As a marketing strategy, storytelling conveys a company’s personality, connects with people, appeals to emotions, and builds relationships. The most effective storytelling is multimedia and multi-platform, combining photography, videography, websites, social media, and written content.
“Storytelling is probably the most important technique,” says Rob Melis, founder and president of Construction Marketing, a Sarasota, Florida-based advertising and marketing firm that works solely with the construction industry.
“As human beings, we’re brought up to understand the world around us based on stories that we’re told. I am absolutely convinced that there is a special part of our brain that is really designed to process stories. We have an amazing power to understand and get lost in and find ourselves in stories. It’s an extraordinarily efficient and powerful way to communicate lessons and knowledge.”
Focusing on past projects, an organization’s history, a family-owned business aspect, or a project manager’s expertise, construction companies have many stories to tell. They just need to be told, Melis says.
He says construction company leaders don’t always take advantage of the power of their own compelling stories to market themselves.
“Unfortunately, marketing hasn’t been a huge part of construction in the past, but we’re in the digital age now, and it’s becoming more important every year,” he explains. “[Storytelling] is a way to make people like you and want to work with you, which is the business aspect.”