Copyright 2005 – Biz/ed Practical Marketing Skills 2 BTEC Travel and Tourism
Copyright 2005 – Biz/ed Practical Marketing Skills The previous session covered market research and documentation This lesson covers the theme of promotional activities
Copyright 2005 – Biz/ed Promotional Activities Promotion can include the following activities: Advertising Press releases Brochures Leaflets Stands and displays Demonstrations Use of technology
Copyright 2005 – Biz/ed 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
Copyright 2005 – Biz/ed 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’
Copyright 2005 – Biz/ed 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
Copyright 2005 – Biz/ed 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
Copyright 2005 – Biz/ed Brochures Travel brochures are produced by tour and travel operators and retailers Travel and tourism facilities often pay to be included in operators’ brochures See Biz/ed’s Activity on Thailand’s Anantara Resort and Spa for more: 19/tourism/marketing/activity/mix2.ht m
Copyright 2005 – Biz/ed 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
Copyright 2005 – Biz/ed 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