Corporate Marketing - Where is your marketing story?

In the life process of the enterprise, different stories are interpreted every day, compared with the marketing department. Either they are telling stories (others), deducting (own), creating (unreal) stories, the purpose of these stories is nothing more than a purpose - to help the development of corporate marketing, sales and profits. Actually? Marketing story or storytelling marketing is actually just a strategy or a tool in a corporate marketing strategy. With it, it not only enriches the culture of the company, whether it is brand culture or product culture, so that your marketing has some flesh, backbone, and imagination.

In fact, the concept of story marketing was proposed because some companies borrowed stories (history stories or business growth stories, corporate entrepreneurial growth stories, etc.) to fill the marketing work of enterprises when they used the marketing strategy innovation in their previous marketing work. It is only intentional or misunderstanding, this strategy has even added to the marketing of the company, making marketing work even more powerful.

Now some people in the marketing industry are talking about "story marketing" and have begun to publicize it. So! Many companies are rushing to the top, and each one is also asking the "masters" to come up with ideas to find a match for their business. In fact, the marketing story of many companies is actually the effect of Dong Shi, toddlers, ugliness, and ruin. Actually? The author believes that not all companies are suitable for "story marketing."

The name of the story marketing, the author thinks that the marketing strategy is a kind of human thinking marketing, or "human marketing." At present, the whole society is talking about people-oriented, whether it is the government, enterprises, schools and other organizations, every day is telling "people-oriented", and should our marketing work be people-oriented?

The answer is yes!

Indeed, the marketing story has greatly increased the influence of many companies. The brand has been established, the market share has increased, and even written into the teaching materials, which is included in the history of the enterprise. Such an example is innumerable: like Haier’s “frozen refrigerator” in China, consumers believe in its quality. The boss of a company drinks paint to convince consumers of its environmental protection. Alibaba’s brand name comes from “One Thousand and One A story in the night and so on.

Combine all kinds of marketing stories, speculation, creation or fiction, or telling a story. The author believes that all stories should be people-oriented. After all, your products are purchased by consumers. They are paying for your products. people.

So, what characteristics should a successful marketing story have?

1. Consistent with corporate marketing appeals There are many types of marketing appeals, such as brand appeals, corporate appeals, product (functionality, fashion, etc.) appeals. When building your own marketing story, companies must understand what they want to spread. That is, your story must inherit your marketing appeal! Quite simply, every night, we are watching a lot of TV commercials, most of which are product advertisements. Many of the commercials are often used to interpret a story and appeal to product claims through stories. Advertising for branded mobile phones is now a CCTV marketing story.

2. A credible company Whether you are telling a story, deducting a story, or excerpting a story, you must be credible. It must be made that consumers think that there is such a thing back. Only then will he associate the credibility of the story with your business, products, and brand. Don't make a story, don't believe it, and spread your story to the audience. Consumers don't believe it. If it's finished, it's better not to do it! Avoid it! For example, the author learned a story of a corporate brand made by a southern manufacturer who made the floor. The company name was divided into two heroes of the male and female stories. The person with a little bit of thought was fake and very fake! At first glance, it is insulting our IQ. Even if the corporate brand name is not well planned, we will also make a story to challenge our thinking ability!

3. Can cause the consumer to resonate with anything that will not be heard once, after a sweep, once and for all, all the things that he can touch with the nerves will imagine, will think, not It may be like some people say "left ears, right ears", especially for people over a decade old who have a certain mindset. The question is, in your marketing work, can your advertising story resonate with consumers? Whether it is product resonance, emotional resonance, or...

4. Can be widely spread (strongly spread)

Your story has been made, can you spread it? Can it be effectively transmitted? Can you spread to your target consumer group? This requires the relevant personnel of our company to consider how to spread the story when planning the story creation. It is a combination of online and offline, interactive communication, air or ground integration, or implantable communication. Communication is not strong, will your effect be better? will not!

5. Can become a part of corporate culture Since corporate culture is the sum of all material culture and spiritual culture created in the process of enterprise development. Then, the author believes that our company's marketing story should be an integral part of our corporate culture, so that it can be integrated into our company's beliefs, values, and missions, making it a means of internal marketing, making it a tool for corporate culture. . When employees become carriers of cultural communication, can he integrate the culture into his work? No!

6. The marketing story that can effectively promote the sales exchange can not help the enterprise terminal sales to be achieved is like no operational planning, just like embroidered pillows, etc. Even if the relevant marketing staff adopt this marketing story, it will not achieve the desired effect, or it will be plain, bleak, and even cause negative effects. Just like the floor case above, there is also a simple imitation of the Chinese company marketing story, the bad effect caused by the copy is simply the opposite of the story marketing! sad!