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DMAI Fundamentals - Chapter 3 - Marketing
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DMAI Fundamentals - Chapter 3 - Marketing


Chapter by chapter slides based on "Fundamentals of Destination Management and Marketing," provided by Destination Marketing Association International in cooperation with American Hotel & Lodging …

Chapter by chapter slides based on "Fundamentals of Destination Management and Marketing," provided by Destination Marketing Association International in cooperation with American Hotel & Lodging Association Education Institute.

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  • 1. © 2005, Educational InstituteChapter 3MarketingFundamentals of Destination Management and Marketing(323TXT)
  • 2. © 2005, Educational InstituteTraditional Components ofMarketing• Consumer research• Price• Product development• Packaging• Distribution• Promotion• Advertising• Point of sale
  • 3. © 2005, Educational InstituteThe Consolidated ApproachConsolidated marketing efforts by a variety ofstakeholder businesses and organizationsresult in greater strength, unity, and leveragedresults for everyone.
  • 4. © 2005, Educational InstituteThe AIDA Principle• The process of influencing consumers tovisit a destination through marketingefforts related to:• Awareness• Interest• Desire• Action
  • 5. © 2005, Educational InstituteSuccessful 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. © 2005, Educational InstituteMarket and Marketing Research• Market research quantifies and values theeconomic impacts of tourism to a community.• Marketing research identifies consumers basedon demographic and psychographic profiles.
  • 7. © 2005, Educational InstituteMeeting 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. © 2005, Educational InstituteBranding, Positioning, and ThemeDevelopment• The brand is a collection of perceptions in themind of a visitor—the psychological, emotional,and motivational link between the customer andthe 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. © 2005, Educational InstituteBranding through Theme DevelopmentTheme lines can galvanize community tourisminterests and increase customer awareness ofand interest in the destination.• Develop a clearly defined priority ofmessages.• Test messages via customer focus groups.• Craft messages for use in ongoingcommunications.• Devise creative strategies and platforms.
  • 10. © 2005, Educational InstituteMeetings Market Theme Considerations• Wrap the destination’s physical attributes into thepositioning statement and leisure tourism benefits.• Planners choose destinations based on their uniqueappeal once they are satisfied that physical needscan be met.• Remember that meeting delegates are leisuretravelers as well.
  • 11. © 2005, Educational InstituteThe Marketing PlanOutlines the best business approach to fulfilling theCVB’s mission.• Plan Parameters: strategic direction/detailed plansfor successo Forecast specific resultso Foster team spirito Create purpose• Goal-setting: staff should be encouraged todevelop measurable objectives
  • 12. © 2005, Educational InstituteMarketing 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. © 2005, Educational InstituteMarketing Plan Elements• Executive summaryo Distills the plan down to a few pages• Introductiono Includes the marketing mission, visioning process,and value statements• Destination marketing processo Explains how new business will be attracted to acommunity• Highlightso Includes major quantifiable goals to be achieved
  • 14. © 2005, Educational InstituteStrategic Planning• Community-wide initiative for long-range goalsthat 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. © 2005, Educational InstituteMarketing Tools• Market research• Advertising• Media publicity• Direct mail• Collateral materials• Trade shows• Site inspections• Internet initiatives• Special events• Familiarization tours• Sales calls
  • 16. © 2005, Educational InstituteAdvertising• Purchase of space or time to get message out• Create advertising that stands out from other ads• Clarify advertising objectives at the start of aproject• Measure return-on-investmento Use conversion analysis to determine howmany people responded to the campaign.
  • 17. © 2005, Educational InstitutePublic 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. © 2005, Educational InstituteCollateral Development• Creative approaches to communication shouldresemble each other as members of acommunications family.• The creative brief guides development of allgraphic 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. © 2005, Educational InstituteWeb Site Marketing and the Internet• Many people now use the Internet for travelplanning rather than motor club magazines,newspapers, or television shows.• Destination Web sites must compete with majoronline travel agents.• Consumers are demanding more from destinationWeb sites.
  • 20. © 2005, Educational InstituteDirect MarketingKeeping in touch with current or potential clientsthrough personal contact or mailings• Implementation outlines• Merchandising marketing efforts and results• Gifts○ Remembrances should be represent thedestination and the image the CVB wants toportray.
  • 21. © 2005, Educational InstituteEvent DevelopmentEvents held for consumers and destination marketingprofessionals are effective marketing tools.• Such events can include gala receptions orconsumer road shows.• Evaluate event effectiveness.• Include guests in the planning process.
  • 22. © 2005, Educational InstituteMeasuring SuccessThree criteria for determining a CVB’s success from amarketing standpoint:1. Delivery of economic development benefits infulfilling its core marketing mission2. Provision of marketing excellence through itsresearch, planning, execution, and evaluations3. Status as a recognized leader in communitytourism efforts