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How can you keep your audience engaged when demonstrating the impact of a Creative Strategy?

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Creative Strategy is the process of designing and delivering messages that resonate with your target audience and inspire them to take action. But how do you show the impact of your creative work to your clients, stakeholders, or team members? How do you keep them engaged and interested in your results? In this article, you will learn some tips and techniques to demonstrate the value of your Creative Strategy in an effective and captivating way.

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Mari Carmen Estevan Estevan

Fundadora y consultora en HOY ES EL DíA
Bruno D'Angelo

Storytelling Strategist | Creative Producer | Narrative Designer | Storyteching Evangelist | Communication…

1 Know your audience

Before you present your impact, you need to understand who you are talking to and what they care about. Different audiences may have different expectations, preferences, and goals. For example, a client may want to see how your Creative Strategy helped them increase their sales, brand awareness, or customer loyalty. A stakeholder may want to see how your Creative Strategy aligned with their vision, mission, or values. A team member may want to see how your Creative Strategy contributed to their learning, growth, or satisfaction. Knowing your audience will help you tailor your message, choose the right metrics, and highlight the most relevant benefits.

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Richard Silva

Head de Marketing | Gerente de Trade Marketing | CMO | Estratégias de Marketing | Go to Market (GTM)
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Conhecer o público ao qual você fará conex?o durante a apresenta??o é de extrema importancia. Essa etapa, seja feita antes a apresenta??o ou logo no início dela, tem o poder de gerar conex?o e quebrar o gelo entre público e apresentador. Quando você procura conhecer o outro lado, você passa a ter acesso a mais pontos de conex?o para envolver o público durante a sua apresenta??o, trazendo as pessoas, suas histórias e necessidades para o mesmo nível do seu conteúdo, tornando ele mais prático, envolvente e relevante.

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2 Tell a story

One of the best ways to keep your audience engaged is to tell a story that showcases the impact of your Creative Strategy. A story can help you connect with your audience emotionally, create a narrative arc, and make your data more memorable. A good story should have a clear beginning, middle, and end. The beginning should set the context, the challenge, and the goal of your Creative Strategy. The middle should describe the actions, decisions, and solutions that you implemented. The end should reveal the outcomes, results, and learnings that you achieved. A story should also have a hook, a twist, and a takeaway that capture your audience's attention, curiosity, and interest.

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Mari Carmen Estevan Estevan

Fundadora y consultora en HOY ES EL DíA
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Cuando las marcas piensan en contar una historia siempre piensan en "una historia de éxito", sin embargo, cuando se trata de comunicar nuestro impacto, la transparencia y la honestidad son clave. Por esta razón, contar aquello en lo que hemos fallado, en lo que todavía estamos trabajando o lo que nos supone un reto es fundamental para conectar de verdad con nuestras audiencias. Además, es una estrategia ideal para encontrar soluciones porque quien menos te lo esperas puede tener la respuesta que estabas buscando.

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Bruno D'Angelo

Storytelling Strategist | Creative Producer | Narrative Designer | Storyteching Evangelist | Communication Panelist | Comic Book Teacher | Father and Incorrigible Optimist
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“Location, Location, Location” is the answer to the better real estate strategy. In the creative world it would “Story, story, story” - no matter the size, the style, who or how you tell it, if the story is no good, nor will be your strategy.

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Francois Kahn

HEC - Bain, Casino, TBWA, Lagardère alumni
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Build a narrative arch, define your hero, the obstacle(s) to overcome and a goal. Then build a narrative arch with a clear start as well as an ending. Engage your audience "Have you ever felt...", "Did it ever happen to you?" etc. Create tension, and use your strategic creative as the solution to relieve this tension. Remember your strategy is not the goal, it's a mere tool in reaching the destination.

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3 Use visuals

Visuals can help you communicate your impact more effectively and creatively. Visuals can include graphs, charts, diagrams, images, videos, animations, or infographics that illustrate your data, insights, or ideas. Visuals can help you simplify complex information, highlight key points, and add color and flair to your presentation. Visuals can also help you appeal to different learning styles, such as visual, auditory, or kinesthetic. When using visuals, make sure they are clear, relevant, and consistent with your message and brand.

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4 Be interactive

Another way to keep your audience engaged is to make your presentation interactive. Interactive means that you invite your audience to participate, contribute, or respond to your impact demonstration. Interactive can include asking questions, soliciting feedback, conducting polls, quizzes, or surveys, or using gamification elements, such as points, badges, or rewards. Interactive can help you stimulate dialogue, generate interest, and build rapport with your audience. Interactive can also help you gauge your audience's understanding, satisfaction, or agreement with your impact.

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KSHITIJ KULKARNI

Internal Communications and Branding Coordinator at Bosch (RBAI) | Ex AIESECer | Ex Scout
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Use images or videos during your presentation to make it easy to understand. Tell stories to keep the audience engaged. Ask questions to involve them and encourage participation. Keep it simple and avoid too much jargon. Use enthusiasm and energy when presenting to keep their attention.

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5 Be concise

Finally, one of the most important tips to keep your audience engaged is to be concise. Concise means that you deliver your impact in a clear, succinct, and focused way. Concise means that you avoid unnecessary details, jargon, or repetition that may confuse or bore your audience. Concise means that you use simple, direct, and active language that conveys your message with confidence and clarity. Concise means that you respect your audience's time, attention, and intelligence. Being concise will help you make a strong impression, convey your value, and inspire your audience to take action.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you keep your audience engaged when demonstrating the impact of a Creative Strategy?

1

2

3

4

5

6

1 Know your audience

2 Tell a story

3 Use visuals

4 Be interactive

5 Be concise

6 Here’s what else to consider

Creative Strategy

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How can you keep your audience engaged when demonstrating the impact of a Creative Strategy?

1

2

3

4

5

6

1 Know your audience

2 Tell a story

3 Use visuals

4 Be interactive

5 Be concise

6 Here’s what else to consider

Creative Strategy

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