DATA-DRIVEN STORYTELLING
Nothing Engages Your Audience More Effectively Than A Compelling Story. But To Do This Requires Understanding Who They Are, How To Reach Them, And What They Care About.
Successful brands know how to capture the attention of their target market with effective storytelling. But what types of stories does their audience want to hear? What intrigues them? Motivates them to act? This is where accurate data comes in.
Learn About Your Audience
Data analysis and analytics today has the scope and power to pinpoint specific characteristics of your primary audience: gender, age, education level, income, family size and type of home, cultural background, the neighbourhood they live in, their preferred shopping destinations, the make of car they own or would like to own, the TV programs they watch, how they commute to work, how they spend their leisure time… You name it! These demographics are vital to determining the best media format and type of story your target market will appreciate.
Determine The Right Channels
Once you have a clear understanding of your target audience, the next step is to select the most effective ways to reach them. Is it through billboards, social media, TV, radio? It’s often a combination of media. While millennials tend to favour social media platforms – Facebook, Twitter, Pinterest, Instagram, etc. – that’s not so much the case for boomers. Again, current data enables you to accurately determine the most effective channels for your intended market.
Create The Story
You can now craft the story or stories that will engage your audience, matching the format to the selected marketing channel(s). Visual storytelling is often the best approach across most channels, whether it be through a high impact ad or a quality video. Your audience is far more likely to react to and remember images and feelings than facts or text.
The most memorable stories are simple. They’re often about people and personal experiences that your audience can relate to. Remember the Dove ads that used “real” women of all shapes and sizes in their Real Beauty campaign? These women connected with other women like them through a simple story: Real beauty isn’t about looking like a supermodel. It’s about being true to yourself and what you believe in. The women who told their stories expressed values that the target audience shared. The campaign was hugely successful in producing a stronger affinity with the brand.
Finally, there’s a secret sauce to continuing audience engagement: Once you’ve created a compelling storyline, maintain an ongoing presence through follow-up stories, all with a consistent message.
Measure Results
Data-driven storytelling is measurable. Consumer response stats alert you right away to what is working and not working, so that you can adjust content quickly to optimize results. The key is to keep learning what people want and need, and to respond in an ongoing, fluid manner that maintains active engagement.
Talk to us
Determining your target audience, the most effective communication channels for reaching them, and compelling stories to share with them, is not a simple process. Brand Grow Media provides the expertise you need to create a targeted strategy that accesses the right data. We will distill insights from this data and from there develop tailored story content that weaves your brand into a comprehensive campaign.
The end result is a data-driven storytelling strategy that engages your audience, builds their connection with your brand, and motivates them to buy.