The document provides an overview of marketing essentials for promoting and selling tourism destinations. It discusses key concepts in marketing including defining marketing, the AIDA curve of connecting products to consumers, marketing mix elements, and the importance of marketing messages and techniques. The document then focuses specifically on tourism destination marketing, outlining activities for awareness creation like advertising, publicity, and promotional materials as well as market creation through trade partnerships and familiarization trips. It stresses the importance of research, planning, implementation, and expected results of marketing activities in increasing destination awareness, interest, desire and ultimately action among target consumers.

1. MARKETING ESSENTIALS
- HOW TO MOVE A PRODUCT -
by
Jean Christophe Robles

2. WHAT IS MARKETING ?
• “The action or business of promoting and selling
products or services”.
English Oxford Dictionary
• The act or process of selling in a market environment
• Connecting a product with a consumer, and the processes
involved in doing so
• A constant process : we are always marketing to
someone, and always being marketed to
• Marketing is evolving from a product centered process to
a consumer centered process

3. Awareness
THE AIDA CURVE
• The mental processes connecting any
product with any consumer :
– Awareness
– Interest
– Desire
– Action
Awareness
A
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4. THE ELEMENTS IN MARKETING
• Elements playing a part in the process connecting
product to consumer :
– Product (object, service, idea, concept, destination, etc)
– Market (geographical, economical, behavioral, etc)
– Availability (positioning, placement, access, etc)
– Pricing (costing, value for money, status, etc)
– Branding (image, perception, emotion, etc)
– Relations (service, consumer needs, retention, etc)
– Message (delivery, messenger, sale, etc)

5. THE MARKETING MESSAGE
• “Any fool can paint a picture, but it takes a wise man
to be able to sell it”.
Samuel Butler (1835 – 1902)
• Who sells a product, and how it is sold, is often more
important than what is sold :
– Marketer (persuasive, credible, etc)
– Endorser (celebrity, personality, opinion shaper, etc)
– Message (advertisement, promotion, PR, etc)
– Enticement (offers, specials, gifts, discounts, etc)
– Packaging (appealing, informative, etc)

6. THE MARKETING TECHNIQUES
• Techniques to bring a product to a market, and get
consumers to acquire it :
– Market research (identifying target markets and market
segments, and consumer needs)
– Marketing mix (promotional channels, branding, positioning)
– Marketing plan (where, to who, how, with who, how much)
– Relations marketing (acquiring costumers, retaining them,
servicing them, communicating with them, finding their needs,
developing products accordingly, marketing to consumer needs,
demand driven, one-to-one marketing, etc)

7. TOURISM DESTINATION MARKETING
• Market development is the main role of a National
Tourism Organization (NTO)
• No tourists = no tourism industry
• Market development consists of activities across
the target markets falling under two categories :
1. Awareness creation
2. Market creation

8. AWARENESS CREATION
• ADVERTISEMENT AND PUBLICITY
– Print, Internet and TV / radio destination awareness
advertisements / advertorials across target markets
– Editorial coverage across all media
• MEDIA FAMILIARIZATION VISITS
– Individual and group media trips to experience
different aspects of the promoted destination

9. AWARENESS CREATION (cont’d…)
• PUBLIC RELATIONS
– Regular issuing of press releases and feature stories
on the destination and events organized in the
destination to the media
– Projecting the NTO’s corporate image to the media
and public
– Make use, maintain and update social networks
– Crisis management, response, fulfillment
• PROMOTIONAL MATERIALS
– Production and consistent distribution of quality
print and electronic collateral materials

10. AWARENESS CREATION (cont’d…)
• INTERNET PRESENCE
– Website maintenance, updating and monitoring
– Search Engine Optimization, social media, booking
engine, links
• TRADE FAIRS AND PROMOTIONS
– Attending trade events, organizing promotional
activities in target markets
• SPORT AND CULTURAL EVENTS STAGING
– Organizing, assisting organizers and promoting
locally staged events

11. MARKET CREATION
• PRESENCE IN THE MARKETS
– Appointing specialized companies in key target
markets to conduct PR and marketing activities with
trade partners, media and public on behalf of the NTO
– Working with the destination’s Diplomatic and Trade
Missions abroad
– Working with the National Airline’s offices abroad

12. MARKET CREATION (cont’d…)
• SUPPORT FOR TRADE PARTNERS
– Financial support for local and overseas trade
partners to feature the destination’s tourism products
in their brochures / websites / fliers
– Joint marketing activities with local and overseas
industry partners for specific tactical promotions of
tour packages to the destination
– Joint promotional activities with wholesalers to
increase destination awareness and sales among
retailers

13. MARKET CREATION (cont’d…)
• INDUSTRY FAMILIARIZATION VISITS
– Group or individual familiarization trips for
wholesalers, retailers, MICE organizers and MICE
end users to sample and experience the
destination’s tourism products
• TRADE FAIRS AND MARKETING EVENTS
– Attending trade fairs and organizing sales missions
and product updates in target markets
– Participating in wholesalers and other partners’ road
shows and marketing events

