Month: January 2017

Storytelling training workshops

To leverage the storytelling power of the visitors and other stakeholders, it is convenient to organize storytelling training workshops that provide the key techniques and coach in the skill development

The 5 Competitive forces: Rivalry among competitors

Rivalry among competitors may be based upon price or value differentiation: the second is without any doubt the one that guarantees sustainable profitabilty

The story creation process

Beyond inspiration and writing skills, it is convenient to follow certain steps that enhance the efficiency and effectiveness of the creation process

Monitoring results

As for all strategies, storytelling results need to be monitored to evaluate its effectiveness in terms of the marketing goals. We distinguish four categories of KPI for storytelling marketing: impact, integration, interactivity, and immersion.

The 5 Competitive forces: The threat of substitutes

Substitutes in tourism are all those businesses not belonging to the industry which may satisfy the same needs: other tourism sector’s businesses, collaborative business models such as Airbnb or even video-conference suppliers in the case of business tourism

Controlling the story content quality

As it is done with any kind of marketing content, stories should be checked for a quality control before being delivered through the social media networks

Setting the story style

To facilitate and orientate unexperienced storytellers on how to write their stories about the destination, it is necessary to train them and provide them with a Story style guide

The 5 Competitive forces: The power of buyers

In the tourism industry’s 5 competitive forces analysis, buyers are not only tourists but also all the marketing operators in between the destination businesses and the final clients

Strategies to foster story virality

Storytelling effectiveness is called virality, but there is no secret formula to make it happen. Beyond inspiration and writing skills, there are some key strategies to follow to enhance your changes of success

What makes stories go viral?

Creating virality is the dream of any storytelling marketer, but there is no magic formula to make it happen. However, there are some tips and guidelines that may inspire us to achieve the desired results