Unit Topics:
Hospitality and Tourism
The nature of tourism services
Major categories of tourism product and services
Industry Terminology
Tourism Organizations
Learning Objectives:
Define the basics and purposes the nature of travel and tourism and the sectors of the modern visitor economy it supports
Wine tourism - Tourism does sell wine! by Elena Zeni Faye Cardwell
The document discusses wine tourism in the Bardolino region of Italy. It describes the region's wine production details, including its size, number of wineries and bottles produced annually. It then discusses how one winery, Zeni, started offering wine tourism activities in 1984 to boost sales after a methanol crisis reduced wine sales. Over the years, Zeni's wine museum and tourism operations have expanded significantly in size and staff to now attract over 120,000 annual visitors and account for 1/4 of the winery's turnover. The winery promotes its wines and region through the museum, tours, events, social media and other digital channels.
Social media Competitive Analysis for Le MeridienSusanGeorge2
Le Méridien Dubai Hotel and Conference Centre is a luxurious 5-star hotel located next to Dubai International Airport. It offers various dining options like Yalumba, an award-winning restaurant known for its brunches and live music. Other restaurants mentioned are Warehouse, a casual lounge with a garden; The Dubliner's, an Irish pub; and Bebemos, taking inspiration from Spanish cuisine and culture. The document compares the social media presence of these restaurants and their competitors, analyzing metrics like number of followers and type of content posted.
The document discusses the experience economy and niche tourism. It provides an overview of the experience economy framework developed by Pine and Gilmore, which describes how economic value has progressed from commodities to goods and services, and is now focused on experiences. It also discusses different types of niche or specialized tourism such as cultural, environmental, rural, and urban tourism. Examples are given of extreme or high-risk tourism activities.
Social and economic development summit edtedsmeaton
The San Remo Social and Economic Development Program aims to revitalize the local community. There are currently 1700 residents and 17 businesses in San Remo, though several shops sit vacant. The program seeks to reactivate these run-down shops and parks through community engagement activities like painting murals and installing sculptures. It also aims to provide social and economic opportunities for residents through initiatives like a community asset map, time bank, and business forum.
Authentic Irish pubs can be found in just about any city and their success is mostly due to the fact that they offer a small town atmosphere in an urban environment. When you walk into an authentic Irish bars and pubs it is a completely different experience from a regular drinking establishment
Culinary Experiences & Bermuda Restaurant Weeks 2020Glenn Jones
This document summarizes Bermuda's efforts to promote locally sourced food and culinary experiences as part of Restaurant Weeks. It finds that over 67% of recent visitors felt accessing local food was important. Events in 2020 will feature a luxury picnic, slave heritage dinner with Chef Eric Adjepong, and fish fry to close Restaurant Weeks and showcase local cuisine. The goal is to reimagine cultural tourism by highlighting Bermuda's food culture and African diaspora heritage.
The document outlines the key objectives and plans of Inishowen Tourism for 2017 which are: to market Inishowen as a tourist destination and increase visitor numbers and revenue, sustain and grow tourism businesses, improve the visitor experience, build awareness of the Inishowen brand, and plan trade shows and familiarization visits. It also details the 2017 membership packages that provide marketing benefits to tourism businesses in Inishowen to help drive visitors. Businesses are reminded to return their membership booking form by February 21st, 2017 to be included in printed guides for the year.
Unit Topics:
Hospitality and Tourism
The nature of tourism services
Major categories of tourism product and services
Industry Terminology
Tourism Organizations
Learning Objectives:
Define the basics and purposes the nature of travel and tourism and the sectors of the modern visitor economy it supports
Wine tourism - Tourism does sell wine! by Elena Zeni Faye Cardwell
The document discusses wine tourism in the Bardolino region of Italy. It describes the region's wine production details, including its size, number of wineries and bottles produced annually. It then discusses how one winery, Zeni, started offering wine tourism activities in 1984 to boost sales after a methanol crisis reduced wine sales. Over the years, Zeni's wine museum and tourism operations have expanded significantly in size and staff to now attract over 120,000 annual visitors and account for 1/4 of the winery's turnover. The winery promotes its wines and region through the museum, tours, events, social media and other digital channels.
Social media Competitive Analysis for Le MeridienSusanGeorge2
Le Méridien Dubai Hotel and Conference Centre is a luxurious 5-star hotel located next to Dubai International Airport. It offers various dining options like Yalumba, an award-winning restaurant known for its brunches and live music. Other restaurants mentioned are Warehouse, a casual lounge with a garden; The Dubliner's, an Irish pub; and Bebemos, taking inspiration from Spanish cuisine and culture. The document compares the social media presence of these restaurants and their competitors, analyzing metrics like number of followers and type of content posted.
The document discusses the experience economy and niche tourism. It provides an overview of the experience economy framework developed by Pine and Gilmore, which describes how economic value has progressed from commodities to goods and services, and is now focused on experiences. It also discusses different types of niche or specialized tourism such as cultural, environmental, rural, and urban tourism. Examples are given of extreme or high-risk tourism activities.
Social and economic development summit edtedsmeaton
The San Remo Social and Economic Development Program aims to revitalize the local community. There are currently 1700 residents and 17 businesses in San Remo, though several shops sit vacant. The program seeks to reactivate these run-down shops and parks through community engagement activities like painting murals and installing sculptures. It also aims to provide social and economic opportunities for residents through initiatives like a community asset map, time bank, and business forum.
