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Innovative Online Marketing ofInnovative Online Marketing of
Ecotourism Products: a Case StudyEcotourism Products: a Case ...
Today’s AgendaToday’s Agenda
 Country Charm™ Discovery TourCountry Charm™ Discovery Tour – Where & Why?– Where & Why?
 F...
‘‘Experiential’ Tourism –Experiential’ Tourism –
A New Product PropositionA New Product Proposition
 The global market is...
Geotourism incorporatingGeotourism incorporating
all types of ‘placed-based’ tourismall types of ‘placed-based’ tourism
Bo...
GEOtouristsGEOtourists
FiveFive MostMost Important Travel PurposesImportant Travel Purposes
1.1. Increasing knowledgeIncre...
Scenic Rim –Scenic Rim – Green CauldronGreen Cauldron National LandscapeNational Landscape
The Scenic Rim –The Scenic Rim –
Features of a relatively new tourism regionFeatures of a relatively new tourism region
 ...
More Scenic Rim FeaturesMore Scenic Rim Features
 World heritage national parks.
 A relatively long period of amenable c...
Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
Features of a New Product TypeFeatures of a New Product Type
...
Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
More FeaturesMore Features
 Geology ‘experience’; flora and ...
Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
Marketing ChallengeMarketing Challenge
How does a newnew busi...
But new product commercialisation is all aboutBut new product commercialisation is all about
‘‘innovation’ which isinnovat...
Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
Original Marketing Plan (August 2009)Original Marketing Plan ...
Leads Generation -Travelbrochures.com.auLeads Generation -Travelbrochures.com.au
From August 2009From August 2009
Queensla...
Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
TravelBrochure.com.au OutcomesTravelBrochure.com.au Outcomes
...
Country Charm Tour Leads (1,000)Country Charm Tour Leads (1,000)
Demographics - GenderDemographics - Gender
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Country Charm Tour LeadsCountry Charm Tour Leads
Demographics - AgeDemographics - Age
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0-18 19-30 31...
Country Charm Tour LeadsCountry Charm Tour Leads
SourceSource
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ACT TAS ...
Country Charm Tour LeadsCountry Charm Tour Leads
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ACT TAS QLD SA NSW VIC WA N...
Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
Targeted Email/Facebook CampaignTargeted Email/Facebook Campa...
Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
Updated Marketing Plan (August 2010)Updated Marketing Plan (A...
Leads Generation -Travelbrochures.com.auLeads Generation -Travelbrochures.com.au
From August 2010From August 2010
Queensla...
Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
Website Performance - 2010Website Performance - 2010
 Websit...
Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
Website Performance - 2010Website Performance - 2010
 Websit...
Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
Advertising Measurement, September 2010Advertising Measuremen...
Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
Email Campaign Measurement, 7 – 18 October 2010Email Campaign...
There’s Nothing Like Australia – HELP!!!There’s Nothing Like Australia – HELP!!!
The Marketing/Branding Supply Chain –The Marketing/Branding Supply Chain –
Global Internet Search OptionsGlobal Internet S...
Internet Presence - Google Search LinksInternet Presence - Google Search Links##
‘‘Australia’Australia’ – 590,000,000– 590...
Internet Presence - Google Search LinksInternet Presence - Google Search Links##
Comparative Australian Tourism Destinatio...
Internet PresenceInternet Presence
Google Search Links and RankingGoogle Search Links and Ranking##
‘‘Country Charm™’Count...
Internet Presence - Yahoo Search Links and RankingInternet Presence - Yahoo Search Links and Ranking##
(with advertising o...
Case StudyCase Study
Online (Digital) Marketing OutcomesOnline (Digital) Marketing Outcomes
 Profile of product has been ...
Case Study ‘Learnings’ So FarCase Study ‘Learnings’ So Far
Social Media MarketingSocial Media Marketing
 Facebook enables...
Social Media Trends – A Business PerspectiveSocial Media Trends – A Business Perspective
 A recent survey from the Counci...
