LBI SOLUTION
ART OF STORYTELLING
LUXURY BUSINESS INSTITUTE KOREA
BOOST YOUR BUSINESS PERFORMANCE WITH FASCINATING STORYTELLING
INTRODUCTION It is no longer a new challenge that the competition between brands has reached its peak amidst the constantly growing list of new brands entering the market. And along with product quality, highly standardized customer service does not serve anymore as a differentiating factor that sets apart one brand from others. In this highly competitive environment, many brands often overlook their heritage and attractive story points and try to find the answers from elsewhere. There is a need to look for the unused stories like the brand history on how the brand was created and has evolved over time to meet the changing needs of their customers, the meanings of each line and product names, or the designs that reflect the meanings well, and refine them to powerful stories that may well attract the customers with the details and relevant contexts to the brand. The following presents the summary of the process: First, it is necessary to find an attractive storytelling point, then explore its various background knowledge, and finally, transform them into a fascinating narrative. The key point here is to deliver the story that connects with each customer’s different tastes and interests. Delivering just one kind of narrative created from the brand’s point
LBI SOLUTION
LUXURY BUSINESS INSTITUTE KOREA
of view does not make the customers get excited about the brand. And the brand employees, who merely reiterate the stories made by someone else without fully understanding or appreciating such stories, will likely feel uncomfortable and eventually resist further on storytelling. In order to create a long-standing culture with successful storytelling, it is essential to develop an eye for discovering relevant content, learn the know-how to construct them into meaningful stories, and have emotional communication skills. With these purposes in mind, LBI presents a new program, the Art of Storytelling. The purpose of LBI Art of Storytelling aims to attach wings to beautiful stories by providing the method to truly understand the brand and craft stories that inspire the employees to become passionate about the brand so that they can deliver such stories wholeheartedly to customers and engage in effective communication that touches the heart of the customers and enhance business performance. Thank You Rachel Kwon President of LBI Korea
OVERVIEW 5 CHAPTERS IN THIS PROGRAM
COURSE OBJECTIVES Develop long-term storytelling techniques by thoroughly learning the structure and elements of a good story. Learn communication skills on how to adjust the level and length of the story based on the needs of customers.
Make use of effective storytelling about the brand and the products by acquiring the know-hows to find and compose stories. Increase customer loyalty and brand desirability by communicating with sincere and authentic stories about the brand. Contribute to sales increase by applying effective storytelling that engages with customer’s both rational and emotional states of the mind.
CURRICULUM PART 2: THE FUNCTIONS AND NEEDS OF STORYTELLING PART 3: THE STRUCTURE AND PRINCIPLES OF STORYTELLING PART 4: STORYTELLING PRACTICE PART 5: UPSELLING & CROSS-SELLING ROLE-PLAY
LBI SOLUTION
PART 1: CONTEMPORARY ART VS STORY
LUXURY BUSINESS INSTITUTE KOREA
OUTCOMES
CONTENTS PART 1 CONTEMPORARY ART VS STORY [Activity] Get familiar with Contemporary Art through Story Emphasize the importance of storytelling by looking at how storytelling is used in understanding difficult Contemporary Art
LBI SOLUTION
LUXURY BUSINESS INSTITUTE KOREA
PART 2 THE FUNCTIONS AND NEEDS OF STORYTELLING Understand the effect and importance of Storytelling Storytelling examples from different brands (Storytelling related to product naming / store architecture and design concepts / movies and dramas linked to the brand, etc.)
PART 3 THE STRUCTURE AND PRINCIPLES OF STORYTELLING The Structure of Storytelling (D.I.T.T.O.) (Present effective storytelling tools that follow the step-by -step process from gathering information to creating a story) Discuss and analyze the elements of a good storyteller
PART 4 STORYTELLING PRACTICE Brand Identity Prism: The first step for creating a brand story by analyzing the brand identity from 6 different aspects and setting the right direction of the story Analyze and organize the brand’s storytelling elements (e.g. brand, history, product name, color, design) Write a script for storytelling
PART 5 UPSELLING & CROSS-SELLING ROLE-PLAY [Activity] Sales role-play applying storytelling techniques Share the script and the contents of storytelling
JAEHO CHO LBI TRAINER PROFILE
Area of Expertise
Retail Market Trends Luxury Retail Excellence Luxury Customers & Culture Luxury Market & China Luxury Brand Service Design Luxury Service Ceremony Hankuk University of Foreign Studies, BA in French
Experience
Pedagogy & Training Senior Director at Luxury Business Institute Korea (LBI Korea) Former Training Director at Bluebell Korea Former Store Director at Louis Vuitton Korea
Main Projects Service Design and Training for Luxury Brands
Luxury Service: Four Seasons, Louis Vuitton, Gucci, Balenciaga, Ralph Lauren, Fendi, and etc. Luxury Sales Techniques: Louis Vuitton, Gucci, Balenciaga, Valentino, Burberry, _ Ralph Lauren, Fendi, Celine, and etc.
LUXURY BUSINESS INSTITUTE KOREA
Qualifications
Luxury Store Operation: Richemont Group, Louis Vuitton, Fendi, Loewe, and etc. Luxury Market & China: Gucci, Tiffany & Co., Coach, Chaumet, Louis Vuitton, Van Cleef & Arpels, and etc. Service Design Consulting and Training for Domestic Conglomerates Service Manual Design and Training Delivery : Hyundai Motor Group (Hyundai Motor Studio Project Seoul, Goyang), Amorepacific (Beauty Consultant Service Ritual), Genesis (Suji, Gangnam, Hanam, Incheon, Ansung), Samsung Electronics (Premium Service Guideline), Jaguar-Land Rover (Sales & Service Guideline) Luxury Experience & Seminar : Hyundai Motor Group (MDC On-site Luxury Seminar in Paris and Geneva), Hyundai Motor Group (Luxury Service Benchmarking Program in Singapore)
LBI SOLUTION
Luxury Customers & Culture: Fendi, Dior, Hermes, Givenchy, and etc.
MERCI BEAUCOUP
SHAPING THE FUTURE OF LUXURY TOGETHER LUXURY BUSINESS INSTITUTE KOREA
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CONTACT US ELAINE HONG BUSINESS DEVELOPMENT DIRECTOR
elainehong@lbi-korea.co.kr