Editor's Choice

A view from the marketing folk… If You want to create emotion, tell a story

A view from the marketing folk… If You want to create emotion, tell a story

Story Telling

We all got the memo, us marketing folks decided en masse to become story-tellers as well as marketers over night.

I have to say at the outset I’m 100% behind this, even though it sounds like ‘the usual marketing tosh’ that our industry is often criticised for. I also have to say that when I mean ‘marketing folks’, I mean anyone in the events industry as well, its where we belong, so this is all relevant stuff.

But why now? In my sector of the marketing mix (PR) we deal in emotion, so we naturally attach ourselves to storytelling. We talk about it all the time; telling the persons story, what is the real story here, lets go out and tell our story to the world etc. Storytelling is a creative process; we take ourselves into a child like state, ideal for creative thought. We think about story time, Jackanory and the like, sitting on the carpet; we take ourselves right back, call it retro plus.

The act of telling a story may be child like but the consequence is serious. While social media has sent one side of our brains communicating in 140 words or less, the other side is fuelling a host of media and digital spaces where people and companies can tell their stories, look at brilliant story telling brands such as TED (business) and The Moth (personal). These brands work because they understand that a good storyteller can create emotion and engagement no matter what the subject.

In the events industry we talk a lot about engagement, but lets not forget the emotion part as well. Events and PR work hand in hand, and PR’s use events for emotion as well as engagement; we know that experience marketing is one of the most complete ways to tell a brand’s story.

So what is your story, and how are you telling it, and most importantly who are you telling it to? If you want people to emote with you or your brand, tell a story.

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Over 20 years in the PR & marketing industry and 12 in the events industry, I’m in love with both disciplines. Where events create engagement, PR creates emotion. Where PR defines message, events define content. It’s great to be part of both.

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