Changing Perceptions and Driving Narratives Through Research

This presentation illustrates how perception can be influenced by research insights.

1. Changing Perceptions and Driving Narratives Through Research Keith Kirkpatrick, Principal, 4K Research & Consulting, LLC

2. Who is this guy? And why am I listening to him? Graduated with a Magazine Journalism & Sociology Dual Degree from: Listen to your professors…see how theory meets practice Key Takeaways College is great, but nothing beats real-world experience (internships!) Now is the time to expand your horizons

3. Who is this guy? And why am I listening to him? Began professional career as a technology and finance journalist Integrity is everything Key Takeaways Expand your craft—ask questions—never stop learning There’s more than one correct way of accomplishing anything

4. Who is this guy? And why am I listening to him? Transitioned to a career focused on research and event production Which led me to… Narratives should be derived from insights and research (or they should at least be tested and verified by research ) Key Takeaways Listen to your customers—if you don’t, they will walk If you don’t adapt with the times, you will become a dinosaur… It’s always about value, never about price

5. launching MORE THAN CONTENT MARKETING Eventicate is more than a simple content marketing service. We use a strategic combination of research, thought leadership, public relations, and video storytelling to develop and deepen your relationships with your customers. We can work with you to develop, enhance, and execute a content-activation strategy, and package this service for your clients on a white-label basis. Our goal is to provide your customers with an environment that engenders community, collaboration, and solutions. RESEARCH TO DRIVE DECISIONS 4K Research & Consulting provides market research and business intelligence services across a variety of industries. Get up to speed on new industries, markets, or trends quickly, or augment your internal research capabilities . We have significant experience in conducting primary and secondary research projects that includes information gathering, synthesis, and analysis, and are able to turn around "camera-ready" deliverables very quickly. As a result, you can get the information you need to make critical business decisions without spending tons of cash on syndicated research.

6. RESEARCH With both ventures , the goal is the same… Using through research, a comprehensive, strategic narrative can be developed that will create, modify, and influence the perception of a product, service, or brand.   NARRATIVE PERCEPTION

7. Perception drives interaction Smart sports franchises highlight their key selling points, so that even non-fans can recognize the brand and will “buy in” via their wallets.

8. Perception drives interaction Political campaigns are built on constructing a narrative, and repeating it ad nauseum

9. Perception drives interaction Pop musicians cultivate a narrative that may supersede the impact of their art. The perception of the artist is largely driven by that narrative.

10. Brands can construct a new narrative to reposition themselves… Or they can let others construct the narrative for them

11. So how to do you control the narrative? ?

12. Devise a comprehensive plan, driven by insights Media Social Analyst Relations Conferences/Events Advertising / Content Marketing RESEARCH

13. It’s not about you, it’s about them… Reach out to stakeholders, influencers and observers to learn about them Start with secondary Conduct qualitative first to frame discussion Move to quant if warranted

14. Real engagement isn’t just about getting a like or a retweet. It’s about interaction and engagement with your offering, your product, and others within the community. In today’s super-saturated world of content marketing, Eventicate has identified four key elements that are critical to driving user enagement. It’s not enough to send out an email a week—your offerings need to become a ubiquitous presence in your audience’s life to keep their attention. Messaging and content cannot be difficult to access and use. If an offering doesn’t slide into a user’s everyday routine, it likely will be ignored. Offerings must provide real value to the user. Nice-to-have is good, but need-to-have will help engender loyalty. Repurposing has its place, but unique content, tools, and communities are the key to building and maintaining strong relationships with your audience. UBIQUITOUS SEAMLESS UNIQUE VALUABLE Engagement

15. It’s no longer effective or acceptable to simply market specific events, product launches, or new service offerings. Today’s B2B and consumer audiences are strapped for time, and innundated with messages across various channels. The only way to stand out is to become a ubiquitous presence in their lives. Eventicate achieves this by offering content and expertise that is easily integrated into daily operations . Event Day 1 Day 365 Promo Email Campaigns Research Content (surveys, white papers, reports) Traditional and Social Marketing Thought Leadership Content Forums/Teaser Events Event Wrap Campaigns Follow-on Events Based on Primary Event Proceedings Live Scribing | Video Capture | Onsite Interviews Event Content Activation Previous Event Content Activation Usability Design and Testing Engagement is a year-round activity

