Brands/Products
How Effective is Storytelling in Marketing?
By Kenneth Horsfall
To begin with, what is storytelling generally? According to wikipedia.org, storytelling is the social and cultural activity of sharing stories, sometimes with improvisation, theatrics or embellishment.
Every culture has its own stories or narratives, which are shared as a means of entertainment, education, cultural preservation or instilling moral values.
Crucial elements of stories and storytelling include plot, characters and narrative point of view. The term “storytelling” can refer specifically to oral storytelling but also broadly to techniques used in other media to unfold or disclose the narrative of a story.
Storytelling is one of the oldest yet most powerful communication tools we have as humans. Stories help us to share, engage and comprehend in ways few other mechanisms can.
In marketing, storytelling provides an avenue to connect to consumers unlike any other. Brands are empowered to share and sell their values and personality in a form that feels less like advertising and more like a concerted effort to strengthen customer relationships.
Storytelling’s importance to marketing is undeniable; Jennifer Aaker, a professor at Stanford’s Graduate School of Business, puts forward three core reasons as to why:
- Stories Shape How People See You
- Stories Are Tools Of Power
- Stories Persuade And Move People To Action
- Stories shape how people see you:
Brand narratives help form perceptions and attitudes. How people speak about and the way a brand presents itself all influence key metrics such as purchase consideration and brand loyalty. There is power in crafting stories to develop a desired identity and authenticity that hopefully resonates with consumers.
Try thinking about a brand you particularly like. Now imagine they were a person. How would you describe them to friends?
- Stories are tools of power:
One of the best things about a great story is the ability to engross and capture an audience completely. Think about the last book you read that you just couldn’t put down or a party you’ve been to where someone shared an anecdote that had people hooked on every word. Often is the case, you’re completely absorbed in what your reading/hearing and time feel like it slows down around you.
In the world of marketing, communicating a great story has the potential to cut through much of the monotony of today’s advertising by presenting something that is unique and captivating, making consumers stop and listen.
- Stories persuade and move people to action:
Stories are far more impactful in promoting retention and behaviour than functional messaging. A London School of Business study found that when people hear statistics alone, “they retain only 5% to 10%” of what they’ve heard. Yet, “when stories are used to convey the same information, retention jumps to a remarkable 65 to 75%.”
Now, understanding the importance of storytelling, what makes an engaging story? How do marketers create a desired feeling and experience for their consumers to help drive brand connection?
Matthew Luhn, story consultant and animator known for his work in Pixar movies such as Toy Story, Ratatouille and Inside Out, shares five core elements he believes all great stories should possess:
- Hook
- Character transformation
- Connection with the audience
- Authenticity
- Structure
- Hook:
The hook relates to the story’s core theme. In essence, what will draw people in and make them compelled to see what is about to unfold? Luhn explains it usually needs to be something unusual or unexpected to grab the audience’s attention immediately.
- Character transformation:
Once you have captured the attention of the audience, it is important to take them on a journey. Stories inspire transformation. People tend to live vicariously through characters. It is, therefore, essential to question; what is the message we are hoping to convey, and how will this advertisement effect a change in the consumer?
- Connection with the audience:
A story may be expertly crafted in hook and transformation, but if you don’t truly understand the audience you are trying to appeal to, it is likely to become lost or ignored. It’s not simply a case of knowing demographics either; a strong comprehension of things like audience values and motivators is critical for connection. Luhn uses the example of Ratatouille:
- Authenticity
Authenticity is perhaps one of the most difficult aspects of storytelling in marketing, Consumers are often wary that they are being advertised to. It is, therefore, important to communicate something that comes from a piece of truth based on enduring insight rather than something that feels manufactured.
- Structure
Finally, how the story is told is critical for its success. Simply put, structures that comprise a set-up, conflict and pay-off are believed to be most effective in storytelling.
Storytelling is a powerful method of learning. As marketers, we should always seek to learn more about the world we live in, the brands we represent, and the consumers we serve. One of the things that are unique about stories is that they transmit knowledge and meaning. We learn from observations and first-hand experiences and by sharing those experiences through stories.
