Narrative Marketing: Tell Me, Don’t Sell Me!
The principles and practice of ‘tell me, don’t sell me’ and ‘know me, than show me’ resonate more than ever with consumers in this day of corporate greed, government gridlock, civil unrest and social media. New and existing products and services are vetted via Google, Facebook, Twitter, YouTube and Bing where ‘comment and share’ tactics are applied by critical ‘prospects’. The ‘narrative’ approach, a direct descendant of the testimonial, has become noticeably more popular recently but it has existed for a long time.
As the lines between PR and Advertising continue to blur across the on-air and online digital landscape I expect the practice of narrative marketing will continue to flourish. The question is who will devour who’s slice of the pie? Progressive PR pros have a small slice and should package in small (sometimes large) media buys to jump start and enhance earned media campaigns. Here are two examples:
Progressive, or possibly regressive, advertisng pros revisit and reembrace the power of the narrative message. Here are two examples from an industry that needed to, and did, regain public trust:
Hopefully, I placed the spots in the right category. Differentiating PR from marketing is becoming difficult, which is good. Few effective communications agencies solely focus on paid or earned media. They blend both to drive the desired outcome. Some of my clients are in ‘PR’, others in ‘Advertising’ and more frequently of late … integrated marketing communications. In my opinion, it doesn’t matter what kind of communications pro you call yourself … Just deliver messages that evoke outcomes that drive measurable results.
If you’re in business, that ineviatbly means profit. Be a pro the CFO, CEO, shareholders and customers would love. Then feature them all in narrative videos. And, yes PR pros, at times that means strategic micro-media buys that spark earned media campaigns. I call it narrative marketing, but the name does not matter. Results do.
It relies on real people with real stories to deliver key messages. Few, if any graphics.
Effective tool for marketers that want to build trust, soft sell concepts, products and services.