TLP Recommends “Finding the GAP” and “Disruptive Change” in TransMedia Strategies

Observations and insights are not the same thing.  In TransMedia, this is very important.

Observations mean raw data.  It’s a gradual accumulation of research information … that one  consciously and carefully records— exactly the way we saw or heard it … no interpretation added.

By contrast, insights are the sudden realizations.  We know them as “Aha!” moments!  They happen when we interpret the observations and discover unexpected patterns.

It’s all in the patterns … that reveal gaps between where people are now … and where they’d ideally like to be.  It’s the same with Brands.  It’s a place between now … their current reality and their desires for change in the market circumstances.  It’s described as a rift between the way something is now … and the way people assume it should be.

And whenever and wherever there is tension (observation), there is a GAP.  In TransMedia we call that an OPPORTUNITY … and for it to be highly effective … it must be DISRUPTIVE IN THE MARKETPLACE served by a Brand.

APPMARKET.TV reports:  Transmedia has been a buzz word for a while, but today it’s rapidly rising up the radar, with content creators increasingly interested in finding innovative ways to create stories that arc over various platforms, providing consumers with multiple entry points. A new trend reportfrom JWT, the world’s best-known marketing communications brand, explores why this trend is bubbling up right now, how it’s significant for marketers and where it’s going.

Understanding what transmedia means and how to develop relevant experiences that give audiences multiple entry points will be increasingly important for marketers as transmedia transitions into the status quo. The report, “Transmedia Rising,” provides an introduction to transmedia fundamentals: It includes a half-dozen case studies, insights from transmedia experts, a guide to finding more information (from events to podcasts to books and video clips) and a timeline charting some of transmedia’s milestones, from Disney to The Matrix and beyond.

“This is an era characterized by social media, multiple screens and empowered consumers, and transmedia leverages all of that while using age-old storytelling and marketing techniques,” says Ann Mack, director of trendspotting at JWT. “For marketers, transmedia presents new opportunities for capturing consumers’ time and attention-with the potential to enhance brand mythology and create more brand evangelists.”

Take the following example.  A secretary picks up a SmartPhone and dials an important number.  If she dialed the number and it was for her work does anyone really care?  But if the secretary decides to scroll through the recent calls placed on the phone by her boss … takes a look at the photos stored on the phone, watches a few videos, updates her FaceBook posts and shoots out a few Twitters … Well … then if her boss finds out she’s looking though his contact list and finds a few work colleague female names that should not be there … and then the boss finds out.  What do you think?  Would she still have a job?  The tension builds … and when disruption is thought about today in the TransMedia marketplace … Brands are seeking differentiation and ways to step out of the massive “clutter” in advertising  …

To do that … NOTHING IS BETTER THAN A GOOD DISRUPTIVE INFLUENCE.

Tension like this story about the secretary is the focus and at the bulls eye of each compelling story that captures an audience’s attention.  It is not surprising that TransMedia pitches must include this type of analysis for them to be effective.  Often and sadly they do not.

Consider the dull stories that broadcast :30 second spots continue to deliver to a bored audience.   A man meets a woman and they live happily ever after.  Where is the tension in that?  Or in the 1960′s style of advertising, a product like washing detergent meets a consumer with “big hair” who smiles and  lives happily ever after.

Really?

It’s not believable and it’s not emotional.   And where this is no emotion?  No sale… It’s a fairly simple formula.  So if a Brand intends to capture an audience’s attention or interest, it needs a major element of tension that throws status quo out the window.

Back to the secretary’s story … assume the secretary picks up the phone … scrolls through the pictures … finds one of herself … clicks on it and sees an invitation from her boss to go out to a swank restaurant that very evening.  As she and the audience realize he (the boss) left the phone there for her to find it and he then walks into the room and they embrace.

A title rolls up and says [_____] SmartPhones work in unexpected ways.  The tension is resolved and the audience buys into the solution.

A presentation without tension presented and tension resolved is lifeless … emotionless.  It’s not effective storytelling which good TransMedia StoryWorld building requires today.

TransMedia storytelling IS THE NEW MEDIUM.  It constructs a story and serves it across different platforms.  It invites audience participation and collaboration and is simultaneously linear, nonlinear and multi-dimensional.   Both individual and collaborative, TransMedia gives the audience what they want and WHEN THEY WANT IT.

