5 minute read
Product provenance
create, document How to...
and tell your product provenance story
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BY JAYNE GALLAGHER, HELEN JOHNSTON, EMILY MANTILLA, GENEVIEVE DRURY HONEY AND FOX PTY LTD
Now, more than ever, consumers are demanding to know more about where and how their food and fibre is produced.
Building provenance and storytelling can play a critical role in sustaining, increasing or expanding market share for Australian products. It is no longer just relevant for niche or boutique product offerings and is now a mainstream marketing approach for supermarkets and well-known clothing chains. It is also an evolving trend not just confined to international markets and consumers; increasingly, it is key to improving connectivity with Australian consumers who want to understand the who, the where and the how behind their food and fibre they consume. AgriFutures Australia have delivered a suite of resources focused on the options for Australian producers to build provenance and improve storytelling to better interact with domestic and overseas consumers both now and into the future. Following is a snapshot of their Stories for success guide.
Australian consumers want to understand the who, the where and the how behind the food they consume.
Why should agriculture businesses tell their story?
The best way to persuade someone is to tell a compelling story. The descriptive power of stories affects us deeply, influencing both the sensory and motor cortex of our brains. Stories are a powerful tool in human communication. From childhood we read, listen to and tell stories and our brains learn to file, store and retrieve information in the form of stories, as they are more easily remembered. At a social level, stories make us relatable and intelligible to others.
Step 1: Identify
A business will have many stories, the first step is to think about what the business wants to achieve with its story and then to start harvesting them! Define why the company exists, what the purpose of the business is, and why the people involved get up every morning and pursue the business?
Story objectives Before a business makes a start on creating their provenance storytelling assets, they should think about what they want to achieve, in line with their business objectives: • Take action: Buy a product or sign up for a mailing list • Change behaviour: Encourage customers to imagine how a different product or way of doing things might work in their situation • Communicate who you are: Reveal past strengths or vulnerabilities to inspire and engage others • Communicate who the brand is:
Provide references to the product or service through customers or credible third-party word of mouth • Share knowledge: The objective is to generate understanding rather than action • Tame the grapevine: Highlight aspects of a rumor that are untrue or unreasonable • Share: Describe a situation that audiences have also experienced and prompt them to share their own stories about the topic. Identify the audience It is important to think about and understand who the customers/ audiences are so the stories resonate with them. Businesses should identify who they need and/or want to tell the story to.
Step 2: Visual storytelling
Images and video are an important part of storytelling. They convey your message quickly and create an emotional connection. They can also be easily shared by other people and accessed by a larger audience. Through the process of developing your stories, a library of photos and videos will be building. Ensure files are named properly, dated and categorised into story types. This will make it easy for you or your team to use them and save time if they need to be shared with any creative agencies the business may engage.
Step 3: Build foundations
Provenance storytelling that will create an impact will require some resources to be devoted to it. Businesses often underestimate the resources that it takes to maintain and manage platforms.
Website Storytelling is a huge aspect of the modern approach to website design. The business website is a fundamental platform to tell your story as it has an effect on the perceived credibility and quality of your business. Whether the business or product already has a website, or needs to build a new one, here are some things to consider to turn it into a successful storytelling platform. • Develop a tone for the visual and written content that resonates with the audience • Think about user experience — the journey the user goes on and what they feel about interacting with the website Map out the website to follow the story but also think about the usability — test that the site can be easily navigated and interacted with.
Step 4: Share and connect
The storytelling content has been developed and the foundations have been built, now it is time to share and connect with the customer! If done well, this can directly impact their purchasing behaviour.
Social media Social media is a widely used and easy to execute and evaluate platform on which to share provenance stories. Using social media creates an intimate engagement with the customer, it humanises the brand and provides a platform to convey all of the elements of the company story, personality and values.
Step 5: Build trust
Consumers are demanding more transparency from the food and retail industry. Using an authenticity platform can provide a business and their customers with the assurance that it is genuine product that they receive.
Step 6: Measure the impact
Establish the KPIs Investment in storytelling is a business decision, and like all business decisions impacts should be measured. Individual business may have their own Key Performance Indicators (KPIs). Businesses should start with their goals for telling their provenance story.
MORE INFORMATION
The Provenance Storytelling for Success package comprises a number of resources. These are all available on the AgriFutures Australia website at: www.agrifutures.com.
au/provenance-storytelling
Other resources... On the AgriFutures Australia website you will also find the following free, downloadable guides: • Consumer trends, technologies and platforms • Producer templates for provenance storytelling To download a copy of the Stories for success guide go to:
