Transcript Practical Marketing Skills in Travel and Tourism 2

Practical Marketing Skills
PROMOTION
Practical Marketing Skills
The previous session covered
market research and
documentation
This lesson covers the theme of
promotional activities
Promotional Activities
Promotion can include the following
activities:
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Advertising
Press releases
Brochures
Leaflets
Stands and displays
Demonstrations
Use of technology
Advertising
• Used to communicate the availability of a
travel and tourism ‘product’ or service
• This aims to stimulate demand for the service
• In detailed terms, though, advertising has
three different objectives
Advertising Objectives
• Communicating information about the product
or service
• Persuading consumers to buy the product or
service
• Keeping the travel and tourism organisation in
the ‘public eye’
A Product or Service View
New products such as a new tourism facility,
travel service or location tend to use
advertising to:
• Inform and persuade
Established service providers tend to use
advertising to:
• Keep in the public eye and persuade
Press Releases
Producing written ‘copy’ (an article or
announcement) for use by newspaper,
magazine, TV and other media outlets:
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‘Free’ advertising?
Direct access to target market segment
Ability to put positive ‘spin’ on news
But once released, the news item is beyond
your control
Brochures
Travel brochures are produced by tour
and travel operators and retailers
Travel and tourism facilities often pay to
be included in operators’ brochures
Leaflets, Stands & Displays
• Leaflets are often used to send ‘mailshots’ to
potential customers
• Can be regarded as ‘junk mail’ but if properly
targeted can be effective & low cost
• Stands and displays often take place at
conferences and public events, where products
and services can be demonstrated
Use of Technology in Promotion
Widespread adoption of computer technology
and the Internet has led to:
• increase in number of promotional ‘messages’
• Vast growth in use of SPAM to advertise via
email
• Popup, Flash & banner adverts on Web sites