Introduction



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Supporting the local economy is essential for local communities to thrive. Fostering small businesses benefits the entire community in many ways:

  • economic and social, as much of the spending in the local economy stays in the community and allows it to invest in infrastructure essential to the community's well-being.
  • environmental, as it favors, among other things, short circuits and thus reduces CO² emissions

However, local stores face competition from large companies that dominate the market in many sectors. These globalized companies weaken the local economy by offering low prices and fast delivery, which has also serious consequences for the environment. It is therefore important to retain the interest of local customers, stimulate the local economy and encourage them to buy locally. To do this, it is essential that customers prefer to buy your products because of the story behind them: using storytelling can increase customer loyalty and make them identify with the products or services you sell. It's a good way to increase customer interest in your products and encourage them to buy local. Local stores should represent a part of the community and customers should identify with them and in turn buy local products, as this is a way to support the local economy and the entire community.

 

Task



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This activity aims to support local businesses through storytelling. Using this technique allows to humanize and make people get emotionally attached to local brands through the story related to the products/services. Done right it can educate, entertain and engage, helping create memories that root a brand in the customer’s consciousness. For physical retailers, storytelling helps create personal interaction and attracts attention. Storytelling can also be used on websites and social media channels to allow customers to see what there is behind the scenes with extra content including videos.


Process

Conduct a video interview using storytelling.

This activity can be performed individually or in groups.

You will need a smartphone, or other video device to conduct the interviews.

  1. Read the article “Why storytelling is important for Local Businesses” provided in the resource section
  2. Watch the “5 tips on How to shoot an Interview with a Phone“ video
  3. Read the article Biveo-Business Video.
  4. Contact local businesses who could be interested.
  5. Prepare your questions allowing to better know the story behind products/merchants.
  6. Create accounts on social media and particularly a Youtube channel to publish videos.
  7. Publish the videos online (don't forget to get the consent of the interview partners beforehand).
  8. Promote the activity on the dedicated social media

 

Conclusion

This learning quest teaches learners how to use storytelling to promote local businesses in their community. This activity helps learners to understand how important it is to retain customer attention and to develop a deeper connection with the audience. It also strengthens the community by improving its economy and creating or retaining jobs that ultimately benefit the entire community for its development and the well-being of its members.

Evaluation

Learning Objectives

  • Promote local business/product
  • Learn about storytelling
  • Humanize local brands through storytelling

Knowledge

  • Understand the importance of stories in marketing communication, the influence of emotions on customer behaviour
  • Learn to leverage the social influence of the customers
  • Know different techniques, formats and examples of storytelling

Skills

  • Capture customers attention through stories
  • Define and analyse brand stories
  • Engage and build trust with customers

Attitude

  • Acknowledge the impact of stories on brand development
  • Exploit storytelling for local business development
  • Improve the local businesses' communication on media