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Presenting StoryTelling: A Different Way of Marketing

Tell me a fact and I will learn it. Tell me a truth and I will believe it. But tell me a story and you will live forever in my heart.” The hindu proverb connects the topic which we will try in this Edition: StoryTelling.

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Every product that reaches the market has something special that captivates the senses of the consumer. Every business has a target and all mark a story to tell. However, that story is not known because it remains in a chest with lock.

When this hidden history can get out to the public, you can set a very important difference between a current product and a suggestive product, one brand name and a brand with meaning. In fact, a well-told story generates a powerful relationship with the consumer that goes far beyond the simple “benefits”.

Storytelling is an ancient custom, a form of transmission of knowledge that has been present in the narrations, the stories of peoples, in the songs of Minstrels, in the paintings of the caves.

This narrative form, designed for children’s audiences, became a key technique of modern marketing in the late 1990s, getting out of the trunk… forgotten is what is now known as StoryTelling.

Success or Failure? It Depends on The Mentality

Applied to marketing is a special way to tell a story related to the company, which captures the attention of the people and binds them emotionally with the brand. The strategy aims that these stories don’t talk about features or advantages products who want to sell us.

Experts who handle the technical look for these stories are developed in a special way that signal to the receiver, getting to us that, on its own initiative, we easily remember the brand or the company.

Stories of wars, conquests, discoveries, the lives of great men, beginning with Homer, passing by Aristotle, Jesus, Leonardo Da Vinci, Isaac Newton, until Nelson Mandela and Steve Jobs, have been present in the life of human beings and continue to captivate your attention as hundreds of years ago. Marketing, advertising and communications have taken good note of it to reinvent itself.

The application of the technical search companies, through its brands, made in the content of the narrative to create emotional connection with the audience, activity that spreads through any means of entertainment. That combination of the brand with the consumer awareness achieved positive associations that impact sales.

Benefits of the StoryTelling as the narrative technique of brand storytelling around businesses and brands can demonstrate simple stories generate confidence, capture the attention and are easy to remember.

Benefits include:

A. Encourages people to reflect.
B. Gets the person to think about what is really important in life.
C. Persuades through emotion and empathy.
D. Teaches and educates through morals.

From the point of view of modern marketing, the application of the StoryTelling serves to:

A. Deploy strategic plans.
B. Strengthen brand identity.
C. Addressing innovation processes.
D. Train commercial high performance teams.
E. Establish a narrative style that is unique to the brand.
F. Implement an ideology in the organization.
G. Socializing processes of change.
H. Mobilize the stakeholders.
I. Designing communication platforms transmedia.
J. Align what you think with what he feels, says and does the organization.

Difference of the StoryTelling with other communication applications

Difference of traditional advertising or other communication actions where should establish clearly the benefits and characteristics of products and services, the StoryTelling approach is the opposite and does not seek to persuade the consumer to a response or immediate action.

What is sought with the application is generating an emotional bond with the narrator of the story, through the creation of interactive experiences and the generation of relevant content.

The secret is in the way is transmitted the message into the story to make a memorable impact on the memory of the person who receives it.

Purchase or response by the consumer action is latent and may occur when least expected… anytime!

About Julio Ibañez

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Retail Executive, specialist in Supermarket Management and Big & Box formats. Consultant and international speaker. President of the Hispanic Retail Chamber of Commerce of the United States.

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