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In keeping with the slogan “Red Bull gives you wings”, the energy drink distributor wanted to break the record for the highest parachute jump - and he succeeded. The action was accompanied by a live broadcast of the jump and reports. Red Bull told a story that will be remembered for a long time - and with it the brand that is behind it.

Smaller businesses can also use this storytelling example as a role model. It doesn't have to be a jump out of the stratosphere. With the following tips, you can tell good stories even on a small budget.


What is storytelling?

Storytelling is an instrument in which ideas, information or products are conveyed by telling a real or constructed story. The background: Through history as a form of expression, complex information can be presented in a simplified and clear manner, making it easier to absorb. In addition, they are anchored in the memory over the long term. In which form and on which channel the stories are finally told can look very different: The spectrum ranges from a report on the travel blog of an outdoor clothing store to a speech by a shopkeeper at the Christmas party to the winter wonderland window display. Or you shoot an advertising video clip - a particularly prominent example of this is certainly the EDEKA Christmas clip #heimkommen, which has meanwhile been viewed almost 62 million times on YouTube.


Telling a story: this is how you find your concept

Storytelling as a marketing method sounds abstract at first. But we promise you: There is something interesting to report in every carpenter's shop, every flower shop and every bakery. Most of the time, the best stories are hidden in everyday life - you just have to tell them. Perhaps you have a regular customer who regularly travels from afar for your range? Or is the manufacture of your product following a long tradition? The possibilities are so varied that when you are looking for your story, it is best to start with a few questions.


3 questions to help you find the concept of your story

  • Does your business have a unique selling proposition?

Are fair working conditions very important to you? Or do you focus on sustainability in your range? Then these very points should play a role in your story.


  • What content does your target group find exciting?

As with conventional advertising, the target group is also decisive in storytelling. Is your offer aimed primarily at students and trainees? Then your story content should be tailored to a young audience.


  • Why are your customers interested in your products?

In the Red Bull example, the product benefits are clear: the drink provides energy and helps consumers achieve unimagined top performance. What are the reasons for your target group to be interested in products from your range? Camping fans, for example, are looking for freedom and adventure. Bookworms want to discover new worlds while reading or to relax. If you understand what motivates your customers, you are already a big step closer to your story concept.


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Storytelling example 1: the company's history

Does your business have a special story? Use it! Maybe your shop came into being under special circumstances or the founders were interesting people. It is also possible that your commercial building is particularly old and has "seen" a lot. Think in any direction you can think of. Ideally, you can also connect the story to the concept of your store and thus present an authentic picture of your business.


Storytelling example 2: product stories

Wonderful stories can be told with products. Whether books, cakes or flower pots: they are all suitable for storytelling marketing. If you own a pastry shop, you can film the making of your cakes from buying raspberries to decorating and share them on Instagram. Or you, as a florist, consider a new hybrid of plants and also document the development of the plant on Instagram. Be creative and see what goes down well with your customers.


Where and how do I show my story?

As mentioned before, Instagram is a great way to get your story across to people. However, there are numerous other channels that you can use as well. Shop windows, for example, offer great opportunities to tell a story. For example, by setting up photos of the development of your shop or using props to create a still image that changes every day. So a kind of home story with mannequins. You can just as easily use brochures, newspaper advertisements or monitor advertising (for example above the supermarket checkout) to spread your story.


Make your customers part of the storytelling

So that you can build a lasting, good relationship with your customers through storytelling, integrate them into your strategy. Social networks are also good tools for this. For example, you can use Instagram and Facebook to coordinate the next cake that you should bake with your customers. As a bookseller, you could ask your customers to post photos of your favorite reading spots and link them. This is how you promote your awareness and your customers build an emotional bond with your business.



There are many examples of successful storytelling. Take a look on the Internet to see how "the big ones" implement it and let yourself be inspired. In your story, always keep an eye on what defines your store and then convey exactly that in an emotional way. So your business stays in the mind of your customers.


General tip: Every retailer should offer their customers a professional card terminal.

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