Social Media Trends – A Customer PerspectiveSocial Media Trends – A Customer Perspective
 Australians spend more time on ...
Use of online/social media tools by new media usersUse of online/social media tools by new media users
(Source: Mansell Gr...
Email – still the killer application online!Email – still the killer application online!
Take Aways – Online MarketingTake Aways – Online Marketing
 Travellers (our customers) are rapidly gravitating to the
int...
What’s On the Horizon?What’s On the Horizon?
 Online enabledOnline enabled tour experience –
from information gathering, ...
Contact DetailsContact Details
www.leisuresolutions.com.auwww.leisuresolutions.com.au
angus@leisuresolutions.com.auangus@l...
Ecoglobalangusmrobinson
Ecoglobalangusmrobinson
Ecoglobalangusmrobinson
Ecoglobalangusmrobinson
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Ecoglobalangusmrobinson

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Increasingly, travellers are moving to the internet as their principal source of information for planning and booking holidays. Ecotourism operators now need to trial and utilise internet-based technologies for their effectiveness in reaching target markets. A new eco-certified tour product in SE Queensland was launched last year with an internet service provider generating product inquiries so as to establish a substantial database of potential buyers from which key information has been extracted about potential customers, their demographics and their provenance. The �work in progress� case study will illustrate what outcomes have been achieved to date, and how the selected strategy can be used to customise product options for niche audiences, to link in with the marketing programs of RTOs, to measure marketing

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  1. 1. Innovative Online Marketing ofInnovative Online Marketing of Ecotourism Products: a Case StudyEcotourism Products: a Case Study Global Eco Asia-Pacific Tourism ConferenceGlobal Eco Asia-Pacific Tourism Conference Tuesday 26Tuesday 26thth October, 2010October, 2010 Angus M RobinsonAngus M Robinson
  2. 2. Today’s AgendaToday’s Agenda  Country Charm™ Discovery TourCountry Charm™ Discovery Tour – Where & Why?– Where & Why?  First stage marketing – outcomesoutcomes and observationsobservations.  The transition to full online marketingtransition to full online marketing – some early outcomesoutcomes and observations.observations.  Social media marketingSocial media marketing – first experiences.  What’s on the Horizon?Horizon?
  3. 3. ‘‘Experiential’ Tourism –Experiential’ Tourism – A New Product PropositionA New Product Proposition  The global market is looking for unique productunique product experiencesexperiences and a broader mix of experiences.  The ‘geotourism’geotourism’ experience creates a more holisticmore holistic experienceexperience, and is a move towards the ‘experiential’ tourism model.  In short, ‘experiential’‘experiential’ tourists seek memorablememorable experiencesexperiences.
  4. 4. Geotourism incorporatingGeotourism incorporating all types of ‘placed-based’ tourismall types of ‘placed-based’ tourism Boley, B.B. after Thompson, S. 2009 Sightseeing Cuisine Agritourism Indigenous Tourism Heritage Tourism Cultural Tourism ECOTOURISM GeotourismGeotourism i.e. ‘experiential’i.e. ‘experiential’ tourismtourism
  5. 5. GEOtouristsGEOtourists FiveFive MostMost Important Travel PurposesImportant Travel Purposes 1.1. Increasing knowledgeIncreasing knowledge of geological sites and landforms. 2. To satisfy my curiosity.curiosity. 3. To have a memorable experiencememorable experience. 4. To obtain intellectual stimulationintellectual stimulation. 5. Visiting destinations offering a uniqueunique bundlebundle of features and attractions (i.e. ecology, geology, culture and history).
  6. 6. Scenic Rim –Scenic Rim – Green CauldronGreen Cauldron National LandscapeNational Landscape
  7. 7. The Scenic Rim –The Scenic Rim – Features of a relatively new tourism regionFeatures of a relatively new tourism region  Only 1 ½ hours drive away from Brisbane and the1 ½ hours drive away from Brisbane and the Gold CoastGold Coast, and close to major and rapidly growing urban and regional population centres.  BeautifulBeautiful mountain and rural landscapes.landscapes.  Strong cultural and history attributes – plenty ofplenty of variety.variety.
