Instruments

1. Press release

2. Press conference

3. Fam Trip

1. Press release

• Title/Headline

• Sub-title/Sub-header

• Introduction/Lead

• Body/Content

• Background/Boilerplate statement

• Contact information

2. Press Conferences

Advantages:

• Contact with journalists

• More detailed information

• Multimedia information

Disadvantages:

• More complex organization

• More expensive

• Time consuming

• Less flexible

• Invitation: place, date, participants content

• Distribution: email, fax, mail, telephone

• Reminder

Examples:

• Openings

• New product

• New directives

• Complex issues: investments operations, mergers, alliances.

• Annual meeting

3. Fam trip

• Thematize the trip

• Determine the target public

• Decide the size of the group

• Establish an appropriate budget

• Draw up a guest list

• Decide the duration and travel dates

• Prepare an itinerary and programme which includes the elements of the destination we wish to make known

• Check that all those who are going to take part, both guests … , have all the necessary details so that the trip can take place without setbacks

• During the trip it is necessary to have experienced staff to take care of groups

• Once the trip has finished the work is not over

Direct Marketing

From the commercial point of view we could say that direct marketing is a tool that is used with the aim of selling a certain product or service to consumers while avoiding traditional sales or intermediary channels. Thus, sales by mail order, by telephone, by catalogue and even telesales could be considered direct marketing actions.

• On the other hand, from the point of view of communication, direct marketing is a tool that enables a company or institution to contact its customers or potential customers through personal media, avoiding the use of mass media. Thereby, sending advertisements by, above all, post, fax or e-mail would qualify as direct marketing.

Advantages

• Allows the message to be personalised for each customer. For instance, sending a birthday greeting.

• Allows for much more precise segmentation than in the mass media, as the advertiser is the one who decides the size and composition of their audience.

• Establishes the possibility of a response by the recipient of the advert.

• Makes it possible to measure the effectiveness of campaigns in a much more efficient way than in other sorts of advertising or communication actions.

• It has become one of the most efficient instruments for customer loyalty, as it enables direct relationship ties to be made between companies and their customers. Hence the concept of relational marketing.

• It is relatively cheap, as you can avoid paying third party companies for the use of their advertising spaces or slots

Disadvantages

• Spam

• Negative impact in the perception users have of advertisers

• Limited Creative Format

Types

• Mail. This involves the advertising company sending promotional material by regular mail or another type of postal service. It is the most common means of direct marketing.

• Telemarketing. Contact is made with the customer by telephone. It stands out for its speed and ease at measuring results. This action is usually conducted with the purpose of making a sale and can have clearly negative effects on the company’s image due to the intromission in the privacy of the home a telephone call may involve

• E-mail marketing. The use of e-mail as a means of advertising has undergone spectacular growth in recent years. It is a very economic medium and can be very effective providing the recipient has given their authorization to receive promotional material.

• Direct response advertising. Other actions that contain a certain marketing component are the ones that seek a direct response from the consumer even though mass media are used to support this communication.

• New media. Mobile phones or digital television also offer a new platform where direct marketing actions fit.

Associate concepts

• Database Marketing

• Data Mining

• Customer Relationship Management (CRM)

Loyalty programs

• In May 1981, American Airlines (AA) introduced AAdvantage, the first FFP. The goal: Retain AA’s most frequent customers by rewarding them for their loyalty. (It is significant that FFPs were originated by AA, then and still an industry leader in both marketing and computer systems.)

• The tactic, specifically, called for tracking members’ flown miles (as a measure of their revenue contribution to the company), and awarding members free tickets & upgrades (the rewards).

In marketing terms, FFP has become part of the “core product” offered by airlines.

Mileage is a basic consumer expectation, alongside convenient schedules, competitive

pricing, safety and customer service.

Planning sponsorship: Identify targets audiences

The programs boast over 100 million members.

• The large U.S. FFPs (American’s AAdvantage, United’s Mileage Plus, Delta’s SkyMiles) have more than 20 million members each. (Many members, of course, are shared. The most frequent flyers tend to be enrolled in 4-6 programs simultaneously. As advocated elsewhere on this site, this is not the best way to maximize the benefits of FFP participation.)