Authentic Irish pubs can be found in just about any city and their success is mostly due to the fact that they offer a small town atmosphere in an urban environment. When you walk into an authentic Irish bars and pubs it is a completely different experience from a regular drinking establishment
Culinary Experiences & Bermuda Restaurant Weeks 2020Glenn Jones
This document summarizes Bermuda's efforts to promote locally sourced food and culinary experiences as part of Restaurant Weeks. It finds that over 67% of recent visitors felt accessing local food was important. Events in 2020 will feature a luxury picnic, slave heritage dinner with Chef Eric Adjepong, and fish fry to close Restaurant Weeks and showcase local cuisine. The goal is to reimagine cultural tourism by highlighting Bermuda's food culture and African diaspora heritage.
The document outlines the key objectives and plans of Inishowen Tourism for 2017 which are: to market Inishowen as a tourist destination and increase visitor numbers and revenue, sustain and grow tourism businesses, improve the visitor experience, build awareness of the Inishowen brand, and plan trade shows and familiarization visits. It also details the 2017 membership packages that provide marketing benefits to tourism businesses in Inishowen to help drive visitors. Businesses are reminded to return their membership booking form by February 21st, 2017 to be included in printed guides for the year.
2017 Marketing Inishowen ~ Inishowen Tourism. ITS is creating & sharing quality digital content, on a constant basis, to drive engagement to ITS members.
ITS have built a content schedule to provide a mix of Articles to complement the visitor's journey. Food, Wildlife, Walks, Arts, Landmarks, Stories & Experiences help guide visitors when planning Inishowen trips.
This document summarizes differences between Old World and New World wine production. It discusses how Old World wines focus on quality, family vineyards, and regional traditions, while New World wines emphasize large-scale production, technology, branding and marketing. It provides examples of California pioneers like Robert Mondavi who brought a New World, science-based approach. It also summarizes the influential 1976 Judgment of Paris tasting where California wines bested French wines in a blind tasting.
The document discusses several important parks, landmarks, and cultural sites in Bogota, Colombia. It describes Simon Bolivar Park as the most important park in Bogota, known for hosting events. It also mentions Maloka Science Park, Virgilio Barco Library, Corferias event space, Salitre Magico amusement park, Bolivar Square in the city center representing Bogota's history, Campin Stadium for soccer concerts, Cathedral of Lurdes, Boyfriends Park with lakes and sports, and Chorro de Quevedo historic site.
Grenada AgriTourism Policy Setting Workshop
Policy setting for improved linkages between agriculture, trade and tourism: Strengthening the local agrifood sector and promoting healthy food in agritourism.
Workshop organised by the Government of Grenada
In collaboration with OECS, CTA, IICA,
Radisson Grenada Beach Resort, Grand Anse, St. George, Grenada
September 17-18, 2019
The document summarizes key insights from consumer research presented to the Australian wine industry. It finds that food and wine is the fourth most important tourism trigger for key markets like Japan, China, the UK, and Germany. However, Australia's positioning around food and wine is unclear and it often plays a support role to other experiences. While wine quality is recognized by visitors, perceptions vary depending on whether consumers have visited Australia. The document outlines opportunities to better promote Australia's food and wine through innovative marketing, technology, and events to drive tourism.
Nom Nom Bakery aims to provide customers with delicious and affordable baked goods in a welcoming environment. The bakery will offer a wide variety of fresh pastries, including multicultural options, using ingredients from local markets. Nom Nom Bakery will benefit the community by providing healthy eating alternatives, supporting local businesses, and sponsoring charitable organizations. The owners have developed a marketing plan targeting various demographics, and they provide financial projections estimating $36,000 in income within the first six months of operation.
This document provides an overview of a study on the place of craft beer in Ireland from a cultural geography perspective. It discusses how craft brewing declined in the 20th century but has recently experienced a boom. The study aims to understand why craft beer has grown in popularity in Ireland and what place means to craft brewers through qualitative interviews and observation of 9 breweries. The themes to be explored include place, identity, tradition, and cultural commodification of Ireland through beer.
This document provides background information and social media profiles for three major pizza chains: Pizza Hut, Papa John's, and Domino's. Pizza Hut has over 1 million followers and focuses on high quality pizza in urban locations. Papa John's was founded in 1984 and has a competitive advantage through affordable prices. Domino's has over 10,000 stores worldwide, frequently updates its menu, and targets lower to middle income customers. All three companies engage customers as creators, conversationalists, and joiners on social media.
The document provides a marketing plan to promote tourism in Camp, Co. Kerry. It recommends increasing localization and diversification by highlighting unique experiences like farms, hiking trails and virtual reality. The plan suggests collaborating with small businesses, improving signage and using social media and a new slogan to attract visitors interested in nature and Irish culture. Challenges include retaining visitors beyond a quick stop, but opportunities exist in experiential activities, events and promoting hospitality through farms and pubs on the Dingle Peninsula.
Bondi australian premium beer trade presenterRoss Bennie
Bondi Australian Beer is a premium session lager brewed in Sydney to an Australian recipe combining barley malt, cereals and aromatic hops. It has a fruity aroma, medium bitterness and clean finish. Named after iconic Bondi Beach, the brand represents a sophisticated yet relaxed Australian lifestyle. Bondi aims to change perceptions of Australian beer and targets young adults with innovative social media campaigns and sponsorships.
The document provides an overview of the 2013 marketing programs and levy benefits for the Finger Lakes Wine Alliance. It discusses the success of 2012 programs, outlines the 2013 board of directors and budget, and details various marketing programs and levy benefits available to wineries including wine submissions, events, tastings, and promotional materials. Wineries can become levy contributors by submitting a worksheet and paying a fee based on their annual case production.