14. PLANNING AND IMPLEMENTATION
• MARKET RESEARCH
– Analyzing factors before selecting target markets and
market segments (distance, access, propensity to travel,
maturity, travel patterns, economic situation, response to products)
• MARKETING MIX
– Taking stock of products to market, how to brand and
position them, what channels and methods to use
• MARKETING PLAN
– Selecting target markets and market segments,
planning awareness and market creation activities,
identifying partners, budgeting for plan
“Vision without action is merely a dream”
– Joel A. Barker Independent Scholar & Futurist

15. EXPECTED RESULTS
• Marketing activities should result in creating :
– Awareness of the destination as a product for tourism
consumption among potential trade partners and
consumers in the targeted markets and market segments
– Interest in the destination among potential trade and
media partners, and among the targeted consumers
– Desire among industry and media partners to feature the
destination in tour programs, sell it in retail agencies and
feature it in media outlets, as well as among consumers to
consider vacationing and spending money in the destination
– Action by trade and media partners to sell and feature the
destination, and by consumers to book a vacation to the
destination, in quantities that increase market share

16. MARKETING REALITIES
• History is littered with great ideas and products that never
took off due to poor marketing
• History is littered with lousy ideas and products that made
it big thanks to great marketing
• Very few products move without being marketed
• The competition often makes equally good products, and
prefers that consumers buy their products rather than
yours
• Every consumer has to be convinced than buying your
product rather than your competitor’s is a better choice
• It takes money, talent, creativity and patience to achieve
that and to outdo the competition

17. QUOTES ON MARKETING
• “Marketing is not an event, but a process... It has a beginning, a
middle, but never an end, for it is a process. You improve it,
perfect it, change it, even pause it. But you never stop it
completely”.
Jay Conrad Levinson
• “Marketing is the art of making something seem better than it
really is”.
Suso Banderas
• “In Marketing there are those who satisfy needs and those who
create wants”.
Juan Carlos Castillo
• “If you're trying to persuade people to do something, or buy
something, it seems to me you should use their language, the
language in which they think”.
David Ogilvy

18. CONCLUSION
• A destination, and all its products and services, are part of
the country’s brand, with the attached images and
perceptions that come with it
• Efficient, persistent and consistent marketing can mould
these images and perceptions in a way that serves the
purposes of those wanting to move the destination’s
products
• As marketers “Our job is to make an emotional
connection” …
“Marketing takes a day to learn. Unfortunately it takes
a lifetime to master”

19. THE TOURISM EQUATION
- HOW TOURISM WORKS -

20. THE WORLD OF TOURISM
• Over 230+ countries and territories compete for a
share of the tourism pie, 10 of them get almost ½ of it

21. What Is The Tourism Industry ?
• The industry and related sectors that
have to do with travel, accommodation
and holiday arrangements for tourists
within and across borders

22. Tourism Historically
• In the past, people traveled for trade,
pilgrimages, exploration
• The steam age allowed people, mostly
from the elite, to travel for leisure
• New social policies, recovery from
traumas of WWII and post-war
economic prosperity enticed more and
more people to take holidays from
work and travel for leisure
• The jet age, charters, all inclusive
resorts and cruise ships brought the
age of mass tourism

23. Tourism Today
• In 2011, over 980 million people
crossed borders for tourism purposes
• The travel, hospitality and tourism
economies represent over 5% of the
world’s GDP and about 6.5% of global
employment
• Despite occasional hiccups, the
industry is expected to keep growing,
with some 1.5 billion tourist trips
forecast by 2020
• New emphasis on experience, quality
and sustainability

24. Tourism Tomorrow
• UNWTO Global Forecasts
• Asia Pacific to be fastest growing and 2nd biggest by 2020

25. Future Of Tourism
The year 2020 will see the penetration of technology into all
aspects of life. It will become possible to live one’s days
without exposure to other people. But this bleak
prognosis has a silver lining for the tourism sector.
People in the high tech future will crave the human touch
and tourism will be the principal means to achieve this.’
‘By the year 2020, tourists will have conquered every part of
the globe as well as engaging in low orbit space tours and
maybe moon tours.’
UNWTO’s Tourism 2020 Vision

26. DESTINATION (PRODUCT)
MARKET
DEVELOPMENT
PRODUCT
DEVELOPMENT
HRD
Awareness ACCESS ACCOMMODATION ATTRACTIONS ACTIVITIES TRAINING
- Promotion
- Public relations
- Collaterals
- Publicity
- Market presence
- Air access
- Airfares
- Sea access
- Land access
- Transport
- Visas
- Number of rooms
- Type of rooms
- Quality of rooms
- Location of rooms
- Ownership of rooms
- Management of rooms
- Natural
- Cultural
- Historical
- Man made
- Places of interest
- Cultural
- Events
- Sports
- Entertainment
- Wellness
- Active holidays
- Skills upgrading
- Knowledge transfer
- Tourism institutions
- Interpretation
- Languages
- Exposure
Interest
Desire
Action
- Market creation
- Joint marketing
- Calls to action
- Wholesalers
- Retailers
TOURIST (CONSUMER)
- Enterprise creation
- Revenue collection
- Employment generation
How it all works ?

27. Tourism success is measured by:
• Yearly tourist arrival figures
• Yearly rate of growth
• Share of regional and world arrivals
• Average length of stay and average daily presence
• Yearly revenue and average expenditure
• Number of direct and indirect jobs created
• Size of contribution to the economy
• Foreign / local investments generated
TOURISM IMPACT MEASUREMENTS

28. Q & A

29. THANK YOU !