Ecotourism is defined as tourism that is directed towards exotic natural environments. It advocated conservation efforts and wildlife observation, and it is also one of Costa Rica's top means of economical support. While we were traveling abroad, our team had the opportunity to partake in various ecotourism activities. To gain a better understanding of how these businesses are successful, students were instructed to think critically about how one may go about marketing an ecotourism company. Given my experience in marketing and social media management for a nonprofit organization, I decided to outline a marketing plan for a hypothetical ecotourism activity, which I have included below. Get ready for the business side of life in Costa Rica.
The ecotourism activity I chose to market is: surfing.
I think the most important thing to consider when developing a marketing plan is not just who you are advertising to and how best to do so, because when it comes down to it, that is just a formality. Instead, I find it crucial to look at your competitors in the industry. Who could potentially be doing this better than you? Given a specific activity, you most likely already know what kind of people it will draw or what specific aspects of it will attract certain demographics. Therefore, the marketing goal must shift to what exactly we can do as a company that will set us apart from what already exists. What domains can we use that are going to ensure our company's success? In other words, what are the absolute best methods?
First things first, I have found that what sets specific companies apart from others is: consistent exposure. Regardless of what methods you choose, maintaining visual prominence is absolutely necessary for a company to stand out in an industry. Out of sight, out of mind, right? Therefore, a company needs to ensure that they are constantly putting out content that their potential customers have access to, because it will then be systematically present in viewer's minds. For example, posting on social media every single day literally does not allow for a viewer to forget about the company, therefore increasing the chances that the individual will become a customer or will return for services.
For a surfing company specifically, here are 3 methods that I propose to use as effective ecotourism marketing tools:
The ecotourism activity I chose to market is: surfing.
I think the most important thing to consider when developing a marketing plan is not just who you are advertising to and how best to do so, because when it comes down to it, that is just a formality. Instead, I find it crucial to look at your competitors in the industry. Who could potentially be doing this better than you? Given a specific activity, you most likely already know what kind of people it will draw or what specific aspects of it will attract certain demographics. Therefore, the marketing goal must shift to what exactly we can do as a company that will set us apart from what already exists. What domains can we use that are going to ensure our company's success? In other words, what are the absolute best methods?
First things first, I have found that what sets specific companies apart from others is: consistent exposure. Regardless of what methods you choose, maintaining visual prominence is absolutely necessary for a company to stand out in an industry. Out of sight, out of mind, right? Therefore, a company needs to ensure that they are constantly putting out content that their potential customers have access to, because it will then be systematically present in viewer's minds. For example, posting on social media every single day literally does not allow for a viewer to forget about the company, therefore increasing the chances that the individual will become a customer or will return for services.
For a surfing company specifically, here are 3 methods that I propose to use as effective ecotourism marketing tools:
- Branding: Branding this specific ecotourism activity is a way not only to promote their operations but to establish their specific company as separate from the others. Specifically, developing a logo for the brand will differentiate the opportunities from those of the competitors. It is also a quick and easy way to define what the company offers and why it is important, such as environmental appreciation.
- Social Media: Social media can be used as a productive tool to keep the company actively engaged with its customers. Announcing events or promotions, showcasing photos and videos of previous customers' experiences, or even just things such as employee spotlights or inspirational quotes or fun facts about the activity make the company relatable so that people truly feel like they are a part of the action, a part of the company. People like visuals. Social media is one of the best ways to ensure the consistent exposure and visual prominence that I mentioned.
- Gear, a.k.a. Swag! Remember that logo we developed earlier? Slap it on some stickers, t-shirts, hats, board shorts, etc. People will wear the company's gear if they had an excellent time using the services. Call it old fashioned, but word of mouth is still a marketing tool in today's society. If I see a logo on a t-shirt or whatever it may be that I think looks cool or interesting, it will cause me to look it up. Foot traffic (the people who wear the gear) brings internet traffic (the people who log onto the website and social media). This will bring people in from all over to use the company's services and is just yet another way to establish its prominence in the industry.