Midterm Quiz Instructions

• The lecture is on Marketing Communications, specifically week 5, presented on Feb 19th 2025
• Grace Conneely, MSc provides instruction in Marketing Practice
• The plan for today includes housekeeping, a mid-term quiz, group project discussion, recap of last week, learning outcomes, 'Comms Of The Week', Stage II Step 1: Message & Storytelling, the Airbnb Case Study, a 10 minute break and a preview of next week

Housekeeping

• The group project brand selection closes today.
• The mid-term quiz is on Tuesday, February 25th at 6:30 PM
• The mid-term quiz will be held at the Blackrock Exam Center, Carysfort Avenue, Blackrock, Co. Dublin
• Students needing exam supports will be located in Room Q010 in the Quinn Building
• Contact the professor for exam support confirmation ASAP
• There is no in-person class on March 5th, instead there will be a pre-recorded lecture on Brightspace

Mid-term Quiz Information

• The quiz is closed-book.
• The quiz is worth a maximum of 50 points.
• The time to complete the quiz is 1 hour.
• The material covered is from weeks 1-5 inclusive, including any assigned reading.
• The quiz includes 38 questions in total
• 35 multiple choice questions worth 1 point each
• 3 short essay questions worth 5 points each.
• Multiple choice questions should be answered on the provided answer sheet.
• Essay questions require short written answers
• Only include key points in the short written answers
• Bullet points may be used in answers
• Answer in the space provided on the exam sheet.
• Both the answer booklet and the exam sheet must include name, student ID, and seat number, and be submitted.

BEC Exam Instructions

• Arrive 10 minutes early.
• Bring an HB pencil and student ID.
• Only writing materials, a calculator, and the student card photo should be on desks.
• The top part of the Exam Sheet, including name, student number, and seat number, must be completed.
• Use an HB Pencil to complete the MCQ Answer Sheet
• Write and mark the student number on the right-hand side at the top of the sheet.
• Mobile phones must be switched off and placed face down on the floor.
• Students must remain for the duration of the exam.
• All pages must be returned at the end of the exam.
• Students must remain seated until all papers have been collected and they are dismissed.
• Personal belongings must be taken when leaving.

Group Project Info

• Groups of 6 are required
• Self-enrollment on Brightspace is required
• Self-enrollment opens Jan 31st and closes Feb 14th
• Students not self-enrolled by the deadline will be allocated to a group
• Brand selection considerations: avoid mega/multinational brands, top performers, and over-studied brands
• Instead, consider new or unknown brands or local brands
• Self-enrollment opens Jan 31st and closes Feb 14th
• Brand selection is due by Feb 19th
• The first draft submission is on March 26th
• The final report submission is on April 22nd
• Anyone not self-enrolled will be automatically added to a group
• There are 15 groups of 7 and 12 groups of 6, which accounts for 27 groups in total
• An overview of the Group Project structure, Rubric, and Peer Review is in the 'Assessment tab' on Brightspace

Recap on Last Week

• STP Marketing Model involves Segmentation, Targeting, and Positioning to establish a unique place for the brand in the consumer's mind
• Effective Brand Positioning is Memorable, Distinctive, Differentiated, Relevant, and Resonant
• The Role of Positioning in Messaging guides how companies compete and create messaging that reflects that position
• Different Positioning Strategies include Reverse and Vertical strategies
• 3C's Brand Positioning Process involves the Company, Customer, and Competitor
• A Brand Positioning Statement includes 4 key parts to identify the most unique and important value claim by segment
• A Unique Selling Proposition (USP) which is the core of a brand's positioning, communicates its most important value claim
• The three different levels of value are attributes, benefits, and emotional benefits.
• The Benefit ladder is the best way (value) to connect with customers.
• Repositioning maintains or enhances a company's competitiveness, market share, and profitability.

Learning Outcomes

• Stories
• The role of Storytelling in message creation
• Storytelling & Repositioning Case Study - Airbnb

Comms of the Week

• What was chosen, and what was the Positioning/USP?

Message

• Crafting resonant brand stories to communicate specific points that resonate and achieve the desired objectives.
• Content Development involves specific information, ideas, or narratives, including USP's, key features, and benefits
• Customer Journey involves determining different messages for different audiences and channel types
• Engagement & Appeal refers to the creative aspect of the messages and how they are structured to maximize persuasion and appeal, built on deep audience understanding and insight
• All messaging although can and should be different, must remain consistent to create a unified brand image & brand story

Journey So Far

• Mission is clarified to achieve the target audience
• Target audience is segmented.
• The most commercially attractive segments are selected and targeted
• Insight is built in the "why" for target segments
• Brand Positioning Statement and unique value (USP) are clarified for each of our target segments
• Translate the USP into compelling narratives to engage and motivate action

The Components of Message

• Positioning
• Storytelling
• Content Strategy

Marketing Communications

• Translates a brand's value proposition through narratives that attract customers and encourage action
• Encompasses all messages and media used to engage customers and build relationships

Why Storytelling?

