Storyboarding is the framework most startups are using to map both the processes and the emotional journey of delivering a service or product to its customer. It’s a way to design a process that matches your brand promise. Who you are, and what you are promising has to be evident and consistent throughout the entire purchase journey.
You will also save TIME and MONEY, decrease the chances of making costly mistakes, overwhelming ( not in the fun way) or underwhelming your customer.
#1 Setting the Scene
Setting the Scene is directly related to your brand strategy. It’s the emotional, visual, and the intangible elements that makes a purchase an experience. It’s being strategic about what your consumer is seeing, experiencing and feeling.
All the cool-kids on the DTC-block (Direct to Consumer ) have launched in the past few years - (Casper, Quip,Glossier, etc) prided themselves on being digital first tech companies. But in the last 3 years, physical retail locations have become an integral part of their growth strategies. They understand that a retail touchpoint gives them the ability to complete set the scene for a purchase to be made.
It's also the reason why many companies are refusing to use Amazon as their e-commerce platform. There is little to no brand ownership over experience despite it being a huge distribution platform.
#2 The Plot : Prototyping the Customer Buying Journey
The plot is how you plan to move the story and customer forward. Action A, then action B for both you and your consumer.
" Far too often, retailers think that consumer buying is randomized. That certain products appeal to certain customers and that a purchase either happens or it doesn’t. " - Shane Johnson
Sales is complex - and treating it as if it isn’t will severely limit your chances of winning . How do you plan for something that motivates your customers to move forward - by understanding their motivations.
Smaply is an incredible tool that allows you to create, share and present your customer journey maps, personas and stakeholder maps.
#3 Dialogue- Content + Brand Strategy
At times, content strategy is thought of solely of marketing materials. Content Strategy and your content involves every SINGLE conversation you will have with your customer. There is no such thing as a neutral interaction. These conversations should have a consistent strategy tone and purpose.
Bigger deals tend to require more conversations. The value you create through your pre to post purchase dialogue is vital to closing the loop on that sale.