the power of storytelling at retail - tropical foods · 2018-06-22 · the power of storytelling at...
TRANSCRIPT
©2016 Syntegrate Consulting
THE POWER OF STORYTELLING AT RETAIL
Christopher Brace CEO - Syntegrate Consulting
Dispel the belief that shopper communications need to focus on
equity, benefits / attributes, and price / promotion in order to be most
effective.
©2016 Syntegrate Consulting
Sea of Communication
Sameness
AGENDA
1. The science of storytelling
2. The art of storytelling
3. Storytelling examples
4. Three activation steps
5. Final thought
2003 Toyota Sienna Minivan - $6500This green 7 passenger 2003 Toyota Sienna is in good overall shape. The 6 cylinder motor (197,000 miles) runs great and has a timing chain instead of a belt for years of trouble free service. The seats and paint are in great shape, carpet and bumpers good. Two side doors, roof rack, steel wheels, front and rear air and heat. The only problems are one side door sticks a little but does open, and front bumper has a few scratches. Must sell due to layoff in the family.
TRADITIONAL CAR AD
2003 Toyota Sienna Minivan - $6500This was more than a car; it was an extension of our home. It carried our sons Jack and Gavin to their soccer games and our daughter Jackie to her first ballet recital. Not all of the 197,000 miles are memorable but many of them were adventures. This 6-cylinder minivan, like our family, has a few “life-marks”; the side door is a bit stubborn and it has a skinned front bumper, but all-in-all, she’s in pretty good shape. Now it’s time for her to take a new family on some great adventures.
STORYTELLING CAR AD
THE SCIENCE OF STORYTELLING
New Decision TruthA shopper’s thought process is based on a collection of stories.
Decision FallacyA shopper’s thought process is based on a collection of facts.
WHY IS THIS TRUE?
1. Brain scans reveal that the non-verbal part of our brain is activated before the verbal part.1
2. Narrative imagining – story – is the fundamental instrument of thought.2
1. Zaltman, Gerald, How Customers Think, Harvard Business School Press, 132. Wilson, Timothy, The Literary Mind, Oxford University Press, 4
HOW SHOPPERS THINK
1. Stimuli 3. Reason/Logic 4. Behaviors2. Emotions
Beliefs
Attitudes
THE ART OF STORYTELLING
TWO APPROACHES
1. Brand Positioning: The positioning of the brand facilitates the telling of an emotionally meaningful story.
2. Program Story: You create a story that allows you to tell an emotionally meaningful story that is still consistent with the brand.
KEY PRINCIPLES
1. “The story of the brand” and “the brand story” are not the same things.
2. You must draw a distinction between an emotional territory and the emotional truths within that territory.
3. There are three key elements to a strong brand story.
THE STORY OF THE BRAND
THE BRAND STORY
The history/equity of the brand and the role
it plays today.
The emotional truths shared between the
brand and its consumers / shoppers.
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STORY OF THE BRAND
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STORY OF THE BRAND vs. BRAND STORY
Brand Benefit &Attributes
ShopperNeeds
The Storyof theBrand
Brand Benefit &Attributes
ShopperEmotional
TruthsBrandStory
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PROGRAM STORY
Brand Benefit &Attributes
EmotionalTruths
Related toProgram
PROGRAMSTORY
We must recognize there is a distinction between an emotional
territory and the trigger-truths within that territory:
1. Emotional Territory: Sits at the category level, so can be leveraged by multiple brands (e.g. beer and the emotional territory of (socialization).
2. Emotional Trigger-Truths: The beliefs and attitudes adopted by a brand to give it a differentiated voice within the territory (e.g. Dos Equis adopted “being interesting” to differentiate itself within socialization).
Must have both in order to activate emotion in a way that CONNECTS,
ENGAGES, and INSPIRES consumers and shoppers’ behaviors.
TERRITORY vs. TRUTHS
EMOTIONAL TRIGGER-TRUTHS
The trigger- truths consist of the beliefs and attitudes consumers and shoppers use to make their decisions and trigger their behaviors.
BELIEFS (Non-Conscious)
ATTITUDES (Conscious or Non-Conscious)
A state of mind or feeling in regard to some matter – a judgment of a situation or a set of circumstances.
Something you hold to be true (whether actually true or not) about yourself, others, and the world around you.
