From the course: Storytelling for Advertising Campaigns

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Story in brainstorming

Story in brainstorming

From the course: Storytelling for Advertising Campaigns

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Story in brainstorming

- Home buyers and home sellers. But each of these two groups should be broken down into life stage sub groups creating five audience sets. First time buyers, move up buyers, downsize buyers, first time sellers, and experienced sellers. Our agency team used behavior and demographic data to understand behavior patterns in each of the audience segments. Then combined that with a perceptual exercise conducted with realtors themselves. The goal of the research process was to determine the loves and fears of each of our audiences, based on the experiences of the people who interact with them the most. In each case, we discovered a primary perception that each segment had about realtors. This is our natural tension, the part of our story that we have to overcome to achieve our goal. It would make sense that our protagonist would be realtors and our antagonist would be a complicated or stressful process. But this makes the story too self-serving. It becomes a story about the realtor, not what…

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