TransMedia storytelling is not the simply taking content and ‘repurposing’ it for different media.   TransMedia builds a story universe (what researchers and creators call a narrative).   TransMedia invites the audience into a StoryWrold. The storytellers capitalize on the characteristics of each medium of delivery—traditional and new—to created, re-create and contribute to a distinct part of the narrative which is satisfying as a standalone experience. And at the same time, each part as well adds a meaningful and unique contribution to the overall story experience – individual and collective. TransMedia storytelling boasts and uses multiple points of entry making the StoryWorld accessible to different types of consumers, audiences and media-users. TransMedia, at the end of the day,  relies on the audience for interactivity and response to calls to action treating them with respect at all times.  TransMedia does not “sell” them, but instead invites them to become co-participants to join, expand upon and even change the narrative.

Naked Pizza Twittering

Naked Pizza, a New Orleans Pizzeria that specializes in healthy pies, set a one day sales record using social media.  In fact 68% of their sales came from people “calling in from Twitter.”

Credit: Naked Pizza Graphic

Using the Twitter platform, they are able to tell exactly how much in sales can be attributed to the Twitter action. Are they on to something? Perhaps!  Clearly.  Naked Pizza had a 15% increase in their business sales for the day.

In 140-characters or less, Twitter is starting to show some signs of profit for some for-profit businesses.

MORE ON USE OF LOVEMARKS IN A WEBSITE OR BLOG CAMPAIGN …

Check Out The Legacy Productions” “One Brick at a Time Campaign” By Clicking the Box Below

Jordan’s Become Legendary Campaign – What’s the Lovemark Here?

In January 2008, the “Become Legendary” Campaign was launched.  From the Press Release:  “BECOME LEGENDARY” is intended to inspire consumers to exceed expectations, challenge conventional views of sportsmanship and explain that greatness is attainable. Using evocative imagery, the ad campaign animates the Jordan Brand core truths – Authentic, Uncompromised, Earned, and Aspirational – which speak directly to the brand pillars derived by Michael Jordan’s personal values and philosophy for success.  We think Jordan Brand, a division of NIKE, Inc., did something exceptional with this Campaign.

Kevin Roberts, CEO of Saatchi & Saatchi introduced the concept of Lovemarks into the world of integrated brands in 2004.  Roberts is considered the guru of Lovemarks and speaks about the Blacks rugby team of New Zealand in this short clip “Nothing is Impossible.”  It’s clear there is a real connection between the Become Legendary Campaign and it’s message, its Lovemarks and Roberts’ description of the Blacks and “Nothing is Impossible.”  This is pull marketing and inbound marketing at its finest hour …

MORE ON USE OF LOVEMARKS IN A WEBSITE OR BLOG CAMPAIGN …

Check Out The Legacy Productions” “One Brick at a Time Campaign” By Clicking the Box Below

What is your Passion?

You see things; and you say ‘Why?’ But I dream things that never were; and I say ‘Why not?’

George Bernard Shaw

Click Box to Go to Will’s Video

On a continuing basis, The Legacy Productions will be aggregating inspirational content at this this location on the Blog.  This is known as Custodial Video “in the trade.”  In reality, we just think it’s a helpful thing to do.

What is Your Passion.  What are You Going to Do With it?

Look Me in the Eyes

U2 and Sports Quotes

Inspiration Message for Life from The Legacy Productions

Click Box Above to Go to Will’s Video

The future belongs to those who believe in the beauty of their dreams.

Eleanor Roosevelt

The Back Story 1.2 on Our “One Brick at a Time Campaign” with Will Smith Video

BACK STORY 1.2 ON THE LEGACY PRODUCTIONS’ “ONE BRICK AT A TIME CAMPAIGN”.

OUR GOAL:  1,000,000 views by March 1, 2010

So … What Are Your Lovemarks … At Your Blog or Website … Your Answer is Important

As human beings, we connect to one another by inspiration.  The “One Brick at a Time” Campaign follows the birthing TAG LINE of The Legacy Productions:  “…one inch at a time.”  It’s part of our story.   It’s why The Legacy Productions chose a Mission Statement of producing and distributing content that is empowering to our audience, to our company, and to our crews.

Photo Courtesy of Denise Carbonel

The Pittsburg Steelers had a motto in the ‘70’s.  Whatever it takes. Persistence … determination … under difficult circumstances.  It’s what we do. And it’s part of The Legacy Productions’ brand image.  We combine creative insight with emotion.  It’s not a weakness.  We do it on purpose.  Deep down, don’t we all just want to find an emotional connection to something?

Photo Courtesy of 33 Interactions

Pure inspiration for The Legacy Productions took form when we were sitting around listening to Al Pacino’s speech in “Any Given Sunday.”  Right.  Too much free time.  We were spitballing.  Throwing concepts on the wall.  We do that too.

