In 2015, Hulten proved that Storytelling influences shoppers in shopping environment to increase purchase intention. This discovery resolved all queries on whether storytelling should be a formal part of marketing activities!
Storytelling is a great marketing advantage!!!
Storytelling definition
An effective means of external communication to transfer organizational culture and leadership styles to attract attention of consumers and promote participation.
Companies engage with target audience to inspire and motivate consumers to buy more and exhibit loyalty in the long run.
How can you implement Storytelling as a Marketing Action into your arsenal of outreach tools?
Enter: Narrative Advertisement
Narrative Ad is an Ad presented in the form of a story; this presentation has a different effect from other types of Ads. Consumers relate to the content with self-experiences – after receiving the external information – and create their self-identities.
In brand development, a brand contains cultural meaning and the functions of self and group identity. Thus, Storytelling aims to deliver brand value! Brand stories of enterprises help in strengthening positive brand association.
A Narrative is the basic mode of an organizational schema represented in the forms of language, paintings, dance movements and music.
Vivid stories enable consumers to imagine events and brand images in their minds. On one hand, we have the attention of the consumer; on the other hand, a conflict in the story gets the consumer emotionally involved. Think about Drama.
Narrative Ads, hence, influence people’s emotions, motivation, attitudes and, ultimately, purchase intention!
Narrative Ads must contain your product in them otherwise it won’t cause increased purchase intention!
How do your customers benefit from storytelling?
1. It is easier for them to understand the value contributed by your product.
2. It is easier to memorize the product brand and what it value it represents
3. They can relate to your story through personal experiences, which makes it easier to stay attentive.
So what’s the story behind your product?
FromBuzzToScience 