Did you catch the content marketing lesson during The Christmas Story marathon on TBS this holiday? Since 1983, we’ve been drinking up the Ovaltine content marketing story on The Christmas Story. Ovaltine almost pulled off the perfect execution of using storytelling to generate awareness, engagement and generating a sale with Ralph!
It’s critical for brands to understand the power of storytelling to reach and involve customers so they will “buy stuff”. It may take a little longer to take this storytelling route, than a direct-respond email or telemarketing. However, it’s a necessary approach since many customers need to be wooed this way!
3 Parts To Good Content Marketing Storytelling
The Ovaltine scene in The Christmas Story breaks the need to tell a story with your content down nicely.
1. Generate Brand Awareness Using Storytelling. Like many of the 1940’s and 1950’s brands, Ovaltine used radio shows to connect with their audience of buyers (i.e., moms) and influencers (i.e., kids). As presented in The Christmas Story, Ralph was a captive audience member each week. Since there was no television, Facebook or PS3 in 1940, so Ralph’s entertainment was centered on the Annie radio show. Ovaltine used its storytelling ability to insinuate their weekly chocolatey message into the lives and minds of their listeners. This approach helped to build their brand awareness.
2. Tell An Engaging Story To Build A Great Relationship. Each week Ralph listened to the radio-delivered adventures of Annie. In addition to hearing the weekly escapades, he was intrigued how each show ended with a secret message. He needed a decoder ring to understand this message. He tried to decode it without one, but failed each week. He needed that tool to understand what Ovaltine was saying. We all know that great content marketing and messaging should not require a decoder ring. However, this secret message and the need for a decoder ring was the carrot for the reader’s (i.e., Ralph’s) engagement. What a great idea to keep the audience engaged! Ovaltine did a great job of increasing their awareness and buyer involvement by integrating the story with the need for a true engagement mechanism.
3. The Call To Action To Move The Buyer Toward Purchase. Now, this is where Ovaltine did a good job and not so good job. The announcer’s highlight of the secret message at the end of each episode was a great call-to-action. It truly tried to take the relationship to the next step. Ovaltine wanted little kids from around the country to mail away for the decoder ring! This action was a great step toward the purchase! However, once Ralph received HIS ring and decoded the secret message, he found that is where the storytelling ended, and the sales pitch began. Instead of continuing the story in the way that he expected, the direct message became “Be Sure To Drink Your Ovaltine”. As Ralph put it, “A crummy commercial? Son of a bitch!” The Ovaltine relationship ended due to bad storytelling!
Great marketing strategies execute on their content marketing strategy with great storytelling. With no decoder ring needed!
Make sure to execute you content marketing strategy the right way! Otherwise, you might shoot your eye out, with your poor storytelling!
Picture sources: Decoder ring from YuleBlog.us
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