{"id":889,"date":"2018-04-24T00:00:00","date_gmt":"2018-04-24T00:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2018\/04\/24\/storytelling-za-blagovne-znamke\/"},"modified":"2023-04-28T09:07:58","modified_gmt":"2023-04-28T07:07:58","slug":"storytelling-za-blagovne-znamke","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/storytelling-za-blagovne-znamke\/","title":{"rendered":"Storytelling za blagovne znamke"},"content":{"rendered":"

Storytelling za blagovne znamke (brand storytelling) ali “zgodbarjenje”, kljub nerodnemu prevodu, v Sloveniji \u017ee dolgo ni ve\u010d neznanka. <\/span>
\n\u010ceprav se v poplavi visoko lete\u010dih krilatic morda na zgodbo velikokrat pozabi, pa primeri, kot so Janez \u0160krabec, Tanja Skaza, Krka, Petrol in Gorenje ka\u017eejo, da je ustvarjanje in prodajanje skozi pripoved raz\u0161irjena in izjemno u\u010dinkovita marketin\u0161ka taktika.<\/span><\/p>\n

Seveda je prednost, \u010de je va\u0161 izdelek 20% bolj\u0161i ali cenej\u0161i od konkuren\u010dnega. A tisto, kar bo izdelek prodalo, je zgodba<\/strong>. Zgodba o tem, kako bo z va\u0161im izdelkom uporabnik sre\u010dnej\u0161i. Zgodbe ustvarjajo zaupanje<\/strong> in nas povezujejo<\/strong>. <\/span><\/p>\n

Ljudje namre\u010d ne razmi\u0161ljamo v obliki statistik in znanstvenih raziskav, ampak v obliki zgodb. In prav zato morajo biti tr\u017eniki v osnovi predvsem dobri pripovedovalci<\/em>. <\/span><\/p>\n

\"\u017delite<\/a><\/p>\n

Pa ne samo tr\u017eniki. Verjetno si vsi delimo spomin na najljub\u0161o srednje\u0161olsko profesorico, ki je snov podajala skozi pripovedovanje. Zaupamo politikom, katerih zgodovino poznamo. In imamo znanca, ki zna svoje dogodiv\u0161\u010dine predstaviti tako \u017eivo, da nas vsako sre\u010danje z njim popelje v popolnoma druge svetove.<\/span><\/p>\n

A kak\u0161na naj bo na\u0161a zgodba? Kako zgodba sploh lahko prodaja? Kako ustvariti zgodbo, ki bo avtenti\u010dna, prilagojena na\u0161emu ob\u010dinstvu, hkrati pa bo ustvarjala zaupanje in prepoznavnost?<\/span><\/p>\n

Zgodba naj bo osebna<\/span><\/h2>\n

Zgodbe blagovnih znamk niso zgolj marketin\u0161ki potro\u0161ni material. Niso oglasi in niso prodajna pisma. Iz vsebine mora iz\u017earevati avtorjeva osebnost<\/em>. S tem bo ustvarjeno zaupanje v zgodbo in pripovedovalca.
\nV zgodbi naj nastopajo ljudje, ki zgodbo soustvarjajo. To so lahko zadovoljne stranke, karizmati\u010dni direktor, ki je odprl podjetje v negotovih \u010dasih ali pa delavci, ki z veseljem prihajajo v slu\u017ebo.
\nHkrati pa mora biti pisana na ko\u017eo bralcu oziroma marketin\u0161kim personam<\/strong>. Kaj je vsebina, ki so jo \u017eelijo in s katero zgodbo se lahko poistovetijo? Pa tudi kje, kdaj in na kak\u0161en na\u010din jo bodo konzumirali.<\/p>\n

Zgodba naj bo preprosta<\/span><\/h2>\n

Zgodbo, ki jo prodaja Harley-Davidson, lahko povemo v 70.000 znakih, kolikor mu jih nameni Wikipedia. Ali si za njo rezerviramo uro in pol in si v tem \u010dasu ogledamo Goli v sedlu. Lahko pa jo okraj\u0161amo na eno samo besedo. Svoboda.<\/em> To je zgodba, s katero se identificira 300.000 kupcev letno in \u0161e ve\u010dje \u0161tevilo ambasadorjev blagovne znamke.
\nIn ravno ta preprostost je tista, ki bo na koncu dosegla u\u010dinek. Nih\u010de si ne bo zapomnil 40 mejnikov, ki jih je doseglo podjetje od leta 2010 ali seznama 60 funkcij, ki jih ponuja produkt.
\nDobro zgodbo je vedno mo\u017eno povedati v enem stavku. In dobra …<\/p>\n

Zgodba mora imeti konflikt<\/span><\/h2>\n

Najbolj dolgo\u010dasna pravljica je tista, v kateri gre Rde\u010da kapica v trgovino, kupi potrebne sestavine in skuha kosilo zase in za babico.
\nBolj zanimiva postane \u0161ele, ko se sre\u010da s te\u017eavami. Je v trgovini sre\u010dala volka? Ji je ta ukradel ban\u010dno kartico? In kako ji je na koncu vseeno uspelo skuhati kosilo?
\nZakaj obstaja podjetje, v katerem delujete? Katero te\u017eavo ste uspe\u0161no re\u0161ili?<\/em> Kako ste pri\u0161li do svojega trenutnega polo\u017eaja na trgu? Odgovori na ta vpra\u0161anja so tisti, ki bodo ustvarili va\u0161o zgodbo.<\/p>\n

Vedno je dobro pustiti odprt konec<\/span><\/h2>\n

Seveda pa zgodba, ko jo enkrat ustvarite, \u0161e ni zaklju\u010dena.
\n\u0160e naprej boste uspe\u0161no rasli, re\u0161evali prepreke, s katerimi se soo\u010dajo va\u0161e stranke in uresni\u010devali cilje. In prav zato zgodbarjenje ni enkrat napisana stati\u010dna zgodovina podjetja.
\nOsnovno sporo\u010dilo zgodbe lahko ves \u010das ostaja enako, a enake vsebine se lahko hitro naveli\u010damo. Prav zato se morajo zgodbe tudi spreminjati<\/strong> in prilagajati \u010dasu<\/strong>. Na koncu pa je pomembno predvsem, da so iskrene<\/strong>. Da bodo ob tem tudi uspe\u0161ne, pa vam lahko pomagamo tudi mi.<\/p>\n","protected":false},"excerpt":{"rendered":"

Vsi vemo, da zgodbe prodajajo. Kako pa je potrebno zasnovati uspe\u0161no zgodbo za marketing in prodajo? V \u010dlanku preverite nasvete, kako ustvariti avtenti\u010dno zgodbo, ki je popolnoma prilagojena ciljnemu ob\u010dinstvu in spodbuja zaupanje v va\u0161o znamko.<\/p>\n","protected":false},"author":16,"featured_media":1218,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[14],"tags":[],"class_list":["post-889","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vsebinski-marketing","entry"],"acf":{"drugi_del_vsebine":""},"yoast_head":"\nStorytelling za blagovne znamke<\/title>\n<meta name=\"description\" content=\"Storytelling za blagovne znamke tudi v Sloveniji \u017ee dolgo ni ve\u010d novost, je pa izjemno koristen. 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