It was during a difficult period for us – when we needed real inspiration.   New ideas.  Ideas are the new currency of the Web 2.0 world.   Money helps and follows.  But fresh new ideas are the coin of the realm.  And yes Pacino’s speech has crude language.   Lighten up.  Come on.  He’s a coach.  It is football.  It’s an Oliver Stone flick.   The points made in it harmonize with Will Smith’s advice in the video we chose to be a part of the “One Brick at a Time Campaign“.  It’s emotional.  It grabs you.  We could sanitize the speech here for the indelicate, but that would not be truthful — and it wouldn’t be any fun.  In reality, despite the crudeness of some of the language there is no doubt the Kevin Roberts’ Lovemarks of intimacy, sensuality and mystery are somehow present here in a raw form.  Racking our brains as to where … but we feel it at a gut level, and that is what Lovemarks are all abut.

Does it read the same in text as it plays in the video?  Not really … but you tell us by leaving a comment below.

I don’t know what to say really.
Three minutes
to the biggest battle of our professional lives
all comes down to today.
Either
we heal
as a team
or we are going to crumble.
Inch by inch
play by play
till we’re finished.
We are in hell right now, gentlemen
believe me
and
we can stay here
and get the shit kicked out of us
or
we can fight our way
back into the light.
We can climb out of hell.
One inch, at a time.

So what does this have to do with the “One Brick at a Time Campaign?”  We believe a lot.

Insightful advertisers are telling us left brain thinking doesn’t cut it anymore.  Some special brands are so far out in front that they seem to have evolved into something else.

Photo courtesy of Bart Claeys

The Kevin Roberts’ Lovemarks concepts we introduced in our “One Brick at a Time” Backstory 1.1 have literally exploded in useage in the Web 2.0 cyberworld.   Brands have created a loyalty that goes beyond reason frenzy in a race to the top.  That loyalty is created through mystery, sensuality, intimacy and creativity; those that can put these ideas into action will become truly coveted brands.  As Kevin points out, Lovemarks allow the brands to charge a “premium” for their product or service … and it continues to work.  Why?  It’s all in the story, in the mystery, the intimacy and the sensuality.  What brand is not interested in charging a premium in this economy?

You want “lifetime” customers and you want them to have a love affair with you, so that no matter what the competition does, no matter what discount shops or big box stores are offering cheaper, they will stay with you and they will pay a premium price to do so. Just as you will stay with your wife or your husband over 20 years because you have loyalty towards them beyond reason; a force that is bigger than a feature and much larger than a benefit is at work.

Create loyalty beyond reason!

Postscript

In our opinion we face the beginnings of one of the most expansive times ever. We are re-establishing a Renaissance age of old, some might even dare to say an age of new.

It is…

The age of new ideas.

The age of hope.

The age of discovery.

The age of dreams.

The age of emotion.  Where’s the emotion?

Think about it.  Doesn’t it seem like emotion has been taken out of the equation of most purchases? Deep down, don’t we all just want to find an emotional connection to something?   Take real estate for example – we aren’t buying into the realtor’s knowledge of real estate, or because he has “the guaranteed home selling system” – features and benefits like this are transparent.   What we are buying is their integrity and belief that they actually give a damn about us; that they actually care about the type of house we want to build our hopes, dreams and memories in.   All people want as consumers is to feel the world through all 5 of our senses.   It’s where the emotion comes in.

Brands that can ferry us to that mysterious place; brands that can move us from logical reasoning to emotional responses will in all likelihood create loyalty beyond reason.

Convinced?  Find out more here.

The Back Story 1.1 on Our “One Brick at a Time Campaign” with Will Smith Video

Why Did The Legacy Productions Create its “One Brick at a Time Campaign”? Our story begins with Laura Van Vleet [http://www.linkedin.com/in/lauravanvleet], an incredibly gifted, intuitive writer with The Legacy Productions.  She sent out an email to all of us entitled “Motivational Monday”.  It had two video links in it and one of them was the Will Smith Video we are now using for the “One Brick at a Time” Campaign.

The Legacy Productions, like many businesses wanted to stand out from the “clutter” by doing something different – something better than other media companies.  We like “coloring outside the lines”.  TLP was heavily influenced by “The Persuaders” 2004 PBS Frontline series.  We closely studied this series and were particularly convinced Saatchi & Saatchi Worldwide CEO’s Kevin Roberts’ new millennium goal of only moving on advertising campaigns that create “consumer loyalty beyond reason” just made good sense.

