The document discusses the importance of storytelling in enhancing purchase intent, website conversion, and SEO for the hotel industry. It emphasizes that effective storytelling can create emotional connections, improve Google rankings, and engage audiences through multi-media formats. Key takeaways include being authentic, relevant, and inviting action in customer engagement strategies.

1. Copyright © 2016 Leonardo Worldwide Corporation
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How to Improve Purchase Intent,
Website Conversion and SEO
May 17th, 2016
Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo
Dr. Lalia Rach, Founder and Partner, Rach Enterprises
Woody Hinkle, Principal, Nasuti & Hinkle Creative Thinking
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The Impact of Storytelling on Your Bottom Line

2. Darlene Rondeau
Vice-President,
Best Practices, Online Merchandising
Leonardo
@darlenerondeau

3. Follow:
@VFMLeonardo
Tweets & Questions:
#LeoWebinar

4. Dr. Lalia Rach
Founder and Partner
Rach Enterprises
www.rachenterprises.com
laliarach@rachenterprises.com
@LaliaRach

5. Woody Hinkle
Principal
Nasuti & Hinkle Creative Thinking
www.nasuti.com
www.jugglinginthedark.com
woody@nasuti.com
phone: 301.222.0010 x 209

6. I haven’t focused on telling my hotel story because:

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
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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

20. #LeoWebinar

21. #LeoWebinar

22. #LeoWebinar

23. #LeoWebinar

24. #LeoWebinar
Brand
Adver.
P.R.
Internal
Web
Site
Social
Media
Collateral
Offers

25. #LeoWebinar

26. #LeoWebinar

27. #LeoWebinar

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

29. #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

31. #LeoWebinar

32. Based on today’s content,
will you attend future webinars?

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

36. Connect With Us!
#LeoWebinar
leonardo.com
1.877.593.6634
@VFMLeonardo
blog.leonardo.com
rachenterprises.com
laliarach@rachenterprises.com
@LaliaRach
nasuti.com
woody@nasuti.com
301.222.0010 x 209
jugglinginthedark.com
Lalia Rach Woody Hinkle

37. Questions & Discussion
#LeoWebinar