Storytelling can be a powerful tool that enables marketers to understand what is going on in the marketplace and what that means for the customer, consumer, society, brand, and company.
In addition to being an important strategic tool, storytelling can be an important tactical tool that lets marketers engage consumers in a fragmented media world. Because there is such media fragmentation, consumers are not just looking for different experiences but different delivery. Why should a consumer give you their time? Storytelling isn’t just a creative approach to marketing. It gives your consumers a totally different entry to your brand.
Kenneth Horsfall is the creative director and founder of K.S. Kennysoft Studios Production Ltd, fondly called Kennysoft STUDIOs. Kennysoft STUDIOs is a Nigerian Video and Animation Production Studio. He is also the founder and lead instructor at Kennysoft Film Academy. He can be reached via [email protected]
Brands/Products
The Merits of a Digital Marketing Agency
As the business environment continues to grow rapidly in the digital era, organizations need to be strategic to survive. Marketing in the digital age is very important for clients and creating a presence on the world wide web. But the management of digital campaigns has its own time, skill, and capital. Business owners should consider hiring a digital marketing agency to make a change and really get their strategies done.
What to expect from a digital marketing agency
Expert knowledge and skills
Digital marketing agencies employ people who focus mainly on online advertising, social media marketing, SEO, and others. Their knowledge guarantees your campaigns are well strategized as well as launched to gain the intended objectives. Agencies keep updated with the latest trends and algorithms, thus the best for your business. This way, you do not have to guess which method is the best; time and money are saved as you are working with the experts. However, you get to enhance tested and working techniques that will be appropriate for your business.
Time saving solutions
It is already quite challenging to manage a business. The management of digital marketing campaigns can be overwhelming even for the most orderly teams. Some activities, such as writing content, identifying keywords, and keeping an eye on ads, are daily activities. A digital marketing agency relieves you of this responsibility. They take care of everything for you so that you can attend to other core business that your enterprise involves. It also prevents stress since it is time saving.
Cost effective strategies
It is quite reasonable to think that hiring a digital marketing agency will ultimately cost more, but in fact, it does not. Mismanaged campaigns therefore result in a lot of funds being spent without any returns. Agencies improve your ads so that each dollar you use is well spent. They also give account information where one can be able to see where the money has been spent. This is why they want to ensure that they give you the highest return on investment, hence the value of their services.
Data driven results
Another benefit of hiring a digital marketing agency is that you will be dealing with data most of the time. They point to their sites’ performance using the traffic hits, click through rates, and conversion rates among others. It is the best approach because it means that your campaigns are always being optimized. The reports and updates are made frequently to ensure that you are aware of your progress.
A collaborative partnership
Outsourcing means that you are not entirely giving total control of the process to the agency. It is however a teamwork whereby you are on the same side as the agency. First, agencies devote time to understand your business, its goals and its audience. With this partnership, the campaigns you get are based on what you want. easily get engaged in the process since there are constant communications and updates are always provided to you.
Staying ahead of trends
The digital marketing environment keeps on changing because of the SaaS development services. It is due to the fact that new tools, platforms and strategies are developed all the time. Adapting to these changes, however, may be quite difficult for business organizations. That is why digital marketing agencies are never left behind in these trends. It is flexible to make sure your campaigns are on track and responsive. This kind of approach puts your business in a vantage point especially in this ever advancing digital marketplace.
Concluding
In essence, the hiring of a digital marketing agency is laden with numerous advantages to the end user. It would mean contracting out the digital marketing mandate to an agency to ensure that you manage your business while they handle everything. It is an investment that will make you a success in this modern world market without any doubt.
Brands/Products
The Growing Trend of Corporate Gifts UAE How They Enhance Brand Loyalty
In the modern competitive business environment, the urge of brands to find novelty ways of making themselves stand out and stay in touch with their clients by building long-term relationships is present. As a gesture, corporate gifting has grown strong for this purpose. The current gifting trend entered the limelight of the UAE corporate world with drums and trumpets, wherein brand loyalty, closer associates with clients, and employee recognition become talk of the town. Among a few trusted names associated with high-end corporate gifting, BrandCare Solutions of UAE occupies the front position. Corporate gifts UAE have been turning into an integral part of business strategy and, therefore, play an especially significant role in brand loyalty.
