The key to every great brand is the story behind it. For Coke, it’s all about optimism. For Nordstrom, service is the key. At Pro Motion, we’re all about being the best, not the biggest.
Every event marketing program needs to be consistent with the story behind the brand. Telling the story in a compelling way is the difference between an interaction and an experience. Here are a few examples from our clients:
Bosch Power Tools – Bosch Power Tools are all about durability and toughness. So with their field marketing programs we establish a durability story. Dropping a Bosch Power Tool from ten feet is a compelling way to tell the durability story and consumers get to experience the toughness first hand by dropping the tool and seeing it doesn’t break or quit – a sure key to anyone who makes their living with this tool.
Hewlett Packard – HP’s software division is all about making their customers lives easier through technology and innovation. Providing a mobile vehicle tour focusing on demonstrations of their latest software tells the story of how this innovation accomplishes the goal for current customers and their prospects. Taking the tool directly to their customers in this B to B mobile tour environment cuts through the clutter in the marketplace and provides a focused one on one customer participation.
CNN – CNN’s story is all about gathering consumer generated content and sharing that content on their website and on-air. By building interactive areas that allow viewers to share their opinions, ideas and expressions, the visitor has the ability to create his own experience and one that is valuable to him.
So, what’s your story? How are you telling it to the masses and to the few? If you asked 100 people to tell you what they think your brand’s story is, what would they say?