BONG! w/rap your message

by Katie Ledger on February 14, 2011 · 0 comments

in Brands,Marketing,passion,Storytelling,The Book

IMG_0063I am spending  more time with people in ” the digital space” as the groovy cats like to call it. Working with individuals and brands who want to understand and interact with their customers and potential customers. Regardless of the type of media; broadcast, digital, print or outdoor, I believe it all comes down to how you w/rap your message.

I loved the Happiness Rap so much I bought it for my phone to remind me of the important things in life. I may also buy the book and check out Sonja if she speaks in London. Cleverly w/rapping the product – in this case a book and speaker services.

Radisson Hotels in London wanted diners to really understand about the care and passion in their food. They print QR codes on the menus which link to short videos of their chefs preparing the dish you are interested in – an innovative way to help you make that all important decision and a reinforcement of the “we are here to help you” message.

Big companies like Microsoft are also wrapping by encouraging “story tellers”. Steve Clayton is a/THE ( imho) Microsoft story teller. He gets paid to explain to us (in English) what technology is just around the corner and how its going to improve our lives.

Got me thinking about my “theory of the bongs”. Yes that strange drawing above does mean something. In a previous life I was a TV News Journalist. I worked for the BBC and also ITN who produced News at Ten – a flagship news programme that used a Big Ben “BONG” just before each headline. A Bong is a 3 – 5 sec headline written so you need to know more. “Bomb explodes in tube station” for example leaves you wanting more info. This is represented by the top thick line. The lead in is the 3 sentences or 15 secs the news presenter reads to get you to watch the report – for example; ” A bomb exploded at XYZ station today. Emergency services were at the scene within minutes.  25 people have been taken to hospital and there are reports one person may have died. Joe Bloggs reports”. this is represented by the 3 thick lines. If this is written well, it will entice us to watch the 90 sec report, represented by the 5 lines. And finally ( as they say in all good news programmes), if the viewer is really interested in the detail, they will watch Panorama ( a 30 min, one topic in-depth news programme) represented by the mass of long lines at the bottom.

SO what? you say. Well, in my experience, most businesses (and quite a few individuals) are great at Panorama but not so great at the BONGS. With limited attention spans – the customer/audience wants to know very quickly whether its worth spending any more time listening to your message. They are not going to do the Panorama to Bong translation – that’s YOUR job. That’s why this model only works top down and not bottom up.

So there you have it. In one of the longest posts I have done in a while – I have attempted to explain my theory of brevity….

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