return on story
TRANSCRIPT
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RETURN ON STORY Build a winning strategy fuelled by simple storytelling #returnonstory
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CONNECT WITH ME
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INCREASE
YOUR RETURN
ON STORY
A SIMPLE AND CONSISTENT MESSAGE
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4 | #returnonstory
KEY INSIGHTS
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CANADIANS
ARE ONLINE
use the
Internet 82 %
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CANADIANS
ARE ONLINE
shop
online 56 %
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SOURCE: 2014 BDC/Nielsen Small Business Week survey
wait longer to initiate contact
with vendors than they did
two years ago because they
are doing more research
themselves (SAP)
3 2
OVER
OF BUYERS
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CANADIANS
ARE ONLINE
research online
before buying 80 %
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17 %
OF SMES ARE
SELLING
ONLINE
SOURCE: NetPME 2011 - Use of ICT by Canadian SMEs (Cefrio) October 2011 – 2,000 SMEs surveyed
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A HUGE OPPORTUNITY
FOR SMEs TODAY
SELLING ONLINE:
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11 | #returnonstory
GETTING OLDER… QUICKLY
SOURCE: Statistics Canada
25
30
35
40
45
1971
26 years 1991
33 years 2011
40 years 2031
44 years
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12 | #returnonstory
STRATEGY
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START WITH WHY DEFINE YOUR PURPOSE Align your story behind a core purpose
SAVE THE ENVIRONMENT
NEW FRONTIER BREAK
CONVENTION
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BRAND INFLUENCE MORE THAN GOOD LOOKS Your brand is beauty AND brains
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ELEVATOR
PITCH DRAFT A
POWERFUL OPENING STORY
Who am I?
What do I do or specialize in?
Who are my clients? How do my clients
feel that they benefit from my offering?
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16 | #returnonstory
ELEVATOR PITCH DRAFT A POWERFUL OPENING STATEMENT
I’m Kayley Brooks, Business Consultant with the BDC. I’m a
sales and marketing expert that helps Canadian entrepreneurs
grow their businesses. My clients hire me because I have a
proven track record of helping companies increase revenue
after following my sales and marketing methodology.
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17 | #returnonstory
THE CUSTOMER
IS KING
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UNDERSTAND YOUR CUSTOMERS
Pain points Digital footprint Demographic information
> Age
> Gender
> Education level
> Income level
> Occupation
> Family size
> Household income
> Geographic area
> Social media engagement
> Online purchasing
> Time spent online for personal use
> Preferred platforms
> Mobile engagement
> Needs
> Challenges
> Frustrations
Key messages Speak to your customers effectively
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JOHN CHO
Age 45
Occupation Procurement officer at engineering firm
Paint points Finding quality reliable vendors, no time, wants to get promoted
Digital footprint Heavy email, Google search, LinkedIn
Key message We will make you look good
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JANE SINGH
Age 29
Occupation Legal intern
Pain points Looking for a new gym, cash strapped, status, busy
Digital footprint Heavy social, foodie apps, Candy Crush, selfie tribe
Key message We love fitness and want to share our lifestyle
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CONVERTING
EXPLORING
RETAINING
Ne
ed
trigg
er
Ne
ed
trigg
er
MA
P Y
OU
R C
US
TO
ME
R J
OU
RN
EY
Advocacy
Loyalty
Purchase
Re-purchase
Active search
Delivery and usage
Evaluation
Awareness
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Drive
MEASURE
Build
revisions
MEASURE
Drive Build
revisions
MEASURE AND ADAPT
MEASURE
Drive Build
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23 | #returnonstory SOURCE: 2014 BDC/Nielsen Small Business Week survey
of the country’s most successful businesses
had hired
a sales &
marketing
expert on at least
a part-time basis.
3 2
54%
66%
All others
Topperformers
Proportion of firms that had hired, on at least a part time basis, in-house expertise in marketing
Canada’s most successful businesses were
significantly more likely to have hired a
marketing expert
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24 | #returnonstory
CASE STUDY
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bit.ly/BDC_LXRCaseStudy
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1. WHAT’S YOUR WHY
KEY TAKE AWAYS
2. DOCUMENT YOUR STORY (BRAND MANUAL)
3. UNDERSTAND YOUR CUSTOMERS (RESEARCH)
4. MAP YOUR CUSTOMER JOURNEY (STRATEGY)
5. TELL YOUR STORY AND MEASURE THE RETURN
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QUESTIONS?
Kayley Brooks
Business Consultant
BDC.ca/blog B