Build a Successful Brand Narrative with Marla Tambellini

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08/23/2019

Build a Successful Brand Narrative with Marla Tambellini

Insight into Marla's Conference Keynote Presentation

By Kelly Florian

Happy Friday! Before you read on, I want to remind you that today, August 23rd is the LAST DAY to take advantage of our early bird registration* for the Ohio Conference on Travel. Grab this discounted rate while you can!

This week, I had the pleasure of interviewing Marla Tambellini, Deputy Director and VP of Marketing at Explore Asheville CVB in North Carolina. She has been instrumental in shaping the Asheville area brand for the past two decades. After our conversation, I was flooded with knowledge and great tips on brand development and protection. I can't wait to share with you what we discussed, but to get the FULL educational experience, you'll have to attend Marla's keynote presentation The Asheville Story: The Path to Becoming one of the World’s Best Destinations at conference this fall. For now, read on to get a piece of Marla's keynote presentation.

Q: Thanks for taking your time to interview with me today, Marla. We're all looking forward to learning more about your conference presentation. To gear up for your session, can you share on tip on protecting your brand?

A: “After identifying the aspects of your brand that are differentiating to create your proposition statement and positioning, stand by those underpinnings as long as they are still relevant. When opportunity arises, register the brand mark and/or tagline if you can. Ensure that the foundation of your brand is woven through all aspects of your marketing and educate your industry partners on these, so they infuse the spirit of the brand messaging throughout their marketing efforts as well."

Q: Great tips! My next question is a followup to protecting your brand. What is one key step in building a successful brand narrative?

A: “Do the research early on with customers to understand what is attractive about your destination and what are aspects that you can enhance and message around. Identify your core values and understand how you can amplify those through your marketing efforts. Go beyond the typical travel attraction motivators or feature benefits and dig into the emotional attributes that visitors express from visiting the destination, attraction or hotel when getting to better understand the brand. Your brand is more than paid advertising. It’s your foundation.”

Q: All valid and helpful points, Marla. Our members include DMOs, museums, amusement parks, hotels, travel companies, and more. What is one best practice that is tried and true when carrying out a marketing strategy that will apply to a range of different marketers?

A: “All the answers to the previous questions are actionable for any industry in developing and executing on their brand. But, as I alluded to earlier, many people consider brand and paid advertising synonymous. Most marketers, however, understand that paid advertising is just one piece of the puzzle. Other elements such as social media and public relations (specifically, media relations) can be key opportunities for your brand. Media relations is a powerful tool if you do it right. And, by right, I mean more than issuing news releases on events and activities. You need to tease out compelling stories that may not be obvious to a journalist then learn how to convey that in a way that makes a journalist or influencer sit up and take notice. Help shape the stories in a manner that reflect your brand, while doing that in an authentic way. Fostering relationships with influential journalists can be monumental in generating awareness and keeping you as a top of mind resource for the future."

Q: It's compelling how organic brand storytelling can propel the future of your organization! Authenticity seems to be a recurring theme in our Ohio Conference on Travel breakout sessions and presentations. Now, my final question for you is more personal. Our conference theme this year is ‘Agents of Change.’ Who or what has been your greatest Agent of Change – that person or force who has most inspired or challenged you to be your best?

A: “A good friend, Elizabeth Sims, who I worked with at Biltmore Estate, my first job in the tourism sector, gave me leeway to be curious and creative at the onset. She was an early mentor and continues to be a good friend. Through her, I better understood how to weave together a strong pitch and ask the questions that would make a story interesting to journalists. I also began to understand the importance of establishing solid relationships with internal colleagues as well as with journalists. Additionally, I entered my position at the CVB when we didn’t have a lot of advertising dollars and it forced me to be a smart marketer. Additional learning came from the investment in attending conferences, networking with local industry colleagues who had deep industry experience and connecting with other DMO marketers, both younger and older, who I respected. Wisdom comes from curiosity, a willingness to be open and learn, and taking advantage of opportunities around you."

I think we can all recognize a influential 'Agent of Change' in our lives, and we're glad Elizabeth was a transformational mentor for you, Marla. Thank you for answering my questions, and we look forward to your full presentation at the Ohio Conference on Travel!