How To Use Storyscaping In Marketing Strategies
Have you ever heard the term Storyscaping before? In this blog article, you will know what this new concept of marketing is and how you can apply it to your strategy. In addition, you will know some tools for you to carry it out, and thus, get the most out of it. For years, many brands have used storytelling as a way to connect with potential customers, while communicating brand values. Today, stories are still a fairly effective technique, but in recent times it has undergone an evolution. The new version of storytelling is Storyscaping , which seeks to create corporate stories that seek to seduce and convince. Now you don't have to limit yourself to simply telling a story to your audience. Thanks to it, you will be able to design a world that is tailored to you.
What Is Storyscaping?
But what is this about? Is it going to be a good tool for your brand? How can you involve your target audience much more? Stay in this post to know all this and solve the doubts you have about it. So what is Storyscaping for marketers ?
When you are looking for its meaning, you are most likely to find phrases and quotes that say the following: "make your client the hero of the story. " But where does this idea come from? This term was born in 2014 in the book Storyscaping: Stop Creating Ads, Start Creating Worlds by Darren McColl and Gaston Legorburu. In this book, the authors explain this concept in detail. It is a very novel marketing technique whose objective is to achieve more engagement from leads while transmitting messages through a story that conveys emotions. It is a new concept that will combine the power of stories with the experience of creating worlds. In this way, customers will connect much better with brands.
How Storyscaping Differs From Storytelling?
Storytelling has evolved to become what is now known as Storyscaping. It has sought to advance so that consumers live the stories that brands have, instead of buying them. Therefore, it is going to be a trend that seeks to take consumers on a narrative journey so that they can live the story. In this way, a world of immersive experiences is created, which have the potential to inspire different emotions and connections. This is where the consumer will become the hero of the brand's history. On the other hand, the brand is going to become a mentor. This is how the user will undertake a search where he can satisfy all his emotional desires while the brand will align with the wishes of the hero.
Storyscaping Is A Strategy With Many Big Business Benefits
This is a technique that will provide many benefits to your marketing strategy. Therefore, it is important that you know everything it has to offer so that your strategy achieves the established objectives. Below are the main benefits: When the client becomes the protagonist of the story, it becomes an active entity and ceases to be passive. What does this mean? Customers are encouraged to carry out various types of actions, such as purchases or reservations, for example. Here the brand will adopt the role of a mentor. In other words, the brand will accompany that user at all times while offering them different ways to solve their problems.
Unlike storytelling for marketing , stories don't have to end. Here you can develop many adventures, trips, experiences, etc. These are going to be connected to each other. In this way, the user will evolve along with the brand.
Storyscaping's 4 Primary Components
It is a concept that has four pillars. As the 4 are connected through shared experiences and values, they create what is known as the "hero's way. " But what are these 4 primary components?
1. Brand Strategy: It is in the brand where the hero finds his mentor since they share the same values and purposes. It is the discovery of purpose.
2. Consumer Insight: Here is the fight, the call, and the search for that mentor. It is about the meeting of desire.
3. Product Positioning: The mentor, in this case, the brand, will give a magical gift (service or product) to his hero, in order to satisfy his desire. The product is defined and an experience is created.
4. Consumer Journey: The hero is going to return home to complete his story, which in this situation are necessities.
A Hero's Journey
An example can help you understand this concept. The hero's journey or the hero's way may be learning a new language. In this way, the brand or mentor will give a course where you can practice the language, which will magically improve your fluency and understanding. A shared path will be created, where the hero will improve his command of the language while interacting with people who are native speakers. In this way, your brand will show the value of your service or product, while creating an emotional connection with your customer. A strategy that encompasses five advantages This is a methodology that is going to be very important for you to get the most out of your marketing strategy. For this reason, it is essential that you know what are those advantages will help you so that your marketing strategy obtains the benefits you are looking for with your business:
1. Creates Lasting Ecosystems
The data that has been collected about your campaigns can be observed for an extended period. That information can help you in story development, long-term product evaluation, communications, and services.
2. It Improves Customer Experience
How can you adapt storyscaping to a set of experiences that seek to more efficiently produce behavior that produces a purchase by the user? Adapting these experiences to make the experience more memorable is easier than you think. But it is not easy to prevent experiences from looking like fiction. By following this technique you should try to do everything in an effective way, although many times these dimensions are not entirely in agreement.
3. Connected Thinking
You should always ask yourself if you are working from a point of view where you “focus on the brand” or if you are “focused on the answer”. Very rarely will you find competitors who seek to break boundaries in order to connect with these two worlds? However, it is important that you follow this connected thinking since it will generate better results. In this way, a set of new and evolved skills will be necessary, which are called "brand response". The result that is obtained is much more effective communication, as well as better positioning of your brand.
4. It Will Favor Decision-Making
The goal of creating a storyscape is that it can answer these crucial questions: What marketing efficiencies are going to be spread across the channels? How are social and non-traditional connections going to amplify other channels? What is the return on investment that drives non-traditional marketing? Because this is information that is modeled through channels, it will offer a much more true and holistic view of what the results are. In this way, more efficient and effective decision-making is generated.
5. It Will Promote Systemic Thinking
What new ways will you be able to use to measure the effectiveness of the customer experience? You have to take into account the five dimensions of experience: control, access, adjustment, meaning, and continuity. These are used to evaluate the performance of a campaign, design, or interaction according to the experience that storyscaping has provided. The goal is for you to be able to undermine these realities so that when you use them, you drive the creative execution of your story while informing the dynamics of systems thinking.
How Should Your Business Utilize Storyscaping In Its Marketing Strategy?
One of the best ways for you to use this strategy, and thus create a significant distance with your competitors, is to create experiences that have your user in mind. In them, you have to invite him to continue enjoying and knowing much more about your brand. The stories are not going to end, but you are going to develop many experiences for the consumer to evolve with the brand. It seeks to take clients through the storytelling journey to live their stories while creating a world of unique emotional experiences. All of them will be interconnected in the story.
Now is the time to start implementing this storyscaping marketing strategy in your brand. With storyscaping you can retain your consumers so that in the near future they can become walking and talking referrals for your brand.
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