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”For the benefit and enjoyment of the people”Marketing, sustainability and today’s traveler.September 20, 2011            ...
”TO PRESERVE AND PROTECT…”
”…FOR THE ENJOYMENT OF THE PEOPLE.”
WITHOUT DEMAND THERE IS NOSUSTAINABILITYWhat works in creating a sustainable destination is not necessarilythe same thing ...
CONNECTING BRANDS WITH PEOPLE WHO VALUEAUTHENTIC PLACES AND IMMERSIVE EXPERIENCES#16 in Outside Magazine’s 50 Best Places ...
GEOTRAVELERS VALUE AUTHENTIC PLACES   55 million U.S. Geotravelers   25% higher HH income   Take 30% more trips   Are ...
GEOTRAVELERS ARE LEADING AMERICA’S              AWAKENING              CULTURAL LANDSCAPESource: Gfk Roper, Annual Report ...
TRAVEL IS NOT SOMETHING THEYDO.PART OF WHO THEY ARE.IT IS
GEOTRAVELERS ARE YOUR TRAVELERS                    ”I think travel should be a full-body                     experience – ...
TRAVEL REPRESENTS THE APEXOF THEIR ESSENTIAL NEEDS
TRAVEL REPRESENTS THE APEXOF THEIR ESSENTIAL NEEDS
PEOPLE SPEND THE MOST ON WHAT THEY NEEDGeotravelers spend a higher percentage of their already highincomes on travel.
YET THEY DISDAIN CONSPICOUS CONSUMPTIONGeotravelers crave experiences that make their world bigger.If your brand doesn’t f...
PURCHASE DECISION CRITERIA OFTHE GEOTRAVELER…   Connects me to a passion   Provides a high degree of utility   Makes me...
DON’T MISTAKE YOUR PASSION FOR THE        TRAVELER’S        ”Entrepreneurs are in love with their ideas, and they should b...
CREATING A PRODUCT VS. MARKETING ONE       Production oriented companies: Product is manifestation of       resources used...
GEOTRAVELERS SEEK AUTHENTIC PLACES ANDIMMERSIVE EXPERIENCES… Sustainability is a cost of entry It can be a deciding fact...
MERCURYcscImage: Henry Chen
DON’T LEAD WITH GREEN,LEAD WITH THE EXPERIENCE   Sweetwater Travel   The Herbfarm   Nissan Leaf   Montana Office of To...
THE EXPERIENCE”For most, just the opportunity to experience apristine landscape, undeveloped river valleyslined with healt...
SUSTAINABILITY”We are not an eco-tourism companythat does some fishing.”We are a fly-fishing company that protectsthe reso...
THE EXPERIENCE"A celebration of the FOODS and WINES of thePACIFIC NORTHWEST. A THEMATIC ninecourse DINNER with six matched...
INTEGRATE SUSTAINABILITY INTOTHE BUSINESS ITSELF.THEN MARKET THE EXPERIENCE.
Thank youJeff Welch, Presidentjeff.welch@mercurycsc.com406-922-2282
"For the Benefit and Enjoyment of the People" - Marketing, Sustainability and Today's Traveler
"For the Benefit and Enjoyment of the People" - Marketing, Sustainability and Today's Traveler
"For the Benefit and Enjoyment of the People" - Marketing, Sustainability and Today's Traveler
"For the Benefit and Enjoyment of the People" - Marketing, Sustainability and Today's Traveler
"For the Benefit and Enjoyment of the People" - Marketing, Sustainability and Today's Traveler
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"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/

Published in: Travel, Technology
  • 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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"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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