Let’s take a look at this traditional story structure and see how these five points correspond to a brand and its customer’s journey, all while using examples from the awesome Pixar movie “Finding Nemo.” (Note: We cannot use actual copyrighted images from the movie, so these stock photos will need to suffice.)
Exposition – Understand the setting and the characters
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Inciting Incident – What is causing conflict?
In the realm of marketing, conflict can be seen as a great opportunity. Conflict is a problem, problems need solutions, and solutions are marketable. As a marketer, this is the place where you can set the stage for your prospect to become a lead. Your brand needs to be relevant and clear enough that people find it as a potential solution when trying to solve their own problem… Which leads to the next point step.
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Rising Action – What happens to lead to a solution?
Brands can influence this journey by keeping content available, clear, and credible. As a marketer, this provides an opportunity to really connect with leads and give them the tools to ensure their progression is toward your solution. As your lead gets deeper into the sales cycle, the ability of brand content to help direct this path grows. A strategic workflow (like we at TBH Creative use in Hubspot) for your communications is one way to create a path.
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Climax – Overcoming odds to achieve goalAfter all the rising action (and a hilarious scene in a dentist office), the Nemo is finally reunited with his dad. Their characters are given the opportunity to demonstrate growth when one final obstacle puts Nemo’s dad in a position to trust his son in lieu of being overprotective, and the character arcs come fully develop, as well. As a movie patron, the conflict is solved and there is a sense of completion that the story narrative provides. From Psychology Today, “Stories provide order. Humans seek certainty and narrative structure is familiar, predictable, and comforting.”
Is your brand part of the solution? Will it be there when your prospect becomes someone’s customer? As a marketer, when a conflict is solved your brand should be the sense of completion in the buyer’s journey. Customer satisfaction is key to any business, and solving problems is satisfying. Position your brand to be right in the middle of that satisfaction.
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Resolution – And they lived happily ever after?
As a marketer, offering your customer a sense of closure and happiness will keep brand loyalty high. If their buying journey feels “full-circle,” then you might have created the perfect type of customer: a brand ambassador. Ensure you achieve this marketing version of “happily ever after” by supporting your customers with quality service, troubleshooting, support, positive engagement, or any other applicable post-purchase need.
Do you need support guiding your prospects to their “happily ever after?” TBH Creative can help you strategically roadmap an inbound marketing plan to help you tell the best story for your brand, offering support and guidance along the way.
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