Sustainable Tourism - Sustainable Marketing
Your Medium is your Message
Marketing doesn"t mean selling, marketing doesn"t mean convincing a bunch of customers to buy what you have, marketing doesn"t mean communicating the benefits of your offer, marketing doesn"t mean telling as many people as you can about the
facts or the selling points of your enterprise.
MARKETING MEANS GATHERING INFORMATION
Marketing is the simple process of identifying and fulfilling a need. If the need for your product or service doesn"t exist in sufficient quantity, in truth, you"re out of business before you start.
The sustainable tourism world is littered with the corpses of businesses that "seemed a good idea at the time, and were very worthy" - but simply didn"t fulfill a need.
The great thing about modern marketing is that it"s cheap, very effective at finding needs and doesn"t fill wastepaper baskets. Your marketing should be sensitive, effective, two-way, informative, understanding, reciprocal, co-operative, quick to react, inclusive, very, very environmentally friendly and low energy use - just like the product you"re creating.
BUZZ, Marketing, web 2.0 marketing or whatever you like to call it is superb for sustainable tourism because it is a platform to ask and share and respond - it"s absolutely no good at telling.
Modern marketing attentive to its audience, quick to react to their needs, with the extraordinary speed and power of the digital age is what will give sustainable tourism its power
PS - Special Offer - The 115page 2009 Sustainable Tourism Report (£200, $300, €240) is now out. Get the cheat sheet for just £50/$75/€60
Email email@example.com subject "cheat sheet"
Tuesday, April 14, 2009