Service Summit M.-A. Delisle Part 2Presentation Transcript
Marketing sustainable tourism packages Guatemala Ciudad 10 septiembre, 2009 Presentación de Marie-Andrée Delisle, M.Sc. Consultora en desarrollo turistico www.madelis.com
The overall packaging process Find theme and partners Choose distribution channels Plan marketing strategies and budget
Price the package - Test the package Deliver & evaluate Create the package www.madelis.com
The basic elements of marketing
Does your package reflect sustainable or distinctive aspects?
Do you have solid written agreements with your partners?
Is your marketing going to be ‘ethical’?
When should you schedule the promotion of your package ?
The basic elements:
WHAT - TO WHOM - WITH WHOM – HOW
Use your packaging to differentiate your business from your competition
Have a competitive selling price with value-added elements, to come up with an interesting quality-price ratio
Adjust your marketing strategies :
To reflect the sustainability /exclusive aspect of the experience
To reflect your clients’ interests
MARKETING TO WHOM?
What is your target market ?
Trends, surveys, statistics, reports, market segments, etc. + Business watch
Segments of travelers by profile, by theme
The trade: tour operators, travel agencies
How will you choose your markets?
The Ansoff matrix
The Push-pull strategy
The Product/Market match
The Ansoff Matrix www.madelis.com PRODUCTS MARKETS Current New Current / actual Market Penetration Ex. Rebates, privileges, personalized service in order to keep attracting current clients Product Development Ex. Offering new products to current clients New Market Development Ex. Offering current products to new clients Diversification Ex. Offering new products to new clients
The PUSH – PULL Strategy www.madelis.com Develop the product -> Put up the product -> Market the product = Push: taking the product to unspecific/all markets Research the needs of the target market -> Develop the product -> Put up the product -> Market to the target market = Pull : attracting the target market towards your product Adapted from the Michael J.C. Martin model - Managing Innovation and Entrepreneurship in Technology-based Firms , p.44
The market /product match : an example www.madelis.com Market Product / Package Promotion / Distribution Ecotourists of North America , looking for natural environment experiences Guided nature observation and hiking Guidebooks, Internet website and marketing, trade shows, media coverage, word-of-mouth, tourist board, etc. European tourists interested in culture, and in meeting with local people Village experience (homestay, meeting with a community, etc.) European marketplaces with INGUAT; Tour Operators Initiative; Guidebooks, word-of-mouth, tourist board, etc. Travelers environmentally conscious, looking for sustainable tourism experiences Guided visits to protected areas ; Meeting with environmentalists; Visiting community projects The International Ecotourism Society; Rainforest Alliance; responsible travel websites; Word-of-mouth, forums on green travel, tourist board, brochure, etc.
MARKETING WITH WHOM
With partners :
On their websites, on their printed material
With the support of organisations for co-branding purposes:
Tourist Board, The International Ecotourism Society, Rainforest Alliance, Sustainable Travel, etc./ logos and hyperlinks
With the sales intermediates
With your staff
With all organisations promoting the destination
HOW: Strategy of the 4 +1 P s’ www.madelis.com
4 P + 1
HOW: what tools?
Email; Website (bilingual); Skype.com
Downloadable package flyer
Professional photos; DVD; short video
Joint marketing programs
Presentation kits for marketplaces/trade shows
Local and international media/public relations planning (press kits, press releases to write; media contacts to collect)
Press relations follow-up + press review
There is no promotion if there is no communication !
Review your website
Educate your staff; educate your clients about your sustainable practices
Participate in Webinars , in green lists , in forums – see http://forum.planeta.com
Participate in press tours – have press kits ready with dynamic professional photos
Define and promote your best practices on sustainable / green tourism forums, on your website, to your clients, to your partners, to your tourist board, to your sales intermediates
See Guide for Sustainable Tourism Best Practices from Rainforest Alliance : http://tinyurl.com/nchmq7
Email press releases and put them with photos on your website + Flickr + YouTube
One word about advertising …
The traditional distribution channels :
The regional/national tour operators / travel agencies
The international tour operators
Trade shows, marketplaces :
get to know about your buyers beforehand
Sales reps, staff, concierges, taxis, guides, etc.
The non-traditional distribution channels :
Personalized emails, promotions via email opt-in, press releases, photos, videos, hyperlinks, forum, blog + key words and search engine optimization; skype.com
Facebook.com, Twitter.com, Flickr.com, Youtube.com, etc.
On TripAdvisor ( http://tin yur l.com/mj658v )
on Google Map, Google AdWords, etc.
Budgeting your marketing strategies and timeline is a key factor
Evaluate the cost of your promotional tools and of your website (design, writing, translation, up-dating and maintenance)
Choose the most suitable marketplaces and / or trade shows that will match your target market
Share with other partners and with the national tourist board to attend those events
Have you Googled your business?
Have you checked on Trip Advisor ?
Do you measure your clients’ satisfaction apart from a ‘comment card’ ? How often?
How do you measure the degree of success of your marketing strategies ?
Which performance indicators have you selected? Do they include financial, environmental and social performances?
Client inquiry by email
Client inquiry via your website
Conversion from information request to booking
Website data analysis – get it for free: http://www.google.com/analytics/tour.html
Occupancy rate or number of visitors increase or decrease
Strive for excellent service on all aspects of the package, before, during and after the experience
Look for the WOW and for a positive word-of-mouth
Deliver what you have promised
No ‘greenwashing’ or GINO (green in name only)
Under-sell, over-deliver ! Buena Suerte !
Le agradezco muy sinceramente
su generosa atención!
Networks and associations:
The International Ecotourism Society (TIES ) - Uniting Conservation, Communities and Sustainable Travel
For info and membership: http://tinyurl.com/nx8d9m
Your Travel Choice Blog: http://www.yourtravelchoice.org/
Ad of Service Summit event on TIES website www.ecotourism.org/site/c.orLQKXPCLmF/b.4835333/k.B6C5/News.htm