"For the Benefit and Enjoyment of the People" - Marketing, Sustainability and Today's Traveler

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Image Credits:

Slide 1: David Fulmer - http://www.flickr.com/photos/daveynin/4758317813

Slide 19: Henry Chen - http://www.flickr.com/photos/henrychen/178081785/

Slides 20-22: http://www.sweetwatertravel.com/

Slides 23, 25: http://www.theherbfarm.com/

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  • Image Credits:

    Slide 1: David Fulmer - http://www.flickr.com/photos/daveynin/4758317813

    Slide 19: Henry Chen - http://www.flickr.com/photos/henrychen/178081785/

    Slides 20-22: http://www.sweetwatertravel.com/

    Slides 23, 25: http://www.theherbfarm.com/
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  • Tell story:Who knows what this is?The famous Roosevelt Arch, the original entrance to YNP in Gardiner, MT 60 miles from my office.
  • Park service—original practitioners of sustainable tourismYNP in particular as the world’s first national park has been dealing with sustainability issues since Teddy Roosevelt went hunting in the park.Is anyone here familiar with the Organic Act of 1916 that established the National Park Service?Discuss it’s “dual mandate”To preserve and protect…
  • For the enjoyment of the peopleMany would argue that this has led to dysfunction in the national park system because they have an unattainable mandate.Yet here we are at a sustainable tourism conference and we’ve built a whole industry around this notionhow do you balance—get people to your destinations, make money…without diminishing the very thing that brought them here in the first place.
  • I am not an expert on answering that question—how to balance. But I do know how to market to people who want to visit sustainable destinations and I would suggest that too many people are putting the sustainable in front of the experience in their messaging heirarchy and that is a mistake.Will expand on that shortly but first I want to talk about who we are and the market we understand.
  • My nameMy companySince 199822 employees in BozemanOutside MagazineGeotraveler
  • Even the park service doesn’t lead with green. Nowhere does it mention “to protect and preserve” and that is because it’s not the travelers first concern.When they show up at the park, do they say “how are the bears doing? is the lodge I’m staying at negatively affecting their habitat?”No…they want to know “where are the bears?” When is the best time to see one? Where?They may want to know the answers to the sustainability questions later… But largely they expect you have handled them—that you’ve done it responsibily. They have come for the attraction—the bears.
  • They were the original company to pioneer fly fishing in Mongolia in 1995Taimen Conservation ProjectIn cooperation with World Bank, The Tributary Fund and a few non-profits that were set up to support the resource and people of the watershed.
  • The message was all sustainability and no experience.They didn’t tell me what the car does? Does it have a battery? Mileage on a charge?All it says is “you’re doing the right thing for the environment”, yet it is a small percentage of people who will buy something only because it is the right thing for the environment. Sustainability is just one component of purchase criteria.They don’t need to be sold.
  • We lead by talking about the experience—the things you’ll see, the feeling you get, in a frank and unvarnished way.The sustainability component is just innate. It is integrated into the experience itself, as opposed to an add on. It just is.
  • "For the Benefit and Enjoyment of the People" - Marketing, Sustainability and Today's Traveler

    1. 1. ”For the benefit and enjoyment of the people”Marketing, sustainability and today’s traveler.September 20, 2011 MERCURYcsc
    2. 2. ”TO PRESERVE AND PROTECT…”
    3. 3. ”…FOR THE ENJOYMENT OF THE PEOPLE.”
    4. 4. WITHOUT DEMAND THERE IS NOSUSTAINABILITYWhat works in creating a sustainable destination is not necessarilythe same thing you market it with.
    5. 5. CONNECTING BRANDS WITH PEOPLE WHO VALUEAUTHENTIC PLACES AND IMMERSIVE EXPERIENCES#16 in Outside Magazine’s 50 Best Places to Work
    6. 6. GEOTRAVELERS VALUE AUTHENTIC PLACES 55 million U.S. Geotravelers 25% higher HH income Take 30% more trips Are influentials, the first to adopt products within their primary area of passion Reconnecting with traditional activities Mindful and attracted to simplicity, Already adapted to the new era in which our economy is emerging
    7. 7. GEOTRAVELERS ARE LEADING AMERICA’S AWAKENING CULTURAL LANDSCAPESource: Gfk Roper, Annual Report 2007
    8. 8. TRAVEL IS NOT SOMETHING THEYDO.PART OF WHO THEY ARE.IT IS
    9. 9. GEOTRAVELERS ARE YOUR TRAVELERS ”I think travel should be a full-body experience – that we ought to observe and absorb the natural world, the culture, the language, the local arts – with curiosity and respect.” – Liz MercuryCSC Focus Group Panelist
    10. 10. TRAVEL REPRESENTS THE APEXOF THEIR ESSENTIAL NEEDS
    11. 11. TRAVEL REPRESENTS THE APEXOF THEIR ESSENTIAL NEEDS
    12. 12. PEOPLE SPEND THE MOST ON WHAT THEY NEEDGeotravelers spend a higher percentage of their already highincomes on travel.
    13. 13. YET THEY DISDAIN CONSPICOUS CONSUMPTIONGeotravelers crave experiences that make their world bigger.If your brand doesn’t facilitate their experience, they will not buy.
    14. 14. PURCHASE DECISION CRITERIA OFTHE GEOTRAVELER… Connects me to a passion Provides a high degree of utility Makes me unique Saves me time Is sustainable Gives me knowledge or expertise…SUSTAINABILITY IS JUST ONE COMPONENT
    15. 15. DON’T MISTAKE YOUR PASSION FOR THE TRAVELER’S ”Entrepreneurs are in love with their ideas, and they should be. After all, why would anyone commit their energy, life savings, and no small part of their sanity to anything less than a consuming passion. Because entrepreneurs are passionate about their idea, product, or service, they innocently assume other people will feel the same. Here’s the bad news – it just doesn’t work that way!”tenonline.org
    16. 16. CREATING A PRODUCT VS. MARKETING ONE Production oriented companies: Product is manifestation of resources used to produce it. Marketing oriented companies: Product is a bundle of functional and emotional benefits as viewed by the target consumer.marketing91.com
    17. 17. GEOTRAVELERS SEEK AUTHENTIC PLACES ANDIMMERSIVE EXPERIENCES… Sustainability is a cost of entry It can be a deciding factor if all other things are equal But it is not the reason they are traveling …DON’T LEAD WITH GREEN.
    18. 18. MERCURYcscImage: Henry Chen
    19. 19. DON’T LEAD WITH GREEN,LEAD WITH THE EXPERIENCE Sweetwater Travel The Herbfarm Nissan Leaf Montana Office of Tourism
    20. 20. THE EXPERIENCE”For most, just the opportunity to experience apristine landscape, undeveloped river valleyslined with healthy forests or a pair of Mongolianriders driving their stock through a river meadowon a crisp fall morning is enough. But for the flyfishermen, Mongolia makes a great trip evenbetter; it is home to the world’s largest trout thatwill attack your skated dry flies.”
    21. 21. SUSTAINABILITY”We are not an eco-tourism companythat does some fishing.”We are a fly-fishing company that protectsthe resource.
    22. 22. THE EXPERIENCE"A celebration of the FOODS and WINES of thePACIFIC NORTHWEST. A THEMATIC ninecourse DINNER with six matched wines and aSINGLE SEATING nightly."
    23. 23. INTEGRATE SUSTAINABILITY INTOTHE BUSINESS ITSELF.THEN MARKET THE EXPERIENCE.
    24. 24. Thank youJeff Welch, Presidentjeff.welch@mercurycsc.com406-922-2282

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