Promotion

What is Advertising?

• Sharing information with a large audience using paid announcements.

• Done by the seller through different communication channels (e.g., TV, social media, newspapers).

1. Set Advertising Goals:

   • Define what the campaign should achieve (e.g., increase demand, build a strong brand image).

2. Identify the Target Audience:

   • Decide who you want to reach with the campaign.

3. Determine the Budget:

   • Decide how much to spend.

   • Options: use a percentage of sales, match competitors, or base it on your specific goals.

4. Design the Message:

   • Create the campaign’s content and visuals, often with help from an advertising agency.

5. Plan the Media:

   • Choose where the ads will appear (e.g., TV, online, print) to best reach your audience.

6. Schedule the Campaign:

   • Decide when the ads will run, how long the campaign will last, and the timing for ad placements.

Promotion in the Tourism Sector

• General Approach:

  • Tourism companies use similar promotional tools as other industries.

  • However, tourism has unique challenges that require special attention.

Specific Aspects of Tourism Promotion:

1. Intangibility of Services:

   • Tourism services are intangible (you can’t see or touch them).

   • Promotion must focus on making the experience "visible" (e.g., through videos or images).

2. Role of Public Administrations:

   • Governments and public agencies are heavily involved in promoting tourism destinations.

   • Collaboration between private companies and public organizations is key for success.

3. Importance of Certain Promotional Actions:

   • Tools like tourism fairs, familiarization trips, brochures, catalogs, and public relations are more important than in other industries.

4. Lower Role of Advertising:

   • Advertising plays a smaller role in tourism compared to industries like consumer goods.

5. Power of Word-of-Mouth:

   • Recommendations from family and friends have a huge influence on travel decisions.

• Objective of PR:

  • Share positive information about a company, destination, or its services through the media.

  • Improve the image of the company or destination.

  • This is a form of free communication (no payment for the coverage).

• Main PR Techniques:

  • Publicity: Media coverage (Medienberichterstattung) to spread information.

  • Sponsorship: Supporting events or activities to promote the brand.

  • Tourism Fairs: Participating in trade shows to showcase offerings.

  • Familiarization Trips: Organizing trips for media or agents to experience the services firsthand.

• What is Publicity?

  • Sharing positive news about people, products, or events from a company to get good media coverage.

• How is it Done?

  • Press Releases:

    • Quick, cost-effective way to share news with the media.

    • Used for announcements like new products, awards, investments, or important visits.

  • Press Conferences:

    • Organized for major news.

    • Allows direct interaction and questions from journalists.

• What is Sponsorship?

  • Sponsoring an event that attracts to a specific audience to promote brand or product.

• Choosing the Right Event:

  • Pick events that match their brand’s image, size, and target audience.

• Benefits of Sponsorship:

  • Increases credibility (Glaubwürdigkeit) because it appears selfless and not like direct advertising.

• What Are Tourism Fairs?

  • Events where companies showcase their tourism services and products.

• Advantages for Companies:

  • Closer Interaction: Directly connect with potential customers.

  • Better Buying Attitude: Visitors are more open to purchasing.

  • Cost Efficiency: Deals are made faster, saving time and reducing costs compared to longer negotiation processes.

• What Are Fam Trips?

  • Free trips or stays at a destination or company facilities.

  • Designed to showcase tourism products to intermediaries, journalists, and opinion leaders.

• When Are They Used?

  • To create a positive impression on key groups.

  • To highlight new improvements or innovations.

  • To address negative publicity and rebuild the company’s or destination’s image.

• What Is It?

  • Activities using material or financial incentives (Anreize) to boost short-term demand for tourism products or services.

• Key Aspects:

  • Offers incentives to encourage purchases.

  • Produces quick results if promotions are short and well-timed.

  • Pays for itself through increased sales.

  • Must maintain a positive image of the tourism product.

• Primary Objectives:

  • Increase Sales: Manage low-demand periods (e.g., seasonal excess capacity).

  • Marketing Goals:

    • Launch new products.

    • Boost sales.

    • Encourage customer loyalty.

    • Kontar competitors’ marketing actions.

• Conducted (Geleitet) by salespeople

• Therefor: Can be defined as a form of oral and interactive communication that transfer information directly and personally to a specific potential customer.

Role of personal selling in tourism:

• fundamental function and the sales persons are important, because they create the companys image

• The salesperson represents the company and interacts with potential buyers

Types of personal selling in tourism:

• Sales through intermediaries

• Internal sales

• Direct sale

1. Sales through Intermediaries This involves direct communication and consistent follow-up with travel agencies, tour operators, and similar businesses.

2. Internal Sales Anyone who interacts with customers can be a salesperson. This includes employees at the counter, reception, or restaurant.

3. Direct Sales These are sales made by employees when they meet with other businesses or clients, like tour operators. Direct sales can also happen without a salesperson traveling, such as when customers make reservations over the phone or via an online system.

• Substitute (Vertreter) for the Product: Since tourism products are intangible and inseparable (cannot be touched or separated), brochures serve as substitutes to help customers understand the product.

• Support for Sales Personnel: Brochures help sales staff provide detailed information to customers, saving time and helping them answer questions more efficiently.

• Promotional Tool: Brochures can substitute or complement expensive advertising. They are used to share special offers and expand product awareness.

• Detailed Information: Brochures are the best tool for conveying concrete, detailed information about the product.

• Legal Guarantee: For package tours, brochures act as a contract that guarantees what the customer will receive, providing legal proof in case of complaints or claims.

• Information on Services: Brochures help inform customers about complementary products, special offers, how to use services, and other useful travel information.