Telling a story and telling it well is a gift that can be used by brands to get closer to customers, and an upcoming EyeforTravel webinar will share tips on how to do it

Story telling isn’t new to the world of commerce. In fact, brands have always used stories to engage their customers. The value of storytelling comes from being consistent with what the brand wants to achieve - some do it better than others.

Let’s take a look at how leading brands like Apple, Expedia and Corona have used story telling to engage their customers.

Apple’s first Macintosh commercial in 1984: Ever since their first commercial, Apple have kept their goals aligned with their brand story, and are still achieving today what they set out to achieve back then.

Watch it here:

When creating a great travel brand you need to decide first what story that you are trying to portray. Then you need to ask: will this be relevant ten years from now?

Predictions in this rapidly changing digital landscape are tough. However, as you and your competitors evolve and are met by new influences and emerging disruptive business models, your voice needs to reflect that. That can be an expensive process, and some hotel owners are willing to let mobile savvy intermediaries do the job while they focus on running a great hotel.

Corona and the journey endured

Another popular way for brands to engage is through telling your story using a ‘journey endured’. An engaging example comes from beer brand Corona; it met the challenge of having to change the perception of their consumers through a story of ‘travel and return’. In its video (posted 2012) Corona’s decreasing profits spearheaded a shift in brand association as consumers boxed the beer to enjoy in sun and sand.

Here is how they did it.

The case of Expedia

For travel brands, as storytelling has evolved rapidly alongside the new ‘always connected consumer’, travel companies have adjusted and reacted to stay on top of current trends. In the last quarter of 2014, Expedia for example brought personalisation and the ‘human factor’ into a digitally dominated era. 

Their example is important as it draws together the importance of mobile, personalisation, loyalty with winning repeat business. 

So what has changed that marketers need to be aware of now?

Leading brands including Marriott International, Travelocity and Gonzo Marketing will be sharing their secrets during our live webinar Thursday April 2^nd, 2pm EDT where they will discuss what’s changed and how brand story-telling can strengthen brand loyalty and increase conversions.  

Hear Marriott International, Travelocity and Gonzo Marketing discuss, live:

• Key mistakes made in brand story-telling and what to avoid
• How ‘storytelling’ can impact consumer behavior and strengthen brand loyalty
• The direct correlation between conversions and the way you publish your brand’s experience
• Which channels you must be using to best convey the experience of your travel brand

Webinar: Key Mistakes Made in Brand Story-Telling, and How to Get it Right!
Date: Thursday April 2nd, 2015
Time: 2pm-3pm EDT  

Reserve your place to join the webinar, here

Thanks and feel free to reach out to me on the details below for more information!

Emily

Emily Assender | Global Conference Director
Telephone: (London, GMT) 00 44 207 375 7158
US: 800 814 3459 7158
Email: emily@eyefortravel.com
Twitter:  @emilyassender
EyeforTravel Ltd