10 Alternative Social Platforms Brands Can Leverage For Marketing

Question: What Is One Of The 10 Alternative Social Platforms Brands Can Leverage For Marketing?
Answer: ‘Twitch’.

“Gaming platforms such as Twitch are a good place to target specific demographics and consumers who would be interested in similar products. Reddit is also a popular platform that continues to gain momentum and is good for exploring your consumer audience and your effectiveness.”
Jessica Hawthorne-Castro, Hawthorne Advertising

For the full article go to “10 Alternative Social Platforms Brands Can Leverage For Marketing” at Forbes.

How Balanced Is Your 2023 Marketing Portfolio?

Marketers have been challenged over the past few years when it comes to creating annual marketing and media strategies, adapting to a changing media landscape and quickly addressing new consumer buying habits.

Our SVP of Marketing & Client Development, Christian Jones, has some pro tips to keep top of mind whenever you undertake planning. Read the full article on Street Fight.

CPG and its New Direction: Emerging vs. Legacy Brands

The marketing efforts and strategies within the consumer packaged goods (CPG) industry are evolving faster than ever. Nearly all aspects of the CPG category has changed, including the classifications, the way brands develop products and go-to-market strategies, and how consumers learn about and purchase the actual products. Our VP of Marketing, Karla Crawford Kerr provides some insights and pro tips to navigate the new landscape of CPG.

Read the full article on Multichannel Merchant.

The Path of Today’s CPG Brands

Increased competition from niche brands has not only weakened traditional brand loyalty, but has also created a paradigm shift for how CPG brands do business. Our Director of Client Development, Cyndi McMaster, explores the challenges and opportunities for today’s marketers.

Read the full article on Retail TouchPoints.

What marketers are missing about zero-party data

What is zero-party data? It’s a key that can unlock entirely new models for customer engagement, if marketers embrace it. It can also fulfill the promise of true personalization and build a foundation of loyalty and trust with your audience.

Our SVP of Marketing & Client Development, Christian Jones, examines how to leverage zero-party data to drive successful engagement. Read the full article on VentureBeat.

Advertise in the Metaverse? It’s Complicated.

If the metaverse becomes a place where billions of real people interact and have expendable currencies, brands will leverage experiences to drive consumers down a purchase funnel, just as they do in the physical world. But how that ecosystem of brand/advertiser, media and consumer take shape is still in flux. Our SVP of Marketing Christian Jones has some things to consider when jumping in.

Advertise in the Metaverse? It’s Complicated.

If you’re confused about the metaverse — what it is, how it’s changing the way people interact with each other and brands, whether marketers can create value from metaverse ads, etc. — you’re not alone. The metaverse is still taking shape, and the long-term implications of ephemeral or persistent virtual worlds that can be accessed via augmented reality (AR), virtual reality (VR), mixed reality (MR) or even a humble browser (via platforms like Decentraland or Roblox) are as yet unknown.

A recent article in Wired compared today’s discussions about the metaverse to people talking about the internet in the 1970s. The pieces of a new way to interact are coming together, and it has massive implications for society and enormous commercial potential, but we’re not sure what final form it will take. Personally, I think of the metaverse as “XR”, not as a catchall for AR, VR or MR but instead as “extended reality”. In the metaverse, we’ll interact as virtual extensions of ourselves in some form, human or otherwise.

Marketers are curious about the potential of the metaverse, and some are frantically trying to get up to speed due to fear of missing out. Since the metaverse is still taking shape, it makes sense for marketers to watch closely and understand the factors that may influence its direction. How might the metaverse emerge and what could it mean for brand building and marketing now and in the future?

Driving Virtual Consumers Down a Real Purchase Funnel

If the metaverse becomes a place where extensions of billions of real people interact and have expendable currency — whether via in-world crypto, tokens or offline official government currency accessible via digital wallets — brands will have an opportunity to use advertising and/or curated experiences to drive consumers down a purchase funnel, just as they do in the physical world. But how that ecosystem of brand/advertiser, media and consumer take shape in the metaverse is still in flux.

