Beyond the engaging power of compelling stories, there are many important aspects to take into account when intending to use storytelling for marketing purposes, in order to optimize the impact of the brand story in terms of reach, image conveyed and conversion. How the message is delivered is as equally important as the content of the message itself.

The paradigm of story marketing is that the focus of the story is neither the product nor the brand, but the main character or hero with whom the audience is to feel identified. The primary goal of stories is to connect emotionally with the audience through the story characters, who share similar values and challenges with the listeners and therefore they regard the characters as a representation of themselves.

The destination is only the scenario where the story takes place and sometimes it may also play the role of mentor or facilitator, but the hero is the customer. It is critical for marketers to understand how the audience gets inspired through stories to shape their identities.

The story is primary and so the marketing message sounds much more genuine. Marketers have to understand that they have to first provide value with the story and only after the value is delivered they can introduce the call to action. People want to establish relationships with brands through meaningful storytelling.

The value provided may be entertainment, education or even amusement. The story is to establish the emotional connection with the audience and arouse the desire for more information to support the purchase decision. Once the audience has connected emotionally, the product is very likely to be sold.

Do you think of case examples for destinations where the story value provided is any other than entertainment?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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