the power of storytelling at retail - tropical foods · 2018-06-22 · the power of storytelling at...

©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.


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.


STORY OF THE BRAND


STORY OF THE BRAND vs. BRAND STORY

Brand Benefit &Attributes

ShopperNeeds

The Storyof theBrand


ShopperEmotional

TruthsBrandStory


PROGRAM STORY


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)


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™


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


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©


STORY vs. PRODUCT


45 3

12

6

High Emotion

Low Emotion

High CognitionLow Cognition

STORY vs. PRODUCT

1

4

25

3

6


Portfolio Shopper Marketing Program

(PROGRAM STORY)

CreativeFoodies

(Consumer Segment)


CREATIVE FOODIES

PORTFOLIO CROSS-MERCHANDISING

BEFORE INSIGHTS


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©


“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™


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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the power of storytelling at retail - tropical foods · 2018-06-22 · the power of storytelling at...

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