The story behind the stories

Built for it. A fitting tag line for Caterpillar Marine. A company whose power and propulsion systems can outlast anything else on the market with products that are instantly recognizable. Big, yellow, rugged and distinct. They promise so much uptime, reduced costs, greater efficiency. With products that make such a bold statements, it only makes sense that our marketing material needs to do the same thing.

This industry usually sends product-focused messages. Photos of engines, specs, facts and figures. Everyone’s been saying the same thing in the same way. We don’t want Caterpillar Marine’s voice to get lost in the noise, so we’ve decided it is time to change communication strategy. The first step is to go from providing products and services, to providing comprehensive solutions a complete package of reliability from torque to thrust. Customers have every reason to choose us, and we want to make sure they know it. This means finding a way to rise above the clutter. We need to stand out. To follow in the footsteps of those big yellow engines and propellers. We need to make waves. In other words, we need to engage the customer. To make them care. We have to get them to talk to us.

BUILDING TRUST

To achieve this we began developing a com- munications plan centred on the insight that as a customer, you buy from a person, not a company, and that you buy from someone you trust. Every relationship starts with a conversation. It became clear to us that in order to win their trust and start that conversation, we have to convince customers that we understand their situation completely. The demands put on them, the challenges they are facing and the goals they need to reach. And that we can help them overcome those challenges, meet the demands and achieve those goals. But how can we dramatize this in a way that would be relevant, interesting and even exciting to our customers?

TELLING STORIES

The answer is simple – through storytelling. A good story travels well, is easy to take in and relate to. We all love a good story, especially when it’s about us. Customer stories told from the customer’s perspective will get us away from the run-of-the-mill product focused marketing. Like the best ads, these won’t feel like ads. They will simply show the customers in their best light. Their lifestyles, the challenges they are facing, even the dangers they have to overcome.

It will give us a chance to show our customers, in a very real way, that we understand what is important to them. And in doing so, create a connection and build a belief in our brand. But we know it’s not all about the story; there is a very real reason behind them. Sure, the stories are great attentions grabbers, but the common thread that runs through them all is that they tell a very real story about a specific customer need. They allow us to find the best solution available to a customer, which product they need and how we can provide them with the best service possible.

We will use written stories, films, ads, a story hub (app). We will adapt content for social media and the web. The pictures of engines will be replaced with pictures of our customers. Our goal is to raise brand awareness, increase brand preference and boost our response rate. We will start by focusing on our customers’ stories and the demands put on them. All this is only the beginning. From here we’ll continue to keep our focus where it belongs. It isn’t just about us, or even our products we are talking about. What we are really saying is that is about them, our customers! And that they are built for it.

THE BRAIN ON STORYTELLING

A lot of people use facts to share information. However, research show that when you use storytelling instead, the chemical dopamine is released in the brain, acting as your brain’s natural save button. Our brains are wired to connect with compelling stories. Stories inform, illuminate and inspire. A remarkable thing happens in your brain; studies show that the average number of neurons firing off from the emotional connection stories provides increases drastically. Facts activate two areas of the brain, while stories activate seven. Your ideas should be heard; they might very well change the world. Tell your story persuasively to capture the imagination of your audience.