1. Marketing Plan
Aventuras Naturales
Wei Lin
Zi Lin
Bryce McKenzie
Katie Meyer
Kent Miller
Matthew Norton

2. Executive Summary
Aventuras Naturales has several opportunities
to refine its marketing strategy.
 Further specialization within the industry
 Rebranding with the goal of differentiation
 New partnerships
 Extensive website and media reforms
By introducing these recommendations, we feel
that Mr. Chavarria and Aventuras Naturales will
be in a better position to achieve the firm’s
goals.

3. SWOT
Strengths & Weaknesses
 Excellent customer  LittleSocial
service Media/Internet
 Small tours Presence
 Lots of tour  No specialization
offerings currently
 Well-planned trips  Insufficient
 Social
marketing budget
Awareness/Charity  Name conflict

4. SWOT
Opportunities & Threats
 Niche Market  Established
 New Locations Competitors
(Market Entry)  Other Firms
 Customizing and  In-House Services
Individuality of  Small Market
Programs  Stability Risks
 Leverage
partnerships with
industry
organizations

5. Competitor Analysis
• Featured • Birding tour • Detailed • Based in the
Differentiators
programs combined tour reports UK
including with local & bird • Tours on
cruise lines cultural sightings every
• Premium identity • Very active continent
travel social including
experiences community Antarctica
and quality • Birding PLUS • Specialize in
standard tours small groups
• Frequent
traveler
program
651 608 1,235 1,616

6. Target Market & Segmentation
Target Market & Segmentation
Primary Secondary
Serious Bird Watchers Casual Wildlife
 “Birders” Watchers
 Education
 Geotourists
 EcoTourists

7. Target Market & Segmentation
Birders interested in Central & South America
 Older
 Well Educated
 Above Average Income
 Higher proportion of
males
 Member of at least one
birding organization
 Focused on what birds
they will see at a
destination
Source: Development and Marketing Strategies for Birding and Wildlife Tourism

8. Target Market & Segmentation
Casual Wildlife Watchers
 Outdoor Recreationist
 Sightseers
 Education Travelers
 Festival Goers
 Local Residents
Source: Development and Marketing Strategies for Birding and Wildlife Tourism

9. Target Market & Segmentation
Education Travelers
 Includes “Geo” & “Eco” tourists
 Target
 Florida Educational Institutions
 Schools of Agriculture, Life Science, Ecology
 Professor Lead Student Research Trips
“People who like to learn while on holidays and may
enjoy travel with a sense of purpose such as that
created by an opportunity to financially support
conservation activities or to participate in bird
counts or bird banding.”
Source: Development and Marketing Strategies for Birding and Wildlife Tourism

10. Marketing Objectives
 Increasenumber of yearly tours from 2 to 3
 Expand geographic business footprint
 Focus on serious birders
 Audubon Society
 Improve SEO
 Create Valuable Partnerships
 Create awareness
 Establish credibility

11. Positioning
 Differentiator
 Ecotourism / “Eco-Birding”
 Highlight
expertise in South
& Central America
 Sample Positioning Statement:
Adventuras Naturales aims to make you feel
like a local by creating intimate nature-travel
experiences in South and Central America
blending equal parts adventure, stewardship
and sustainability.

12. Recommendations
Product Promotion
Primary Market Primary Market
 Rebrand/Refocus  Join professional
& create credibility organizations
 Revitalize Website  Search Engine
Secondary Market Optimization
 Domestic &  Paid Search
Education  Free Listings
expansion  Social Media
 Constant Contact

13. Product Recommendations
Rebrand/Refocus
 Consider a name change to lessen confusion
 Focusing and specialize on a single type of
tour
 Sustainable Birding Tours
 Have a company logo created
 www.99designs.com

14. Website Recommendations
Why Aventuras
Naturales?
or
Company Positioning
Statement

15. Destination Overview Example
Source: www.fieldguides.com

16. Tour Reports Example
Source: www.fieldguides.com

17. Tour Leaders Example
Source: www.fieldguides.com

18. Product Recommendations
Domestic Expansion
 Why
 Low cost and easier to
access
 Florida as the paradise for
bird watcher
 Limited market
capacity, develop new
customers
 How
 Short-term and low cost trips
in National Parks, provide
chance to experience

19. Product Recommendations
Education Focus
 Educational research tours – for Schools of
Agriculture, Life Science, Ecology in Florida
State
 Eco-study tours – for students in Universities
 Education Focus could help build up the eco
brand image

20. Promotion Recommendations
Professional Associations
 American Bird  Neotropical Bird Club
Conservancy  Royal Society for the
 American Birding Protection of Birds
Association  Sierra Club
 Audubon &  The International
Audubon Magazine Eco-Tourism Society
 WILD Foundation
 EarthShare
 Wilderness Society
 National Wildlife
Federation

21. Promotion Recommendations
Int’l. Eco-Tourism Society
“TIES is a non-profit association committed to
promoting responsible tourism practices that
benefit conservation and communities”
 Over 14,000 fans on Facebook
 Organization Member - $185 and up
 Customized member profile page
 Social Media Posting
 Listing in eNewsletter
 Use of TIES logo
 Publish articles and press releases
 Networking opportunities
Source: www.ecotourism.org

22. Promotion Recommendations
Neotropical Bird Club
“Foster an interest in the birds of the Neotropics
amongst bird watchers throughout the world”
 Focused on bird watchers interested in the
area AN specializes in
 1, 132 members on Facebook
 Corporate Membership - $475
 Magazine: 1 Full Page Color Advert
 Weblink from their site to yours
 Publicity at Bird Club & Fair events
Source: www.neotropicalbirdclub.org

23. Promotion Recommendations
Search Engine Optimization
The process of getting traffic from free, organic or
natural listings on search engines.
 Search engines only read HTML so….
 Text is very important!
 Include relevant keywords in your headings and
body copy
 Don’t use too many images – make sure image
titles are as detailed as possible
 Content + Links = Success!
 Bottom Line: SEO is complicated – hire a firm
that specializes in small businesses

24. Promotion Recommendations
Google Adwords
 Only after you have optimized natural
search should you venture into paid
search
 Examples
bird watching $0.84
bird watching tours $1.62
bird watching tours costa rica $1.81
ecotourism $1.57
ecobirding $2.58

25. Promotion Recommendations
Free Listings
Create company profile pages for free that
link back to your website

26. Promotion Recommendations
Social Media
 Survey of Current Uses
 Time Investment
 Negative Perceptions from
Unused Media
 Be Proactive
 Follows from Differentiation, Branding Efforts
 Follows from Other Suggested
Improvements
 Be Receptive to User-Generated Content
 Research Highlights Its Growing Importance
 Free or Inexpensive Services

27. Promotion Recommendations
Constant Contact
 Currently not sending out frequent news
letters
 Last news letter: September 2012
 Could be managed on a Google or
Yahoo email account
 Frees up more money to reallocate to
marketing efforts

28. Control Tools
Implementation Schedule
 Immediately:
 Join
the International Ecotourism
Society
 Basic Membership: $185
 Premium Membership: $550
 Join the Neotropical Bird Club
 $475 membership fee
 Get ad printed and web link set up
 EvaluateConstant Contact
 Get quotes from online SEO firms
 Make decision about company name