Selected Clients Changing behaviours Reference: - - PowerPoint PPT Presentation

Jon Newton | 张杰瀚

Selected Clients

Changing behaviours

Reference: https://www.mckinsey.com/business-functions/mark eting-and-sales/our-insights/a-global-view-of-how-co nsumer-behavior-is-changing-amid-covid-19

Research from 42 countries

• Longer-term impact on personal life and finances
• Global decrease in consumer income
• Optimism is directly linked to spending intent
• Categories – groceries, home entertainment, food delivery,

children’s products, and online educational offerings

Future outlook

• Strong indications that online shopping will continue
• Asia shows highest trends in wellness, health, personal care
• Opportunities in digital and low-touch / contact offerings
• Mid-term sentiment shows that there is still hesitancy to return

to previous normal activities with high human contact

Good timing for this discussion

Post-lockdown behaviour lessons

• Tight controls over budgets
• Harnessing new sector opportunities / pivoting behaviours
• Focus / manage / spend on what is (perceived to be) critical
• Increased care and welfare for family and colleagues

Be prepared to pivot!

Those that adapt … and adapt QUICKLY can harness real value from these shifts, by attracting the market’s attention.

Through storytelling

• Knowing how to present yourself and your business is

critical today (especially if you are a small business)

• A strong brand story has strategic value in drawing your

audience in.

• We have taken this approach recently and will share some
• f our learnings below from this brand-building exercise

Tips to storytelling

• #1: Be Focused
• Your business, product, service or even new pivot story

should be engaging.

• If it lacks clear parameters and focus, you’ll quickly lose the

attention of consumers.

• We found that posts with more than 500 words had much

lower engagement than shorter concise posts.

Tips to storytelling

• #1: Be Focused (continued)

Ensure that you set a clear scene for your story:

• Why are you telling this story? – by laying this out clearly you will keep people interested
• When and where is the story taking place? – clear and identifiable context
• Who is telling the story?
• Who are the characters in the story?
• What are they trying to achieve?
• What challenges are/were faced (and hopefully overcome)?

#2: Be Human2Human

• Our most successful posts have often been the ones

that WE initially regarded as the least important.

#2: Be H2H (continued)

• Being open and human is the best social-proof
• The fastest way to alienate an audience is when they

sense you are not being transparent or genuine.

#2: Be H2H (continued)

• The market is attracted to authentic

teams/groups of people.

Tips to storytelling

• #3: Be Repetitive, Repetitive, Repetitive
• Brand awareness is created through consistent repetition
• Don’t be afraid to end your posts / stories with standard calls to

action, slogans or catch phrases.

• Those who are interested and are following your story will come

to know your brand by these traits.

• We have started to learn how to recycle content (when relevant)

Tips to storytelling

• #4: Have a clear goal
• Ensure that you leave your audience with an emotion.
• It could simply be hope, or a smile or a call to action.
• BUT ensure that your audience takes something away.
• They are giving they time to engage with your content
• SO DON’T WASTE IT!

Tips to storytelling

• #5: Drive engagement
• Especially important for B2C brands.
• Try to create opportunities for customers to join the story.
• You will be amazed at how often people are willing to get

involved – SOMETIMES YOU JUST NEED TO ASK!

#5: Drive engagement (continued)

• In the B2B space – we showcases

clients and their CSR.

• www.lifesolutions.com.cn

Thank You!

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