1. For the benefit and enjoyment of the peopleMarketing, sustainability and todays traveler.September 20, 2011MERCURYcsc

2. TO PRESERVE AND PROTECT 3. FOR THE ENJOYMENT OF THE PEOPLE. 4. WITHOUT DEMAND THERE IS NOSUSTAINABILITYWhat works in creating a sustainable destination is not necessarilythe same thing you market it with. 5. CONNECTING BRANDS WITH PEOPLE WHO VALUEAUTHENTIC PLACES AND IMMERSIVE EXPERIENCES#16 in Outside Magazines 50 Best Places to Work 6. GEOTRAVELERS VALUE AUTHENTIC PLACES 55 million U.S. Geotravelers 25% higher HH income Take 30% more trips Are influentials, the first to adopt products within their primary area of passion Reconnecting with traditional activities Mindful and attracted to simplicity, Already adapted to the new era in which our economy is emerging 7. GEOTRAVELERS ARE LEADING AMERICASAWAKENINGCULTURAL LANDSCAPESource: Gfk Roper, Annual Report 2007 8. TRAVEL IS NOT SOMETHING THEYDO.PART OF WHO THEY ARE.IT IS 9. GEOTRAVELERS ARE YOUR TRAVELERSI think travel should be a full-body experience that we ought toobserve and absorb the natural world, the culture, the language, the local arts with curiosity and respect. LizMercuryCSC Focus Group Panelist 10. TRAVEL REPRESENTS THE APEXOF THEIR ESSENTIAL NEEDS 11. TRAVEL REPRESENTS THE APEXOF THEIR ESSENTIAL NEEDS 12. PEOPLE SPEND THE MOST ON WHAT THEY NEEDGeotravelers spend a higher percentage of their already highincomes on travel. 13. YET THEY DISDAIN CONSPICOUS CONSUMPTIONGeotravelers crave experiences that make their world bigger.If your brand doesnt facilitate their experience, they will not buy. 14. PURCHASE DECISION CRITERIA OFTHE GEOTRAVELER Connects me to a passion Provides a high degree of utility Makes me unique Saves me time Is sustainable Gives me knowledge or expertiseSUSTAINABILITY IS JUST ONE COMPONENT 15. DONT MISTAKE YOUR PASSION FOR THETRAVELERSEntrepreneurs are in love with their ideas, and they should be.After all, why would anyone commit their energy, life savings, and nosmall part of their sanity to anything less than a consuming passion. Because entrepreneurs are passionate about their idea, product,or service, they innocently assume other people will feel the same. Heres the bad news it just doesnt work that way!tenonline.org 16. CREATING A PRODUCT VS. MARKETING ONE Production oriented companies: Product is manifestation of resources used to produce it. Marketing oriented companies: Product is a bundle of functional and emotional benefits as viewed by the target consumer.marketing91.com 17. GEOTRAVELERS SEEK AUTHENTIC PLACES ANDIMMERSIVE EXPERIENCES Sustainability is a cost of entry It can be a deciding factor if all other things are equal But it is not the reason they are travelingDONT LEAD WITH GREEN. 18. MERCURYcscImage: Henry Chen 19. DONT LEAD WITH GREEN,LEAD WITH THE EXPERIENCE Sweetwater Travel The Herbfarm Nissan Leaf Montana Office of Tourism 20. THE EXPERIENCEFor most, just the opportunity to experience apristine landscape, undeveloped river valleyslined with healthy forests or a pair of Mongolianriders driving their stock through a river meadowon a crisp fall morning is enough. But for the flyfishermen, Mongolia makes a great trip evenbetter; it is home to the worlds largest trout thatwill attack your skated dry flies. 21. SUSTAINABILITYWe are not an eco-tourism companythat does some fishing.We are a fly-fishing company that protectsthe resource. 22. THE EXPERIENCE"A celebration of the FOODS and WINES of thePACIFIC NORTHWEST. A THEMATIC ninecourse DINNER with six matched wines and aSINGLE SEATING nightly." 23. INTEGRATE SUSTAINABILITY INTOTHE BUSINESS ITSELF.THEN MARKET THE EXPERIENCE. 24. Thank youJeff Welch, Presidentjeff.welch@mercurycsc.com406-922-2282