Slide 1: Destination Marketing and Branding
Slide 2: Destination Marketing and Branding
Vrnjacka Banja – Izvor Zivota
November 2005
Programme : Programme Marketing:
Definition
Marketing Mix
Channel to market
Critique
Some examples of good & bad marketing
Branding:
Definition
Some theory
lunch
Making a Marketing Plan
Group work
Presentations of Group Work
Conclusions
Marketing is…………… : Marketing is…………… Creating and keeping customers
Satisfaction of peoples needs and wants
Process of predetermining consumer demand
Process of planning…market research
A central orgsanisational function
Marketing is…………… : Marketing is…………… Marketing is a complex, interactive process between a company and customer; a continuous circular flow. The company constantly tries to find out what the customers want, then it tries to meet their requirements…. (Better than anything or anyone else)!
Marketing not just about promotion : Marketing not just about promotion The Four “P’s of the Marketing Mix
Product
Price
Place
Promotion
Product : Product defining the characteristics of your product or service to meet the need and wants of your customers; (eg features, lifecycle, quality, options, style, guarantees).
Price : Price the price you charge for your product or service to support its positioning in the market place.
Decide on a pricing strategy; eg value for money, premium, competition, credit terms.
Place : Place this refers to the means by which the customer acquires your product; (eg Location, transportation, inventory, distribution)
Promotion : Promotion Marketing and promotions help raise awareness of the product/service.
More & more marketing is based on : More & more marketing is based on …………….CUSTOMER SATISFACTION!
…………….CUSTOMER NEEDS!
…………….CUSTOMER FOCUS!
…………….CUSTOMER SERVICE!
……………CUSTOMER CARE!
……………AND A TOTAL CUSTOMER CULTURE!
In the tourism industry, also : In the tourism industry, also People:
Skilled staff who add to your customers' experience.
People are your first line of public relations
People are your brand
In the tourism industry, also : In the tourism industry, also Process - your systems and infrastructure. The way customers get hold of your product /services or find out about your place.
In the tourism industry, also : In the tourism industry, also Physical Evidence - how your places/ services really benefit and delight the customer/your guests. Eg. the ambience & presentation - factors which make up the "whole" customer experience
Define your Customers : Define your Customers Define your customers. These “target markets” must fit into the tourism potential and existing tourism product. They must fit to each other.
Product Development : Product Development Product /”attractors” must be developed to satisfy the needs, wishes an expectations of the selected target groups
They must conform with international standards & anticipation of trends
This is an ongoing process
Price Policy : Price Policy Price Policy
3 factors influence price:Cost structure (fixed cost, variable cost)
Competition
Demand and expectation of customers
Marketing and Promotion : Marketing and Promotion Materials (brochures, maps, images, CD-Rom, video etc)
Internet, direct marketing
Public Relations (media using television, newspaper, radio etc),
sponsorships, events, journalist’s trips
Advertising
Trade Shows
Distribution/placement : Distribution/placement Internet, online booking etc
Direct selling (telephone/fax/walk in and book)
Distribution over agencies/tour operators, hotel chains
Advertising
Market Research : Market Research Data collection and analysis (statistics, questionnaire)
Analysis of trends
Analysis of competition:
Find out what others do, and examine whether you might do it better. Work out what the customer really wants.
Slide 21: Stand out from the crowd!
The challenge – Welcome to anywhere! : The challenge – Welcome to anywhere!
Slide 23: What is ‘brand’?
Slide 24: What is ‘brand’? Identity
Image
Reputation
Culture People
History
Environment
Advertising
Marketing
Public relations
Your promise Name
Services
Attractions
Pricing
A fish…and fishingA brand is a philosophyBranding is the process by which brands can strengthen, protect and distinguish themselves from the competition : A fish…and fishingA brand is a philosophyBranding is the process by which brands can strengthen, protect and distinguish themselves from the competition
Everything works together : Everything works together Destination
Management
Slide 27: Virtuous circle attract and retain
businesses increase revenues raise awareness and profile attract & retain population Attract visitors more higher paying visitors a
Developing the Brand Strategy : Developing the Brand Strategy Who are the most important people to be motivated by
the planned communication? Priority
markets How will the brand and its destination be seen to stand
out from its competitors? How will the brand and its destination benefit visitors? What values describe how visitors should feel about
the brand and its destination Positioning Image Promise Proposition What is the story…..