The Rise of Corporate Gifts in UAE
In this respect, the UAE has grown very fast and is considered one of the most dynamic and successful business hubs in the world. With the region really flowering in terms of innovation and financial growth, companies are ever increasingly leveraging corporate gifting to connect with their clients and employees. Growing trends in corporate gifts are in creating meaning beyond transactional relationships, not necessarily giving material things.
Businesses all over the UAE are using corporate gifting for everything from custom-designed luxury items to branded merchandise as a surefire way to make lasting impressions with clients, partners, and employees alike. This trend for corporate gifts also reflects a cultural emphasis on hospitality and generosity, hence serving as an effective differentiator for UAE businesses in an ever-growing marketplace.
How Corporate Gifts Build Brand Loyalty
The ultimate goal of any business is brand loyalty, and corporate gifts can contribute majorly toward this very goal. Here’s how:
Building Emotional Connections
Corporate gifting is personal and attached, especially if it’s something with the recipient’s name or company’s logo on it. A meaningful gift-a pen, a high-quality notebook, or an eco-friendly product speaks volumes to the recipient that one holds their relationship dear. This will definitely play a major role in bringing up the graph of trust-loyalty, helping recipients feel appreciated and valued.
Consistent Brand Visibility
The strongest rationale for corporate gifting is that they permit one’s brand to be constantly in the view of others. With each usage or sight of the gift comes a reminder of that particular company; thus, consistent exposure reinforces memory of a certain brand and will help cement this business into your memory. With BrandCare Solutions, you have a range of products to choose from-be it Branded Mugs to customized electronic products that the recipients use every day.
Positive Brand Perception
A well-thought-of corporate gift can heighten the perception of your brand-especially if the quality of it is unique and relevant to the lifestyle or interest of the recipient.
A nicely crafted leather wallet or even the latest electronic gadget could be one of the best corporate gifts and build credibility for your brand, whereby you have shown that indeed you would go the extra mile to ensure your clients and staff are happy. Such a good quality gift is just priceless, engendering goodwill and positive imagery toward one’s company.
Building Customer Relationships
Corporate gifting may be a good opportunity to build up relations with clients. A timely gift-including those given on holidays, as part of birthday surprises, or to say “thank you” for the success of an enterprise-will keep you in front of the clients’ eyes by reminding them how much value you will bring into their business. Regular gifting shows your direction: toward long-term relationships, which directly leads to better customer retention and brand loyalty.
Appreciation and Motivation of Employees
Corporate gifting does not necessarily involve only clients or business associates. It may even relate to one’s employees. Recognizing efforts and achievements, with well-thought-out presents from your staff, will improve morale and give them a sense of belonging to your company. Employees who are valued are more likely to be committed and loyal to the organization. Stronger internal culture and a way to build up a motivated, productive workforce.
Why BrandCare Solutions is Your Perfect Partner
With the rise in demand for corporate gifts throughout the UAE, there seems to arise a dire need by engaging a supplier who can deliver a quality product depicting one’s brand, along with understanding their needs. This has been the thing that has put BrandCare Solutions among the greatest corporate gifts suppliers within UAE, displaying a range for different business uses.
Wide Range of Products
At BrandCare Solutions, you’ll find a comprehensive selection of corporate gifts in UAE. From executive gifts like premium leather accessories to tech gadgets, custom apparel, and eco-friendly options, BrandCare Solutions offers a wide variety of choices. Whatever your gifting needs—whether for clients, partners, or employees—you can find the perfect product to match your brand image and goals.
Custom Branding and Personalization
Of these features salient with BrandCare Solutions, full customization of your gifts is important. Making a personal or telling statement may be one of the most important tenets in respect of corporate gifts. With BrandCare Solutions, you have the possibility to add your company logo, message, or your custom design to their products so as to complete the look that your brand deserves.
Premium Quality
The quality of the corporate gift speaks much about the brand. BrandCare Solutions doesn’t deal but with the best and durable products that speak for your business well. By selecting BrandCare Solution, you’re putting an assurance sign over the quality of gifts that you give out to others, and the impression high and lasting that they are capable of embedding into your receivers.
