Social Entrepreneur who is Igniting Minds around the world through Coaching,Training, Neuromarketing & Speaking. The Mind and Brain are the keys to our ultimate fulfillment, creativity and SUCCESS in life. The ability to get out of our comfort zone to pursue new adventures, professions, and entrepreneurial heights is 90% MINDSET and the rest is LEARNING new skills, Taking ACTION, and being Held ACCOUNTABLE. Shonté’s mission is to guide ambitious people seeking new opportunities to shift their mindset to reach their full potential in life, profession and business.

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Jeff Marcoux

Jeff comes from the marketing automation and consulting industry, and is CMO Lead for Worldwide Enterprise Marketing at Microsoft, Jeff has driven cross product and team collaboration, supported product releases, brought new products to market, and innovated content strategies. He believes that every touch point with a customer is a marketing experience. He attended the University of Washington and received an MBA in Leadership, a Certificate in Technology Entrepreneurship, and was a Board Fellow for Leadership Eastside. Jeff currently sits on the board for the Internet Marketing Association, and a professor of marketing at UC Irvine’s extension program.

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Don Osmond

Marketing professional, speaker, and writer Don Osmond believes that authenticity is the only value proposition a company can truly offer. Customers are not looking to be sold a product or service; they are looking for an invitation to engage with your story through experiences. As the founder and managing partner of OzComm Marketing, Don helps companies articulate a creative, corporate narrative used as the foundation for branding and messaging. By developing genuine story-based marketing, his clients establish brand positioning, avoid commoditization, and increase profit margins and market share. Looking to connect?

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Attending this session, we assume the following:

    1. Marketing is an art; therefore its appeal is largely judged on a subjective scale
    2. Psychological and emotional triggers drive sales and customer engagement.
    3. Marketing success is measured on metrics that are used to support the sales function of a company. (e.g. how many qualified leads are generated?)
    4. Stories follow seven archetypes: Overcoming Challenges, Rags to Riches, Quests, Journeys, Comedies, Tragedies, or A Rebirth
    5. The entertainment industry is based on telling stories through music, movies, concerts, radio, television, live theater, etc.
    6. Successful marketing is unobtrusive, authentic, sustainable, and provides a reasonable return on investment.

For more information about this session and the speakers, visit: http://schedule.sxsw.com/2017/events/PP59775