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Influencing Travel Decisions: Karla Hayward

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Influencing Travel Decisions: Karla Hayward

  1. 2. RECENT STUDY SHOWED: <ul><li>46% say  “a great brand is like an interesting person at a party” </li></ul><ul><li>57% want to know about the history and quirky details of a brand </li></ul><ul><li>45% are looking for interesting stories about the brand </li></ul>
  2. 3. Basically, you want to be this guy!
  3. 4. A GREAT STORY WILL: <ul><li>Allow you to move beyond a logo or tagline into the comprehensive presentation of a lifestyle experience. </li></ul><ul><li>Bring your product to life and make it memorable by humanizing it </li></ul><ul><li>Create an immediate positive association – a good first impression. </li></ul>
  4. 5. A GREAT STORY WILL: <ul><li>Allow you to move between channels with ease, because your story lends itself to all platforms </li></ul><ul><li>Permit you to respond in real time without vetting responses up the chain </li></ul><ul><li>MOST IMPORTANTLY: create content. People feel absolutely compelled to add to it, whether that's by sharing or commenting. </li></ul>
  5. 7. | SINGLE INTEGRATED PLATFORM
  6. 8. THREE QUESTIONS TO ASK: <ul><li>What is this story telling me? </li></ul><ul><li>Why should I care? </li></ul><ul><li>How does this story make me feel? </li></ul>
  7. 12. CHOOSING A CHANNEL? MARKETING 101 STILL APPLIES:
  8. 13. POEM
  9. 15. Happily Ever After!

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