Tag: bold marketing ideas

“Fearless” Marketing and the Power of Storytelling

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No matter how dramatic or controversial, truly great storytelling in marketing doesn’t just boil down to publicity stunts. Rather, the most impactful storytelling is all about the message a company is trying to convey and how that message originates from its internal values. And in the case of the famous “Fearless Girl” statue that faces down Wall Street’s charging bull, it was the message about fostering a greater diversity in the financial industry that has had a lasting impact.

Stephen Tisdalle, CMO of State Street Global Advisors, was on the team that made the “Fearless Girl” statue. And although the installation made headlines all over the world, the campaign also prompted State Street Global Advisors to devote themselves to greater gender diversity in their own leadership and on their own boards. On this episode of Renegade Thinkers Unite, Stephen shares the internal challenges his team faced when developing the idea, the global reaction to the statue, and how this striking piece of storytelling marketing sparked a global-wide conversation about equality in the workforce.

Click here to learn all about impactful storytelling in marketing.

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What You’ll Learn

Why did a statue of a ‘Fearless Girl’ in front of the ‘Charging Bull’ leave such an impression?

The “Charging Bull” statue that lives on Wall Street has been an iconic symbol for decades. On March 7, 2017, SSGA unveiled the “Fearless Girl” statue – a brave young girl that confidently faces the bull. She continues to serve as a symbol for greater diversity on C-suite level boards, and that’s exactly what Stephen and his team were trying to convey. That’s what makes Fearless Girl such a prime example of storytelling marketing – a piece that stands the test of time and represents values that span companies, states, and even nations.

You have to back up your storytelling marketing with action

Fearless Girl may have remained a simple statue with a brief amount of fanfare if it hadn’t been for SSGA’s actions that backed up the claims she made. SSGA has committed to increasing the level of diversity in their own boards, as well as encouraging their clients to do the same. Stephen explains to Drew that since her installation, SSGA has found that more than 300 companies added a female director, and to-date another 28 plan to follow suit. Fearless Girl also amassed over 6.5 billion social media impressions. However, if a company’s storytelling marketing campaigns are to leave a persisting impact, they must be backed with action.

Truly great marketing can flourish when its paired with important values

The genius behind Fearless Girl lay in her ability to convey values that should be important to companies of all sizes in all industries. Stephen explains that “authenticity is attractive,” and that people are drawn to marketing campaigns that are aligned with important values. He continues by explaining that companies and leaders need to “do well, do better, by doing good.” Storytelling marketing can be the perfect way to convey those commitments.

Timeline

  • [0:30] Stephen explains why State Street wanted to put a fearless girl in front of a charging bull
  • [9:50] Stephen and his team had to overcome internal concerns before moving forward with Fearless Girl
  • [15:29] Great marketing comes when you align with important internal values
  • [21:04] The true value behind Fearless Girl was in the actions taken across the world
  • [26:24] Stephen explains the future of Fearless Girl
  • [31:33] The storytelling process begins with a strong marketing focus
  • [38:48] Fearless Girl and how she has impacted the brand awareness of State Street Global Advisors

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To Boldly Go Where No Marketer Has Gone Before

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Many CMOs take their client base for granted. Even though they may put a lot of time and effort into building that base and retaining customers, most marketers are fortunate enough to have an existing network of consumers to work with. When Trip Hunter set out to promote Silicon Valley’s first-ever ComicCon in 2016, he needed to start from square one. Trip’s genius advertising prowess—along with some help from Steve Wozniak—helped the con bring in over 60,000 attendees. Great Scott!

Silicon Valley ComicCon wasn’t Trip’s first crack at delivering a dynamite marketing strategy. He’s been implementing cut-through tactics for nearly 20 years with brands like Renegade, Fusion-io, and Primary Data. A strong believer in the “no risk, no reward” theory of marketing, Hunter is the quintessential renegade thinker!

Trip Hunter discusses some of his boldest marketing ambitions on the Renegade Thinkers Unite podcast with host and former business partner, Drew Neisser. You can listen to the episode here. If you don’t have time to listen to the whole podcast, you can check out these sample questions and answers below:

Drew: There were a lot of comic cons already when you started this two years ago. How did you make sure that Silicon Valley ComicCon was unique?

Trip: Steve Wozniak is one of the partners of both companies that I work at and he wanted to do a ComicCon that was not just about pop culture. He wanted it to include science and technology because in his mind, these two things drive each other. And so I don’t think there are many shows out there that balanced content between technology and pop culture as well as we do.

Drew: What role did social play in the overall marketing program?

Trip: We started with nothing two years ago—we had no social following at all. So it takes a while to build that up and once you kind of hit a certain level, it starts to grow pretty quickly. But one of the reasons that I think it was successful was, we focused on creating ownership. So we weren’t just talking to people, we were engaging them and asking them how they wanted to shape the event. That empowerment allowed them to recommend guests; one person said I want to do a cosplay show for dogs. I don’t think anybody had done a doggy cosplay, and that became a huge component.

Drew: How did it go?

Trip: The press loved that! That came directly from the people that we were listening to. So again I think it’s about listening and then giving people the ability to help shape and create the event.

Drew: What was one risky marketing stunt you pulled off at Primary Data?

Trip: For the launch of Primary Data, we wanted to do something that was also big and about moving just because moving data is what we do, and so we brought Nitro Circus into South Hall, which is a building at the San Jose Convention Center. These guys have these massive ramps that take all day to set up. The first guy goes off the ramp on his motorcycle—this is an enclosed building and the ceiling is 80 feet in the air—and as he goes by one of the giant lights he reaches out and taps the light. I went over and said, “Well, I’m not sure this is going to work.” And he said, “No, no it’s going to be fine. That light was a good three feet from me.” So we changed things around, but the next time he went off it, he did a backflip and it was right next to the ceiling. It didn’t seem to bother anybody, so away we went and Nitro Circus did a big indoor show and people loved that.

Drew: What was the story there?

Trip: Again, it had to do with moving data: showing that moving data is difficult, but also showing that there are very few people that know how to do it. Nitro Circus in this instance was one of those very special groups that knows how to do this and nobody else does. At Primary Data, what we’re trying to do hasn’t really been accomplished yet and so we’ve kind of put ourselves in that vein. Now granted, that’s a pretty thin line. It’s about Nitro Circus—they’re just amazingly cool to watch, and for a launch party, it doesn’t take much more than that.

Drew: What is the toughest lesson you’ve learned when it comes to marketing?

Trip: For me, the toughest lesson has been staying up with the evolution of marketing and I think it’s really easy for us to become complacent in the channels that we’ve tried. Just because it worked before doesn’t mean it will work again. It is one of the things that Silicon Valley ComicCon has taught me especially as I move back to B2B marketing is the importance of social and all of the different channels working together harmoniously.