September 2, 2022

How can retailers win the product content game?

Corporate Communications Lead

There once was a brand.

There is a crowded party. The music is too loud. But there is one animated narrator who has everyone’s attention amidst the chaos - some of whom aren’t even hearing it for the first time. Sometimes it’s as simple as that. Sometimes it’s the story, but sometimes it’s also how you say it. As a retailer in a crowded party of experiential marketing, how does your story deliver your brand experience to the consumer through product content?  

You don’t sell a story. The story sells you.

Content game at its best shows people who you are is what you do. Nothing beats any campaign than the one where a brand tells the story through action. A great example is how half of you reading this were never told to download TrueCaller on your phone, but did it anyway.  

Not heart vs. mind. We need both.

Emotional engagement is equally important as, and distinguishable from, rational engagement with consumers. Products that say what they are do well in explaining their function in the consumer’s life, but those who answer ‘why’ seem to find it easier to build a base of returning customers.  

Relevance needs evidence of evolution.

When brands become conscious of themselves, they become conscious of their customers. Stories that take a stand and reflect the vision of the brand makes the brand more than a product. “Privacy. That’s i-Phone.” for example - a good way to invoke the fundamental principles of consumers who identify as global citizens.

Existence vs. ‘Presence’

If all that is left of you when you’re gone are the stories of your deeds, how your story is told when you’re alive is pretty much the same actually. Retention or recall value of a brand is surely important. But more than targeted ads, sometimes responding to contemporary affairs with real-time responses as a brand (like Amul), gives your customer a snack for thought.