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May Luncheon – Frontiers Magazine: The Transformative Journey from Print Publication to Dynamic Digital Stories

May Luncheon – Frontiers Magazine: The Transformative Journey from Print Publication to Dynamic Digital Stories

Jesse Bunch, Marketing Services Coordinator for the University of Tennessee Medical Center, led the audience through the transition that his team made as they transformed Frontiers Magazine from a print publication into an interactive, digital storytelling device.

In 2017, Frontiers Magazine was mailed to the homes of over 18,000 alumni and friends of the University of Tennessee Medical Center. Two weeks before the next issue was scheduled to drop, the published decided to move to a digital platform. To keep the publication on time, Bunch and his team had to learn to adapt to this new storytelling channel.

Aside from formatting to a new platform, Bunch and his team had to rebuild their mailing list from scratch. Moving from a physical address mailing list to an email address list is an enormous undertaking. When the first digital mailing was sent, the list had around 7,000 email addresses. While this seems like a huge hit, from 18,000 to 7,000, the open rates of the new, digital Frontiers Magazine proved that it was still reaching a substantial audience. With an open rate of 24% and a click rate of 19% (well above industry average), it is obvious that the audience of Frontiers Magazine was open to the new change.

This new, digital version of Frontiers Magazine started out as a Flipbook. Users could use their mouse to digitally “flip” the page. While this was more interactive than a typical PDF document, Bunch and his team knew that they could do more.

Dean Baker, Graphic Designer for the University of Tennessee Medical Center, described yet another transition that the Marketing Services team made in order to improve Frontiers Magazine. Adobe Digital Publishing Suite allowed Bunch and his team to create an interactive publication for subscribers. They were able to “flow information into and flow information out” of this more dynamic medium.

While this was another giant leap forward a truly interactive platform for Frontiers Magazine, Bunch and Baker were worried about their readership’s ability to digest a 30 to 40-page document. With this in mind, they decided to make another change to engage their audience. By moving to Adobe Spark, the information is broken down into much more manageable, “bite-sized” pieces of information. They were able to present three to four stories at one time, instead of an entire magazine. This made the information more mobile and social-media friendly.

As all of these changes were implemented, the number of subscribers continued to climb. Currently, the Frontiers Magazine subscription list has around 10,000 emails and maintains an open rate of 20% and a click rate of 28%. While the number of subscribers is still not where it was before the transition to digital, Bunch and his team are better able to track how many people are reading and engaging with this publication.

Bunch believes that their process can be applied to anyone looking to make a switch from traditional print to digital platforms. He recommends genuine, visual storytelling to which your audience can relate. He also reminded the audience that we are in an era where “video is king.” If there is a way for you to tell your brand’s story through video, this is a definite way to get more audience engagement.

To view the new Frontiers Magazine for yourself, visit UTMedicalCenter.org/Frontiers

AMA Knoxville Member Spotlight: Macy Brink

AMA Knoxville Member Spotlight: Macy Brink

NAME: Macy Brink

COMPANY: The IT Company

TITLE: Marketing Coordinator

WEBSITE: http://theitco.net

SOCIAL MEDIA:
Facebook
Twitter
LinkedIn

HOW LONG HAVE YOU BEEN IN YOUR PRESENT JOB?
1 year––I began working at The IT Company part time while in my last semester of undergrad, and transitioned into full time after I graduated from the University of Tennessee, Knoxville.

HOW LONG HAVE YOU BEEN AROUND AMA KNOXVILLE?
I joined AMA around April of last year. I have been attending as many monthly luncheons and other events as possible since then.

WHAT DO YOU DO AS A VOLUNTEER WITH AMA Knoxville?
My time volunteering was primarily centered around AMA Knoxville’s 2018 Conference: Wonder. I served as the Sponsorship Coordinator on the conference committee. I have since joined the AMA Knoxville Board and will be serving as the VP of Membership next term.

WHAT DO YOU LIKE MOST ABOUT VOLUNTEERING WITH AMA KNOXVILLE?
What I enjoy most about volunteering and being a part of AMA Knoxville is the people. Everyone that is part of the organization is so willing and so helpful. During my first few months after graduation, the people of AMA Knoxville were a huge resource for me. Not one person has hesitated to meet with me and provide their knowledge, expertise, guidance, and companionship. Every member brings different experiences, knowledge, and resources to the group. There is so much that can be learned from one another, and I believe that AMA fosters an environment that allows for people to grow and learn from one another in a positive and welcoming way.

