In the previous post, Seth Godin shared a couple of examples of how to use story telling in marketing to get great results…
“Seth Godin Says This About Stories And Marketing”.
That sparked off a couple of ideas and here are 2 more examples that I came across recently…
First up, over the summer here in Sydney I was guzzling huge volumes of Gatorade to quench my thirst and stay hydrated.
Now, much though I like Gatorade, after a while I wanted a change. Lime cordial came to mind for some reason, so I went down to the local store in search of something suitable.
At the store I had the choice of Schweppes or a local brand, Bickford. Normally, I would have simply picked Schweppes but this little story caught my eye…
Over A Century Of Quality Since 1874
William Bickford and his wife Anne Margaret arrived in South Australia from England in 1839 and opened an apothecary in Hindley Street, Adelaide. After her husband died in 1850 Mrs. Bickford carried on the business and in partnership with her two sons founded the wholesale manufacturing firm A.M. Bickford & Sons in 1863. Not long afterwards the firm added to its range of merchandise a lime juice cordial which became renowned for its purity and quality. Today Bickford’s Lime Juice Cordial is still the same high quality refreshing lime juice drink.
On account of spurious imitations none is genuine unless bearing signature of A.M. Bickford & Sons
The result was I went with Bickford’s. When you’re a small local company up against a big multinational, you need to do something to differentiate yourself. Admittedly, they don’t do a great job of backing up the “purity and quality” claim, but combined with the “heritage” aspect it’s enough to stand out a little.
Next up, a wonderful story from Raleigh Denim…
I confess, I am a complete sucker for success stories like this! One thing they didn’t mention in the video is that each pair of jeans is signed by the person doing the final inspection.
I don’t even wear jeans that much and I want a pair!
The story, of course, is simply another version of the classic Claude Hopkins campaign for Schlitz beer.
And that’s a story I’ll explore further in a future post…