In our work with various government agencies, one thing we noticed is the challenges faced in marketing a product. Sure, it has been a pleasant experience for us to discover great Filipino products, creations, and even research papers in the country. However, this also presents tremendous opportunities in marketing these not just here in the country but even overseas. While most micro, small and medium enterprises have received funding and grants from our government, many of these may not necessarily be known in the mainstream.
Storytelling then becomes a key aspect of marketing. Filipinos love a good story and combining this with an opportunity to help is almost always a no-brainer. This is why the tagline support local always works because it is innate for us Filipinos to help whenever help is needed. But the story or what happens behind-the-scenes has to be said out loud and should reach the target audience as soon as possible as there is only a tiny window of opportunity available to achieve what is needed.
In an article published in Longitude, a Financial Times company, Ben Harrison shares how storytelling is a vital tool for sustaining attention. I couldn’t agree more. In this day and age of instant gratification, instant everything, and DIYs (do it yourself), Filipino craftsmanship gives a lot of value and context in what goes behind the scenes, for example, in making the bul-ul you purchased it a trade fair you happen to see by chance when you went out of your house once to buy essentials.
Harrison further shares that a good storytelling framework to use covers the following milestones or events:
1. There is a hero
2. Who has a goal
3. But who faces a challenge
4. Then the hero finds a mentor
5. And together they set out on a journey
6. Along the way they face obstacles
7. But they overcome them
8. And ultimately secure victory
The above is absolutely applicable not just in business, but also in government work where ultimately the objective is to promote Filipino products and craftsmanship (and, of course, many others). For example, the export business faces a lot of challenges, especially with the likes of IKEA and other business outfits entering the (global) market, but there is an advantage in marketing and an even better edge in storytelling. The Filipino story has to be said out loud and out there.
The same story framework can be applied in this case as follows. Note that this is an example only.
1. There is a hero
There is a Filipino furniture maker
2. Who has a goal
Who needs to sustain his livelihood in order to feed his family
3. But who faces a challenge
He is facing difficulties in selling his products due to the cheaper alternatives out there
4. Then the hero finds a mentor
The Filipino furniture maker is given help by a government agency
5. And together they set out on a journey
They work together to achieve same goals
6. Along the way they face obstacles
They must deal with the competitors and have the target market see the value in the products
7. But they overcome them
They address the challenges along the way
8. And ultimately secure victory
The outcome provides for a sustained approach to secure livelihood
Truly, much is still yet to be discovered and appreciated in terms of the Filipino products out there. Opportunities abound in marketing, particularly in storytelling in promoting Filipino products not just locally, but to the rest of the world.
Kay Calpo Lugtu is the chief operating officer of Hungry Workhorse, a digital and culture transformation firm. Her advocacies include food innovation, nation-building and sustainability. The author may be reached at kay.lugtu@hungryworkhorse.com.
Source: https://www.manilatimes.net/2022/01/20/business/top-business/storytelling-in-marketing/1829961/