WHAT HAVE YOU RECEIVED BACK FROM YOUR MEMBERSHIP WITH AMA KNOXVILLE?
From volunteering for AMA Knoxville, I would say my biggest take away was being provided the opportunity to learn. As I mentioned, everyone brings something different to the table, so being able to work with a small group of people on the conference committee brought me the opportunity to expand my knowledge. It was also a great opportunity to get to know more people as I worked with them to become sponsors.

WHAT IS YOUR FAVORITE PAST TIME?
My favorite past time is teaching dance. I grew up dancing since the age of 3 and continued it through college where I danced on The University of Tennessee, Knoxville’s Dance Team. To keep dance part of my life, I teach a couple nights a week to kids ranging in ages 6-18. I not only love it because of my passion for dance, but I also love getting to mentor kids and invest in their growth.

DO YOU READ, WATCH MOVIES, OR TV AND IF SO WHAT ARE YOUR FAVORITES?
I love to read. My current favorite books are Love Does and Everybody Always by Bob Goff.

AMA Knoxville Member Spotlight: Chris Hill

AMA Knoxville Member Spotlight: Chris Hill

NAME: Chris Hill

COMPANY: Smallball Media

TITLE: Chief Operations Officer

WEBSITE & SOCIAL MEDIA: www.smallballmedia.com; Smallball Media Facebook; Follow on Twitter @smallballmedia

WHY DID YOU JOIN/RENEW AT AMA?

I really enjoy the AMA community and the opportunities to learn and expand my marketing knowledge that come with being a part of it.

HOW LONG HAVE YOU BEEN A MEMBER?

This will be my second year as an official member. Unofficially, I’ve been involved on and off since college.

WHAT DO YOU HOPE TO GET OUT OF YOUR AMA KNOXVILLE MEMBERSHIP?

In addition to continued learning, I hope to continue to grow existing AMA relationships and make some new friends through AMA in the coming year.

WHAT DOES YOUR COMPANY DO BEST?

We make shareable content for messaging apps, or, to put it simply, we make stickers, emojis, gifs, and apps.

WHAT IS YOUR FAVORITE TYPE OF CLIENT?

I love clients that bring a creative challenge to the table.

WHY DO YOU LIKE WORKING THERE?

Working in a startup is its own ongoing creative challenge. Each day can look drastically different, and there’s always a new opportunity around the bend.

HOW LONG HAVE YOU BEEN IN THAT JOB?

About a year and three months.

WHAT DO YOU FIND BEST ABOUT DOING BUSINESS IN KNOXVILLE? 

It’s a big city, but everyone seems to know each other or be just one degree separated. And growing any business is about who you know.

WHAT IS YOUR FAVORITE PAST TIME? 

That’s a though one. I really enjoy creative projects. Depending on the time of year, you can find me doing anything from costuming to photography to podcasting. On the less-creative side, I enjoy playing Xbox with my friends online.

DO YOU READ, WATCH MOVIES OR TV, AND IF SO WHAT ARE YOUR FAVORITES?

Fantasy: The Lord of the Rings
Fiction: The Shadow of the Wind
Non-Fiction: Good Strategy / Bad Strategy: The difference and why it matters
Movies: Star Wars, Lord of the Rings, and Brick
TV: Arrested Development, The Office, Parks & Rec, Better Call Saul, Top Gear, and The Grand Tour

AMA Knoxville Presents 31st Annual Honors Celebrating Mary Ellen Brewington

AMA Knoxville Presents 31st Annual Honors Celebrating Mary Ellen Brewington

The American Marketing Association Knoxville (AMA Knoxville) held its 31st Annual Honors Ceremony on Thursday, March 7 from 6 – 8 p.m. at the Foundry on the Fair Site. Mary Ellen Brewington of Est8te Boutique was recognized as AMA Knoxville’s 2019 Outstanding Marketing Professional.

Eddie Mannis, owner of Prestige Cleaners/Tuxedo and Knoxville mayoral candidate presents 2019 Outstanding Marketing Professional Mary Ellen Brewington of Est8te Boutique with her award.

The Outstanding Marketing Professional is a lifetime achievement award presented to an individual who has made meaningful and innovative contributions to the community and in the field of marketing. Past recipients include Alan Carmichael, Jeff Lee, Jim Clayton, James A. Haslam, II, Townes Lavidge Osborn and Pat Summitt.

Attendees enjoyed dinner and drinks as AMA Knoxville celebrated Mary Ellen Brewington, recognized this past year’s AMA marketing scholarship recipients and honored AMA Knoxville’s chapter leaders with the Locander Award, Volunteer of the Year Award and STAR Award.

