What it takes for successful storytelling and which Swiss brands have mastered it
MK OPINION An online survey by MK shows what the decisive factors for good storytelling are and which Swiss brands implement this most successfully. Graubünden Tourism with its ibexes Gian and Giachen shows how successful storytelling works.At the Swiss Marketing Day, storytelling was the big topic. The motto was: "The magic of the story - how customers become fans [...]
Graubünden Tourism with its ibexes Gian and Giachen shows how successful storytelling works.Storytelling was the big topic at the Swiss Marketing Day. The motto was: "The magic of the story - how customers become fans" (Videos on this are available here). Telling compelling stories is becoming increasingly important in the age of digitalization and the associated sensory overload in marketing.But what does it take to be able to engage in successful storytelling? And which Swiss brands are prime examples? More than 90 MK readers expressed their opinions on the topic in an online survey in February 2016 and rated 20 Swiss brands.The respondents consider a good concept and clear target definitions to be the most important aspects of storytelling (65.9 percent). The content should be authentic (64.8 percent), original (55.7 percent) and useful (43.2 percent). In contrast, rather little importance is attached to dissemination via suitable channels (37.5 percent) and measuring success (28.4 percent).Among the Swiss brands, the respondents were most convinced by Graubünden Tourism with its stories about the ibexes Gian and Giachen. Mobiliar followed in second place with the damage sketches. Appenzeller cheese came in third place.The following infographic can be here can be downloaded as a PDF and printed out.____________Read more about storytelling and storydoing as well as the Swiss Marketing Day in the upcoming issue MK 03/2016. Subscribe now!____________
"The Mobiliar - The Stories are original and always surprise anew. They are so well adapted to the target group that they immediately find themselves in the story. Something negative (accidents) is suddenly turned into positive feelings and at the end you can even laugh about it. Mobiliar is almost the only one that manages to make the stories work excellently on all channels, which is why it's the clear favorite for me."Aliu Beatrice, Fischer Schriften AG"The advantage of all big brands is well-done TV commercials. Mobiliar does it best with humor."Hammer Urs, SVEB Swiss Association for Continuing Education"Furniture. Always funny and from my everyday life for years. Brilliantly simple! Applicable on different channels."Maurer Heidi, WAGNER VISUELL AG"The Mobiliar! Human Failure is portrayed in the oldest type of story transmission, contributing to social acceptance."Ingold Vanessa, GM Suisse SA"Furniture. Original and Funny."Luginbühl Christoph, CHRIS sports"Mobiliar features short, funny, visually presented stories that provide entertainment."Burkhalter Lorenz"In my opinion, this is the furniture. For many years following the same principle (recognition) and constantly expanding and always fresh and new."Kaltenbach Matthias"Furniture addresses experiences in a funny way that everyone has experienced or could experience."Rüegge August, Plumor AG St. Gallen
"From my point of view, Migros' storytelling is one of the best in Switzerland. Migros manages to combine its origin and history (Dutti) with its philosophy and brand statements (Ein M besser) as well as its fresh and regional products. Sympathetically implemented, the advertising is authentic and stamps itself in the minds of consumers. Migros manages to convey a consistent message on all channels and across all campaigns, putting people and animals in the foreground of its communication and thus consolidating its credibility."Treichler Tobias St. Gallen-Lake Constance Tourism" Migros: Consistent, easy to understand and emotional!"Schönbächler Natalie"Migros - recognition value given for years, from everyday life, comprehensible."Bolli Tanja, GP QualiTrade AG
"Appenzeller cheese 1. authentic product 2. clear Swissness 3. good stories."Paglia Benno Paglia & Partner"Appenzeller: unique, original, genuine, constant."Heer Hans-Peter H&H Concept
"Mammut - because the stories always get to the heart of the brand."Kappeler Roman, cablex AG"Mammut, as concrete products "only" in the background - as a means to an end - and experience in the foreground."Schärer Andy, Infel AG
"SBB. Present on all channels and in constant, active interaction with its customers (followers)."Paldner Phil
"Goba Minearlquelle: telling stories and fairy tales, takes you to another world and yet is authentic. Innovative and very fine products."Kürsteiner Stephan
"Google Switzerland with concise, witty and unobtrusive stories dominates the market in my opinion."Unger Dirk, Campfire - Agency for Digital Storytelling
"Since Swiss Life conveys very emotional, complex content that is well received. This interactively and visually appealing. Also always one of my favorites is IKEA, serious and cheeky at the same time. Immensely likeable appearance."Albrecht Manuela, Attilio Meyer AG
"Valser Wasser: Through clear message, authentic content, naturalness, inspiring nature images and good USP."Egger Michael Jansen AG"I have yet to hear a truly original and good story from any CH brand. Perhaps those responsible are simply too uptight?"Cerny Joachim, Cerny Consulting
