visual is the new verbal
TRANSCRIPT
Copyright © 2014 Leonardo Worldwide Corporation
Technical Difficulties?Contact
Citrix GoToWebinar1-800-263-6317
Why Visual is the New Verbal
June 25, 2015
Darlene Rondeau, VP, Best Practices, Online Merchandising, LeonardoTerry Jones, Founder of Travelocity, Founding Chairman of Kayak, Chairman of WayBlazerEmily Drennen, Marketing Specialist, Lancaster DoubleTree Resort by Hilton
Technical Difficulties?Contact
Citrix GoToWebinar1-800-263-6317
Darlene RondeauVice-President,
Best Practices, Online Merchandising
Leonardo
@darlenerondeau
Follow:
@VFMLeonardo
Tweets & Questions:
#LeoWebinar
Terry JonesFounder of Travelocity, Founding Chairman of Kayak, Chairman of WayBlazer
@terrellbjones
Emily DrennenMarketing SpecialistLancaster DoubleTree Resort by Hilton
@DoubleTreeLanc
► We have drawn pictures for 32,000 years but have only written for 5,000
► Travelers want to see the experience they can expect at your property
► We process visuals 60,000 times faster than text
Why Visual Storytelling Matters
#LeoWebinar
Terry JonesFounder of Travelocity, Founding Chairman of Kayak, Chairman of WayBlazer
@terrellbjones
Remember the old days?
123DFWLAX9A
HOTDFW23JUN24JUN
The early web was an upgrade
Bandwidth
• Cd Rom Travel Product
• You couldn’t send video over the net
• Now ½ the net bandwidth is video
Driven from mobile
Upload your photo to search
75% of 18-34 year olds prefer visual shopping
Digital strategy consulting survey
Visual Preference Heuristic
Rouen is a beautifulCity of cobbled streets andHalf timbered buildings
Visuals are processed60,000 faster than text
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi in porta purus. Nullam ut dolor urna.
©2014 WayBlazer – www.WayBlazer.com
Generating insights
40
WayBlazer fields the question on your behalf and runs it
through our Cognitive Search engine,
generating a response by machine
Twitter answers
Automated visual recognition
Cognitive SearchCognitive Concierge
Emily DrennenMarketing SpecialistLancaster DoubleTree Resort by Hilton
@DoubleTreeLanc
“The drawing shows me at one glance what might be spread over ten pages in a book.”
–Ivan Turgenev
• Lancaster DoubleTree has noticed a change in the way travelers shop They want to see what they are getting, not just read about it They want the hotel to provide local information that is relevant and helpful in
understanding the anticipated experience
Guests Want To See It All
• Switched to an image-driven website in December 2014
• The images have allowed us to tell our unique story, show off who we are and captivate potential guests
• Travelers can see what to expect on property, and feel more at home when they walk in the door
Turning to Visual
#LeoWebinar
• Visuals work great on social media, and reach a wider audience
• Potential guests can see our property and say, “I want to see that in person!”
• Our goal is to build relationships on Social Media enabling our guests to get to know the real Lancaster DoubleTree
Going Social
#LeoWebinar
• Updated images keep our guests engaged with the property
• Easier to update photos while enabling the property to speak for itself
• Images can show potential guest experiences and help them visualize themselves at our property
• Current photos helps set visual expectations
Staying Fresh
#LeoWebinar
• We strive to provide a real story through visuals
• We like to show more than just the front entrance. I love to show the lobby, the people, the amazing amenities and most importantly where they are going to rest their heads
• My favorite thing to highlight is the local area and beauty that can be found in Lancaster, PA
Staying Authentic
My Tip: Don’t be afraid to share your unique qualities, it often is the best part of your story
• Tripled # of clicks to hotel booking engine in within 3 months of going live with Vizlly
• Increased “click to call” + “click to book” from mobile devices
• 10 x sales increase of “Bed and Breakfast” special offers
Visuals Sell
#LeoWebinar
Travel shopping journey has changed
Use visuals to showcase the experience
travelers can expect to have
Visual storytelling shows authenticity
Key Takeaways
#LeoWebinar
Monetizing Mobile:
How a Rich and Engaging Mobile Website Drives
Bookings
Coming in July
www.leonardo.com
1.877.593.6634
@VFMLeonardo
blog.leonardo.com
Connect with us!
Terry Jones
Emily Drennen
www.tbjones.com
@terrellbjones
www.doubletreelancaster.com
@DoubleTreeLanc