Month: November 2016

Types of stories

When crafting stories, the limits are our imagination, but to start with it is always helpful to have a set of ideas on what type of story we want to tell

Key success factors of stories for culture change

Stories built to drive culture change need to consider some specific factors to ensure effectiveness, as they are to tackle a more complex challenge

The seven stages of a story

As we identify the key success ingredients, we also define the guidelines for a compelling story plot

What makes stories compelling

There are many ingredients to consider when creating a story to make it compelling: realism, plot, characters, suspense, etc. but beyond possible formulas, story crafting is an art!

Storytelling as a driver of organizational change

Beyond attracting tourists, storytelling is also a powerful strategy to drive a culture change throughout the destination’s DMO and its stakeholders

Storytelling to build emotional connection

It is through the identification with the story characters that we build an emotional connection with the story and hence with the destination brand

The power of storytelling

Stories work like a mirror where we like to find ourselves, as they help us shape our identity through the characters we admire

Stories are the new marketing

In Tourism 3.0 the target tourists look for stories that inspire them to travel, and they tell their stories too, to inspire other travelers to enjoy the same experiences

The Marketing Plan 3.0: monitoring the KPIs

Strategy planning is just a first step towards strategy execution: the KPIs tracking are to shape the other steps, indicating when and how should the strategy be reoriented

The Marketing Plan 3.0 implementation: organizational structure

The development of a new marketing model requires new skills and knowledge, and therefore new human resources: there are some key positions to cover from the outset