Coming straight from the United States, this marketing technique narrative is seducing more and more French companies. Of the msmes, established at the start-up, they play the card of the feel-good story to sell their brand.
"The storytelling, I didn't even know what it was a year ago. Today, I wouldn't be me without them!", admits Jean-Luc Zatorsky, founder-director of Zephir3D, the French leader of objects, memories etched in the glass, this at the Futuroscope, the Eiffel Tower, at the Disney park and the zoo of Vincennes. "Until 2015, our communication was very oriented around our process of laser engraving. The storytelling has allowed us to become aware of the emotional value that may provide our products to customers."
A story in which the customer is the hero
This revelation has turned the strategy of the small paris-based company created in 1999. In a few months, it relooke its logo, adopted a slogan is more appropriate ("Zéphir recorder of emotions"), is revising its business case and is developing its presence on social networks. "This has given us a boost and sales have exploded : they are in 150% growth since the beginning of 2016 on our website, 40% in our shop in Paris, between 60% and 80% on our point-of-sale to the Eiffel tower." Beyond this, storytelling has become the bible of the vendors. Jean-Luc Zatorsky has even made its aide-mémoire and his business card to explore other tourist places.
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Attach to a product, a service, a brand or a company to of the emotions to trigger a purchase, that is the secret of storytelling. "This technical narrative part of the principle that the human being is not a rational person, but it takes its decisions, emotional, precise Julie Robveille, who accompanied Zéphir3D and Verkor shoes as a consultant in web marketing. It is not, therefore, to talk about the features, robustness or possibilities for a product, or make boring speeches and boring on the CEO or his company. It is necessary to capture the customer's attention by telling him a story that is authentic, attractive and convincing that he is the hero."
"I had to do violence"
For Fabien Ternay, the process was not easy to understand. This designer, passionate about sports, has devised a basketball intended for skaters, made of recycled materials (tarpaulins of trucks, plastic bottles, jeans in end-of-life...) and manufactured in a small workshop in French. "What I wanted was to show my product and not put me in the stage to recount my project. I had to do me violence." The young Technology, is nevertheless convinced by the usefulness of storytelling to launch his brand Verkor Shoes.
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"first I explained the project on social networks and from photos of me taken in different places and situations, and messages to federate a community which shares my values of : making a basketball eco-responsible, 100% French, far removed from the conditions of production, with disastrous known in Asia." The public is very quickly at the appointment and when, in may 2015, Fabien Ternay is launching a crowdfunding campaign by presenting his project in a video, everything speeds up.
at the base of the crowdfunding
Against all expectations, the skateboarder smashed the scores: he received 30 000 euros in 40 days, while he hoped to 10,000, and among the 1% of French projects of crowd-funding in excess of this cap.
The order book is booming: 310 pairs during the campaign, it totals $ 700 the following year. Today, the company shows 40 000 euros turnover and has the ambition to manufacture 3000 pairs of sneakers per year. "Without storytelling, I would not have been able to create this support around my project, grants the milf, but it must also do so to live in time, and for it to continue to support the enthusiasm of the people, to be constantly present, responding to their solicitation..."
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In this race before, some French brands have become real marathoniennes. For example, Michel and Augustin and their offbeat world, Oasis, and its funny fruit personified, or The bottom French with his jokes, well franchouillardes.
"These companies took to social networks to boost and maintain their storytelling, says the consultant, Julie Robveille. They know how to excite consumers, amaze them with expertise and / or values, challenge them, amuse them, to stimulate their desire, arouse their sympathy, and encourage their commitment, but in not losing sight of the ultimate goal : to sell product !"
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