Reaching New Heights . . .Reaching New Heights . . . Reaching New Heights . . .Reaching New Heights . . .

Direct Marketing: Internally and Direct Marketing: Internally and ExternallyExternallyChapter XIVChapter XIV

Direct Marketing: Internally and Direct Marketing: Internally and ExternallyExternallyChapter XIVChapter XIV

Integrating Marketing in the Leisure IndustryIntegrating Marketing in the Leisure Industry

Direct MarketingDirect MarketingDirect MarketingDirect Marketing

Direct marketing is a form of personal selling that creates and establishes an intimate relationship between a seller and an individual consumer.

Personal selling is a one-on-one or one-on-small group personal presentation designed to gain commitment from individuals/agencies to be consumers.

• Establish a culture that supports positive sales skills from all staff members

• Train employees on positive, effective sales techniques

• Establish agency expectations through stated sales functions on all employee job descriptions

• Reward employees that exhibit effective sales skills• Provide tools for staff to develop internal and

external relationships

Developing a Workforce of Sales Developing a Workforce of Sales PeoplePeople

Developing a Workforce of Sales Developing a Workforce of Sales PeoplePeople

Advantages of Direct MarketingAdvantages of Direct MarketingAdvantages of Direct MarketingAdvantages of Direct Marketing More personalization, direct, personal contact to

establish a one-on-one relationship• Faster ability to respond to consumer inquiries,

questions and concerns• Allows for two-way personal communication to occur• Greater personalization develops staff and consumer

relationships• Better understanding of individual consumer needs

and reactions Ability to use this form of communication as

reinforcement to other forms of communication or as a stand-alone activity

Direct Marketing Options for Direct Marketing Options for AgenciesAgencies

Direct Marketing Options for Direct Marketing Options for AgenciesAgencies

• Sales presentations, tours and meetings• Seminars, workshops or training programs• Door-to-door distribution• Telemarketing• Direct sales letters• Network or multi-level marketing consumer

support centers• Lead referral programs• Sales blitzes• Trade shows

Selecting the Direct Marketing Selecting the Direct Marketing ActivitiesActivities

Selecting the Direct Marketing Selecting the Direct Marketing ActivitiesActivities

• Understand the target market and how it can be reached

• Learn which methods produce the best results• Utilize effective design formats and messages• Consider resource limitations including budget,

timeframe, and expertise

Direct Sales ProcessDirect Sales ProcessDirect Sales ProcessDirect Sales Process

Strategic Sales Cycle• 8 steps process• Skills are developed not innate• Practice• Teach others

Strategic Sales Cycle – First 3 Steps Strategic Sales Cycle – First 3 Steps Strategic Sales Cycle – First 3 Steps Strategic Sales Cycle – First 3 Steps

Prospecting

Planning

Preparing

Sample Prospecting ToolsSample Prospecting ToolsSample Prospecting ToolsSample Prospecting Tools

• Feasibility Study• Guest History Report (database of past guests)• Sales Prospector• Business section of local newspaper• Sales Blitz Reports• Past Sales Call Reports and files• Referrals from existing customers• Business Journals• A trade show attendee list or people dropping off

business cards for an agency's raffle.

Strategic Sales Cycle – Last 5 StepsStrategic Sales Cycle – Last 5 StepsStrategic Sales Cycle – Last 5 StepsStrategic Sales Cycle – Last 5 Steps

Rapport Development Probe

Support

Summarize

Close

Direct Marketing and Personal Sales Direct Marketing and Personal Sales ExamplesExamples

Direct Marketing and Personal Sales Direct Marketing and Personal Sales ExamplesExamples

• Conduct a sales blitz of the local area to obtain prospecting leads

• Attend a trade show Obtain written testimonials of satisfied community members that could be shared with other potential patrons

• Present to the local boy scouts about the benefits of healthy living

• Tour a potential group contact around the facility highlighting the features that match the benefits he/she is seeking

• Develop an incentive for staff who refer groups • Write personal letters/make personal contact with

individuals who have referred groups

Internal MarketingInternal MarketingInternal MarketingInternal Marketing

Internal marketing is a strategic approach for communicating through employees or other stakeholders to reach targeted markets.

Common characteristics of internal marketing definitions:• Employee motivation and satisfaction oriented• Customer orientation and satisfaction oriented• Integration focused• Marketing approached• Implementation of specific strategies

Internal Marketing Activity ExamplesInternal Marketing Activity ExamplesInternal Marketing Activity ExamplesInternal Marketing Activity Examples

• Inter-departmental and cross training• Employee newsletter• Employee bulletin board• Table tents, paycheck stuffers and other collateral• Employee business cards with highlighted promotions• Employee sales incentives• Paycheck stuffer

Benefits of Internal MarketingBenefits of Internal MarketingBenefits of Internal MarketingBenefits of Internal Marketing

• Expanded market awareness• Expanded sales force• More knowledgeable staff and satisfied consumers• More satisfied staff• More loyal staff • Establishes a competitive advantage• More business