In addition to honoring an outstanding professional and AMA Knoxville’s chapter leaders, the annual Honors event raises funds to provide scholarships for exceptional students majoring in marketing at the University of Tennessee. This program, the Eagle Endowment for Marketing Education, has provided over $100,000 in scholarship money in an effort to preserve and grow the marketing industry.

2019 Outstanding Marketing Professional Mary Ellen Brewington presents University of Tennessee student Selin Anitsal with an AMA Marketing Scholarship.

At this year’s event, the Brewington family generously agreed to match all donations made up to $5,000. The East Tennessee Foundation, which manages the endowment, kicked-off the fundraising with a surprise $1,000 donation. Thanks to their efforts, the 2019 Honors event raised more than $10,000 for student scholarships.

2019 Outstanding Marketing Professional Mary Ellen Brewington, AMA Knoxville President Erica Coffey, and Founding AMA Member/ Former President and Outstanding Marketing Professional Townes Lavidge Osborn with a check for $1,000 from the East Tennessee Foundation for the AMA Knoxville Eagle Endowment for Marketing Education.

“Mary Ellen Brewington is so deserving of this recognition. Her dedication to marketing and to the community at large is inspirational. AMA Knoxville is grateful for all that she does, and especially for the Brewington family’s gift,” said chapter president, Erica Coffey. “The funds raised at this event ensure that we are able to continue to support the students that are the next generation of marketers.”

2019 Award Winners:

  • 2019 Outstanding Marketing Professional: Mary Ellen Brewington, Est8te Boutique

  • AMA Knoxville STAR Award: Jonathan Halley, Big Slate Media

  • AMA Knoxville President’s Award: Bethany Yandell, UT Medial Center

  • AMA Knoxville Locander Award: Susan Napier-Sewell, TapRoot | System Improvements

  • AMA Knoxville Scholarship Recipients: Selin Anitsal and Katherine Tatum

*All photos courtesy of Colby’s Photography*

Volunteer Spotlight: Jeff Bales

Volunteer Spotlight: Jeff Bales

NAME: Jeff Bales

COMPANY: 2:45Tech

TITLE: Director of Sales

WEBSITE & SOCIAL MEDIA: 2:45Tech, FacebookLinkedIn

HOW LONG HAVE YOU BEEN IN YOUR PRESENT JOB?

I started working at 2:45Tech in May 2017.

HOW LONG HAVE YOU BEEN AROUND AMAK? 

I was told one of the requirements of my job was to join AMAK, so I joined in June 2017.

WHAT DO YOU DO AS A VOLUNTEER WITH AMAK?

I volunteered to assist with the annual AMAK conference in November. My role was small, but it was awesome to see how collaborative planning can lead to something special. Everyone on the conference committee did their part to make Wonder a fantastic event. I encourage anyone who missed it to make plans to attend the 2019 conference. There were numerous opportunities to learn from talented presenters, share ideas during roundtable discussions, and begin using these tips at our own businesses.

WHAT DO YOU LIKE MOST ABOUT VOLUNTEERING WITH AMAK?

I think it’s important to give back to any organization where I see value. It’s one thing to read the weekly emails and online resources, but that’s only part of what the AMA is all about. Attending the luncheons and special events allow me to network, learn from other professionals in the area, and implement new ideas right away. The speakers and food are worth the price of admission.

WHAT IS YOUR FAVORITE PAST TIME?

I love attending live sporting events as way to escape my day to day responsibilities while spending time with friends and family. There are so many storylines that happen through team sports that can be compared to our own journey in life. How well did the team prepare for the moment? How did they handle success or adversity? Did they meet their end of season goals? These are some of the same questions I use to evaluate my own job performance.

DO YOU READ, WATCH MOVIES, OR TV AND IF SO WHAT ARE YOUR FAVORITES?

It’s kinda funny, I can remember specific plays, stats, etc when it comes to sporting events years after it happened and can forget the plot of a movie 10 minutes after I watch it. The problem is I typically fall asleep if the movie doesn’t capture my attention within the first few minutes. That’s okay though, I probably need the sleep anyway.

 

Volunteer Spotlight: Jordyn Rector

Volunteer Spotlight: Jordyn Rector

NAME: Jordyn Rector

COMPANY: VIEO Design

TITLE: Business Development Representative

WEBSITE & SOCIAL MEDIA: VIEO DesignLinkedIn, VIEO Design InstagramKnox Vegan Instagram (a side project where I help with blogging and social media), Personal/Art Instagram

HOW LONG HAVE YOU BEEN IN YOUR PRESENT JOB?