  8. 8. More Scenic Rim FeaturesMore Scenic Rim Features  World heritage national parks.  A relatively long period of amenable climaterelatively long period of amenable climate conditions throughout the year.  A new, relatively unknownnew, relatively unknown tourism area.  Operators are very friendly and enthusiastic.friendly and enthusiastic.  A lot of country charm!country charm!
  9. 9. Country CharmCountry Charm TMTM Discovery TourDiscovery Tour Features of a New Product TypeFeatures of a New Product Type  Self-drive & self-guidedSelf-drive & self-guided and customised itinerary.customised itinerary.  2 or 3 nights accommodation (3-4 star or 4 star), all meals included.  Visits to national parksnational parks inc interpretation centre.  Visits to boutique agriculturalboutique agricultural attractions.  Safari wildlife experience.wildlife experience.
  10. 10. Country CharmCountry Charm TMTM Discovery TourDiscovery Tour More FeaturesMore Features  Geology ‘experience’; flora and fauna information.Geology ‘experience’; flora and fauna information.  Heritage attraction; visits to rural villages.  Up to 12 collaborating operators.  Supports FoundationSupports Foundation for National Parks and Wildlife.  Retailed through the Travel Associates (Flight Centre) group.
  11. 11. Country CharmCountry Charm TMTM Discovery TourDiscovery Tour Marketing ChallengeMarketing Challenge How does a newnew business launch and market,  a newnew style of tourism product in a  relatively newnew tourism area in a  crowdedcrowded domestic market place where  customerscustomers are using newnew internetinternet marketing channels?
  12. 12. But new product commercialisation is all aboutBut new product commercialisation is all about ‘‘innovation’ which isinnovation’ which is Turning ideas Into products That people want And are willing to pay for Source: Hamish Hawthorn, ATP InnovationsSource: Hamish Hawthorn, ATP Innovations
  13. 13. Country CharmCountry Charm TMTM Discovery TourDiscovery Tour Original Marketing Plan (August 2009)Original Marketing Plan (August 2009)  Brand developmentBrand development and establishment.establishment.  Brochure productionBrochure production and supply chainsupply chain distribution to regional VICs and Brisbane Marketing.  Leisure Solutions® and participating partner websiteswebsites, inc retailer - Travel AssociatesTravel Associates and AVISAVIS Australia.  Listing through RTO websiteRTO website www.visitscenicrim.com.au  Listing & promotion through Ecotourism Australia, ANDEcotourism Australia, AND  Brochure distribution/lead generation throughdistribution/lead generation through Travelbrochures.com.au –Travelbrochures.com.au – the Innovation!the Innovation!
  14. 14. Leads Generation -Travelbrochures.com.auLeads Generation -Travelbrochures.com.au From August 2009From August 2009 Queensland holidays - Queensland Ecotours holidays The following free travel brochures feature Queensland Ecotours holidays – click the GET THIS FREE button to order your Queensland Ecotours holiday brochures.
  15. 15. Country CharmCountry Charm TMTM Discovery TourDiscovery Tour TravelBrochure.com.au OutcomesTravelBrochure.com.au Outcomes  Developed own database of 1,000+ brochure1,000+ brochure requestsrequests – includes email addresses, postcodes etc (750 mailed brochures); average 20 brochure20 brochure requests per week.requests per week.  Enhanced understanding of customer profilescustomer profiles and aspirations e.g. Qld rural inquiries.  Provided a platform for follow-up targeted emailtargeted email marketingmarketing in May and a promotional offer emailpromotional offer email campaigncampaign in October this year.
