Her client, Brüush, is a DTC electric toothbrush company based in Vancouver, Canada.
Want to see what gold standard marketing storytelling looks like in action? Here’s a look at a rebrand case study by Gather & Grow speaker Kristen King, Partner and Brand Strategist at August Strategy. Storytelling in Marketing Case Study: Brüush And as always, you should constantly test, learn, iterate and improve your marketing approach. Once you’ve nailed down your messaging, make sure that it’s cohesive and connected across all your marketing channels to reinforce your brand messaging. Build integrated and purposeful copy and creative for your customerĭo you know where your offer fits into the market or how you solve your customers’ problems or fill a particular gap? Understanding your niche and what makes you unique is a vital part of creating purposeful copy and creative. The best way to learn what works and what doesn’t is to try things out and see what happens. Likes and clicks are great, but you also need to know what your audience thinks and feels about your offer as well. Remember: you’re creating content for human beings. Establish KPIs and goals, but don’t get too obsessed with the nitty-gritty, daily metrics as they only tell a piece of the story. Data is important, but don’t let it paralyze youĭata is wonderful, but it is not the be-all, end-all in modern marketing. Watch out for crucial shifts, differentiators and table stakes claims and offers. Lastly, be diligent and rigorous about understanding your competitors, market and culture. You also need to be realistic about your target market’s engagement with your product or service and the impact it will have on them. You need to clearly understand your brand and what role you play in your consumer’s life.
#STORYTELLING MARKETING UPDATE#
You should constantly revisit your customer personas, vet them against your customer data and evolve and update them as needed. Also, remember that this is an iterative process. Try to add as much color to your customer description as possible.įrom there, you can start developing integrated storytelling that addresses your customers’ needs, gaps and barriers and illustrates how your brand fits into their lives. What kind of podcasts do they listen to?.While demographic data points like age, gender and geography are helpful, your brand persona should also give you a lot of insight into your customer’s lifestyle. Know your customerĪn effective brand persona is a mix of data, insights and intuition. So how do you produce that kind of marketing? Before you even decide what your copy and creative will look like or sound like, you need to follow a few fundamental steps. Good storytelling marketing is the antithesis of that – crafting a narrative that’s so compelling that purchasing the brand’s product or service feels like a ‘no-brainer.’ We’ve all seen those brands that feel a little cringy, either because their marketing doesn’t fit their brand’s personality or speak to their target audience. Your brand’s written and visual language should work together to create a consistent narrative that engages your customers and highlights your offer’s value – all in a way that feels authentic and natural. Storytelling in advertising or marketing is essentially the combination of two key elements: purposeful copy and creative. 28:40 - Build integrated and purposeful copy and creative for your customer.22:25 - Data is important, but don't let it paralyze you.15:15 - Know your brand and your market/competition.5:45 - Intro to the session topic and why storytelling matters.
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