Who killed storytelling?

I think you and I were lucky to live in an incredible time. Every day, speed records break down, people jump from 7,600 meters without a parachute, rockets return from space on autopilot - go crazy. And if you look closely, behind all these accomplishments there are not only steel ... nerves of the champions, but also some well-known brand that has placed its logo on the helmet or underpants of the participant.

Talk less, work more!

In an era when information flows in a mad stream from all holes, when stories are told by everyone - from the giant McDonalds to the kiosk with shawarma delivery, it's time to start thinking about something else. The main thing for the brand today is not communication with the client, but interaction and direct contact with it.

This is content marketing on a global scale, when not only the site is filled with useful information. The whole life of the brand revolves around a global idea, not just a single product. This, if not the last, then one of the nails in the lid of traditional INTERRUPT-marketing, when the viewer or user on the Internet is forced to interrupt their affairs and focus on advertising.

With such an influence, the approach threatens his majesty dusty shelves with storytelling. In the west, it has been called Storydoing for the third year already, but for me personally, transliteration of storyduing "cuts my ear", so I will call this approach in the article "Storybilding".

So what's the difference? It's simple - it's one thing to tell stories about your company, and another is to live with these stories.

What is a story building?

All companies in the world can be divided into two segments. The former tell stories of a brand or product, promoting them with PR tools or paid direct advertising. The second is creating history with active actions and using this idea as a fundamental principle at all stages of the business - product development, recruitment, selection of business partners.

6 signs of a building company:



1. You have a story. The main idea for which the company lives.

4. The main idea is used for any company processes - when hiring, searching for partners, clients, etc.

2. This idea is based on ambitions greater than banal commerce.

5. All efforts of the company are focused on the basic idea.

3. Your idea has a main enemy - poor service and insufficient contact with the client.

6. People outside the company are involved in what is happening. The brand becomes a useful part of their life.

Does this approach make sense?

Storybilding companies spend less money on the usual advertising in the media. Directing resources to real achievements, they achieve more. According to the project StoryDoing ©, this approach has a number of financial advantages. Comparing the indicators of 42 companies - revenues, media costs, share prices, mention in social networks, the following results were obtained:

Faster revenue grows

Less paid media costs

More mentions in social media

Faster and painless price increase

However, do not take my word for it. I will give examples of companies that are already actively using storibilding.

Red bull

Go to the main page of the Austrian company - experimenting with the new GoPro Karma and new quadcopters, crazy jumping extreme 8Booth, documentaries about the players in Dota2 and the results of the city speedway. If you have never heard of Red Bull before, you will not even understand what the company does and sells the power engineer in battery banks.

This is because, at the start in 1984, the founder of the company, Dietrich Mateschitz, conceived of Red Bull as a way of life in which there are no words "I can't". This helped weave together a belief system and create the Red Bull philosophy. The turning point is 1991 and the start of the first Red Bull Flugtag show, in which participants try to overcome as much as possible by air using homemade aircraft and the power of their own muscles alone. Since then, the association with an extreme lifestyle has firmly settled in the minds of the consumer.

Red Bull really "gives wings" and is moving mostly not through direct advertising. The leap from the stratosphere of Felix Baumgartner alone brought stunning results:

  • 9 million simultaneous viewings broadcast on YouTube;
  • 2 million new subscribers across all channels;
  • Top 10 most requested events on the web;
  • over 63 million US dollars of sponsorship!

By the way, it is not necessary to be a business giant with a multimillion audience in order to build and develop your brand in this way. Here you have 4 more successful examples of real stabilizing in different areas. They may inspire and make you look differently at the content and policies that your brand offers.

Soul to the masses

Ed Sheeran in itself is not a big sensation. Behind him are not worth millions of sponsorship money and pop clips with nude fifth points. This guy gathered fans in pubs, schools, after which his videos and notes were shared on social networks, making him popular. Already in 2014, his album became the fastest selling - 182,000 downloads per week. This is a true action story, not storytelling in the style of voice or the X factor.

Bbq bbq

If you are a lover of grilled delicacies, you will definitely like the idea of ​​The Grill Kings, who have come up with a special book. Fans of dishes on an open fire were able to purchase a volume that combines everything needed for cooking - coal, ignition paper, foil, parchment and a cutting board. You can argue about practicality, but the attempt to be useful to your target audience was a success - very impressive.

More than commerce

Another factor that distinguishes "figures" from "storytellers" - their idea, one way or another, affects those around them. A good example is provided by manufacturers of Toms shoes and Warby Parker glasses. For each pair bought, they send a couple of their products to the needy for free.

Good and good again

Jet Blue plowed 24,000 square feet of land at one of John Kennedy’s terminals and ground it with potatoes, mint, basil and other plants. The minifarm is set up on organic land brought from the Hudson Bay. The crop is immediately used in the cafeterias of the airport, from which they prepare food served on board. Personally, I was always strained by sealed portions, similar to fast food, but here the passengers know exactly what the dishes are made of.

And on this list, I would certainly add Angry Birds - an application that has grown into a well-known recognizable brand, Pokemon Go and the Amazon online store - one of the first to unite buyers around the world and built on this its policy and successful brand. .

And this approach can work in almost all areas that just come to mind. The main thing is to follow some rules.

5 Storybuilding lessons for your company on the example of Red Bull

  1. Disassemble the target audience on the shelves

Perhaps no one so accurately falls into the target audience, like Red Bull. Their clients are young, active people whose life is in full swing or they want it. It is hard to imagine, but the energy drink at the stage of appearance was neither popular nor affordable, but its positioning as an essential attribute of extreme life did its job. In general, think about the territories that no one had ever dared to look into before.

  1. Become a part of your customers life, a part of their history.

The Red Bull brand has evolved with an eye on what customers like / dislike. Understanding that the main hobby of Central Asia is action, adventure and health risk, the company has become part of the lives of its customers by organizing dozens of competitions. Move aside for a moment - let the client dictate what to do and what content to promote.

  1. Bid on viral content

If the two previous councils have been learned, it will not be difficult for you to understand what kind of news should be shared so that it spreads across the web among your users.

  1. Spread your wings and be omnipresent

Try to cover all the channels that lead to your target audience - social media, television, mobile applications, organization of events and sports events. In Red Bull on every piece of Earth looking for the opportunity to gather around its brand of extreme and thrill-seekers.

  1. Stay harmonious

Do not use your brand only as a magnet for money. Red Bull, making billions in profits, continues to sponsor young athletes and enthusiasts, who then again draw attention to the "red bulls." Jet Blue is planted in the first place to ensure high quality food, rather than click on photos for media and public relations. The project is not props or action - he lives for the third year!

A huge plus for brands is that even after a few years their ideas continue to work. A simple example - for 40 years, while dozens of upstart headliners appeared in the world charts and disappeared with the flow of investments, the fans of real music from Metallica only increased.

I say that it is impossible to sell air in banks in the long term. You can once tell a beautiful story about "natural ionization in some mountains", place it on HLS-portals and skim the cream, but when it comes to real contact with the client, this strategy will fall apart. The only way out of longevity is to come up with an idea that not only meets the expectations of the client, but is also able to harmoniously fit into his life.

The narrator is dead, long live the creator!

Watch the video: US army veteran's story: 'I killed four people in one hour in Iraq' (April 2020).


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