The mission of Envisioning Tourism 3.0 is to integrate the Marketing 3.0 concepts within the destinations or business models. This may actually be done through a basic marketing plan, although depending on the dimension and ambition of the client, it may require a project with greater scope. The key idea is to position the destination or business as a contributor to the issues that are of concern to the stakeholders´ community, by generating positive impacts in the social and environmental areas, and getting these stakeholders to contribute in the business collaborative marketing. This then, is the most effective and efficient way not only to gain awareness and customers, but also to boost innovation and product development.
In brief, the key value proposition of developing the Tourism 3.0 concept is to integrate the social and environmental mission into the business models, creating positive impacts in these areas, while optimising the marketing system through the association of the brand with these values and the alliance with partners working in these areas, which help us to reach new target audiences and contribute to reducing operating costs.
The Service Portfolio may be structured in the following areas:
MARKETING PLANNING. The current fast changing market environment requires innovative marketing to set destinations apart from competitors. We propose to develop the Marketing 3.0 approach, as we envision it to be the most effective and efficient strategy, at least on a long term basis. Look at our ideas and methods in the White Paper The Marketing Plan 3.0
BUSINESS AND STRATEGY PLANNING. Destination success nowadays needs thoughtful planning in many areas: clustering to wisely structure the layout of tourist attractions, positioning to determine its identity and value proposition, business portfolio to determine investment priorities, targeting to identify the most attractive markets and segments, communication to draw attention from our targets and sales to materialize such interest into business. Look at our ideas and methods in the White Papers The 5 Competitive Forces & Business Strategy and Clustering Strategy
COMPETITIVENESS PLANNING AND PRODUCT DEVELOPMENT. Destination success is ultimately based on its capacity to deliver memorable experiences to its visitors without demanding excessive efforts. Competitiveness plans are therefore based upon innovative product development and cross-destination programs to enhance the sensational experience and reduce barriers, discomforts and insecurities of the visitors. Look at our ideas and methods in the White Paper Envisioning Destination Marketing 3.0, and Competitiveness Planning 3.0
MARKET INTELLIGENCE DESIGN AND RESEARCH. As a key input for successful strategy and marketing planning, we work on rigorous and insightful market intelligence projects with both primary and secondary sources, elaborating research studies, surveys and market intelligence system design for tourism destinations. Look at our ideas and methods in the White Paper Envisioning Destination Intelligence 3.0.
BUSINESS MODEL DESIGN AND INNOVATION. Any business idea needs a model structure before drafting a business plan, encompassing its key partners, key activities, key resources, marketing channels, customer relationships, market segments and value proposition. The balance between these building blocks is to be found through insightful market research, design and testing, and may need to be changed over time, so long as the stakeholders also change. Look at our ideas and methods in the White Paper Envisioning Destination Models 3.0 and Envisioning Open Innovation in Destinations.
CONTENT MARKETING & STORYTELLING. As it is explained in many articles of the blog and the Whitepaper “Marketing Destinations Through Storytelling“, the new marketing is based on stories, and so crafting and telling compelling stories about the destination is the key to attract new tourist flows. Furthermore, this is to inspire the visitors to live and tell their own story in the destination, for it is necessary to empower and motivate them to do so.
MENTORING FOR ENTREPRENEURS. Based on the lean start-up method, we help entrepreneurs to find the optimum business model in order to exploit their idea spending the minimum time and money, to craft a business plan based upon a truly profitable and even scalable model.
LECTURING AND TRAINING. Adapting the methodology to the audience and learning goals, we usually choose a combination of theoretical and case study based lecturing or a coaching based method where students are given guidance on “how to” and are then supported on a “learning by doing” approach. We work both in-person and online, offering courses and seminars on the following disciplines:
Strategic & operational marketing
Market intelligence & monitoring systems
Business model design & innovation
Beyond the proposed services, we are open to listening to the prospect’s needs for other ad-hoc projects.
How do we work?
Collaboration formulas: we offer many flexible formulas to accommodate to the client´s needs in terms of budget, desired risk assumption, vision clearness and other factors. It is also possible to shift from one formula to another in some cases when the circumstances change. Learn more about these formulas by clicking here.
Methodology: from the analysis to the implementation phase, we follow a series of steps that guarantee not only the best understanding of the client´s challenges but also the best possible solution, carefully tailored to the client´s needs. Learn more about our methodology by clicking here.