7. Though directionally positive,
there's still lots of room to improve
% of direct bookings
Storytelling = how you
communicate your brand
The online marketplace is a noisy
place
Why Storytelling Matters
#LeoWebinar
8. Storytelling & Emotion
Storytelling impacts SEO & organic
search
High quality, relevant content impacts
Google rankings
Relevant storytelling improves the
probability of a sale
Stories are a driver of emotional value
50% of purchases are driven by
emotion
Emotional value influences actual
value & purchase intent
#LeoWebinar
9. Dr. Lalia Rach
Founder and Partner
Rach Enterprises
www.rachenterprises.com
laliarach@rachenterprises.com
@LaliaRach
10. Storytelling Ripple Effect Rates, Occupancy, Revenue
Breaks through the clutter of poorly managed information
Separates property by establishing purpose, creating cause and
effect
#LeoWebinar
11. Translate engagement in a
memorable format
Provides useful information while
entertaining
Encourages exploration
Blend words, pictures,
graphics, video, audio
Expands content into context
Brings life to unknown, forgotten
Makes an emotional connection
Produce connective tissue
Creates intimacy
Establishes persona for both property
and guest
Reveals unknowns, unique aspect
Sets expectations
Elements of Effective Storytelling
#LeoWebinar
12. How to Start Telling Your Story Today
Stimulate
interest.
Demonstrate a
sense of
humor.
Consider serial
installments.
Be in the
moment.
Think of your
website as
living, breathing
environment.
Focus.
What matters?
Who is the
audience?
What are you
best at?
Be real.
What
information is
passed on from
employee to
employee?
Don’t invent,
assume or
overlook. Use
actual not
posed.
Start with a
quote.
Guests tell you
so much so
use it. Or a
picture or a
infographic.
#LeoWebinar
13. What your story must contain
Perspective
Provide useful information while entertaining
Persuasion
Expand content into context
Personal
Create intimacy, emotion
How to Start Telling Your Story Today
#LeoWebinar
14. Truth-teller: Story is based in fact. Presents
the most important physical and emotional
aspects of your property: sounds, sights,
smells, colors, furnishings, ambience.
Make it easy: “We are experts at xxx
(providing comfort, enveloping your senses,
extending your experience)
Make it personal: “There are xxx ways to be
comfortable at the xxx and my favorite is xxx.
Have you ever considered what makes you
comfortable?”
Types of Story Tellers
#LeoWebinar
15. Observer: Story engages readers as it is
written in the first person.
Narrate: “It appears we have something in
common -- we think of life as an adventure.”
Challenge: “I love to know the history of a
building, what about you?”
Inquire: “Tell me what combinations come to
mind when you think about: xxx or What you
love with the unknown or A day that goes
slowly.”
Types of Story Tellers
#LeoWebinar
16. Illustrator: Series of short vignettes
about an aspect (unique or commonplace)
of your property. Personal intimacy.
Involves others: “Let me tell you a story
about the day I encountered xxx...”
Engages others: “I love to imagine what I
will learn from...”
Types of Story Tellers
#LeoWebinar
17. 1. Loyalty becomes even more
complicated
2. Virtual Reality expectations
3. Increased demand for real (genuine,
real, bona fide, true, veritable;
legitimate, valid; the real McCoy)
engagement
3 Hotel Marketing Trends To Watch
Why they matter, and how to get ahead them
#LeoWebinar
18. Key Takeaways
Be authentic. A true story told by real people
using candid pictures, video, audio
Be relevant. Images and content must relate
to reality of audience
Create an emotional connection. 83% of
learning is visual. Source:
hp.com/large/ipg/assets/bus-solutions/power-of-visual-
communication.pdf
Invite action. What is the next step?
#LeoWebinar
19. Woody Hinkle
Principal
Nasuti & Hinkle Creative Thinking
www.nasuti.com
www.jugglinginthedark.com
woody@nasuti.com
phone: 301.222.0010 x 209
28. Time on site beats industry averages
35% from gallery click "Book Now”
(slightly ahead of industry average of
28%-32%)
I'm going to credit both to the quality of
the storytelling on the site. So there
Is It Working?
#LeoWebinar
30. Key Takeaways:
Start with a Brand
Tell an experiential story
Write for your audience
Show the guest experience
Your website is alive
#LeoWebinar
34. Recording of this
webinar. Share it
with your colleagues
It’s a Wrap
#LeoWebinar
35. Next Webinar – June 16, 2016
“Strategies to Thrive in
Today’s Complex Travel
Shopping Journey”
Alan Young
CEO and Co-Founder Puzzle Partner
Greg Bodenlos
Brand Marketing Manager & HSMAI Leader
#LeoWebinar
I’m not sure how to get started
It’s too time consuming
Not convinced it’ll generate more direct bookings
- Not sure how to target my multiple audiences
Though directionally positive, there's still lots of room to improve % of direct booking (need industry stat on % of direct bookings vs. OTAs/indirect)
Impact of storytelling on commerce and/engagement in general (hotel stat and other industry stat, maybe CPG?)
The online marketplace is a noisy place (stat about how we are bombarded with marketing messages - ideally referencing the OTA world)
Storytelling impact on SEO
Storytelling impact on purchase intent (activity that leads to "book now").
Storytelling impact on website conversions
Your script or additional notes here
When we are engaged, connected we are more likely to relate. A story allows us to “see” ourselves enjoying, succeeding at the hotel.
What is a constant statement of amazement, thanks?
This type of storyteller is someone who loves puzzles, collects people, involved up to elbows, thinks about tomorrow not yesterday, loves the feel of a tee-shirt washed for the 80th time, seeing the movie Elf for the 8th time
The narrator: a natural storyteller.
This type of storyteller is someone who is unafraid of the unknown, Will mix plaids with stripes, views life is one big chemistry set, has Comfort zone is in the twilight zone. Uses it daily to explain a process or method to employees. Begins meetings with a quick vignette:
This is the year virtual reality (VR) becomes a mainstay, with its relevance growing exponentially over the remainder of the decade. Brands must decide their place in the adoption life cycle. Relying on what your customer needs and wants will answer this question. Immersive pre and post trip “see”, experience property.
Why? Because being reliable, dependable, trustworthy, authoritative, honest; accurate, factual, true will matter exponentially as technology expands, time shrinks and attention spans are undermined.
Live streaming: video streaming apps like Periscope, Meerkat, and Blab
Graphics: SlideShare, Snapchat, Vine, Instagram Video
Infographics: Google Developers, Easel.ly, Piktochart
Poll question
Christian, this needs design and headshots of 2x guest speakers