July 20, 2016
Whether your business is in slow season or off-season, revamping your business' story is crucial to its success. Due to the constant exposure to marketing stimuli, a business needs to continue to be relevant with its audience. Developing a plan can be difficult. A few ways to remain top-of-mind is through build up, joining a bigger story, or creating a new story.
Build up is an excellent way for businesses that have a heavy focus in events or a particular season. The more an audience is reminded about upcoming occasions, the more likely will make their plans surrounding the business. A major consideration; however, is timing. Build up can only be done right before key elements of your business' story are about to take place. For example, if your business is a restaurant that thrives during spring/summer months, start ramping up your story during the end of winter. You can do this by highlighting seasonal dishes and your outdoor dining atmosphere. This way as soon as warm weather begins, your restaurant is already top of mind with your audience.
If the off-season is not producing a narrative, sometimes joining a bigger story can be appropriate. Today, businesses are more integrated with culture, local, and national news stories than in the past. Finding your position within an existing story can help develop your business' own story. Joining a bigger story has to be appropriate and relevant in order to further your business' goals. For example, a current trend is a popular app called Pokémon Go. While your business might not be familiar with the Pokémon franchise before, you can get involved in the trend now by encouraging visits to your business through nearby "gyms" and "Pokéspots". By becoming part of a bigger story, your business will become more relevant and relatable to your audience.
Other times the best strategy is creating a new story. Businesses are multilayered, and consist of many different perspectives. Finding a new way to approach the same business day can breathe new life into a story that has become mundane. Even when it appears that nothing fresh is happening, there is always something new on the horizon. Developing a new story might involve some serious brainstorming, but every business has a story to share.
Storytelling is a task that has to be nurtured and updated throughout the year. Taking a break from that responsibility can cause your business to become irrelevant to your audience. Even when the business seems dull, there is still a story ready to be told.
"For a truly effective social campaign, a brand needs to embrace the first principles of marketing, which involves brand definition and consistent storytelling." ~ Simon Mainwaring