1. Marketing Hospitality, 3rd ed., Hsu/Powers
Chapter 13
Marketing Communication: Sales Promotion, Public Relations/Publicity, Personal Selling
Marketing Hospitality, 3rd ed., Hsu/Powers

2. Reasons to Use Sales Promotion
Encourage trial purchase
Stimulate repeat business
Build customer loyalty through rewards
Increase sales during specific time periods
Increase customer spending or length of visit
Introduce new products or services
Compete with other operations for spotlight
Capitalize on special trends or events
Add excitement
Motivate employees

3. Types of Sales Promotion
Coupons
BOGO
Bounce back coupons
Discounts
Premiums
Self-liquidating promotions
Games, sweepstakes, contests
Merchandising
Packaging
Sampling

4. Public Relations and Publicity
Public relations (PR)
Special publics
General publics
Publicity
News-worthy
Hazards

5. Tools of PR and Publicity
Events
Press kits, press releases
Owner/operator and employees
Celebrity visits
Charities
Community involvement

6. Crisis Management Policies and procedures before crisis happens
Contingency plans
Designated spokesperson
Channels of communication

7. The Personal Selling Process
Prospecting
Sales leads
Qualifying prospects
Cold calls
Sales blitzes
Planning the sales call
The approach
Introduction approach
Consumer benefit approach

8. The Personal Selling Process (Cont.)
Prospecting
Planning the sales call
The Presentation
Building credibility and confidence

9. Building Credibility and Confidence
Make conservative claims
Be positive
Describe the property and experience
Use testimonials
Engage in friendly interchange and listen
Ask questions
Do not argue

10. The Personal Selling Process (Cont.)
Prospecting
Planning the sales call
The Presentation
Building credibility and confidence
Handling competition
Handling complaints and objections

11. The Personal Selling Process (Cont.)
Prospecting
Planning the sales call
The Presentation
Closing the sale
Assumptive close
Standing room only
Trial order
Follow-up