{"id":5955,"date":"2019-08-06T18:48:44","date_gmt":"2019-08-06T15:48:44","guid":{"rendered":"https:\/\/www.weareharrison.com\/?p=5955"},"modified":"2023-11-11T13:00:29","modified_gmt":"2023-11-11T13:00:29","slug":"storytelling-really-connect-with-your-customers","status":"publish","type":"post","link":"https:\/\/www.weareharrison.com\/storytelling-really-connect-with-your-customers\/","title":{"rendered":"Storytelling \u2013 really connect with your customers."},"content":{"rendered":"\n

How to Connect With Customers Through Storytelling<\/span><\/h1>\n\n\n\n

Behind some of the greats in the business, there\u2019s often an origin story. Richard Branson started his first business out of a public phone booth, known in the creative world as \u2018the hero\u2019s journey\u2019. These stories have gripped us since mankind first huddled around the fire, telling engaging, potentially life-saving tales of the tribe.  We are all storytelling creatures.<\/p>\n\n\n\n

Hollywood screenwriting instructor Robert McKee<\/a><\/em> argues that stories \u201cfulfil a profound human need to grasp the patterns of living \u2014 not merely as an intellectual exercise, but within a very personal, emotional experience.\u201d Creating an immersive experience that tells the origin story of a product \u2013 and where it\u2019s heading \u2013 can be an effective way to engage with customers on a deeper level than more traditional marketing methods. The key to making them work \u2013 the same as Hollywood blockbusters and tales around the campfire \u2013 is memorable, instructional storytelling that resonates with the audience.<\/p>\n\n\n\n

Experiential marketing is still working. Developments such as the \u20ac16m expansion plan for the Guinness Storehouse (Ireland\u2019s most popular visitor attraction), Disney\u2019s Star Wars Hotel and Urban Adventure, a new concept we are currently developing. Urban Adventures, a unique, immersive, adrenaline-fuelled, extreme sports activity entertainment concept. Building on all the guest’s senses to create F&B that is a core part of its DNA.<\/p>\n\n\n\n

These days, companies are more likely to use immersive experiences to reach new and existing customers via pop up that showcase brand innovations. Even for celebrities, institutions and IP-based products, telling the story of the brand now need to be more engaging than a few boards of old photographs, a shelf of \u2018packaging through the ages\u2019 and behind-the-scenes How-It\u2019s-Done videos.  Even when your product is well established, how can the story go deeper?<\/p>\n\n\n\n

That\u2019s where sensation comes into the picture \u2013 at Cadbury World, the Heath Robinson-style gurgling, purple \u2018chocolate machine gives visitors a taste of what\u2019s in store,<\/p>\n\n\n\n

Of course, it\u2019s a good idea to make sure the story you\u2019re telling isn\u2019t a Tall Tale.  Consumers are only ever a few clicks away from a deep dive into a company\u2019s public profile. Visitor attractions ought not only to reflect the sensations you want your brand to conjure up with loyal and new customers but also be able to go through the ups and downs in the history of your organisation and pluck out the tales that demonstrate what the company is really like and what the brand stands for. And it\u2019s OK to admit to mistakes (short-lived changes in brand recipes that caused a public outcry, for example) \u2013 that makes you more relatable; more human.<\/p>\n\n\n\n

When brands get it right, their visitor attractions morph into something beyond a marketing exercise and become tourist destinations in their own right. Places like the Jamison Distillery and Legoland ask their audiences to travel and pay for a brand experience.<\/p>\n\n\n\n

Harrison is obsessed with telling beautiful stories for brands simply designed for people.<\/p>\n\n\n\n

Creatively driven. Passionate. Provocative.<\/p>\n\n\n\n

It\u2019s your story. It\u2019s yours to tell. Find an honest, engaging way to show people not only what or how, but why<\/em> your company does what it does they will feel connected to your brand. That\u2019s human nature. We specialise in storytelling and creating brands that are underpinned by the hero\u2019s journey, why no drop us a line or email us.  https:\/\/www.weareharrison.com<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

How to Connect With Customers Through Storytelling<\/p>\n","protected":false},"author":5,"featured_media":5954,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44,42,43],"tags":[22,40],"acf":[],"yoast_head":"\nBrand Storytelling: Connecting with Customers | News | Harrison<\/title>\n<meta name=\"description\" content=\"Brand storytelling helps customers to connect with your business on a deeper level. 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