Narrative Marketing

What’s the Story?

Narrative marketing is a brand new form of public relations. We take the essence of the business and drive the marketing from a story-based perspective. It’s powerful, it’s real and resonates with people. Most important, narrative marketing gets results.

In 1993 Lisa, the founder and principal of LAD had been working in public relations for six years. She handled the national PR for Pernod, Ricard, Wild Turkey Bourbon, Cervena Natural Tender Venison from New Zealand, Seiko Watches, among many other global brands. She thought she had a pretty solid handle on the industry, until her new boss at the time, David Kratz, asked about a project for her client — the venison industry of New Zealand

He said, “What’s the story?”

While she had mastered event production, budgeting, strategy and many other aspects of traditional PR, no one at big or small agencies or even in-house at Pernod-Ricard had ever stopped and discussed this aspect of brand building before.  It was a classic ah-ha! moment for Lisa.

This question has became Lisa’s mantra.

When LAD approaches a project, whether it’s the launch of a new hotel or a new micro-distilled spirit or fantastic Pinot Noir or restaurant, the team asks “What’s the story?

We don’t approach projects with a news release solution. We ask “who would care about this story?” “What makes this story different?” “what is the best timing for this story?”  ”who should we individually pitch this story to?”

This tailored approach takes a lot of discipline but it’s the results from our approach that separates us from the pack of artisanal food and beverage PR firms. We have deep expertise in food, wine, beer, spirits and hospitality. And, we know what makes a great story from an editorial perspective. We only pitch valid story ideas that serve the media’s readership. This means we earn and maintain relationships with influential national media because they trust our editorial judgment. They know we will never waste their time.   

So give us a call and let us help you tell your story!