Coca Cola and Target have announced what they call See-Thru Marketing. Below is a link to an article about it. The best part was a YouTube video Coke produced talking about its use of storytelling in marketing. Obviously, Coke has used storytelling masterfully in the past but now they are looking at engaging the customer into the story, dynamic storytelling.
It's great to see this type of splash for business narratives.
Client testimonials are a great use of stories to brand your business. The problem is getting the client to write about the experience. Find a good writer, there are plenty out there looking for work. Stories are powerful and you will have a client for life when he or she is the star of the story on your website, brochure, blog.....
Do check out the Coca Cola article. It is always good to see what the big guys are doing.
http://tinyurl.com/83eny8y
Monday, April 23, 2012
Thursday, April 19, 2012
Business Storytelling: Tribeca Film Festival
The Tribeca Film Festival (TFF) runs from April 20th to the 28th this year in New York. I read with interest some of the workshops and presentations planned, of course the one that really caught my attention was the one on films and branding.
"Brands and filmmakers are increasingly collaborating on film projects to achieve a range of objectives from marketing and public relations to corporate storytelling and philanthropy. As the number of projects as well as the platforms for distribution increase, the bar has been raised for how to make these projects effective corporate storytelling pieces as well as quality filmmaking."
Businesses have used storytelling for years to promote themselves. Usually the stories were written (brochures, articles etc), commercials (expensive) or word of mouth. Just as film festivals are seeing more independent filmmakers businesses are finding more ways to tell their stories. Short films posted on websites or YouTube act like commercials but at a fraction of the cost.
Has your company looked at using video to tell its story?
"Brands and filmmakers are increasingly collaborating on film projects to achieve a range of objectives from marketing and public relations to corporate storytelling and philanthropy. As the number of projects as well as the platforms for distribution increase, the bar has been raised for how to make these projects effective corporate storytelling pieces as well as quality filmmaking."
Businesses have used storytelling for years to promote themselves. Usually the stories were written (brochures, articles etc), commercials (expensive) or word of mouth. Just as film festivals are seeing more independent filmmakers businesses are finding more ways to tell their stories. Short films posted on websites or YouTube act like commercials but at a fraction of the cost.
Has your company looked at using video to tell its story?
Wednesday, December 28, 2011
Sign of the Times
Reader's Digest has built its empire on condensed books, brief articles and short quips. I'd say they are staying with the times as I see more and more people are trying to say more with less, hence the 140 character popular Twitter and my concentration on the micro business story.
It seems no one has time for long narrative but when I read about "Life" the book that Reader's Digest is publishing I had to shake my head. This is what they are requesting "We are celebrating the release of our new book with a nationwide search for the best life stories. Share yours in 150 words or fewer for a once-in-a-lifetime chance to be published and win $25,000."
Crafting a story in 150 words or less is a real challenge. With a little down time I just might try it because although the story length has shrunk, the prize money hasn't. Think it's easy, try it and then let me know how you did.
It seems no one has time for long narrative but when I read about "Life" the book that Reader's Digest is publishing I had to shake my head. This is what they are requesting "We are celebrating the release of our new book with a nationwide search for the best life stories. Share yours in 150 words or fewer for a once-in-a-lifetime chance to be published and win $25,000."
Crafting a story in 150 words or less is a real challenge. With a little down time I just might try it because although the story length has shrunk, the prize money hasn't. Think it's easy, try it and then let me know how you did.
Tuesday, December 13, 2011
Stories according to Kurt Vonnegut
Check out this short video of Kurt Vonnegut. He explains humorously, the basic story structure. http://tinyurl.com/7g2c9dl
Friday, September 30, 2011
Business Stories: spinning Yarns
Lorrie Morgan-Ferrero, Expert Copywriting Strategist, wrote a blog "Spinning Your Copy with Storytelling". She says "Nothing pulls us in psychologically more than a good story. Like a spider weaving it’s attractive net drawing you deeper, spin your own story...." That line made me think about some ways we talk about storytelling, spinning a yarn, spin a tale, weave a story.
