Story Marketing Drives Engagement
On April 8, 2011, Blake Mycoskie, founder of TOMS shoes, did something radical. He asked everyone to go barefoot for a day. One Day Without Shoes is now a yearly campaign educating the world on how many children grow up barefoot, which puts those children at risk of infection and diseases. TOMS donates one pair of shoes to a child in need for every pair sold. The company took this model a step further. TOMS then began to give a pair of shoes to a child in need for every photo of bare feet tagged on Instagram. The campaign ended up pledging 296,243 pairs of shoes for children in developing countries due to the Instagram campaign.
Mycoskie understands the power of a good story. He makes customers part of the narrative and allowed TOMS to make a greater difference with a visual story social media campaign. Their story gave its followers a big voice. This is why it’s critical to the mission that organizations take the time to develop their approach to storytelling. It is a method that will resonate with your audience and generate long-term success, growth, and influence for your organization. Storytelling is a method that has been proven time and time again.
The Relationship between Storytelling and Marketing
Think about ways storytelling and marketing go hand-in-hand. A story (like this one) is meant to capture your audience’s attention. Consumers are overwhelmed with advertising overload. Most traditional — unplanned — advertising campaigns are unsuccessful because of the lack of connection with customers or clients. Marketers pour thousands if not millions of dollars into campaigns that get ignored or overlooked. People see ads everywhere and it’s mostly due to marketers constantly competing for attention. Marketing through storytelling goes beyond traditional marketing tactics and has an advantage of having bigger goals than just a simple sale. Don’t let your brand get buried under mass spammy advertising. Allow your story to make you and your organization stand out!
You Have A Story To Tell
Every brand, every company, and every person has a story to tell. A story campaign is a very effective way to share your message and engage with your audience. I will get into the practical ways in which you can start storytelling in a later video, but I want you to understand that it is a very natural thing. We are natural storytellers whether we realize it or not. More often than not, we don’t realize that we’re doing it! Don’t overthink it.
You don’t have to give away thousands of shoes to tell your story. Get creative! How can you start being creative and tell compelling stories that will generate the engagement of your audience online?