F O O D W I T H A STO RY

Idealog - - EXPORT GUIDE -

MOST PEO­PLE LOVE a good yarn. Sto­ries cap­ture us, are sur­pris­ing, funny, sad, have com­pelling char­ac­ters and make us think and em­pathise with oth­ers. They stick with us and help us re­mem­ber con­cepts and ideas.

They also can be a pow­er­ful mar­ket­ing tool – NZ merino cloth­ing brand Ice­breaker is a per­fect ex­am­ple of that. As are crowd­fund­ing plat­forms like Kick­starter, where en­trepreneurs tell their sto­ries to at­tract in­vestors.

US-based con­tent mar­ket­ing re­searcher Onespot says 92% of con­sumers want brands to make ads that feel like a story. And re­search from UK-based con­tent mar­ket­ing agency Head­stream found al­most 80% of re­pon­dents think it’s a good idea for brands to tell sto­ries. If com­pa­nies share their brand story with their cus­tomers, more than half are more likely to buy the prod­uct in the fu­ture, the sur­vey found; mean­while 44% will share the story and 15% will buy the prod­uct for the first time.

This idea is even more true for millenials (or Gen Ys, as they are also known). “Gone are the days of face­less or­gan­i­sa­tions with un­touch­able lead­er­ship,” says aca­demic Joel Kaplan, writ­ing on the Mash­able web­site. “This gen­er­a­tion craves trans­parency and di­a­logue with the prod­ucts they love.”

Gen Y con­sumers want to know the sto­ries be­hind your prod­uct, and how those sto­ries are shap­ing your com­pany’s mis­sion and val­ues, Kaplan says, and they par­tic­i­pate in that mis­sion by us­ing your prod­ucts.

“Make sure you know what you stand for and com­mu­ni­cate it clearly. Stay in touch with your au­di­ence through so­cial me­dia so it can see how

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