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.