Reflection – Storytelling 

 Challenge & Selection 

 As a Business & Marketing consultant for technological start - ups , I frequently deal with IT companies , which   provide really interesting services . However , when they approach the market , they tend to focus their   communication purely on the technical side of their solutions . As a result , communication is too much   technical , and does not reach a non - technical audience . 

 Considering a specific case , in a company whose core business is deciphering Offline shoppers ’ profile   through sophisticated sensors , and interacting with them by triggering catchy messages , the communication   was mainly based on the technical specifications of sensing devices , rather than focusing on the benefits for   the target Customers ( Retailing industries ) . Thus resulting in a poor impact on the decision makers , who are   usually Marketing and Advertising Directors , not necessarily having an IT background . 

 The objective of a Marketing Director in Retailing industries is converting visitors into buyers , while improving   the Return on Investment . 

 After having interviewed around fifty Leads , it came out that the service provided was not clear to them , as   they could not figure out how to apply these technologies to improve their conversion rate and then increase   their revenue . 

 This is the reason why I decided to use Storytelling tool , by focusing on the most typical situations   encountered during shoppers ’ purchasing process , without forcing Leads to understand the features of each   technology . 

 A Storytelling tool would have improved the communication effectiveness , by switching the attention of the   reader from understanding a complicated technology , to receiving an appealing solution . 

 Application 

 I investigated the main “ pain points ” of Retailing industry by interviewing some experts ( consumers ’   behaviour specialists , user experience experts , and social trends consultants ) and reading specific market   insights and white papers . 

 I then worked on several typical situations of shoppers ’ friction or frustration that may result in the decision   of not proceeding with the purchase . 

 I also identified some emotional triggers that could lead to a higher motivation to buy . 

 I finally created a Storytelling PowerPoint presentation , based on the most critical and common situations . 

 As the approach of the presentation was consumer - centric , I graphically described the journey of the Shopper   in those situations , highlighting his / her needs and the relevant technological solution applied to fulfil those   needs . 

 Every specific situation was supported by data collected from experts ’ surveys , so that the format of the   presentation was : 

    “ X % ” of shoppers are more likely to buy if receiving an offer notification , when they pass nearby a   shop , then a proximity sensing technology is appropriate to increase sales ; 

    “ Y % ” of teenagers , are more likely to purchase when seeing a call - to - action message on a screen ,   then a demographics - tracking technology is appropriate to increase sales . 

 Every situation was presented in an intuitive , simple and animated slide with engaging pictures . 

 Insight 

 After submitting this new presentation to the same Leads , I succeeded in provoking the interest of about   the 70 % of them . 

 As a result , they requested a meeting to analyse their specific needs and to submit a technical proposal to   meet their requirements . 

 The strength point of this Storytelling tool is empathy : by putting myself in Retail Marketing Directors ’   shoes and investigating shoppers ’ needs , I came up with a presentation that resulted more human - centred . 

 This insight helps me understanding how to reach a bigger impact in Lead generation , by talking the   language of the audience I want to reach . 

 Approach 

 PowerPoint Presentations are the fastest and cheapest approach , to get the Leads first attention . 

 However this system still results not enough direct and time consuming , with the risk it does not have an   immediate impact . 

 To improve my Storytelling tool the next time I would rather use a video support , as it creates an emotional   engagement . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Reflection – Storytelling 

 Challenge & Selection 

 As a Business & Marketing consultant for technological start - ups , I frequently deal with IT companies , which   provide really interesting services . However , when they approach the market , they tend to focus their   communication purely on the technical side of their solutions . As a result , communication is too much   technical , and does not reach a non - technical audience . 

 Considering a specific case , in a company whose core business is deciphering Offline shoppers ’ profile   through sophisticated sensors , and interacting with them by triggering catchy messages , the communication   was mainly based on the technical specifications of sensing devices , rather than focusing on the benefits for   the target Customers ( Retailing industries ) . Thus resulting in a poor impact on the decision makers , who are   usually Marketing and Advertising Directors , not necessarily having an IT background . 

 The objective of a Marketing Director in Retailing industries is converting visitors into buyers , while improving   the Return on Investment . 

 After having interviewed around fifty Leads , it came out that the service provided was not clear to them , as   they could not figure out how to apply these technologies to improve their conversion rate and then increase   their revenue . 

 This is the reason why I decided to use Storytelling tool , by focusing on the most typical situations   encountered during shoppers ’ purchasing process , without forcing Leads to understand the features of each   technology . 

 A Storytelling tool would have improved the communication effectiveness , by switching the attention of the   reader from understanding a complicated technology , to receiving an appealing solution . 

 Application 

 I investigated the main “ pain points ” of Retailing industry by interviewing some experts ( consumers ’   behaviour specialists , user experience experts , and social trends consultants ) and reading specific market   insights and white papers . 

 I then worked on several typical situations of shoppers ’ friction or frustration that may result in the decision   of not proceeding with the purchase . 

 I also identified some emotional triggers that could lead to a higher motivation to buy . 

 I finally created a Storytelling PowerPoint presentation , based on the most critical and common situations . 

 As the approach of the presentation was consumer - centric , I graphically described the journey of the Shopper   in those situations , highlighting his / her needs and the relevant technological solution applied to fulfil those   needs . 

 Every specific situation was supported by data collected from experts ’ surveys , so that the format of the   presentation was : 

    “ X % ” of shoppers are more likely to buy if receiving an offer notification , when they pass nearby a   shop , then a proximity sensing technology is appropriate to increase sales ; 

    “ Y % ” of teenagers , are more likely to purchase when seeing a call - to - action message on a screen ,   then a demographics - tracking technology is appropriate to increase sales . 

 Every situation was presented in an intuitive , simple and animated slide with engaging pictures . 

 Insight 

 After submitting this new presentation to the same Leads , I succeeded in provoking the interest of about   the 70 % of them . 

 As a result , they requested a meeting to analyse their specific needs and to submit a technical proposal to   meet their requirements . 

 The strength point of this Storytelling tool is empathy : by putting myself in Retail Marketing Directors ’   shoes and investigating shoppers ’ needs , I came up with a presentation that resulted more human - centred . 

 This insight helps me understanding how to reach a bigger impact in Lead generation , by talking the   language of the audience I want to reach . 

 Approach 

 PowerPoint Presentations are the fastest and cheapest approach , to get the Leads first attention . 

 However this system still results not enough direct and time consuming , with the risk it does not have an   immediate impact . 

 To improve my Storytelling tool the next time I would rather use a video support , as it creates an emotional   engagement .
### Output: 