On Time Delivery And Quality Service
BrandCare Solutions thrive on punctuality, and with them, one can expect delivery in due time of corporate gifts whether it be big or small. The service from customer service representatives is second to none. Every help at each stage starting from product selection down to the delivery phase.
Sustainable Options
While businesses now are starting to focus more on sustainability, BrandCare Solutions combines eco-friendly and sustainable corporate gifting-from biodegradable materials to reusable products-to find the best fit for a corporation that fits into its values and satisfies its corporate social responsibility towards the environment.
Your Corporate gifts in the UAE Delivered by BrandCare Solutions
The best corporate gifts UAE are not just tokens of appreciation but a strategic means to boost brand loyalty and have healthy relations with your clients, employees, and business partners.
Corporate gifting is a greatly happening culture and setting trends in the UAE, the proper selection of suppliers becomes a chief challenge. BrandCare Solutions stands among the leaders in the provision of high-quality and tailor-made products that should be the reflection or at least a contribution to the values of your brand and leave an indelible mark. With custom corporate gifts, your business strategy will build up brand loyalty, create true connections with people, and lift your corporate image.
From premium executive gifts to trifles as keepsakes for your employees, BrandCare Solutions have a perfect solution for all your corporate gifting needs.
Brands/Products
Stanbic IBTC Pension Managers Re-introduces Self-Service Channels
By Modupe Gbadeyanka
The self-service channels of Stanbic IBTC Pension Managers designed to streamline processes and provide easy access to pension management services have been re-introduced.
The subsidiary of Stanbic IBTC Holdings Plc said it brought back the options as part of its commitment to enhancing customer experience by providing innovative solutions, putting them in control of their financial future.
The chief executive of Stanbic IBTC Pension Managers, Mr Olumide Oyetan, reiterated the firm’s dedication to improving pension management by enhancing ease and efficiency.
“By getting acquainted with and utilising these options to their fullest, customers can enjoy the benefits of flexibility and independence,” he stated.
Mr Oyetan further underscored the organisation’s commitment to leveraging technology to improve pension management for customers, ensuring the availability of the self-service channels 24/7 for checking account balances, updating personal details, or making enquiries seamlessly.
“These self-service channels empower customers to take control of their experience as we aim to meet and exceed their expectations through these user-friendly platforms,” he stated.
Business Post reports that one of such channels is MyPension Portal, accessible via the company’s website www.stanbicibtcpension.com.
It offers customers a user-friendly platform to manage their pension details effortlessly. This portal allows for easy updates of personal information, requests for reference letters to submit at schools and embassies, and the ability to switch between investment funds.
It also provides the convenience of accessing and requesting statements at any time, relieving customers of unnecessary stress and paperwork.
In addition, the Stanbic IBTC Pension Managers module on the Mobile App, available for download on Google Play Store and App Store, enables users to view their pension account balance, track contributions and investment performance, monitor recent transactions and contributions, and receive alerts for important pension account updates.
For those who prefer SMS access, customers can simply text “Help” to the shortcode 30388 from their registered mobile phone to receive instructions on performing various tasks via SMS.
The company has also streamlined the process for using contact numbers, allowing customers to connect to the Stanbic IBTC Pension Managers’ Interactive Voice Response (IVR) system for comprehensive guidance on a wide range of enquiries and transactions.
-
Feature/OPED5 years ago
Davos was Different this year
-
Travel/Tourism8 years ago
Lagos Seals Western Lodge Hotel In Ikorodu
-
Showbiz2 years ago
Estranged Lover Releases Videos of Empress Njamah Bathing
-
Banking7 years ago
Sort Codes of GTBank Branches in Nigeria
-
Economy2 years ago
Subsidy Removal: CNG at N130 Per Litre Cheaper Than Petrol—IPMAN
-
Banking2 years ago
First Bank Announces Planned Downtime
-
Sports2 years ago
Highest Paid Nigerian Footballer – How Much Do Nigerian Footballers Earn
-
Technology4 years ago
How To Link Your MTN, Airtel, Glo, 9mobile Lines to NIN