Storytelling marketing: how to use storytelling in business – conferences

Storytelling marketing: how to use storytelling in business

The history of humanity is inseparable from history. This – in the form of storytelling – also becomes an effective practice in business.

Even a somewhat boring story told in a fantastic way can win over the listener. It’s no different with message marketing as well. A good story attracts the recipient and can completely change the image of the brand. In the end, it also breaks with the disappointing and off-putting vision of advertising, focused solely on the promotional aspect. Business storytelling yields great results and is one of the most frequently used tools today. Its potential is not only used by the biggest brands. People responsible for shaping the image of small businesses are also increasingly interested in it. Narrative marketing – properly implemented – is a great opportunity to achieve promotional goals. To be effective, however, it must be based on experience, knowledge and enormous creativity.

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Consult the program of the conference “Digital Customer Care”, 19-20 May 2020, Warsaw >>

The story is the most important

The story accompanies humanity since its beginnings. Tales – first told and then written in various ways and increasingly taking artistic forms – fulfilled many functions: on the one hand, they entertained, on the other hand, they were the fundamental vector of the collective experience and state of knowledge. Without them, our civilization and our culture would not exist, and we would not be able to benefit from their benefits. Despite the passage of years and the development of technology, their role has not diminished at all. On the contrary: they are the basis for the creation and creative interpretation of phenomena. It’s no surprise, then, that ultimately those responsible for brand promotion have taken an interest in this most important aspect of our cultural functioning. Marketing storytelling refers directly to experiences simply encoded in our cultural DNA. Hence its incredible efficiency.

(Not) advertising, i.e. corporate storytelling

To diagnose the greatest weakness of “traditional” advertising, it suffices to recreate a stereotypical reaction to an ad block appearing on television or a pop-up pop-up suddenly appearing on the monitor screen. “Are these ads again?”, “How long will it take?”, “What am I paying for?”, “I finally have to install adblock.” How many times can you come across such statements? Often. Some of them have already become the basis for a series of jokes and memes circulating on the Internet. Whether this form of promotion can be very effective is an unanswered question.

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However, it is worth asking whether there is a reverse reaction: “Have you seen the XX commercial?”, “Oh this commercial is cool, leave it”, “Let’s go to the cinema early to see the commercials”, “The commercial was better than the movie”. After all, such situations are also not uncommon, moreover – we come into contact with them more and more often. Where is the difference ? First, in how to create a message. Narrative marketing takes you into the world of storytelling, so we approach advertising not as another boring place, the task of which is to persuade us to take the supposed actions, but as an interesting story in which we want to be at the center. , get to know the characters better and find out what its sequel will look like. Goals are achieved on their own, the recipient receives an interesting experience instead of frustration, and the brand earns extra points. Corporate storytelling goes beyond traditional advertising on all fronts.

Storytelling in marketing: how does it work?

It’s worth traveling a bit more and understanding where the benefit of storytelling comes from. This is mainly due to the way the narrative is conducted. While “bad” advertisements lack depth and only focus on a relatively simple message, often perceived as too insistent, storytelling, using many modern tools such as digital storytelling, escapes this basic dimension and simply offers more:

  • Emotions: the stories were meant to evoke emotions from the start. Focusing on the fate of the heroes, we experience the story with them and enter the presented world. Storytelling marketing makes us live by a story, and thus we suspend for a moment the rational perception of reality. This is the mechanism that art uses, but no one said that good corporate storytelling couldn’t become its manifestation either.
  • Job change : direct involvement in the story changes the point of reference. We are no longer – as in “bad” promotional material – outside the message. We don’t just feel like the object of a message trying to convince us to make a specific decision. We are part of the larger scene and its co-participants, which translates into a sense of appreciation.
  • The interest: the above two factors translate into an interest in the story – both in a shorter approach, reduced to a specific production – and in a longer approach, covering a whole series of told stories. Advertising is therefore no longer just advertising, and in fact, it can be said that it is second-hand, the story behind it is more important.

Due to the specific structure and appeal to the feelings of the public the use of storytelling in marketing requires broad skills and a lot of intuition. These, of course – like almost all tools – can be trained.

A brand needs a hero

Nothing translates into branding as much as the hero that elicits our sympathy and that we can identify with. It is also the easiest way to turn narrative marketing into a long-term strategy that allows you to achieve tangible benefits. It is often this character that convinces recipients to stay in front of the TV or not to turn off advertising appearing on the internet portal. The brand hero, that is, the brand hero, even if he is not always a superhero, still has an extraordinary power to win the sympathy of the recipients. We find the best arguments in our memory: Red and Yellow from M&M’s advertising, Heart and Mind representing first Telekomunikacja Polska, then Orange, the kind cow Milka or the calm Żubr, encouraging the consumption of beer – storytelling in marketing remembers and arouses positive emotions.

Digital storytelling

Modern technologies offer us completely new possibilities. As part of the storytelling campaign, you should think about digital storytelling, using the possibilities of the digital world. Thanks to it, it will be possible to create even more engaging and interesting campaigns, involving a full range of multimedia solutions. Either way: digital storytelling drives most of the cited examples of branded heroes. Thanks to him, there are practically no limits to the creativity of the people responsible for creating storytelling campaigns: they can use almost any means to create even better stories and tell them in a unique way.

Long list of benefits

The benefits of storytelling in marketing can be mentioned endlessly. However, it is worth systematizing them to see how effective storytelling is in business:

  • Authentic picture: The storytelling campaign allows you to present to the recipients the values ​​that are important for the organization in a completely different, unconventional, but at the same time believable way. Thus, the brand is perceived as authentic and friendly, and this is the fundamental factor allowing …
  • Build deep relationships with customers: the main objective of all marketing activities must be to create a bond of trust between the brand and its customers, whether new or existing. Storytelling in business makes it possible to shorten the distance and engage in the transmission of emotions.
  • Interesting form of communication: the main benefit of storytelling marketing is to deviate from the standard, outdated format of marketing messages that do not elicit emotions and are associated with negative reception.
  • Long term promotion: advertisements die quickly, storytelling can remain in the minds of recipients for many years, without ceasing to have a positive impact on brand image.

Consult the program of the conference “Digital Customer Care”, 19-20 May 2020, Warsaw >>

Author: Paweł Laniewski

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