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Story Selling in A Winning B2B Integrated Marketing Campaign | Public Relations & Social Marketing Insight | Scoop.it

From www.fastcompany.com - November 13, 2012 10:15 PM

I've rescooped this article from fellow curator John Kratz because I thought it was so good. It is a great example of how a company ramped up business once it started sharing stories of its customers -- with customers as the heros. Take notes folks! And thanks John for finding and sharing this article.

The year is 2008 and you are in the Financial Services Business.

"How do you turn a quiet, sales-driven organization into a B2B marketing powerhouse?"

"Consider the story of Lincoln Financial Group, a traditionally sales-centric organization... The 106-year-old financial services, insurance, and annuities company..."

"Lincoln Financial had previously conducted research showing that the more people take charge of their lives, including their finances, the better they feel about the direction of their lives."

"While others in the category seemed to be drawn to using fear in their advertising, we felt the time was right to try a new, more optimistic approach."

"...the campaign showcased a video of women of all ages showing how they take charge of their lives and provided educational content to help women do just that. The PR focused on the research results. The Chief Life Officer ads continued the "take charge, optimistic theme," which was reinforced in social media.

"And how has the integrated campaign done?"

Read the success story here:

http://www.fastcompany.com/3002425/creating-winning-b2b-integrated-marketing-campaign

[Excellent case study ~ Jeff]

Via Ken Jondahl

Storytelling by Design | Karen Dietz | Public Relations & Social Marketing Insight | Scoop.it

From www.hotelinteractive.com - October 1, 2012 5:11 PM

If you want a seamless guest experience your hotel needs to have a story Heres an example how to turn story ...

This is a quick yet very insightful article linking the interior design of a hotel, storytelling, and women's liberation.

"Whaaaaattttt??!!" you say. Yep. It's a perfect example of how a hotel got creative and leveraged storytelling in order to market themselves more effectively, and increase sales.

The post about a New York City hotel that originally opened as the Hotel Martha Washington. It was the first hotel in the country specially designed for women only. Based on the the building's history, the new owners of the hotel created a persona that typified women who stayed at the hotel.

From there they created interior designs that connected together its history, the contributions of 12 women to our world, their identified persona, and their marketing efforts. Brilliant!

I love how this company translated storytelling into the physical world through its interior designs. More companies need to be doing this for enhancing both employee and customer experiences/engagement.

For all the details, go read this article. Like a chocolate truffle, it's small but rich with a lasting impression!

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;

[Very creative storytelling for business ROI ~ Jeff]

Story Selling in A Winning B2B Integrated Marketing Campaign

Storytelling by Design | Karen Dietz