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: 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: ‘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 Popup, Flash & banner adverts on Web sites