Members receive 10 million awards per year.

• What makes loyalty programs attractive (from the consumer standpoint) and effective (from the airline standpoint) is the reward side of the equation. And for most FFP members, the reward is a free ticket. The most popular among members of U.S. FFPs: tickets to Hawaii and London.

• As a very general rule, 5% of an airline’s seats are allocated for use by frequent flyer program members using award tickets.

On-line marketing

The irruption of the Internet on the world stage has disrupted the conception of modern marketing. The fusion between the Internet and marketing has led to the concept of “online marketing” or “e-marketing”, which in the field of tourism has gained special interest

Nevertheless, if the Internet is understood as one more channel among the many there are, we may reach the conclusion that online marketing is no more than the application of marketing in a new medium.

A medium which, given its versatility and flexibility offers new possibilities that up to now had only been explored superficially by direct marketing, which gives it a very attractive future potential

Advantages

• The Internet facilitates direct marketing, avoiding intermediation

• Cost reduction

• Presentation of products and services is improved

• Tourist information is improved

• Creation of new tourist products

• Segmentation. Personalization of messages, through one-to-one marketing, is strengthened by this new means

• Makes new formulas possible in order to improve customer loyalty

• Easy to meassure

Actions

• Websites

• Advertising

• E-mail Marketing

• Social media

Web-planning

• Clearly determine the aims of our presence in the Internet

• Decide the audiences we wish to reach and design appropriate strategies to achieve this.

• Increase web traffic.

• Provide the website with the necessary elements so that the set aims in our strategy can be fulfilled.

• Establish the necessary mechanisms in order to obtain as much information as possible from our visitors, while always keeping to the limitations imposed by the law - in the case of Spain the Law of Information Society Services and Electronic Commerce (Lssice) - and adjust our strategies to each of these profiles.

A growing sector

• The Internet is one of the media to experience the greatest growth in this field. Thus, in Spain online advertising has gone from 53.4 million in 2000 to 900 million in 2011. In the figures for this last year, growth was 12.5% over the previous year, in a crisis situation.

• Typology according to format

  • Banners

  • Multimedia banner

  • Pop-up

  • Videos

Types

• Typology according to format

  • Banners

  • Multimedia banner

  • Pop-up

  • Videos

• Typology according to Rates

  • Fixed Price

  • Cost per thousand printouts

  • Cost per click (CPC)

  • Cost per action (CPA)

Channels

• Newsletters

• Portals

• Search engines

• Directories

• Online media

E-mail marketing

• Viral Marketing

• Spam

• “Permission Marketing”

E-mail marketing recommendations

• Quickly catch the customer’s interest

• Be brief and very clear

• Immediately make known the possible benefits involved in the communication

• Ask for permission

• Correctly segment delivery

• Offer links so that the consumer can obtain more information

• Manage the necessary mechanisms so as to quickly attend those who respond to the e-mail

• Clearly explain and facilitate the mechanism to be able to stop receiving this type of communications

Social media values

• Relationship. Emotion vs eficiency

• Knowledge

• Learning, non structured learning.

• Brand

• Reputation

• Business

Twitter

1. customer attention.

2. e-business.

3. product information.

4. services.

5. 50 milions ussers.

6. Nanoblogging, 140 characters.

7. Uses:

8. Chatting.

9. generate conversations.

10. share information.

11. report news.

12. Business:

13. customer opinion.

E-mail marketing recommendations

• 700 million users

• Share information about your business.

• Share pictures and videos.

• Talk to your clients or potential clients.

• Provide customer support.

• Raise brand awareness and promote positive word of mouth.

• Attract traffic to your website.

• Targeted advertising.

• Deals and promotions.

UTube

• A billion users each month

• Expertise and leadership: presentation, interviews, leaving comments on other viedes related to your activity, etc.

• Marketing and advertising: set your channel, show your products, your clients, promote you events…

• Customer service: videos “how to”, post solutions, answer clients using videos, etc.