THREE KEY ELEMENTS
1. The emotional territory (or territories) relevant to your category / brand or program.
2. The trigger-truths within those territories that the brand (or program) will own.
3. Clarity on how the brand’s benefits and attributes deliver those truths, so the story is seamless and authentic.
SEAMLESS BRAND STORY
EmotionalLayering
Seamless BrandStory
(POSITIONING)
©2016 Syntegrate Consulting
Emotional Territory:Learning
EmotionalTrigger-Truths
Emotional Territory:Environment
I believe life is meant to be experienced, not watched, so when it comes to raising my kids, my attitude is:
• Kids learn by experiencing the world and getting dirty
Emotional Trigger-TruthEmotional Trigger-TruthI believe people are responsible for protecting our planet, so when it comes to the products I buy, my attitude is:
• Biodegradable and non-toxic products are better
EMOTIONAL TRIGGER-TRUTHS™
©2016 Syntegrate Consulting
I believe people are responsible for protecting the planet:
• Organic products are better• Little, everyday things can
make a difference
I believe the world is meant to be experienced, not watched:
• People learn by being out in the natural world and getting dirty
• Getting dirty is a good thing
MEANING MISSION
We must inspire learning from the natural world that inspires
products and everyday behaviors that protect it.
BRAND VALUEPROPOSITION
We get out the dirt but protect the learning.BELIEFS & ATTITUDES
MEANING STATEMENT
We contribute meaning to people’s lives by championing learning
through interacting with the natural world and getting dirty. The outside world is our largest classroom and
ImaginEarth is committed to protecting it so future generations
continue to learn from it.
RTBs• Plant-derived cleaning agents• Triple enzymes• No optical brighteners or dyes• No synthetic fragrances
4
1&2
5
3 6
©2016 Syntegrate Consulting
NOW
“For my kids, the outdoors is a giant
classroom. If they come home covered in dirt and grass stains, then I know they’ve been exploring
and class was in session. I not only want to protect
their clothes but their classroom as well.”
“I’m all for protecting the planet but I’m only willing to compromise so far. I’m fine using an organic glass
cleaner that may leave streaks on my mirror, but
I’m not okay with an organic laundry detergent that leaves dirt in my kids’
clothes.”
“While I may buy other ‘green’ products, I don’t
when it comes to my laundry detergent. I just
don’t believe organic detergents can get my
clothes as clean as other detergents.”
INSIGHT-CONNECTIVITY™
CONSUMPTIONBEHAVIORAL INSIGHT©
EMOTIONALTRIGGER-TRUTH INSIGHT©
SHOPPING BEHAVIORAL INSIGHT©
©2016 Syntegrate Consulting
STORY vs. PRODUCT
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45 3
12
6
High Emotion
Low Emotion
High CognitionLow Cognition
STORY vs. PRODUCT
1
4
25
3
6
©2016 Syntegrate Consulting
Portfolio Shopper Marketing Program
(PROGRAM STORY)
CreativeFoodies
(Consumer Segment)
©2016 Syntegrate Consulting
CREATIVE FOODIES
PORTFOLIO CROSS-MERCHANDISING
BEFORE INSIGHTS
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Emotional Territory:Creativity
EmotionalTruths
I believe I am creative, so when it comes to my creativity, my attitudes are:
• My individuality is expressed through my creativity• My creative endeavors help me grow as a person• I always want to be pushing my own boundaries
Emotional Trigger-Truths
EMOTIONAL TRIGGER-TRUTHS©
©2016 Syntegrate Consulting
“Life is too short to be drinking and eating the same
things over and over. I’ve worked hard all my life so
today, I have no qualms about enjoying the finer things in
life. With so many wonderful ingredients and wine options
at our disposal, the possibilities for sophisticated and unique combinations are
endless. I hunger for more inspiration.”
“I’ve visited the wine aisle so many times, I could probably rearrange the shelves in my
sleep. Where others see chaos, I see an opportunity. I
can easily pick a wine to complement a dish, but
sometimes I wish stores were more aspirational in that
sense and made interesting suggestions or pairings we haven’t seen 100 times.”
NOW
“I feel most alive when I experiment, craft,
tweak and eventually come up with
something unique and delightful. I get to
express my individuality, share my talents, even grow as a person as I explore the boundaries of my own
aesthetics.”
CONSUMPTIONBEHAVIORAL INSIGHT©
EMOTIONALTRIGGER-TRUTH INSIGHT©
SHOPPING BEHAVIORAL INSIGHT©
INSIGHT-CONNECTIVITY™
©2016 Syntegrate Consulting
CREATIVE FOODIES
PORTFOLIO CROSS-MERCHANDISING
AFTER INSIGHTS
BUSINESS BENEFITS
1. Over 95% successful sell-in rate when the program tells a story.
2. 15% - 20% increase in ROMI.
3 THOUGHTS ON ACTIVATION
1. Be clear on your growth strategy and the emotional and behavioral hurdles the communications must overcome.
2. Select the aspects of your brand story that are most relevant to overcoming those hurdles.
3. Lead with emotion so you create emotional resonance, winning attention.
As emotional resonance increases, behavioral resistance
decreases.
Thank You!
©2016 Syntegrate Consulting 37
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