Promotion:Integrated Marketing Communication

(IMC)

Matta Fair

12-14 Mac 2010

PWTC, Kuala Lumpur

The MATTA FAIR debut in 1991 as an annual event with 80 booths and a visitor turnout of nine thousand.

It has since evolved into a bi-annual event drawing crowds as high as over 100 thousand visitors during one of the fairs.

Exhibitor participation has also increased over the years to over 800 booths since year 2005.

Earned the title of Malaysia’s No.1 Travel Fair from the Malaysia Book of Records.

The main objectives area

to provide a platform for MATTA members to have easier access to the public at large

for the public to fulfill their travel needs all under one roof

There were more than 170 exhibitors showcasing

their promotion and travel destinations for this

year event from national tourism organization and

15 countries

Was held at Hall 1-3, Putra World Trade Center

and started from 10am-9pm

Attracted more than 100,000 visitors

involves the idea that a firm’s promotional efforts should be

coordinated to achieve the best combined effects of the firm’s

efforts.

integration of all marketing tools, approaches, and resources

within a company which maximizes impact on consumer

mind and which results into maximum profit at minimum

cost

It aims to ensure consistency of message and the

complementary use of media.

includes online and offline marketing channels.

focuses on identifying consumer insights and developing

strategy with the right channels to forge a stronger brand-

consumer relationship.

knowing the right touch points to use to reach consumers and

understanding how and where they consume different types of

media.

Regression analysis and customer lifetime value are key data

elements in this approach

Institute for Integrated Marketing Communication

define IMC as involving

“The coordination of various promotional elements, and other

marketing activities that communicate with the a firm’s

customer”

IMC 2006

IMC focuses on the synergistic role of advertising,

sales promotion, direct marketing, internet or

interaction marketing, public relation or personal

selling in the communication program

Communication mix

consist of:

Personal

selling

AdvertisingSales

promotion

Direct

mail

merchandising

Corporate

identity

publicitysponsorship

exhibitions

Packaging

Word of

mouth

Source: Smith and Taylor, 2004

Organiser:

Supported by: Endorsed by:

Partner Airline: Official Card: Official GDS:

Official Technology

Partner:

Official Press:

Official Travel Magazine: Partner

“The more integrated the marketing

communication, the more effective it will be in

achieving an event’s marketing objectives

because potential consumer see and hear

consistent messages, imagery and activities

produced to satisfy needs that motivate them to

attend the event”.

IMC concentrates on the synergistic role of advertising, sales promotion, direct

marketing, internet or interaction marketing, public relation or personal selling

The IMC mix can include a wide range of marketing communication functions like;

1) Advertising is any paid form of non-personal communication link

such as; radio, television, newspapers, magazines, a website, outdoor

advertising and mobile platforms

The objectives advertising are to build awareness among the visitors and also

to position their products or events.

2) Public relations (publicity) is used to build mutually beneficial relationships

with stakeholders and consumers.

It uses a wide range of tools,

including publicity, special promotional events, e-publications and

traditional newsletters.

3) Direct Marketing – communication to consumer in generate behavioral

reaction.

4) Word Of Mouth –In planned IMC for community event is more likely to

concentrate on organized word of mouth and local media publicity

According to Duncan (2002), he stated that planning the promotion through IMC

requires ‘one voices, one look’.

all direct marketing like advertising, publicity and event packaging must

convey the same message.

So the IMC mix was used to boost interest visitors at MATTA Fair 2010 through the

media strategy

which knowledge about travel promotions offering by the event to public.

Therefore, in the international events, promotion is vital to ensure success of

the events.

In developing an IMC strategy, an event manager should

understand four sources of brand messages, or marketing

communications, as in this case they are synonymous (Duncan

2002):

Planned messages

Unplanned messages

Product messages

Service messages

o The IMC strategy reflects the thrust of the chosen objectives

and uses both message and media strategies to fulfill them.

Various gimmicks to grab

attention

Visitors reaching out for a

souvenir from a salesgirl at

the Taiwan tourism booth

on the last day of the fair

yesterday.

Sabah Tourism's booth was

very nicely decorated to

attract much attention.

