Brand Marketing is undergoing a fundamental change as new media channels emerge. Bombarding consumers with “sell, sell, sell” advertising and direct mail no longer works like it used. Response rates continue to decline. The same old same old doesn’t work anymore. Consumers are tuning out blatant sell messages. They no longer buy what you do, they buy why you do it. Consumers want to understand your story. People want to support companies with a purpose beyond just selling me stuff and making money.
Today, consumers have a wide variety of media channels where they can research products and services. More and more brands are engaging consumers with authentic stories that matter. These stories inspire and inform consumers. Brands like Zappos, Dove and Chipotle are excellent storytellers with a customer focused purpose. They understand that brands today are in the publishing business. Owning your own media channels is important for success. Storytelling is the essence of Content Marketing.
This morning, I had the opportunity to hear John Robinson speak at a New York Capital Region AMA event in Clifton Park. John is a master storyteller. John’s stories are engaging and inspiring. He also has a great sense of humor. I don’t remember many of the commercials I saw on television last night but I will never forget John’s stories and inspirational message.
John Robinson overcame countless obstacles to become a successful entrepreneur, family man and inspirational keynote speaker. John is a congenital amputee born without full arms and legs. John stressed how important it was to be comfortable with who you are.
John told the inspiring story of his bicycle ride across New York State which he called the “Journey Along the Erie Canal”. John, his family and Doug Hamlin completed a 17 day bike ride from Buffalo to Albany in July of 2013. Their purpose was to raise awareness of the ability inside all People with Disabilities and to raise funds to support Adaptive Sports, Accessibility, Education and Employment for New Yorker’s with Disabilities. Through his organization, Our Ability, Robinson mentors, connects, and inspires people with disabilities toward education and employment. They were greeted by local politicians and enthusiastic supporters along the way. They overcame many obstacles including rough trails, extreme heat, rain and sore muscles. As Doug Hamlin, John’s partner and guest speaker Doug Hamlin so aptly stated, “Things that look like a disadvantage are an advantage”.
The audience was inspired and engaged by John and Doug’s story, their sense of purpose and how they used Social Media and Content Marketing to distribute their story. They will likely remember the inspirational stories John and Doug told for years to come.
Can you share a story that inspired you to overcome an obstacle?