  16. 16. Country Charm Tour Leads (1,000)Country Charm Tour Leads (1,000) Demographics - GenderDemographics - Gender 0 100 200 300 400 500 600 700 Males Females Miss Married Ms Series1
  17. 17. Country Charm Tour LeadsCountry Charm Tour Leads Demographics - AgeDemographics - Age 0 10 20 30 40 50 60 70 0-18 19-30 31-40 41-50 51-60 Series1
  18. 18. Country Charm Tour LeadsCountry Charm Tour Leads SourceSource 0 0.001 0.002 0.003 0.004 0.005 0.006 0.007 0.008 % ACT TAS QLD SA NSW VIC WA NT Inquiries - Per Head of Population Series1
  19. 19. Country Charm Tour LeadsCountry Charm Tour Leads SourceSource 0 0.002 0.004 0.006 0.008 0.01 % ACT TAS QLD SA NSW VIC WA NT Inquiries - Per Head of Population (Internet Access Adjusted) Series1
  20. 20. Country CharmCountry Charm TMTM Discovery TourDiscovery Tour Targeted Email/Facebook CampaignTargeted Email/Facebook Campaign  Scenic Rim RTO commissioned a Brisbane metro TV campaign in MayMay 2010.2010.  Leisure Solutions ran a parallel targeted email andparallel targeted email and Facebook Ads campaigncampaign focused on ‘nature-based’ travel interest consumers in Brisbane metro area. 0 100 200 300 400 500 600 March April May June July 2010 Brochure Downloads Series1
  21. 21. Country CharmCountry Charm TMTM Discovery TourDiscovery Tour Updated Marketing Plan (August 2010)Updated Marketing Plan (August 2010)  Major website upgradeMajor website upgrade with product linked directly to high ranking corporate web site – Leisure SolutionsLeisure Solutions.  Distribution of only digital brochuresonly digital brochures through Travelbrochures.com.au  Paid advertisingPaid advertising through:  totaltravel.yahoo portal  Australian Tourism Data Warehouse  Agritourism Australia portal  Google Ads  Facebook Ads  Listing and special offersListing and special offers through RTO website www.visitscenicrim.com.au  Listing & promotion through Ecotourism AustraliaEcotourism Australia  Direct email promotionsDirect email promotions to the new product database
  22. 22. Leads Generation -Travelbrochures.com.auLeads Generation -Travelbrochures.com.au From August 2010From August 2010 Queensland holidays - Queensland Ecotours holidays The following free travel brochures feature Queensland Ecotours holidays – click the GET THIS FREE button to order your Queensland Ecotours holiday brochures.
  23. 23. Country CharmCountry Charm TMTM Discovery TourDiscovery Tour Website Performance - 2010Website Performance - 2010  Website upgradeWebsite upgrade undertaken in AugustAugust.  Measurement focus changed from ‘brochure‘brochure downloads’downloads’ to ‘site visits’ following website upgrade.
  24. 24. Country CharmCountry Charm TMTM Discovery TourDiscovery Tour Website Performance - 2010Website Performance - 2010  Website upgradeWebsite upgrade undertaken in August.August.  Measurement focus changed from ‘brochure downloads’ to ‘site visits’‘site visits’ following website upgrade.
  25. 25. Country CharmCountry Charm TMTM Discovery TourDiscovery Tour Advertising Measurement, September 2010Advertising Measurement, September 2010
  26. 26. Country CharmCountry Charm TMTM Discovery TourDiscovery Tour Email Campaign Measurement, 7 – 18 October 2010Email Campaign Measurement, 7 – 18 October 2010 Page Views (19% of emails opened)Page Views (19% of emails opened)
  27. 27. There’s Nothing Like Australia – HELP!!!There’s Nothing Like Australia – HELP!!!
