Videoaula 9: Pitch Deck: Como estruturar um bom Pitch

Summary

This video lesson explores the power of storytelling in corporate marketing, using examples from major companies like Coca-Cola, Magalu, and Getez. It discusses how storytelling can shape customer loyalty, strengthen a brand’s image, and even attract investors by highlighting values, overcoming challenges, and growth. The video showcases how businesses use emotional appeal to connect with their audience and emphasizes the importance of organizational culture in creating a compelling narrative. Ultimately, the lesson illustrates that good stories are essential not only in selling products but also in building lasting relationships with customers and stakeholders.

Takeaways

• 😀 Storytelling in business helps retain customers and strengthen the company's image.
• 😀 A good story can portray challenges, solutions, and growth, influencing both consumers and employees.
• 😀 Emotional appeals, like family, love, and overcoming challenges, are central in successful brand stories.
• 😀 Coca-Cola's storytelling revolves around themes of family, inclusion, and overcoming adversity, such as racial segregation campaigns.
• 😀 Magazine Luiza (Magalu) uses its story of overcoming adversity and rapid growth to build customer loyalty.
• 😀 Magalu emphasizes inclusion and accessibility, highlighting its impact on consumers' lives, such as offering affordable products.
• 😀 Getez, a company in the LPG distribution sector, tells a story of overcoming humble beginnings to becoming a market leader.
• 😀 Companies use storytelling not just for consumer engagement but also to foster pride among employees and attract potential hires.
• 😀 Successful corporate stories include a hero figure, often representing the company’s journey and values, inspiring both consumers and investors.
• 😀 A well-crafted company story, including its values, hero, and ethical standards, can attract investors by highlighting sustainability and growth potential.

Q & A

What is the primary function of Story in the corporate world?

The primary function of Story in the corporate world is to retain customers and strengthen a company's image. It does this by showcasing admiration for a brand, product, or service, particularly those that promote positive values like health or environmental concern.

How does Story influence customer purchasing decisions?

Story influences customer purchasing decisions by presenting a narrative that highlights challenges, solutions, and overcoming adversity. This approach connects with the audience emotionally and builds engagement, which can increase customer loyalty.

How does Coca-Cola use Storytelling in its marketing?

Coca-Cola uses Storytelling by focusing on themes like family, friendship, love, and unity in its campaigns. It emphasizes regionality and inclusion, such as with the first black model in an advertising campaign and campaigns related to racial integration.

What significant event in Coca-Cola's history is mentioned in the script?

A significant event mentioned is Coca-Cola's involvement in a protest against racial segregation laws in 1951, where the company used its platform to support integration by featuring Harlem Globetrotters in an ad campaign.

What is the success story behind Magazine Luiza (Magalu)?

Magalu's success story is one of overcoming challenges and expansion. Starting in the interior of São Paulo, the company grew rapidly, achieving significant milestones in physical stores and e-commerce. The company prides itself on inclusion and transforming lives through access to consumer goods.

How does Magalu's Story reflect its company values?

Magalu's Story reflects its values of overcoming challenges, empathy, and customer-first attitudes. It emphasizes the company's commitment to inclusion and transforming lives by making products accessible to a broader population, especially for those who couldn't afford them otherwise.

What is the origin story of Getez, and how has it grown?

Getez's origin story begins with a Lebanese entrepreneur in Brazil who started a small gas business in 1958. Over time, the company expanded rapidly, acquiring other businesses and modernizing its fleet, becoming one of the largest companies in its market.

What common theme is shared by the success stories of Coca-Cola, Magalu, and Getez?

The common theme among the success stories of Coca-Cola, Magalu, and Getez is overcoming challenges, experiencing growth, and achieving success through resilience and effective management, often enhanced by a compelling narrative that resonates with their audience.

How can Storytelling be used to enhance a company's investor pitch?

Storytelling can enhance an investor pitch by incorporating elements of the company's organizational culture, such as values, the hero of the company's story, and established business rites. Highlighting these aspects makes the company appear more reliable and capable of sustainable growth.

What role do company values play in Storytelling, according to Barreto in 2021?

According to Barreto in 2021, company values represent the fundamental rules or beliefs that guide how the company operates. These values are critical in storytelling because they reflect the company’s commitment to ethics and responsible business practices, which can instill trust in investors and customers.