While I wouldn’t claim to be a Bear Grylls, hard-core outdoor type…
…I do have an enthusiasm for the outdoors and I do go for a ramble or a short hike on a fairly regular basis. That’s enough to inspire a reasonably keen interest in outdoor kit in general and walking gear in particular.
Now, while Craghoppers is my current first choice for much kit…I’m pretty familiar with most of the outdoor gear brands. So, when I saw this headline…
“Who Was Helly Hansen”
…I recognised the name and was interested enough to click on the link to read the story…
I’m drawing this ad to your attention because it’s an example of…
…using a story in advertising…a topic I’ve mentioned before such as in “The Classic Marketing Product Story” (which is all about the work the great Claude Hopkins did with Schlitz Beer).
An extract from the article…
“It all began in 1877, when sea captain Helly Juell Hansen believed there must be a better way to protect himself and his sailors from the brutal Norwegian elements. He cracked it – by applying linseed oil to cotton canvas and coarse linen, Hansen created the basis for supple, waterproof clothing that changed everything.
Working from their basement in the coastal town of Moss in Østfold county, Hansen and his wife Margarethe began producing oilskin jackets, trousers and sou’wester hats for sailors and workers to wear during their long days at sea. Recognition came quickly: the new company won its first product award at the World Expo in Paris in 1878.”
Used properly, stories can be a great way to engage potential customers and bypass “Ad Screens” to talk about your product or service. So although this particular ad is not the best of its kind…
…it’s well worth a look and considering your own marketing story.