Transcript Chapter 1 - Integrating Marketing

Reaching New Heights . . .
Integrating Marketing
Chapter I
Integrating Marketing in the Leisure Industry
The Adventurous Feeling of Marketing
• Marketing, just like the roller coaster experience, has
an adventurous feeling (a few people have been
known to scream!) The more you try it, the more
comfortable, prepared and successful you will be.
• If you avoid riding the roller coaster you may never
know how the thrill moves you.
• If you avoid integrating marketing in your leisure
service agency, you may never know the value of it to
your agency.
Marketing is an integrated approach that is involved in
every aspect of an organization.
Think About The Last Leisure
Experience You Participated In…
•
•
•
•
What influenced your decision?
Was it a friend who suggested you try it?
Did a brochure tell you what it would cost?
Were you excited after you read an article about how
it was enjoyable?
• Did someone recommend the equipment?
• After being handed a free pass could you resist
giving it a shot?
Marketing Defined Today
Integrating effective strategic, operational and
communication concepts and practices that are
driven by various people that influence an agency
and practiced by everyone within an agency (e.g.
customers/guests, employees, volunteers, board
members, donors, suppliers, etc.).
These practices will ultimately deliver high quality
leisure experiences that reach and exceed the
expectations of the people they serve while achieving
agency objectives.
What is Marketing?
• If the circus is coming to town and you paint a sign saying
“Circus Coming to the Fairgrounds Saturday,” that’s advertising.
• If you put the sign on the back of an elephant and walk him
through town, that’s promotion.
• If the elephant walks through the mayor’s flowerbed, that’s
publicity.
• If you can get the mayor to laugh about it, that’s public relations.
• And, if you planned the elephant’s walk, that’s marketing.
Leisure Industry and Marketing
• Literature in leisure only twenty years
• Not all non-profit agencies felt the need to apply
marketing
• Only been since the 1990s that marketing outcomes
were required of accredited recreation academic
programs, therefore professionals did not have the
background needed
• Public agencies felt they could not adopt marketing
practices; their mission was to serve everyone
• Many leisure service agencies do believe they are
integrating “marketing” yet few have approached it
from a 21st century perspective
The Role of Marketing: To Integrate
All The Functions Of An Agency.
ORGANIZATION CREATION
Product/Service Based
on Costumer Need
Employees
Marketing
Owners, Boards,
Stockholders
Marketing Functions
•
To gather information and data
•
To aid in product, service, program, and facility development
•
To communicate with targeted and other markets
•
To develop relationships with people within and outside of the agency
•
To help managing crises
•
To identify and capitalize on opportunities
•
To establish the agency’s image (brand)
•
To assist in funding
•
To create consumer based experiences
•
To exceed expectations of those served within an agency
Duties of a Marketing Professional
Creates Customer “Experiences”
Develops Brand
Image
Represent All “Publics”
Strategic Duties
Conducts
Market
Research
Formalizes the Marketing Plan
Marketing
Duties
Operational Duties
Develops Creative
Actions
Evaluates
Actions
Implements
Actions
Description of Sample
Responsibilities
Strategically:
1.
Coordinates meetings with all publics to develop agency
objectives
2.
Shares information on current agency status and future trends
2.
Provides data on employee, customer, board member,
supplier and volunteer satisfaction
3.
Conducts a competitive analysis to determine agency’s
competitive edge
Operationally:
1.
Creates brochure for staff recruitment
2.
Evaluates impact of attending a trade show
2.
Implements a radio station promotion
3.
Supports staff training for preparing to serve a new market
Influences on the Change in
Emphasis Toward Marketing
1.
2.
3.
4.
5.
6.
7.
Increased Competition
Challenging Economy
Changing Consumers - Public Demands
Funding Challenges
Greater Need for Accountability
Advanced Technology
Enhanced globalization
Barriers to Applying Marketing
• Fear
Fear of not having the skills and not knowing how to
apply and integrate marketing; fear of investing and
producing minimal results; and fear of making an
investment in time, money and energy that doesn’t
provide results.
• Disbelief
The belief that marketing will not help the agency
improve; the belief that marketing only costs money and
is too mysterious and risky to make an investment.
• No need
The safety of operating under the status quo is
comforting to many agencies.
Why is Marketing Important?
1. Provides focus toward achievable outcomes;
2. Allows for consistency in messages shared;
3. Improves and is focused on all relationships (not
just customers alone);
4. Integrates the organization;
5. Cost effective (even though it costs money!)
The Marketing Process for Leisure
Service Agencies
Leisure Service Philosophy
Strategy Analysis
Evaluation
Market
Research
Implementation
Communications
Decisions
4 P’s of Marketing
•
•
•
•
Product
Place
Price
Promotion
Product
Anything that
can be offered
to a market for
attention,
acquisition,
use or
consumption
that might
satisfy a want
or need.
Service
Form of a
product that
consists of
activities,
benefits, or
satisfactions
offered for sale
that are
essentially
intangible.
Levels of Products and
Services
3 Levels
1. Core Product - what the buyer is really
buying
2. Actual Product – itself
3. Augmented Product – improved
Summary of Main Points
• The definition of marketing has dramatically changed
over time
• Everyone “does” marketing but not everyone does it
effectively
• Marketing’s role is holistic; misunderstood; and
misplaced in leisure agencies
• 4 P’s
• Product and Services