A Story to Pull on Your Heartstrings

When approaching the idea of a company I perceived as authentic, I thought about brands and companies I trusted and came up with a few characteristics each company had in common. They each had stories, whether the story was their own or one of their customer. They stood by their products, even if it cost them revenue in the end. Finally, they each made their customers feel like part of the family.

As the ideal of authenticity relates to Heartstrings, that aspect is rooted into the very fabric of their store. The store was opened by my client’s aunt, and has been a family run business ever since. Over the years they have weathered economic shifts, one building relocation, and the buying of neighboring children’s stores Chatters. Their story, if you ever hear it, makes you understand the attention to detail and devotion to maintaining that family oriented feel in their store. A woman who set out to make her own business about family and giving to others, and has succeeded well past what she ever imagined. That is a story worth sharing.

I feel intertwining their history through this “storytelling” method of marketing would increase their brand appeal to customers and increase foot traffic to the store. Anyone who does go into the store can attest to how to the helpful nature of the working staff. Just this past week I went into the store and asked about a gift for a retiring friend and was given incredible help on navigating the store, selecting a gift, and having it wrapped. If they could share their personal touches and history more efficiently in their marketing, I believe it would increase their following. I would personally have the owner deliver a quick story about her business on social media.

Additionally, I feel the store could add to their narrative by sharing the stories of other customers. When I look for a gift to give a friend, I often look around to see what others have done. I believe featuring customers or simply the customized gift would incentivize their online audiences to come to the store for their gift needs. Spotlighting a particular age group with a customer quote can engage other customers of that demographic and highlight what offerings are available in Heartstrings.

Implementing the storytelling approach is a seamless and ideal way to ensure that Heartstrings can remain true to their heritage and continue to grow as a business. I believe their audiences would be receptive to added features as it makes it easier to walk into the shop and ask for a particular gift (perhaps one they had seen featured). Any move that makes their store more appealing and accessible to the public is one worth making.

Photo References:
https://www.oliverwolschke.de/interview-mit-youtuber-walter-schoening/