New Modes of Engagement: Telling a Sustainable Brand Story Your Customers will Listen to
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After years building up sustainability credentials behind the scenes, brands are keener than ever to tell their customers about all the great work they've been doing. Problem is, most customers don't have the time or interest to listen. So how can you build brand preference and loyalty by engaging your customers on sustainability? It starts with listening to them, gaining insight into their needs, wants, cares and concerns. And using that knowledge to tell a sustainability story that's simple, memorable and compelling. This hands-on workshop will show you how to do just that.
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New Modes of Engagement: Telling a Sustainable Brand Story Your Customers will Listen to
- 1. Telling a sustainability story your customers will listen to Using insight and storytelling to connect Daianna Karaian @daiannatweets www.futerra.co.uk Stuart Duncan @stuartgduncan @futerra
- 2. www.futerra.co.uk Our mission To make sustainable development so desirable it becomes normal.
- 3. www.futerra.co.uk Agenda Reconnecting with our customers to uncover insights BREAK Connecting with our customers through storytelling
- 6. Describe your customer —What drives them? —What do they enjoy? —What worries them? —What is their life like? www.futerra.co.uk
- 7. Our benefit. —Functional —Emotional —Social www.futerra.co.uk
- 9. What’s your benefit? What more could it be? —What do customers already get from using your product? —How does that make them feel? —Is there a wider benefit that goes beyond them as individuals? www.futerra.co.uk
- 10. Our sustainability issues. —Raw materials —Supply chain —Operations —Employees —Distribution —Customers —Product end of life —Community www.futerra.co.uk
- 11. Our sustainability proposition. —Supports an existing benefit —Creates a whole new benefit www.futerra.co.uk
- 12. Creating a sustainability proposition We can give our customer _____ / make them feel ______ by ______. www.futerra.co.uk
- 13. www.futerra.co.uk Break! Please come back at 11:00
- 14. www.futerra.co.uk Once upon a time… Il était une fois… Es war einmal… Había una vez…
- 15. After nourishment, shelter and companionship, stories are the thing we need most in the world. Philip Pullman
- 17. A story is not… —A corporate PowerPoint —All about us, our values and mission —Telling people what to care about or think www.futerra.co.uk
- 18. Generic Brand Video www.futerra.co.uk
- 19. A story… —Is about people, characters —Has a plot —Tells us something about the world www.futerra.co.uk
- 21. 1. A story is about people, characters www.futerra.co.uk
- 22. www.futerra.co.uk Hero Villain Mentor
- 23. You are not the hero www.futerra.co.uk
- 25. Who is the hero of your story? Customer? Supplier? Employee? Member of the community? Make sure it’s someone we can relate to and care about. www.futerra.co.uk
- 26. 2. A story has a plot www.futerra.co.uk
- 27. Plot elements 1. Beginning. Middle. End. 2. Pose a big searching question to www.futerra.co.uk be resolved 3. Motivated by an initiating incident 4. Empathic characters who will do something 5. Arouse, sustain and increase anticipation about ‘what’s next?’
- 29. EXPEDIA
- 31. What is your story’s plot? What is the hero’s journey? What’s the challenge to overcome? What do they want? What’s going to happen? Who is going to help? www.futerra.co.uk
- 32. 3. A story tells us something about the world www.futerra.co.uk
- 33. Morals It’s what’s inside that counts. To succeed, we must first believe that we can. People are afraid of change but things always change. Hard work can bring a great reward. www.futerra.co.uk
- 35. What is your story telling us about the world? What is the moral? What is the universal theme? www.futerra.co.uk
- 37. How do I do it Who is the hero? What is their challenge? How does the brand help? What are you saying about the world? www.futerra.co.uk
- 38. Stories are out there… …they deserve to be told …tell yours well! www.futerra.co.uk
- 39. Thank you Daianna Karaian @daiannatweets Stuart Duncan @stuartgduncan @futerra www.futerra.co.uk
- 40. Resources Jonah Sachs -Winning the Story Wars http://freerange.com/thinking/story-wars Adam Westbrook - Inside the Story http://www.insidethestory.org/ Paul Zak – The Psychology of Storytelling http://www.spring.org.uk/2014/01/the-psychology-of-storytelling- www.futerra.co.uk and-empathy-animated.php