  28. 28. The Marketing/Branding Supply Chain –The Marketing/Branding Supply Chain – Global Internet Search OptionsGlobal Internet Search Options The CountryThe Country – Australia– Australia The Experience/Escape – Green Cauldron or Scenic RimGreen Cauldron or Scenic Rim The Regional Tourism Destination - Southeast Qld or BrisbaneSoutheast Qld or Brisbane The Market Destination - Gold Coast or BrisbaneGold Coast or Brisbane The Product – Country Charm Discovery TourCountry Charm Discovery Tour
  29. 29. Internet Presence - Google Search LinksInternet Presence - Google Search Links## ‘‘Australia’Australia’ – 590,000,000– 590,000,000 ‘Green Cauldron’ orGreen Cauldron’ or ‘Scenic Rim’‘Scenic Rim’ –– 780,000 or780,000 or 192,000192,000 ‘‘Southeast Qld’ or ‘Brisbane’Southeast Qld’ or ‘Brisbane’ –– 3,040,000 or 61,500,0003,040,000 or 61,500,000 ‘‘Gold Coast’ or ‘Brisbane’Gold Coast’ or ‘Brisbane’ – 77,100,000 or 61,500,00077,100,000 or 61,500,000 ‘‘Country Charm Tour’ –Country Charm Tour’ – 295,000295,000 ‘‘Country Charm Discovery Tour’Country Charm Discovery Tour’ –– 215,000215,000 ‘‘Leisure Solutions’Leisure Solutions’ ## –– 27,800,00027,800,000 # No 1, 2 & 3 Ranking on Google, No 1 on Yahoo & BING, 18 October, 2010# No 1, 2 & 3 Ranking on Google, No 1 on Yahoo & BING, 18 October, 2010
  30. 30. Internet Presence - Google Search LinksInternet Presence - Google Search Links## Comparative Australian Tourism DestinationsComparative Australian Tourism Destinations ‘‘Sea World’Sea World’ – 170,000,000– 170,000,000 ‘Hamilton Island’ – 35,300,000 ‘‘Blue Mountains’Blue Mountains’ – 3,480,000– 3,480,000 ‘‘Phillip Island’ –Phillip Island’ – 2,570,0002,570,000 ‘‘Great Ocean RoadGreat Ocean Road’’ – 2,210,0002,210,000 ‘‘Dream World’ –Dream World’ – 2,140,0002,140,000 ‘‘Sydney Opera House’Sydney Opera House’ – 1,150,000– 1,150,000 ‘‘Taronga Zoo’, ‘Sydney Aquarium’, ‘Kakadu’Taronga Zoo’, ‘Sydney Aquarium’, ‘Kakadu’ ~~ 300,000300,000 # 18# 18thth October, 2010October, 2010
  31. 31. Internet PresenceInternet Presence Google Search Links and RankingGoogle Search Links and Ranking## ‘‘Country Charm™’Country Charm™’ – Ranked No 4: 18,000,000 searches– Ranked No 4: 18,000,000 searches ‘‘Country Charm Tour’Country Charm Tour’ –– Ranked 1 to 6: 295,000 searchesRanked 1 to 6: 295,000 searches ‘‘Country Charm Discovery Tour’Country Charm Discovery Tour’ –– Ranked 1 to 22: 215,000Ranked 1 to 22: 215,000 searchessearches ‘‘Self-Drive Tour’Self-Drive Tour’ –– 11stst Sponsored Link from 6,310,000 searchesSponsored Link from 6,310,000 searches # 18 October, 2010# 18 October, 2010
  32. 32. Internet Presence - Yahoo Search Links and RankingInternet Presence - Yahoo Search Links and Ranking## (with advertising on TotalTravel.yahoo portal)(with advertising on TotalTravel.yahoo portal) ‘‘Country Charm™’Country Charm™’ - Ranked No 8: 98,600,000 searches- Ranked No 8: 98,600,000 searches ‘‘Country Charm Tour’Country Charm Tour’ –– Ranked 1 to 5: 27,000,000 searchesRanked 1 to 5: 27,000,000 searches ‘‘Country Charm Discovery Tour’Country Charm Discovery Tour’ –– Ranked 1-27: 4,470,000 searchesRanked 1-27: 4,470,000 searches ‘‘Scenic Rim + Country Charm Tour’Scenic Rim + Country Charm Tour’ – Ranked No 1-32:173,000 searches– Ranked No 1-32:173,000 searches # 18 October, 2010# 18 October, 2010
  33. 33. Case StudyCase Study Online (Digital) Marketing OutcomesOnline (Digital) Marketing Outcomes  Profile of product has been enhanced considerablyProfile of product has been enhanced considerably and search engine ranking has escalated not just through ‘optimisation’ but through contentcontent diversitydiversity and multiple listings and referencing.multiple listings and referencing.  Full control of advertising budgetcontrol of advertising budget; far morefar more flexibility (also with content)flexibility (also with content) and dailydaily measurementmeasurement of outcomes.  Ability to offer and measureoffer and measure promotional deals.  Digital marketing is definitely more eco-friendlymore eco-friendly!
