What Are The Characteristics Of Story Marketing?

In the life process of an enterprise, different stories are produced every day, with marketing departments as the most important.

In fact, the concept of story marketing has been put forward because some enterprises have borrowed Stories (historical stories or enterprise growth stories, entrepreneurial growth stories, etc.) in the marketing work of previous marketing work to fill the marketing work of enterprises, not only intentional or wrong, but this strategy has added icing on the cake to the marketing work of enterprises, making marketing work more powerful.

Now some marketing people are talking about "story marketing" and have begun to hype.

So

Many enterprises rush to the herd, and everyone is asking "masters" to come up with strategies to find a story match for their enterprises.

In fact, the marketing story of many enterprises is in fact an imitation of the East.

Actually?

I do not think that any enterprise is suitable for "story marketing".

In the name of story marketing, I think the marketing strategy is a kind of human thinking marketing, or "people based marketing".

At present, the whole society is talking about people oriented, whether it is government, enterprises, schools and other organizations, every day they are talking about "people-oriented", and should our marketing work be people-oriented?

The answer is yes.

Indeed, the marketing story has made the influence of many enterprises bigger. The brand has been built up, the market share has grown up, and even written into the textbook.

Such examples are endless: like Haier's "smashing refrigerator" in China, consumers believe their quality. The boss of a company drinks paint to convince consumers of their environmental protection. The brand name of Alibaba comes from a story in one thousand and one nights.

To integrate all kinds of marketing stories, hype, create, or make fiction, I think all the stories should be people-oriented. After all, your products are bought by consumers, who are the last ones to pay for your products.

So, what are the characteristics of a successful marketing story?

1. coincides with corporate marketing appeal.

There are many marketing appeals, such as brand appeal, enterprise appeal, product (functional, fashion, etc.) appeal.

In building their own marketing story, companies must understand what they want to communicate.

That is, your story must inherit your marketing demands!

Quite simply, for example, every night, we are watching a lot of TV advertisements, most of which are product advertisements. Many advertisements often deduce a story, and appeal to the product claims through stories. For example, the advertisement of a brand phone is now a product marketing story of CCTV.

2., credibility.

Whether you tell a story, deduce a story or extract a story, you must be believable. You must let the consumer think there is such a thing.

Only in this way can he relate the credibility of the story to your company, product and brand.

Never avoid making a story without believing it, and spreading your story to consumers who do not believe it will be done.

Avoid it!

For example, a story of a corporate brand made by a southern manufacturer who made a floor, separated the names of the enterprises into two male and female story protagonists.

At first glance, it is insulting our intelligence quotient. Even if we don't plan the brand name of the enterprise, we will make a story to challenge our thinking ability.

3., it can arouse consumers' sympathy.

No matter what happens to a person, he will never listen to it. He will pass through it and touch it with a touch. All he can touch with his nerves will imagine and think. It can not be like some people say "left ear and right ear", especially for those over more than 10 years old with a certain sense of thinking.

The question is, does your advertising story resonate with consumers in your marketing work?

Whether it is product resonance, emotional resonance, or...

4. can be widely disseminated.

Can your story be disseminating?

Can it be effectively spread?

Can it be spread to its target consumer groups?

This requires the relevant personnel of our enterprises to think about how to spread the story when they are planning the story creation. They are the combination of online and offline, interactive communication, combination of air and ground, or implantable communication.

Communication is not strong, will your effect be good?

Can't,

5. can become a part of corporate culture.

Since corporate culture is the sum of all material culture and spiritual culture created in the process of enterprise development.

So, the author believes that the marketing story of our company should become an integral part of our corporate culture, so that we can integrate into our company's beliefs, values and missions, making it a means of internal marketing and making it a tool for the pmission of corporate culture.

When employees become carriers of cultural communication, can he not integrate the culture into his own work?

No!

6., it can effectively promote the exchange of sales.

The marketing story that can't help the terminal sale of an enterprise is like a scheming plan without an operational plan, just like an embroidered pillow and so on.

Even if the relevant marketing personnel adopt this marketing story, they will not achieve the desired effect, or be mild, without waves or even with negative effects.

Just like the floor case in the above, there is another example: the bad effect caused by the simple imitation and duplication of the marketing story of Chinese enterprises has become the reverse textbook of story marketing.

Pathetic!