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

Promotional Brand, Collateral Design, Promotional Brand, Collateral Design, and Eventsand Events

Chapter XIChapter XI

Promotional Brand, Collateral Design, Promotional Brand, Collateral Design, and Eventsand Events

Chapter XIChapter XI

Integrating Marketing in the Leisure IndustryIntegrating Marketing in the Leisure Industry

PromotionPromotionPromotionPromotion

• Promotions are temporary changes in offerings and pricing used to create awareness and offer incentives.

• Promotion is designed to establish the framework from which an agency communicates.

• Promotion is newly defined as it establishes the

“communication” presence through the message (image), design of collateral and promotional events.

• Brand Image• Promotion Collateral• Events

Promotional Mix and Communication Mix Questions:

Who? (The agency)

Will say what? (The message/brand identify that represents all marketing mix decisions)

In what way? (The communication mix decisions)

To whom? (The target market)

With what effect? (Consumer feedback)

Promotional MixPromotional MixPromotional MixPromotional Mix

Brand ImageBrand ImageBrand ImageBrand Image

A result of several activities including:• Brand Identity• Quality of Service

Understanding agency image:• Ask stakeholders, including consumers,

employees, volunteers, non-users and board members their opinion

• Evaluate differences in agency vision, mission and perception of image

• Audit all marketing collateral communication materials to assess uniformity, messages, and professionalism

Real Life Story – Brand ImageReal Life Story – Brand ImageMount Pleasant Area Convention and Visitor BureauMount Pleasant Area Convention and Visitor Bureau

Real Life Story – Brand ImageReal Life Story – Brand ImageMount Pleasant Area Convention and Visitor BureauMount Pleasant Area Convention and Visitor Bureau

1990’s

Mid 1990’s

Late 1990’s – Early 2000’s

Late 1990’s – Early 2000’s

2000 and beyond

Selecting a MediumSelecting a MediumSelecting a MediumSelecting a MediumA medium is any means used to disseminate

information to about an agency to consumers.

Issues to be considered in selecting a medium:• Resources• Time frame• Target market• Return of Investment• Outcomes• Agency culture

Promotional CollateralPromotional CollateralPromotional CollateralPromotional CollateralPromotional collateral is defined as visual aids that support an agency’s

communication activities.

Common promotional collateral:• Postcards, brochures, letterhead, business cards, CDs, etc.• Flyers, posters• Annual reports• Catalogs• Point of sale displays/exhibits• Coupons, advertisements, commercials• Contests/giveaways/sweepstakes• Photographs• Video/DVD• Mascots• Newsletters• Programs• Novelty items/premiums (e.g. logo’s pins, cups, watches, playing cards,

calendars, notepads, pens, chap stick, decals, etc.)• Sales incentives, free samples, banners, Websites, e-mail,

floats/parades, sandwich board, radio station events/giveaways

Non-price promotions

Designed to encourage repeat usage and loyalty.

Sales promotions

Used to entice participation with targeted markets.

Discounts, free admissions and value added

amenities to the experience.

Types of PromotionsTypes of PromotionsTypes of PromotionsTypes of Promotions

Considerations in Determining the Considerations in Determining the Type of Promotional Collateral Type of Promotional Collateral

Considerations in Determining the Considerations in Determining the Type of Promotional Collateral Type of Promotional Collateral

• Marketing objectives• Target market needs/interests• Product life cycle considerations • Agency competitive strengths • Quantity required to reach a market• Timing• Method of distribution• Message• Budget• Is it fun, unique, useful and lasting?

Developing Promotional CollateralDeveloping Promotional CollateralDeveloping Promotional CollateralDeveloping Promotional Collateral

AIDA Model

Attention

Interest

Desire

Action

Style

Message

Problem messages: Features only

Information overload

Design ElementsDesign ElementsDesign ElementsDesign Elements

• Layout:

Focal Point, Photographs, Negative or White Space, and Levels of Information

Less is more (Design)• Anatomy of an ad/ flyer• Consistency is key• Negative or white space• Fonts• Art: Clip art and photographs • Color• Editing and proof reading

Professional Quality ProductionProfessional Quality ProductionProfessional Quality ProductionProfessional Quality Production

• Developing professional materials in-house

Use glossy paper to develop a polished lookPrint copy on high quality printers (e.g. laser)Take a desk top publishing class to advance designtechniques and utilize software designed to designUse professionally designed pre-printed templates that are customize for your agency

• Hiring a professional• Working with a communications professional

Tools Used to Share Promotional Tools Used to Share Promotional MaterialsMaterials

Tools Used to Share Promotional Tools Used to Share Promotional MaterialsMaterials

Guerrilla Marketing

Agencies attempt to get more personal with consumers and develop instant two-way communication

Mobile Marketing

Marketing efforts that are taken to consumers in large portable semi tractors where samples are provided to consumers

Viral Marketing

The premise is to spread positive word-of-mouth advertising in a strategic way

Internet as a Collateral ToolInternet as a Collateral ToolInternet as a Collateral ToolInternet as a Collateral Tool

• Design an effective website.• Get consumers to the site through utilizing

communication mix tools including search engines, email, and Internet advertising.

• Publish the agency’s web site on all collateral and

promotional materials.

Sites should quickly communicate with visitors:

1) Who they are?

2) What they provide?

3) How to navigate through the website?

Promotional PricingPromotional PricingPromotional PricingPromotional Pricing

• Temporary decisions to change an agency’s prices (versus a permanent change).

Forms of promotional pricing:• Discount coupon• Special rate code• 2 for 1 deal or some other type of affiliation

Promotional EventsPromotional EventsPromotional EventsPromotional Events

Promotional events are activities that are designed to stimulate interest in an agency’s experiences/offerings.

• Temporary in nature• Designed to increase awareness

Examples:• Host a grand opening to increase awareness of a

new agency or new offering(s)• Celebrity demonstration to showcase and encourage

participation