Brand storytelling is the best marketing tool – Mogbolu
By Abimbola Mohammed
Storytelling is the best marketing strategy. It has been working and it will continue to work. But if you want your story to work effectively, you have to continue to think creatively.
The above assertion was made by Moses Mogbolu, Products Group Manager, Vitafoam Nigeria Plc. Nigeria, during the just concluded MARKETING EDGE Stakeholders Quarterly Virtual Summit, which had the theme: “Maximizing Marketing Efficiency in the Age of Changing Consumer Behaviour”.
Stressing the need for brands to leverage the power of storytelling to capture the mind of customers, he noted that for brands to get result for their marketing goals, customers, through storytelling, should be made the heroes that provide solutions to problems.
“If you want to your storytelling to work on your customers, you have to look at every customer as a hero and every hero has a problem, so your job as a marketing professional is to provide a guide that will help the hero to solve his/her problem. When the hero sees the plan you have put in place, that is a clear action that if he buys your product his problem would be solved, he will become a loyalist/ evangelist,” Mr. Mogbolu said.
Giving an insight on how brand owners can create a good brand storytelling, he suggested the need for them to determine the kind of story they want to tell; whether it’s a brand, product or customer story.
“As you are setting on the kind of story you want to tell, think about the structure of your story because the story should have its own way of creating lasting interest. Marketing strategy captures customer interest; once you capture and sustain their interest, the customer has a way to connect with you, then you get what you’re looking for,” he said.
Mr. Mogbolu advised that marketers/brand owners need to identify the type of framework to use when telling their story as he stated the approach he deployed as a product group manager.
“There are different frameworks, but I always use what we call P.A.S (Problem Agitate Solution) framework in my brand storytelling; it works by using a simple and salient approach in identifying the major problem customers are facing. Agitate the problem then, present your product, brand or service to solve the solution,” he said.
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