TOURISM PROMOTION

PROMOTION

 Has been defeined as the coordination of all seller-initiated efforts to set up

channels of information and persuasion to sell goods and services or promote an
idea (Belch 2008)
PROMOTION MIX

 It is a company’s total marketing communications program

and it consists of a specific blend of:

➢Advertising
➢Direct Marketing
➢Personal selling
➢Sales promotion
➢Public relations
ADVERTISING

OBJECTIVES
• To inform
• To persuade
• To remind
NATURE
• Reach many buyers
• Repeat message many times
• Impersonal
• Expensive
ADVERTISING

GOALS OF HOSPITALITY
• Tangibilize the service element so the reader mentally
grasp what is offered
• Promise a benefit that can be delivered and/or provide
solutions to problems
• Differentiate the property from that of the competition
• Have positive effects on employees who must execute the
promises
• Capitalize on word of mouth
ADVERTISING

TYPES OF ADVERTISING EXECUTION

• Slice of Life
• Lifestyle
• Fantasy
• Mood or Image
• Musical
• Personality
• Technical expertise
• Scientific evidence
• Testimonials evidence
 DIRECT MARKETING
NATURE
• Nonpublic
• Immediate
• Customized
• Interactive

ADVANTAGES
• Precision targeting
• Personalized messages
• Privacy
• Faster sales
• Variety of packaging options
• Less competition from other media content
• Immediate results
• Measurability
 PERSONAL SELLING
NATURE
• Personal interaction
• Relationship building
• Most expensive promo tool

TASK OF A SALESPERSON
• Prospecting
• Targeting
• Communicating
• Selling
• Servicing
• Information Gathering
• Allocating
 SALES PROCESS

Prospecting and Presentation

Qualifying Pre-approach Approach and
prospects demonstration

Negotiation and
Follow-
Closing the sale Overcoming
up/maintenance
Objections
 SALES PROMOTION
OBJECTIVES
• Increased short-term sales
• Help build long term market share
• Entice consumers to try a new product
• Lure consumers away from competitors
• Hold and reward loyal customers
• Building stronger customer relations
• Obtaining new accounts
FACTORS TO CONSIDER IN SETTING UP A SALES PROMOTIONAL PLAN
• Objectives of the campaign
• Type of market to be tapped
• Competition
• Cost and effectiveness of each tool
 SALES PROMOTION

NATURE
• Wide assortment of Tools
• Rewards quick response
• Efforts short-lived
TARGET
• Consumer
• Trade intermediaries
• Sales force
 SALES PROMOTION

COMMON SALES PROMOTION TOOLS

• Samples
• Coupons
• Packages
• Premiums
• Patronage rewards
• Point of purchase
• Contests and games
 SALES PROMOTION PROCESS

Evaluating
the
Careful
program
implement
Implementi
ation and
ng the
Develop monitoring
program
the sales of the plan
Selecting
promotiona
which
Setting up l program
promotiona
of
Deciding l tools to
objectives
whether a use
for the
sales
sales
promotion
promotion
is
necessary
 PUBLIC RELATIONS

NATURE
• Very Believable
• Dramatize a company or product
• Underutilized

OBJECTIVE
• Building Product awareness
• Creating interest
• Providing information
• Stimulating demand
• Reinforcing the brand
 PUBLIC RELATIONS
MAJOR ACTIVITIES
• Press Relations
• Product Publicity
• Corporate Communications
• Lobbying
• Counseling

CONTRIBUTION OF PR TO MARKETING
• Assist in the launch of new product
• Assist in repositioning a mature product
• Build up interest in a product category
• Influence specific target groups
• Defend products that have encountered public problems
 PUBLIC RELATIONS PROCESS
Understand the firm’s
mission, culture and target of
communication

Setting up of Objectives

Defining the target market

Designing the PR message

Implementing the PR plan

Evaluating PR results
 MAJOR TOOLS IN MARKETING PR
Publications

Events

News

Speeches

Public service activities

Identity media