Company Name

Fashion in Motion: Telling Your Story Through Film

+Introductions

Bekah Christie pioneer/entrepreneur video, film, motion, imagery Christie Media 2009 Emota 2010 Purpose to contaminate the digital world with positive messages

+Introductions

Felena Hanson 15 years experience Perspective Marketing Collaboration expert / builds

community Fashion Institute of Design &

Merchandising Ladies Who Launch, San Diego

+Overview

New Rules of Marketing

Tell Your Story

CGC

DIY or NOT

Collaboration

+Our Goals

Inspire Empower Challenge

“IT’S NOT WHAT YOU

SAY IT IS…

…IT’S WHAT THEY SAY IT IS”

The Brand Gap: How to Bridge the Distance Between Business Strategy and Design, - Neumeier

+What do consumers expect from you?

1. To be inspired2. To be engaged3. To be entertained

Branded entertainment / Advertainment

+The New Rules of Marketing

1. Tell a compelling story2. Engage a market who cares3. Listen to their stories4. Enlist brand evangelists to tell your

story5. Create raving fans6. Stay in front of them

“CREATIVITY IS WHAT GIVES BRANDS THEIR

TRACTION IN THE MARKETPLACE”

The Brand Gap: How to Bridge the Distance Between Business Strategy and Design, - Neumeier

+All Marketers are Liars – Tell Stories

All Marketers Are Liars: Tell Stories - Godin

The Story of TOMS Shoes

+Toms has 296,911 evangelists

+Engage a Market – build tribes

Seth Godin on Starting a Tribe

Tribes - Godin

+ Seth godin has several hundred thousand blog subscribers

Seth Godin has written 12 bestsellers that have been translated into 33 languages

+TELL YOUR STORY What is it?

Your story vs. your perception of your story Airplane Ex Simplify/Genuine/Authentic/Behind the scenes Listening

Tell the designers story? Garment’s story? Gordana Ex Nike Tagline Ex

Connect with your audience/with their hearts Audio & Visual (Radio spot ex, SFX) Emotions

+Benefits of motion

Quick to reach a broad audience

Video/Film is accessible Becoming more cost effective

+Fashion & Motion Examples

+Fashion & Motion Examples

+Fashion & Motion Examples

+The Rise of Consumer generated content

“More than 40% of marketers in the US plan on asking their consumers to create content for ad campaigns.” [Contests, campaigns, etc] -Forrester Research

CGC allows marketers to get direct feedback from their users bringing them closer to understanding what it is they would like to see from the company and brand.

Don’t be afraid, engage it, encourage.

+How to Engage CGC

If you solicit CGC = tie back into your brand story.

Meaningful/Cause driven: AARP Example

Not just talking about your brand, but cross-promoting w/a cause.

Collaboration

+CGC Examples

Domino's Ex Reported last month that Q4 profits

rose to $23.6 million–more than double last year’s figure.

AARP

Anthropologie Shopping Trip

Norway Band

+Collaborate with what you love

Entertainment: Musicians/Performers/DJ’s

Visual Arts: Graffiti/Fine Arts Film Makers/Actors/Models Hair/Make Up Artists Crafts/DIY Events Non-profits/Charities/CausesCafes/Restaurants/Bars/Interesting

Locations

+

When to DIY and when to not?

+Collaboration

+Collaboration

+DISTRIBUTION

+Summary

New Rules of Marketing

Tell Your Story

CGC

DIY or NOT

Collaboration

+Questions

+Felena Hansonfelena@perspectivemktg.comtwitter.com/felenahanson

Bekah Christiebekah@emota.comtwitter.com/bekahchristie

Thank You. 

+Resources

+

Flip Cam starting off at $150 HD, No Mic Plug-In

Kodak Zi8 starting off at $150 HD, Mic Plug-In

Extremely Cost Effective: Still Camera at home that also does video

CAMERAS

+Lighting

Extremely important

Example of poor lighting Backlight or window backgrounds

Tips on best, yet simple lighting schemes Home Depot, Target, Wal-Mart

+

Extremely important

Poor audio: Be aware… Tile floors or empty rooms (echo!) Clothing covering mic

Tips on best, yet simple audio equipment Lavs, $20 Built-In Mics

Best Buy, Target, Wal-Mart, Craigslist

AUDIO

+

Tripod

Ear Phones

External microphone jack

HD is not required for web but it’s nice

Additional items:

+

Free software is fine Mac iMovie Windows Movie Maker

Advanced Final Cut Pro Adobe Avid

Time consuming

editing