How to connect with customers through stories

Have you ever heard the story about a foolish Scottish boy who spent every single cent of his US$500 inheritance from his deceased father on a broken grocery store?

Many shook their heads. Some mocked at his fate. Others scoffed at the idea of an inexperienced 14-year-old farm boy running a grocery store in the town of Kilmarnock. Undaunted, this boy turned his foolishness into bravery.

He kept walking.

That was his story. A beautiful one that established the heritage of one of the world's most recognised brands – Johnnie Walker. A whisky brand famed for its big, bold, layered tastes inspired by John Walker’s son, Alexander, who experimented with applying tea blending techniques to the art of whisky blending. He gave us the distinctive smoky, layered flavours we recognise today as Johnnie Walker.

Stories like these birth the soul of a brand. And people tell these stories generation after generation. They transform them along the way. Injecting them with opinions and experiences. Like folklores, which still exist today and will exist forever.

Why? Because they seduce the heart. They resonate with a common belief or passion that sits deeply rooted within our souls.

So how do we craft stories that can connect emotionally?

Resonate with a common passion point.
Forget conventional marketing segments. Disregard demographics, psychographics, geography, etc. People come together because of a common passion. To form a community and establish emotional relationships with one another. Nike Plus focused on one community: runners. They created engaging ideas and started conversations purely about running. Nothing else. Soon they found the world running along with them.

Make interesting facts more interesting.
If I say “Approximately 130 million bottles of Johnnie Walker Red Label is sold in over 120 countries every year,” you will probably go “so what?” However, if I rephrase that to “An average of 5 bottles of Johnnie Walker Red Label is consumed every second,” you will probably be more impressed. Narrating stories in a context that your audience can relate to helps stimulate the imagination.

Paint a picture.
Complex stories can be described vividly and emotively with a single image. National Geographic photographer, Steve McCurry shot a portrait of an Afghanistan girl in a Pakistan refugee camp in 1984. It captured deep yet mixed emotions within her and it became a worldwide sensation. 17 years later, Steve McCurry went on a search for her because her image lives on in his memory. Strong visuals are unforgettable.

In the digital age where 15 petabytes of data are created every day, companies are adopting data visualization techniques to help consumers digest information better. Last year, the US government launched www.recovery.gov to provide easy access to data related to the Recovery Act, which allows for the reporting of potential fraud, waste and abuse. The interactive data mapping helped people better understand the massive amount of information and complexities pertaining to recovery funds and projects.

Find the right moment.
I recall piloting a tasting session aimed at teaching consumers how to bring out the flavours of an alcoholic beverage. We had everything right. An interactive tasting tool, beautiful female promoters, attractive giveaways, and free booze for all. The results weren’t great because we were there at the wrong time. We intruded on people and tried to manufacture their behaviour instead of enhancing their experience with our offering. Stories engage better when introduced at the right moment. Tell a story only when people are ready to listen. And only at the right moment will brand experiences be enhanced.

Stir the senses.
A well thought-out multisensory environment can provide an experience that is immersive and personal. New Balance launched its first full experiential store in China that brings consumers on a journey of the brand’s rich past, present and future. Audio, visual and olfactory experiences add to the store’s unique character. The smell of natural wood, the comforting touch of leather, and a subtle fragrance actually sold more pairs of shoes at a higher premium as compared to stores with a conventional setting.

Invite and involve your audience.
In 2006, Pepsi fired up conversations with one of its most successful Internet advertising campaigns in China. They invited consumers to write screenplays for the hugely popular singer-songwriter Jay Chou. By choosing the right spokesperson consumers can connect to and leverage their passion for music. Pepsi pushed the boundaries further by making the inaccessible accessible. Inviting millions of once passive viewers to participate in something larger than life, fulfil their own fantasies and make a difference.

Stories are an emotional force to be reckoned with. They make your brand alluring and most importantly, human. Craft it well and you will move your consumers. Just like Johnnie Walker, touching millions of people who have embraced the spirit that flows through the veins of the brand.

So what’s your story?

Got a view?
Email marie.green@media.asia