Putting a new product into the market is a challenge that requires creativity when trying to get the public’s attention. Your launch can be innovative, qualified and the audience may be waiting for it, but a storytelling strategy can still increase engagement.
It is not enough to awake the desire to consume. In order for you to introduce a recent product in the segment it is also important to show the public how this new thing can be interesting. For that to happen, it is necessary to emotionally engage people, approaching the audience with specific techniques.
This post will discuss storytelling applied to the launch of new products! See how it is possible to increase the expectation of the audience and get consumer acceptance.
What is storytelling and how does it work?
The literal meaning of storytelling is “to tell stories”, but it actually means “narrative”. The term is really perfect and very suitable when we understand what this strategy is about. It is a marketing technique that is intended to really develop a narrative to reinforce a concept, an advertising campaign, brands and products.
In order to do that, big companies create a script in which the proposal is to build a story that can engage the target audience to finally transmit a message to them. Storytelling as a marketing strategy is applied with the aim of creating the feeling of identification between consumers and brands and then showing them that a certain product, service or company really understands what they need.
The approach of the persona pain points
Catching the consumer’s attention happens through the approach of the persona pain points, or in other words, storytelling campaigns that mention a core problem. It is usually a common point between the character of the narrative and the brand’s target audience and it is precisely what generates the feeling of proximity. It exactly in this moment that the consumer feels that the message is for him.
Storytelling narratives bring stories, testimonials and even fictional scripts which introduce the pain and, then, the solution, which is always carried by a service or product that the company provides. At this moment, through engagement, the consumer is convinced that the brand sells the solution to a recurrent problem that he has.
Why should I apply this technique in product launch?
The storytelling strategy is one of the most used resources to generate impact onto the target public, and there are reasons for it. This technique stands out due to a main fact: emotional appeal.
How can you launch a car into the market with so many options and be successful? Maybe it would be a good idea to show how this car can be used in modern daily life, with several of its features being shown in its digital panel. How about new beers being launched? A happy narrative that shows an outside barbecue with friends can resonate to its target public.
The idea is to always bring memories, ideals, concepts, expectations and values that are cherished by those who will be impacted by the advertisement, and thus build a convincing narrative. High chances of success are expected if there is identification and engagement between the target public and the brand or product.
Engagement will surely happen
Storytelling is able to show the personality of a brand through its campaigns. If the tone of the message and the language are appropriate, the narrative is interesting and the product or service brings a direct solution to the pain point of the persona, then the public will quickly become responsive to the proposal. Thus, engagement is almost immediate!
Narratives can easily make people get engaged with them
There are no recipes for the right approach of a narrative: they can be realistic, fun, emotional or motivating. Each product launch will require a specific narrative. What really matters is the story being well developed, and its idea creating an impact. When these pillars are well developed, there are really plausible chances of getting consumers' engagement
What are the benefits of storytelling as far as its impact onto the public?
Launching a product is a unique experience. Doing this with a storytelling strategy is the greatest opportunity of making this moment a historic point. Creating the appropriate narrative brings you benefits that very few marketing strategies are able to offer.
Transmitting a message in a unique manner
Storytelling has a unique proposal. Whether it is through videos, or just through simple advertising pieces, the way the story is told catches the public’s attention and generates different feelings in the audience. This moment can be an interesting opportunity to develop the public’s interest in the new product.
Creating emotional appeal
Marketing narratives are based on emotional appeals, no matter what feelings they explore. This is the great differential of storytelling concerning the way the brand positions itself with regards to its target public. There are several ways through which a company can touch the feelings of the public and this is a great way to introduce a new product.
Approaching current issues
Current issues we are dealing with as a society are always important, specially if your target public is composed of attentive or engaged people or even if they are part of certain groups. If your project is sincere and you really care about those causes, you can build a narrative that is focused on a certain public and approach certain people who fit the chosen issues.
Why is it important to be assisted by an experts?
A good storytelling strategy for launching products needs to be built by specialists. This makes a difference if you want to have a campaign that meets all the requirements you have previously read about. Therefore, the best decision you can make is to have an expert marketing company deal with all those actions, because they have the necessary expertise to do so.
A portfolio of several different campaigns, different publics and products can bring a broader point of view to the table and the ability to work with any challenge. Having experts join you in your product launch is something that will help you make sure your launch will carry the right message and will catch the attention of the target public.
Storytelling is definitely one of the best strategies for introducing something new into the market. And in your search for results, Action Labs can offer you a highly qualified team to develop a narrative that stands out! So, contact us and get to know how we can transform your ideas into innovations and results!
