Telling your stories

I went to visit one of our hotels yesterday. It is a hotel that struggles in the past 5 years to compete in a crowded market. I was appointed to look after its market now. Challenging and exciting at the same time.

What surprised me the most is that this hotel has a lot of stories to tell. The problem is we don’t tell those stories to the world. We only told those stories to the team and partners, which is fine. But, in the intensely competitive world, we need to get the stories out there. We need the stories that will make the hotel unique. We need to tell the stories that give reasons for guests to choose us.

That’s my number 1 priority to help this hotel. Our team will update its website to have a section that allows us to share the hotel’s stories. We will then use social the spread those stories. After that we will encourage passionate guests to share stories.

It’s all about telling your stories.

Apivut

Audience-centric storytelling

Another buzz word I afraid – audience-centric storytelling (ACS). At its core, ACS is a story told from the perspective of a customer. It’s more compelling than brand storytelling because it blends both the power of storytelling and social proof.

We are all familiar with User-Generated Content (UGC). But, with ACS, we would be more specific about how a product could solve customer problems. It could be a blog post that use a real customer explaining his problem and how he uses a product to overcome it. Another effective form of ACS is a video review by customers.

The concept of ACS should be used on other channels too such as a company’s website, emails, social media (of course).

Apivut