In the physical world, the mechanics of advertising are well known. We’re familiar with ad units by channel, and we can calculate how much those units or impressions will cost and factor in the value of an impression in terms of meeting critical KPIs. That’s not to suggest it’s simple — the real world ecosystem is fractured and constantly in flux, but it’s knowable, manageable and familiar too.

But in an entirely new world, how do we value a new set of ad units or XR engagements? Audiences are often anonymous, and demographics are potentially inscrutable. Is the person behind the avatar a 63-year-old professor or a high school sophomore? We don’t know, so how can a brand or advertiser measure value? Non-fungible tokens (NFTs), which provide proof of ownership of a digital asset, are forming the connecting bridge, for the moment at least.

NFTs function as a talisman for brands, a way to engage virtual audiences and confer status on NFT holders. Brands like Stella Artois, Papa John’s, Acura, the NBA and many others are experimenting with NFTs, some to promote products or provide product functionality, others to highlight good causes and support charitable work. AdAge keeps a continually updated list of how brands are using NFTs.

Another way brands connect with virtual consumers is by creating experiences on platforms like Roblox. At Nikeland on Roblox, one of the earlier, high-profile brand entries in 2021, users could dress their avatars in branded sneakers and apparel, play games and unlock sports superpowers. Branded virtual apparel as a digital commodity is a straightforward implementation. Gucci just upped their profile from Gucci Garden to Gucci Town – dropping virtual bags and apparel within limited-time windows to style your Roblox avatar. Other recent brand implementations include a McLaren F1 Racing experience and a Chipotle Burrito Builder event – the possibilities are staggering.

The Value Conundrum

As these examples illustrate, major brands are already betting on the metaverse, and their participation generally falls on one of two tracks. The first is brand integration, like the user experience strategy Nike, Gucci, Hyundai or Chipotle have pursued on Roblox. Users can interact with the brand, hopefully developing an affinity of lasting duration that extends to the brand’s products in the physical world.

The second track is to create NFTs and associated content, placing assets in virtual storefronts or other digital venues and marketplaces. This strategy requires finding a way to create scarcity because virtual land and digital content like NFTs are valuable in proportion to their perceived authenticity and ability to generate demand that exceeds supply. As Scott Galloway observed “credible scarcity and authenticity will unlock real value in digital markets”.

So, the question remains: what is the value of a potential customer interacting with an avatar brand representative in your virtual apparel showroom? What’s the value of out-of-home signage for your virtual showroom if placed on a plot of land adjacent to Snoop Dogg’s virtual plot? How much will it cost to design and build a truly immersive virtual brand environment, and what’s the return on that investment?

The truth is, we just don’t know yet. It’s not a coincidence that most of the brands now active in the metaverse are there to drive awareness rather than conversions, at least so far. The metaverse may develop in unexpected ways, so for marketers who want to get their digital feet wet, now is a good time to watch closely, drop into some virtual worlds and interact with whoever is there now. Just like traveling to a new country in the physical world, take some time to observe with an open mind and respect the local customs of that corner of the metaverse. It’s complicated, but then again, isn’t any new world?

12 Ways To Capture Consumers’ Attention With A Back-To-School Campaign

As summer comes to a close and the new school year begins, back-to-school marketing campaigns are in full swing. From selling school supplies and college dorm furniture to promoting special deals on phones and travel, marketers work hard during this short but critical window of time to capture the attention of students and their parents.

Forbes Agency Council

To help marketers gain and retain the attention of this key demographic in the back-to-school season and beyond, 12 members of Forbes Agency Council share their best tips for advertisers and marketers who offer relevant products and services. Follow their advice to make your campaigns stand out from those of your competitors.

