How to Improve Purchase Intent, Website Conversion and SEO

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, LeonardoDr. 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

Darlene RondeauVice-President, Best Practices, Online MerchandisingLeonardo

@darlenerondeau

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@VFMLeonardo

Tweets & Questions:

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Dr. Lalia RachFounder and PartnerRach Enterpriseswww.rachenterprises.comlaliarach@rachenterprises.com

@LaliaRach

Woody HinklePrincipal Nasuti & Hinkle Creative Thinkingwww.nasuti.comwww.jugglinginthedark.comwoody@nasuti.comphone: 301.222.0010 x 209

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

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

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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

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Dr. Lalia RachFounder and PartnerRach Enterpriseswww.rachenterprises.comlaliarach@rachenterprises.com

@LaliaRach

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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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

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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.

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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

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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

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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

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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

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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 WatchWhy they matter, and how to get ahead them

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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?

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Woody HinklePrincipal Nasuti & Hinkle Creative Thinkingwww.nasuti.comwww.jugglinginthedark.comwoody@nasuti.comphone: 301.222.0010 x 209

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Brand

Adver.

P.R.

Internal

Web Site

Social Media

Collateral

Offers

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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?

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Key Takeaways: Start with a Brand Tell an experiential story Write for your audience Show the guest experience Your website is alive

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

Recording of this webinar. Share it with your colleagues

It’s a Wrap

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Next Webinar – June 16, 2016

“Strategies to Thrive in Today’s Complex Travel Shopping Journey”

Alan YoungCEO and Co-Founder Puzzle Partner

Greg BodenlosBrand Marketing Manager & HSMAI Leader

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Connect With Us!

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leonardo.com1.877.593.6634@VFMLeonardo blog.leonardo.com

rachenterprises.com laliarach@rachenterprises.com @LaliaRach

nasuti.com woody@nasuti.com301.222.0010 x 209 jugglinginthedark.com

Lalia Rach Woody Hinkle

Questions & Discussion

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