Each package you buy will

also land you with a nice

cute gift from Sabah

Tourism.

Club Med HolidayPackages were even moreinteresting this time aroundwith their Buy 1 Free 1promotion. This deal isonly available at theMATTA Fair so you needto purchase it there.

Muslim Packages/Tours or

Halal Packages are one of

the new comers at MATTA

Fair with promotions all

around the world.

Costumed characters

promoting Korea Everland

Discount on KTMB for MATTA Fair visitor.

Special goodie bags.

Gift for MATTA Fair visitors.

Contest for visitors

Each time after Matta Fair, there will be a statistic

evaluation form

To indicate total sales of domestic tour / hotel

packages

To indicate sales of outbound tour packages

Other sales of other items, such as visa, insurance

or other related travel product

To identify the most popular / saleable domestic

tour / hotel package

The most popular/ saleable outbound tour package

Matta wants to know and identify the percentage

of destinations chose by customer

Exhibitors need to give feedback on the event to

Matta Fair which failed to do that, deposits paid

will not be refundable to exhibitors

Matta spent about RM 800k for the promotion

Promotion was done about 2 months before matta

Channel of promotions – bunting, advertisement in

newspaper, temp-board, radio and website

Matta has to collate all the sales transpired during

the event from all exhibitors

BUDGET

PREPARATION FOR

PROMOTION

Kotler et al. (2006) advice of four methods to

establish a budget for this activity:

What the event can afford

Percentage of Sales Method

Competitive Parity Method

Objective and task method

• limited resources to produce the event

• new or relaunched will need more resources

(financial and human) than an event that is well

established in a target market.

• Belch and Belch (2004) sets a spending limit and

the event marketer then constructs an integrated

marketing communications plan that may or may

not achieve the event’s marketing objectives using

the resources allocated

budget for promotion is set at x per cent of

the forecast revenue

advantage of providing stability to the event

as the resources allocated to promotion

should be commensurate with the return.

what other similar events spend on IMC and

then base their promotional spend on this

figure

Establishing objectives

1. Every household in Pittwater to receive information about festival

at least three times – reach (all Pittwater household) and

frequency (three times)

Determine tasks to achieve objective

1. Letter box drop of flyer containing details and elements of festival done

by volunteers

2. Three quarter-page advertisements in local newspaper (Manly Daily, a

sponsor of the event)

3. Minimum of three stories in the Manly Daily about aspect of event -

publicity

Calculate approximate costs of task

1. Print 3000 single page, double-sided flyers – approx. $1000

2. Advertisement - $1500 (reduced sponsorship rate)

IMC Budget

$2500

Identify elements that require promotion from

the proposal through the final evaluation.

Develop strategies for allocating scarce event

promotion resources with efficient methods.

Identifying promotion partners to share costs.

Target your promotion to the market segments

that will support your event.

Measure and analyze your promotion efforts

throughout the campaign to make corrections as

required.

NO TYPES QUANTITY PRICE PER

UNIT (RM)

TOTAL

1 Brochure

5, 0001.45 7, 250.00

2 Flyers

5, 0000.50 2, 500.00

3 Invitation Card

2002.50 500

NO DURATION

(Sec)

PACKAGE RATE/ MONTH

12 SCREEN

(RM)

1 10 47, 000

2 15 67, 000

3 20 82, 000

NO Time30 sec

(RM)

Promotion per

minute (RM)

1 6.00 am - 9.00 am 180 105.00

2 9.00 am - 12.00 pm 150 87.50

3 12.00 pm - 3.00 pm 120 70.00

4 3.00 pm - 6.00 pm 150 87.50

5 6.00 pm - 9.00 pm 120 70.00

6 9.00 pm - 12.00 am 90 52.50

7 12.00 am - 6.00 am 40 23.33

NO TYPES OF PUBLICITY RATE (RM)

1 Full page with color 5, 000

2 Advertorial on Event

(Write about event)

27, 000

In any event, need to plan and budget the cost which will incur

For Matta Fair, example a travel agent has to consider such as:

a. Booth decoration / layout/ design

b. Furniture – chairs, tables

c. Electrical connections with contractor – PICO

d. Marketing promotions

f. Man power / allowances / meals

g. Transportation

h. Internet connections / terminals – Amadeus / Abacus / Galileo

i. misc

Each department has been given sales target

Must at least break even or higher profit

Profit margin very minimal, about 5%

To do a study after matta, the nett sales after

deducting the budget given

International Event Management - Dr

Lim\assignment 4\Triway 6x15m r3.pdf

Participation in an International Exhibition

Matta Fair - promoting Malaysia

destination as well overseas. In addition,

it can be consider as domestic

promotion.

