Brand Storytelling & Metrics
Your Customers' Interests and Expectations Filter Their Awareness and Attention
Companies like yours are constantly fighting a battle for your prospects' and customers’ attention. The reason it's so hard to cut through the noise is that the human brain filters out roughly 99% of the information and other stimuli we receive even before we become aware of them. This is referred to in cognitive psychology as "selective attention."
The 1% of information and stimuli that make it past those filters to our consciousness and the subset that we actually pay attention to are determined largely by two factors: what we're interested in, and what we are predisposed or conditioned to expect.
To make sure your messages pass through that filter into your audience's attention, everything you put in front of them needs to be relevant to their interests, and you must deliver not only relevance but also value consistently at every interaction so that your audience is conditioned to expect those things from your brand.
Stories Give Meaning to Facts and Make Them Memorable
As humans, our brains are hard-wired to be interested in, attentive to, and even hungry for stories. We need stories to help us make sense of, and give meaning to, the overwhelming influx of often complex information and other stimuli we receive every second. When we read a well crafted story, the same parts of the brain are activated as if we actually experienced what we're reading about.
We sense instinctively whether a story is authentic or fabricated. In order for your audience to trust you, your story needs to be authentic and straightforward.
Imagination Drives Action
By engaging our emotions as well as our intellects, stories also can be far more persuasive than other forms of communication. Business, like life, is always changing. Stories are focused on how the hero responds to a change that causes conflict or drama. An effective story helps your audience imagine how their difficult situation could be improved by taking an action within their control, which makes them feel empowered. A great brand story motivates your audience to demonstrate the desired behavior – usually responding to a specific call to action – by helping them envision the better future they can create by doing so, enablingthem to become the hero of the story within their own company.
(See what we did there?)
Measuring What Matters
Metrics Tailored to Your Business Objectives
Our clients rely on many unique metrics, and we tailor each program accordingly. For earned media, some clients ask that we track impressions and others simply track number of articles (often by tier) compared to goal and/or a competitive set, which is typically done as a share of voice report. We use Vocus, Critical Mention and other services to collect quantitative results and we develop a system for qualitative measures as well (tone, sentiment, coverage quality, etc.).
Our clients receive monthly or quarterly “GMetrics” reports, and all clients receive an end of year or end of campaign report that details goals vs. actuals, a summary of metrics, a list of media clips, and campaign insights.
Beyond metrics related to earned media performance, Greenough also measures the impact and reach of social and digital campaigns. For this, clients will often share login information to platforms such as Google Analytics, Facebook and LinkedIn and/or we’ll collaborate to extract information from platforms such as Adobe or Marketo to pull data needed to link investment to results (including CPC, CPM, cost per lead, etc.).
In addition to GMetrics reporting, Greenough also conducts an annual client satisfaction survey. Clients complete a multi-question survey and we tabulate and share results with clients individually. The survey enables us to benchmark performance for continuous improvement on each account and as an agency.