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WHY YOU NEED BETTER TOUR @audioconexu

Why You Need Better Tours

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Storytelling is the heart and soul of a great tour narrative. An effective guided tour has more than a beginning, a middle and an end; it has a point. Learn more about how AudioConexus is changing the way travelers experience sightseeing on buses, boats, trolleys, trains and trams. We call our solution TriggerPOINT – a GPS enabled, portable, carry on, carry off multilingual tour entertainment system that completely automates location based sightseeing experiences in multiple languages simultaneously. What this means is – everyone gets the same tour at the same time in their own language – high-quality, fun and entertaining sightseeing experiences every time your tours depart. Great stories are supported by professional narrators, character actors, music and sound effects to complete an audio theatre experience.

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Page 1: Why You Need Better Tours

WHY YOU NEED

BETTERTOURS

@audioconexus

Page 2: Why You Need Better Tours

PUT ME OUT OF MY MISERY

TOUREMPTY SEATS

RIGHT NOW, SOMEONE OUT THERE

HOPEFULLY IT’S NOT YOURSIS ON A REALLY BORING TOUR

Page 3: Why You Need Better Tours

YOUR TOUR SHOULD BE

FUNENTERTAININGEDUCATIONALINSPIRINGDON’T BORE PEOPLE

FLOORPEOPLE

Page 4: Why You Need Better Tours

Just for fun, we like to go on sightseeing tours just to see what other people think of the commentary experience.

ME

Page 5: Why You Need Better Tours

ME

Just for fun, we like to go on sightseeing tours just to see what other people think of the commentary experience.

Most of the time it ain’t good

Page 6: Why You Need Better Tours

About 90% of drivers and guides don’t memorize a script and just wing it.

And every tour is different

Page 7: Why You Need Better Tours

About 90% of drivers and guides don’t memorize a script and just wing it.

And every tour is different

Which would be okay if this didn’t make some people sad (or mad)OR BORED

Page 8: Why You Need Better Tours

And you can have a great guide...

Page 9: Why You Need Better Tours

But they’re hard to find

And you can have a great guide...

cost more

have bad days

are inconsistent

rushed

ain’t storytellers

etc.

And some guides

Page 10: Why You Need Better Tours

What chance is there that every guide you hire is like Anthony Quinn? Or that your average tours are going to share average stories?Why are travelers going to choose you?

Page 11: Why You Need Better Tours

I really need to tell all my friends about this average

tour when I get home.

Listen. This is the best tour ever. I’m telling you – this is

really average!

What is that?

I’ve got to write something about this

remarkably average tour.

I’m engaged. Really, I am.

Page 12: Why You Need Better Tours

“Recognizing experiences as a distinct economic offering provides the key to

future economic growth.”

The world is changing

Page 13: Why You Need Better Tours

Today's travelers are looking for

experiences that fulfill the three "Es”

“Recognizing experiences as a distinct economic offering provides the key to

future economic growth.”

The world is changing

Page 14: Why You Need Better Tours

entertainment

excitement

education

We’re talking about engaging the senses with:

&

&

Page 15: Why You Need Better Tours

EVERYTIMEYOURTOURDEPARTS

Page 16: Why You Need Better Tours

SOME TOURS SUCK

Because there are no scripts or time for training,

rehearsals or preparation

Page 17: Why You Need Better Tours

OK, we admit that we’ve only seen a few tour guides like this:

Page 18: Why You Need Better Tours

Storytelling is the heart and soul of agreat tour narrative

BUT

Page 19: Why You Need Better Tours

Guided tours that preoccupy themselves with describing what’s on the right, what’s on the left — are simply announcing a route map.

Page 20: Why You Need Better Tours

The worst

sin is to be

boring

Page 21: Why You Need Better Tours

So what makes a tour great?

Page 22: Why You Need Better Tours

An effective guided tour has more than a beginning, a middle and an end;

it has a point.

Page 23: Why You Need Better Tours

Like a good story well spun, a great tour narrative forges an imaginative connection between teller and told.

Page 24: Why You Need Better Tours

A great tour, with a great story as its core and context, is infused with its own particular magic and energized by its own unique electricity.

Deciding the story to tell is only half the story

Page 25: Why You Need Better Tours

A great tour, with a great story as its core and context, is infused with its own particular magic and energized by its own unique electricity.

Deciding the story to tell is only half the story

Bringing that story to life is the other half of the battle

Page 26: Why You Need Better Tours

a great tour narrative uses every tool of storytelling at its imaginative disposal

historical persona, single and multiple narrators,

music, sound effects, dramatic reenactment

Page 27: Why You Need Better Tours

not only to engage the attention and sustain the interest of its audience

Page 28: Why You Need Better Tours

but to immerse them within an enhanced experience whose  whole is demonstrably

greater than the sum of its part

Page 29: Why You Need Better Tours

A great tour is story-driven, it

entertains; that’s what makes it truly

memorable.

