About 3 years ago we developed a story for a leading hospital in Vietnam. The story was published on Youtube and has garnered only 890 views as of today.
Does that mean the story was unsuccessful?
No, it was successful and here is how.
Storytelling is a brand marketing effort but we treat it like direct marketing. Hence, measure it. We measure it because internet now allows it. Brand marketing is not measurable, but Direct marketing like, Get 3 books at the price of 1 is measurable and should be measured.
I am sure you are wondering, do I stand in front of my clients and explain the difference between Brand and Direct marketing? Do I position this explanation as a justification to lack of views on Youtube? Well, I have never had to be in that position but only been in a position of getting more and more work from the client. The story we created has now been translated in to different languages, played in conferences, opened doors for our client and that is what matters. The feeling of the success of the story and the conversation it has sparked is so clear to the client that I am never in the position to justify it.
While it’s tempting to build an organization with direct marketing techniques, because the numbers do the job of proving your success just about all the brands that we love and we talk about aren’t built that way. Do the subtle stories behind Apple and Starbucks lead to direct sales?
If you’re trying to build that kind of brand, it’s essential that you reject direct-marketing tactics as a shortcut. They will drive you to make decisions that keep you from building the sort of promise you seek to build, and they’ll end up not paying for themselves either.- Seth Godin
"I attended your story telling course some time back. And I've enjoyed keeping up my knowledge with your blog. You may not have realised however, that the Whole of Government is implementing Internet Seperation. Hence I'm not able to access the links to read your articles. Could I suggest including a QR code in your emails so that I can use my mobile to scan it and gain immediate access to the article? It would be most helpful"