The Power of Storytelling

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Keynote address I presented at the Travel Manitoba Conference titled: Sharing the Manitoba Story ... Building the Visitor Experience.

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The Power of Storytelling

  1. The Power of a Great Story 11 April 2011 Travel Manitoba Conference Keynote Address by: Dr. Nancy Arsenault
  2. Everyone has a story to tell! • People • Business • Destinations • Regions • Province • Canada
  3. Every town has a story and special characters that brings out the magic for travellers Stories create connections with people and places
  4. Stories can be powerful, compelling, exciting, informative, educational, personal, and memorable. What storiesare at the heart of your visitor experience? Are you using them to create a competitive advantage?
  5. What’s your story? Introduce yourself and tell your table-mate! Think of a story that brings back a fond memory.
  6. What just happened? Why?
  7. Stories, like a great visitor experience are: • Personal • Meaningful Your stories belong to you, they: • Come from the heart • Are delivered with honesty and passion • Make connections
  8. Building Manitoba’s Story: Think About ... • What stories/episodes will resonate, for which ideal guests. • Decide the emotional response you want to create. • Write the script ✦ Where ✦ What ‘stuff’ do you need? • Decide who is best to tell the story (e.g.: local gems) • How to engage the visitor in the story
  9. GRAB SOME ICE AND LETS SET SAIL
  10. General Admission, gift shop (Goods) Tours, docents (Visitor services) Putting the guest INTO the story (An experience) Greater Differentiation Higher Yield Land, artefacts (Commodity) Undifferentiated Lower Yield Value of Economic Progression Royal BC Museum Framework: Pine & Gilmore (1999) Tourism Context: Tourism Cafe (2011)
  11. RESULTS:THE 2007 ROYAL BC TITANIC MUSEUM • 451,120 visitors, 1/3 said this was the reason to visit Victoria • $30M economic impact • Fabulous exhibit but the passenger manifest and the ‘ticket’ … were the ticket, to a terrific guest experience. • I received my boarding pass and entered …I saw, I sampled, I tried on, I touched, then … Discovered my fate on April 15th, 1912.
  12. Let’s look around the world For destinations For communities For attractions Where’s stories are working
  13. Communities have stories! That engage and celebrate.
  14. That can transform a place & it’s people Nami Island, South Korea Destintions have Stories
  15. 63 kilometers, started $6.3M in debt And the CEO insisted on being paid 10 cents a month until he brought the island out of debt, then he would get half the profits
  16. FEW PLACES TOUCH YOUR SOUL ...
  17. A STORYLAND AND YOU GET AN IDENTITY!
  18. Theme the Experience - at Nami it’s about books!
  19. READING IS EVERYWHERE!
  20. And a Harmonized, Artistic, Sustainable Environment
  21. WITH NON- TRADITIONAL PARTNERS
  22. HE TURNS OFF THE LIGHTS THE ISLAND AT 10:00 PM SO GUESTS CAN SEE THE STARS
  23. AN ARTIST, A DREAMER, INSPIRATIONAL LEADER
  24. Investing in stories over infrastructure is: ... less expensive ... more engaging ... quicker to market ... attracts interest and new visitors ... builds HR capacity ... flexible/dynamic Attractions have Stories
  25. Laura Plantation, Louisiana The stuff The stories
  26. Meet Norm the Owner ... and in 2004 when they burned down
  27. And now, if you like, the posts can talk! Et avoir un message français 或中國人
  28. Why Stories Work • Trigger emotion and intrigue • Engage people, bring understanding • Have a theme, plot, characters, action • They can evolve, have chapters-episodes • Storytelling is a natural human impulse • When meaningful, they are memorable
  29. The Keys to Building Tourism Experiences through Storytelling • Audience: What stories do you want guest to be sharing? What memories? • Product: Engage your visitor in the story! • Promotions: Think like a publisher or media writer and communicate like a storyteller.
  30. The Power of a Great Story
  31. Tell stories to sell travel • Ignite interests • Connect with visitors • Sell tourism • Learn from ... when you listen
  32. Once you have a story ... Idea Source:Todd Lucier Social (what) Audience (who) Media (how) The Story Facebook,Trip Advisor,Twitter YouTube, Flickr, Blogs ... Print Photos Video Audio Traditional Internet Handheld
  33. Think About the Entire Customer Lifecycle From moments to memories ™
  34. Make Stories Work for You! Stories are compelling and can be an excellent foundation for: • Connecting with travellers • Reaching new markets • Crafting tourism experiences • Conducting research • Creating meaningful engagement.
  35. Thank you! nancy@arsenaultprojectsolutions.ca nancy@tourismcafe.ca Twitter & Facebook: nancyarsenault Linkedin: Nancy Arsenault Tel: 250.391.6077

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