TOURISM & HOSPITALITY MARKETING (WEEK 9 - LESSON 9)

Advertising

Direct Marketing

Personal Selling

Public Relations

Sales Promotions

What are the 5 types of Promotional Tools?

PROMOTION

It is defined as the coordination of all “seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote an “idea” ( Belch and Belch 2008).

End goal –to close the sale

ADVERTISING

Defined as any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor.

Objectives: It aims to inform, persuade and remind.

SLICE OF LIFE

shows how people use the product in a normal setting.

LIFESTYLE

shows how the products fits with one’s way of life.

FANTASY

creates a “wonder” world around the product or its use.

MOOD OR IMAGE

builds positive images or moods around the product such as beauty, love, and serenity.

MUSICAL

uses simple but catchy music effectively through product jingles or songs.

PERSONALITY

creates a character that represents the product such as Jollibee, the friendly bee.

TECHNICAL EXPERTISE

reveals the company’s expertise with the product or service.

SCIENTIFIC EVIDENCE

presents research or scientific evidence that the brand is better than competing brands.

TESTIMONIAL EVIDENCE

features a highly credible person such as celebrity endorsing the product.

Slice of life

Lifestyle

Fantasy

Mood or Image

Musical

Personality

Technical Expertise

Scientific Evidence

Testimonial Evidence

What are the 9 Types of Advertising Execution?

DIRECT MARKETING

It is an interactive system of marketing that uses one or more advertising media to affect a measurable response.

DIRECT MARKETING

It seeks to establish continuing relationships between a company and its regular customers.

DIRECT MARKETING

Offer are sent to a customer database of people who are most able, willing, and ready to buy the product (Kotler et al 2017).

Precision Targeting

Personalized Messages

Privacy

Faster Sales

Variety of Packaging

Less Competition

Immediate Results

Measurability

What are the 8 Advantage of Direct Marketing?

MEASURE OF SUCCESS

The number of inquiries generated;

The ratio of conversions or purchase realized from inquiries generated; and

Its communication impact

PERSONAL SELLING

It is defined as person-to person communication between a salesperson and prospective customer in which needs are met in exchange for money and resources.

PUBLIC RELATIONS

It is the process by which we create a positive image and customer preference through third-party endorsements.

Credibility plays an important role in PR.

Understanding the firm’s mission, culture and target market

Setting of objectives

Defining the target market

Designing the PR message

Implementing the PR plan

Evaluating PR results

What are the 6 steps of PR process

EMPLOYEES

(Tools)

Regularly produced printed or online newsletter

Emails

Webcasts

Bulletin boards

GUESTS

(Tools)

Printed in-room collateral

Personal letters from the General Manager

Newsletter

In-room TV programming

TRAVEL WRITERS

(Tools)

Detailed press release

Creative email pitches to encourage writers to visit and write about the property

Good selection of photos in a CD

CONVENTION AND VISITOR BUREAUS

(Tools)

Sponsorship of trade fairs

Detailed sales kit

SALES PROMOTION

It is the direct inducements that offer an extra value or incentive for the product to salesforce, distributors or the ultimate consumer, with the primary objective of creating an immediate sale.

It include samples, coupons, packages, premiums, patronage rewards, POP promotions, and immediate sale.

1, Deciding whether a sales promotion is necessary.

2. Setting of objectives for the sales promotion.

3. Selecting which promotional tools to use

4. Developing the sales promotional program, considering the:

a. size of the program based on the type of incentive;

b. target market of the program

c. distribution method to be used, and

d. duration of the program

5. Implementing the program

6. Evaluating the program

What are the 6 steps of Sales Promotions Process?

1. Decide on promotional tools to use

2. Decide on which media channels to use

3. Identify when the promotional tool will be released and in which channel

4. Evaluate the media results

4 Steps in preparing a promotional plan