Example Storytelling

Challenge & Selection

Nowadays we are living the next industrial and workplace revolution, called Digital  Transformation. In the company I work for, we need to develop new solutions for our clients,  based on the new opportunities technology is providing us.    Once the solutions have been built, we need to bring them to our clients, providing them with  a commercial envelope that drag attention from our potential customers. The challenge here  is that we need to build a speech to reach our clients with two different approaches:

1. We need to build something easy to understand and engaging, so that our possible  customers are interested in us in seconds

2. We need to build something that let us have a full presentation to our interested  customers, showing the most important capabilities of the solutions and receiving the  request for a proposal

In the actual world we need to take into account that the face to face communication channel  is not the only one we can use to engage our clients.

Selection

We decided to use Storytelling as the way to develop our speech, because we found it to be  more engaging that other solutions we looked at. We also looked for a new concept,  Storytelling transmedia, which allowed us to tell our story through different elements that we  could use in the channels available today.

Application

We created our main story based on the information gathered from our potential clients and  the market, to develop a script that shows the client’s actual problems and how will their life  change once they applied our solutions to the places they fit.     Once we had the script written we decided how to split it into different parts that allows us to  tell the story using different media: Videos, interactive games, podcasts, written articles,  infographics… and look for reutilization in different contexts and clients and identify which of  them needed to have different versions for our clients that range from great banks to small  government administrations.    We also decided to build an Elevator Pitch to engage customers at the different events we  are participating at, because in many of those events our commercials are able to handle  many short term conversations. We also used the Elevator Pitch to create short messages  for the channels best suited for this kind of promotion, like tweeter. Also, the feedback

received through those channels was used to improve the Elevator Pitch itself and to help us  create new messages associated to our story.    Once we had the script of our engagement story we built the Elevator Pitch, 5 tweeter  messages and a video demo, and sent them to the market, to see how well they perform and  learn about the experience before producing new content in different formats.

Insight

This story has a happy ending… partially. Our work done using storytelling provided us with  powerful selling tools, but we failed in one thing: In the development of our solutions we did  not a lot of observation on our customers… so the base of our solutions was not enough  focused on our possible customer needs, reason why we are not earning as expected.

Approach

The approach of using Storytelling Transmedia is correct and something we are using in  developing not only our commercial offers, but also to develop new products. The main  change we are doing whenever we use it, is to invest more time and effort in knowing what  the market is expecting and provide a good story to build it and sell it!


Example Storytelling Challenge & Selection Nowadays we are living the next industrial and workplace revolution , called Digital Transformation . In the company I work for , we need to develop new solutions for our clients , based on the new opportunities technology is providing us . Once the solutions have been built , we need to bring them to our clients , providing them with a commercial envelope that drag attention from our potential customers . The challenge here is that we need to build a speech to reach our clients with two different approaches : 1 . We need to build something easy to understand and engaging , so that our possible customers are interested in us in seconds 2 . We need to build something that let us have a full presentation to our interested customers , showing the most important capabilities of the solutions and receiving the request for a proposal In the actual world we need to take into account that the face to face communication channel is not the only one we can use to engage our clients . Selection We decided to use Storytelling as the way to develop our speech , because we found it to be more engaging that other solutions we looked at . We also looked for a new concept , Storytelling transmedia , which allowed us to tell our story through different elements that we could use in the channels available today . Application We created our main story based on the information gathered from our potential clients and the market , to develop a script that shows the client ’s actual problems and how will their life change once they applied our solutions to the places they fit . Once we had the script written we decided how to split it into different parts that allows us to tell the story using different media : Videos , interactive games , podcasts , written articles , infographics … and look for reutilization in different contexts and clients and identify which of them needed to have different versions for our clients that range from great banks to small government administrations . We also decided to build an Elevator Pitch to engage customers at the different events we are participating at , because in many of those events our commercials are able to handle many short term conversations . We also used the Elevator Pitch to create short messages for the channels best suited for this kind of promotion , like tweeter . Also , the feedback received through those channels was used to improve the Elevator Pitch itself and to help us create new messages associated to our story . Once we had the script of our engagement story we built the Elevator Pitch , 5 tweeter messages and a video demo , and sent them to the market , to see how well they perform and learn about the experience before producing new content in different formats . Insight This story has a happy ending … partially . Our work done using storytelling provided us with powerful selling tools , but we failed in one thing : In the development of our solutions we did not a lot of observation on our customers … so the base of our solutions was not enough focused on our possible customer needs , reason why we are not earning as expected . Approach The approach of using Storytelling Transmedia is correct and something we are using in developing not only our commercial offers , but also to develop new products . The main change we are doing whenever we use it , is to invest more time and effort in knowing what the market is expecting and provide a good story to build it and sell it !