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 of 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! Please connect with me on LinkedIn and WeChat Linkedin.com/in/jonnewton WeChat: jon_newton
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