Craft Marketing is back with another event full of valuable insights and networking. This time, Dave Florin, CEO/Partner at Hiebing, will be presenting at Thirsty Goat on February 27, 2024. This month, we will explore the how and why of story stacking.

Why attend this month’s Craft Marketing?

You will leave this event with expert insights on what story stacking is, what it can offer your company, and how to get started. We’re all well aware of the importance of story telling in marketing, but this technique will take your story telling efforts to the next level.

Register now to get Dave’s advice, all while enjoying a complimentary beverage of your choice. 

What to expect: Q&A with Dave

  1. AMA: Tell us a little about yourself and what you do at Hiebing.

Dave: I am the CEO of Hiebing. We are a 140-person marketing firm with offices in Madison, WI and Austin, TX. Our clients include companies like Culver’s, Travel Wisconsin, Wisconsin Lottery, Schneider, ITW/Miller and Summit Credit Union.

  1. AMA: Can you explain what “Story Stacking” looks like in practice and how it differs from traditional marketing approaches?

Dave: As our communications landscape continues to evolve, and as people spend more time in digital ecosystems, the way we plan for marketing needs to adjust as well. Story Stacking takes an integrated approach to layering messages across the consumer or customer journey.

  1. AMA: What are some key performance indicators (KPIs) or metrics that businesses should track to assess the impact of their B2B marketing campaigns?

Dave: KPIs for B2B can be wide ranging but are all dictated by what problem are we solving with our Marketing activities. We are always looking to generate momentum so we need to ensure that our KPIs are address the problem we are trying to solve — from revenue generation to audience accumulation to shifting perceptions or engagement. Not every tactic can address every objective so therefore our KPIs been to be aligned with the objective we are trying to effect.

  1. AMA: Creating compelling, persuasive marketing messages that’ll captivate your precise audience can be tough. Are there any common missteps marketers take when crafting their messaging that we should steer clear of?

Dave: Plenty – a number of which we will discuss at the upcoming meeting. The main one is taking a brand-centric view rather than a target-centric view. This frames how one views everything from how you view the customer journey, to what your message is along the way. Most of the missteps occur when brands are focused on what they want the target to do rather than focused on role or value they provide in the life of the target.

  1. AMA: Can you give us a preview of the big takeaway people can expect if they attend the event?

Dave: The focus will be how to look at your communications plan in a target-centric manner that aligns your brand’s story.

Register Now

So what are you waiting for? Reserve your spot at Dave’s presentation today by registering here. We can’t wait to see you there. 

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