8 pages
Published: 31 Mar 2023
Author(s): AgriFutures Australia
Download report PDF
Download*** The worksheet on pages 6 and 7 of this storytelling guide is interactive. To make best use of the guide, save the PDF file to your computer and fill out the worksheet during your brainstorming sessions ***
Having defined a target audience, chosen the channels for distribution and set metrics for reach and engagement, you’ve chosen your character archetypes and completed the templates. But you’re still stuck for words. When it comes time to put pen to paper, how do you write a great provenance story that sets your brand apart from the competition?
After all, the difference between a good and a great provenance story can be felt on the business bottom line, with research from the French wine industry showing a correlation between price and the style of storytelling employed – the price for higher-value wines could not be explained by their objective quality, only by their “symbolic position and image evoked of a world of luxury”.
According to Spanish food marketing researchers, a great provenance story comprises a realistic framework to “convey something about the brand’s heritage, founder, highlights and crises, mission and values, and functional and emotional benefits”. These brand features can be conveyed meaningfully and effectively if the story, through its plot and character development, is authentic and concise.
Here are some simple tips to break the writer’s block and help you prepare concise, authentic and powerful stories.
AgriFutures Australia partners with Australian rural industries and the Australian Government to grow the long-term prosperity of Australian rural industries and communities through research, development...
Australia’s primary industries, including agriculture, fisheries and forestry, generate a significant amount of waste and by-products. Management of theses waste streams involves a range of...
The aim of this roadmap is to guide the future management of waste in the agriculture, fisheries and forestry sector applying the principles of a...
Australia’s agriculture, fisheries and forestry sector is making inroads to reduce its waste footprint and align with Australia’s National Waste Policy. Investment in a range...
Australia’s agriculture, fisheries and forestry sector is making inroads to reduce its waste footprint and align with Australia’s National Waste Policy. Investment in a range...
Australia’s agriculture, fisheries and forestry sector is making inroads to reduce its waste footprint and align with Australia’s National Waste Policy. Investment in a range...
In March 2021, AgriFutures Australia embarked on an exciting new initiative, the Pre-Farm Gate Waste Program, to align the agriculture, fisheries and forestry sector with...
Having defined a target audience, chosen the channels for distribution and set metrics for reach and engagement, you’ve chosen your character archetypes and completed the...
