Storytelling: The Key to a Successful Marketing Strategy
Even if you’re not a marketing guru, you’ve probably noticed that major brands all have characters — Flo, Mayhem, and the various mascots of Geico — that feature prominently in both print and digital advertising. Commercials are an especially powerful vehicle now that many of them have become very short films featuring these characters. You’ve probably also noticed the story-driven Super Bowl shorts, the confessional/testimonial approach to social media advertising, and the rise of influencer marketing.
All of these approaches revolve around storytelling, which is nothing new in advertising, but recently has taken on a decidedly narrative-driven vibe. However, storytelling doesn’t have to rely upon either cinematic or reality-TV devices to work. The story itself is key — and you can tell your story in a way that empowers your marketing efforts.
The Power of Story
People respond well to stories because it allows them to reflect upon their experiences and import meaning to their memories. If you’ve ever exclaimed, “That happened to me!”, you’ve experienced this effect. Indeed, we get an oxytocin boost when hearing stories, which helps form a positive association with the source. If that source is a brand, it will resonate strongly with you when you hear about the brand again.
