Building DTC Brands through Storyselling

Earlier this year, the VAB issued a guide titled “Direct Outcomes.” Inside, it provided great insight into how today’s leading DTC brands have leveraged the power of TV to drive growth and profitability. The guide served up powerful statistics about spending, efficiency, and revenue. However, it was something else that really got my attention – the value of television creative (not data) and how it engages consumers and builds these brands.

“Unlike most advertising, the storytelling nature and visceral connection of TV advertising compels people to go online to re-watch ads again. In fact, most ‘Emerging’ brands saw Double- or Triple-Digit Lifts in non-paid online video views of their TV ads as they increased their TV investment.”

I loved that they focused on the role that strong creative and storytelling plays. Something often overlooked these days. I also felt they were missing something. Something that is critical for most DTC brands.

A TV ad that increases non-paid views is an important mid-funnel boost, but these views alone generally won’t convince consumers to make a purchase. Views are only views. DTC companies that want growth now, need action now. While a good story and strong emotional connection can lift your brand, it may not meet your ROI objectives.

This is where effective DRTV comes in. DRTV creative takes consumers beyond consideration and drives them down-funnel to make a purchase. The VAB refers to the power of storytelling. Here at Eicoff, our experience has given us a slightly different approach to TV creative. We call it StorySelling. And it has been a key to our success in generating sales and building both DTC and traditional brands.

While not a set formula, there are a few central components to successful StorySelling. It starts with a focus on response. We begin every creative strategy with the question: “What do we want people to do – not think or feel – when they see our ad?” Creative has a job to do, and we can’t lose sight of that.

Then comes the emphasis on engagement. We need to identify our targets’ pain point, and hook them early on. And once we have their attention, the payoff comes in the content. Our creative teams find the right balance of story and information. Too much story risks losing the sale. While too much information will drive them away.

DTC brands are disruptors. They provide something unique. How you educate the viewer on what makes you different and how you fit into their life is critical. Once you make this connection, the barriers come down. Target audiences become loyal consumers.

It takes experience to strike the right balance for effective StorySelling. The key element is making your brand, product or service the “story” of the ad. How you actually execute that in an engaging and compelling way… well that’s our job. If you’re interested in hearing more, reach out to me, Rob Schmidt at rob.schmidt@eicoff.com.