CORPORATE STORYTELLING:
Discovering Fire for the Second Time
Vol. 9, No. 3, 2009
Publisher: Evelyn Clark
evelyn@corpstory.com http://www.corpstory.com
(c) Clark & Company 2009
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"To change an organization, change its stories."
--Gary Hamel, Author
Leading the Revolution: How to Thrive in Turbulent Times by Making Innovation a Way of Life
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Please forward this E-Zine to anyone you know who is interested in becoming a more effective communicator, or who may want to learn how to supercharge their business/career.
IN THIS ISSUE
1. Smart Marketing in a Recession
3. Hot Channel for Reaching Millennials and Gen Xers
4. Self-guided Corporate Storytelling Coming Soon!
5. Corporate Storytelling Live
1. Smart Marketing in a Recession
According to a McGraw-Hill market research study, “business-to-business firms that maintained or increased their marketing expenditures during the 1981–1982 recession averaged significantly higher sales growth both during the recession and for the following three years” compared with those that eliminated or decreased marketing.
Successful marketing during a recession requires activation of three strategies, as outlined in Marketing Profs:
To read more about effective marketing during a recession, go to: http://http://marketingprofs.chtah.com/a/tBKN7TBAJaJZfB7uM-aACpAEIRs/news19
2. The CEO’s Vital Role
Proctor & Gamble’s CEO, A.G. Lafley, discusses the true role of a CEO in a recent article in Harvard Business Review. Lafley centers his thoughts on Peter Drucker’s observation that “the CEO is the link between the Inside that is ‘the organization,’ and the Outside of society, economy, technology, markets, and customers. Inside there are only costs. Results are only on the outside.”
To read more about Lafley’s views on the responsibilities and expectations of a CEO, go to: http://hbr.harvardbusiness.org/2009/05/what-only-the-ceo-can-do/ar/1
3. Hot Channel for Reaching Millennials and Gen Xers
Are you struggling to reach the Millennial and Xer Generations, and engage their short attention spans? The methodology for getting your story out through advertising is changing faster than one might think—especially if you’re targeting a younger audience.
Fast Company reports that while Hulu, an online video service popular with Millenials and Gen Xers, commands a premium advertising rate--nearly double Fox network in prime time--it’s a highly effective channel. According to research by Sanford C. Bernstein & Co. Advertisers, web viewers recall ad content better than TV watchers! According to Ad Age the average age of a Hulu user is 32, so if that’s your target audience, you may want to add Hulu to your media mix.
To learn more about the effectiveness of online advertising, go to: http://www.fastcompany.com/blog/chris-dannen/techwatch/seven-stories-week-weird-science-edition?partner=homepage_newsletter
4. Self-guided Corporate Storytelling Coming Soon!
If time and budget constraints have prevented you from booking a Corporate Storytelling workshop or keynote presentation, you’ll be glad to hear about Evelyn’s upcoming self-guided Corporate Storytelling Course. In response to growing demand, she’s developing a set of “workshop in a box” materials that will be available for the first time this fall.
As our loyal e-zine subscribers and Corporate Storytelling clients know, stories help everyone stay on the same page. Just like the in-person, one-to-two-day workshop, the new course will guide individuals and/or teams through the process of identifying, shaping and sharing values-based stories that can be applied in a variety of ways to achieve their specific goals.
With this new distance-learning course, you’ll learn how to identify appropriate story material; how to craft effective stories; how to choose the right audiences, times and places for sharing each story; and how to disseminate them. A comprehensive course workbook, CDs featuring interviews with executives who use stories deliberately, and a set of instructional DVDs will be among the key elements of the self-guided Corporate Storytelling Course to be launched this fall.
E-zine subscribers will be given advance notice when the course is available and will be offered a limited-time, exclusive pre-publication price. Look for an announcement and special offer coming soon in your Inbox. And get ready to sharpen your communication skills through the new self-guided Corporate Storytelling Course!
5. Corporate Storytelling Live
Of course, Evelyn still loves to work with “live” audiences, too! She recently led two workshops at the Women’s Symposium for Naval Sea and Air Systems Command—a very lively audience—on techniques for shaping your own career story. She then facilitated a discussion on the power of story for leaders at an executive roundtable. At the Women’s Symposium, her client said, “Everywhere I go around the hotel, I hear people talking about storytelling. Your session was a big hit!”
If you want to spark excitement at a management, career-building, or leadership conference you’re planning, call The Corporate Storyteller. She’ll design a program that gets everyone fired up.
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