Transmedia Storytelling Marketing

Storytelling marketing could be implemented in various media.  Magazine, television, radio, brochures, websites, social media, films, video sharing platforms, blogs, vlogs – you name it. Each media comes with their unique characteristics, advantages, and disadvantages. In this multi-platform era, it would be hard to choose just one or two media for marketing. To reach larger audience, a brand should use as much media and platform as possible. This is one of the reasons why transmedia storytelling marketing is now on the rise.

Transmedia storytelling marketing is how we implement storytelling marketing in various media, offline and online, written and recorded. With this marketing technique, the story would be shared in multiple media platforms so it will reach more audience with different characteristics. With transmedia marketing, we should no longer worry if some of our targets marketing are YouTube geek, while some of them only watch TV, some of them love to listen radio, some of them only read newspaper, and some are social media fans. Whoever they are and what kind of media they are into, our storytelling marketing could reach them.

However, we should not misunderstood transmedia with adaptation. Transmedia storytelling marketing is not merely adapting the story from one media to different media such as from a book to film. Transmedia is more like taking a single story then breaking it into independent pieces, which are stand on its own that delivered via different platforms.

In transmedia, there would be one main story, which would be the main idea of all pieces of story for different platforms. Each story will be made different to suit different platforms. Each piece of story will stand on it own so you can understand this piece of story although you do not see, read, or watch other pieces of story.

However, each story makes unique contribution to the full story. If you keeping tabs on some different platforms, you will get richer stories. If you keep tabs on all platforms, you will get a full story. That is what makes transmedia marketing advantageous because it will trigger people to observe more platforms so they can understand the whole story. The more people see the story, the more it will stick on their heart.

The storytelling itself is quite similar in term but could be different in application on different platform. For example, storytelling in TV should be short but contain explosion while storytelling in written blog could be longer but should have more power in nuance. When creating story for different platform, we need to understand the characteristics of each platform, including the technology it used, the type of audience, and type of embellishment it required.

Storytelling is an art and transmedia storytelling is bigger art. If you want massive marketing for bigger result, you need to go with the trend. However, careful calculation is imperative before you decide to implement transmedia storytelling in your marketing strategy since the cost to create story in different platforms would be higher. In addition, make sure that there would be audience in the media where you will make the story so it would not be in vain.

Storytelling In Marketing Examples

Storytelling is an effective technique to market a brand or product. By telling a story, a company could deliver a clear message to the audience about what the brand is all about while catching audience’s emotion and motivate the audience to take an action. In the world today, storytelling is proven powerful to boost business value by over 20 times greater. To prove the power, here are some examples of storytelling in marketing that done well. *Please, note that storytelling could be delivered in various forms from writing to video.

  1. Star Wars could be one of the most successful storytelling. Based on the story of Luke Skywalker, Star Wars is now a gigantic industry of merchandise and games. They also give examples of how transmedia storytelling could be so powerful and effective in building massive marketing.
  2. Under Armour is also a successful story after this brand successfully took the second spot in US sport-wear market. The story about how the founder and CEO Kevin Plank created moisture-wicking compression shirt as a solution to solve his soaked cotton undershirt problem while playing football caught people attention, especially athlete that experience the same thing. This brand is also successful with their female marketing strategy with the story portraying strong and tough female that is fit with what female consumers want to see. This is a good example about how the story should put consumers as the main character.
  3. Google Stories are incredible stories. Since 2010, Google has been releasing “Year in Search” videos that tell the story about the entire year’s searches. The videos comprise moving and compelling stories about events and incidents that impacted the world. With such emotional content, the stories able to garner millions of views every year.
  4. GoPro is also said to be one of the best brand with storytelling. The story about the origin or GoPro name and the “Be a Hero” slogan successfully touch people heart and encourage people to live life to the fullest and become a hero of their own lives. This is what we called it understanding your customers and lead them smoothly to get behind the brand.
  5. Nike is a good example of excellent brand storytelling. Their equality campaign is one of the best. It tells the story of the company that strives for positive social change, more than just sport apparels. The story connected the brand with audience emotional. In the other side, it successfully created a smooth “call-to-action” by inviting people to join their collective movement by wearing Nike products.
  6. Warby Parker shared their stories with focusing on social consciousness. The mission of the company to stop eyewear industry monopoly and offer designer eyewear at a revolutionary price hits people heart. This storytelling success shows us that thinking of others than ourselves will gain higher level of respects. Moreover, the story resonated well with the press that helped to boost the campaign.

