HSN used to be the station you flipped by while channel surfing. But these days the shopping network is boosting its brand image—and its sales—with a simple technique: storytelling. Or as the company recently told Forbes, it’s creating “lifestyle editorial programmed commerce.”
So what does that mean exactly? The company has added compelling content to the sales pitch, a move that gives consumers a deeper connection with the brand.
Here’s just one example: Before HSN launched a fragrance with Mary J. Blige, it created a documentary series about the music star’s life and ran it at HSN.com. She also promoted the scent at the Essence Music Festival. This emphasis on story across multiple channels helped the fragrance break sales records.
Telling rich stories can enhance almost any brand, but it’s an especially good technique for celebrity brand extensions or any product line bearing a real person’s name. Consumers want to know the face and personality behind the products.
Here are 3 ways to master the art of storytelling:
1. Take out the middleman. The Blige documentary let the singer talk directly to fans. If you don’t have the budget for video, you can achieve the same affect with social media. Let your brand’s star talk directly with consumers through Twitter, Facebook, and/or blog posts.
2. Don’t forget retail. Even in the digital age 70 percent of all purchasing decisions are made in-store. Use signage to tell engaging stories and consider including QR codes. These symbols connect smart phone users with additional text or video online.
3. Reach out to media. You don’t have to do all the storytelling yourself. If you have a juicy enough story or personality, there are newspapers, magazines or blogs who will want to tell it for you. Work on building strategic media relationships with outlets that reach your target market. And consider supplementing these efforts with print and online ads.
Finally, it’s important to make sure you’re telling the same story in all these different venues. You need to create a seamless experience for consumers whether they’re window shopping, web surfing, flipping through magazines, or glued to HSN.
Check out the video for Mary J. Blige’s fragrance and HSN premiere “My Life:”
