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The Bainbridge-Decatur County Chamber of Commerce held one of its Lunch and Learn sessions last Thursday at the Kirbo Center. The main speaker was Summerhill Creative’s Jeff Lovett, with the main topic of discussion being using storytelling for effective marketing.
Lovett recalled his 50 years of experience in advertising and marketing, as well as writing. “A great story is one that causes people to change after they hear it,” he said. “In marketing, that is our ultimate goal, to get people to change, after they hear our story.”
He presented an advertisement from Chevrolet to demonstrate how companies use storytelling, all while going over the fundamental concepts of stories and engaging in story-telling exercises with attendees.
Lovett also discussed the importance of making a lasting, memorable impact on viewers and potential customers.
“Every night, when we go to sleep, we experience what’s called ‘dissociative amnesia’,” he explained. “That means things that are not important to us, we completely forget. We can remember greatly embedded things, like our childhood telephone number, but I can’t remember hardly a single ad that I saw yesterday because my brain determines that it’s not that important… and what we’re trying to do is keep people from wiping out what we’ve said to them.”