The document discusses how storytelling can drive revenue for brands. It provides examples of how companies like the National Guard and Kleenex have used cinema events to tell their brand stories in an engaging way. The key aspects of an effective brand story are that it is authentic, makes an emotional connection with the audience, and inspires them to take a desired action. Telling stories through mediums like cinema can help audiences connect more with the brand in an immersive environment.

1. BOLD BRANDSDRIVE REVENUE WITH STORYTELLING
CONTRIBUTING AUTHORS:
Brian Schrack, Product Manager
NCM Fathom
Greg Flessing, President
Fresh Air Media

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INTRODUCTION
Business-to-business marketers are redefining the idea that “content is king.”
Yes, content is still critical. But today, successful brands are finding that the most
powerful content tells a story.
All our lives we have learned from stories. As children, stories were read to us.
As adolescents, we read stories to learn and imagine. As adults, we experience
stories in a variety of media to escape and relax, be entertained, enhance our
knowledge and better ourselves.
Marketers know that good stories can help build loyalty, solidify culture and
solve problems, but the degree of success comes down to execution: telling the
right stories, in the right way, in the right context.
“Brands are built around stories. And stories of identity –
who we are, where we’ve come from – are the most effective
stories of all.This [storytelling] is a powerful way to bring
[brands] to life.”
– Bill Dauphinais, PricewaterhouseCoopers LLP
Source: Fast Company Magazine

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TELLING A GOOD STORY
The same elements that go into that novel you can’t put down or the favorite
movies you want to watch over and over again are also what make up an
effective business or brand story. A good story is authentic and creative. It makes
an emotional and personal connection with its audience. It inspires interaction.
Consequently, good storytelling in business communications takes a different
tone than the traditional “sell.” It takes the audience on a journey with the brand.
STORYTELLING, REVENUE & DRAMA:WHY ITWORKS
Most companies are already using storytelling in the form of testimonials and
public relations outreach. Refocusing those stories to generate revenue is often
simply a matter of repurposing and crafting existing content.
Storytelling works because it allows companies to dramatize their message,
creating an experience that resonates with target audiences, much like in a play
or a movie. It puts audiences at ease and engages them with the human side of
a brand, creating an emotional connection. It leads the audience to a desired
action, whether that’s altering behavior, changing lives, or spending money.
In short, good storytelling is effective because of what it is not – a dry data dump
or intrusive “sell.” Rather, it allows audiences to become immersed in the story
and, ultimately, the brand.
Good stories compel
people to change
• The way we feel.
Stories demand an
emotional investment.
• The way we think.
Stories pique and
hold interest.
• The way we act.
Stories bring energy
to the message.
• The way we behave.
Stories cause us to
take action.

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DRIVETHE AUDIENCETO ACTION
The objective of any marketing communications message is to drive the audience
to some sort of behavior change or action.The key to changing behavior
is fourfold:
• Clarify your message.
What do you want the consumer or audience to do? Are the message and the
resulting targeted action crystal clear?
• Confirm why action is important.
Why does your audience need to act?What benefit does it provide?
• Explain how you want the consumer to take this action.
What steps does your audience need to take to complete
this action?
• Confirm how the audience will know when they are acting out
the changed behavior correctly and what is in it for them.
What will be the audience’s reward?
Crafting a message to include these fundamental elements,
both creatively and subtly, is the key to ensuring that the
audience does not feel sold, but instead is lead down a
storyline path that arrives at the destination, or desired action.
Using a dramatic curve will help translate an effective marketing
message into a business story that resonates with its audience.
Source: Adapted fromThe International Society
for Performance Improvement HPT model,
Fundamentals of PerformanceTechnology,
Second Edition

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START CRAFTINGYOUR STORY ATTHE END
Traditional stories include a beginning, middle and end. Compelling business
stories are also constructed linearly. But, unlike purely entertaining or informative
stories, these stories add one more element to the structure – a call to action.
This is what is unique to storytelling in business. Business communications
also follow what is called a “dramatic curve,” a four-act structure which leads to
resolution and ultimately to a call to action.
Crafting your brand story begins by considering how you want it to end. What is
the desired outcome? How do you want your audience to feel about you?What
do you want them to do?What are the specific next steps that you want them to
take (act, interact or change)? And how are you going to measure the results?
Successful business-to-business stories develop a path that will get your audience
to take action.To create an effective story, marketers offer this advice:
• LISTEN
To be a good storyteller, you need to be a good
listener. Know your audience, their attitudes,
beliefs and concerns.
• BE PERSONAL
Create messages and build stories that
respond to the specific needs of your
target audience.
• INSPIRE INTERACTION
Encourage your audience to engage with
your brand.
• CONTINUETO LISTEN
While your story is being told, watch for reactions
and encourage audience feedback.
• THINK AHEAD
Set the stage for future “chapters” of your story.

