Bringing New Marketing Concepts to Life: Lessons from the Boardroom and Beyond

StoryTelling to Sell Through New Marketing Concepts

Yesterday, during a launch meeting with a client, the topic of how to bring to life a new marketing concept (like a new brand proposal) that engages a wide, diverse audience came up.

Building consensus around new marketing concepts with a diverse audience is no small task. Whether presenting to an executive team or aligning cross-functional departments, success depends on more than just solid ideas. It’s about how those ideas are brought to life and resonate rationally and emotionally. Ideas we discussed included such creative methods as vision boards, mind maps and immersive storytelling to transform abstract concepts into compelling narratives.

After our discussion, I have been reflecting on a similar issue I faced at Holt Renfrew.  The challenge posed by the President was to identify (and segment) Holt’s core customers to the organization that would drive systematic change. Partnering with the creative director, we faced the challenge of introducing a new customer segmentation model that would fundamentally reshape store operations, merchandising, and marketing strategies. Rather than relying on traditional methods—like static data slides or written reports—we chose a more dynamic approach to tell the story of our consumer segments.

Holt Renfrew's Toronto flagship store

Building "Living" Personas

We developed three distinct consumer families with names, personalities, and visual representations. These personas were brought to life by answering questions such as:

 Where do they live?

 What car do they drive?

 What coffee do they drink?

Where do they vacation?

What other brands to the seek out?

What are the favourite restaurants, movie, etc

But we didn’t stop there. To make these personas truly tangible, we:

• Created a Video Narrative that showcased the daily lives of these consumer families, allowing stakeholders to see their world through a relatable lens.

• Hired Actors to Role-Play Segments: These actors brought the personas to life in an engaging and memorable way.

• Incorporated Hard Data: While the presentation leaned heavily on creative elements, every insight was grounded in robust data, adding credibility to the narratives.

The result?

The new segmentation model didn’t just resonate; it reshaped how the company approached store layouts, displays, and services. Marketing and advertising strategies aligned more seamlessly with real customer behaviours. Importantly, the way we presented the concepts—through immersive storytelling—sparked company-wide buy-in that a slide deck alone could never have achieved.

Best Practices for Presenting New Marketing Concepts

Looking back, there are a few best practices I’ve found invaluable for communicating ideas effectively to diverse teams:

•  Use Vision Boards: Vision boards are simple but powerful tools for visually conveying ideas. They can map out brand aesthetics, tone, and messaging in a way that appeals to creative and analytical minds alike.

•  Leverage Mind Maps: These are particularly effective for brainstorming sessions, helping stakeholders see the interconnectedness of ideas and facilitating alignment around core concepts.

•  Incorporate Immersive Storytelling. Whether through video, role-play, or interactive experiences, stories create an emotional connection and make abstract ideas more tangible.

 Create Tangible Mock-ups: Prototypes, sample campaigns, or even physical setups can give stakeholders a clear picture of how concepts will play out in the real world.

Host Interactive Workshops. Instead of passively presenting ideas, involve stakeholders in co-creation. This not only builds buy-in but also leverages diverse perspectives to refine the concept.

Pushing the Boundaries of Presentation

Visual and experiential approaches aren’t just for customer segmentation—they can elevate any marketing concept. Here are a few additional techniques to consider:

• Augmented Reality (AR) Demos: Bring ideas to life with AR experiences, allowing stakeholders to explore new concepts in a virtual environment.

• Scenario Simulations: Create "what-if" scenarios that showcase the potential impact of a marketing concept under different conditions.

• Gamification: Turn presentations into interactive games to keep teams engaged and invested.

The common thread is that these methods prioritize engagement, creativity, and clarity, ensuring the message resonates with diverse audiences.

Over to You: What Works for You?

I’d love to hear from you—what creative approaches have you used to present new marketing concepts to a diverse team? Whether it’s a technique you’ve refined over the years or an innovative idea you’re excited to try, share your thoughts in the comments below. Let’s keep the conversation going!