Storytelling and Marketing

Ever since the ancient days, long before the writing was developed, there was a need to tell a story. There are some traces shaped into stories that are left to serve as remembrance of the human existence. Even the drawings in the caves are analyzed by the experts working on deducting the hidden story they are trying to convey.

According to the Wikipedia, “Storytelling is the conveying of events in words, and images, often by improvisation or embellishment. Stories or narratives have been shared in every culture as a means of entertainment, education, cultural preservation, and instilling moral values. Crucial elements of stories and storytelling include plot, characters, and narrative point of view.”

The modern concept of storytelling surpassed the frames of conventional storytelling and its forms such as fairytales, fables, etc. New forms of media that have been developed provided new platforms for storytelling. Games use interactive storytelling to get you into their digital world and to get you to identify with the characters. Narrative storytelling is a technique commonly used to introduce you to the game and to guide you through.

Marketers and advertisers have recognized the potential of this concept and implemented it into contemporary marketing. The goal of this kind of marketing is to provide a meaningful structure, a story that people can easily retain in their mind, in the purpose of creating a stable bond among a consumer and an advertiser.

The use of storyline and characters enables advertisers to create a story that is entertaining and thus more memorable than traditional forms of marketing. When the consumers see the product in a shop after they have seen the storyline, they will be able to recollect the storyline. Consequently, they will be more likely to purchase a product which feels familiar to them.

One of the most famous and successful campaigns that combined storytelling and marketing is Coca-Cola’s “Happiness Factory” campaign.

The campaign consisted of serious of videos about animated characters who make Coca-Cola and live in a magical land inside the vending machine. Illustrative and amusing plot, well-designed, together with catchy songs tells us the story of how these funny-looking creatures make this drink. The story itself is very interesting, people can easily understand it, and it has some humor in it. The story is accompanied by great visual demonstrations.

However, they didn’t stop at this! They expanded this story to other platforms in order to maximize the effect of campaign. They collaborated with Xbox and made Coca-Cola skin available for the customized dashboard on Xbox. Coca-Cola also enabled free download of the Happiness Factory ringtone.

And the results? They were amazing!

Not only were they able to increase sales in the period when many companies have experience decrease in sales and demand, but they were also able to reach the greater number of consumers. They extended their campaign into multiple platforms and continued to grow the influence of their brand.

The infographic below illustrates how to implement storytelling in your marketing strategy and it also provides examples to support the importance of marketing that tells the story.

  • Everyone wants multimedia

Since posts with multimedia files get more than three times more attention than only-text posts, it is obvious that using multimedia is extremely important for getting attention of your readers. In the world where people are overwhelmed by the amount of the information they are exposed to on daily basis, it is a difficult job to grab the attention and to maintain it.

  • No one reads

People are spending more and more time on the Internet reading all sorts of things. But they don’t actually read, they only skim the text looking for some key points. You have to provide interesting title, sub-titles and stress out some sentences in order to get the reader to really read your text.

  • Everyone is busy

90% of survey professionals have admitted they have thrown away some important information due to the fact that they were too busy. Consequently, in marketing you have to manage both the time and the information for your audience in order to get your message to them.

  • Marketing is noisy

It is estimated that the number of ads served on the Internet in 2012 was 5.3 trillion, and a person is exposed to almost 5 thousand marketing messages every day. This is why your message has to be memorable and distinctive enough for people to notice it.

  • The Internet is full

Amazing statistics confirm that Internet is a very busy place. Every 60 seconds there are 700 thousand searches performed on Google, 60 hours of video are uploaded on YouTube and 168 million emails are sent. Your complete message should be wrapped up in a single narrative in order to maximize the chances to be noticed.


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