marketing wilderness (now that i have your attention) ralph swain usfs rocky mountain region...
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Marketing Wilderness(Now That I Have Your Attention)
Ralph SwainUSFS Rocky Mountain RegionWilderness & Rivers Program [email protected]
Background
• Undergrad: Marketing and Economics
• Masters: Natural Resource Management, Specialization in Wilderness
Colorado State University
Aldo Leopold• “We abuse the land
because we regard it as a commodity belonging to us. When we see the land as a community to which we belong we may begin to use it with love and respect.”
Definition of Marketing
Providing a product or service (commodity) to customers at a price (profit)Process of communicating the value of a product of service to customers for the purpose of selling that commodity.
• Basic concepts of marketing have not changed – Marketing segmentation, product life cycle, customer profiling- - but the tools have drastically changed.
• Promotion – social media tools to reach customers have • #changedforever! (140 characters)
Marketing = AdvertisingMarketing = Promotion
• Marketing is much more!• Uses all the 5 P’s of Marketing• Develop a Marketing Plan
Enlarging the Base*Bell curve of primary customers
*Target the fringe
*Find new ways to reach the larger wilderness community
Wilderness Ranger Cookbook
Interagency Wilderness Ranger Cookbook 50th
Anniversary Edition
Produced August 2014 by SWS
Now available, REI, B&N, Visitor Centers
Marketing = Stewardship
• Product – goal is untrammeled wilderness – protect wilderness character. Currently, Kmart model, low quality product sold to mass market. Stop trying to be all. W. is not for everyone.
• Price – the value of wilderness increases daily. Currently, treated as low investment, low return.
• Place – fixed. Spectrum of landscapes– (earn wilderness)• Promotion – currently mixed messages established by
customers and branding is shot-gun, not targeted.• People – Currently, PC - target youth. No! target women –
mother earth – nurturing values of women align best with wilderness. Reach men and youth through women.