1. Leverage Influencers
There are many college- and school-focused creators, as well as parenting creators, who have the perfect audience, credibility and authority to promote products and services in that niche. Influencers bring amazing results because, for their audience, it feels like they are getting a recommendation from a friend. – Anastasia Cecchetto, Ace Influencers

2. Optimize Your Content And Messages
Creativity is the No. 1 variable in advertising performance. Optimizing your content and messaging to be aligned with back-to-school and the products and services you sell will drive the most relevant clicks. Brands need to ensure cross-channel content is aligned across media, email and the Web, and they need to start early enough to have 20 to 40 days of campaign messaging in the market to drive enough reach. – Tucker Matheson, Markacy

3. Incentivize UGC With Email And SMS Options
Email marketing and SMS marketing options incentivize students to share their own experiences with products and services; you can then use that user-generated content in campaigns to create more buzz around the product or service. Parents and students want an experience—create an option that provides both a financial incentive for the consumer and content for the brand. – Vix Reitano, Agency 6B

4. Utilize Social Media
Back-to-school is an overlooked retail opportunity, as it’s hard to get people focused on it until they’re actually in-store doing last-minute shopping. The real opportunity is online (with a focus on social media) using paid videos on Instagram and paid and organic opportunities on Pinterest, not to mention audio—by advertising to on-the-go parents who are streaming or listening to podcasts during afternoon drop-off and pickup. – Scott Harkey, OH Partners

5. Position Company Founders As Industry Experts
In public relations, position your brand’s founders and representatives as experts in the field of parenting, whether they are parents themselves or market to parents. Parents are looking for trustworthy and reliable brands that they can relate to. Also, it’s all about how you communicate your brand’s values and initiatives to the media. – Jessica Kopach, The JKO Agency

6. Highlight Convenience
Back-to-school shopping can be hectic. Leveraging new ad types can help push convenience messaging. For example, Google Shopping and local inventory ads have a new beta: pickup later. Advertisers can now enable pickup later in the attributes of their inventory feeds. Using this beta will help advertisers capture consumers’ attention while avoiding the back-to-school “rush hour.” – Donna Robinson, Collective Measures

7. Appeal To Consumers’ Emotions
Use visuals and content that appeal to emotions. Starting a new school year can be a stressful transition for both parents and students, so show why your offerings are the solution. Aim for content that is both visually appealing and informative. – Hannah Trivette, NUVEW Web Solutions

8. Begin As Soon As Possible
Start your back-to-school marketing campaign as early as possible, especially this year, as it’s the first school year for some kids to be back fully in person since 2020. Along with that comes excitement and retail demand. You can reach the students themselves through social media and use more traditional media outlets to reach the adults who are supporting their school transitions. – Jessica Hawthorne-Castro, Hawthorne LLC

9. Email A Promo Code To Existing Customers
For parents, your most cost-effective (and direct) approach is to email last year’s customers a back-to-school promo checkout code. For students, get their attention on all the biggest social media platforms, such as TikTok, Instagram and YouTube. Each of these methods will need different messaging and creative tones, but both lead to the same place: more back-to-school purchases! – Bernard May, National Positions

10. Incorporate The Latest Trends
Consider the latest trends and developments your customers care about and incorporate them into your marketing plan. Remember that people will spend more this year because more students are returning to full-time education, and including a hot trend will grab their attention. – Dmitrii Kustov, Regex SEO

11. Run TikTok Ads
We’re in unprecedented times. Our agency spent $100 last week on a test ad, which garnered 700 new followers in one day. ROI for website traffic is just as impressive. This is where students and parents alike are hanging out online. All ads need to be tailored to this 9:16 video experience. – Kelly Samuel, Snack Toronto

12. Highlight Price Comparisons
It’s all about the visuals and ensuring that your ads “stop the scroll” and your products are priced affordably. This year, parents are going to be looking for bargains and deals, so highlighting price comparisons will be key. – Dawn Sinkule, Digital Dawn

16 Approaches Brands Can Take To Boost Engagement On TikTok

TikTok is the platform of choice for younger generations in 2022, and its influence and reach is only growing. With nearly every social platform making a shift toward featuring more video content, TikTok already offers the most popular features and functions, not to mention legions of global users, making it a great channel for branding and marketing.

Forbes Agency Council

While some brands rely on highly produced and polished video content to reach their ideal customers, those with a penchant for down-to-earth production styles and a bit of creativity can help new prospects discover their offerings with a well-planned TikTok content strategy. Below, members of Forbes Agency Council share their best advice for brands that hope to connect and boost engagement with target audiences on TikTok to ensure they take the most effective approach with their short-form video content.

