The Impact of Emotions and How They Affect Positive Brand Recall Presented by
Who doesn’t love a good story?
The Persuasion Process
Content is King. What differentiates Storytelling from other content?
The power of positive emotions.
Eric Friedheim Tourism Institute at University of Florida Panel
Dr. Daniel Fesenmaier Professor and Director, University of Florida Eric Friedheim Tourism Institute
Dr. Daniel Fesenmaier Professor and Director, University of Florida Eric Friedheim Tourism Institute
The Persuasion Process
Let’s look at another example:
Readers are enticed by familiar story arcs: Climax
Falling Action
Rising Action Resolution
Exposition or Stasis
Readers are enticed by familiar story arcs:
Climax
Falling Action
Rising Action
Exposition or Stasis
Resolution
Story Arc Positive Emotions
Negative Emotions
Story Arc Positive Emotions
Negative Emotions
Story Arc Positive Emotions
Negative Emotions
Case Study: Becoming Dad
Why was it so great? Thousands of readers Time-on-page was nearly eight minutes Bounce rates were half of the site average VISIT FLORIDA Flagler award winner HSMAI Adrian award winner
You may be thinking Becoming Dad is just one example‌
Story Arc Positive Emotions
Negative Emotions
Emotional mapping shows how emotions are influenced. Becoming Dad Exposition
Rising Action
Climax
Resolution
3.5 3 2.5 2 1.5 1 0.5 0 1
4
7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 85 88 91 94 97 anger anticipation disgust fear joy sadness surprise trust
The Persuasion Process
Narrative Transportation
Mental Imagery
Cognitive Engagement
Emotional Engagement
Sights Sounds Color
Smells Taste Emotions
Touch Song Images
Narrative transportation is key
The Persuasion Process
The UF study showed that storytelling: Lifted people’s moods Influenced positive emotions Helped people evaluate a potential trip
Does it really work? 90% new site visitors Intent to travel increases by 50% Time-on-page is 3.5 times longer than site averages
So how will you tell your story?
Audience Development
Content without distribution is like a car without gasoline.
Recommended for you: Native Advertising
Increase your story’s impact & build a comprehensive campaign using: Influencers Remarketing Ads Facebook Ads Companion Videos
Bringing it all together:
Questions?
Let’s take a break
Becoming Dad Mark (dad), Zachary (son), Mary (mom) Mom, traveler, family vacation
Zachary’s eyes popped, he gawked, glittering castle, grey wrinkled elephant, bumpy gator, jumping in pool, laughter, tears
Making time, Sharing an experience
Zachary calls Mark “dad�. Mom and dad
together, playing with his child, easing up on
hand-in-hand, tears of happiness, and
the rules.
ultimately a family tradition.
Mark and Mary get married
Disney
Zack doesn’t call Mark Dad
Zack doesn’t call Mark Dad
Cinderella’s castle
The moment finally happens
Decide on vacation
Glittering, eye-popping
Tears of joy
Choose Kissimmee
Hotel Pool Wet clothes
– Remember target audience Family Tradition
Thank You! Howard Tietjen HTietjen@MaddenMedia.com 520-232-2780
Cheryl Touhy CTouhy@MaddenMedia.com 773-343-8329