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RETURN ON STORY
Build a winning strategy fuelled by
simple storytelling
#returnonstory
CONNECT WITH ME
INCREASE
YOUR RETURN
ON STORY
A SIMPLE AND
CONSISTENT MESSAGE
4 | #returnonstory
KEY INSIGHTS
CANADIANS
ARE ONLINE
use the
Internet82%
CANADIANS
ARE ONLINE
shop
online56%
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
CANADIANS
ARE ONLINE
research online
before buying80%
17%
OF SMES ARE
SELLING
ONLINE
SOURCE: NetPME 2011 - Use of ICT by Canadian SMEs (Cefrio) October 2011 – 2,000 SMEs surveyed
A HUGE
OPPORTUNITY
FOR SMEs TODAY
SELLING ONLINE:
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 | #returnonstory
STRATEGY
START WITH WHY
DEFINE YOUR PURPOSE
Align your story behind a core purpose
SAVE THE
ENVIRONMENT
NEW FRONTIER
BREAK
CONVENTION
BRAND INFLUENCE
MORE THAN GOOD LOOKS
Your brand is beauty AND brains
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 | #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 | #returnonstory
THE CUSTOMER
IS KING
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
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
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
CONVERTING
EXPLORING
RETAINING
NeedtriggerNeedtrigger
MAPYOURCUSTOMERJOURNEY
Advocacy
Loyalty
Purchase
Re-purchase
Active search
Delivery and usage
Evaluation
Awareness
Drive
MEASURE
Build
revisions
MEASURE
Drive
Build
revisions
MEASURE
AND ADAPT
MEASURE
DriveBuild
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 | #returnonstory
CASE STUDY
bit.ly/BDC_LXRCaseStudy
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
Follow us
bdc.ca | 1-888-INFO-BDC
BDC
BDC_News
QUESTIONS?
Kayley Brooks
Business Consultant
BDC.ca/blogB

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