  34. 34. Case Study ‘Learnings’ So FarCase Study ‘Learnings’ So Far Social Media MarketingSocial Media Marketing  Facebook enables specific targetingspecific targeting of market areas, demographic and specific interest groups, particularly to complement STO & RTO ‘billboard’complement STO & RTO ‘billboard’ advertising campaigns.advertising campaigns.  Facebook also provides customer feedbackcustomer feedback (‘trip advisor’ style service).  Linkedin can expand personal business networkpersonal business network, offer opportunities to join industry discussion groupsindustry discussion groups, and to be introduced to new business opportunities.new business opportunities.
  35. 35. Social Media Trends – A Business PerspectiveSocial Media Trends – A Business Perspective  A recent survey from the Council of Small Business of Australia and Optus showing 56% of small andshowing 56% of small and medium businesses have no intention of usingmedium businesses have no intention of using social media in their companiessocial media in their companies.  But the same survey, based on interviews with 340 SMEs, shows 28% of SMEs are currently using social28% of SMEs are currently using social mediamedia, with the accommodation and catering, marketing and media, and cultural andcultural and recreational services sectors among the biggestrecreational services sectors among the biggest users.users.
  36. 36. Social Media Trends – A Customer PerspectiveSocial Media Trends – A Customer Perspective  Australians spend more time on social media sitesAustralians spend more time on social media sites than any other country in the worldthan any other country in the world, with around 8 million users on Facebook.  Two in five (40%) of ONLINE Australians now(40%) of ONLINE Australians now interact with companies via social networksinteract with companies via social networks.  86% of Australian internet users86% of Australian internet users are looking toare looking to their fellow internet users for opinionstheir fellow internet users for opinions andand informationinformation about products, services and brands.  Australians’ engagement with online ‘word ofAustralians’ engagement with online ‘word of mouth’ communication is going to increase inmouth’ communication is going to increase in coming yearscoming years as social media plays an increasingly important role in consumer decision making. Nielsen 2010 Social Media Report
  37. 37. Use of online/social media tools by new media usersUse of online/social media tools by new media users (Source: Mansell Group, USA)(Source: Mansell Group, USA)
  38. 38. Email – still the killer application online!Email – still the killer application online!
  39. 39. Take Aways – Online MarketingTake Aways – Online Marketing  Travellers (our customers) are rapidly gravitating to the internet to plan and book holidays.  New tourism products can gain ‘fame’ and grab attention‘fame’ and grab attention by intelligent and strategic use of the internet.  Online marketing means far more than just committing to afar more than just committing to a website.website.  Strategic online marketing can create customisedcustomised databases and measurable marketing outcomesdatabases and measurable marketing outcomes.  Social media sitesSocial media sites such as Facebook can deliver a widewide range of benefitsrange of benefits to tourism operators.  EmailEmail marketing remains by far the most effective means of reaching customers.
  40. 40. What’s On the Horizon?What’s On the Horizon?  Online enabledOnline enabled tour experience – from information gathering, booking, on tour, and post-tour experiences.  CRM integrated emailCRM integrated email marketing.  Big migration to video streamingvideo streaming enabled by broadband rollout..  Expansion in mobilemobile tourism applications.  Increasing role for social mediasocial media applications.
  41. 41. Contact DetailsContact Details www.leisuresolutions.com.auwww.leisuresolutions.com.au angus@leisuresolutions.com.auangus@leisuresolutions.com.au
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