Download Storyscaping: Stop Creating Ads, Start Creating Worlds by Gaston Legorburu PDF

By Gaston Legorburu

How to exploit strong instruments to interact shoppers along with your brand

Marketers, technologists, and company leaders are trying to find how one can extra successfully attach shoppers with their model. Storyscapes introduces "storyscaping" on the way to create immersive studies that remedy the problem of connecting manufacturers and shoppers. This publication describes a strong new method of marketing for the electronic age that consists of utilizing tales to layout emotional and transactional reviews for purchasers, either on-line and offline. each one connection conjures up engagement with one other, so the logo turns into a part of the customer's tale. Authors Gaston Legorburu and Darren McColl clarify how retailers can determine and outline the middle audience section, outline your brand's function, comprehend the emotional wishes of your shoppers, and more.

  • Shows find out how to map how the shopper engages with the class and product/service
  • Explains how one can boost an organizing suggestion and artistic plan for an immersive storyscape experience
  • Defines the function of promoting channels round the organizing idea
  • Establishes how expertise might be utilized to the experience

Learn find out how to degree, optimize, and evolve the client adventure by using powerful narratives that compel shoppers to shop for into your model.

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Additional info for Storyscaping: Stop Creating Ads, Start Creating Worlds

Example text

This reinforces the challenge of price- or value-based differentiation. We had to find a better way. Finding a New Way to Connect with Consumers. We analyzed the Ladbrokes business strategy, which at the time hadn’t included a meaningful digital perspective. We conducted research on betting behavior and the emotion of betting. Why do people bet? They bet to feel smarter, to enjoy intellectual reward. They also bet as part of a social mechanism, with friends or office pools. But one great thing we uncovered in our examination was that no single company was really exploiting the key emotional component of why people bet; it’s exciting!

Consumers feel, they sense, everything they need to know about a brand in approximately 4 seconds. Think about how this is true in your own life. Imagine you’ve traveled far, far away; you don’t speak the language or know much about the culture. You walk into a mall and simply look around, determining which initial stores to visit. As soon as you step near the entrance of any store, you can very quickly determine whether that store is “right” for you or for your mom, 43 01 PART ONE: Great Storytelling Alone Won’t Save Your Business whether it’s upscale or downscale whether they care about quality, whether they care about their customers, and so on.

Take a moment and assess how well you and your company are addressing the challenge of behaving true to your Purpose. As an example, look at the now long-standing cultural trend that is leaning toward a theme of environmental care. People want to be greener—or be seen as being greener—and they want to leave the world better than how they found it. Have you noticed the many companies that now position their products or services around that idea? Have you questioned whether or not they’re actually behaving that way?

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