7 months.

HOW LONG HAVE YOU BEEN AROUND AMAK? 

About 5 months.

WHAT DO YOU DO AS A VOLUNTEER WITH AMAK?

I help Christine Smith (who heads up AMAK communications) with social media posting across Twitter, LinkedIn and Facebook. We work together to spread the word about AMAK events, marketing news and tips.

WHAT DO YOU LIKE MOST ABOUT VOLUNTEERING WITH AMAK?

It is great to work with the other people who are involved and to have the opportunity to learn from great marketers at monthly events.

WHAT HAVE YOU RECEIVED BACK FROM YOUR VOLUNTEER WORK WITH AMAK?

I have met some fantastic people in AMA who have become my friends and have introduced me to new opportunities.

WHAT DO YOU FIND IS THE BEST PART OF WORKING IN KNOXVILLE?

The best part of working in Knoxville is the tight knit community. If you’re not able to help someone directly, you can guarantee that you know someone who knows someone and the other best part of working in Knoxville is that everyone is so friendly.

WHAT IS YOUR FAVORITE PAST TIME?

I love painting watercolors in my free time. I have taken on commissioned work and love to work on projects for others, it makes the painting even more exciting.

DO YOU READ, WATCH MOVIES, OR TV AND IF SO WHAT ARE YOUR FAVORITES?

I do read and I love Tom Robbins. My favorite book is Jitterbug Perfume; It is a book about almost everything. 

 

December Luncheon: Marketing Tennessee to an International Audience

December Luncheon: Marketing Tennessee to an International Audience

Now, more than ever before, international visitors are traveling to Tennessee. In fact, in 2017, Tennessee was the fastest-growing state in the country for international travel.

What’s Bringing Them Here?

Is it the outdoor recreation? The food and drinks? Dollywood? Kevin Triplett, Commissioner for the Tennessee Department of Tourist Development, says it goes beyond those elements.

“International visitors want authenticity. They want America, and you can’t get much more American than Tennessee,” he said. “They love what we have to offer, and we’re authentic, genuine and real.”

Commissioner Triplett shared these insights and more at the American Marketing Association Knoxville’s December luncheon as he detailed how his team markets the state to an international audience. Thanks to their efforts, travelers are coming here for longer and spending more, contributing greatly to the overall economy (a whopping $1.83 billion in state and local sales tax revenue).

Building a State Brand

Maintaining brand consistency is essential to any marketing campaign, and it’s no different for marketing the state of Tennessee to the world. So, the Department of Tourist Development worked to develop a brand that exudes the heart and soul of our state.

“Music is in our DNA in Tennessee,” the commissioner explained to a crowd of Knoxville-area marketers. “Seven genres of music call Tennessee home. No other state can claim that.”

And thus, the “The Soundtrack of America. Made in Tennessee.” brand was born.

Utilizing the Brand

At the luncheon, Commissioner Triplett detailed one of the most recent international marketing campaigns developed by his team.

Last year, British Airways announced the first nonstop flight between Nashville and London, which is expected to significantly boost international tourism as well as business opportunities in Tennessee.

In order to drive UK visitors to Tennessee, the Department of Tourist Development held a month-long marketing campaign using an impressive installation at London’s popular Waterloo train station. “Sights & Sounds of Tennessee” included a giant map of the state and headphones to listen to music recordings and other sounds one can experience only in Tennessee.

Using their mobile devices, visitors also accessed corresponding websites offering 360-degree videos of the Great Smoky Mountains or popular music venues in Memphis, Nashville and Knoxville, virtually transporting themselves to Tennessee.

 

The Waterloo installation was just one piece of the larger campaign in support of the “The Soundtrack of America. Made in Tennessee.” brand that included advertising across London. Campaign creative included notable Tennessee music destinations such as Ryman Auditorium, Stax Museum of American Soul Music and the historic Tennessee Theatre, promoting the British Airways flight to Nashville and encouraging British travelers to learn more about vacation opportunities across the entire state.

The team at the Department of Tourist Development is constantly developing unique marketing tactics like the Waterloo installation, including concerts promoted entirely through Snapchat and the “Tennessee Music Pathways” tourism development project. However, Commissioner Tripplet said it’s sometimes more than a marketing plan.

“It’s who we are. It’s what we have. It’s why you should come here.”

