The talk highlighted several key strategies for marketers looking to cut through the noise and connect more effectively with their audiences.
A major theme was the power of creative collaboration. Matt Eamer explained how strategic partnerships with corporate supporters, suppliers, or other collaborators can unlock valuable access to new skills, tools, and platforms. He gave an example of a cancer charity working with the beauty industry, a collaboration that gave both parties access to new audiences and increased exposure while remaining aligned with the charity's core mission.
Matt also introduced the concept of “storyselling” – moving beyond traditional storytelling to craft narratives with a clear ‘ask’ and a strong emotional hook designed to move audiences to action. He encouraged co-creation, inviting supporters and beneficiaries to help shape and share stories, making the content more authentic and relatable.
The session also addressed the role of Artificial Intelligence, with Matt positioning AI as a helpful "creative sidekick" for time-strapped teams. While it can assist with generating first drafts and repurposing content, he emphasised that the human touch remains paramount. AI should support strategy, not replace it, with strong creative direction always coming from people who understand the mission and the audience.
Finally, the talk underscored the importance of a "strategy first" approach. Matt encouraged organisations to be audience-led, taking the time to understand who they are speaking to and shaping communications around them. He shared the idea of a marketing “flywheel”—a continuous cycle of listening, learning, and responding to keep audiences engaged. The goal is not about being everywhere, but about being effective where it matters most.
The session concluded with a reminder that creative impact is about purposeful, thoughtful communication that connects with real people and moves them to care, share, and act. Matt also provided attendees with helpful follow-up resources, including practical templates and video explainers, to help them apply these creative strategies to their work. Contact Matt if you'd like access to these resources to: email matt@meandyou.co.uk
