Business Review - Tapping the Power of Story

Mar 26, 2020

LUKE SHERWIN CO-FOUNDER AND CHIEF CREATIVE OFFICER OF ONLINE MATTRESS STARTUP CASPER KNOWS GENUINE STORIES BUILD A STRONG BOND OF TRUST WITH CUSTOMERS.

There's a perception that storytelling is a, is a marketing tool. You know, it's part of a smoke and mirrors. But I think one of the things we've noticed is in the chaos of all the moving parts of a startup, this story is a


way of threading those often chaotic moving parts. Like what's important and what's not important is a really useful communication tool.

AUTHENTIC STORIES TOLD BY HAPPY CONSUMERS, INCENTIVIZE NEW CUSTOMERS.

We’ve built that core mechanic of a friend to friend recommendation as the foundation for our marketing. So staying authentic to that just very natural human thing or sharing an experience with another person. Um, particularly when it's something as important and as expensive as a mattress. Uh, we don't think there's any substitute for that. We definitely set up our customers with the tools to, to, you know, share our story, um, and do that in ways that are amplified.

SHERWIN SAYS STORYTELLING ENABLES CASPER TO SHARE HOW THEY ARRIVED AT THEIR PRODUCT.

We felt it was vital that the months and months and you know, thousands of hours of testing and research that go into our product were communicated to customers. And to do that in a way where you can stand out and people can understand the empathy and the thoughtfulness that you had when you were creating and investing in our company.

THE BUSINESS REVIEW IS A PRODUCTION OF KWBU, LIVINGSTON MCKAY, AND THE HANKAMER, SCHOOL OF BUSINESS AT BAYLOR UNIVERSITY.