Photos and videos courtesy of tnvacation.com. 

Volunteer Spotlight: Anna Wilt

Volunteer Spotlight: Anna Wilt

NAME: Anna Wilt

COMPANY: Knoxville Habitat for Humanity

TITLE: Marketing and Communications Coordinator

WEBSITE & SOCIAL MEDIA: knoxvillehabitat.com, Facebook, LinkedIn, Instagram

HOW LONG HAVE YOU BEEN IN YOUR PRESENT JOB?

I’ve been with Knoxville Habitat since April 2018.

HOW LONG HAVE YOU BEEN AROUND AMA KNOXVILLE? 

I attended my first AMAK luncheon, “Marketing to Millennials,” in the fall of 2016. I learned so much and had such a great time that I knew I wanted to stay involved. When a member of the leadership approached me about volunteering with AMA Knoxville, I knew that this was the perfect opportunity for me to continue learning about marketing while also helping the association.

WHAT DO YOU DO AS A VOLUNTEER WITH AMA KNOXVILLE?

I write an event recap about the monthly luncheons that are later shared on AMA Knoxville’s social media channels. These event recaps are great for people who had to miss the luncheon or want to look back on what was discussed.

WHAT DO YOU LIKE MOST ABOUT VOLUNTEERING WITH AMA KNOXVILLE?

Working at Knoxville Habitat has taught me just how impactful it is to volunteer, in any way you can. It is so important to volunteer in a way that you enjoy, but also in ways that you can gain skills and experience. I enjoy writing, so this is a great way for me to use something I love to give back. It has also been a great way to work on my writing skills.

WHAT HAVE YOU RECEIVED BACK FROM YOUR VOLUNTEER WORK WITH AMA KNOXVILLE?

Volunteering with AMA Knoxville has been a great experience. Not only have I learned so much about the marketing industry through these luncheons, I have also met some great people! The AMA Knoxville luncheons are a fantastic way to meet and network with your peers.

WHAT DO YOU FIND IS THE BEST PART OF WORKING IN KNOXVILLE?

I moved to the Knoxville area about two years ago and I love the area. With Knoxville Habitat, we partner with many local businesses to build houses. It has been great to meet so many amazing people through these partnerships. I love the “volunteer” spirit of East Tennessee!

WHAT IS YOUR FAVORITE PAST TIME?

I love gardening, even though I was not born with a green thumb. I love to cook, especially for a group of friends or family. My husband and I often go on nature walks through Ijams or the Smokies. I also like to play video games on my Xbox – it’s a great stress reliever!

DO YOU READ, WATCH MOVIES, OR TV AND IF SO WHAT ARE YOUR FAVORITES?

I love to read. My favorite books of all time are Harry Potter, but I have recently started reading more nonfiction. I am a big fan of The Walking Dead, both the TV show and the comics.

October Luncheon: Making the Most of a Milestone

October Luncheon: Making the Most of a Milestone

In an exciting presentation conducted by Lila Honaker, director of marketing and outreach at the Historic Tennessee Theatre, attendees of AMA Knoxville’s October luncheon learned about the specialized marketing campaign, media blitz and brand refresh utilized to celebrate the theatre’s 90th anniversary.

“Anniversaries are like birthdays: occasions to celebrate and to think ahead, usually among friends with whom one shares not only the past but also the future.” – Zbigniew Brzezinski

The Tennessee Theatre’s story begins on October 1, 1928 when it was opened as an escape to life’s troubles. This “otherworldly” movie palace took 11 months and around $1 million dollars to build. After years of touching the lives of locals, the theatre closed for a few years in the early 1970s. In 1981, Jim A. Dick purchased the theatre to save it from becoming a parking lot. After a few years, in 1996, he started a nonprofit and donated the theatre with the mission to “make sure that the Tennessee Theatre is accessible and available to all.” Since then, the theatre has undergone a massive renovation, totaling $28 million dollars, which was funded by various corporations and individuals.

October 1, 1928 The Tennessee Theatre opened its doors

After giving a brief introduction of the Tennessee Theatre’s extensive history and impact on Knoxville, Honaker jumped into a description of the long list of events and celebrations surrounding the theatre’s 90thanniversary. Celebrating such a big milestone presented Honaker’s team with “a once in a decade opportunity … to cement some of our nonprofit messaging.”

“We really wanted to connect with the community,” she explained. “Because part of our mission is being a theatre for everybody, we wanted this 90thanniversary to be able to touch everybody from all walks of life, from all backgrounds … as diverse as we possibly could.”

