Lecture 7 for the Subject Tourism Marketing for the College of International Travel and Hospitality Management of the Lyceum of the Philippines Cavite for the Second Semester of Academic Year 2015-2016.

1. Communicating with and
Influencing Consumers
(created July 2015)

2. Unit topics
• Marketing Communications
• The growth and role of information and
communications technology
• The communication process
• Promotional and communication mix
• Brochures, print, and other non-electronic
information

3. Marketing communications is essentially a part of the
marketing mix.
The marketing mix defines the 4Ps of marketing and
Promotion is what marketing communications is all
about.
It is the message your organization is going to convey
to your market. You need to be very particular about
different messages you are going to convey through
different mediums.
Marketing Communications
defined

4. Image Source: http://tra360.com/wp-content/uploads/2013/06/NewSlide-
MarketingCommunications.jpg

5. 5

6. ICT defined
• ICT is a deliberately broad term to encompass
any technology that helps to gather, store,
analyze, communicate and disseminate
information.
• ICT was the first used to speed up the
processing and communication of information
within companies, then between the company
and its trade partners, and more recently
between the company and its end-user
customers

7. Uses of ICT
✓ B2B (business to business)
✓ B2C (business to consumer)
✓ C2B (consumer to business)
✓ C2C (consumer to consumer)

8. The evolution of ICT
• How it used to be before ICT
• Data processing
• Management information
• Internal networks
• Call centers

9. The evolution of ICT
• External networks
• The World Wide Web
• E-business
• User-generated content

10. How ICT is influencing tourism marketing
• The dominant consumer
- ICT increases the power of the consumer.
- Consumer becoming the dominant partner in the
marketing exchange and companies have to tailor their
products, prices and communication to meet individual
needs
- Freedom of choice
- Tourism statistics show a faster growth of
independently crafted holiday compared with package
holidays

11. The impact of ICT on the marketing mix
• Product
- ‘Virtual experiential marketing’
• Pricing: Prices become more transparent.
• Place or distribution: speeding up the process by
eliminating the need to send documents by posts
• Promotion: Online promotion has the advantages of
being instantaneous, interactive and permission-based.

12. The impact of ICT on the marketing mix
Digital
Marketing
Product
Digital
Customize
Individual
Price
Dynamic
Transparent
Flexible
Permission-based
Interactive
Instantaneous
Promotion
New-channels
Global
Virtual
Place
Figure 5.1 The impact of ICT on the marketing mix
Source: Middleton, V.T.C., Fyall, A., Morgan, M. & Ranchhod, A. (2009). Marketing in Travel
and Tourism (4th ed.). Butterworth-Heinemann.

13. The website
as the center
of the marketing
communication
mix
• Virtual
Information
Space
• Virtual
Communication
Space
• Virtual
Distribution
Space
• Virtual
Transaction
Space

14. The Uses of Website for
Marketing
✓ The basic use of a website is as a source of
information, a kind of online advertisement or
brochure.
✓ Making a transaction; placing an order and
making payment
✓ Music or video files
✓ Provide downloadable confirmations, tickets or
vouchers

15. The Uses of website for Marketing
• Attracting people to the website
- Pull
- Investing in TV and press advertising
- Display advertising on other websites: banners or
pop-ups
- ’Affiliate marketing’
• Search engine marketing
- Develop links from relevant sites in order to
improve the page ranking
- Pay the search engine company
- Have an easily remembered website address

16. What make an effective website ?
• Does it have the content that our customers are
looking for ? Is the information relevant and up to
date ?
• Can users navigate around the site easily to reach
what they need ? A guideline often used is that it
should never take more than three clicks from the
homepage to reach the relevant information ?
• Is the page designated to make information and links
easy to understand ? Or do design features and
animations distract from the content ?

17. What make an effective website ?
• Will visitors enjoy the site and want to return ?
Does it ‘speak the same language’ as the users
and share their sense of humor ?
Does it need to entertain and inform them ?
• What level of interaction is needed ?
Should visitors be able to e-mail questions, place
orders or make comments on a message board ?

18. Barriers to the growth of e-tourism
A number of factors still inhibit the adoption of the
internet as the main channel for tourism marketing and
sales.
• Security of transactions
• How far consumers will trust a company they know only
from its website?
• Too much choice can be bewildering and stressful,
internet search may result in ‘information overload’

19. 19

20. 2020
Communication Process
http://image.slidesharecdn.com/communicationconcepts-101013210554-
phpapp01/95/communication-concepts-4-728.jpg?cb=1287003992

21. 2121
Promotional & Communication Mix
http://images.flatworldknowledge.com/cadden/cadden-fig07_008.jpg
To read the definition
of each item please
proceed to:
http://
catalog.flatworldknow
ledge.com/bookhub/
reader/2861?
e=cadden_1.0-
ch07_s08
or this site
http://
www.themarketingguy
whodrivessales.com/
crashcourse/
promix.htm

22. 22http://agp-inc.com/wp-content/uploads/2012/07/integrated.jpg
Communications work best when they work together.

