Download Introduction to Tourism

Dr Dimitrios Stylidis
[email protected]
* Understand the difference between marketing
strategy and marketing planning
*Know which marketing tools to use when
developing your marketing strategy
*Understand how to segment your market and
position your event
*Be able to apply your knowledge of IMC to an
event
‘The management process responsible for identifying,
anticipating and satisfying customer requirements profitably’
(Chartered Institute of Marketing, 2005)
‘Strategy is the long-term direction of an organization’
(Porter, 1996)
Changes that have reshaped the marketing function for events:
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Growth in the number and diversity of leisure services
Increasing importance of stakeholders
Advances in technology (internet)
Internationalization; global opportunities to enter new markets
*Where are we? What ‘space’
do we occupy in individual’s
leisure time?
*What opportunities can we
*So, what position does the
festival or event want to
occupy in the future compared to competitors &
in the consumers’ minds?
take advantage of (and lead
in)?
*Where do we want to be in 5
*Vision, goal, objectives
*What decisions do we have
*Plans (what are you going to
years time?
to make now to get there?
do to get there?)
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Analyse the needs of the target market
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Estimate the price/value that customers are willing to pay
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Establish metrics to evaluate the degree of events’ success
Predict how many people will attend the event
Research competing events that could satisfy similar
needs
Decide on the type and quantity of promotional activity
Consider how the choice/design of venue and the ticket
distribution fit with the needs of attendees
(McDonald and Wilson, 2011 in Bladen et al., 2012)

Micro-level: gain insight into the event’s existing and
potential consumers

Macro level: understand external forces affecting the event.
Useful sources:
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*
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Government statistics and reports
Media coverage of particular events
Industry magazines (Conferences and Incentive Travel, Event
magazine)
*
Historical and current data from other events and organizers

What is the existing and potential demand for events of this
type, in this area, based on past experience?
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How many customers can be expected, including local,
regional and national/international origins?
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What types of person/group are most likely to be interested
in this event or can be most easily attracted?
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What are their needs and motives? What benefits will they
get from the event?
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What are the anticipated spending patterns of customers?
What will people pay for admission and merchandising?
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Segmenting the market
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Targeting and positioning
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Setting measurable marketing objectives
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Choosing generic marketing strategies
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Designing an effective marketing mix
Market segmentation: the process of identifying relatively
homogenous groups that can be targeted through marketing.
Segments should be:
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Measurable: the characteristics of the segment
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Substantial enough in size to be worth targeting
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Accessible by marketing communication channels
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Actionable by the event organizer, given the marketing
budget and other resources
Geographic segmentation: based on the place of residence of
event visitors
Notting Hill Carnival:
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*
*
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Local residents
Day visitors from outside the area
Regional domestic tourists
International inbound tourists
Demographic and socioeconomic segmentation: measurable
characteristics of people (age, gender, occupation, income,
education)
Psychographic segmentation: divide a market based on lifestyle
and values. Involves measuring activities, interests, opinions
Activities
Interest
Work
Shopping
Holidays
Social life
Hobbies
Entertainment
Sports interests
Family
Home
Work
Community
Leisure and recreation
Fashion
Food
Media
Opinions
Demographics
Themselves
Social and cultural issues
Politics
Educations
Economics
Business
Products
Future
Age
Education
Income
Occupation
Family size
Geographic location
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Benefits sought
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Type of trip
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Seasonality
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Repeat visits
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Product-related
variables
magazines, frequent users)
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Distribution channel variables
(activities,
equipment,
“The place the product occupies in consumers’ minds relative to
the competing products” (Kotler & Armstrong, 2010, p. 233)
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*
*
*
*
*
*
*
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Reputation or image of the event (Olympic Games)
Charisma of the event director (arts festival)
Focus on event programming (theme)
Focus on performers (soccer stars)
Emphasis on location or facilities (Wembley)
Event users (family event)
Price or quality (Opera)
Purpose of the event (royal event)
Event type (food event)
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Increase receipts by 10% (market share growth)
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Increase the number of acts by 10% (event growth)
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Increase the percentage of seats sold in all ticketed
events to 80% (efficiency)
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Retain 90% of sponsors (effectiveness)
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Increase publicity generated in print and electronic
media (efficiency)
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Differentiation (uniqueness in program, theme, etc.)
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Market focus (Niche marketing)
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Cost leadership
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Market penetration
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Product reformulation
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Market development
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Product development
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Product (event experience, quality is essential)
Place (location, setting, atmosphere, destination features)
Programming (theme, style, quality)
People (audience, crew, volunteers, guests)
Partnerships (sponsors, stakeholders)
Communications (advertising, public relations, sales
promotion, destination/event image)
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Packaging and distribution (combine with attractions,
accommodation, transport)
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Price (admission, merchandise)
‘A planning process designed to assure that all brand contacts
received by a customer or prospect for a product, service, or
organization are relevant to that person and consistent over
time’ (American Marketing Association, 2010)
‘A communication process that entails the planning, creation,
integration and implementation of diverse forms of marcom
(advertisements, sales promotions, publicity, releases, events,
etc.) that are delivered over time to a brand’s targeted customers
and prospects’ (Shimp, 2010, p.10)
personal selling
advertising
sales promotion
direct mail
sponsorship
exhibitions
word of mouth
publicity
merchandising
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What the event can afford
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Percentage of sales method
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Competitive parity method: what other similar events
spend
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Objective and task method:
*
Establish objectives
*
Determine specific tasks to achieve them
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Calculate approximate cost of tasks
*Marketing strategy is part of
the overall event strategy
*The marketing plan is the
process of planning the
marketing activities
*Need to evaluate the external
environment & internal
situation
*Identify your objectives, then
how you will achieve them
*Technology has provided
many opportunities for event
marketers
* New channel direct to the
customer
* An opportunity to engage with
your event/ festival goers
* Many communication tools can
be moved online or adapted