Spinning a yarn had me envisioning the listener being wrapped by yarn as an expert weaver turns the spinning wheel. Good stories told well do indeed envelope the listener by involving the imagination, emotion and intellect. After a good story it sometimes luxuriates in the brain for awhile giving an after glow feeling to the listener.
Maybe that intense of a feeling isn't present in all business stories but listeners should be captured by the spinning and transported to a better world, one where your product or service improves life. Weave a beautiful tale and grab your customer's business.
Spinning a yarn had me envisioning the listener being wrapped by yarn as an expert weaver turns the spinning wheel. Good stories told well do indeed envelope the listener by involving the imagination, emotion and intellect. After a good story it sometimes luxuriates in the brain for awhile giving an after glow feeling to the listener.
Maybe that intense of a feeling isn't present in all business stories but listeners should be captured by the spinning and transported to a better world, one where your product or service improves life. Weave a beautiful tale and grab your customer's business.
Friday, September 9, 2011
Allusions in Stories
Peter Guber demonstrates the power and proper use of allusions in chapter 6 of Tell to Win when he tells the story of how Bill Clinton persuaded him to help with his campaign.
Clinton chose to use the movie High Noon in his discussion with Guber. Clinton did not have to tell the whole story, he knew his audience was familiar with the story line and would get the connection he was drawing to his own campaign needs. Guber says "And because I had personally experienced the emotional dram, urgency, and ultimate exhilaration of Kane's struggle through the movie, this familiar story immediately triggered my empathy for Clinton's experience in the his campaign. I was moved emotionally to support the man we'd all come to call the Comeback Kid."
Allusions can be powerful and efficient, making your point with few words because of prior knowledge. Where can you use allusions in your business stories?
Clinton chose to use the movie High Noon in his discussion with Guber. Clinton did not have to tell the whole story, he knew his audience was familiar with the story line and would get the connection he was drawing to his own campaign needs. Guber says "And because I had personally experienced the emotional dram, urgency, and ultimate exhilaration of Kane's struggle through the movie, this familiar story immediately triggered my empathy for Clinton's experience in the his campaign. I was moved emotionally to support the man we'd all come to call the Comeback Kid."
Allusions can be powerful and efficient, making your point with few words because of prior knowledge. Where can you use allusions in your business stories?
Sunday, September 4, 2011
Tell to Win Book Thoughts
Tell to Win by Peter Guber is a must read for anyone who uses stories in business. And if you are in business you should be using stories so it really is a must read for anyone in business.
Each chapter in Tell to Win demonstrates an important story point. Guber first states the point and then tells several stories to reinforce his message. Then at the end of each chapter he lists several ahha bullets from the chapter.
While these summaries can aid research after reading the book I find my highlighting and chapter notes more useful. Is it because we see and need different things from each chapter? Or is it his summaries don't tie to the stories close enough for me and the way I interpreted the story? No matter, by giving the bullets and statements AND the stories Guber has covered different teaching methods thereby speaking to a wider audience then a single method would. Using the different types of stories does the same thing.
As you put together your next presentation or marketing story think about that - use different stories or methods of teaching to convey your message.
Each chapter in Tell to Win demonstrates an important story point. Guber first states the point and then tells several stories to reinforce his message. Then at the end of each chapter he lists several ahha bullets from the chapter.
While these summaries can aid research after reading the book I find my highlighting and chapter notes more useful. Is it because we see and need different things from each chapter? Or is it his summaries don't tie to the stories close enough for me and the way I interpreted the story? No matter, by giving the bullets and statements AND the stories Guber has covered different teaching methods thereby speaking to a wider audience then a single method would. Using the different types of stories does the same thing.
As you put together your next presentation or marketing story think about that - use different stories or methods of teaching to convey your message.
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