The Power of a Story

My sister runs the bookstore at Iowa Western Community College in Council Bluffs. They just switched from a Pepsi campus to a Coca-Cola campus. As part of the rollout, Coke brought in a special Coca-Cola machine that, when hugged, distributed a free can of soda. I loved hearing this story (and so did the local news). The experience is simple, personal, inexpensive, engaging, unexpected, joyful, shareable, measurable, replicable, and adaptable.

Connection

Generic gifts won’t capture this kind of response. If your gift doesn’t evoke connection, it won’t build loyalty. Learn about your audience and meet them where they are. What makes them tick? What makes them tickle? Be deliberate about the emotional response you’re intending to evoke. Are you trying to be funny, unique, resourceful, supportive? Then tailor your story and experience accordingly.

Make the interaction participatory; engage them in the activity or conversation. Demonstrate that you listen; affirm the individual. That personal connection makes you into a person I want to be around, that I want to be like. If you make me feel special and accepted, I’ll be back.

Surprise

Unexpected moments stick in memory. Experiential marketing can quickly evoke a smile and create a memory that will linger. Even a simple experience, like a selfie with a mascot or a mariachi band in the grocery store can create an easy story to share with friends, family, and on social media.

Delight

Pair the experience with a special gift to reinforce the story and the impact.

Great gifts are functional, shareable, or just plain fun. Limited editions, clever designs, or multi-purpose items make your swag something people want to use and keep; the shirt from the t-shirt cannon is more special than the one from the merch booth. The poster with the signature is more cherished than the one without.

The story is important because it reminds your audience why they are loyal to you and not the other guy. What’s the story you want them to tell?

Tell us your story.