Themed Week Marketing: Storytelling brings products and brand values to life

A person writing something into a note book
© Pixabay, User: StartupStockPhotos

Everyone loves a good story, whether it’s from a book, a proverb or a film. Good stories leave their mark, they linger on in our minds, and they’re shared with others. That’s why good storytelling works independently of channels – the triggered emotion is what’s important.

Traditionally speaking, industry tends to focus on the final product or on technical innovations. But how often are the people purchasing a product won over by individual ingredients or new features? Brands need both consumer attention and attraction to be successful. Drinking often goes beyond pure thirst. Consumers are looking to enjoy their purchase and expect to get something truly special out of it. There’s no shortage of products on the beverage market. However, in stark contrast to this endless supply and market diversity, brands are basically forced to express their uniqueness and to trigger certain emotions. The goal: to be the brand that pops up in every consumer’s mind when they think of drinks. Right now, in the beverage industry in particular, storytelling is an ideal marketing tool, since drinking and emotions are intrinsically linked.

Unusual stories surprise and inspire

Nobody spends time talking about the humdrum of everyday life, and that’s not the sort of content that generates likes or shares, anyway. People are drawn to unusual stories that appeal to their emotions. They also like to share those stories with others. Stories that offer some kind of a hero or a situation that we can all relate to are particularly good. Feelings are deeply etched into the brain, making associations with them all the more powerful. Reams of facts and figures only hinder the storytelling process.

Marketing leads: What excites the customer?

Beverages that are marketed with a special story will be remembered for many years to come. In addition to a good script, a good story needs distinctive players, including skilled actors and engaging characters that trigger our emotions. The hero of the story does not have to represent the brand itself. Consumers are far more interested in the background, the creation myths, the personalities, the challenges that the hero may face. The stories themselves can also focus on how the company actually operates: The use of regional ingredients, for example, or the technical equipment used in the production process. These elements improve both taste and quality. Marketing departments should always work hard to determine which “ingredient” evokes the most meaningful response in the consumer.

Storytelling: good stories live on through retelling

Storytelling is, obviously, only one aspect of a company’s communication strategy. Small businesses in particular, whether it’s a craft-beer brewery, a soft-drink maker or a cider producer, are currently using innovative storytelling to engage and enthrall consumers. But the big players in the beverage industry have run impressive campaigns over the past few years. Both Coca-Cola’s arctic holiday characters from the ’90s and the immensely successful Red Bulls Stratos campaign raised the bar.

The Innovation Flow Lounge at drinktec serves as a meeting place for marketing experts and is a great opportunity for visitors to share and exchange ideas. There will also be an engaging panel discussion on Influencing the Influencers – Using social networks for brand success. This event also provides visitors an opportunity to talk, share, and engage in stories articulated on social media.

If you’re looking for more marketing tips and trends, please click here.

The Innovation Flow Lounge is supported by:

  • Döhler
  • FoodBev Media
  • KHS
  • Sahm GmbH

Andra Gerhards

Andra Gerhards is a freelance journalist and copywriter. She focuses on topics such as marketing for town councils and local companies, (sustainable) consumption and retail.