Storytelling is the new Marketing tool

Over the last few months, it has become evident that storytelling is becoming more and more important as a key marketing tool that gives you a point of difference,

At Chestnut Brae, we have been working with Storyland Atlas (https://storylandsatlas.com/pages/farms-info) to develop unique stories that build on the customer experience by creating stories around sweet chestnuts. Other farms in Canada and Australia have also joined forces in developing stories.

When we started this initiative, I must admit I was worried we would be too far ahead of the customer curve of expectations.

One of the important keys in developing any new concept is to look at trends and ideas outside of the industry. Market leaders tend to follow this trend, whilst followers copy from inside the industry and become " Me to” operators.

Over the last month, I have been in Hong Kong and the UK looking for new ideas.

Having now seen story development in Hong Kong and a visit to the British Library, I am now confident we are on trend at Chestnut Brae.

The British Library have created a complete exhibition around storytelling and the value of stories. Their merchandising theme has also been devoted to storytelling, and on my visit was exceptionally busy.

What I do like is the innovative displays they have developed around the theme, and there are plenty of ideas here that could be adapted by farmers to develop their own storytelling themes. This gives a point of difference that is unique to that business.

Another idea from the British Library could be adapted for agritourism operators. The library has launched “Food Season 2026” for the month of July. During that month, their restaurants will serve local foods and have on-site chefs, food writers and historians to share culinary conversations over a meal. Presentations include:

• Food Lovers to Change Makers

• Much Ado About Cooking

• The Legacy of Edna Lewis

• Seaweed

• In the Heat Together: Couples in the Kitchen.

Imagine such events in a restaurant at a farm.

There are plenty of ideas around at present on how an agritourism venue can get a market edge. If you are interested in developing your team to think outside of the box, have a look around our site and see how the Agritourism Training Academy can help you.