Thursday, 1 November 2012

Storytelling for business - who would have thought!

You all know I like a good story. It's about the shared experience.

Amazingly in this tecnological age, storytelling is making a comeback. Technology is allowing us to share stories in so many ways: video, audio, mp3, pintrest, youtube, animoto etc etc etc.

In business, storytelling is keeping customers engaged. Interested in our company, our products, our services, our developments. The power of this connection lays in the customer seeking out more about us!

When it comes to brands and marketing, the application of story now needs to go beyond the traditional and ubiquitous tool of brand story; rather, it’s about engaging consumers in a brand’s stories and using the construct of stories and storytelling to create powerful connections. While the transition to digital media drove a focus toward content, today with ever more social tools and communication media, there’s a need for cohesive and meaningful connections in a marketing world that is now labeled “always on,” demanding more of brand communication. This is where story comes into play.

Kathy Oneto is vice president of brand strategy at Anthem Worldwide and has great insight on the subject.
"Why stories? It seems we’re all catching on to their effectiveness in connecting with people. When information is communicated in story form, we seem to remember it better and be affected by it more deeply. Brands are telling these stories across a number of different mediums--from packaging to video to visual and verbal content."
 Some tips on storytelling can be found from research consultancy Latitude, which recently released part one of its study, “The Future of Storytelling,” which identifies trends and audience attitudes about content. The tips Latitude provides on telling stories are the following:

1. IMMERSION  - Create an immersive experience through content that is delivered in multi-media and that is multi-sensory;
2. INTERACTIVITY  - Allow the consumer to become a part of it;
3. INTEGRATION  - Ensure there is coherence across the many touchpoints; and
4. IMPACT  - Make it lead to action
"Again, the difference today for marketers is twofold--storytelling is not an internal exercise alone; rather, it is an exercise that should engage the consumer. Brand stories need to now live day to day with the engagement of consumers to create strong, long-lasting bonds across all touchpoints, from packaging to video to visual and verbal content. Such a requirement transforms how marketers need to think about their role. It becomes less about directing and more about curating a brand and consumer journey."

Read Kathy's article and share your thoughts on how you might employ a story to ignite interest in your business, product or service.


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