Reaching New Heights... Promotional Brand, Collateral Design, and Events Chapter XI Integrating Marketing in the Leisure Industry

PromotionPromotion Promotions are temporary changes in offerings and pricing used to create awareness and offer incentives. Promotion is designed to establish the framework from which an agency communicates. Promotion is newly defined as it establishes the “communication” presence through the message (image), design of collateral and promotional events.

Brand Image Promotion Collateral Events Promotional Mix and Communication Mix Questions: Who? (The agency) Will say what? (The message/brand identify that represents all marketing mix decisions) In what way? (The communication mix decisions) To whom? (The target market) With what effect? (Consumer feedback) Promotional Mix

Brand Image A result of several activities including: Brand Identity Quality of Service Understanding agency image: Ask stakeholders, including consumers, employees, volunteers, non-users and board members their opinion Evaluate differences in agency vision, mission and perception of image Audit all marketing collateral communication materials to assess uniformity, messages, and professionalism

Real Life Story – Brand Image Mount Pleasant Area Convention and Visitor Bureau 1990’s

Mid 1990’s

Late 1990’s – Early 2000’s

2000 and beyond

Selecting a Medium A medium is any means used to disseminate information to about an agency to consumers. Issues to be considered in selecting a medium: Resources Time frame Target market Return of Investment Outcomes Agency culture

Promotional Collateral Promotional collateral is defined as visual aids that support an agency’s communication activities. Common promotional collateral: Postcards, brochures, letterhead, business cards, CDs, etc. Flyers, posters Annual reports Catalogs Point of sale displays/exhibits Coupons, advertisements, commercials Contests/giveaways/sweepstakes Photographs Video/DVD Mascots Newsletters Programs Novelty items/premiums (e.g. logo’s pins, cups, watches, playing cards, calendars, notepads, pens, chap stick, decals, etc.) Sales incentives, free samples, banners, Websites, , floats/parades, sandwich board, radio station events/giveaways

Non-price promotions Designed to encourage repeat usage and loyalty. Sales promotions Used to entice participation with targeted markets. Discounts, free admissions and value added amenities to the experience. Types of Promotions

Considerations in Determining the Type of Promotional Collateral Marketing objectives Target market needs/interests Product life cycle considerations Agency competitive strengths Quantity required to reach a market Timing Method of distribution Message Budget Is it fun, unique, useful and lasting?

Developing Promotional Collateral AIDA Model Attention Interest Desire Action Style Message Problem messages: Features only Information overload

Design Elements Layout: Focal Point, Photographs, Negative or White Space, and Levels of Information Less is more (Design) Anatomy of an ad/ flyer Consistency is key Negative or white space Fonts Art: Clip art and photographs Color Editing and proof reading

Professional Quality Production Developing professional materials in-house Use glossy paper to develop a polished look Print copy on high quality printers (e.g. laser) Take a desk top publishing class to advance design techniques and utilize software designed to design Use professionally designed pre-printed templates that are customize for your agency Hiring a professional Working with a communications professional

Tools Used to Share Promotional Materials Guerrilla Marketing Agencies attempt to get more personal with consumers and develop instant two-way communication Mobile Marketing Marketing efforts that are taken to consumers in large portable semi tractors where samples are provided to consumers Viral Marketing The premise is to spread positive word-of-mouth advertising in a strategic way

Internet as a Collateral Tool Design an effective website. Get consumers to the site through utilizing communication mix tools including search engines, , and Internet advertising. Publish the agency’s web site on all collateral and promotional materials. Sites should quickly communicate with visitors: 1)Who they are? 2)What they provide? 3)How to navigate through the website?

Promotional Pricing Temporary decisions to change an agency’s prices (versus a permanent change). Forms of promotional pricing: Discount coupon Special rate code 2 for 1 deal or some other type of affiliation

Promotional Events Promotional events are activities that are designed to stimulate interest in an agency’s experiences/offerings. Temporary in nature Designed to increase awareness Examples: Host a grand opening to increase awareness of a new agency or new offering(s) Celebrity demonstration to showcase and encourage participation