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The same applies to data. Companies must understand that data will be remembered only if presented in the right way. And often a slide, spreadsheet or graph is not the right way; a story is. Executives and managers are being bombarded with dashboards brimming with analytics. They struggle with data-driven decision making because they don’t know the story behind the data. The power of a meaningful story In her “Persuasion and the Power of Story” video, Stanford University Professor of Marketing Jennifer L. How Content Marketing is Transforming Travel and Tourism. Why do we travel?
As members of the human race, we are born with an innate penchant for curiosity—a desire to explore beyond our immediate surroundings. Our migratory patterns may have evolved with time, however the pull of unknown, foreign lands and exotic cultures still has a firm hold on the majority of mankind. Whether it is adventure, relaxation or glamour that we crave, our predisposition for travel remains a highly emotional, often spiritual experience, capable of promoting personal growth and development while rewarding us with lasting and meaningful memories. However satisfying a travel experience might be, it is still largely thought of as a luxury expense - one that can be put off in the wake of necessities. Further, with economic downturn and prevailing increases in cost of living, many households have been forced to cut down their travel plans by either shortening their overnight stays or decreasing their number of planned trips.
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While some may view budget limitations and membership fluctuation as a hindrance, evok sees the opportunity for creative and strategic solutions. With results-focused planning for past, present and future membership, along with smart and efficient messaging and budget planning, associations of every type and size can create stronger and more beneficial marketing efforts. While sociopolitical change, economic climates and cultural shifts have caused concern for associations, particularly voluntary organizations, smart planning and the ability to be nimble and react to these outside forces will allow associations to not only survive, but thrive. 1. In this case, the low hanging fruit within an association is the current membership base.
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Consumers have also come to heavily rely on the Internet, which is clear as well. Knowing these truths, it’s hard to understand why any company would ignore the obvious and fail to maintain their online reputation. Integrating various online reputation management practices within your company’s marketing efforts will not only assist in reaching the staggering 2.5 billion active Internet users, but will serve in cultivating a community of dedicated brand advocates. Now that over 62 percent of web users turn to the Internet as a primary research tool, there is a greater need than ever before to regulate the online chatter regarding a brand’s reputation. What potential and current customers say and see about a brand online is absolutely crucial in longevity. Manage Public Relations Like a Pro Public relations can truly make or break a brand.
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