Brand story telling in a digital age has evolved tremendously. The push effect that once formed part of a brand’s marketing strategy has died, albeit a rather painful death. We are increasingly witnessing brands tap into their customer base in-order to tell their stories to their core audience. Understanding the stories that your customers are interested in and are willing to share is the key to gaining traction in a digital age, where videos are the new frontier in selling to a targeted audience.
However it is still crucial that brands understand that story telling is more than just whipping out contents or blogging. It is the values and mission statements that underline the brand’s identity as to who it is and who their audiences are. It is listening to your customers and understanding what it is that they require of you as a brand, in-order to maintain their loyalty and also implementing those pull strategies so as to create a passionate and loyally engaged customer.
The absence of a story in a brand’s trajectory towards growth will not only limit such growth but also presents it as nothing more than an “ordinary” product, that is easily replaceable. The competition to be noticed is fierce and more often than ever, we see brands borrow into their audience’s creativity so as to drive their next campaign. A good example is the recent McDonalds campaign “pay with love” which will run till the 14th of February. By using its regular customers to tell its story, McDonald is strategically using its customers as advocates for its brand. By advocating for Love via its customers, it is aligning the story of the brand with that of its customer’s values, but using its customers to tell that particular story. Thereby creating an engagement and spike in search for their brand.
There are many ways a brand can tell its story, but being clever about it really pays off. Understanding where your core audience spends most of its time is also key to boosting the engagement generated by your story. A good chunk of our time is spent on mobile devices streaming videos or communicating via social media. So it is fairly paramount that a business would naturally focus on this area where their audience spends the most time. Innovative technologies has also made it possible for brick and mortar businesses to tell their stories without the need to go on-line. The ibeacon device invented by Apple means that brands can now beam or push their stories via notifications to their customers, so long as they are in close proximity to the device. For example a brand implementing a beacon strategy can in real-time push customer recorded videos of their in-store experience to nearby customers, enticing them with offers and further implementing a call to action to take a picture or film a brief video of their own personal experience and share it on social media.
Without being aware, you have as a brand, included your customers in your story telling. They are doing the bulk of the social proofing for you and helping you build trust with the outside world by being advocates of your brand through their individual stories.
For help with integrating ibeacon contact us @reyou_biz on twitter.