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.
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
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?
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10. Our sustainability issues.
—Raw materials
—Supply chain
—Operations
—Employees
—Distribution
—Customers
—Product end of life
—Community
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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.
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27. Plot elements
1. Beginning. Middle. End.
2. Pose a big searching question to
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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?’
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?
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32. 3. A story tells us
something about
the world
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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.
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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?
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38. Stories are out there…
…they deserve to be told
…tell yours well!
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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-
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and-empathy-animated.php