“Storyscape” is a coined term for the latest alternative to traditional advertising and media plans by getting the consumer more involved in the “brand’s world” through various media channels. The consumer wants to feel like a part of a story and think, “wow, that is cool” about the brand. The concept is to build a brand story that builds an emotional association that inspires the consumer’s behavior. That is the key, creating an emotional connection between the consumer and the product. Apple products are a perfect example of that – their customers have an emotional connection, a story to tell about their iPhone or iPad and how it changed their lives, which compels them as devoted customers to share their experience with like-minded people.
That said, there should be one strategy – versus a strategy for social, a strategy for events, a strategy for digital, and a strategy for public relations – there should be just one cohesive plan for all, and it’s directed by the big idea that organizes those activities. I ask my customers, “what’s your purpose?” Today’s customer wants to be able to connect to brands they trust, believe, feel are authentic, fill their needs and are able to take part like they are part of the company’s culture. They want to feel they connect with the company, like a friend, and are proud to say they are loyal supporter and part of the brand’s story.
So how is that type of marketing accomplished? It’s about creating a world or landscape of ideas that could be physical, virtual, emotional, and more than likely it’s all of those things. For example a Storyscape for selling a new house; baking chocolate cookies in a model home’s oven for visitors so it has a nice homey smell, the website touts your model dream house and has free cookies when you visit, offer a recipe for the cookies in a blog and on Pinterest so that a story or idea for engaging the consumer crosses all media platforms. That way the consumer looking for a house creates their world or story about that experience at all marketing touch points – so they not only experience a world they helped create, but they also tell a story about their experience.
The social media world changes so quickly. The traditional media plan keeps different media in separate boxes with target dates – where as we need to be more fluid and to think about how the different media interact and affect each other, as well as being affected by an event that causes a rippling effect throughout the media plan. The key difference with Storyscape, it’s designed to give the consumer control over which marketing connection points they wish to be engaged with and then encouraged them to interact across those channels — all supported by an organized idea and not the marketer choosing, based on analytics and data, which channels might be more efficient to reach them.
It’s a more organic or worldly version of a customer testimonial. In traditional marketing, the marketer writes the customer testimonial so it fits the needs of the marketing plan and gets the customer to signoff on it or tweak it for approval. The hope is that it resonates on one particular level with other consumers. Where as Storyscape opens up the world to all possibilites, so when the consumer’s exposed to the “idea” – they have an experience in the world they helped create that is a life-changing and they are willing to share it with other like-minded people.
The marketing industry is famous for creating new trends. Keep in mind, every couple of years a marketing person coins a phrase for a “new” approach to marketing, sells a bunch of books and it becomes the latest defacto marketing tool to be used. A year later, another marketing approach is the latest thing to do.
Regardless of the latest marketing trend or coined name, it has been my experience for marketing to have been effective for the last 10-15 years –and going forward, it has these 6 basic principles:
1. Understand what the customer wants or needs,
2. provide a logical and emotional dialogue so the consumer has the information they need to help them make a decision,
3. give them plenty of opportunities for that exposure,
4. make sure customers feel connected to the brand’s world and product,
5. provide them with easy access (distribution points) to purchasing the product and,
6. after the sale, make the customer feel special and part of the brand’s family.