…instead please introduce your story to us! What I mean by this?
Quite often company’s advertising is done with easy way – marketing consist just words without higher meaning. It is not reasonable to have company slogans, which inform to clients, “we have a great story” or “we provide excellent experiences”. Companies have used both strategies already too much in their marketing and therefore they do not have any more value in a market. Instead of just using word “story”, we really should have a real story as a company thread and we should introduce it to whole market. And we should remember that each company sell their own unique and different story.
Marketing measures should give a small story taster for the clients from company’s own unique story. This taster would be a part of provided and expected story experience. For example this could be; small teaser video at the company’s homepage, exiting fragrance at the fair stand or cartoon or photo from the story.
Marketing should give an impulse to the story – it should be an intro to attempting journey. A journey, where client is impatient to wait what is coming to next and what exactly whole story means for the client!
So, please do not just tell to the clients that you have a story, instead give them real tasters and concrete hints about company’s story!
There will be more and more living surfaces in the city. One excellent way to get audience´s attention is to use pictures to tell your own story.
Read more about story based service design here.
(This Tarinakone StoryDesign article was translated by Heidi Forss-Anila.)