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Synapse storytelling

Synapse storytelling

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SynapseSterytelling - a new way to develop differentiating brand positioning or new communication platforms based on customer insights and storytelling techniques

SynapseSterytelling - a new way to develop differentiating brand positioning or new communication platforms based on customer insights and storytelling techniques

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Synapse storytelling

  1. 1. SynapseStoryTelling A way to touch more effectively than ever the brain and heart of your customers
  2. 2. 2 More than ever, customers want better brand stories, trustworthy, inspiring and guiding stories… And no more repetitive and insipid clichés…
  3. 3. 3 The one able to tell the best stories will capture the brain and heart of its audience
  4. 4. 4 SynapseStory Telling, a Creative Approach based on 4 steps: 1. Revealing what customers can not tell us about how they behave 2. Story Telling Tips and Practice 3. Being inspired by the Customers’ Life stories 4. Creating Brand Stories inspired and driven by customers’ imagery and supported by a totally new creative approach, the story telling
  5. 5. 5 1. How to reveal what consumers can not tell us about how they behave… Digging deeply into customers’ mind…. Collages Or videos montage Ideal Self projective boards + My “deep” and “intimate” relationship with the concerned category, brand, product usage, a specific theme.... Respondents invited to share with us all their Imagery around the concerned topic: archetypes, associations, hopes, fears, key motives and barriers, metaphors, anecdotes, satisfaction and frustrations... What I want unconsciously tell to ME and to OTHERS through this product usage, brand purchase,...
  6. 6. 6 1. How to reveal what consumers can not tell us about how they behave… Extremely rich material… Refreshing anchors for future stories to tell… Thanks to their own selected pictures and the “cognitive interviewing” method, each respondent will reveal by himself/herself its more profound and authentic relationship with the concerned topic... Hidden motives, barriers and real life anecdotes impossible to disclose through classic quali or quanti approach...
  7. 7. 7 2. StoryTelling: Tips and Practice training Capture the essence of what makes a good story, which ingredients to combine… And how to tell it in order to make it captivating, inspiring and guiding… Thanks to the support of professional coach, teaching story stelling and improvisation
  8. 8. 8 2. StoryTelling: Tips and Practice training Another way to develop « concepts »… avoiding standardised, sterile and boring stories… Looking for all tips and tricks to captivate the audience and touch the heart or brain of your audience how to install a good start, how to create a real tension and how to end and solve the tensions…
  9. 9. 9 3. Be inspired by Customers’ stories The collected material will be: On one hand, summarized in one single multimedia presentation of 45’ On another hand dispatched as a gallery of testimonials… Providing an incredibly rich source of inspiration for stories to develop e.g. What means “trustworthiness” for a young woman 27 y.o. (Belgium), A lot of personal stories linked to each picture...
  10. 10. 10 4. Create customer based stories, applied to your brand Based on collected imagery, metaphors, anecdotes and life stories of your customers... And thanks to story telling creative approach Stories for future Brand Activations Stories for disruptive Brand positioning Stories for Communica tion platforms Stories for new Brand extensions Stories for product innovation
  11. 11. 11 4. Create customer based stories, applied to your brand THE OUTCOME: Next to the development of real differentiating and disruptive “concepts” done to deeply touch heart and brain of your customer... It’s the opportunity for all participants to discover and integrate a new way of thinking that will reinforce their creative potential... Tell me a fact and I’ll learn. Tell me a truth and I’ll believe. But tell me a story and it will live in my heart forever.
  12. 12. 12 The Key protagonists of this Creative Story Telling Program Above all... You, with your Task Force assisting and contributing actively to the whole program The SynapsesQuali Researchers The Story teller coach Your customers or Prospects or Non users
  13. 13. 13 SynapsesStoryTelling - Timeline Steps Content Time required 1. Dive deeply in Customers’ Mind and collecting all their imagery and life stories  Depending on the number of countries involved in the project and the customer segments to recruit  Per customer segment, 14 in-depth interviews of 2 hours (FtoF or online interviews) allow to collect a mountain of insights and anecdotes 2 to 3 weeks (possibility to organise field simultaneously per country) 2. Story Telling Tips and Practices  Training session provided by Improvisation and Story Teller experts  Basic tips and lot of funny exercises  An enriching experience for the whole life... One day session 3. The Life stories Gallery  45’ of multimedia montage with key collected customer insights  All collected material will be dispatched in several rooms (collages, anecdotes, the stories around the projective exercises,...) Half day Immersion 4. Creating Brand Stories based on Brand heritage and Customers’ life stories  Creating and improvising per sub-group Brand Stories inspired by collected material  Brand activations, Brand positioning, New Brand extensions, Product Innovation, Communication platform  New way of writing concepts, much more impactful and disruptive... One day and half For the Task Force: 3 days program After training, only two days required
  14. 14.  Contact us • Office: +32.2.759.91.99 • synapses@synapsesquali.com •Pedro Zaragoza: • Mobile: +32.478.28.77.16 • pedro.zaragoza@synapsesquali.c om Ready to invent the stories that will resonate in customers’ heart? 14
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