The Internet-age and the rise of social media have changed consumer communication for good. A 2016 advertising analysis states that more than 35% of Danes hate paid ads, and worse still, less than 7% pay attention to them. Interruption is not welcome, millennials are cable-cutting, and more than 25% of all Danes today are using ad blockers. It is time for a change.
The number of media platforms have exploded this decade, and the average Danish consumer is exposed to more than 3000 commercial messages every single day. Only 10 of these brand logo’s, banner ads, social posts, TV ads etc. lead to purchase consideration.
"Story-doing is essentially about walking the talk"
Consumer trust has to change. Today, consumers believe less in what you say, and more in what you do. They buy your actions, not your words. To marketers, it means that it is time to stop telling your brand story and start doing it. Smart people have named this the shift from story-telling to story-doing.
Story-doing is essentially about walking the talk. It is about proving your belief, purpose or message through your actions. If you are a beer brand wanting to state that you are probably the best beer in the world, you will show it by using your superior brewing skills to brew the father to most beers in the world. If you are a small audio brand that wants to connect with the global hip-hop scene, you enable your target audience to get a record deal from the coolest hip-hop label in the world.
"story-doing companies spend about 1/3 on media to reach the same audience"
You don’t just tell a story, you do the story - and the impact is significantly different. According to Harvard Business Review, story-doing companies spend about 1/3 on media to reach the same audience, are primarily PR-driven, and generate about 6 times as many mentions on social media. Return on marketing investment is significantly higher, and most even have a better bottom line compared to traditional storytelling companies.
To get going, you don’t need a revolution. You simply need to think different and ask yourself not how to tell your next brand or product story, but how to do it?
If you want to learn more about the subject and how you can apply it, don’t hesitate to get in touch. We will be happy to help you get on your way.