STORYTELLING AS CONTENT MARKETING STRATEGY FOR NNYL STUDIO

• Main Author: Lathifah, Nurul
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41372
• Institution: Institut Teknologi Bandung

Business industry have had enough with bigger, faster, stronger, cheaper etc. Many of SME are tired of having competition about so many valueless things that seems like an endless battle. Stories on the other hand, delivered intangible value and human spirit; it has powerful impact into customer engagement and sustainability of company. Storytelling was the first forms of communication between human. Storytelling activity bounds stronger and positive relationship. In marketing activity, telling stories engage customer better than just giving information and facts. Stories is powerful way to gain people’s attention with emotional associations that are bigger than rational association. In last few years, demand for personalized gifts has increased. Now customers are focusing on gifts that are exclusively designed in order to make their loved ones feel special and build stronger personal connections. The presence of stuffed toy in people’s daily activities is not as crucial as let’s say : sofa in living room, or a table in kitchen. However stuffed toy as gifts product are still popular and on demand . Nnyl studio is creative studio that work on customize sewn stuff. Handmade stuffed toy company’s signature products. The idea is committed to make people realize their need to express their emotion and originality through personalized goods. Nnyl Studio believe in handmade spirit, and the presence of fabrics is one of essential part in people's story of life. Nnyl studio dedicated to make customer's design idea become real. In the first year, Nnyl studio's sales activities has been relied on word-of-Mouth. Existing customers mapping were analyzed from many perspective to find the red thread of customer’s tendency. Then deep interview also held to get insights from ideal customers. This research using several method and tools that stand for value of Nnyl Studio itself as service-design based company. Whether in writing a novel or crafting an instagram post, all storytelling shares the same common elements: setting, character, plot, conflict and arc. How the traditional story plot can transferred into Nnyl Studio as a company is still vague. This research meant to helps Nnyl Studio becoming a better storyteller and creates acceptance of new idea in service design industry. This study used qualitative approach after examined quantitative data. The result of the study indicates that Storytelling is fit for Nnyl Studio target audiences. The implementation plan of this research are graph of storytelling strategic plan and the stages of storytelling for Nnyl Studio.