• Storytelling Impacts!
• The mind best understands facts when they are woven into a conceptual fabric, such as a narrative (Steven Pinker, Phycologist)
• Emotionally connected customers are more than twice as likely to make a purchase than highly satisfied customers (Deloitte)
• People are 22 times more likely to remember details when stories (Jerome Bruner, Psychologist)
• Brands that tell compelling stories can increase customer loyalty by up to 30%. (Harvard Business Review)
• A narrative involves characters, a plot, setting, and a series of events
• Stories are a means of communication which engages the audience and allows them to immerse themselves in another world or perspective
• Storytelling makes content more engaging, impactful, and memorable
• Stories evoke Emotions
• Humans connect with narratives
• Meaning is derived through storytelling
• Brains are naturally inclined to engage with information that is shared through narratives
• The essence of humanity is shaped by the stories that are shared
• Storytelling impacts brain chemistry
• Behavioral hormones, such as oxytocin, the feel-good hormone, are triggered in the brain
• "Neural coupling" allows the brain pattern of the audience to align with that of the storyteller
• Increased oxytocin levels boost empathy and trust in the storyteller
• Emotions play a significant role in sub-conscious decision-making

Many Storytelling Structures:

    - The Mountain
    - Nested Loops
    - Monomyth
    - Sparklines
    - Converging Ideas
    - In Medias Res
    - False Start
    - Petal Structure

• A story arc where tension builds to a climax and final resolution is most effective
• Tension holds attention and evokes a response.
• A sense of urgency and optimism inspires the audience to take action
• Evoke emotions - Joy & Love
• The 4 classic elements to a story are, Characters, Plot, Message and Conflict

Storytelling in Marketing Communications

• Key role in Brand Building occurs when integrating storytelling into both Brand building & Performance driving, creating a cohesive narrative over the short and longer term
• Brand Building focuses on emotional connections, differentiation, and loyalty over the long term
• Performance driving emphasizes immediate engagement, motivating action, and creating urgency driving short-term results
• Brand Building has long-term focus while Performance driving has short term focus
• Brand Building measures awareness, perception, and loyalty while Performance measures quantifiable Metrics. ROI
• Brand Building utilizes all media channels while Performance driving primarily utilizes Digital Channels
• Brand Building uses storytelling, brand values, and is emotional while Performance driving issues a call to action
• Brand Building has broad reach while Performance driving has Refined Targets
• Brand Building has longer term building while Performance driving aims to Drive Sales & Conversions
• Brand building has positive perception while Performance has Actions Influencing Revenue
• Multiple interactions and channels throughout the customer journey are involved in Storytelling Along the Customer Journey, from a series of transactions, to a cohesive compelling narrative
• A cohesive story must be told at every touchpoint
• Stories must reflect and meet the need at each stage to build deeper connections, nurture loyalty, and drive sales

Storytelling Along the Customer Journey

• Understanding can be reached by demonstrating this through a Problem/Solution Narrative
• Positive Liking builds through customer case studies
• Purchase and conviction forms when customers provide testimonials
• Advocacy from the customer requires user-generated stories to be presented

Steps to Effective Storytelling in Marketing

• Craft a narrative about how your brand can positively impact the customer's lives
  1. Know your own story through Brand Positioning
  2. Have a clear Mission
  3. Market and USP Knowledge
  4. Have make Brand Identity
  5. Use message and Media
  6. Use knowledge of the 3Cs

Case study- Airbnb

• Strategic goal for global expansion
• Goal is to reposition Airbnb from accommodation service to a global community builder
• Achieve this through emotional storytelling and creative distinctive asset (Bélo symbol) along with multi-channel marketing strategy and community participation
• Results include:
  • Increased brand recognition
  • Increased user engagement
  • Increased simplicity – clearer & more compelling messaging
  • Business growth and market expansion

Discussion Questions for Airbnb

    - What was the primary goal of Airbnb's "Belong Anywhere" campaign?
    - What was the significance of the Bélo symbol introduced during the campaign?
    - How did emotional storytelling contribute to the success of the campaign?
    - What were the key components of Airbnb's integrated marketing strategy?
    - How did Airbnb leverage community involvement in the campaign?
    - What are your key takeaways or lessons from Airbnb's "Belong Anywhere" campaign that you will take into your Group Project?

Case study approach includes the following:

    1. Read the questions
    2. Read the case study
    3. Gather relevant information
    4. Cluster by question gather the relevant evidence
    5. Theme clusters and dive deep
    6. Theme

Answers to the Airbnb Questions

• What was the primary goal of Airbnb's "Belong Anywhere" campaign?
  • The campaign goal was to redefine Airbnb's market position and reposition the brand to emphasize community and belonging, thereby differentiating it from competitors and supporting its global expansion strategy.
• What was the significance of the Bélo symbol introduced during the campaign?
  • The Bélo symbol embodies Airbnb's mission of fostering belonging and became part of the brand's distinctive assets, serving as a recognizable icon reinforcing the brand identity and differentiated positioning.
• How did emotional storytelling contribute to the success of the campaign?
  • The contribution of emotional storytelling fosters deeper audience connections through authentic, relatable stories, enhancing engagement and trust, pivotal for the campaign's success in promoting belonging.
• What were the key components of Airbnb's integrated marketing strategy?
  • The Airbnb's marketing strategy was a diverse and comprehensive use of channels to ensure broad reach and engagement, with consistent messaging reinforcing the campaign's themes of belonging and community.
• What are your key takeaways or lessons from Airbnb's "Belong Anywhere" campaign that you will take into your Group Project?
  • This is a blank slide awaiting further input.

Summary of topics covered:

• The Story
• Effective Storytelling
• Story Structures
• The Science behind the story
• Role of storytelling in marketing
• The Airbnb Case Study – storytelling-based campaign to reposition.

Next Week:

• Mid-term exam 25/02 @6.30pm
• Topic: Stage II Execution: Content
• Your 'comms of the week' Storytelling
• Brightspace information

Review instructions for a midterm quiz, including attendance policies, question formats, and consequences for misconduct. Also covers the importance of arriving early and the scope of study material. This information ensures students are well-prepared and aware of the quiz guidelines.