Spotlight on Narrative Marketing Q&A (Virtual Workshop) with Dave Sullivan
If you've been following this blog and our social media channels lately, you're likely familiar with our new Narrative Marketing Initiative. And if you haven't, you're probably wondering what narrative marketing is all about.
Whether you know a little, or a lot, we invite you to join our upcoming virtual workshop/Q&A with marketing specialist and writer Dave Sullivan this Thursday, April 30.
You might know Dave from his work with the award-winning Target Marketing and Communications in St. John's, or his comedy series The Missus Downstairs with Mary Walsh. Creativity and storytelling are no strangers to him, which is why we're thrilled to have him host this upcoming session.
Have a question about narrative marketing and how to make it work for you, or just want to know what it's all about? Bring your questions and Dave will offer insight, strategies and guidance to help you strengthen your storytelling and marketing approach. (To get the most out of this session, we encourage you to submit your questions in advance.)
We caught up with Dave to help shed some light on narrative marketing and why it’s worth your time and attention.
Business & Arts NL: The term "narrative marketing" is likely not familiar to some. In plain terms, how would you describe it to an arts organization that's already doing meaningful work but isn't sure how to talk about it?
Dave Sullivan: At the heart of it is storytelling. Which — as folks who live and work in Newfoundland and Labrador — we are no strangers to. It’s all about understanding who you are, what you do and why it matters to others. Now, the term “others” is something that frequently gets forgotten by both corporate businesses and artists. Often times who you are telling your story to and how you choose to tell it, is just as important as the story you’re telling.
Business & Arts NL: Sometimes, artists can feel uncomfortable promoting themselves. What would you say to someone who feels that marketing their work (and the impact of it) is at odds with the authenticity of what they do?
Dave Sullivan: This is a struggle I completely understand and can relate to. It can feel braggadocios and inauthentic to sell yourself as a creator. However, whether you’re an individual artist or a company or any brand, really — it’s essential that you control your story. Because you own it. You made it. And you know why it matters. Don’t leave it up to somebody else to decide that for you, because sometimes you may not like the way that story is told. In many ways, sharing your work and promoting it is the most authentic thing you can do because it comes from you — the maker. Through a more corporate lens — imagine if Nike made shoes and left it up to the rest of the world (including Reebok and Adidas) to tell its story. What are the odds that the narrative told about their product would be 100 per cent accurate? Probably not very good.
Don’t get me wrong, word of mouth is incredible. But, as the maker/organization, it helps to provide words and ideas so that the words and ideas being mouthed are the most truthful to who you are and what you do.
Dave Sullivan addresses the crowd at the kick-off event for the Narrative Marketing Initiative at Alt Hotel in St. John’s on October 9.
Business & Arts NL: For an artist or arts organization that's diving into narrative marketing for the first time, what's the most important thing they should figure out before they start crafting their story?
Dave Sullivan: Start with the core truth of who you are, why that matters and who it matters to. You can’t be all things to everyone. In advertising, we used to call that audience “from 2-102.” Try not to do that. Instead, try and focus on the people and audiences who you think would benefit from or appreciate the work you’re doing the most.
How old are they? What are they into? Next, where do they live? Do they live online? Are the more likely to be on Facebook, Instagram, TikTok, etc.?
Fish where the fish are. Don’t cast your line in waters that may be indifferent. Doing that is akin to trying to boil the ocean.
(Sorry for the mixed aquatic metaphors there.)
Workshop: Narrative Marketing Q&A (Virtual Workshop)
Date/Time: Thursday, April 30 from 12-1:30pm NST
Location: Online via Zoom
Price: Free
Registration: Click here to register for the workshop "Narrative Marketing Q&A with Dave Sullivan"