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Marketing storytelling pays dividends

April 24, 2008 | Hospitality Industry

Consumers in every demographic, ethnic group and vertical sector are doing whatever it takes to ignore sales messaging. While the majority of brands continue to use “interruption” style strategies, even in the face of this trend, some are turning to “storytelling” instead of overt advertising.

According to Yankelovich research, seven in ten Americans would pay money to block or skip advertising and marketing messages. Almost six in ten consumers go “out of their way” to avoid brands that overly market their products and services.

Consumers in every demographic, ethnic group and vertical sector are doing whatever it takes to ignore sales messaging. While the majority of brands continue to use “interruption” style strategies, even in the face of this trend, some are turning to “storytelling” instead of overt advertising.

Storytelling, sometimes referred to as content marketing or custom media, consists of delivering the brand product message as relevant and compelling information. Instead of marketers following a playbook, storytelling requires much the same mixture of rational and emotional messaging that you’d find in a New York Times feature, or even on primetime television drama.

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