Storytelling for Category Managers

Buzzword, jargon, nonsense, princesses and dragons. Storytelling is often treated whimsically, a nice to have. Reverting back to the days of bombastically telling FMCG buyers how great your product is ‘just because it is’ is comfortable for many. But what if we could do things differently, what if we could shake off corporate templates, bullet points, clipart and really get to the point faster, more succinctly and ultimately more successfully?

FMCG Category Management Training - Course overview

Storytelling tools are not new, using them in business is not new. Most strategic thinking is based on the idea of a story, a beginning, a middle, an end and a journey. In the FMCG context, storytelling cannot replace analytical thinking, it simply allows us to add perspective making relevant data memorable and actionable. 

When presenting data, most category managers have a narrative, sales are up, sales are down, basket spend is up, basket spend is down…you get it. Ultimately, analysis informs, stories motivate. A really good category manager will bring storytelling into the mix  and show buyers why they should care, what action needs to be taken. 

FMCG Category Management Training - Learning Objectives

Collective Stories training brings key storytelling concepts to your FMCG category and commercial teams driving creative skills in this area and ultimately elevating your category plans. Contact us today.