e-storytelling & product personality mapping...2019/01/01 · 28/07/2017 5 different approaches...
TRANSCRIPT
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e-storytelling & product personality
mapping
Dr Aise Kim
Senior Lecturer in Tourism Management, UniSA
Tel: 8302 0444
Homepage: http://people.unisa.edu.au/aise.kimResearch Centre: http://www.unisa.edu.au/Research/TourismLeisure/
• The power of E-Storytelling• It is related to the image of your company, destination image, tourist
experience, memory, & emotional experience.
• It will affect tourists’ decision-making process
• What is your story?
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E-Storytelling – message, channel, & audience• Who is your market?
• What?
• Emotion vs cognition
• About what/theme? • Your life story, imagination, local heroes/myths, sense of place/terroir, sensory,
emotion, etc.
• How to structure? • A logical sequence, a historical timeline, tension/drama-oriented, multiple stories,
personality/identity-based,
• Which?/Where to facilitate?• Multi-Sensory Media (e.g. 360 virtual reality)
• How to engage? • Consumer engagement? Blog, social media, photo competition, prize competition, the best
comment/story competition, etc.
How has Yalumba changed their e-marketing?
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How has Yalumba changed their marketing?New change in e-marketing • Storylines – about wine makers/places/wine • Moving from dark/old style of the website design to sensory-based
image/focused message/bigger image with sense of place & wine makers
Weakness?• Content-oriented vs more imagination??• The plain factual information• What is their personality?• Any emotional engagement?
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Different approaches to storytelling
• The hero’s journey - Taking the audience on a journey• The mountain story – mapping the tension and drama in a story
• Creating different emotional journeys –• Creating hope and excitement• Showing how the business owner overcame a series of challenges• Showing the benefit of taking adventures• Encouraging audience engagement • Engaging mystery, adventure, excitement, as well as responsibility
(Source: http://teq.queensland.com/industry-resources/how-to-guides/storytelling)
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Unleash your spirit & be local hero~! https://www.outbackpioneers.com.au/
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SWOT analysis
Strengths
• Catch the morning coach yesterday! Bring your imagination
• Soak in the outback surroundings -> sense of place
• Explore, stay, and plan – using “verbs” helps for tourists to engage in the tour activities from a tourist’s viewpoint
Weaknesses
• The website structure of photo gallery
• Social media connection
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Duvine– where bike meets wine & food & culture
• https://www.duvine.com/duvine-difference/
• The Petal approach involves a series of stories that relate to a central theme.
• All different stories are connected to the theme.
• Bike, eat, drink, and sleep
https://www.duvine.com/duvine_staff/alice-walton-2/
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• https://www.duvine.com/where-in-the-world-is-andy/
• Can you feel Andy’s personality?
WHERE’S ANDY?
Product identity/personality mapping
• Brand(product) identity vs brand(product) personality • The qualities, values, beliefs, personality, characters, looks.
• The brand (name, logo, tone, symbols, typeface, slogan) reflects the core value(essence) of the business
• What is your personality?• The personality of a brand or a destination is identified by a set of
human characteristics associated with that brand or destination
• Same products but how can we differentiate our products from other similar competitors?
• Profiling & matching the image of your product with destination image from tourists’ point of view
Source: http://home.mysmark.com/en/destinationpersonality-chinese-tourists-ireland/
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Same pancake around the world? How can we make it different?
Food personality – intangible
• “Are you looking for a new way to highlight your destination’s or company’s food and drink experiences”
• Source: http://www.worldfoodtravel.org/food-personality/
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Food destination personality• Certain destinations exhibited PsychoCulinary profiles.
• USANew York City: Gourmet, Trendy and SocialSan Francisco: Localist, Organic and Innovative
• CanadaToronto: Localist, Eclectic, OrganicVancouver: Authentic, Localist, Organic
• United KingdomLondon: Eclectic, Gourmet, AuthenticEdinburgh: Localist, Eclectic, Gourmet
• AustraliaSydney: Eclectic, Authentic, Trendy
• ChinaHong Kong: Authentic, Adventurer, GourmetShanghai: Authentic, Eclectic, Trendy
• MexicoMexico City: Authentic, Social, Trendy Source: http://www.worldfoodtravel.org/food-
personality/
Trip Matcher based on personality
• A new trip matcher based on an individual’s personality
• Take a quiz to find out your personality and then match with different types of houses
Source: https://press.atairbnb.com/tripmatcher/
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Airbnb Trip Matcher
Can you find your brand/product personality?• http://brandpersonalityquiz.com/
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Different approaches to e-storytelling
• The local hero’s journey
• The mountain story
• The pedal approach
• Product identity/personality mapping
What to do?
• Image of South Australia?
• Image of your company?
• Your company’s personality?
• Q: How would you promote the image of your destination and your business through personality-based image?
• Questions & research project for analysing case studies & understanding consumer behavior
• Please contact Aise at [email protected]