Visual Storytelling is nothing new. It has been around since caveman, and some theories indicate that cave drawing was used for communications. What has changed is the platforms we now use to communicate and share our stories.
Customers today are utilizing New Media technology to share their stories. Their storyboard is how their Customer Experience is presented to their Social Communities. Of course, we have to take into consideration that perceptions of the story will vary. If I share a positive experience from a specific Hotel visit and someone in my Social Community has experienced concerns there they might not immediate but into it. Though if someone had a positive experience at the same Hotel my thoughts might add more value to them.
The way customers today interpret the Customer Experience also represent The Visual Storytelling Opportunity.
The Visual Storytelling Opportunity
Today the Customer Experience is based on two-way communication. The stories start long before the customer has checked into the Hotel, and they never end. Social Story Boards are like Dynamic Circles that create either positive or negative ripple effects.
Customer Experience is very complex. Throughout history, Hotels has been able to control and impact the Customer Experience at the location. The whole process was very static, familiar and to a large degree fairly predictable.
Today the Customer Experience is more dynamic and less predictable. This because Customers today start to create their storyboard long before they have decided to make a reservation with your Hotel.
Your Hotel can use Visual Stories to influence decisions by adding new values to the Customer Experience. The customer thinks in terms of cause and effect of their previous experiences, engagements, and relationship with your Hotel.
NewsCred and Getty Images teamed up to create “The Power of Visual Storytelling,” a guide for marketers that outlines four main principles of visual media—authenticity, sensory, archetype, relevancy.
Authenticity
Data from this guide shows that content that contains images receive 94% more views than articles without. Consumers want the unpredictable, but at the same time familiar. They are looking for the moments that speak to the human experience.
Authenticity taps into the passion and emotions of the audience. The power of Visual Storytelling lays in User Generated Content (UGC). User-Generated Content (UGC) reveals real people and places, meaning real moments and emotions that establish a new kind of digital intimacy.
Consumers are twice as likely to convert into a booking when clicking on photos of real people.
Sensory
40% of consumers respond better to visual information than text.
Consumers want to go beyond just pixels, they want to smell and touch. The more senses your Visual Image activates, the more attention it will receive.
Sensory storytelling is also the part of the process that speaks the most to the inner child in us humans.
Are consumer’s able touch, smell or taste it. Does the image help or initiate dream stages.
Archetype
In every story ever told, a powerful character has fueled the narrative. The most relevant branding archetypes, for instance, are Caregiver, Jester, Lover, Outlaw, Explorer, Creator, Hero, Magician, Sage, Ruler, Innocent and Everyman.
83% of learning is visual. The key for Hotels is to identify the visual sweet spots.
Customers get to relate, identify with the characters and situation, both socially and culturally.
Relevancy
Culture relevancy is very important today. It is vital to keep on top of the game and ahead of the crowd, delivering localized content in real-time. And it can be necessary to take some risks, even if they may alienate some of your audience.
Best Practices: Multi-Media Guidelines for Hotel Marketer
If you want to learn more about Industry standards for photos, virtual tours, and videos all in one place then visit my friends at Leonardo to download their Free Guide.
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Our Social Media Management team has refined these processes to help Hotels. Contact us today to learn more.
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About the author
Are Morch is the founder and owner of Are Morch – Hotel Marketing Coach. Get more from Are on Facebook | Twitter | LinkedIn | Pinterest | Instagram| Podcast