Why Will Smith? The answer is transparent.  Will is an extraordinary individual.  He’s done exceptionally well in his craft.  But there is more.  He has a philosophy of “never give up” – never let anyone tell you that you cannot do something.  This is a main theme in the video we incorporated featuring “The Pursuit of Happiness” scene between Will and his real son.  In our challenging times, we all need hope and when we find it we need to distribute it.  We believe there is an Audience, a Community out there that will congregate around this video, talk about it, share it, be empowered by it.  The “One Brick at a Time” Campaign’s primary purpose is to do just that.  It’s about letting the world know “we all are not going to give up”.

Photo - Courtesy of Pixelposition

Why “One Brick at a Time?” for The Legacy Productions? The answer is also simple.  We heard the voices of our existing clients and those of new Clients say.  PROVE IT.  Show us that outbound marketing is over and the new game in town is this social media – inbound marketing thing.  Do it with an existing video that is already in CYBERSPACE.  So a second purpose of the Campaign is to do just that for our clients:  DEMONSTRATE THE EFFECT OF SOCIAL MEDIA AND INBOUND MARKETING INCORPORATING EXISTING VIDEO.   It’s cutting edge for every business.

Kevin Roberts also said in “The Persuaders” that every business needs to know this – whether small or massive Fortune 100’s.

“It used to be called television, and the 30 second television ad is the greatest selling technique ever created.  But technology and consumers have moved, and now we are part of the Screen Age. The combination of movement, color, music and words creates an emotional field that is highly engaging for people, whether it is to present a point of view in documentaries on public television such as “The Persuaders” or to sell laundry detergent.  Music and humor are especially important. Music creates mood; it is a shortcut to the heart.  Humor is highly empathetic.” Kevin Roberts, CEO Saatchi & Saatchi Worldwide.

Kevin calls these  techniques “ Lovemarks.”  Lovemarks actually involve Mystery, Sensuality and Intimacy.  Those are three words you won’t find at Harvard Business School.   Kevin tells us “Mystery is about great stories, being inspired, blending past, present and future, icons and symbols.  Sensuality is about how you evoke all the senses in your product or communication.  And Intimacy invokes passion, commitment and empathy. This is how you create emotional communications.”

Does Your Business Have a Lovemark?

The Legacy Productions is a Hub for creating Campaigns integrating engaging video with inbound marketing.  The Legacy Productions is your Lovemark Media Company.  We know only creative people can follow Kevin’s advice and present this to an Audience for any business.  The Legacy Productions has taken Kevin’s instruction to heart and strategizes small to large company social media and inbound marketing campaigns using video, text, graphics, and other visual art forms.

MORE BACKGROUND on “One Brick at a Time”: In the 2004 “The Persuaders,” Frontline series turned conventional advertising on it’s head.  We call it the “Gretzky Effect.”  You have to skate to the puck where people that are like you congregate.  The reality is:  The Legacy Productions is a full service production company – but really we are a media company with the ability to effectively use content we create, suggest or that already exists in a Client’s portfolio and re-purpose it in new ways.

The Legacy Productions’ inbound marketing strategies are to develop “loyalty beyond reason” Campaigns where the Client’s content is used online to entertain, infotain, edutain in order to build an audience.  The rage on the street is “social media” and “inbound marketing.”  Our challenge is to cut through mass-media clutter and to overcome consumers’ growing resistance to their pitches.  Marketers have developed new ways of integrating their messages deeper into the fabric of our lives. Through sophisticated market research methods to better understand consumers and by turning to the little-understood techniques of public relations to make sure their messages come from sources we trust, marketers are crafting messages that resonate with an increasingly cynical public.

Courtesy of Amber Lambke

Why Did The Legacy Productions Use Will Smith’s Video? There is no doubt Will smith is iconic.  But after watching the video, how many viewers actually knew his beliefs and his philosophy.  We believe there is an empowering story which relates between Will Smith’s meteoric success in the entertainment world and the principles Will Smith lives his life by revealed in the video.  In a competitive, product-saturated marketplace, a new product needs to have something beyond the brand — an added value, an idea, a “story” behind the brand.

The Legacy Productions story is founded on Will Smith’s  “One Brick at a Time” philosophy – actually “one inch at a time.”  Want to hear more about the”one inch at a time” beginnings of The Legacy Productions?

TO BE CONTINUED…  Stay Tuned Tomorrow for Back Story 1.2

SUMMARY: Let us tell you what “one inch at a time means” to The Legacy Productions inspired from a famous Al Pacino speech.  How many knew Will Smith’s favorite book is The Alchemist?  What is this new “hush-hush” field of Neuromarketing?  How can it affect your business?  Some applications of “One Brick at a Time – Expanding” Social Media 2.0 is for every business:  “Restore Your Health – One Brick at a Time.  Watch this Will Smith Video.  There’s Something in it for You.”