The great philosopher Aristotle taught us that all good stories need a beginning, middle and end; a hero and villain; rising action, climax and resolution. Pretty straightforward stuff that’s worked for storytellers from Sophocles to Shakespeare to Spielberg.
But communication has changed since the ancient Greeks. And changed again since Jaws and Jurassic Park. People consume information – and stories – differently.
Once your audience has seized control with a mouse or an iPhone screen, they won’t sit still for a pre-packaged story. They may watch a bit on TV, or spend a few moments on your website, or check out what their Facebook friends have to say about it. Message consumption is fragmented, nonlinear, and beyond our control.
Fragment your content What’s a poor marketer to do? If the consumption of the message is fragmented, then the content should be, too. Look at your brand message. What are the vital story points? How can you deliver a single bit of that story to a small audience over a single channel? What channels does your target consume? How can you divide your story into multiple bits and deliver them through multiple channels over a period of time? And given your message, your target and your goals, which channels are the most important?
Armed with this information, you can build a plan for delivering the content. And for making your story heard in its entirety (even if it’s not in the sequence you prefer).
Integrated media requires integrated storytelling The web is a great medium to generate interest. But your story had better be short, and packed with information your target wants. The reach and visual power of TV makes it an excellent awareness builder. Social media uses a different appeal – it engages the audience in conversation and invites them into your story. Social media can bring your differentiators to life in a personal way and create brand advocates. This is the essence of integrated communications.
Jack & Jill went up the hill For example, the Jack & Jill Water Co. believes their spring water is so good it’s worth climbing a mountain. Their website is a good place to learn about the value of clean water and generate interest in the subject. Social media lets us meet Jack and Jill, and understand them personally. TV creates excitement and awareness by showing our heroes clawing their way up the hill to get their spring water, and then tumbling down. And a cool iPhone app leads us to a nearby store to buy the product without risking life and limb. It could even include a scannable bar code coupon.
Together, these elements tell a story with a beginning, middle and end, but it’s delivered as integrated media. First we deconstruct the message based on our target’s media consumption. Then we deliver the pieces via pre-selected channels. Finally, the elements come together in the target’s mind to tell the complete story. That’s how integrated communication works in today’s fragmented media landscape.
Aristotle wasn’t wrong. He just didn’t get the web.
Telling an Integrated Story – Was Aristotle Wrong?
The great philosopher Aristotle taught us that all good stories need a beginning, middle and end; a hero and villain; rising action, climax and resolution. Pretty straightforward stuff that’s worked for storytellers from Sophocles to Shakespeare to Spielberg.
But communication has changed since the ancient Greeks. And changed again since Jaws and Jurassic Park. People consume information – and stories – differently.
Once your audience has seized control with a mouse or an iPhone screen, they won’t sit still for a pre-packaged story. They may watch a bit on TV, or spend a few moments on your website, or check out what their Facebook friends have to say about it. Message consumption is fragmented, nonlinear, and beyond our control.
Fragment your content
What’s a poor marketer to do? If the consumption of the message is fragmented, then the content should be, too. Look at your brand message. What are the vital story points? How can you deliver a single bit of that story to a small audience over a single channel? What channels does your target consume? How can you divide your story into multiple bits and deliver them through multiple channels over a period of time? And given your message, your target and your goals, which channels are the most important?
Armed with this information, you can build a plan for delivering the content. And for making your story heard in its entirety (even if it’s not in the sequence you prefer).
Integrated media requires integrated storytelling
The web is a great medium to generate interest. But your story had better be short, and packed with information your target wants. The reach and visual power of TV makes it an excellent awareness builder. Social media uses a different appeal – it engages the audience in conversation and invites them into your story. Social media can bring your differentiators to life in a personal way and create brand advocates. This is the essence of integrated communications.
Jack & Jill went up the hill
For example, the Jack & Jill Water Co. believes their spring water is so good it’s worth climbing a mountain. Their website is a good place to learn about the value of clean water and generate interest in the subject. Social media lets us meet Jack and Jill, and understand them personally. TV creates excitement and awareness by showing our heroes clawing their way up the hill to get their spring water, and then tumbling down. And a cool iPhone app leads us to a nearby store to buy the product without risking life and limb. It could even include a scannable bar code coupon.
Together, these elements tell a story with a beginning, middle and end, but it’s delivered as integrated media. First we deconstruct the message based on our target’s media consumption. Then we deliver the pieces via pre-selected channels. Finally, the elements come together in the target’s mind to tell the complete story. That’s how integrated communication works in today’s fragmented media landscape.
Aristotle wasn’t wrong. He just didn’t get the web.