1. Get In On The Trends And Have Fun
You have to have fun on TikTok—that’s why everyone’s there. Get in on the trends, do TikTok challenges and create content around popular music to start getting views. Even if you think your brand’s not “fun” enough to do any of that, behind-the-scenes TikToks that feature staff do very well. Some companies have earned millions of followers this way, reaching a whole new audience of brand advocates. – Nicky Senyard, Fintel Connect

2. Distill Your Message Down To Its Core
TikTok is a platform where users have very short attention spans. Distill your message down to its core, and tell an interesting story. Then, build on it and post as often as possible to grow your following. Don’t get discouraged if growth is slow at first, as every account started with few or no followers. Remember, it’s a marathon, not a sprint. – David Kley, Web Design and Company

3. Use Hashtags To Follow TikTok Trends
Use hashtags as part of your marketing strategy on TikTok to follow trends. Follow TikTok trends regularly and be prepared to change your content to keep up with the latest crazes. However, remember that while you certainly need to follow trends, you shouldn’t forget about originality. – Dmitrii Kustov, Regex SEO

4. Grab Viewers’ Attention Quickly
Short video content should be fun, quick, engaging and quickly grab a viewer’s attention, especially since the attention spans of consumers have gotten shorter and shorter. You have one to three seconds to make a positive impression. – Jessica Hawthorne-Castro, Hawthorne LLC

5. Find Your Sweet Spot And Stick With It
Speak to your demographic, be real, find your sweet spot and stick with it. Don’t change your brand’s identity or values to gain followers just because you don’t see instant traction; change the way you speak and engage with your audience. Change the way you’re presenting and engaging and stick with it. Make it short, sweet and to the point, and always keep your audience wanting more. – Jessica Kopach, The JKO Agency

6. Keep Building Your List Of Ideas For Potential TikToks
Make sure that you create a long list of ideas about what you can film. TikTok thrives on consistency and frequency, yet I have seen many brands burn out quickly on ideas, then chalk it up to TikTok being a loser for them because their four videos didn’t land. Create a system to consistently come up with an endless list of ideas. – Christopher Tompkins, The Go! Agency

7. Create Fun, Engaging Content That Is Authentic To Your Brand
TikTok users want content that is fun and entertaining. Videos from brands should reflect this. Brands not only need to create content that is both original and engaging, but they also need to be authentic to their own brand culture and values. Identify a brand archetype (such as a jester), then deliver content aligned with the spirit and consistency of that brand archetype. – Katie Schibler Conn, KSA Marketing

8. Have A Strong Hook And Create An Open Loop
Have a strong hook and create an open loop so that you increase the odds of users sticking around for the whole video. When creating your content, three effective video approaches/topics that will increase watch time and shares are videos that break common beliefs, give people an aha!/lightbulb moment or share an inspirational story. As a result, TikTok will view you as an asset if you keep people watching. – Callum Roche, Roche Marketing Group

9. Test And Learn; Rinse And Repeat
Test and learn. Test and learn. Rinse and repeat. By noticing what works, you will learn what the best messaging and format are for the future. Also, note what’s not generating engagement or eyeballs, and do less of that. TikTok can be like a daily focus group for each piece of content you post, with audience members who will vote with their eyeballs and engagement. Pay attention and improve each day! – Nancy Marshall, Marshall Communications

10. Use TikTok’s Unique Elements To Maximize Reach
Use the elements that make TikTok unique to maximize your reach. For example, using audio clips that have already gone viral is a great way to get extra views. Remember that Gen-Z increasingly turns to TikTok for news and information, so another winning tactic for brands is to use the platform to educate consumers about their product with either behind-the-scenes footage or informational videos. – Danielle Wiley, Sway Group

11. Tell A Story And Post Often
In many ways, classic advertising offers the best TikTok advice: Tell a story and post often. Personal stories give a product or service a “face” and a human story, making it easier for audiences to connect with it through a screen. But tell a story to one person—don’t make a viewer feel as if they are part of a massive group. Then, post often. Successful TikTok accounts often post two or three times a day. – Lon Otremba, Bidtellect