From the examples above, it is so clear that the story should be able to catch people emotion by understanding them.

Storytelling Marketing Strategy

Storytelling in marketing is something that has been implemented from a very long time ago. Nonetheless, in the heat of social media and content marketing, to tell story of the brand becomes more imperative. It could create personal connection between the brand and the target marketing. Then, it will inspire people to give their trust to the brand and take action to buy. That is the reason why storytelling becomes effective marketing technique that should come to be the key part of marketing strategy.
However, storytelling in marketing is not as if you tell your story to a friend without any goal in mind. In marketing, you have an objective and the story should able to make the objective fulfilled. To make it happen, you need a strategy that comprise an excellent brand narrative, the right media to put your story, and the right time to tell your story.
To create an excellent brand narrative, you need to do the following:
– Start your story with a hook that will catch people attention to listen or to read your story. Find something that will trigger their curiosity. You can start it with a question that needs resolution.
– When creating the story of your brand, you need to give the audience a role. This is the thing that will create personal connection with your audience. It would be best if you can make the customer as the main character while your company becomes the supporting cast. It will make your customers feel they are important.
– Make the narrative logical with factual story and add emotional element to it. A logical story is important because it will make people believe, but emotional story will lead to people’s care and trust. This could be the hardest part when creating brand narrative. In order to help you find the emotional element, you need to listen to people. The emotional element could be in challenge plot about overcoming great difficulty, connection plot about sharing the same thing, or creative plot about new way of seeing things.
– Since marketing is about selling, you need to sell your brand. However, make it indirect and subtle so your audience will not feel forced by your story to do something they do not want. Be creative and lead the way to the direction you want smoothly.
Once you finish with your brand narrative, you need tell your story in the right media where your target marketing is and in the right time when they listen. It is very important to choose the right media and the right time because no matter how great your story is, it would be wasteful if no one read or listen it. Please do some research to know which media is good and what time is best.
Storytelling is an art and it is not easy to create an art. However, thing will be possible if you try hard. Even more, you need to aware that stories are continuously evolving. What happen today will fill the story. Therefore, your storytelling marketing strategy should also evolve by time. As you have more experience, you can make it better.

What Is Storytelling in Marketing

Storytelling is defined as a way to use words to share a story, often with improvisation to reveal elements and images of the story to catch listener attention and encourage listener imagination. Storytelling is an art. It is an old art, which has been used since the ancient time. With the power it has, storytelling is used in marketing to breathe life into the brand and take the target audience into a journey that will form personal connection with the brand.
Telling a story to target marketing is more effective than advertise the brand with exaggerate words. A story could goes to the heart of people, make them remember it, and inspire them to do something. Of course, in marketing, the goal is to inspire them to love your brand and buy your product. That would be a marketing success.
Since the intention is to market the brand, the story to tell is should be about the brand itself. It could be anything, but just like a fairy tale, it should have an opening to set up the situation, the chronicle of conflict to pull the audience deeper into the story, and the closing of a resolution. Then, do not forget to the very important element in marketing that is “call to action”. The story should able to make people who listen to it take an action on your direction.
However, the “call to action” part is usually indirect. It should be a soft marketing. You do not push people to do what you want but you lead people to go to your way. In this way, people will not feel forced to buy your product but instead, people will feel connection to your brand, come to your store, and buy the product on their own choice.
To create the story to tell, you should look to the story of your brand itself. Every brand, every company, must have a story. From the day you get the inspiration to build your company to the very day, there should be a story. Therefore, try to remember and collect the whole story of your brand. This would be the starting point to create the story to tell to your target marketing.
You may think that your story is too ordinary and it must be not captivating. Yet, that is why storytelling is magical. It could turn ordinary story into something unique, something worth to tell. When you feel your is too ordinary, you should know that there is no two stories are identical, that should be something that makes them different. Find your differences and you can make your story unique.
An interesting story is something that flowing and logical. You need to embellish the story to catch people attention but do not add false story. Something factual will make your target believe it and continue to pay attention. Then, the story should not all about your brand and your product, something about your customer should be part of the story. Make your customer as one of the character in your story. It will create the connection. As the result, it will create greater impact.