The document proposes a 5-day itinerary to discover the Basque Country that includes visits to Bilbao, San Sebastian, Urdaibai Biosphere Reserve, La Rioja wine region, and Vitoria, featuring local cuisine, attractions like the Guggenheim Museum, and premium hotel accommodations in Bilbao and San Sebastian. The itinerary is designed to introduce visitors to the culture, history, and cuisine of the Basque Country in a short period of time through curated activities and optimal transportation between locations. The travel company provides additional details on destinations, hotels, activities and pricing upon request.
The document proposes creating a food campus bringing together a food hub, food hall, and transitional spaces to promote the local community and economy. The food hub would include a marketplace, kitchen, storage, and demonstration garden for local food producers. The food hall would provide indoor and outdoor gathering spaces for dining with local food vendors and a brewery. Between these would be public plazas and trails connecting to the wetlands to encourage interaction with the local ecology. The transitional spaces would consist of sports fields, an educational wetland trail, event space, and open pavilion to host community activities. The goal is to provide a resilient space for the listed user groups to gather safely.
The document discusses a Heineken campaign to celebrate its 140th anniversary. Heineken constructed an interactive LED screen with 5,000 beer bottles powered by Facebook messages. People were invited to submit photos and messages to the project's Facebook page, which would then be displayed on the bottle wall in Amsterdam. The campaign aimed to create buzz during a festival by engaging people worldwide on social media and geolocating submissions on a world map. The key SOLOMO elements were the social (Facebook) and mobile (Facebook app) components that allowed a local activation (Amsterdam festival) with global participation.
Delonghi is an Italian appliance manufacturer founded in the early 20th century. It has revenues of euros xxxx billion and a brand portfolio including coffee makers, kitchen appliances, and comfort products. Delonghi's vision is to be the global leader in coffee, comfort, and selected kitchen categories by offering innovative home appliances that combine style and performance to appeal to different cultures. The company's brand values emphasize intuition, strength, Italian heritage, and high quality manufacturing.
The document outlines plans to hold the inaugural Pride Pumpkin Festival in East Longmeadow, MA in 2013, with the goal of establishing an annual autumn event that features carved pumpkins, entertainment, crafts and activities. The main goals are to promote the primary sponsor Pride Stores and generate community exposure, customer loyalty and membership in their rewards programs. Details provided include potential activities, sponsors, schedules and locations for festival elements like the pumpkin tower display.
The Guinness Storehouse in Dublin was built in 1904 in the style of Chicago architecture. It consists of seven floors that tell the story and history of Guinness, including the ingredients, brewing process, advertising, and health effects of drinking. On the top floor, visitors can enjoy a complimentary pint of Guinness beer in one of two bars while taking in panoramic views of Dublin.
The document discusses traditional Irish food and eating habits. It includes an interview with Miriam Boylan, a home economics teacher who discusses common ingredients in Irish cuisine like bacon, cabbage, potatoes, fish and seafood. Some traditional dishes mentioned are fish and chips, Irish stew, boxty, and apple pie. The document notes that while families typically eat together for breakfast and dinner, young people often prefer fast food over traditional meals. It also outlines some negative impacts of high alcohol consumption in Irish culture, such as physical abuse and problems at work and home.
The document discusses Tesco's loyalty card program and its focus on customer service, along with information about Yale University's courier service, SSL certificate warranties, and different types of computer program installations.
Dermot Mulligan & Jimmy Murphy on Building A New Brand World at Best of Irish...Post Media
Dermot Mulligan, Marketing Manager at Bord Gais Energy and Jimmy Murphy, Director at Publicis's presentation on their award winning campaign at Best of Irish Breakfast 2016.
2017 Marketing Inishowen ~ Inishowen Tourism. ITS is creating & sharing quality digital content, on a constant basis, to drive engagement to ITS members.
ITS have built a content schedule to provide a mix of Articles to complement the visitor's journey. Food, Wildlife, Walks, Arts, Landmarks, Stories & Experiences help guide visitors when planning Inishowen trips.
This document summarizes differences between Old World and New World wine production. It discusses how Old World wines focus on quality, family vineyards, and regional traditions, while New World wines emphasize large-scale production, technology, branding and marketing. It provides examples of California pioneers like Robert Mondavi who brought a New World, science-based approach. It also summarizes the influential 1976 Judgment of Paris tasting where California wines bested French wines in a blind tasting.
The document discusses several important parks, landmarks, and cultural sites in Bogota, Colombia. It describes Simon Bolivar Park as the most important park in Bogota, known for hosting events. It also mentions Maloka Science Park, Virgilio Barco Library, Corferias event space, Salitre Magico amusement park, Bolivar Square in the city center representing Bogota's history, Campin Stadium for soccer concerts, Cathedral of Lurdes, Boyfriends Park with lakes and sports, and Chorro de Quevedo historic site.
Grenada AgriTourism Policy Setting Workshop
Policy setting for improved linkages between agriculture, trade and tourism: Strengthening the local agrifood sector and promoting healthy food in agritourism.
Workshop organised by the Government of Grenada
In collaboration with OECS, CTA, IICA,
Radisson Grenada Beach Resort, Grand Anse, St. George, Grenada
September 17-18, 2019
The document summarizes key insights from consumer research presented to the Australian wine industry. It finds that food and wine is the fourth most important tourism trigger for key markets like Japan, China, the UK, and Germany. However, Australia's positioning around food and wine is unclear and it often plays a support role to other experiences. While wine quality is recognized by visitors, perceptions vary depending on whether consumers have visited Australia. The document outlines opportunities to better promote Australia's food and wine through innovative marketing, technology, and events to drive tourism.
