the business of leisure 2009 marketing and promotion in leisure and tourism
TRANSCRIPT
The Business of Leisure 2009 Marketing and Promotion
in Leisure and Tourism
Marketing and Promotionin Leisure & Tourism
• What is Marketing?“The development of goods and
services that meet customers’ ever changing needs.”
• For discussion today:Marketing Research
Target MarketingThe Marketing Mix
Marketing and Promotionin Leisure & Tourism
• Ensuring a sufficient number of guests visit and ideally stay over
• Developing and communicating the product in line with our brand vision.
• Ensuring that guests are aware of our total resort offering;At the right time Using the appropriate medium Key messages
The Alton Towers Resort
Market Research
• Market Research is a process that helps us to identify who our customers are and what their needs are.
• This allows us to understand ways to target these audience types and allows us to identify ways in which we can provide new or improved products and services
• It also allows us to identify patterns in the ‘type’ of guests that visit Alton Towers Resort and whether they are likely to visit again in the future
– This is known as “Intention to Visit”
Market Research
• Types of Research– Database– PDA– CSQ– Touch Screens
• We target every car in the car park with a feedback questionnaire.– This amounts to
approximately 1 in 4 guests, or around 500k guests per year – the response rate is around 10%
Market Research
• Results from our 2008 research revealed:
• 28% of guests staying away from home overnight stayed at one of the two Alton Towers Resort Hotels
• 96% of guests were already aware of the Alton Towers Resort Hotels before their arrival at the Park
• 93% of guests would recommend Alton Towers Resort to friend
Target Marketing
• Target Marketing is the development and promotion of products & services that appeal to a specific market segment.
• We target people on both their demographic and their attitudes
– Age– Gender– Social group– Ethnicity– Lifestyle– Propensity to visit a theme park
Marketing Mix
• The simple marketing mix is made up of the 4 P’s
Product
Price
Promotion
Place
The Marketing Mix• The marketing mix at Alton Towers Resort:
Product:Britain’s number one short break destination
Price:Competitively priced for the available product, offering value for
money options to suit all audience types
Promotion:Communications mix including TV, radio, digital and press to
maximise awareness and entice people to visit
Place:A unique, accessible environment
The Marketing Mix: Product
• The product covers both goods and services that we offer• Goods • – something that you can use or consume e.g. food and
drink, photography, merchandise• Services • – something that someone does for you e.g. the ride
experience
A brand name sets goods/services apart from other products
Alton Towers ResortSharkbait Reef by SEA LIFEOblivionSW6 ???
The Marketing Mix: Price
• Alton Towers Resort ensures that it is competitively priced and offers many value for money options to appeal across its target markets
• On occasion, we are able to drive guests to visit the resort at quieter times of the year through price incentives and special offers.
• Ticket types include:– Adult– Child– Under 4’s– Senior Citizens– Disabled– Family 4; Family 5– Groups of 10+– Annual Pass
The Marketing Mix: Promotion
• Alton Towers Resort works with specialist agencies in order to develop a suitable campaign strategy
• Promotional techniques are ways that an organisation communicates its product and services to drive awareness and promote trial
• ADVERTISING METHODS
• TV, Radio, Press, Digital, Cinema, Outdoor
• Direct marketing – Door drop, E-shots, Schools, Parent & Toddlers
• Public relations• Personal selling
2009 Resort Advert
2009 Resort Thrill seeker radio advert
The Marketing Mix: Promotion
• Sponsorship • Although Alton Towers does
not use sponsorship as a promotional tool, other companies approach us to sponsor our rides. Sponsorship can be used to:
• Create a corporate identity• Improve a corporate image• Launch a new product• Enhance effectiveness of A&P• Create merchandising
opportunities
The Marketing Mix: Promotion
• Sales Promotions– Promotion techniques can be defined as:– Immediate: where the reward is given to the
customer at the time of purchase e.g. discount coupon
– Delayed: where the reward requires further action on the consumer’s behalf e.g. collect vouchers
– Alton Towers Resort uses two forms of promotion
– Solus: builds brand awareness/association– Multi-brand: heavyweight coverage to drive
volume through greater offering
The Marketing Mix: Promotion
• AIDA helps ensure that promotional materiel grabs the attention of the customer
A Attention (gets the attention of the customer)
I Interest (keeps the interest of the customer)
D Desire (creates a desire to want to do something)
A Action (drives the customer to action)
The Marketing Mix: Place
• A unique, fantastical resort offering for people of all ages
• Guests can reach Alton Towers Resort by a range of methods
– Car– Coach– Bus– Train
Conclusion
• Market Research can be conducted in a variety of ways to identify who our guests are and what they want when they are here.
• Target Markets can be split by demographics and attitudes. This helps us to offer relevant goods and services to the appropriate audience through the correct communications mix
• The marketing mix comprises of Product, Price, Promotion and Place. By adapting our marketing mix, guests are more likely to visit and more likely to return in the future.
• Promotion is the communication of a product or service to a customer. A range of promotional techniques are available and a mixture of these elements will make sales of a product greater.
Any Questions?
Thank You