Mums Love a Good Story


Mums Love a Good Story

Storytelling is one of the most effective ways to engage mothers who are increasingly rejecting corporate sales messages.

Savvy marketers recognise that mums are emotive and connect with stories. They are using storytelling to humanise their brands and drive significant sales growth.

What are the benefits of storytelling?

Mums want to feel like they know you before they transact with you. Telling stories is an effective way to do this. It allows you to build rapport and strengthen the relationship between mums and your brand. By sharing stories of your customers, you can bring to life the pain points other prospective customers may be experiencing and how your brand solves them.

There are lots of different stories a brand can consider sharing with mums. The most powerful and influential story you can tell is your brand story; what your brand stands for, your vision for your brand and how you want to make your customers feel. Most importantly it humanises your brand. In a world where mums feel many big brands are out of touch, storytelling can be used very effectively to say, “Hey, we get you.”

How are brands using storytelling effectively?

Big brands, who tell stories, develop deeper relationships and grow sales. At the M2Moms conference in New York last October, I heard from Kate Spade, New York, and Essie at L’Oréal, about how they are using data, creativity and gut insight to develop meaningful stories to convey brand attributes and marketing messages. This is resulting in significant sales growth for both businesses.

Essie at L’Oréal has used storytelling to answer questions from their community about how they come up with names for each nail polish. It emphasises one of the brand’s core attributes of ‘fun’ that they wish to convey. Each of these short videos is a highly engaging mini story about how the name was created. These great stories emerged from reviewing the most frequently asked questions from consumers and uncovering the naming origins that were of great interest to shoppers.

Watch one of essie’s mini-stories here:

At the conference, we heard from Kate Spade’s Head of Brand Creative who has taken storytelling to a whole new level by launching a TV show. Titled #missadventure, it showcases a series of interesting women having mild inconveniences. As Kristen told Adweek, these short mini-stories are designed “To really continue on with showing the camaraderie, friendship and the sense of community we see mirrored in our community of customers.” Essentially, it is about engagement. These are not advertorials. They are to deepen the good feelings Kate Spade customers have for their brand.

Watch some of the #missadventure series here:

Storytelling can be used to share important information in meaningful ways. At the M2Mom Conference, Google shared a moving presentation about how a support service for parents of newly diagnosed Down syndrome babies in pregnant women used storytelling to optimum effect. They collated data around the most frequently asked questions expectant parents with Down syndrome babies ask, and then they filmed Down syndrome kids answering all of these questions in a series of short videos. Whilst most information found online is very clinical and cold, these videos provided a human element showing all that people with Down syndrome can do, as spoken in their words through stories.

Storytelling allows you to really connect with mums in a meaningful way. Big brands are harnessing the power of storytelling to strengthen relationships, build brand loyalty and ultimately sales. The question is, “Will you?”

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