Nom Nom Bakery aims to provide customers with delicious and affordable baked goods in a welcoming environment. The bakery will offer a wide variety of fresh pastries, including multicultural options, using ingredients from local markets. Nom Nom Bakery will benefit the community by providing healthy eating alternatives, supporting local businesses, and sponsoring charitable organizations. The owners have developed a marketing plan targeting various demographics, and they provide financial projections estimating $36,000 in income within the first six months of operation.
This document provides an overview of a study on the place of craft beer in Ireland from a cultural geography perspective. It discusses how craft brewing declined in the 20th century but has recently experienced a boom. The study aims to understand why craft beer has grown in popularity in Ireland and what place means to craft brewers through qualitative interviews and observation of 9 breweries. The themes to be explored include place, identity, tradition, and cultural commodification of Ireland through beer.
This document provides background information and social media profiles for three major pizza chains: Pizza Hut, Papa John's, and Domino's. Pizza Hut has over 1 million followers and focuses on high quality pizza in urban locations. Papa John's was founded in 1984 and has a competitive advantage through affordable prices. Domino's has over 10,000 stores worldwide, frequently updates its menu, and targets lower to middle income customers. All three companies engage customers as creators, conversationalists, and joiners on social media.
The document provides a marketing plan to promote tourism in Camp, Co. Kerry. It recommends increasing localization and diversification by highlighting unique experiences like farms, hiking trails and virtual reality. The plan suggests collaborating with small businesses, improving signage and using social media and a new slogan to attract visitors interested in nature and Irish culture. Challenges include retaining visitors beyond a quick stop, but opportunities exist in experiential activities, events and promoting hospitality through farms and pubs on the Dingle Peninsula.
Bondi australian premium beer trade presenterRoss Bennie
Bondi Australian Beer is a premium session lager brewed in Sydney to an Australian recipe combining barley malt, cereals and aromatic hops. It has a fruity aroma, medium bitterness and clean finish. Named after iconic Bondi Beach, the brand represents a sophisticated yet relaxed Australian lifestyle. Bondi aims to change perceptions of Australian beer and targets young adults with innovative social media campaigns and sponsorships.
The document provides an overview of the 2013 marketing programs and levy benefits for the Finger Lakes Wine Alliance. It discusses the success of 2012 programs, outlines the 2013 board of directors and budget, and details various marketing programs and levy benefits available to wineries including wine submissions, events, tastings, and promotional materials. Wineries can become levy contributors by submitting a worksheet and paying a fee based on their annual case production.
The document proposes a 5-day itinerary to discover the Basque Country that includes visits to Bilbao, San Sebastian, Urdaibai Biosphere Reserve, La Rioja wine region, and Vitoria, featuring local cuisine, attractions like the Guggenheim Museum, and premium hotel accommodations in Bilbao and San Sebastian. The itinerary is designed to introduce visitors to the culture, history, and cuisine of the Basque Country in a short period of time through curated activities and optimal transportation between locations. The travel company provides additional details on destinations, hotels, activities and pricing upon request.
The document proposes creating a food campus bringing together a food hub, food hall, and transitional spaces to promote the local community and economy. The food hub would include a marketplace, kitchen, storage, and demonstration garden for local food producers. The food hall would provide indoor and outdoor gathering spaces for dining with local food vendors and a brewery. Between these would be public plazas and trails connecting to the wetlands to encourage interaction with the local ecology. The transitional spaces would consist of sports fields, an educational wetland trail, event space, and open pavilion to host community activities. The goal is to provide a resilient space for the listed user groups to gather safely.
The document discusses a Heineken campaign to celebrate its 140th anniversary. Heineken constructed an interactive LED screen with 5,000 beer bottles powered by Facebook messages. People were invited to submit photos and messages to the project's Facebook page, which would then be displayed on the bottle wall in Amsterdam. The campaign aimed to create buzz during a festival by engaging people worldwide on social media and geolocating submissions on a world map. The key SOLOMO elements were the social (Facebook) and mobile (Facebook app) components that allowed a local activation (Amsterdam festival) with global participation.
Delonghi is an Italian appliance manufacturer founded in the early 20th century. It has revenues of euros xxxx billion and a brand portfolio including coffee makers, kitchen appliances, and comfort products. Delonghi's vision is to be the global leader in coffee, comfort, and selected kitchen categories by offering innovative home appliances that combine style and performance to appeal to different cultures. The company's brand values emphasize intuition, strength, Italian heritage, and high quality manufacturing.
The document outlines plans to hold the inaugural Pride Pumpkin Festival in East Longmeadow, MA in 2013, with the goal of establishing an annual autumn event that features carved pumpkins, entertainment, crafts and activities. The main goals are to promote the primary sponsor Pride Stores and generate community exposure, customer loyalty and membership in their rewards programs. Details provided include potential activities, sponsors, schedules and locations for festival elements like the pumpkin tower display.
The Guinness Storehouse in Dublin was built in 1904 in the style of Chicago architecture. It consists of seven floors that tell the story and history of Guinness, including the ingredients, brewing process, advertising, and health effects of drinking. On the top floor, visitors can enjoy a complimentary pint of Guinness beer in one of two bars while taking in panoramic views of Dublin.
The document discusses traditional Irish food and eating habits. It includes an interview with Miriam Boylan, a home economics teacher who discusses common ingredients in Irish cuisine like bacon, cabbage, potatoes, fish and seafood. Some traditional dishes mentioned are fish and chips, Irish stew, boxty, and apple pie. The document notes that while families typically eat together for breakfast and dinner, young people often prefer fast food over traditional meals. It also outlines some negative impacts of high alcohol consumption in Irish culture, such as physical abuse and problems at work and home.
The document discusses Tesco's loyalty card program and its focus on customer service, along with information about Yale University's courier service, SSL certificate warranties, and different types of computer program installations.
