In need of a spark?

Drive change through FMCG storytelling.

As FMCG category managers or account managers often with great concepts to explain, can you make a genuine connection with someone in less than an hour? More importantly does this connection drive action?

Be clear, the ‘connection’ isn’t an invitation to dinner and drinks or a facebook friend request. The connection is the audience seeing your category development idea and being moved to take action, make a change and drive your initiative forward. The objective? A transformative audience experience. 

Duarte (2010)* refers to this feeling of action, transformation, inspiration as RESONANCE. This word literally describes what happens when the natural vibration frequency of an object responds to an external stimulus on the same frequency.

The Oxford Dictionary  also defines RESONANCE as “the power to bring images, feelings, etc. into the mind of the person reading or listening….”

Connections are not made through dramatic pauses,  wind machines, 80’s power ballads or mood lighting. Connections are made through demonstration of true understanding of the retailers strategy/ direction and their shoppers needs. How will you create a connection with your FMCG audience? How will you make your work resonate and drive action?

Show your audience that you have put them, their strategic intent and ultimately their shopper at the heart of the proposition. It is often difficult to challenge what we know. Don’t be afraid to reset your category stories, if you are not getting the traction you need, small changes, reframing or resetting can often be the ignition spark needed. Let’s talk.