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Why Customers Are Your Best Storytellers

by David Beebe / Thursday, 20 July 2017 / Published in Marketing

Like it or not, we live in a world with so many screens, yet so little time.

The amount of messages we receive from work, friends and family can feel overwhelming at times. On top of that, we’re bombarded with messages from brands every day. It’s estimated that we we see 300-700 marketing messages per day. It’s no wonder it’s harder than ever for brands to break through the noise. In an ever-changing media landscape where brands no longer control the message and interruptive marketing is ignored, brands have to find new ways to be relevant, engage and build loyalty with consumers.

One of the best ways to accomplish these goals is to transform brands from advertisers (pushing messaging on consumers that adds little or no value) to storytellers (engaging messaging that entertains, informs and solves problems).

Dustin Hoffman sums up the power of storytelling in a television spot for Sky Atlantic HD:

“Stories. We all spend our lives telling them, about this, about that, about people. But some stories are so good; we wish they’d never end. They’re so gripping; we’ll go without sleep just to see a little bit more. Some stories bring us laughter and sometimes they bring us tears, but isn’t that what a great story does? Makes you feel. Stories that are so powerful, they really are with us forever.” – Dustin Hoffman

Word-of-mouth marketing is hands down one of the best ways to convince and convert more customers to your business.

When consumers actually take their eyes off of all the screens and engage with their friends, family and colleagues they are telling stories and often making recommendations. It happens in homes, offices, online every day and in every language. The power of a positive recommendation is huge, and the recommendation is often based on a story about an experience the person had with your brand.

84% of  consumers say they either completely or somewhat trust recommendations from family and friends about products — making these recommendations the information source ranked highest for trustworthiness, according to Nielson.

As marketers, let’s continue to push the envelope with storytelling we create, but let’s not forget about our best storytellers — our customers.

Tagged under: content marketing, customers, marketing

About David Beebe

Content Decoded, founded by David Beebe, who AdWeek called “A Branded Content Master Who Makes it OK to Love Marketing," and named by Ad Age as a “forward thinker, risk-taker, and rainmaker in marketing," knows how to navigate the intersection of Hollywood Storytelling and Brand Marketing to create what's next in media and marketing. In multiple industry firsts, Beebe founded and led the Disney/ABC Digital Content Studio, producing derivative branded content for Ugly Betty, Grey's Anatomy, Desperate Housewives, and Scrubs. Beebe was honored by the Emmy for outstanding creative achievement in interactive media for producing the 83rd Oscars Digital Experience and led the launch of the first ever full episode player on ABC.com, which was also recognized with an Emmy. Crossing over the isle to the brand side, Beebe became the first ever VP, Global Creative + Content Marketing at Marriott International, where he founded and led the Marriott Content Studio, producing premium story-driven brand films, tv shows, documentaries, magazines, books, and other branded content for Marriott's portfolio of 30 brands, including brand publishing platform Marriott Traveler and created M Live — Marriott’s groundbreaking first ever global social media brand command centers around the world, which were honored with a Cannes Lions Award for the use of data in storytelling. Beebe also produced programming for Yahoo Originals, DIRECTV, Showtime, and PBS. Brands, media companies, and creatives who partner with Content Decoded get access to the same creative and strategic insights, real world industry experience, and market intelligence that Beebe uses to transform brands to think consumer first, think like a media company, and transform marketing from a cost-center to a revenue center.

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