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					    Reaching New Heights . . .

Promotional Brand, Collateral Design,
            and Events
                    Chapter XI

    Integrating Marketing in the Leisure Industry
• 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.
               Promotional Mix
• 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)
                    Brand 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
    Real Life Story – Brand Image
 Mount Pleasant Area Convention and Visitor Bureau

Mid 1990’s
Late 1990’s – Early 2000’s
Late 1990’s – Early 2000’s
2000 and beyond
            Selecting a Medium
A 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 Collateral
Promotional 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
            Types of Promotions

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.
    Considerations in Determining the
     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 Collateral

AIDA Model
  Problem messages: Features only
                    Information overload
              Design 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 Production

•   Developing professional materials in-house

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

•   Hiring a professional
•   Working with a communications professional
   Tools Used to Share Promotional
Guerrilla Marketing
   Agencies attempt to get more personal with
   consumers and develop instant two-way
Mobile Marketing
   Marketing efforts that are taken to consumers in large
   portable semi tractors where samples are provided to
Viral Marketing
   The premise is to spread positive word-of-mouth
   advertising in a strategic way
       Internet 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 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 Events
Promotional events are activities that are designed to
  stimulate interest in an agency’s
• Temporary in nature
• Designed to increase awareness

• Host a grand opening to increase awareness of a
  new agency or new offering(s)
• Celebrity demonstration to showcase and encourage

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