A few days ago we were invited to give a talk at “Promoting tourism 2.0: Novara, food and wine”, held at the Agriturismo La Capuccina. Bringing together operators from across Piedmont, the event discussed how social media should be used for participatory planning in the region.
Following an introduction by Maria Rosa Fagnoni, president of the ATL (Local Tourism Agency of Novara Province), we talked about our experience of analysing a region’s online reputation and new travel behaviours.
It was a well-attended event and contributions from the speakers sparked debate among those present. Topics related to content marketing, reflections on business storytelling, what sort of content should be used to “engage” new users and bring value to what you offer continue to generate great interest.
Passion, creativity, identity e authenticity
The keys to successful storytelling: four words that have the power to move our readers and bring them to our business.
Vittorio Valenta, the cold meat seller based at Banco 29 at Novara covered market, meets the above criteria in his storytelling. He is passionate about classic literature and decided to give away piccikini with his products.
Piccikini are small slips of paper containing quotes from writers, which Vittorio comments upon and shares with his clients.
This week, the piccikino is:
I describe words that have a beautiful harmony as ornamental, for instance the Latin word honorificabilitudinitate, which has 12 syllables!”
Dante (1265-1321), De vulgari eloquentia, II, VIII
Dante, my dear fellow, you do know you’re not the only one who’s on to something, right? Twelve syllables… it’s not even the longest word in the world! Get off your high horse, you’ve been beaten good and proper! Who by? Well, keep reading….
Supercalifragilisticexpialidocious, even though the sound of it is something quite atrocious, if you say it loud enough you’ll always sound precocious, SU-PER-CA-LI-FRA-GI-LIS-TIC-EX-PI-AL-I-DO-CIOUS!!
Mary Poppins beats Dante 14 to 12!!!
Gastronomy and literature, a happy combination that has brought results and the general public to Banco 29.
Since starting his piccikini, Vittorio has widened his combat radius considerably: he is published in local newspapers, sparked the curiosity of the public and organised regional events. The “quality” of the piccikini has meant he has been able to improve the quality of the produce he sells. His main suppliers have become his sponsors and provide him with delicious food to serve after his events, in turn arousing the curiosity of new clients, including British and French foreigners living in Novara. Queen Elizabeth has even written to him, twice. No joke.
In sum, his client base has grown and his average customer is no longer interested in price, but rather wants to purchase the tastiest produce.
You can do the same with your own business. Put your passions and skills into the content of your digital communication channels and involve and move your readers.