12. Leverage Interactive Elements To Get Viewers Engaged
Ask a question for viewers to answer in the comments or by creating their own videos in response. TikTok works especially well when you create your own trends and challenges for others to perform on their own. For instance, create a sound for others to use in their videos to mimic yours. As a result, you’ll create a network. – Hannah Trivette, NUVEW Web Solutions

13. Do Your Research And Focus On Solutions And Inspiration
Understand what your audience is interested in and how your brand can align to that. It’s important to offer content that isn’t sales-focused but instead focuses on how your brand’s service or product solves a problem or inspires. Putting these elements together is a winning combination to boost engagement on TikTok. – Donna Robinson, Collective Measures

14. Don’t Try To Make Your TikToks ‘Too Perfect’
Show the real appeal of your company and who you really are in each of your videos. That kind of authenticity is not only perfect for TikTok, but it can also create the kind of emotional connection that turns viewers into repeat customers. – Danny Star, Website Depot

15. Give Your Audiences Something To Engage With
Can your audience do a duet with your content, click a link or (at the very least) consider your message? Your audience needs to have an actual reason to engage with the content. Start testing text overlays, posing questions and tagging people directly if you are responding to a question. This shows that you are paying attention to what your audience is saying. – Bernard May, National Positions

16. Be Real And Authentic
TikTok isn’t about a movie-quality production with amazing lighting and a professional score. It is about taking a video on your phone with some backlighting, getting your info out quickly and being entertaining. It doesn’t matter if you are participating in a trend or trying to sell something to the public; people won’t like it if you’re fake. – Jason Hall, FiveChannels Marketing

How To Use Behavioral Targeting Without Third-Party Data

Behavioral targeting uses information about Web users to ensure ads are shown to the right consumers at the right time. With rules about third-party cookies changing dramatically and a growing emphasis on user privacy, the entire game has shifted for marketers, who can no longer rely on data provided by outside companies that have no direct relationship with their target audience.

Forbes Agency Council

Below, members of Forbes Agency Council weigh in on the question that’s on every marketer’s mind now: Without access to a key source of information they’ve long depended upon to inform their marketing strategies, what is the best compliant, non-creepy way for brands to create truly personalized experiences for prospects using behavioral targeting?

1. Leverage Opportunities To Gather Zero- And First-Party Data
Usage of zero- and first-party data is only going to increase. Pre-customer, first-party data opportunities such as newsletters or gated content can build cohorts of prospects who have engaged at certain stages. Marketing can take them to personalized experiences to advance the journey, and tools such as Google Optimize can help dynamically personalize page content based on a user’s remarketing status. – Brian Walker, Statwax

2. Don’t Use Data Gathered Via Microphone
Limit the use of apps that use microphones to gather user data. Ads that use interested search data and browser history will come off as less creepy than ads using information picked up from apps that capture what the consumer is saying when their microphone is turned on. – Spencer Hadelman, Advantage Marketing

3. Use Keywords To Target Content Viewers With Contextual Ads
The future of targeting users without cookies will consist of targeting keywords through contextual-based advertising. Contextual ads are based on the content you are looking for instead of the actual user behaviors. For example, a beer company can target users viewing content on ESPN.com contextually because that demographic is more likely to enjoy beers while watching their favorite sports team. – Michelle Abdow, Market Mentors, LLC

4. Segment Landing Pages To Target Distinct Audience Lists
Audience list targeting can help to a great extent. Segment your landing pages so that each page attracts a distinct audience group. Create different audience lists for different landing pages and work on populating them. Once they are ready, target these lists with interest-specific marketing messages and calls to action for audiences in different phases of the funnel and different interest zones. – Ajay Prasad, GMR Web Team

5. Talk To Your Target Audience In Person
Actually meeting and talking to your target audience is so essential. Attending events and trade shows is the best way to do this and a great organic way to do some market research. Networking is so essential to get to know your demographics! Think behind the suits: Are they parents? Are they foodies? Are they single? A lot of the information you’re looking for cannot always be found online. – Jessica Kopach, The JKO Agency

