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Storydoing o cómo vivir una historia en primera persona

14 de octubre de 2021
Mariángeles Herrera

Existen muchas estrategias de marketing entre las cuales tenemos el storydoing. No, no es lo mismo que el storytelling. Si aún no conoces esta técnica sigue leyendo porque te ayudaremos a comprender en qué consiste y cómo implantarla en tu empresa.

El storydoing es una estrategia basada en contar una historia a través de los productos y de la marca. Es decir, la empresa lanza una experiencia que puede ser vivida por los clientes y de esta forma se sienten partícipes de ella.

Los usuarios están hartos de que les cuenten las historias. Por ello, esta técnica te ayuda a colocar como protagonista a tu consumidor. De esta forma, la empresa da un paso más y acerca la historia real al usuario.

La premisa principal de esta técnica es: “los hechos valen más que las palabras”. Y, así es. Gracias a esta experiencia los futuros compradores podrán experimentar diversas historias y conocer en profundidad a la empresa.

Además, si la experiencia es lo suficientemente buena se podría hacer viral y darse la posibilidad de publicidad gratuita en los medios de comunicación. Esta técnica es una buena forma de atrapar al consumidor mediante una historia. Por otra parte, debe contar con diversas características esenciales:

  • Valores y la historia de la marca.
  • No hablar del producto directamente.
  • Conectar emocionalmente.

Ventajas

La empresa cuenta con muchas ventajas para implantar este sistema, como las mencionadas a continuación.

  • Simplificación de ideas nuevas.
  • Motivación de la audiencia.
  • Creación de comunidad.
  • Mejora la reputación y la credibilidad de la empresa.
  • Mejora el posicionamiento en la mente de los consumidores.
  • Impulso de las recomendaciones de los clientes.
  • Mejoría de retorno en lo invertido en publicidad.
  • Revolución en el mundo del marketing.
  • Generación de engagement.
  • Impacto en redes sociales.

Diferencia entre storytelling y storydoing

Aunque en un principio puedan parecer lo mismo, son dos técnicas totalmente distintas.El storytelling intenta apelar a los sentimientos y llegar al usuario mediante los valores que representa la marca. En cambio, el storydoing traslada a la acción los valores de la marca para que el usuario los viva en primera persona.

Una de las grandes diferencias es el vivir la historia en primera persona. A pesar de que el storytelling busca los sentimientos del usuario para que se sienta identificado, no consigue que el consumidor viva esos sentimientos como propios.

Por otra parte, los objetivos, a nivel empresarial, son totalmente distintos ya que pueden formar parte del mismo plan de publicidad pero no cumplen la misma meta. Pueden ser combinables en la misma estrategia.

Esto puede ser muy positivo ya que da la posibilidad de contar una historia y que el consumidor la viva. Este tipo de estrategias son útiles pero deben ser creadas con moderación para no saturar al consumidor.

Estrategias a seguir

La estrategia principal que debe seguir una empresa a la hora de implantar esta técnica es la de cubrir las necesidades de los consumidores. De esta forma, ellos sentirán que son escuchados ante todas las peticiones hechas.

La forma de conocer todos sus deseos está al alcance nuestra mano. Las redes sociales hoy día son un punto crucial para mantener el contacto con los usuarios y conocer sus necesidades. De esta forma, habrá un mayor entendimiento entre la empresa y el cliente.

Uno de los elementos esenciales a la hora de poner en marcha el storytelling es la creatividad. Gracias a la ocurrencia de ideas de los trabajadores se pueden llevar a cabo elementos diferenciados al resto.

El factor sorpresa es otro elemento a tener en cuenta. Es decir, si el cliente prevé que se va a realizar una estrategia publicitaria determinada no tendrá tanto interés como cuando se le sorprende.

Además, cuando las empresas ponen en marcha este tipo de estrategia deben pensar en la toma de decisiones del consumidor. Gracias a este factor, los clientes se sienten especiales ante la vivencia de una historia.

Importancia del storydoing

Los consumidores esperan que las empresas les proporcionen elementos diferenciales y que ellos sean los protagonistas. En los últimos años la personalización de productos ha sido un elemento estrella utilizado en muchas campañas de publicidad.

Gracias a este elemento los negocios han conseguido captar la atención de clientes potenciales y así, relanzar su empresa con productos únicos. El storytelling cada vez cuenta con mayor protagonismo debido a los buenos resultados que desarrolla.

La historia es el punto clave para tener éxito en este tipo de campañas. Si la historia tiene gancho, el cliente se ve representado y además se experimentan buenas sensaciones el éxito está asegurado.

Si aún no has probado esta estrategia y tienes un buen equipo creativo, no dudes más. Ponte a trabajar en una idea que pueda diferenciarse del resto y que se adapte a tu producto. Hoy día la personalización del producto es clave para tener éxito. 

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