We live in a world in which the noise level has become deafening. It used to be that information was scarce, and we relied on the advice of experts to make sound decisions.
ut, with the explosion of the Internet and the proliferation of digital communications
, we have an incredible amount of information at our fingertips. Increasingly, however, instead of finding clear, concise answers we are bombarded with information that can make things more confusing. We not only find an unprecedented level of noise online, but we find it in retail stores. So many choices. So much information to absorb. There seems to be noise everywhere we go. With all the noise, it makes it harder to find the signal. Stories have always been important, but the art of storytelling is becoming more important given the noise that engulfs us. Incorporating your company’s or your product’s story into your
point of purchase displays
might be the single most important thing you can do to increase sales.
Consumers are more influenced by stories more now than at any point in history. Stories can help us decide what to believe. They are important because they are meaningful, and they are meaningful because they are memorable, impactful and because they create personal connections. Ten or fifteen years ago it would have been unheard of to see storytelling as a part of the curriculum of any top business school. But now there is a growing body of research focused on storytelling, and it is being built into the curriculums of many of MBA programs. Knowing how to tell a good story is not only an important skill of an effective leader, but it is a valuable tool in influencing consumer behavior and purchasing decisions. Jennifer Aaker, a professor at Stanford Business School, has conducted extensive research on the power of story. In this blog, we’ll share the findings of some of her work, and we’ll discuss how it can be applied to point of purchase displays.