PROMOTIONAL TECHNIQUES

WHAT IS PROMOTION?

• Promotion is an element of the marketing mix .

• All communication from the marketer to the environment regarding the marketing org: or regarding the product is a promotional activity.

PURPOSE• Create awareness• Make a favourable environment, that

means: - customers buy product - Employee prefer to work for org: - Suppliers be happy to provide raw

materials - Financiers offer finance for operation

AIMS:-

• Inform about product and services• Inform changes in the product• Generate interest• Persuade customers

5 DECISIONS TO MAKE PROMOTION PLANNING• Objective of promotion• Choice of mix• Selection of media• Formulation of message• Timing and intensity of campaign

PROMOTION MIX• Four tools:

1. Advertising2. Personal selling3. Sales promotion4. publicity

1. Advertising• Advertisements are paid non personal form of presenting

information regarding a product or service or idea.• Message passed through media. Such as, - Newspapers - Magazines - Journals - Radio - Television - Posters - Hoardings - Cinema slides etc..

2. Publicity• It is an unpaid form of promotion. It refers to the mention of product or service in any

published media like newspapers or trade journals.

• Intended to cover wide and extensive gamut of people

• Different kinds of publicity a) Media : - Press release - Conference - Presentations - articles

b) Oral: the way of mouth publicity and it is very effective. The message pass through:-

- Intimate family - Personal friends - Professional colleagues - Retailers representatives - Producers representatives

c) Public relations : is the deliberate, planned and sustained efforts to establish and maintain mutually beneficial relationships between organisation and public.

• Tools - journals/ news letters - Sponsored visit - Sponsorship activities - Special drivers - Interest group meetings

3. Personal selling• Personal selling implies face to face

communication between a seller and a buyer.

• Features - Personal communication - Oral messages - Flexible - Contact with limited number of people

• Process: - Find prospects - Approach - Presentation - Close sale - After sale service

QUALITIES OF A GOOD SALES MAN

Physical qualities Social qualities Mental qualities Other qualities

4. Sales promotion

• It is the process of stimulate sales by offering several incentives .it is mainly stimulate short term sales.

• Sales promotion techniques: - Point of purchase - Trade shows - Samples - Premiums - Coupons - After sale services

AREAS FOR PROMOTION• Proximity of destination area to the market

area- a plus factor• The nearer the tourist destination is to its

major market, the more likely it is to attract large numbers of visitors

• Prime target area for promotion- the area of greatest population density nearest to the vacation area

Other important factors :- • Effective buying income• Income per capita• Income per household• Net cash income• Study of the break down of cash income by

various income groups• Growth pattern in these markets

• How does the tourism promotional organization decide on where it should spend how much in what market areas?

• How much of the budget should be spend?• Answer: based solely on the statistical

information in the market intelligence system

• Tourism promotion include the cost of staffing and operating overseas sales offices, advertising, sales promotion and public relations

• The statistical approach to pinpoint overseas travel markets depend on:

1. Number of persons2. Effective buying income3. Buying power index4. Cost of transportation

ORGNIZATIONS OF PROMOTION PROGRAMME• To achieve greatest impact, all marketing

efforts should be closely knit• Sales efforts- 3 major components1. Media promotion2. Specific marketing activities3. Public relations work

JOINT PROMOTION• Experience indicates tourism promotion on a state

or country basis best accomplished by cooperative effort of private industry and government

• Joint promotion by private interests and official tourist organization- an effective and efficient procedure

• Private + government funds = Quasi- governmental association

• Eg: Hawaii Visitors Bureau

THANK YOU……………..