When we try to decipher what customers are looking for, we face a big surprise: they are no longer just looking for ordinary ads and advertisements, but are becoming more and more demanding, forcing us to innovate new “seduction” techniques. This is where storytelling comes in…
the Tell stories is not new, but has a long history. This technique is used to tell stories that aspire to convey the values of the company and what it can bring to its customers.
Although this tool is widely used and has proven to be very effective, today it is no longer enough. It’s time to move on here.
Storydoing: a further development of storytelling
Storydoing arose out of customers’ need not only to listen to stories, but to be part of them, andhumanize the customer-company relationship.
The new challenge is now to involve the customer in these stories, to know their desires and, with their experiences, to make them the protagonists of this real story and not just a fiction.
Because of this, companies are starting to use this tool as part of their marketing strategy to improve that customer loyalty.
What are the benefits of story doing?
Through this tool we obtain decisive advantages over other marketing techniques, among which we can highlight:
- By involving people, we achieve something better connection with customers and thus to a better one return message. The public interacts with the company and a closer bond is formed, leading to greater loyalty.
- creation of a community connected about our work, who talks about it in the networks and recommends us. This enables us to achieve a greater presence in social networks, e.g greater prestigea bigger one credibility and undoubtedly a plus great virality.
- cost reductionbecause it is the customers themselves who share our stories and who will do a large part of the dissemination of our campaigns.
What you should consider in your story-doing strategy
Of course, as with any marketing strategy, its implementation must take into account certain aspects in order not to fail, and some of them are the following:
Set a goal
It’s important to be clear about what we’re trying to convey about our products in order to design a campaign accordingly. Know what you want to communicate.
Know the needs and wants of potential customers. To do this, it is necessary to study social networks and how users interact with them. This way we can create a story that will generate interest and we will be less likely to fail.
We must not lose sight of what we want to create on the other side. For example: joy, nostalgia, adrenaline, among others. It’s important to make it clear what you want users to do with that story. Knowing these goals helps us define the type of campaign we should run.
Identify the design
We must not neglect this topic because we need the public to identify the campaign with our brand. That’s why it’s important to define the details to be included in the campaign, such as logos, colors, and phrases.
Some pioneering brands in storydoing
We are used to special offers from Coke where user interaction is required and where the emphasis is on family, friendship and sharing, making these values a hallmark.
red bull is another story-doing classic with its campaigns to lure young people into risky sports. It is known for its skydivers who jump from the stratosphere to earth, with a live worldwide following on social media.
The video here.
The brand of pens BIC also launched a well-known campaign offering pens to customers to draw their own currency for purchase.
And let’s not forget Applewhich is always at the forefront when it comes to connecting with audiences and building fans and brand advocates.
With technological advances and the digitization of operational processes customer needs and requirements in terms of new sensations are constantly growing. It’s no longer enough to tell them a great story someone else wrote.
In this context, story-doing becomes a promising tool. Customers are those who buy, choose and pay, and therefore want be part of these stories.
In the future, more and more companies, not just the largest, but every type of company, will be able to use these tools. This is because of its great value as marketing strategy coupled with good accessibility, since it is an investment that can be adjusted according to needs, accessible and requires just a little imagination and innovation to achieve.
About the author
Luciana Sanchez : Member of the Habitium.fr and Materialesdefabrica.com team