Join Stefan Mumaw for an in-depth discussion in this video Triggering emotional response through story, part of Storytelling for Advertising Campaigns.
- Many would say the role of a story builder…is to get someone to feel a certain way.…This is a dangerous proposition,…especially in the line of marketing and advertising.…The role of a story builder…is to bubble to the surface emotions…that the consumer already has.…They may be dormant, but they're real.…This means knowing something about the consumer…that goes beyond your typical demographic.…In the marketing space,…demographics aim to bucket groups of consumers…by a common characteristic.…
Sometimes that characteristic is statistical,…like age, nationality, gender, relationship status,…geography, or household income.…Other times, that characteristic is behavioral,…like buying habits, activities, or social interaction.…Demographics are a necessary component of marketing.…It allows marketers to create messaging…designed to resonate with the most individual people.…The problem with most demographics, however,…is that they're devoid of true motivational indicators,…love and fear.…
Love and fear are the two strongest motivational factors…
In this course, Stefan Mumaw lays out the structure of story and uses the development of a real-world campaign to show how each story component builds an emotional bridge between brand and consumer. He breaks down how that story translates to the various advertising components that creatives often use in a real-world campaign, like TV spots, print ads, websites, and social content.
- Building story through narrative
- Triggering emotional responses
- Story in brainstorming
- Using story in TV, print, web, and social media campaigns