2015 is the “Year of the Story” for marketers. More than ever, big brands and small businesses are utilizing stories to connect with their particular audiences.
This connection allows for more loyalty, better customer service, longer customer relationships, more social sharing, social growth and exposure. The brands and individuals that struggle with this, will lose ground to those businesses who work at developing their stories.
I wanted to help you think about stories as a nucleus for your marketing. In this 4 part blog series, I’m going to show you some examples of brands that are telling stories in their marketing, in the hopes that you can learn some techniques to help you identify and develop your story.
This is the fist story in that series.
People hire me to help their business define a voice and then develop strategies that connect with a particular audience. Typically this includes coaching on digital media, social media, helping with newsletter building, creating better partner communication and support around an event or a specific goal. Recently I met with an organization that had a contagious passion to help others!
In our first meeting, learning why they were passionate about their job brought me to tears…
Angels Consulting Group helps elderly folks and their families, make good decisions regarding senior living facilities. They learn the specific needs of their customers, find suitable options and help the seniors and their families navigate HUGE amounts of paperwork.
When I first met the employees, what struck me immediately was their energy and enthusiasm for their work. In fact, they didn’t talk about work like it was work at all… The talked about work like it was their calling. Their mission.
Digging into their past was fascinating. Their earlier pursuits leaned towards self expression and the type of interests that could easily lead you down a path of pretentiousness – although there was NONE of that.
I learned about the family band that they created when they were younger.
I learned about the artist management company they built.
I learned about some interpretive dance classes.
I learned about their love of art and music.
I learned about the beauty pageant trophies.
I learned about their connection to a music icon.
None of those experiences seemed like a ‘first step’ to helping seniors and families. So I kept digging.
During our discovery process, we were able to uncover the heartbeat of all of that passion.
Three sisters and a brother work with their mother in this company . When the kids were young, the whole family lived in a very remote city in Alaska. The mother’s parents owned a local grocery store and worked hard every day. On the weekends, the parents would gather up their children and grand kids and go to the remote areas of the remote town town to distribute food to people that couldn’t afford it. They basically fed the less fortunate for free and helped widows and the people that couldn’t help themselves.
So, the family’s ‘norm’ was service and helping others.
Giving back to their communities.
Looking out for one another.
Helping elderly folks figure out how to survive better, how to deal with their surroundings.
Doing life with people.
I had tears in my eyes as one of the grand-kids was describing how deeply her grandfather cared about the people he served. His business was his livelihood, but he always made sure to help those that couldn’t help themselves. Perhaps it was this ‘service DNA’ that is helping them connect deeply with their audience.
If you interact with a business that is driven by a passion, your experience will be different, especially if that story is carried around at every level of the organization.
What about you?
What drives YOU in your business/job? What is your origin story? Have you been able to incorporate that story in your marketing?
Talk to me…