THIS WORKSHOP BY MARK DI SOMMA IS TITLED:
Brand online:
Curioser and curioser – creating allure online

What's this about?

Too many companies are missing the point. They’re still trying to build online pyramids, when in fact they need to be developing internet-powered corridors: clear, open pathways that lure customers and visitors on with the possibility of more fascinating stuff, just around the next click.

In this workshop, we examine why presence on the www is not enough in the age of the attention economy, why simply stacking your site full of information is pointless, and why every website must be shaped by questions, not babble.

Merely being able to write for the medium is nowhere near enough now. Instead, you need to be able to think like a tourist, shop like a customer, entice like a barker, arrange like a retailer, inform like a friend and close like a salesperson. And still deliver a journey that is totally in the spirit of the brand.

So, we’ll look at the six factors that create, inspire and sustain curiosity:

• cause
• reason
• story
• experience
• proof
• refreshment

Who's this for?

This programme on powering up your brand online is aimed at those who are responsible for shaping and communicating your organisation’s e-xperiences, including communications managers, marketing managers, web teams and IT services staff.

What does it cover?

We work through:

• Who do you think you are?
• Station to station – visitors through revolving doors
• The power of the next question
• What must happen?
• The proof is in the comeback