…children gathered around a circle to listen to the stories of the elders, stories that would teach them all the knowledge learned and accumulated by generations past. Storytelling was then the only way of communicating information in a memorable and persuasive way.
Much has changed in the way of communication since then, or has it?
Storytelling is a secret weapon of all successful marketers because it allows you to connect with your audience on an emotional and personal level. An effective marketing story will communicate the features and benefits of a product (or service) within a scenario that is relevant and significant to your target’s lifestyle and values.
One of my favorite marketing campaigns perfectly demonstrated the power of storytelling; the MasterCard Priceless campaign. I am sure you remember a “priceless” scenario that caught your attention and touched you at a deeper level-either with humor, inspiration or aspiration. Was it the one about baking lasagna from scratch?
Lasagna noodles, ground beef, sauce, cheese: $47
(picture of a box of frozen lasagna)
a backup plan: priceless
Or the one about a small business to call your own?
Business suit: none
Office cubicle: none
Corporate ladders to climb: none
A small business to call your own: priceless
People remember stories that touch them. More importantly, people love to share stories and that is where we can leverage Social Media…
Get your customers to send you the story of how they personally interact with your brand, how your service or product has improved their life or solved their problem…Engagement is the new marketing metrics, as per Forrester, it incorporates: Involvement, Interaction, Intimacy, and Influence.
Are you connecting with your customers? How are you engaging them?
6. April 2009 at 03:19
Alexandra;
Your article is right on target. My husband and I own a Winery and Wine Tasting Room in historic Old Town, San Diego. People have told us that they love to come in our place because it is comfortable…and the stories that we tell…about our wines…our horses…about favorite customers…and tales about San Diego history. We create a connection with our customers, and they come back for more. Any shop can serve good wine…but it’s the comraderie and story telling that brings our customers back again!
Thanks for sharing!
Tammy Rimes
Hacienda de las Rosas Winery
www.haciendawinery.com
6. April 2009 at 03:20
Alexandra,
I really enjoyed your discussion on story telling. As an interior designer I enjoy telling the story of how as a girl I would start to play Barbies and set up the entire Barbie home with furnishings, homemade bedding, tableware (upside down toothpaste caps made great glasses!) and then when the home was fully furnished I would consider my job done. Forget the clothes, shoes, cars, Ken and all the rest!!
Carol Vandervelden, CID
Owner, Vandervelden Design