The Stevie Awards Blog

The Rise of Live Brand Storytelling—and Why It Works

Posted by Daniel Ferguson on Wed, Nov 20, 2019 @ 03:33 PM

With every passing year, it seems more and more people spend an increasing amount of time staring at screens. From cell phones to tablets to smart watches, there’s no shortage of screened devices to amuse, to delight, and to distract people.

Given that, it would stand to reason that marketing agencies should ramp up their online campaigns. Find people where they live, right? According to the research, though, not necessarily.

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With instant access to a nearly unlimited amount of information and a glut of available content, one major sacrifice in the consuming population has been attention span. It’s harder than ever not only to grab but to maintain the interest of consumers. This makes it incredibly challenging for marketing agencies to devise ways to stand out. Enter the rise of live brand storytelling.

What Is Live Brand Storytelling?

Live brand storytelling is a marketing technique wherein a company crafts a compelling story related to its brand or product and then delivers that story via a live experiential event.

Because consumers aren’t distanced from the brand through a screen or a printed page, they are able to connect with that brand and to truly immerse in the crafted brand lifestyle. Depending on the event, consumers can learn about the brand or the company ethos through the senses, seeing, hearing, or even tasting the kinds of real-world experiences the brand wants to associate themselves.

Live Brand Storytelling—By the Numbers

For any sceptics who believe live brand storytelling is a fad or a trend, the numbers paint a very different picture. Event Marketer released a 2018 report stating 85 percent of consumers were likely to make a purchase from a brand after attending one of their live events, and an impressive 91 percent asserted they felt more favorably about the brand after engagement in a company-sponsored live experience.

It’s not just consumers who appreciate the tactic either. C-suite executives are fully on board as well. According to a Bizzabo report, 87 percent of C-level executives believe these kinds of live experiential marketing events will become increasingly important to their brands.

Why Is Live Brand Storytelling Effective Today?

The idea of conveying a brand’s message or promoting a product through storytelling is nothing new in the marketing world, but the increasing popularity of live brand storytelling speaks to the changing demographics and buying mentality of today’s consuming population.

INVNT_logo“In recent years, we’ve seen the strategic relevance of live events increase dramatically. Marketers are reaping the rewards of engaging with their audiences in face-to-face environments,” says Scott Cullather, CEO of INVNT, a global live brand storytelling agency based in New York, New York, United States. “Marketers have also realized that Millennials and Gen Zs, who favor experiences over material objects, are gaining greater spending power as they enter the workforce and move their way up corporate ladders.”

For marketing agencies to continue to enjoy success, however, it’s important they think of live brand marketing not as the final solution to connecting with an audience but simply as the next step in an always-progressing chain of marketing evolution.

“The marketing industry is constantly changing, and we’ve found that truly integrated marketing campaigns are now key,” says Cullather. “We look to create holistic campaigns that encompass both live events and branded content and ensure a brand remains top of mind long after an event ends.”

INVNT recently won a Silver Stevie Awards at the 2019 Stevie Awards for Women in Business for Female Entrepreneur of the Year in the Business Services category (11 to 2,500 Employees) on behalf of Kristina McCoobery, Co-Founder and COO.

They also won two Gold Stevies at the 2019 American Business Awards: One for Company of the Year in the Advertising, Marketing & Public Relations category and one for Founding Team of the Year - Business Services Industries. Other awards include a Silver Stevie for Marketing or Advertising Agency of the Year in the Advertising, Marketing, and Public Relations category.

Interested in winning a Stevie Award in 2020?

Request the entry kit here.

Tags: The American Business Awards, branding, 2019 Stevie Awards for Women in Business

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