Dermot Mulligan & Jimmy Murphy on Building A New Brand World at Best of Irish...Post Media
Dermot Mulligan, Marketing Manager at Bord Gais Energy and Jimmy Murphy, Director at Publicis's presentation on their award winning campaign at Best of Irish Breakfast 2016.
The document discusses how direct mail can effectively engage multiple human senses to create memorable brand messages. It provides examples of 5 direct mail pieces sent over 5 weeks, with each piece targeting a different sense: touch, sight, taste, sound, and smell. The document advocates that engaging multiple senses increases brand impact and engagement by 70% compared to messages that only engage 1-2 senses. It aims to demonstrate how direct mail can uniquely appeal to all human senses through interactive sensory challenges included with each mailing.
The document discusses a direct mail campaign by Neopost, a market leader in franking machines, to target customers of its main competitor. It aimed to drive benefits of switching to Neopost, stand out with creative impact, reach the right recipients, and generate a positive response. Neopost analyzed its database, identified 3,500 competitor customers, surveyed them on issues, and developed a creative theme addressing key pain points. The campaign achieved a 3.3% response rate, 50% above target, generating initial sales of €37k, over 50% above projections and an ROI over 150%
Customer loyalty is a strategic priority for many Irish businesses this year; that’s why An Post has launched a superb new resource, the Direct Debate. This portal will let you share your views on loyalty and put the best tools, case studies, and practical advice to work for your business. It’ll grow to become a one-stop shop for the strongest research, brilliant ‘how-to’ guides and fresh perspectives. And it’s all yours, for free.
On the 1st May, we invited Paul Candon, the Marketing and Corporate Services Director of Topaz and Leanne Papaioannou, Managing Director of Chilli Pepper Marketing to share their Loyalty perspectives.
Topaz recently launched 'Play or Park' a new loyalty game that aims to give Topaz a keen competitive edge. The results to date are staggering, even in its first few weeks.
Attendees heard about the Topaz loyalty journey, why loyalty is considered a competitive advantage, and what it takes to get a loyalty programme off the ground.
Find out all you need to know about loyalty now at anpost.ie/directdebate.
O2 ran a direct mail campaign targeting prepay customers who had not used their phones in a designated period to encourage them to start using their phones again. The campaign offered €20 in free credit to incentivize customers and included the recipient's name for personalization. It achieved a 14% response rate, showing that a targeted offer with a call to action and time limit can boost customer retention in a competitive telecommunications market.
Local Marketing: If Removed Could be FatalPost Media
On behalf of An Post’s Mail Media Unit,
Amárach carried out an examination
to test the differences in attitudes
and media consumption between
Irish and UK consumers.
The results were a real eye-opener
Chilli Pepper Marketing - Loyalty presentationPost Media
Customer loyalty is a strategic priority for many Irish businesses this year; that’s why An Post has launched a superb new resource, the Direct Debate. This portal will let you share your views on loyalty and put the best tools, case studies, and practical advice to work for your business. It’ll grow to become a one-stop shop for the strongest research, brilliant ‘how-to’ guides and fresh perspectives. And it’s all yours, for free.
On the 1st May, we invited Paul Candon, the Marketing and Corporate Services Director of Topaz and Leanne Papaioannou, Managing Director of Chilli Pepper Marketing to share their Loyalty perspectives.
From Leanne, attendees found out how to:
• Win customers’ hearts and minds.
• Optimise your loyalty strategy for real results.
• Convert influential customers into brand advocates.
Find out all you need to know about loyalty now at anpost.ie/directdebate.
This document discusses the importance of maintaining a customer database and provides tips for building, populating, and maintaining an effective customer database. It outlines 10 key reasons to have a customer database, including retaining existing customers, building loyalty, and increasing sales. It also discusses potential pitfalls to avoid when gathering customer data and provides an overview of data protection considerations. The overall message is that a well-managed customer database can help businesses improve marketing efforts, increase revenue, and enhance customer relationships.
Nigel Hollis - Marketing in Five DimensionsPost Media
A wonderful presentation on the benefits of appealing to your audience's other senses from the globally revered Nigel Hollis, Chief Global Analyst at Millward Brown.
Ignition - integrated ideas people and SuperValuPost Media
This document summarizes a presentation given by SuperValu about their Real Rewards customer loyalty program. SuperValu analyzed customer purchase data to identify spending segments and targeted each segment with personalized direct mail campaigns offering savings through vouchers. The 2011 pre-Christmas campaign mailed over 1 million customers with over 30 variable offers. It drove a 25% voucher redemption rate and increased sales during a crucial period, exceeding SuperValu's previous best Christmas week. The success of the data-driven direct mail campaigns demonstrated how customer insights can enhance loyalty and drive real business value.
Gary Brown - 'Bold Thinking in Marketing' - 13th March 2014Post Media
The document discusses creating a culture of boldness within a company. It advocates taking bold risks to solve problems, being transparent, and creating remarkable experiences for customers and employees. A culture of boldness requires committing to values like courage, empathy, and growth that will attract talent and strengthen the company's brand.
Grow My Business - Alison Cowzer 'Bake it to Make it'Post Media
This document discusses the plans and goals of a bakery business called East Coast Bakehouse. The bakery aims to produce biscuits in Ireland to meet the €220 million annual market for imported biscuits. The business outlines key ingredients for success including developing a strong team, understanding customer needs, producing quality products, achieving scale, and obtaining funding. It provides details on the leadership team and progress so far, including being a finalist for an Irish food award and developing a marketing plan. The document encourages raising funding by networking, telling their story, and knowing their business metrics.