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CASE STUDY |THE NATIONAL GUARD
Any medium, from print and multimedia to film and blogs, can be used to tell a
story, as long as it is a carefully crafted. And, every organization or corporation
has a story to tell that is powerful and compelling. Finding the right story and
telling it in the right medium is key. Seeking an impactful and engaging medium
to tell its powerful story, the National Guard turned to cinema marketing pioneer
NCM Fathom. Using visual assets repurposed from its advertising campaign and
a combination of film and testimonials, the National Guard developed a moving
two-minute film that gave cinema audiences the experience of what it’s like to be
in the National Guard.
The National Guard repurposed existing advertising assets and crafted their
message into an affordable two-minute cinema spot that captured cinema
audiences in a powerful way right from the start. They humanized the spot
by introducing characters and telling personal stories that made emotional
connections with the audience. Introducing dramatic visuals and story sequences
created attachment with the characters and ultimately the relationship with the
brand.This immediately entrenched the audience in the story and deepened the
anticipation for what was going to happen next.
Taking your audience on a cinematic adventure is a strategy that leads to brand
preference and influences behavioral change.
Learn more about the National Guard and how they used storytelling to
engage their target audience
Tips for incorporating
storytelling into marketing
communications
• Determine your story
topics. How was your
brand born? What is the
personal nature of
your brand?
• Connect your story topic
to your bottom line. How
will you drive the audience
to action? What story
allows you to accomplish
these goals effectively?

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CASE STUDY | KLEENEX
SOMETIMES IT’S GOODTO MAKEYOUR CUSTOMERS CRY.
Kleenex produced a documentary, Let it Out:The Movie, based on the notion
that there’s an Olympic moment in each of us.The question was where and
how to premiere the film.To ensure a high level of brand exposure and message
consistency, Kleenex and its marketing agency chose to debut the film across
the United States to privately invited audiences in 25 community cinemas using
Fathom’s national cinema network.
As people left the cinemas, many reached for the free Kleenex packets
available outside the auditorium doors. Not only did the film make a big
impact on attendees, but event organizers also met pre-event marketing and
public relations impression goals.Word on the street was positive, resulting in
tremendous buzz for the Kleenex brand.
Read the full case study online
“It’s what’s heard, not what’s said that’s remembered. Great
communication is what’s felt... it’s emotional and personal.”
– Greg Flessing, President, Fresh Air Media

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FINDINGTHE RIGHT MEDIUM
Stories are more than just words. Audiences want to see, feel and touch the
brand. But what’s the best vehicle to achieve this for your brand?
CINEMA EVENTS
Advantages: Audiences are already conditioned to pay attention,
unmatched sight and sound experience, scalability and reach across
the nation
Challenges: Lack of traditional conference amenities, no breakout
session facilities
TELEVISION
Advantages: Audiences are already conditioned to pay attention, proven
impact on decisions
Challenges: Crowded space, high expectations for quality and speed,
expensive, DVR gives audiences more selection on what to watch and
what to tune out
WEBINARS
Advantages: Easy access to information, encourages interaction
Challenges: Multiple distractions, lack of personal engagement
IN-PERSON CONFERENCES
Advantages: Encourages interaction
Challenges: Time-consuming, expensive, doesn’t scale
ONLINE CONVERSATIONS
Advantages: Content/messages can be tailored to the user’s needs,
creating a more relevant conversation
Challenges: “Everyone” is there and it is crowded, easy to lose
someone in just one click, low commitment

