By Ekaterina Walter, Jessica Gioglio
Cognizance is the hot commodity. visible Storytelling is the recent forex.
• Human mind procedures visuals 60,000x swifter than textual content.
• net posts with visuals force as much as one hundred eighty% extra engagement than these with no.
• audience spend a hundred% extra time on web content with movies.
Filled with full-color photos and thought-provoking examples from major businesses, The strength of visible Storytelling explains the way to develop your small business and improve your model by means of leveraging images, movies, infographics, displays, and different wealthy media. The booklet can provide a strong street map for buying begun, whereas inspiring new degrees of creativity inside firms of every kind and sizes.
"This publication isn't just an entire evaluation of [visual storytelling] yet, most significantly, the major to doing it correct, a complete correct Hook!"
—Gary Vaynerchuk, New York Times bestselling writer of Crush It! and Jab, Jab, Jab, correct Hook
"A worthwhile advisor to figuring out easy methods to improve strong advertising courses utilizing the artwork of visible storytelling."
—Guy Kawasaki, writer of APE: writer, writer, Entrepreneur and previous leader evangelist of Apple
"The energy of visible Storytelling is the recent advertising and marketing bible!"
—Nancy Bhagat, vice chairman, worldwide business plan and Campaigns, Intel
"If an image is worthy one thousand phrases, The strength of visible Storytelling is worthy a million."
—Scott Monty, worldwide electronic & Multimedia Communications for Ford Motor Company
Read or Download The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand PDF
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Extra info for The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand
Example text
34 ❙ This page intentionally left blank 3 Clubcard on trial ៑ The trials ៑ Tesco and loyalty in history ៑ Project Omega ៑ The DNA of loyalty ៑ Rediscovering the customer THE TRIALS In November 1993, the press began to report strange goings-on in the UK’s supermarkets. ‘Tesco has started a customer loyalty programme,’ reported Campaign magazine, the weekly journal for advertising and marketing: The company… has introduced electronic ‘swipecards’ in three outlets. Although Tesco is playing down the launch of a branded ‘ClubCard’ as ‘a test’, it has already had a 50 per cent take-up from customers in all stores applying to join the scheme.
The local butcher may be a family friend. All that a loyalty programme attempts to win is a slightly larger share of the customer’s spend than would otherwise be the case if the additional value of the scheme were not offered. It is no accident that Tesco has ‘Every little helps’ as its brand promise to customers. This slogan is based on the fact that regular yet modest improvements in Tesco’s offer and service are appreciated by customers and accumulate their goodwill, and that equally constant but small shifts in customer behaviour are enormously valuable to Tesco’s business.
Costs are about the same in the United States. Given large sales volumes, even programmes with modest rebates (up to 1 per cent) can cost a great deal of money. 20 ❙ Scoring Points: How Tesco is winning customer loyalty For Tesco, that is a £1 billion rebate to customers since 1995, at a time when falling grocery prices have squeezed margins on its core business. 0 per cent. 6 per cent. The cost of the rebate is only one overhead of a loyalty programme. McKinsey again: the costs of marketing and managing a programme – investment in systems, fulfilment support, and so forth – which normally run well into millions… Many retailers seriously underestimate the full cost of setting up and sustaining loyalty programmes, so even those that increase sales might actually be draining money.