Slide 29: What is your brand?
Slide 30: Examples of good
and bad marketing
Channels to market : Channels to market Your messages – telling the stories of your product / business / place – as many times as possible using the most relevant channels to reach your markets;
Channels to market : Channels to market Your audiences – targeting the messages to those people more likely to purchase/visit than others;
Compelling marketing : Compelling marketing Your impact – making sure communications are as memorable and talkable as possible;
Slide 34: Communications Tactics
Who is the target market for the marketing/promotion?
What des the target market already know about the company/service/destination?
What is the image you are trying to create?
Which aspects of the tourism product will attract with target group?
Slide 35: Brochure
Clear structure: each page should have a clear theme
Content - Focus on experience; avoid “manager” pictures; focus on views for resort; in accommodation show typical room with high quality photograph / warm lighting;
1/3 photographs, 1/3 text;
Photo’s are very important to create a positive image; they should be as big as possible, with people, sunshine, activity, animals…not architectural, with empty rooms; you could use or drawings;
Check production quality; picture resolution; color reproduction
Ensure correct translation; General Hints for Marketing Material
Internet and Marketing : Internet and Marketing http://www.zlatibor.co.yu/ Ensure you have a simple and clear site
Not too much text
A picture tells thousand words
Observe the Three Click rule!
Keep it current and correct
Make sure it is easily accessed
It is registered with Search Engines
Make sure it is linked to relevant sites
Communicating with existing customers:
Have a feedback opportunity
Ask permission to contact person
Send offers
Publish comments
Slide 37: General Hints for Public Relations Find one angle for possible stories;
Use Special Events as hooks for the media,
Get to know journalists, participate in famil trips;
Work with Tour Operators and other partners eg transport operators
Slide 38: Advertising
What to include:
Focus on the experience and the values you are communicating, not just your building or the physical things.
Negotiate trial deals with media;
Image quality is vital;
Direct Marketing
Mail out offers to your customer data base;
Past customers; Ask permission to mail;
Potential customers; The Sales Package;
The Marketing Plan : The Marketing Plan A ROAD MAP (GUIDE) TO DEVELOP LOGICAL, WORKABLE, MARKETING STRATEGIES IN A STEP-BY-STEP PROCEDURE TO ATTAIN THE GOALS YOU SET
MARKETING PLAN DEVELOPMENT : MARKETING PLAN DEVELOPMENT Strategy and tactic development
Evaluation and controls
Communicating the plan
The Marketing Plan : The Marketing Plan Situation Analysis: - Assumptions, Sales History and Budget, Review of Strategic Markets, Review of Key Products and Services, Review of Key Territories
"SWOT" analysis (company's strengths, weaknesses, opportunities and threats)
Marketing Objectives
Marketing Strategies
Schedules
Promotion and PR
Performance Indicators
Evaluation and Review Procedures
SITUATION ANALYSIS : SITUATION ANALYSIS SITUATION ANALYSIS
* MARKET NEEDS * COMPETITION * MARKET SIZE
* PRODUCT PRICING * OUTSIDE INFLUENCES
* DISTRIBUTION * MARKET COVERAGE
* MARKETING COMMUNICATION
* MARKETING SUCCESS FACTORS
* MARKETING PROBLEMS/OPPORTUNITIES
* POSITIONING
Slide 43: Working Sessions
Marketing Case Studies
Marketing = Profit : Marketing = Profit ■ TO SUSTAIN LIFE, A BUSINESS MUST PRODUCE PRODUCTS THAT PEOPLE WILL WANT TO BUY AT ADEQUATE PRICES TO PRODUCE A PROFIT!
■ TO PRODUCE PRODUCTS PEOPLE WILL BUY, AND CONTINUE TO BUY, REQUIRES CUSTOMER FOCUS! (MARKET RESEARCH)
■ THIS IS THE MARKETING RESPONSIBILITY; TO BE CERTAIN OUR PRODUCTS ARE SATISFYING CUSTOMER NEEDS AND WANTS.
■ THUS, BY PRODUCING PRODUCTS THAT SATISFY CUSTOMERS NEEDS AND WANTS, WE CAN SELL AT ADEQUATE PRICES TO PRODUCE PROFIT!
Profit is survival!
Slide 45: Thank You