Ifyou are looking for a solution without coding, you can embed story maps inside story maps, so perhaps embedding a Map Series or Map Journal app inside another Map Series app might get you the experience you are after. See this blog for more information on how to do this:
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thanks for your answer. I am using this extension as well and as you supposed, this menu is not visible in the sheets. But it is visible, when I open the app overview. It is shown as in the png file I posted before.
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Stories build trust, they build empathy. Neuroscientists found that when listening to a well-told story, the exact same areas of the brain light up on an MRI in both the storyteller and listener. Your brain, as the listener, mirrors the brain of the storyteller.
I draw a lot of this from his talk, which is one of the best I've seen on the fundamentals of stories. I'll dive into the key parts below, but definitely check out the talk as it has an abundance of ideas and insights.
Knowing your audience helps you craft a better story. It helps you build in that unscratchable itch and promise (more on these below). It helps you craft the most compelling story before you even craft it.
Different stories fit different audiences in different ways. For example, I am a dog lover. You tell me a story about a dog, I'm interested. If it is a story about a cat, it better be an earth-shattering & compelling story to keep my interest.
We've talked about this in the past, but there are many ways that our clients & prospects tell us exactly what they want. You can check out their company blog for news on product launches or initiatives. You can check out the ads they are running on Facebook and Instagram to see what messages they are willing to pay money to get to their customers.
Before you can tell a compelling story to your brand, you have to understand their needs. Before you can even start crafting the story, do the research. It will help you tell a story that connects with your audience.
He talks about in his character creation process that every great character has an unscratchable itch. A passion or a mission that seemingly is just out of reach that they are obsessed with solving. In Toy Story, Woody wants to be liked and the top toy. In Wall-E, the little robot is looking for connection and friendship.
Every brand prospect has that unscratchable itch we can craft our stories around. It will help pull them in. More than pull them in, it will show that you care about their goals. It will make your story their story. The focus then becomes their goals and not the assets you are looking to sell.
This may be the most important part of the storytelling process. This sets up everything we need to help draw them in and get them hooked. It may take a lot of research, it may take a few comp tickets to get them out to the game and chat with them...but they all have an unscratchable itch in their business.
In the video, Andrew calls this the "make me a promise" section. Every great story pulls its audience in with a promise that they hope you fulfill throughout the narrative. Sometimes the promise is as simple as "Once upon a time". It pulls us in, begging us to learn more.
For example, if a car partner's unscratchable itch is to regain top market share in the city your promise should revolve around this. Maybe it's; "What if I told you we can help you get back to #1 through the power of fan affinity and love for our team mixed with calculated retargeting to drive purchases?"
And really, you are crafting the story of the fan journey. How will you get your fans to eventually get to the partner's unscratchable itch? What is the journey to that goal? What is the cadence? What steps will they have to take to get there?
Some journeys are short, like a QSR partner's story may be. Most of the time, the goal is a fast purchase...but we want them coming back multiple times in the season to make many purchases at the location.
Many times, it's because we are looking to reach a sales goal. But we cannot just throw in assets because we have them. Every asset has a role in completing the story. If the stories we tell have bad assets in them, we'll get called out.
On the flip side, if an asset that the sponsor thought wasn't important fits well into the story...then we have the opportunity to craft it into the story. This makes it so the sponsor could see it in a new light with newfound value.
There are many assets that we sell in sponsorship that simply aren't effective in the modern world of advertising. We sell them because they are legacy remnants from a time that is no longer relevant in effectively reaching customers.
As we craft these stories for the fan journey, if an asset continues to not fit into the stories we create, you have to have a real (and sometimes hard) conversation with yourself and your team as to whether you should still be selling it.
If there is little reason to add them (they don't fit into the story) it quickly turns the meeting from "they want to help me" to "they want to sell to me" in the mind of your prospect. It instantly turns the meeting into a transactional one.
If assets like rink boards don't fit most of the stories you are crafting for sponsors, you need to cut them. I know that sounds crazy, but it will hurt more than help you, in the long run, to continue to jam them down your sponsor's throat if it doesn't have a key place in their story.
Let's say the mission is car sales for a sponsor. Most of the time one sign, activation, or sponsored tweet doesn't sell the car. We need to condition the fan to have that brand top of mind with awareness assets mixed with leads generated.
When a sponsor asks "how did the scoreboard read perform in this asset toward our goal?" you have an answer because you are tracking each tactic and milestone. If X amount of fans saw the scoreboard read, which led to Y amount of fans going to the next step in the fan journey...you can justify the purchase of that scoreboard read asset.
By turning your package into a story, you are giving relevance to each asset. You are giving a "why" to those assets. They now are vital to the investment and can't be cut next season or during renewals.
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