Storytelling Marketing Approach - Essay Example

To be remembered is the aim and the story telling method is gaining strong grounds in today's dynamic global horizon. The customer gets the opportunity to perceive the story to match his own mind set and thereby accepting the story and the product underlying in the story. Imagine a child, being told a creative bed time story. The child adds his imagination to the story and if it fascinates him enough he communicates his thoughts across to many of his play group friends the next day. Every person still holds the same child like ability to appreciate and spread an interesting story.

Here lies the key to the story telling method. An image is created in the mind of the customer which he further copulates and spreads across to acquaintances, friends, family. Thereby the word of mouth spreads. However as every marketing strategy, the story telling method also requires to be supported by attributes of the product to retain the buzz created.1 The aim of weaving a story is what would guide the key success factors for the strategy. Most stories are built to help people learn, absorb, remember and share information and ideas 2 stories can bring forth the strengths of a company, the vision the company has or even the past experiences of others to provide an assurance.

Stories can be incorporated to market products and brands, demonstrate leadership, build affinity or many varied reasons. Few factors should be kept in mind to make sure the story telling method reaps adequate advantage for the company.3 These factors would be maintaining the timeliness of the story- communicating the story in a timely manner is crucial for its success. The other factors to be kept in mind are that the story should meet the objectives of the company. The mission and vision of the company will help ascertain the primary objective of a marketing strategy.

There should also be orientation towards the detail as to what information is to be passed on to the customer and in what manner. Innovation and creativity form the key to a good story. A creative way of presenting a simple thought can help grab the attention of the customers. Personal affinity towards the story should exist for all the employees as the commitment should be visible in the employees. Finally as every marketing tool, the cost factor should be considered in the story telling method as well.

Although there is an advantage in this method as it leads to buzz marketing however the cost aspect and budget analysis should be done before the planning is started. The key elements of success for story telling method of marketing can be summarized in the following manner:1. Create a simple, credible and compelling Story The business journey and the vision that has been conceptualized should be visible in the story told to the customers. The simplicity of a story is crucial though. The people of every level in the business enterprise should be capable of believing the story.

Only then can organization make the customers believe in the story. The story can be a simple narratrion about a personal achievement or an act of excellence been demonstrated at some time frame by the company. The achievement can also be about a particular division or employee of the company as employees are representatives of the larger