With Oct. 1 being the theatre’s official anniversary, Honaker and her team created the campaign “90 days for 90 years,” with special events and online messaging celebrating the monumental milestone from October until the end of the year.

As a kick-off for their 90-day celebration, the Tennessee Theatre hosted a speakeasy party. The main idea behind this event was not about one piece of entertainment, but a way to experience the theatre in a way that it had never been experienced before. This monumental cocktail party opened by leading the audience down a side alley and in through a secret entrance. Once they entered, they were greeted with food and beverages, jazz band, swing band and photo booth. This event was focused on celebrating the roaring twenties when the theatre was built and to emphasize the brand message of creating experiences, memories and stories.

#90yearspeakeasy

The Tennessee Theatre has a full docket of events, merchandise and more – some of which has not even be announced to the public yet. To secure awareness for this celebration, they have created a new logo, secured pole banners throughout the downtown area, created specialty pins for staff and flooded the media with information about their festivities.

Tennessee Theatre’s New Logo

While reflecting on the past 90 years, the Tennessee Theatre staff also used this time to look ahead at what they wanted their brand to become in the future. Using this 90thanniversary as a transitional period, Honaker’s team was able to rebrand the theatre with an emphasis on patron experience.

“Creating an iconic brand that captures the essence of the theatre starts by knowing who we are,” she said.

In order to fully understand and appreciate the patron experience, audience members were polled in the lobby, through email and on boards. These insights helped direct the rebrand.

The Tennessee Theatre unveiled a new logo, redesigned their website and changed out their bar signage, all with an emphasis on a cleaner, more modern look. With the theme of “A New Look for an Icon,” Honaker and her team had to ensure that the rebranding campaign encompassed the tradition of the well-loved building. The new designs incorporate patterns and visuals from the architecture of the theatre itself into their new branding.

“This theatre means a lot to a lot of people and we want to share that.”

Written by: Anna Wilt

AMA Knoxville September Luncheon: Let People Into Your Story!

AMA Knoxville September Luncheon: Let People Into Your Story!

Drew Bedard, the Vice President of Brand/Customer Marketing at Bristol Motor Speedway, led the audience at the AMA Knoxville September Luncheon through his methods of storytelling. His goal was for everyone to “have fun and walk away with something actionable.”

Bedard dives into an explanation of why you should strive for story telling with your brand. The first is the idea of “Noise v Music.” Bedard compares “noise” to a confusing ad that your brain can’t understand. American consumers are bombarded with noise. Your ads should be music that tells your customer your brand story.

Since “clarity is key,” it is imperative that your ad be as clear as possible in order to capture and keep your audience’s attention. Bedard uses Apple as a prime example of this form of clear storytelling. “Stories make so much sense” in the marketing world because American’s are “starving for stories.” People spend $500B a year at the movies. This is evidence that your brand should be capitalizing on this need for stories.

The structure of a story includes some fundamental components that can translate into your brand storytelling. The first of these key features is “the hero.” Each of these heroes has a conflict or problem that they must overcome. In order to overcome this issue, they need a guide to give them a plan and call them to action. Bedard describes this structure using pop culture references, such as Luke Skywalker and Yoda in Star Wars.

In this structure, your customer must be the “hero.” Your product and brand need to be the “guide” that gives them a plan to lead them to action and overcome their problem. For this structure to work, Bedard recommends to “boil it down to how a brain can understand it.” He suggests that even something as simple as a big, red button on your website that says “BUY NOW” can be a solution to your customer’s problem.

When applying this process to Bristol Motor Speedway, Bedard found his “heroes,” or customers, to be blue-colored, Southern individuals looking for an amazing experience. Their problem is that they “lead stressful lives” and need an outlet to relax and “feel a sense of community.” His team then presents their brand as a guide to help their customers overcome their problem. Bristol Motor Speedway is marketed as an exciting, custom experience to share with a like-minded community.

The best way to organize your company’s brand is to come up with The Statement, or “The One Liner.” According to Bedard, this is a critical step in the process to simplifying your brand’s story. To come up with this “One Liner,” you will need to identify “the problem, the solution and the reward.” Bedard’s team worked to come up with a one liner that applied to Bristol Motor Speedway.

“People have stressful lives and want to have fun. We give them a place to escape, engage in community and enjoy sports and entertainment, so they can make memories that will last a lifetime.”

Bedard challenged the audience to go back to their office that afternoon and come up with a statement like this that would apply to their brand. He stressed the necessity of making this statement as clear and concise as possible.

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