People have always loved a good story. It has been scientifically proven that people react better to emotions than to facts. Considering this, it’s no surprise that just about everyone enjoys watching films. Regardless of whether it’s an action movie, a drama or a rom-com with Cameron Diaz, all films trigger emotions in people. Thanks to TV and the laptop, we don’t even have to leave our comfy sofas anymore to enjoy a movie night. Nevertheless, the cinema can still captivate with that unique all-round experience: The smell of the popcorn, the lounging seats and the cavorting couple further down the row can all contribute to the perception of the story being told.
Short film festivals – a concentrated salvo of emotions
At film festivals, you can really dive deep down into the world of film. Here people are given the opportunity to experience those involved in the film up close and personal, and to catch a glimpse behind the scenes in workshops and podium discussions. Switzerland hosts several renowned festivals, including the Short Film Festival of Switzerland, which is being held between the 6th and 11th of November in Winterthur. In the blink of an eye the short films tell emotionally touching stories that can delight both film fans and those involved in the industry. Because the films are generally shorter than a regular blockbuster, you can visit several worlds in a day or just briefly escape the daily office humdrum during a lunchbreak. It’s definitely worth a visit.
What do stories have to do with companies?
Just like films, every company has its own story to tell. Through storytelling, a company can present information to its customer in an entertaining way, thus guaranteeing that it will stay longer in their memories. Emotions play a central role in storytelling: viewers build up empathy with the actors or the products shown so that they can ultimately identify with the company. This helps to ensure the long-term loyalty of the customer.
To tell is to sell
Stories and companies – the connection is there. The question then is how a company can write a good story. In principle it makes no difference whether the storytelling is incorporated in advertising, in content marketing or in PR. The important thing is that the story should transmit a personal touch. The focus can be on the history of the company or on a certain product, but, just as with film, it is the central thread that is actually essential. Emphasis should be placed on authenticity because, considering everything, nobody wants to sit through a parade of falsehoods. In addition, less is more in storytelling meaning that a story should come quickly to the point without having to spare on cultivating the emotions. Social media is an excellent outlet to have content “go viral”, so that Facebook, YouTube and the like should also be used to generate as much attention as possible. Cross-media storytelling, i.e. storytelling over several channels at once, can also impress as a result of content customisation depending on the platform’s audience.
In this sense, we encourage you to dig deep into the emotional toolbox, to write your “script” and captivate us with your story. We can hardly wait.
Published 09.11.2018 © Brandsoul AG