Tell A Story

http://www.google.com

Throughout this semester in my Marketing Campaign Planning & Management course, we have discussed the benefits and goal of telling a story to your consumers. Using a story to capture consumer interest and engagement is important because your message will be more memorable to the consumer. A compelling story will evoke emotions in your consumer and allow your message to come across. On Forbes.com, I found a great article which expresses the value of using storytelling in your advertising.

Why Tell a Story?

This article states that consumers are spending an average of five hours a day consuming posted content via mobile and the social sphere. It is important your story can capture this large amount of time consumers are using to read content. As I have said in past posts, it is important to know your market and to not just sell to them. People are more receptive to ads which do not come off as selling and pushing to buy. Consumers will not receive ads that come off only to sell, which is where a story comes into your ad planning. 

Steps to Take

As I stated, you need to know who you are trying to reach. Once you know who you are targeting, it is best to know what media your target is most utilizing. Is it Twitter, Instagram, Facebook, Linked In, or any of the like? After you do your research on your targets, your story telling can be geared in the best way to compel this audience. Your story should include a process, solve a problem your consumers may face which leads them to need your product or service. A good story conveys the process, presents the problem and solves it in a brief period of time. Consumers are more likely to stay focus and interested in an ad which is not too long to lose their interest. The ad must be long enough to convey all of which you need to do. 

Febreze

In my class, we watched the Febreze commercial about what they call "nose blindness" with a woman who can not smell the cat odor she has in her house anymore because she has gone "nose blind". 

Check out this story here: https://www.youtube.com/watch?v=7j8CSYoCXkI

http://www.google.com

This funny and brief ad shows the problem consumers have and how Febreze solves it. The ad is not focused on just selling the Febreze pet odor spray but it is focused on solving a problem. People will find this commercial humorous but also question if they have gone "nose blind". 

This is the link to the Forbes article referenced above: http://www.forbes.com/sales-marketing/