23. 23
Image Source: http://research-methodology.net/wp-content/uploads/2013/06/
Integrated-Marketing-Communications.jpg

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Brochures, Prints &
other Non-electronic
Forms

25. Information materials are part of marketing
communications. They may be defined as
comprising any form of printed or electronic
information materials, paid for out of marketing
budgets and designed to create awareness among
existing and prospective customers, stimulate
interest in and demand for specified products, and/
or facilitate their purchase, use and enjoyment.
Defining Information
Materials

26. Types of printed material used in marketing travel and tourism
➢ Promotional print
● Tour operator’s brochures
● Hotel, holiday center, caravan park, campsite, and other accommodation brochures
● Conference center brochures
● Specific product brochures
● Attraction leaflets
● Car-rental brochures
● Sales promotion leaflets
● Posters/show cards for window and other displays in distribution networks
● Tourist office brochures
● Printed letters/inserts for direct mail

27. ➢ Facilitation and information print
● Orientation leaflets/guides (attractions)
● Maps
● ‘In-house’ guides and magazines
● Menus/tent cards/show cards/folders, used
‘in-house’
● Hotel group (and equivalent) directories
● ‘What’s on’ leaflets
● Timetables produced by transport operators

28. The marketing role of information
materials
● Information materials are used as product substitutes.
● Information materials may be used to respond to enquiries
generated by advertising campaigns or to trigger recall
of advertising messages at the point of sale.
● Information materials provide reassurance and a tangible
focus for expectations.
● There is a powerful incentive to distribute information
materials that reduce customer contact time.
● Information materials serve both facilitation and sales
promotion and merchandising roles.

29. The multiple purposes of information
materials
● Creating awareness
● Promotional – message/symbols/branding and
positioning
● Promotional – display/merchandising
● Promotional – incentives/special offers
● Product substitute role
● Access/purchasing mechanism
● ‘Proof’ of purchase/reassurance
11/14/12

30. The multiple purposes of information
materials
• Facilitation of product use and information
• To promote awareness and use of ancillary services/
products
• To assist customers to get the most value out of their
purchase and enhance satisfaction
• To feature special offers (sales promotion)
• To provide basic information which may be useful
• To influence customer behavior and encourage them
to spend
• Providing education: making people more aware of
the products they use and the places they visit

31. Stages in producing effective information material
1. Determining the size, profile and needs of the
target audience
2. Marketing strategy, branding and positioning
3. Paper quality, choice of colors, density of
copy, graphics and the style and density of
photographs
4. Specifying brochure/website objectives
5. Deciding the method of distribution
6. Creative execution
7. Timing

32. Distributing information to target
audiences
• In practice, the most important design consideration
for any information is how it will reach its intended
target audience.
• For distribution away from owned premises, there are
several options for getting print into the hands of
prospective buyers.
>> Advertisements carrying coupons to be completed by those requiring information
>> Cards or other inserts into press and magazine media, which are an alternative
form of media space
>> Direct mail to loyalty club members and other previous c u s t o m e r s , u s i n g o w n
databases and names and address bought for the purpose from a list broker

33. >> Direct distribution on a door-to-door basis in
targeted residential areas
>> Distribution via retail travel agencies
>> Distribution via tourist information centers and
public libraries
>> Distribution via relevant third parties
>> Collaborative distribution via marketing
consortia and trade associations
>> Distribution via websites that offer e-mail
addresses or call center numbers as the means to
access printed materials or provide pages that can
be downloaded at home

34. Distributing information to target audiences
Exhibition
• Exhibitions play an important part in tourism
marketing, and are a major outlet for brochures and
leaflets
• The unique advantage of an exhibition as a promotional
medium is that it has a self-selecting audience
• An organization should examine the costs, the coverage
obtained and the context in which their stand will be
seen
• The results of attending the exhibition should be
carefully monitored both in terms of the initial contacts
made and the business that resulted

35. Evaluating the results of information distribution
• To choose between the customer appeal of alternative
cover designs and content.
• To measure the results of ‘split-runs’, in which two
different brochure formats are distributed to matched
samples of target recipients, and the volume of booking
compared
• To measure customers recall, use and evaluation of
brochures through ad hoc telephone or postal surveys of
brochure recipients identified, for example, from
completed coupons included in advertisements
• To measure customer recall, use and evaluation of brochure
in brief surveys conducted, for example, at reception desks
when customers arrive on a producer’s premises or site

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References
http://www.managementstudyguide.com/marketing-communications.htm