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THE RIGHT MOMENT.THE RIGHT PLACE.
THE RIGHT STRATEGICVISION.
Corporate communications are not isolated from the rest of one’s personal
experience, and neither are business stories.When considering the right vehicle
to tell your story, these factors should be evaluated:
• How your audience will view the story – alone or in a group setting
• Time of day – morning, afternoon or evening
• Environmental factors – location and distractions
• Social factors – economical and political conditions, holidays
• Food and drink – meal or snack
• Broader societal setting – elections, economy, etc.
THE CINEMA:
A NEW MEDIUM FOR COMMUNICATINGTHE BRAND STORY
One of the latest trends in business-to-business storytelling is private events in
movie theatres.The cinema is proven to encourage higher attendance, command
better audience attention, and in turn, increase message retention over traditional
marketing alone.
Companies like Microsoft, Bayer HealthCare,Aston Martin and Papa John’s use
cinemas to show live or pre-recorded stories – mini-documentaries, dramatizations
or variety shows – to privately invited audiences, to achieve their business objectives.
Bayer HealthCare’s Animal Health Division, for example, created a cinema
presentation designed to expand its market, engaging veterinarians in 53
markets in just 10 days.The company hoped that 75 percent of invitees would
attend; instead, there was 90 percent attendance at every market location.
In the cinema, audiences are conditioned to pay attention, focus on the screen
and immerse themselves in the subject.The theatre is a quiet environment
free of unwanted distractions, with comfortable seating, high-impact visuals
and cinema surround sound. Stories delivered on the big screen have proven
emotional impact that goes with the audience even after they leave.
Business-to-business marketers using cinemas also like the operational and
budget benefits.Travel costs are typically lower than attending destination sales
meetings or events. Marketers can communicate with people in more locations
more cost effectively since one event can be broadcast simultaneously to
hundreds of theatres over Fathom’s national cinema network.

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CASE STUDY | SIEMENS AUTOMATION
CONDITIONED BEHAVIOR DRIVEN BY STORYTELLING
Siemens, known worldwide for assembly line automation, wanted to acquire new
customers in the North American industrial automation market.They wanted
to use storytelling to show customers that robotic automation can improve
organizational safety, efficiencies and profit.
Siemens opted to tell its safety story in the form of a 45-minute movie, shot on
location around the world.The movie featured actual customers telling their
stories, linked by conversations with industry experts.When word got out that
the movie was not a hard sell, but rather an informative and helpful story about
how safety has evolved into a better, more efficient process that saves money
and delivers product to market more easily, attendance grew. By the end of the
film’s run, it was attracting capacity crowds.Telling the story on the big screen,
Siemens doubled the U.S. customer base in 12 months.
Read the full case study online

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YOUR BRAND ISYOUR BEST STORY
No matter what the industry, product or service, there are stories in every
company or organization that can be told to help get the message out and
acted upon within your budget. Like the National Guard and Kleenex, there
are stories that can be told according to your vision – simple and cost effective,
or extraordinary and elaborate. Storytelling can help generate revenue.
FUTURE CHAPTERS
As your brand evolves, business objectives shift, and new initiatives are
planned, you have new opportunities to engage audiences with future
chapters of your brand’s story – a time to present new stories with new calls
to action. Increasingly, people are accustomed to receiving information in
short bursts.They demand more value with less time invested, and storytelling
is no exception. Stories need to be efficient and get to the point in today’s
information-overloaded world. Some trends to watch include:
• More short story options versus sharing the whole message all with one story
• More user-generated stories and resulting management challenges
• New ways to engage audiences used to multitasking

12. 877-60 FATHOM
fathombusinessevents.com
Laura Lear, Director of Marketing
NCM Fathom
9110 East Nichols Avenue, Suite 200
Centennial, CO 80112
National CineMedia (NCM) offers innovative ways to reach
and engage audiences across the nation via the largest
digital cinema network in North America. NCM Fathom, a
division of NCM, offers consumers and businesses unique
and engaging cinematic experiences. Fathom business
events enable companies like Microsoft, Bayer HealthCare
and Mary Kay to showcase their content and message on
the big screen, engaging privately invited corporate
audiences. Additionally, Fathom engages consumer
audiences with exclusive, limited-engagement events
featuring content from world class brands includingThe
Metropolitan Opera, Chicago Public Radio, Glenn Beck,
Turner Classic Movies, Golden Boy Productions, and AEG.