TOURISM MARKETINGPRESENTATION

(V MODULE)

Shibin Nazeem Mohammed Ashfaque

Ahamed FayezJipson JohnRanjith P.R

Hari Prasad V.B

TopicsCommunication Mix• Definition• Components• Characteristics• In tourism & travel marketPublic Relations• Meaning• Significance• Methods & techniquesRole of various promotional units & their specificstrategies in developing international tourism in india.

COMMUNICATION MIX

The communication mix, also called promotion mix, has six major elements (or tools or

channels), viz., advertising, sales promotion, events & experiences, public relations, personal

selling and direct marketing

Which tool or tools should be used or the nature of the mix is determined by the marketing

environment and the company’s objectives and resources.

COMMUNICATION MIX

Definition: “ the range of approaches and expressions of a

marketing idea developed with the hope that it be effective in conveying the ideas to the diverse population of people who receive it.”

Components of Communication Mix

Advertising

“Advertising is any paid form of non personal presentation and promotion

of ideas, goods, or services by an identified sponsor.”

Print and broadcast ads PackagingMotion picturesBrochures & bookletsPosters & leaflets

DirectoriesDisplay signsAudiovisual materialSymbols & logosVideotapes

Sales Promotion

Sales promotion is a variety short-term incentives to encourage trial or purchase of a product or service

Contests, games, lotteries Premiums & giftsSamplingFairs & trade shows

ExhibitsDemonstrationsEntertainmentContinuity programs

Events and Experiences

Events and experiences are Company sponsored activities and programs designed to create daily or special

brand related interactions.

SportsEntertainmentFestivalsArts

CausesFactory toursCompany museumsStreet activities

Public relations & Publicity

Public relations &publicity- A variety of programs designed to promote or protect a company’s image or its

individual products .

Press kits SpeechesSeminars

Annual reports Company magazine

Charitable donationsPublicationsCommunity relationsLobbyingIdentity media

Personal Selling

Personal Selling- Face to face interaction with one or more prospective purchasers for the purpose of making presentations,

answering questions, and procuring orders .

Sales presentations SamplesFairs and trade Sales meetingsIncentive programs Shows

Direct Marketing

Direct marketing uses direct communication with consumers to

generate a response in the form of an order, a request for further

information, or a visit to a retail outlet.

Catalogs Fax mail Telemarketing Mailings Electronic shopping E-mail

Voice mail

Characteristics of

Communications Mix

Advertising-

Pervasiveness: permits the seller to repeat the message may times. It also allows the buyer to receive and compare the message of various competitors. Large scale advertising says something positive about the seller size, power and success.

Amplified Expressiveness: Advertising provides opportunities for dramatizing the company and its products through the art full use of print sound and color.

Impersonality: The audience doesn’t feel obligated to pay attention or respond to advertising. Advertising is a monologue In front of , not a dialog with the audience.

Sales Promotion-

Communication- They gain attention and may lead the consumer to the product.

Incentive- They incorporate some concessions, inducements, or contribution that gives value to the customer.

Invitation- They include a distinct invitation to engage in the transaction now.

Events & Experiences-

Relevant- A well chosen event or experience can be seen as highly relevant as the consumer gets personally involved.

Involving- Given their live, real-time quality, consumers can find events and experiences more actively engaging.

Implicit- Events are more of an indirect “soft –sell”.

Public Relations & Publicity

High credibility- New stories and features are more authentic and credible to readers than ads.

Ability to catch buyers off guard- Public relations can reach prospects who prefer to avoid salespeople and advertisements.

Dramatization- Public relations has the potential for dramatizing a company or product.

Personal selling-

Personal interaction- Personal selling involves an immediate and interactive relationship between two or more persons. Each party is able to observe the other’s reactions .

Cultivation- Personal selling permits all kinds of relationships to spring up, ranging from a matter-of-fact selling relationships to deep personal friendship.

Response- Personal selling makes the buyer feel under some obligations for having listened to the sales talk.

Direct Marketing-

Customized- The message can be prepared to appeal to the addressed individual.

Up-to-date- A message can be prepared very quickly

Interactive- The message can be changed depending on the person’s response

Communication Mix in

Tourism and Travel market

Advertisement

• Framing objective

•Target audience

•Period the campaign should last

• Scope i.e. National, Regional,

International

•Media to be used

• Best timing & frequency

• Cost effectiveness

Sales promotion

•Inform prospective customers

about product or producer.

• changes in the product

• Generate interest in the offer

•Persuade prospective customers to try

the product.

• Persuade existing customers to

continue the use of product

Events & Experiences

Promotion may be of:

• Country as a whole;

•Specific destinations and locations,

•Specific activities or services,

•Tour packages, &

•Accommodation/Food, etc

Main 5 decisions to be made in promotion planning

•Objective of promotion

•Choice of mix

•Selection of media

•Formulating the message

•Timing and intensity of the campaign

Public Relations & Publicity

•Journals/Newsletters,

•Sponsorship of activities,

•Interest group meeting, etc.

PR efforts are aimed at shifting people

Towards:

•Sympathy from hostility

•Acceptance from prejudice,

•Interest from Apathy

•Knowledge from ignorance

Personal Selling

•Find prospects

• Qualify the prospects

•Approach the qualified prospect by fixing

up appointments for presentation.

•Make presentation to the prospect and get

him interested to try the product

•Close the sale, that is, make the customer

buy.

•Provide after sale service

Direct Marketing• Aimed at directly at an identified person

• Direct marketing is interactive

• Makes use of a customer database

Public Relations

Significance of Public Relations

Firms are using PR in new and different ways to create visibility and image for a brand by getting people to “talk” about the brand.

Targeting professionals (doctors, therapists, lawyers, accountants, etc.) with positive PR messages with goal of having these “professionals” influence their clients attitude toward a brand.

“Seeding the conversation” between the professionals and

their clients.

Tactics include trade show displays, direct mail communications, and personal selling calls.

Methods and Techniques of

Public Relations

Public Relations Methods

Public relations Techniques

Public relations activities

-Role of various promotional units & -their specific strategies in developing

international tourism in INDIA

Importance of front-line Sales

Critical Mass

Turn negatives into Positives

Be Unique

Telling Stories

Four-time rule

Marketing vs Product development

Selling the Experience

Branding

WOW Photography

Close the Sale

Public Relations

Effective Web sites

Frequency in Advertising

Thank YOU