Gnomenapping Learner’s Attention

Hey, we can get you a cheap hotel room in Omaha!

Yawn.

“Ever since our gnome friend was…er…gnomenapped from his owner’s front yard in North Carolina, he’s been jetting all over the world with his captors. Thanks to the ease of Travelocity, he’s been schussing down snowy slopes, sailing and snorkeling in the Caribbean, cashing in at the blackjack tables in Vegas, taking spontaneous road trips—and loving every minute of it! While the practice of gnome-nabbing has been going on for years, this particular gnome has achieved a sort of celebrity-status, appearing on television and radio ads, posing for photo shoots in exotic locales, and getting recognized in airports across the country. He’s even earned a prestigious title: The Roaming Gnome.”

Gnomenapping. Gnomenobbing. Gnomeroaming. Now you’re talking.

What grabs attention grabs attention. Be it for garden adornment, advertising, branding, or learning activities – from regular ole’ classes to fancy-schmancy eLearning experiences. “What the best storytelling does is establish a three-way connection among the audience, the storyteller, and the characters in the story. After that connection has been established, it can facilitate any number of ends,” write futurists & branding experts Ryan Matthews and Watts Wacker in WHAT’S YOUR STORY? Storytelling to Move Markets, Audiences, People & Brands (FT Press | Pearson; 2008)

In other words, provide the dots. Listeners (and learners) will connect them.

The other aspect that makes the Travelocity gnome thing work well is that it is the opposite of cheap rooms in Omaha - boring. And boring doesn't land. Or stick. However, regale people with the tale of a snorkeling, ski loving, Vegas high roller of a gnome and we ain't in Kansas (or Omaha) any more. Because of two key characteristics of effective storytelling in particular: a kooky character and an inviting setting. “Tap into popular culture or link your business story to stories that already resonate with your target audience, and you’re well on your way to success,” continue Matthews and Wacker. Then populate the place with individuals (real or fictional) that are memorable.

“The development of “great” characters is one of the elements that set good stories apart. Brands that have developed iconic characters—from Charmin’s Mr. Whipple, to the Energizer bunny, to Mr. Clean, the Jolly Green Giant, and all their cartoon peers—tend to have messaging that we retain longer, sometimes even after the brand support communication or the brands themselves have been cancelled.”

The combination of the context and the character pulls the listener into your world – almost against their will – and gets them integrated emotionally.

“Storytelling is an amazingly effective method of knowledge transfer and a powerful tool for message retention.”

The tl;dr: A story with a fun setting + memorable character = retention on steroids.