http://www.box.net/shared/static/afm6e41mxf

+ + Ecotourism Marketing & Media + + How to Win – TIES Madison, Wisconsin September 27, 2007 Francis X. Farrell

DREAM IT. PLAN IT. DO IT.

1. UNDERSTAND YOUR IMPACTS + Financial - Priceless

2. SELECT AND SURROUND

+ Define your guests as friends + Surround Marketing Î Targeted Advertising/Promotion (Print, Online, Events) Î Information (Brochures, Websites) Î Booking (Web, Phone, Fax) Î Trip (Bonding, Training) Î Open Lines (Calendars, Holiday Cards, Newsletters)

GOOGLE RESULTS

+ Vacation Ideas + Active Travel

29,200,000 155,000,000

+ Ecotoursim

660

+ Ecotourism

5,590,000

+ Ecotourism Wisconsin

358,000

How do you convince consumers that your experience is worthwhile?

FOCUS ON THE ISSUES?

+ Global warming + Polar ice caps melting + Deforestation + Hole in ozone + Endangered species + Water, air, land pollution + Globalization destroying cultural diversity + Depletion of wildlife habitat + The list goes on ‌

3. PROMOTE THE POSITIVE

+ Snorkeling in the morning followed by lunch with island locals + Spotting a bull moose near a glacial lake hiking the Grand Tetons + Staying at a fifth-generation country inn that serves home-grown, organic cuisine + Discovering ancient rock paintings on a mile-high trek in the Southwest + Enjoy ĂŽ Understand ĂŽ Protect and Invest

4. TRANSLATE INTEREST INTO ACTION

+ Ecotravel expected to increase 10% annually during this decade + 38% of U.S. travelers say they would pay more to use travel companies that strive to protect and preserve the environment + 39% say they would pay more to use a company that protects the historical and cultural aspects of a destination + How do you position yourself to sustain this growth and strengthen your business?

5. UNDERSTAND CONSUMERS’ INTERESTS

Today’s consumers are interested in experiences: + Learning + Growth + Freedom + Exhilaration + Fun

6. PROMOTE YOUR UNIQUE SELLING BENEFITS [USBs]

What gives your property character and distinction?

How do you enhance the visitor’s experience?

How well do you address the principles of ecotourism? + Impact + Community Relations + Working assets + Kudos + Three Rs + Innovation

7. ESTABLISH AND MAINTAIN TRUST

+ Live up to your claims + “Eco” … keeping it real Authenticity is key: + 61% of travelers believe their experience is better when their destination preserves its natural, historic, and cultural sites. + 41% say their vacation experience is better when they can see and do something authentic. + 54 million travelers are inclined to select travel companies that strive to protect and preserve the local environment of the destination.

8. UNDERSTAND YOUR YOUR TARGET MARKET BASED ON THEIR INTERSTS, NOT DEMOGRAPHICS

Ecotravelers tend to be: + All ages, primarily Boomers + Curious, educated + Varying incomes, mid to high

9. CAPLITALIZE ON NICHE MARKETS AND KEY TRENDS

Niche Segments + solo, women, families, lifestyle/lifestage Key trends + long weekends, done-in-a-day, multisport

10. KNOW THYSELF

+ Stake your claim + Manage your own growth carefully + Manage profit, but measure success in a different way

11. LOOK AHEAD

+ “The future: it ain’t what it used to be.”

12. ENGAGE IN COMMUNITY BUILDING

Be a leader at every level + Company +

Community

+

Government

+

Industry

+ + Ecotourism Marketing & Media + + How to Win – TIES Madison, Wisconsin September 27, 2007 Francis X. Farrell

DREAM IT. PLAN IT. DO IT.