16. Why work with 4K and Eventicate? We’ve worked on both intimate and large events, and understand the unique challenges and pain points faced by all stakeholders: event managers, sponsors, exhibitors, speakers, and attendees. We understand how activated content can improve and enhance the event experience for each group . We know the events business From targeting and list building through the execution of a multimedia, multichannel campaign, we understand how to design, execute and measure the effectiveness of marketing. We utilize clearly defined KPIs and benchmarks to ensure that marketing activities are getting results. We know marketing (beyond sending out Tweets) Research is at the heart of our offerings. We conduct primary and secondary research to help validate event or marketing hypotheses, as well as create a foundation for content activation. We also use proven research methodologies to conduct usability testing and post-event analyses. We know research We have many years of experience bringing content to life through video storytelling, sizzle reels, and sonic branding, and can activate these deliverables across a wide range of traditional and social outlets. We know multimedia

17. Enhance the effectiveness of internal meetings Eventicate can plan, execute, and manage the activation of the content and output from internal sales meetings. Eventicate can manage the process directly, or train internal staff and provide a template-driven workflow program to follow. Content Amplification Eventicate can take the output, insights, and learnings from the meetings, and can build follow-on mini-events, webinars, or facilitate workgroups to extend and enhance the value of the content. Content Activation From blog posts, newsletters or show dailies, we can activate existing content from your event, related activities, or user-submissions, to reinforce the key highlights, messaging, or sales ideas that are generated at the meeting. Research Polling before, during, and after the event to gauge sentiment, retention, or impact can be handled as a stand-alone project, or as part of a larger content-activation strategy. Eventicate can also conduct ad hoc primary and secondary research. Live Scribing Capture and facilitate ideas as they’re being discussed, providing a framework for future discussions and workgroups.

18. Engage delegates, speakers and sponsors Eventicate can manage the content-activation process for intimate and large-scale conferences and events, freeing you to focus on execution and excellent service. Content Amplification and Activation Eventicate can take the output, insights, and learnings from your event, and can build follow-on mini-events, Webinars, or facilitate workgroups to extend and enhance the value of the content. Eventicate also can leverage assets from the event (on-site video, one-on-one interviews, and post-panel reviews) and create multi-channel campaigns designed to promote and extend engagement with any target group. Research Eventicate can conduct primary research with key decision makers and influencers to help shape the program agenda, solicit feedback, and refine the event experience. Eventicate can also conduct secondary research monitoring to identify and link industry or topic news to the event. On-site polling and recap services are also available. Content Activation for Sponsors and Exhibitors We can provide added value for sponsors and exhibitors by helping them create and disseminate content-driven assets as part of their sponsorship or exhibition package. These can include white papers, Q&As, blog posts, social media management, video content (captured on-site or pre- or post-event), and ghostwritten articles. Public Relations and Media Eventicate can tap into industry-specific media relations experts to design and deploy a PR/media relations campaign to get your event noticed and covered.

19. Our Services Utilize our primary and secondary researchers to uncover insights about your event, audience, or market. Then let us activate those findings via our content-marketing offerings. Research We can deliver content in any form: videos, podcasts, webinars, white papers, blog posts, Q&As, social media postings, reports, or even bylined articles. Content From sizzle reels, to talking head interviews and short film bites, we can work within your budget to tap into this channel. Video We can manage your social media channels to drive engagement and actions, and integrate these activities into an overall marketing strategy. Social Media We can bring the audio element into your event, creating a sonic identity and signature that is uniquely tied to your brand and event. Sonic Branding & Soundscapes We can manage your email campaign activity to drive your event objectives. Email Campaigns We can help source and negotiate agreements with outlets to enhance your reach exponentially. Media Partner Development From marketing strategy to building your event marketing plan and activity calendars, we can help you with your marketing needs. Marketing

20. How we work We’re happy when you’re happy. We are pleased to offer our services on either a branded or white label basis, providing you with the option to broaden your range of services without the overhead. Branded or White Label Projects aren’t one-size-fits-all, and neither our are fees. We’re happy to work with you to determine a fee schedule that aligns our success with yours. Hourly, Daily, Weekly or Project Based Fee Schedule As your trusted partner, the ultimate responsibility for ensuring that work is done with accuracy, integrity, and efficiency lies with us. Any outside resources or experts will be managed by us, ensuring a single point of contact – and responsibility – for you. The Buck Stops Here Our preference is to be as integrated as possible within your organization, to ensure the most efficient workflow and communication structure. But whatever the level of integration, we’re set up to function as your right hand to ensure success. Partnering for Success

21. “Don't buy this 'believe in yourself' rubbish. Why do they keep telling youngsters that? There's no point believing in yourself if you don't know what you're doing. Once you've got a vision of what you want to do, by all means stick to that passionately and doggedly. Believe in your ideas. It's not quite the same thing .” -- Steve Winwood Quote of the Day

22. Keith Kirkpatrick [email protected] 917 727 1011 Research & Consulting, LLC