Stories and case studies help build brands

Friday 28 December 2012

Small and medium-sized businesses (SMBs) may enjoy greater marketing success if they avoid broad, generic campaigns, it has been suggested.

Career coach Antonio Neves claimed that telling 'a story', rather than 'the whole story', can make all the difference for SMBs aiming to build a brand.

As they aim to generate interest in their products and services, such companies may experience more success by using case studies, he suggested.

Writing for Business 2 Community, Mr Neves explained that he received this piece of advice as a university student, and has followed it ever since when advertising business brands.

"It’s no coincidence that when you read a national news article on, say, unemployment, journalists tend to begin with the story of an individual directly affected by it," he stated.

"This makes the story feel closer to home. It’s the same process when targeting an audience."

Mr Neves explained that when launching new products and services, he always picks a specific demographic and then tailors the marketing message to reach out to them.

It is easy to take too broad an approach - a mistake he made during the early stages of his business career, he noted.

Mr Neves said that after initially targeting 'young professionals', he shifted his audience to 'high-potential young professionals and entrepreneurs' - primarily those working in the media industry.

He said there was an immediate upturn in the success of the campaign, as the more focused approach struck a chord with people.

"When you tell a story versus the whole story, it’s easier for potential clients to connect to your brand," Mr Neves added.

His comments came after research conducted by Mynewsdesk revealed that many SMBs in the UK are failing to make the most of public relations opportunities.

The firm reported that many small companies lack the knowledge, strategy and tools to make the most of their PR investments.

While 94 per cent of SMBs surveyed by the firm see the benefits of PR and 49 expect to spend more in this area in 2013, all too few are reporting a strong return on investment.

The firm said there could be any number of reasons for this, but a lack of professional media skills and an inability to manage multiple communications channels are among the key issues.

Posted by Jenny Arthur