product innovation storytelling - 5 tips to breakthrough to your consumers

P R O D U C T I N N O VAT I O N S T O RY T E L L I N G C O N N E C T I N G W I T H Y O U R C O N S U M E R

P I X E L P O O L P R E S E N T S

C O M M O N LY H E A R D F R O M P R O D U C T M A R K E T E R S

Our consumers don’t fully understand our product

Our product is too expensive - lets lower the price

To consumers, our product looks like other, cheaper products

Our product gets good reviews but only geeks seem to buy it

Consumers can't see the cool stuff inside the product

Our product has no media budget, so its going to fail

Speeds, feeds and tech specs - how do I communicate all of it?

Our product isn’t selling because it is complicated

Our product is destined to be mediocre even though its cool

M A R K E T E R S , E N G I N E E R S A N D D E S I G N E R S S P E N D Y E A R S O F T H E I R L I V E S C R E AT I N G A P R O D U C T

T H E P R O D U C T T U R N S O U T A M A Z I N G . I T I S B E A U T I F U L . I T I S R E V O L U T I O N A R Y A N D H A S A M A Z I N G F E AT U R E S A N D B E N E F I T S .

Y O U R P R O D U C T H A S A N I N N O VAT I O N S T O R Y T O T E L L Y O U R C O N S U M E R S .

A F T E R A L L , T H E R E I S A R E A S O N W H Y S O M U C H R & D W A S S P E N T T O M A K E I T A M A Z I N G . I T K I C K S A S S , R I G H T ?

Its your job as a marketer to tell its story!

Storytelling helps close the deal, encourages upsell, and can make the customer feel good in the process.

H O W ?

T R A D I T I O N A L LY, P R O D U C T I N N O VAT I O N S T O R I E S A R E F O C U S E D O N F E AT U R E S

Feature 1 - Revolutionary material

Feature 2 - Faster processor

Feature 3 - Bigger screen

Feature 4 - Enhanced software

E X A M P L E S O F F E AT U R E S

B U T, I T S N O T J U S T A B O U T W H AT Y O U R P R O D U C T F E AT U R E S A R E

I T S A B O U T H O W Y O U R P R O D U C T C A N B E N E F I T Y O U R C O N S U M E R

Benefit - Its easier and lighter to carry

Benefit - you charge it less often

Benefit - it organizes your life and saves you time

Benefit - its softer and lasts longer

Less charging - We reinvented the battery.

More comfortable - We revolutionized the fabric and material.

Its healthier - We now only use organic ingredients.

Its more useful - It learns your patterns and adjusts to your needs

T I E T H E B E N E F I T T O T H E I N N O VAT I O N

B U T W E A L R E A D Y K N O W T H I S , R I G H T ?

Innovations and their benefits are what allow brands to sell products at higher price points.

The key word is sell.

As a marketer you must justify your position and price.

You must sell the value to your consumer. Otherwise, you look like every product on the shelf.

T E L L I N G A G R E AT I N N O VAT I O N S T O R Y T O A M A S S M A R K E T I S H A R D .

Consumers are in a hurry.

Consumers want value (great for less)

Consumers want to understand your story, quickly.

T H E F O L L O W I N G A R E A F E W E X A M P L E S O F G R E AT P R O D U C T I N N O VAT I O N S T O R Y T E L L I N G

ADIDAS BOOST VIDEOhttp://youtu.be/PE73KDDn658

S P E C I A L I Z E D B I K E S , F S R S U S P E N S I O N

Innovative product, communicated in terms of the benefits first. Control, Comfort, Efficiency, etc.

Then, a quote from one of their product experts talking about how he’s worked on it for years and what he’s designing it for.

H U R L E Y I N N O VAT I O N V I D E O http://pixel-pool.com/projects/product/phantom-fuse-short

3 M W E B S I T E F O R I T S D Y N E O N M AT E R I A L http://solutions.3m.com/innovation/en_US/stories/conquering-mountains

A P P L E M A C B O O K https://youtu.be/hajnEpCq5SE

T O T E L L A G R E AT S T O R Y F O R Y O U R P R O D U C T

F O C U S O N I T S B E N E F I T S

T I E T H E B E N E F I T S T O Y O U R I N N O VAT I O N S

T H E N D E L I V E R Y O U R S T O R Y T O Y O U R A U D I E N C E W H E R E T H E Y C O N S U M E C O N T E N T

5 T I P S T O C R E AT I N G A G R E AT P R O D U C T I N N O VAT I O N S T O R Y

#1 Make it simple, a product innovation story is not a list of product features, but it is what your amazing product can do for your consumer. Your product has 47 amazing things about it? Choose the best 3.

5 T I P S T O C R E AT I N G A G R E AT P R O D U C T I N N O VAT I O N S T O R Y

5 T I P S T O C R E AT I N G A G R E AT P R O D U C T I N N O VAT I O N S T O R Y

#2 The best stories are entertaining and emotional. Tell your innovation story in a way that captures the heart of your audience. Use of visuals, music and motion will keep your audience engaged while learning about your product.

5 T I P S T O C R E AT I N G A G R E AT P R O D U C T I N N O VAT I O N S T O R Y

#3 Make the story easy to communicate on different mediums including digital, social, print and in store. Short videos and animations are great formats that can be used in many places. Creating a story that only works in a long form video is difficult to communicate in retail, for instance.

5 T I P S T O C R E AT I N G A G R E AT P R O D U C T I N N O VAT I O N S T O R Y

#4 “Ultimately, it’s not the product itself that’s inspiring. It’s what the customer is planning to do with it. That’s the story.” Glenn Condradt, VP Global Marketing at CoreMedia. Focus on what the product can do for your consumer.

5 T I P S T O C R E AT I N G A G R E AT P R O D U C T I N N O VAT I O N S T O R Y

#5 Be visual. We consume with our eyes first. Use of photo real CG is a great way to tell product innovation stories, because you have the freedom to show different layers or innovations.

If you’re ready to learn more about how product innovation storytelling from PixelPool can help you and your brand, please reach out to us.

We are a global studio that focuses on helping marketers and designers tell their brand stories, visually.

http://www.pixel-pool.com email: us@pixel-pool.com

F O R M O R E I N F O R M AT I O N

*Other names and brands may be claimed as the property of others.