Travel Reference
In-Depth Information
Procedures for monitoring and
evaluation
e-mail, and produce a wide range of
print materials
including brochures, posters and fl yers.
Target group
A travel and tourism organisation that uses just one
type of promotional method, for example newspaper
advertising, will fi nd it relatively easy to measure how
effective it has been. However, this situation is fairly
rare - most organisations use a range of promotional
methods in their campaigns. Coupons can be used to
monitor effectiveness in press advertising, with different
codes in different newspapers and magazines. Public
relations is far more diffi cult to evaluate. It is often
about raising awareness of companies or destinations
rather than making direct sales. The effectiveness of
direct marketing is relatively easy to measure, given
its very targeted nature. Mailings can include coded
coupons, vouchers or tickets that can be traced to
particular postcode areas. Sales promotions operate
for a relatively short period of time and, as such, their
effectiveness is fairly easy to evaluate.
These are the customers that a promotional campaign
is looking to make contact with and persuade to buy
a product or visit a destination or attraction. Effective
market research can help to identify the customers to
be targeted, who may live in a particular geographical
area, have particular demographic characteristics, e.g.
young people, single people, families, etc., belong to a
particular social class or income group, or have specifi c
interests and hobbies. It is possible to buy mailing lists
broken down by these types of characteristics to use
in promotional campaigns or an organisation may use
its own customer database. It is important to know the
size of the target group so that the correct number of
promotional items are printed and distributed.
Timing
Promotional material
Agreeing a schedule for a promotional campaign
is crucial to its success, especially if the campaign is
linked to a particular event. Large-scale campaigns
need planning well in advance to fi t in with printing
and distribution schedules, and to meet advertising
deadlines set by press, television and commercial radio
companies.
Developing effective promotional items is an important
part of achieving a successful campaign. Organisations
use leafl ets, brochures, advertisements, direct marketing
letters, press releases, etc. to promote their products
and services. Larger travel and tourism companies may
have their own in-house team to design and produce
these materials, but most organisations use an outside
agency or designer. Whichever materials are chosen
for a campaign, it is important to follow the principle
known as AIDA, which stands for:
Budget
It's logical to think that the bigger the budget for a
promotional campaign, the greater the likelihood of
success, but this isn't always the case. Creativity and a
clever idea can sometimes win out over a big budget!
The most important point is to get the best value for
money whatever the size of budget. Also, remember
to budget for the costs of producing promotional
materials, e.g. printing, design work, etc., in addition to
the actual promotional costs, such as buying advertising
space, air time, etc.
•
A
ttention
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I
nterest
D
•
esire
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A
ction
AIDA applies to all types of promotional materials,
whether it's a direct mail letter, advertisement or press
release. In the case of a newspaper advertisement for
a newly opened theme park, for example, the person
responsible for writing could choose to:
