Storytelling for business is all well and good when it's going well and you're getting your message across in the way you expect it to be received.

But what happens when your story makes an impact for all the wrong reasons.? That’s what happened to Mark Turnbull from Turnbull’s Northumbrian Food, in the North East of England.

He tells Katie Flamman how he dealt with the backlash from his most expensive pork pie creation to turn it into a positive; Mark also shares his  journey from a high street shop to an out-of-town food hall and how storytelling played a pivotal role in his marketing strategy.

Key Takeaways

• Adaptation is essential for business success: Mark Turnbull's business experienced a significant boost during the COVID-19 pandemic by adapting to changing circumstances and capitalizing on domestic tourism.
• Storytelling is a powerful marketing tool: Mark highlights the importance of storytelling in marketing. Engaging narratives can capture attention, generate publicity, and create a memorable brand image.
• Responding to controversy with authenticity: When faced with criticism over selling Britain's most expensive pork pie during a cost-of-living crisis, Mark's team quickly responded by pledging to donate the proceeds to the local food bank. This authentic response turned a potential negative into a positive story that garnered widespread media coverage.
• Marketing is essential for business growth: Regardless of how great your product or service may be, effective marketing is crucial for business growth. Mark emphasizes the need to promote your business and ensure that potential customers are aware of what you offer.

Guest Information

Check out Mark Turnbull’s family business, Turnbull’s Northumbrian Food, here: turnbullsfood.co.uk

Follow Mark on LinkedIn: linkedin.com/in/markpturnbull/

Want to go from Shopkeeper to Retail Pro?

Join Mark’s Retail Success Club at Impact Retail Training:

impactretailtraining.com

mark@impactretailtraining.com

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www.katieflamman.co.uk

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