Rolf Jensen, author of The Dream Society, uses the story of the Free Range Egg to illustrate how valuable "storytelling" can be to a brand. In this example, he explores the question of why consumers are willing to stand in line and pay up to $.75 per egg laid by a Free Range Chicken.

Jensen explains that what they are actually buying is not the egg, but the story of the Free Range Chicken (birds allowed to roam free in beautiful pastures are happierand therefore healt hierthan chickens raised in a dirty, over crowded chicken coops).

A Free Range Farmer will tell you that comparing the taste of Free Range Egg to regular eggs is like comparing diamonds to rhinestones.

Mobile Marketing -- The Medium of Memorable Moments

Brand marketing, like storytelling, is a fine and beautiful art. A well-developed and presented story will captivate audiences by connecting them to an experience they aspire to share. It stimulates their intellect, strokes their ego, touches their emotions, appeals to their aspirations.

Experiential mobile marketing is the catalyst that drives the brand storytelling process. While print and media advertising establish a framework for the product's "character development", one-to-one consumer interaction brings it to life. It engages the consumer face-to-face in a 3-D experience of the product and delivers a story to be remembered long after others are told.

The mobile medium is a powerful tool, capable of establishing first-hand emotional contact with consumer audiences. When a brand's story delivers compelling results, consumers recite it over and over again.

Just like effective storytelling, effective mobile marketing strategy is based on these components:

• A concise theme or brand positioning statement
• A well developed demonstration of the product's ability to overcome environmental "antagonists"
• Vivid illustration, pleasing audio and visual cues, rhythmic reinforcement of the key brand imagery (i.e. props, displays, microphone scripts, music, sound effects.)
• Dramatic appeal, emotional message conveyance
• Relevance to listeners/participants
• Rehearsal... adaptation, flawless performance

Adapting to Your Audiences:

Your audience plays a critical role in storytelling. Consumer attention spans vary from event to event. As a whole, audiences are more demanding-- more sophisticated than ever before. The mobile medium provides you with the opportunity to engage consumers in a variety of environments when you:

• Take the story as close to consumer as you can. Every event venue is different. Adapt each choreographed delivery to appeal to local audiences by rearranging set layouts, changing scripts, and identifying the best way to make the product "the HERO" for specific consumer segments.
• Keep it brief and simple. Speak to the heart of consumer demands. Identify common environmental challenges. Provide immediate solutions through hands-on demonstration.
• Stimulate your audience with the opportunity to feel, smell, touch, listen to---experience-- the "success story" of your product.
• Demonstrate commitment to the audience. your integrity as a brand. Be earnest in recognizing the consumer's voiced opinions and questions. Show how your brand's story unfolds through dialogue with consumers and your immediate reaction to their concerns.
• Generate enthusiasm. Today's marketplace is flooded with clutter created by brands touting the prowess of their performance. Generate shared excitement by building one-to-one consumer relationships!

In Conclusion:

Once your unique story has been told, your consumer's thoughts will continue to linger over it. Don't feel you have to explain everything, or tie together all loose ends. Let your audience walk away thinking about what they have experienced.
The more one-on-one relationships you build (the more brand experiences you deliver), the more likely your audience will associate excitement with your brand and communicate it to their friends!

After all, a story well told is a story worth telling--again and again.
Contact Bob Lewis, President/CEO of Mobile Media Enterprises at 1-800-346-3771x117 and start telling your story today!