In today’s world, retailers, category leaders, and shopper insights professionals are overwhelmed by data. At the same point, resources and time are becoming increasingly scarce. The people on those teams need to communicate critical materials, information, learnings, and trends seamlessly between each other and to others in their organizations—from macro trends to shopper insights, to tactical recommendations.
To be successful, the ability to craft a compelling story is more critical than ever. But within a great story, how do you decide which data to include and ensure it connects with your audience? With limited time and unlimited data, how do you understand your audience to craft a story that includes the data insights presented in a way that resonates?
Enter business storytelling.
By uniting everyone with a common storytelling language and framework to communicate, category leaders – and CPG companies as a whole – can bring clarity and meaning to their ideas, data, and recommendations to influence key business decisions and help stand out from the competition.
Join us for the ultimate storytelling challenge at this year’s Category Management Association/Shopper Insights Management Association annual conference, Feb. 16-19 at the JW Marriott Hill Country in San Antonio, Texas. This interactive workshop will be led by The Presentation Company (TPC), the team that led top-rated storytelling sessions at the CMA | SIMA conferences in 2023 and 2024. Janine Kurnoff, TPC’s Co-founder and Chief Innovation Officer, will be joined by Chobani’s Laura Shaw, Senior Director of Category Development, and Kathleen McHugh, Director of Category Development, to lead a 90-minute workshop, Unlock the Power of Data-Driven Storytelling. This session is being presented on Monday, February 17 from 9-10:30 AM CT.
What you’ll learn:
- How to use a storytelling framework to ensure your data story is coherent
- Tips for understanding your audience and choosing the data that matters to them
- How to tell a compelling, digestible story on one page (or slide)
During this hands-on session, you’ll be challenged to tell your story supported by the right data… on one page only (hint: think executive summaries)! Plus, you’ll see some real before-and-after story transformations from Chobani (including Executive Summaries) that are sure to resonate in your world and help bring our data storytelling concepts to life!
Whether you joined any of TPC’s previous CMA sessions or only heard about them through the grapevine, you’re sure to gain value from this workshop. Be sure to come ready to actively participate!
Bonus content!
P.S. Spoiler alert: Janine will be giving out limited copies of her Amazon best-selling book, Everyday Business Storytelling, during the session. Don’t miss your chance to get 288 pages of practical storytelling tips that are sure to make you a more confident, influential, and strategic communicator!