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Destination On The Left

Destination On The Left is a podcast focused on the travel and tourism industry that explores successful collaborations, creative marketing ideas and best practices. Interviews are a mix of Destination Marketers, Industry Leaders, Consultants and businesses in the industry. We explore consumer marketing programs and travel trade marketing programs. This podcast provides an opportunity for professionals in the travel & tourism industry to share what they have learned and successes that they have achieved.
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Aug 4, 2021

Kurian Mathew Tharakan is the founder of the sales and marketing strategy firm StrategyPeak Sales & Marketing Advisors and a 27-year sales and marketing industry veteran. He has consulted for companies in numerous sectors. Mr. Tharakan is also the author of the Amazon Bestseller, “The 7 Essential Stories Charismatic Leaders Tell,” which details how anyone can move people and mountains with the power of story.

On this episode of Destination on the Left, I talk with Kurian Tharakan about the importance of storytelling as a tool for sales and marketing. He shares the seven stories that every leader should tell and how stories make activities and destinations come alive for the listener. Kurian also shares case studies of how destinations can leverage collaboration and community relationships to tell their authentic stories and attract more visitors.

What You Will Learn:

  • The importance of creating curiosity with a relatable story
  • What an ‘idea stack’ is and how it can help build your authentic story
  • How to develop your marketing to make value propositions
  • Why collaboration is so beneficial when you’re telling your destination story
  • How destinations can embrace the diversity and equity and inclusion movement in the stories they tell

Tell Your Authentic Story

If you have an authentic story, you’re more likely to engage people’s imagination. Take control of the narrative by using stories to lead your teams internally and to lead markets externally. You’re not focusing on a single idea, but rather an ‘idea stack’ that appeals to different audiences and sets you apart from your competitors. Kurain shares his seven essential stories and describes why every marketer needs to create a Venn diagram for their central story.

Engage Attention

Stories begin with intrigue and curiosity, and whatever you want the customer to hear should be functionally relevant and emotionally significant. Collaboration is important when telling your story; you can engage the whole tourism ecosystem — from boutique hotels to niche activities — to create curiosity in potential visitors. By thinking broadly about your destination, you can create a story that engages a range of audiences.

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