| Story. | | | | affects the senses. The smell of the fresh roasted |
| Story is vital for most small business simply because | | | | popcorn, the familiar feel of the seat with its armrests |
| word-of-mouth advertising is their number one method | | | | and gentle rocking-backwards motion as you settle in, |
| of spreading the word about their business. And story | | | | the hush of the audience as the lights dim; all these |
| is an incredibly effective vehicle for this. Every song on | | | | impact our senses and have become an integral part |
| the radio is a little story; every thin joke we tell is a | | | | of the familiar experience that movie-goers the world |
| story. What do we share with our spouses when we | | | | over have come to expect when they go to the |
| go home at night, if not little stories about our day? | | | | movies. |
| Earlier we reviewed one critical lesson from Vincent's | | | | Your business package needs to emulate the movie |
| Legendary Brands: the story we create must interact | | | | experience when possible. Use anything you can to |
| with our customer's own life story. | | | | reinforce your company's story through the use of all |
| And your company's Package can play a huge role in | | | | of the customer's senses. |
| this. Look at how many people still go to the movies, | | | | Is the type of music you play on the overhead |
| twenty years after the VCR arrived in everybody's | | | | speakers sending them a message that's congruent |
| home. The experience of the theater--the big screen, | | | | with the story you are trying to tell? Does the entrance |
| the popcorn, the excitement of going somewhere, the | | | | to your shop reflect the way you want them to feel |
| energy generated from our fellow movie-goers--all | | | | about your brand? Wherever possible, seek out and |
| these contribute to the continued popularity of the | | | | enhance how you use Package to enhance the brand |
| movie theaters. You just can't achieve that same | | | | story you are delivering to your customers. |
| "movie-house" feeling at home, no matter how big your | | | | Remember: Brand (who you are) + Package (your |
| home entertainment center is. | | | | Face to the Customer) + People (customers and |
| Think for a moment how the movie theater Package | | | | employees) = Marketing Success. |