6. Click On The Profiles Of Your Social Media Audience
Start taking a look through your social media audience and click on their profiles to review what they are posting and commenting about. This is you taking an honest interest in your audience, and what you may find in 30 minutes of clicking and scrolling could level up your campaign. – Christopher Tompkins, The Go! Agency

7. Transparently Connect With Consumers On The Front End
Transparency about how we intend to manage or use information is the key to navigating this continually changing privacy landscape. Consumers want to have a say in how their information is being gathered and used; we can connect with our consumers on the front end instead of depending on back-end data to inform us of their needs and wants. – Russ Williams, Archer Malmo

8. Use Offline Conversion Tracking To Enrich Paid Media Campaigns
Using offline conversion tracking to enrich your paid media campaigns involves taking (converted) customer data from your CRM and essentially reinjecting this information back into your ads platform, such as Google Ads. This allows Google’s remarketing artificial intelligence to function that much better. However, you are only using the customer information that has already come to you voluntarily and ethically. – Bernard May, National Positions

9. Use Post-Purchase Surveys To Segment And Tag Customer Profiles
Post-purchase surveys work well to understand the customer profile. Through surveys, brands can connect with customers on the things that matter most to them and structure their messaging around those interests. Most email and SMS platforms will allow customer profiles to be tagged for deep message segmentation, and interests can be used for creative segmentation in paid media. – Justin Buckley, ATTN Agency

10. Map Out Remarketing Campaign Creatives By Buyer’s Stage
Having a well-mapped-out remarketing campaign is a great way to emphasize your message and provide a compliant, personalized experience. Showcasing different remarketing creatives, depending on where prospects are in the customer buying journey, can be very effective to share information about what you’re selling to them. – Adrian Falk, Believe Advertising & PR

11. Segment Based On Trends In Audience Interests
Brands can give consumers a personalized experience through general audience segmentation based on trends in their interests from a variety of brands that meet the criteria. An example of targeting that is potentially too invasive is if you’re talking about running shoes around voice search devices, such as your Alexa or Siri, and suddenly you’re served ads for running shoes without ever having done a browser search for one. – Jessica Hawthorne-Castro, Hawthorne LLC

12. Restrategize Using Data Collected By Your Web Analytics Tools
Behavioral data is collected using your company’s Web analytics tools, cookies, customers’ browsing history and IP addresses. Cookies will soon disappear, so it’s time to consider a different strategy. Fortunately, you have the data collected by your company’s Web analytics tools. In addition, you can consider targeted email campaigns or reviving traditional questionnaires. – Dmitrii Kustov, Regex SEO

15 Key Elements Of A Memorable And Compelling Executive Speech

Every time executives speak publicly, they communicate a lot—not only about themselves, but also their organization. To ensure that their message has the desired impact on the audience, preparing in advance can help them deliver an effective and compelling talk or presentation.

Some executive speeches are given internally, and others are developed for external audiences. Likewise, some will be scheduled far in advance, while others happen with less notice and are more spontaneous affairs. Regardless of the timing or venue, the methods used to prepare for a memorable executive speech and approaches to audience engagement will vary depending on the goal of the talk. Here, members of Forbes Agency Council share elements executive speeches require to strike just the right chord with the audience.

Forbes Agency Council

1. Goals Articulated In A Concise, Aspirational Way
I had the pleasure of hearing one of my client’s CEOs speak to the company’s senior leadership last week, and he was great! He clearly articulated the goals, culture and milestones he wanted to hit in a concise, aspirational way. I came away reflecting on how I can learn from him. – Brook Shepard, Mason Interactive

2. A Combination Of Insight, Emotion And A Clear Message
The most memorable speeches by executives contain a combination of insight, emotion and a clear message. Individually, none of these particularly drive an address to be remarkable. But when combined, insight becomes more than shared data and experience, emotion extends beyond raw passion for the subject matter, and a clear message becomes a rallying point that is relatable and understandable. – Jonathan Schwartz, Bullseye Strategy

