Storytelling marketing strategy : marketing strategy for a sexual education platform
Villarroel Cartes, Guillermo Andres (2024)
2024
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052816884
https://urn.fi/URN:NBN:fi:amk-2024052816884
Tiivistelmä
This paper aims to create a storytelling marketing strategy as part of a business idea regarding a Sexual education platform based in Finland. The Sexual education platform is a business idea that is being developed by the writer. The main research question is “How to effectively utilize storytelling as a marketing strategy?” for the business idea in the future.
This thesis includes extensive literature in social psychology and storytelling that were used as the primary basis In the creation of stories for marketing purposes, specifically brand storytelling.
For this thesis market research was conducted on the current competition, analysing the Finnish people's attitudes on sexuality and analysing examples of storytelling telling. The research conducted was sufficient to create an effective marketing strategy that was comprehensive enough to be used as a framework for a marketing team.
The strategy comprises of creating a brand for the organization and leveraging brand attributes with customer experience to create evocative stories. The sto ries were given a framework from current sexual attitudes of Finnish people and the customer segment selected.
Storytelling is a powerful tool that can be utilized to evoke emotions on viewers. When it comes to consumer behaviour and brand perception, storytelling serves to influence both if done correctly. The connection between attitudes and storytelling is difficult to measure. For future research, preliminary attitude research should be conducted and a test group should be implemented to test whether stories influence the attitude consumers have towards a brand.
This thesis includes extensive literature in social psychology and storytelling that were used as the primary basis In the creation of stories for marketing purposes, specifically brand storytelling.
For this thesis market research was conducted on the current competition, analysing the Finnish people's attitudes on sexuality and analysing examples of storytelling telling. The research conducted was sufficient to create an effective marketing strategy that was comprehensive enough to be used as a framework for a marketing team.
The strategy comprises of creating a brand for the organization and leveraging brand attributes with customer experience to create evocative stories. The sto ries were given a framework from current sexual attitudes of Finnish people and the customer segment selected.
Storytelling is a powerful tool that can be utilized to evoke emotions on viewers. When it comes to consumer behaviour and brand perception, storytelling serves to influence both if done correctly. The connection between attitudes and storytelling is difficult to measure. For future research, preliminary attitude research should be conducted and a test group should be implemented to test whether stories influence the attitude consumers have towards a brand.