Alma Derricks, vice president of sales and marketing for Cirque du Soleil, says that storytelling is the framework for its digital strategy to make the consumer experience more warm and friendly.
At Cirque du Soleil shows, attendees are caught up in the theater of circus acts and amazing feats of athleticism. To tap into that enthusiasm and continue to engage consumers, the brand uses storytelling to take them behind the scenes, like ‘Cirqueshops,’ or workshops that teach elements of the shows.
In this in-depth interview with CMO.com, Derricks shares how asking questions can change up the marketing mix, finding new ways to get people closer to the brand and how it is driving that intimacy through digital and mobile.
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