Brand Strategy, Messaging•
on December 20th, 2010•
Here’s a little exercise that I’d highly encourage you to try some time (especially if you’re a marketer). I’ve seen it work in settings large and small, and it strongly demonstrates the power of story each and every time. It goes like this:
Grab someone you know (or a total stranger for that matter). In the next minute, share with them a story that is told in your family about another member of your family. Next, ask that person to summarize what that member of your family cares about. I’ll bet you they nail it. Based on one 15-60 second story, they’ll be able to summarize one or more of your family member’s personal values.
Lisa Watson, co-founder of Cupcake Jones, shares a funny story about testicular cancer!?
Wouldn’t you love it if you could tell such an effective story about your company!? YOU CAN! We, as marketers, spend hours every day crafting language, when we could be capturing and sharing the stories that exemplify our company’s values and benefits. Like never before, it’s time to become storytellers rather than wordsmiths.
For a little fun, and an example of this exercise in action, watch this clip from the session I did with Gary Hirsch at GoGreen ’09. Watch the whole thing or jump to the 26 minute mark for this specific exercise.
-Scott
Green Marketing, Trends•
on January 29th, 2010•
I recently spoke at the GoGreen Conference here in Portland, and during my remarks I referenced a recent study from Grail Research that showed that “85% of consumers are either unaware of–or cannot recall–the green initiatives of companies like Hewlett-Packard, Estee Lauder and Intel, even though those companies are recognized as leaders in sustainability.” My point in referencing this study was one part frustration and one part celebration. Frustration because I am a true believer in the need for corporations to grow their sustainability efforts, and that buyers will ultimately reward them for it. Celebration because throwing money at green marketing is not working for companies with huge budgets, leaving the door open for small business to compete with their own green message–if they do it right.
And the way to do it right? Quit talking about what you’re doing to be more sustainable and start SHOWING it. Invite your customers, prospects, and employees into the process, and live a more sustainable existence together. Thanks to social media and the power of storytelling among other advancements, the barriers are effectively gone–and the costs are tiny compared to what HP might pour into a single ad in the Wall Street Journal.
And while From The Rooftops would love to help, you might not even need us. We’ll explore this theme and others here over the coming months, and hope you’ll find the conversation rewarding. –Scott
