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A few weeks ago we posted about the real secret to messaging
success: delivering your messaging consistently throughout the entire customer
experience — not just within an ad campaign, but across every interaction your
company has with customers.
This week AdAge posted an article featuring small brands that have experienced big success with little or no
media support. The common thread that runs through all of the examples provided
is, first, having a “good story” to tell, and second, leveraging that story in
areas beyond traditional media.
The article describes a good story as one that “bears
repeating and fares well both in social
and PR-fueled traditional media.” Whether based in a quirky history like Ben
& Jerry’s or a social movement like Terracycle, the key is to develop a
story that resonates with your target audience.
Successfully communicating that story to customers doesn’t necessarily
require huge media expenditures. Starbucks is cited as the classic example of
a brand built on investment in its retail store presence and employee benefits
and culture. With almost no media budget in the early years, they focused on building
a compelling experience in stores and keeping employees happy, which equated to
better service and ultimately greater customer loyalty.
These success stories exemplify the power of developing a meaningful
messaging story and weaving it into every touch point your company has with
customers. When this happens, each connection serves as a building block for
creating the most consistent, cohesive and compelling experience. That’s how to
truly maximize your market opportunity — whether you are a billion dollar
corporation or the next entrepreneurial start-up.
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