1. Reaching New Heights... Integrating Marketing Chapter I Integrating Marketing in the Leisure Industry

2. 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.

3. 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? Think About The Last Leisure Experience You Participated In…

4. 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.

5. 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.

6. 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 Leisure Industry and Marketing

7. The Role of Marketing: To Integrate All The Functions Of An Agency. Product/Service Based on Costumer Need EmployeesOwners, Boards, Stockholders Marketing ORGANIZATION CREATION

8. 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

9. Duties of a Marketing Professional Marketing Duties Strategic Duties Operational Duties Develops Creative Actions Implements Actions Evaluates Actions Represent All “Publics” Develops Brand Image Creates Customer “Experiences” Conducts Market Research Formalizes the Marketing Plan

10. 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

11. Influences on the Change in Emphasis Toward Marketing 1. Increased Competition 2. Challenging Economy 3. Changing Consumers - Public Demands 4. Funding Challenges 5. Greater Need for Accountability 6. Advanced Technology 7. Enhanced globalization

12. 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.

13. 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!)

14. The Marketing Process for Leisure Service Agencies Leisure Service Philosophy Market Research Strategy Analysis Communications Decisions Implementation Evaluation

15. 4 P’s of Marketing Product Place Price Promotion

16. ProductProduct Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. (tangible)

17. ServiceService Form of a product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible.

18. Levels of Products and Services 3 Levels 1.Core Product - what the buyer is really buying 2.Actual Product – itself 3.Augmented Product – improved

19. 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