Story based vs. positioning based . . . The rise of narrative marketing
9 Inch Axiom – Narrative Marketing
‘Nobody cares about the features and benefits of your product. Tell a story that your target can relate to and be emotionally engaged with’
I attended the Bulldog Reporter Media Relations Summit back in May. One speaker that stood out was Larry Thomas of Medialink. Larry discussed the prevalence of video and the concept of narrative marketing. Larry encouraged PR practitioners to consider creating video and placing it through paid and earned media.
PAID as in advertising?
Yes . . . advertising. It turns out that ads which tell a branding story work better than ads that focus on product positioning. According to an intensive three-year study conducted by ARF and AAAA the report contends that advertising is stuck in the 20th century, dominated by a one-way transactional focus. Today’s consumer wants to interact with ads to “co-create” meaning that is powered by emotion and rich narrative.
So . . .what are the 5 key elements of narrative marketing using video?
Authentic – your story can not feel manufactured. Use real people and situations where possible. Engaging – is your story sticky? It needs to catch and hold ...
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