Fourteen participants took a whole day in Rutesheim (Böblingen district) to intensively learn the basics of "storytelling" in order to inspire their own clientele and win new customers. After a little theory from the speakers from the Blumberg agency, everyone was asked to put themselves in their own everyday life. After all, the work steps on and off the farm are routine for some and very exciting for others. Questions were collected to find out what potential customers want to know about the processes.
However, the answers to the questions and the information provided must ultimately also suit the target group. The participants therefore described in a rough sketch which customer groups might be interested in their products. Everyone was able to give free rein to their imagination when developing an exemplary customer. This resulted in the IT enthusiast Björn, who is annoyed by online stores that don't work, and Bernd, who only wants meat from species-appropriate farming, but drives past the chicken run at full speed in his sports car and frightens the animals.
"The everyday stories of the farms are worth telling"
The experiment to tell the worst possible stories about their own products also gave rise to some great ideas for interesting stories, for example: Mice eat vegetables when cats emigrate in search of a better life.
Finally, the various media formats were linked to the target groups and the type of storytelling. After this intensive seminar, the participants went home with a large package of ideas. But also with the tools to implement these ideas in a targeted manner and in a busy everyday life.
The regional managers of the organic model regions, Annegret Bezler and Marion Baumann, agreed: "Not everyone has a PR department, but the everyday stories of the businesses are worth telling."
