Ecoglobalangusmrobinson

Innovative Online Marketing of Innovative Online Marketing of Ecotourism Products: a Case StudyEcotourism Products: a Case Study

Global Eco Asia-Pacific Tourism ConferenceGlobal Eco Asia-Pacific Tourism ConferenceTuesday 26Tuesday 26thth October, 2010 October, 2010

Angus M RobinsonAngus M Robinson

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?

‘‘Experiential’ Tourism – Experiential’ Tourism –

A New Product PropositionA New Product Proposition

The global market is looking for unique product unique product experiencesexperiences and a broader mix of experiences.

The ‘geotourism’geotourism’ experience creates a more holistic more holistic experienceexperience, and is a move towards the ‘experiential’ tourism model.

In short, ‘experiential’‘experiential’ tourists seek memorable memorable experiencesexperiences.

Geotourism incorporating Geotourism incorporating all types of ‘placed-based’ tourismall types of ‘placed-based’ tourism

Boley, B.B. after Thompson, S. 2009

Sightseeing

Cuisine

AgritourismIndigenousTourism

HeritageTourism

CulturalTourism

ECOTOURISM

GeotourismGeotourismi.e. ‘experiential’i.e. ‘experiential’ tourismtourism

GEOtouristsGEOtouristsFive Five MostMost Important Travel Purposes Important 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 unique unique

bundlebundle of features and attractions (i.e. ecology, geology, culture and history).

Scenic Rim – Scenic Rim – Green CauldronGreen Cauldron National Landscape National Landscape

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 the 1 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 of plenty of

variety.variety.

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!

Country Charm Country Charm TMTM Discovery Tour Discovery 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.

Country Charm Country Charm TMTM Discovery Tour Discovery 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.


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 internet internet marketing

channels?

But new product commercialisation is all aboutBut new product commercialisation is all about

‘‘innovation’ which isinnovation’ which is

Turningideas

Into products

That people want

And are

willing to pay

for

Source: Hamish Hawthorn, ATP InnovationsSource: Hamish Hawthorn, ATP Innovations


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 AVIS AVIS Australia. Listing through RTO websiteRTO website www.visitscenicrim.com.au Listing & promotion through Ecotourism Australia, ANDEcotourism Australia, AND Brochure distribution/lead generation through distribution/lead generation through

Travelbrochures.com.au – Travelbrochures.com.au – the Innovation!the Innovation!

Leads Generation -Travelbrochures.com.auLeads Generation -Travelbrochures.com.auFrom 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.

Country Charm Country Charm TMTM Discovery Tour Discovery Tour TravelBrochure.com.au OutcomesTravelBrochure.com.au Outcomes

Developed own database of 1,000+ brochure 1,000+ brochure requestsrequests – includes email addresses, postcodes etc (750 mailed brochures); average 20 brochure 20 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 email targeted email marketingmarketing in May and a promotional offer email promotional offer email campaign campaign in October this year.

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

Country Charm Tour LeadsCountry Charm Tour LeadsDemographics - AgeDemographics - Age

0

10

20

30

40

50

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70

0-18 19-30 31-40 41-50 51-60

Series1

Country Charm Tour LeadsCountry Charm Tour LeadsSourceSource

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

Country Charm Tour LeadsCountry Charm Tour LeadsSourceSource

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


Targeted Email/Facebook CampaignTargeted Email/Facebook Campaign

Scenic Rim RTO commissioned a Brisbane metro TV campaign in May May 2010.2010.

Leisure Solutions ran a parallel targeted email and parallel targeted email and Facebook Ads campaign campaign 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


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

Leads Generation -Travelbrochures.com.auLeads Generation -Travelbrochures.com.auFrom 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.


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.


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.


Advertising Measurement, September 2010Advertising Measurement, September 2010


Email Campaign Measurement, 7 – 18 October 2010Email Campaign Measurement, 7 – 18 October 2010Page Views (19% of emails opened)Page Views (19% of emails opened)

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 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

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 or 780,000 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

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, 2010 October, 2010

Internet PresenceInternet PresenceGoogle 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: 215,000 Ranked 1 to 22: 215,000 searches searches

‘‘Self-Drive Tour’Self-Drive Tour’ – – 11stst Sponsored Link from 6,310,000 searches Sponsored Link from 6,310,000 searches

# 18 October, 2010# 18 October, 2010

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

Case Study Case 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 content content diversitydiversity and multiple listings and referencing.multiple listings and referencing.

Full control of advertising budgetcontrol of advertising budget; far more far more flexibility (also with content)flexibility (also with content) and daily daily measurementmeasurement of outcomes.

Ability to offer and measureoffer and measure promotional deals. Digital marketing is definitely more eco-friendlymore eco-friendly!

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.

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 and showing 56% of small and medium businesses have no intention of using medium 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 social 28% of SMEs are currently using social mediamedia, with the accommodation and catering, marketing and media, and cultural and cultural and recreational services sectors among the biggest recreational services sectors among the biggest users.users.

Social Media Trends – A Customer PerspectiveSocial Media Trends – A Customer Perspective

Australians spend more time on social media sites Australians 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 to are looking to their fellow internet users for opinionstheir fellow internet users for opinions and and informationinformation about products, services and brands.

Australians’ engagement with online ‘word of Australians’ engagement with online ‘word of mouth’ communication is going to increase in mouth’ 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

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)

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 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 a far more than just committing to a website.website.

Strategic online marketing can create customised customised databases and measurable marketing outcomesdatabases and measurable marketing outcomes.

Social media sitesSocial media sites such as Facebook can deliver a wide wide range of benefitsrange of benefits to tourism operators.

EmailEmail marketing remains by far the most effective means of reaching customers.

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 mobile mobile tourism

applications. Increasing role for social mediasocial media

applications.

Contact DetailsContact Details

www.leisuresolutions.com.auwww.leisuresolutions.com.au

[email protected]@leisuresolutions.com.au

http://www.leisuresolutions.com.au/

mailto:[email protected]

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Ecoglobalangusmrobinson