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Storytelling: Science and Strategy - YMCA CMO CDO 2016 Conference
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Return on story

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Build a winning strategy fuelled by simple storytelling.

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Return on story

  1. 1. RETURN ON STORY Build a winning strategy fuelled by simple storytelling #returnonstory
  2. 2. CONNECT WITH ME
  3. 3. INCREASE YOUR RETURN ON STORY A SIMPLE AND CONSISTENT MESSAGE
  4. 4. 4 | #returnonstory KEY INSIGHTS
  5. 5. CANADIANS ARE ONLINE use the Internet82%
  6. 6. CANADIANS ARE ONLINE shop online56%
  7. 7. 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) 32 OVER OF BUYERS
  8. 8. CANADIANS ARE ONLINE research online before buying80%
  9. 9. 17% OF SMES ARE SELLING ONLINE SOURCE: NetPME 2011 - Use of ICT by Canadian SMEs (Cefrio) October 2011 – 2,000 SMEs surveyed
  10. 10. A HUGE OPPORTUNITY FOR SMEs TODAY SELLING ONLINE:
  11. 11. 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
  12. 12. 12 | #returnonstory STRATEGY
  13. 13. START WITH WHY DEFINE YOUR PURPOSE Align your story behind a core purpose SAVE THE ENVIRONMENT NEW FRONTIER BREAK CONVENTION
  14. 14. BRAND INFLUENCE MORE THAN GOOD LOOKS Your brand is beauty AND brains
  15. 15. 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?
  16. 16. 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.
  17. 17. 17 | #returnonstory THE CUSTOMER IS KING
  18. 18. UNDERSTAND YOUR CUSTOMERS Pain pointsDigital footprintDemographic 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
  19. 19. 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
  20. 20. 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
  21. 21. CONVERTING EXPLORING RETAINING NeedtriggerNeedtrigger MAPYOURCUSTOMERJOURNEY Advocacy Loyalty Purchase Re-purchase Active search Delivery and usage Evaluation Awareness
  22. 22. Drive MEASURE Build revisions MEASURE Drive Build revisions MEASURE AND ADAPT MEASURE DriveBuild
  23. 23. 23 | #returnonstorySOURCE: 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. 32 54% 66% All others Top performers 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
  24. 24. 24 | #returnonstory CASE STUDY
  25. 25. bit.ly/BDC_LXRCaseStudy
  26. 26. 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
  27. 27. Follow us bdc.ca | 1-888-INFO-BDC BDC BDC_News QUESTIONS? Kayley Brooks Business Consultant BDC.ca/blogB
  • JorgeRodrigoMartins1

    Nov. 9, 2015

Build a winning strategy fuelled by simple storytelling.

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