Grow My Business - Stephen Ryan 'Creating Brand Awareness in a Digital Age'Post Media
The document discusses creating brand awareness in the digital age. It notes that brands face competition both locally and globally online. However, this also presents an opportunity to define your target audience through remarkable ideas. To be effective, brands must identify their target audience and send consistent messaging through the right channels. The author provides an example where they aimed to get influential people in Cork talking about a radio station to create word-of-mouth promotion, or the "sneezers effect." By testing ideas small first, the campaign led to a 16% increase in listeners including more influential listeners.
'New Rules of Communication' Patrick CollisterPost Media
The document discusses how the rules of communication and advertising have changed in recent years. Some of the key points made include:
1. Advertising is no longer controlled by marketers and focused on traditional media - it now involves building brands through advocates on digital channels and user-generated content.
2. Data is now central to communication strategies, and campaigns need to be orchestrated across different channels rather than managed in isolation.
3. Creativity, social sharing of ideas, and connecting with audiences in new ways have become more important than traditional 30-second TV ads.
4. There are now no set rules, and successful communication involves thinking digitally and bringing people together through shared interests and values
Taste of Edinburgh is a food festival that takes place over three days in May in Edinburgh, Scotland. It features 14 top restaurants, demonstrations from famous chefs, and stalls from over 90 food and drink producers. Approximately 25,000 people attend annually, most being affluent adults between 25-54 years old. The event is organized by Stripe Events under a franchise agreement with Brand Events, who operate similar Taste festivals around the world.
This presentation was made by Penny Baker, Chief Executive of Visit Lincolnshire at their Annual 'Success Through Quality' Conference held on Tuesday 23 February, 2010 at the Petwood Hotel, Woodhall Spa, Lincolnshire.
Located on the upper decks of City Centre mall, Afraa is India's largest lounge offering panoramic city views from 180 degrees of windows. The lounge provides a luxurious space for socializing over global cuisine, wines, music, and entertainment or for hosting corporate meetings and board rooms equipped with WiFi. Guests can enjoy signature dishes from expert chefs, a selection of international wines, and a changing colored lighting bar atmosphere.
Svalbard Brewery is the world's northernmost brewery located in the unique natural environment near the North Pole. It uses 2000 year old crystal clear glacier water to craft unique beers and customer experiences. By telling the story of its extreme remote location and sustainable practices, the brewery aims to facilitate social and cultural experiences rather than just sell another beer. It plans to expand distribution in Norway and internationally while maintaining a small local production and visitor center on Svalbard.
Paul Condron - Tennents - Digital Marketing for Garden Parties- Working Digit...NSDesign Ltd
This document discusses Tennent's digital marketing strategy for their involvement with the music festival T in the Park in Scotland. It outlines how Tennent's uses social media, especially Facebook, to build excitement for the festival, engage attendees during the event by sharing content and experiences, and continue conversations after the festival through competitions and sharing performance videos. It also discusses how Tennent's enhances the festival experience through initiatives like their T Break stage for unsigned artists and chilled beer delivery to the campsites.
Italian Special Occasions DMC was founded with a vision to transform the way people travel to Italy and host their events here. We wanted to go away from the mainstream, and instead create an authentic experience for our guests. How did we achieve this? Find out in our Presentation.
Idéa Nordic is a full-service event agency in Denmark that specializes in creating memorable experiences. They were founded in 2015 and have grown to 350 employees who help deliver creative and tailored programs. Idéa Nordic focuses on sustainability and diversity. They have experience producing large-scale events and providing services like transportation, venues, entertainment, and activities. Some potential event experiences they suggest include exploring the hip neighborhood of Nørrebro, immersing in Viking culture, or visiting unique venues like The Krane or Kronborg Castle.
IMI’S SMOKEHOUSE IE – Slideshow 2016 finalNicolette C.
Imi's Smokehouse IE is a family-owned business located in Tallaght Village, Dublin that imports and sells Hungarian specialties ("Hungaricums") like cured meats, pickles, sauces, honey, and confections. The business was started in 2014 and is run by siblings Nicolette and Adam Csanda. A SWOT analysis identified strengths like homemade premium quality products and unique customer service, weaknesses such as delivery fees, opportunities like growing demand and expanding sales channels, and threats from increased competition. The business practices niche marketing targeting the Hungarian, Polish, Lithuanian, and Latvian communities in Ireland.
Presentation by Deidre Luzmore of Luzmore Consulting. Given on 13 February 2012 for the Responsible Cape Town Pecha Kucha, part of Responsible Tourism Week 2012. www.responsiblecapetown.co.za/blog/how-to-use-rt-to-help-your-companys-bottom-line/
5 Overlooked ways RT businesses can help their bottom lineDeidre Luzmore
Presentation by Deidre Luzmore of Luzmore Consulting. Given on 13 February 2012 for the Responsible Cape Town Pecha Kucha, part of Responsible Tourism Week 2012. www.responsiblecapetown.co.za/blog/how-to-use-rt-to-help-your-companys-bottom-line/
Intercontinental Malta - IMEX presentation
5-star hotel Malta
contact details:
InterContinental Malta
St. George’s Bay
STJ 3310 St. Julian´s
Christopher Gingell Littlejohn
Director of Sales & Marketing
Tel.: 00356 2376 5766
Website: www.intercontinental.com/icmalta
E-Mail: christopher_glittlejohn@intercontinental.com.mt
Cynan Jones started the Mushroom Garden in Snowdonia after seeing a mushroom grow in the forest and participating in a mushroom growing project. The Mushroom Garden is a family-run business that produces mushroom-based products, such as mushroom caviar and umami seasoning, which have received awards from the Great Taste Awards. While the Mushroom Garden has found success, Cynan Jones credits support from the Welsh Government, including assistance from the Food Technology Centre, as being important for the business's development and success.
