DREAM IT. PLAN IT. DO IT.

+ + Ecotourism Marketing & Media + +

How to Win – TIESMadison, WisconsinSeptember 27, 2007

Francis X. Farrell

1. UNDERSTAND YOUR IMPACTS

+ Financial - Priceless

2. SELECT AND SURROUND

+ Define your guests as friends

+ Surround Marketing

Targeted Advertising/Promotion (Print, Online, Events)

Information (Brochures, Websites)

Booking (Web, Phone, Fax)

Trip (Bonding, Training)

Open Lines (Calendars, Holiday Cards, Newsletters)

GOOGLE RESULTS

+ Vacation Ideas 29,200,000

+ Active Travel 155,000,000

+ Ecotoursim 660

+ Ecotourism 5,590,000

+ Ecotourism Wisconsin 358,000

How do you convince consumers that your experience is worthwhile?

+ 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 …

FOCUS ON THE ISSUES?

+ 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 Understand Protect and Invest

3. PROMOTE THE POSITIVE

+ 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?

4. TRANSLATE INTEREST INTO ACTION

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

5. UNDERSTAND CONSUMERS’ INTERESTS

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

6. PROMOTE YOUR UNIQUE SELLING BENEFITS [USBs]

+ 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.

7. ESTABLISH AND MAINTAIN TRUST

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

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

Niche Segments+ solo, women, families, lifestyle/lifestage

Key trends+ long weekends, done-in-a-day, multisport

9. CAPLITALIZE ON NICHE MARKETS AND KEY TRENDS

+ Stake your claim

+ Manage your own growth carefully

+ Manage profit, but measure successin a different way

10. KNOW THYSELF

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

11. LOOK AHEAD

Be a leader at every level+ Company+ Community+ Government+ Industry

12. ENGAGE IN COMMUNITY BUILDING

DREAM IT. PLAN IT. DO IT.

+ + Ecotourism Marketing & Media + +

How to Win – TIESMadison, WisconsinSeptember 27, 2007

Francis X. Farrell