Page 30: Why You Need Better Tours

If you’re boring or your tours suck

PEOPLE WILL TALK

Page 31: Why You Need Better Tours

If you’re boring or your tours suck

PEOPLE WILL TALK

and

Page 32: Why You Need Better Tours

YOU CAN’TIGNORESOCIAL MEDIA

Page 33: Why You Need Better Tours

Our tour guide had a

thick accent and

broken English and

was difficult to

understand.

We were very unhappy with the tour and service

provided.

The guide was very cynical and said

demeaning things about guests.

*Reviews by real people found on the Web. Names withheld.

Page 34: Why You Need Better Tours

Our tour guide had a

thick accent and

broken English and

was difficult to

understand.

We were very unhappy with the tour and service

provided.

The guide was very cynical and said

demeaning things about guests.

The tour guide got into bad mood after and the rest of our tour was touch and go

Being a good tour guide is something I take seriously. I had an unprofessional driver, and a boring tour.

Boring tour

guide

The guides at the bus stops and the tour

guide on board the bus were not very helpful or knowledgeable.

The guides

varied from

good to bad and

often gave

conflicting

information

I'm a fair

person, but

this tour was

terrible.

boring sightseeing

tour

boring sightseeing tour full of

facts

The most boring tour ever!

Page 35: Why You Need Better Tours

“How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?” – Seth Godin, Seth’s Blog

Seth Godin knows how to make a successful business tick

Page 36: Why You Need Better Tours

So we decided to put together

10 Telltale Signs You Need

Better Tours

Page 37: Why You Need Better Tours

1 Your tour is "good enough"

Your tour sounds like a history lecture

You don't follow a script

Either you deliver Wow or you're wasting time and money.

A traveler said it best: "a guide needs to be a good storyteller. A pure recitation of facts is mind-numbingly boring."

Lack of consistency is why businesses fail or fail to grow.

2

3

Page 38: Why You Need Better Tours

You're not getting much feedback or any comments

You asked staff members to write your stories

You're talking about things people don't care about

If people aren't talking about your tours it's because they didn't have anything to talk about.

If you're talking about things people don't care about - don't expect them to care about your tour.

We’ve seen a lot of bad tours. Using professional writers means you’ll go from good to great.

4

5

6

Page 39: Why You Need Better Tours

You're using the commentary from 10 years ago

Your marketing builds your business (and will save you)

Anyone can provide a great tour

Your commentary is outdated. It more than likely feels stale and old - not only for you - but for your passengers.

Focus on creating an exceptional customer experience first. Then worry about the marketing.

Great guides have the knack. The mojo. The magic. Invest in storytellers.

7

8

9

Page 40: Why You Need Better Tours

Focus on attracting audience(s) that share your worldview. And then write commentary that will engage and entertain your

audience. The bottom line is your stories matter. And they matter to your audience.

You don't know your audience10

Page 41: Why You Need Better Tours

PROVIDING ENGAGING, ENTERTAINING TOURS

IS NOT A MYSTICAL ART

Page 42: Why You Need Better Tours

MAKE A POINTBE CONSISTENTTELL STORIES

INSPIRE PEOPLE

Page 43: Why You Need Better Tours

Thanks!

@audioconexus

www.audioconexus.com

Page 44: Why You Need Better Tours

PHOTOS

Flickr/Sightseeing/Thomas van de WeerdFlickr/Pout/Dan FoyFlickr/Packard tourist sightseeing car/CommonsFlickr/New York Bus/CommonsFlickr/flickr contacts/Hobvias SudoneighmFlickr/Our Guide 3/Son of GrouchoWikimedia/CarrisTur – Tourists/Pedro SimõesQuote from The Experience Economy - Pine and GilmoreFlickr/DSC_0252/Joshua GandersonFlickr/Larry Lessig makes a point/Robert ScobleFlickr/Catatonic Delirium/joaquinuyFlickr/El Grito Del Fantasma/Javier PrazakFlickr/40+37 Magic 8 Ball/BarkFlickr/View on Black/John Steven FernandezFlickr/Seth.Godin.MBA/Aaron TangFlickr/Rain Man’s Rainbow/Steve JurvetsonFlickr/Conjuration Original/Dhilung Kirat

WEBSITES

FLICKR.COMWIKIMEDIA.COMISTOCKPHOTO.COMYOUTUBE.COM

VIDEO

YouTube/Mock the Week Highlight /Bad Things To Hear From a Tour Guide/BBC

QUOTESQuote from The Experience Economy - Pine and Gilmore

THANKSA Special Thanks to Blair Shakell for writing The Importance of Storytelling. He’s not only one of our writers, he’s an amazing guy and we’re lucky to have him writing for us. And to @JESSEDEE for evangelizing about what it takes to make a great presentation.

CREDITS