Johnnie Walker is a scotch whiskey brand established in 1820 known for its blending of scotch. Consumers perceive it as sophisticated, elite, and a status symbol. The black label is seen as most prestigious and conveys authority. Younger occasional drinkers care more about taste, while regular drinkers are willing to pay more for the perceived class and experience. Johnnie Walker manages perceptions through education of bartenders, inspiration of drinking styles, and commercialization aligned with luxury trends.
This document provides an overview of an event agency and the types of projects they work on, including celebrations, openings/launches, hospitality, activations, meetings/conferences. It then highlights some specific client projects in more detail, including a Mercedes-Benz launch event with glamping, a Lancome anniversary dinner, a Champagne Taittinger launch, and work with Unilever, Nespresso, and Stockland on various meetings and conferences. The agency aims to bring brand stories to life through tailored events and experiences.
Carrefour Gourmet aims to offer premium quality products with a vast selection, an excellent and unique customer experience, and interactive product information. More than just a supermarket, it seeks to create an authentic culinary experience. It focuses on quality, variety, and satisfying customers who appreciate good food through elegant store design and expert product ambassadors to share knowledge about their creations.
The best live events and experiences surprise and delight.
We ensure everyone attending goes home smiling.
To make sure your experience shines you need bags of creativity. But you also need to be hands-on, to make sure things go as planned.
That’s why SGA fuse creativity with practicality – to ensure any experience that we produce truly reflects your vision.
It’s also why we say we offer Real Imagination. Because we come up with imaginative ideas then make them a reality.
SGA Real Imagination Credentials - LR CS copyMGA Group
Real Imagination is an event production company that has been operating since 2002. They have a solid core team of experts with experience in delivering unique, large-scale, and engaging events. Their goal is to create experiences that surprise and delight audiences through creativity and practical planning.
The document discusses new regulations under the General Data Protection Regulation (GDPR) that will take effect in May 2018. It summarizes guidance available from various data protection authorities on GDPR compliance. Key areas discussed include obtaining valid consent, conducting legitimate interest assessments, ensuring proper documentation, and using different channels like direct mail and email for marketing communications in light of the new consent requirements. Many businesses have yet to fully prepare for the major changes required to comply with GDPR.
Grow My Business - Bernie Kinsella 'Fish Where The Fish Are.'Post Media
We identified our customers' pain points and delivered solutions to address them. By focusing on our customers' needs, we were able to provide sustainable solutions that created value for their business. We took the plunge and launched our new business worldBOX.ie by focusing on our strengths and using customer feedback as opportunities to improve.
Grow My Business - Gary Brown 'Steal like an Artist'Post Media
The document discusses the concept of "stealing like an artist" which refers to improving one's work or ideas by borrowing and adapting concepts from others. It provides examples of how companies have been successful by modifying existing ideas rather than starting from scratch. Methods like SCAMPER are presented which involve substituting, combining, adapting or modifying parts of ideas to generate new innovations. The document advocates for borrowing concepts from other industries or reversing traditional approaches in order to spark creative thinking.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Loyalty & Irish Consumers - An Post Mail Media UnitPost Media
A survey found that 38% of respondents had 1 email account, 30% had 2 accounts, 19% had 3 accounts, and 13% had 4 or more email accounts. The graph shows the percentage of respondents and the number of email accounts they have.
The document summarizes key findings from an Amárach Research report from February 2011 about marketing preferences of young people aged 18-25 in Ireland. The report found that while social media is popular, young people still prefer receiving addressed mail and find it more effective at encouraging purchases and building loyalty than social media advertising. Specifically, 74% enjoyed receiving mail, 42% preferred advertising through mail, and 40% trusted addressed mail more than other forms of marketing.
An Post & DocMorris/Unicare Loyalty BreakfastPost Media
An Post was delighted to welcome Cormac Tobin, managing director of Unicarepharmacies/DocMorris where he shared his company's customer loyalty ethos and how it has resulted in increased sales and attraced 40,000 new members in just 12 months. Direct Mail played a key role in the communications, Cormac shows us how.
If you want to be invited to An Post Breakfast Briefings, email your details to mail.media@anpost.ie
Meteor implemented a loyalty program called the "Meteor Goodie Bag" to reward their higher value prepay customers for regularly topping up their accounts and reduce churn. The program targeted Meteor's top 40% of prepay customers by value who had opted into communications. Customers who topped up within the set timeframe would receive the opportunity to select a gift based on the amount topped up, ranging from holidays to iPods. The campaign was successful, exceeding redemption rate goals and significantly reducing churn while increasing average revenue per user.
Aviva conducted a brand migration campaign to communicate their name change from Hibernian to Aviva to their entire customer database of over 727,000 people. They segmented customers into 11 unique segments based on product ownership and further categorized them into four groups. Each customer received a personalized letter with targeted product offers and a unique code to track responses. The campaign achieved a 10% response rate to lead generation questions, an 8% response rate for competition entries, marketing costs that were 75% lower than standard, and grew their marketable database from 165,000 to 590,000 customers.
The Guinness Relationship Marketing Programme faced the challenge of attracting younger drinkers without alienating older, loyal customers. Younger drinkers were more likely to switch brands, so communications needed to build loyalty. Guinness identified younger customers on their database and segmented them to target experiences appealing to their interests in sports, travel, and socializing. The program encouraged customers to engage with the brand and co-create experiences. Personalized mailings featuring experiences and discounts significantly exceeded consumption and recruitment targets, doubling brand affinity.
