Chapter 3 Marketing

2. 1 Traditional Components of Marketing Consumer research Price Product development Packaging Distribution Promotion Advertising Point of sale

3. 2 The Consolidated Approach Consolidated marketing efforts by a variety of stakeholder businesses and organizations result in greater strength, unity, and leveraged results for everyone.

4. 3 The AIDA Principle The process of influencing consumers to visit a destination through marketing efforts related to: Awareness Interest Desire Action

5. 4 Successful Tourism Marketing Target major efforts to major markets. Sell your strengths. Focus on unique attractions. Don’t be an island. Be convenient. Be honest. Use testimonials.

6. 5 Market and Marketing Research Market research quantifies and values the economic impacts of tourism to a community. Marketing research identifies consumers based on demographic and psychographic profiles.

7. 6 Meeting and Convention Research MINT (IACVB’s Meetings Information Network) Convention services evaluations Lost-business reports Analyses of customers and competitors Return-on-investment analysis

8. 7 Branding, Positioning, and Theme Development The brand is a collection of perceptions in the mind of a visitor—the psychological, emotional, and motivational link between the customer and the product. Branding steps include: Define the destination’s unique selling points. Produce and prioritize motivational messages. Craft a positioning statement. Create/incorporate a unique logo.

9. 8 Branding through Theme Development Theme lines can galvanize community tourism interests and increase customer awareness of and interest in the destination. Develop a clearly defined priority of messages. Test messages via customer focus groups. Craft messages for use in ongoing communications. Devise creative strategies and platforms.

10. 9 Meetings Market Theme Considerations Wrap the destination’s physical attributes into the positioning statement and leisure tourism benefits. Planners choose destinations based on their unique appeal once they are satisfied that physical needs can be met. Remember that meeting delegates are leisure travelers as well.

11. 10 The Marketing Plan Outlines the best business approach to fulfilling the CVB’s mission. Plan Parameters: strategic direction/detailed plans for success Forecast specific results Foster team spirit Create purpose Goal-setting: staff should be encouraged to develop measurable objectives

12. 11 Marketing Plan Building Blocks Marketplace complications Marketplace opportunities Departmental reports/productivity goals Major strategies Target audiences Specific tactics A comprehensive marketing calendar A detailed budget

13. 12 Marketing Plan Elements Executive summary Distills the plan down to a few pages Introduction Includes the marketing mission, visioning process, and value statements Destination marketing process Explains how new business will be attracted to a community Highlights Includes major quantifiable goals to be achieved

14. 13 Strategic Planning Community-wide initiative for long-range goals that may use the marketing plan as a foundation Multi-year directional marketing approach CVB strategic philosophy (mission statement) Strategic analysis of strengths, weaknesses, opportunities, and challenges Follow-up sessions to determine progress

15. 14 Marketing Tools Market research Advertising Media publicity Direct mail Collateral materials Trade shows

16. 15 Advertising Purchase of space or time to get message out Create advertising that stands out from other ads Clarify advertising objectives at the start of a project Measure return-on-investment Use conversion analysis to determine how many people responded to the campaign.

17. 16 Public Relations and Publicity Includes messages in editorials or news stories Seen as more credible than advertising Numerous approaches are available: Publicity releases Familiarization tours and site inspections Community and government relations Crisis management Press conferences Trade show participation

18. 17 Collateral Development Creative approaches to communication should resemble each other as members of a communications family. The creative brief guides development of all graphic material. Tips for collateral development: Use photos rather than line art. Convey sensory appeals. Put the customer in the product. Highlight popular destination appeals up front.

19. 18 Web Site Marketing and the Internet Many people now use the Internet for travel planning rather than motor club magazines, newspapers, or television shows. Destination Web sites must compete with major online travel agents. Consumers are demanding more from destination Web sites.

20. 19 Direct Marketing Keeping in touch with current or potential clients through personal contact or mailings Implementation outlines Merchandising marketing efforts and results Gifts ? Remembrances should be represent the destination and the image the CVB wants to portray.

21. 20 Event Development Events held for consumers and destination marketing professionals are effective marketing tools. Such events can include gala receptions or consumer road shows. Evaluate event effectiveness. Include guests in the planning process.

22. 21 Measuring Success Three criteria for determining a CVB’s success from a marketing standpoint: Delivery of economic development benefits in fulfilling its core marketing mission Provision of marketing excellence through its research, planning, execution, and evaluations Status as a recognized leader in community tourism efforts