3. Personal Anecdotes Woven Throughout
A speech becomes more memorable and meaningful when there are personal anecdotes woven throughout—whether they’re about how an item being discussed affected the speaker personally or the hopes and ambitions surrounding the goals discussed in the speech. – Jessica Hawthorne-Castro, Hawthorne LLC

4. Emotional Connections And A Logical Resonance
A speech should help audiences connect emotionally and should resonate with them in a logical way. In order to achieve that, you have to understand your audience and their expectations really well. There are many other ways to connect with the audience, but the one that sticks has to make sense emotionally and logically. – Kamaljit Singh, AMZ One Step

5. Relatability With The Audience
Pathos is key. To paraphrase Maya Angelou, “People will forget what you said, but they will never forget how you made them feel.” Relating your message to your audience’s experiences and emotions is central to a speech that resonates. – Heather Kelly, Next PR

6. Expert Blending Of Personal And Professional Identities
The best executive speeches are able to blend personal, relatable anecdotes seamlessly with the themes and takeaways of the presentation. While that may sound simple in theory, in practice it requires deep understanding of an audience, consideration of conclusions and, often, the expert blending of both professional and personal identities. – Chris Martin, FlexMR

7. Connectivity, Honesty, Excitement And Wisdom
When it comes to striking the right chord with an audience, it’s all about connectivity and honesty. You need to remember that you’re speaking to a human audience—so your speech needs to be personal, unexpected and relatable. People don’t want to hear corporate content or whitewashed company statements; they want excitement, wisdom and an admirable speaker. – Lars Lehne, Incubeta

8. No Fear About Showing Vulnerability
I’ve heard many powerful speakers over the years, but I think the ones who are the most memorable are those who are not afraid to show their vulnerability. When people share personal stories as a way of teaching others, it creates a sense of authenticity. The audience can relate to them more on a personal level. – Jason Hennessey, Hennessey Digital

9. A Relatable Personal Story To Start (And End) With
My favorite speeches start with a story that is told in a relatable and personal way, which ties into the theme or a key point of the speech. Select one memorable image that encapsulates the story. From that story, the executive can segue into the key points of their speech and end by revisiting the starting story/image. – Wendy Covey, TREW Marketing

10. Big Energy
The most well-constructed and brilliant speech will fall flat if it is not delivered with passion and energy. We’ve all been at a speech given by someone you had high expectations of, but their low energy and disinterest left your mind wandering away from their rich content. Make the audience “feel” the story and be a part of it. Then, they will remember your message above all else. – Jim Heininger, Dixon|James & Rebranding Experts

11. Resonating Content That Grabs Attention Within Ten Seconds
You have ten seconds to get your audience’s attention and keep them from looking at their phone. Once you have their attention, the fastest way to lose them is by including anything that does not resonate with them. We care most about the things that impact us directly, so make your speech relatable to the widest possible audience. – Justin Buckley, ATTN Agency

12. One Thought-Provoking Idea Or Question
I have always enjoyed speeches that leave you with what I call a “plus one.” These kinds of speeches have a purpose, and that’s to leave you with one idea or question that keeps you thinking. – Mary Ann O’Brien, OBI Creative

13. Stickiness
One of the most important elements of a good speech is stickiness, as it means that the audience is going to remember the speech. That stickiness needs to come from the history of what the person speaking has done in the past. When you have this information, you will have a great story and a memorable speech. – Jon James, Ignited Results

14. An Element Of Surprise And Delight
Having an element of surprise and delight is essential. With speeches, the audience will often lose focus quickly. The presentation needs to be interactive with the audience so that the take-home messages can be quickly absorbed. There’s nothing worse than a PowerPoint presentation in a small font with no images and nothing to differentiate it. Mix things up a bit, and you’ll be pleasantly surprised. – Adrian Falk, Believe Advertising & PR

15. Inspiration And Motivation
An executive speech should be inspiring and motivational, not just a lot of great words about nothing without any specifics. You have to straddle the border between being pretentious and dryly enumerating what has been done or should be done. Also, try to build each presentation around a particular idea. – Dmitrii Kustov, Regex SEO