Lexus launched the IS F sports saloon to enter the lucrative luxury sports market dominated by BMW, Mercedes, and Audi. They faced challenges of credibility without inherent sports DNA and perceptions of being conservative. The launch event targeted dealers, high-end prospects aged 40, and media outlets through a direct marketing campaign exclusively using mail. An invitation was sent with a leather box containing steel balls to hint at the car's performance in a tongue-in-cheek way. The launch was a success with full attendance over three days, seven national media articles, and positive financial returns.
The AA Ireland was facing challenges to its market share from insurance companies offering breakdown assistance. To address this, it targeted existing insurance customers who were older and urban-dwelling by sending a direct mail campaign. The mailing was designed as an "Emergency Kit" that was highly personalized to appeal to recipients and show that the AA is there to help with any car troubles for a low daily cost. The campaign resulted in a 4.7% response rate for new AA membership sales, successfully defending the organization's market share against competitors.
Advertising and Promotion of whisper by Sakthi Sundarsakthisundar2001
This presentation is an invaluable resource for marketing professionals, students, and anyone interested in understanding the dynamics of effective advertising and promotion in the feminine hygiene sector. Explore how Whisper maintains its brand leadership and continues to innovate in a competitive market.
2024 Trend Updates: What Really Works In SEO & Content MarketingSearch Engine Journal
The future of SEO is trending toward a more human-first and user-centric approach, powered by AI intelligence and collaboration. Are you ready?
Watch as we explore which SEO trends to prioritize to achieve sustainable growth and deliver reliable results. We’ll dive into best practices to adapt your strategy around industry-wide disruptions like SGE, how to navigate the top challenges SEO professionals are facing, and proven tactics for prioritizing quality and building trust.
You’ll hear:
- The top SEO trends to prioritize in 2024 to achieve long-term success.
- Predictions for SGE’s impact, and how to adapt.
- What E-E-A-T really means, and how to implement it holistically (hint: it’s never been more important).
With Zack Kadish and Alex Carchietta, we’ll show you which SEO trends to ignore and which to focus on, along with the solution to overcoming rapid, significant and disruptive Google algorithm updates.
If you’re looking to cut through the noise of constant SEO and content trends to drive success, you won’t want to miss this webinar.
If you’re at all interested in digital
marketing and in making a name for
your brand online, then it is crucial that
you understand how to properly make
use of content marketing. Content
marketing is currently one of the
biggest trends in digital marketing as a
whole and is an area that many website owners and brands are investing in
heavily right now thanks to the impressive returns that they are seeing.
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptxprovidenceadworks416
As a digital marketer, I am thrilled to see Meta revolutionizing product promotion with its new automated video catalog ads. This innovative feature allows anyone to seamlessly integrate dynamic video content into my catalog product ads, enhancing the visual appeal and engagement of campaigns. By leveraging Meta's advanced AI and machine learning capabilities, one can automatically deliver tailored video ads to the most interested users, boosting traffic and conversions. This new approach not only simplifies the ad creation process but also significantly improves performance and ROI.
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Isa Lavs
The lines between PR and SEO are blurring. SEOs are increasingly winning PR briefs by leveraging data and content to secure high-value placements. In this presentation, I explore the merging of PR and SEO, highlighting why SEO specialists are increasingly taking ‘PR’ business. I uncover the hidden SEO potential using PR tactics and discuss how to identify missed opportunities. I'll also offer insights into strategies for converting PR initiatives into successful link-building campaigns.
Embark on style journeys Indian clothing store denver guide.pptxOmnama Fashions
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeWilliamZinsmeister
Welcome to "Making Money the Easy Way: A Quick Guide to Generating Income." This book is designed to provide you with practical, actionable strategies to generate income with minimal effort. Whether you’re looking to supplement your current income or create a full-time revenue stream, this guide covers a variety of methods to help you achieve your financial goals. We will explore opportunities available online, various investment strategies, profitable side hustles, creative approaches, and essential financial tips to ensure sustainable income growth.
2. The Guinness Storehouse
• The Home of Guinness
• Platinum brand immersion
experience
• Recruiting and immersing 1.2m
consumers yearly
• Converting consumers to advocates
through delivering THE best
Guinness experience in the world
3. The Home of Guinness
• Ireland’s #1 visitor attraction
• +1.2 million visitors annually
• +14 million visitors since opening in
2000
• Guinness Archives
• Unique events and meeting space
catering from 2-2000
• Guinness Flagship retail store
4. Authentic Brand Immersion
…by delivering a compelling brand story across by building an unrivalled depth of
message and through sensory immersion.
We seek to bring consumers closer to Guinness…
5.
6. “When we think of taste
perception, we immediately
think of sensations on the
tongue. However, ...taste is not
physiologically comprised of
sensations from taste buds
only, but also relies heavily on
input from the other senses”
Prof Ryan Smith Elder
7.
8. The Idea
• A new multi-sensory taste
experience where visitors are
tutored through their first taste of
Guinness
• Scientific and creative elements
combined to heighten the senses
and appreciate the distinctive
taste of the iconic stout from the
very first velvet sip to the last
lingering drop.
• The audience? 18% of visitors
taste Guinness here for the first
time
9. Key Project Elements
• Designed for all the senses
– Darkened narrowing entrance corridor
– Leading to the brilliant white rooms
– Orange lighting on the entrance positively associated with food.
– Bright white lights in the “fountain of truth” are designed to stimulate
the senses to heighten the taste experience.
– Culminating in the red velvet chamber modelled on historic brewery
buildings.
• Innovative technology - the invention of the flavour fountains in the
Fountain of Truth.