Download Destination Marcomm 2: Integrated Marketing Communications

DESTINATION MARKETING
SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14
DESTINATION MARCOMM 2:
INTEGRATED MARKETING
COMMUNICATIONS (IMC)
ANNOUNCEMENTS
 Tue, May 10 – Sustainable
Destination Marketing
Presentations; Dress Like a
Tourist Day
 Wed, May 11 – written reports
& presentation slide decks for
client project due by midnight
 Thu, May12 – client
presentations
 Fri, May 13 – Final Exam
DRESS LIKE A TOURIST DAY
TUESDAY, MAY 10
A CELEBRATION OF THE CUSTOMERS WHO
MAKE TRAVEL / TOURISM / HOSPITALITY
THE LARGEST INDUSTRY IN THE WORLD!
•
A FRIENDLY COMPETITION AMONG
SUSTAINABILITY TEAMS IN
DESTINATION MARKETING COURSE
PRIZE: HONOR, GLORY & 20 €
•
GIFT CARD TO EACH MEMBER OF
WINNING TEAM
WINNING TEAM WILL BE
•
DETERMINED BY VOTE OF THE
STAFF*
*In case of tie vote, visiting faculty
will cast deciding vote.
SESSION 9
PREVIEW
DESTINATION MARCOMM 2:
IMC
(IMC) Integrated Marketing
Communications & Destinations
Lake and Rock Experience
Marketing Workshop
Return midterms
DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14
SESSION 9
PREVIEW
DESTINATION MARCOMM 2:
IMC
(IMC) Integrated Marketing
Communications & Destinations
DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14
Marketing Communications Mix
Digital Marketing
Integrated Marketing Communication
Integrated marketing communications (IMC)
Emerging concept in destination marketing
IMC has been defined as:
… a process of managing the customer relationships that drive brand value.
More specifically, it is a cross functional process from creating and nourishing
profitable relationships with customers and other stakeholders by strategically
controlling or influencing all messages sent to these groups and
encouraging data-driven, purposeful dialogue with them (Duncan, 2002)
Practically speaking, it means message synergy:
• Ideally, the five key promotional tools of advertising, public relations, direct
marketing, sales promotions and personal selling should be integrated to
provide a consistency of message
• All marketing communications should reinforce the brand identity value
proposition
Video link
What is integrated marketing?
https://www.youtube.com/watch?v=k6WF0O1Mnvk
Small Group Assignment:
Destination IMC Analysis
The purpose of this exercise is to help you better understand what destination
integrated marketing communication (IMC) looks like in the real world.
Step 1. In assigned groups, search online to identify 2 destination/tourism
marketing plans that include marketing communications/promotion sections,
and reserve them for your team’s analysis by posting on the board. First come, first
served. Each team must analyze different plans.
Step 2. As a team, review your plans and report back to MyCourses (be sure to
identify your destinations and provide the links to the plan; make sure participating
team member names are included in your posting). Provide us with examples of …
•IMC objectives for each plan
• IMC tools and activities included in each plan.
Wrap it all up with a concise “strengths/weaknesses” assessment. What are two or
three things that you think were done particularly well in each plan (the strengths)
and what is something that you would recommend be changed or done differently
(the weaknesses)? Focus on IMC.
Step 3. Present your findings to class at the designated time.
SESSION 9
PREVIEW
DESTINATION MARCOMM 2:
IMC
(IMC) Integrated Marketing
Communications & Destinations
Lake and Rock Experience
Marketing Workshop
DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14
Assignment: Describe the Rock and Lake
Experience for Authentic Experiencers
Step 1: We are now focusing on a single EQ / Traveler Type: Authentic Experiencer. And we have
new project teams organized by Rock and Lake Experience. Get together with your new teams and
complete Worksheet 1: Understand Authentic Experiencers. Make sure that everyone on your
team understands the Authentic Experiencer’s social and travel values, & brainstorm words that
reflect these values.
Step 2: Review the written materials for your assigned experience at rockandlake.com.
Step 3: Write or rewrite your assigned experience in such a way that will resonate with Authentic
Experiencers. Use Worksheet 2: Describe the Rock and Lake Experience to work through this
step.
The key outcome of today’s assignment is to describe the experiences offered on the Rock and
Lake Website in such a way as to resonate with Authentic Experiencers. Three questions must be
considered:
• Why does it (the experience) appeal? What are the emotional triggers the Rock and Lake
Experience addresses or satisfies?
• What are the key components (activities) of the Rock and Lake Experience?
• What is its unique selling proposition (USP)?
Assignment: Describe the Rock and Lake Experience
Additional background material:
Assignment: Describe the Rock and Lake Experience
Examples:
Assignment: Describe the Rock and Lake Experience for
Authentic Experiencers
Worksheet 1: Understand Authentic Experiencers
Assignment: Describe the Rock and Lake Experience for
Authentic Experiencers
Use Worksheet 2: Describe the Rock and Lake Experience
Assignment: Describe the Rock and Lake
Experience for Authentic Experiencers
Boat
Tours
Team 1
Cottages
Team 2
Fishing
Team 3
Lake
Kyyvesi*
Team 4
Outdoor
Team 5
Activities
*http://www.fishinginfinland.fi/lake_kyyvesi
DESTINATION MARKETING
SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14
DESTINATION MARCOMM 2:
INTEGRATED MARKETING
COMMUNICATIONS (IMC)