Example of International Exhibition are :

-Arabian Travel Mart

-International Tourismus Borse (ITB)

-World Travel Mart

Distribution of Goodies

Airport, travel agent and corporate

Malaysia event calendar, broacher of event

and destination, poster, sticker, and lapel

pin.

Quizzes about tourism

• Collaboration with International Agencies

Airline such Mas, Air Asia, Qatar Airline,

Singapore Airline, Emirate and European

countries.

Travel agent can provide a good package to

visite Malaysia.

Distribution of information about Color of

Malaysia, Flora Fest, Le Tour de Langkawi

and others tourism and cultural event should

be correct.

• International Advertising

create atmosphere of the event among

tourists

create tourist awareness and attention

identify the potential market

advertising of the event basically will be

done one year ahead

billboard, internet online, magazine such as

Reader Digest and Media mass such as CNN,

Discovery Channel, and Discovery Travel &

Living.

• Hospitality Program

Organizing Mega Familiarization Tour (Mega

Fam)

Event such Sarawak World Rain Forest,

Penang World Music Festival, International

Water Festival as well others destination in

Malaysia.

Briefing and talk about our products to the

agencies such as corporate, travel agent,

hotel and airlines.

Minister Visit

tourism and investment collaboration.

The collaboration with tourism agencies help

to promote Malaysia as the best destination

that must visit.

• Public Relation

In Malaysia public relation will networking with

press and media in distributing the information.

The international level, the networking is plan:

-Campaign and event

-celendar of event

-website,

-networking with corporate body

-tourism competition which relate to Malaysia

destination.

• Events are like services; they are distinctly

different from industrial product’s.

• some of their special features

a) intangibility

- Customers feel the benefits and the

enjoyment, but they can’t touch the event

b) Perishability

- The fun is transitory; it is rare to have lasting

evidence of the event

c) Inseparability

- Customers associate one event with the next;

they identify with the organizing agency’s

reputation for quality

d) Consistency

- Customers demand consistency and it is

important to achieve it

e) Lack of ownership

- Events don’t belong to anyone but they are

temporarily enjoyed by many

• SWOT analysis

- Findings the strengths, weaknesses,

opportunities and threat

- Event strength and weaknesses table

- Event opportunities and threat

S = Strenghts

1. Strong funding Internal

Existing

conditions

Future/predictiv

e conditions

2. well-trained staff Internal

3. Event well respected by media External

W = Weaknesses

1. Weak funding Internal

2. Few human resources Internal

3. Poor public relations history External

O = Opportunities

1. Simultaneous celebration of a

congruent event

External

2. Timing of event congruent with

future budget allocation

Internal

T = Threats

1. Weather External

2. New board of directors leading this

event

Internal

• Logo

- An appropriate logo can be a crucial part of any public image

- A good logo should:

a) Reflect the event

b) Pass on what it is about

c) Be attractive and eye-catching

d) Portray an event image

e) Give relevant messages

f) Be colorful (preferably)

• Mascot

- A mascot can help to promote the event in various ways, especially with certain target groups

• Advertising

- Well-targeted, cost effective advertising

can make the difference between success

and failure

• Media Relation and Publicity

- A well-planned publicity campaign should

run alongside any advertising campaign

Strength - People already know MATTA Fair

Weakness - Traffic congestion

Opportunity - Fully support from government

Threats - Weather, H1N1

• Promotion as Integrated Marketing Communication

(IMC)

• Organizing MATTA Fair as an international event

• Promotion before, during and after for the events

• Feedback of the events

• Allocating right amounts or resources at the right

time

• Successful of the events