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The basic major marketing management decisions can be classified in one of the following four categories, namely Product, Price, Place (distribution) and Promotion. Product: It is the tangible object or an intangible service that is getting marketed through the program.
Promotion: This represents all of the communications that a marketer may use in the marketplace to increase awareness about the product and its benefits to the target segment. So how does a marketer strategize to attain success in a marketing program, using these 4 P’s? Offering specificity introduces the contextual customization of what needs to be done to address the questions raised in each of these 4 Ps of Marketing. There are lots of different kinds of website traffic, each being a different the path that a visitor might take to get to your site. Organic traffic is essentially someone who has arrived at your website by searching on a search engine, this could be Google (which is the most common) or one of the smaller search engines which often appear on your analytics like yahoo, bing or conduit.
Trip Advisor is brilliant and simultaneously annoying - we live in a time when the consumer holds the power to help your business or tarnish it.
When marketing a tourism business, when it comes to piquing the interest of a potential guest or customer, the visual will always work better than the verbal. With Pinterest, you can organise images on your own online inspiration board, or pinboard - then engage with your social networks, link back to your website and let people share your images with the world. In December 2012, Tomahawk auctioned a website and marketing package as a donation to the Auckland SPCA.
Using TradeMe to connect with the generosity of New Zealand businesses, Tomahawk was able to raise $6500 through the auction to help the Auckland SPCA during the time of year they need support most. Although the auction closed at $6130.00, in the spirit of giving, the winner of the auction offered to increase his donation by nearly another $500 - to the auto bid that they had set before the auction closed.
Kiwis do it again; they have invented a clever new app that allows travellers to use their smart phone to find coupon deals within a radius of their position. The same company that brought us coupons on the back of our grocery receipts have developed Ezypeezy, a clever new smart phone app that lets user view coupon offers by category, location and business name and even use GPS to locate offers nearby!
Affiliate programs are a great way to add value to your website and added revenue to your bank account. Although Affiliate programs have been around for a long time, many people don't understand how easy they are to set up so they are missing out on helping their guests with an added serve and capturing that little bit of extra revenue we can all use. An affiliate program or affiliate marketing is when you use your website to promote other suppliers services or products that compliment your own. Ireland’s first Fan Engagement Conference took place in the wonderful surroundings of the Butler House in Kilkenny this week. One of the most important elements of how a brand builds affinity with fans in sport is in the imagery that is attached to its partnerships in sport.
Two new names have been added to an impressive speaker lineup for Ireland’s first Fan Engagement Conference, FECKK, taking place in Kilkenny on Wednesday, April 27th. Plans need to be flexible so that they can take advantage of opportunities as they arise or as the circumstances change. Establish the budget that you are prepared to allocate to marketing and then allocate costs against those activities that you determine to be necessary to the success of your business.
Monitoring the results of your marketing activities will help you find out how successful it has been and will assist you with future promotions and advertising. Ways of measuring the performance of your marketing plan include sales figures, market share, and profit.


When you publish a post on Facebook, update your LinkedIn Company Page, send out a tweet, upload a photo to Instagram, embed a video in a blog post….can you explain each time WHY you are doing it?
Can you show how each piece of your social media content supports one or more of your marketing goals, which should in turn support the overall business plan for your organization? You can’t track your social media through your marketing plan unless you have a marketing plan.
Need a basic template for a business plan that doesn’t result in an overwhelming 48-page monster document? Need a basic template for a marketing plan that doesn’t take a week to build (and so it never gets done?) Becky has you covered there, too, with her simple marketing plan.
Starting with basic business goals for such a shop, she talked about some possible marketing goals for it for the next few years, specifically that to make the business stand out from every other small town antiques shop, it would focus on drawing in customers looking for two niche dishware items: Blue Willow and Fiestaware. 3)  With the time, resources, and money available to you, what is the best way to reach them where they are on social? As you can see from the notes in the photo above, ideas included a lot of visuals like seasonal table settings with Blue Willow dishes, different camera angles (dishware shot from above, close-up shots, etc.,) and people using the dishware. The workshop audience talked about asking the shop’s most active customers to participate in the photos, and then tag themselves so that their networks would see them in the photos with the Blue Willow, thereby spreading the word about what the antiques shop offers. Great ideas, and that was only for one social media channel, to support only one of the shop’s marketing goals. 2) Under that, a couple of sentences about your basic marketing plan that will support your overall mission.
3) Now, what are some social media channels that can support your marketing objectives (in addition to any traditional means that still work, of course.
Would you like us to get together with you or your partners on a workshop like the one we did with the Webster City Chamber? Tourism destination marketing campaign evaluation and analysis from Highland Business Research, insight into travel and tourism marketing effectiveness. Destination marketers need to know whether their campaigns are reaching their target market and whether those groups are responding in the desired way to the key marketing messages. We work with tourism destinations - from Tunisia to Shetland - to answer critical questions about the impact of their marketing campaigns and strategies. We work with destination marketing groups, their marketing agencies and other travel trade partners in order to understand traveller attitudes and improve marketing results.
We invite you to read more about our tourism and travel research services and how we can help with measuring and improving your marketing effectiveness. To find out more about how our tourism and travel insight services might be of assistance to you, please contact Stephen Budd or call on (44) 01463 729314. Highland Business Research is the trading name of Highland Research Limited, a company incorporated in Scotland with company number SC318285. This is one of the preliminary knowledge every marketer must have and is considered to be the basics of every marketing theory, which emerged henceforth. Tangible products may be items like consumer goods (Toothpaste, Soaps, Shampoos) or consumer durables (Watches, IPods). If the price outweigh the perceived benefits for an individual, the perceived value of the offering will be low and it will be unlikely to be adopted, but if the benefits are perceived as greater than their costs, chances of trial and adoption of the product is much greater. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. Our authors are educators from top QS ranked universities and practitioners from multinational enterprises.


This was a big blow for the online tourism review site but it does not stop travelers from reading and depending on the site to help make travel purchase decisions. You can showcase the various details or experiences your accommodation or activity offers in a visually arresting way. Coupon offers are a tried and true way of motivating people to try your product, activity or accommodation through a great offer that, unlike the popular one-day vouchers, requires no prior spend or commitment. For example, an accommodation provider can offer an affiliate program that allows visitors to their website to book activities in their region or a tour operator can offer a way to search and book accommodation in their area on their website. By keeping accurate records and monitoring sales you will be able to identify the most productive source of your bookings.
Take the time to do at least a one-pager for each, if that’s all the time you have right now.
Try our co-founder Becky McCray’s simple business plan on her Small Biz Survival blog. It’s made for a small business but the template works fine for just about any organization.
Even better is if there are some broad-brush marketing goals you have set for the next year or so, like attracting a particular niche or increasing visitation during a particular timeframe. Integrate the two!) Maybe a certain demographic or niche visitor you want to reach spends time on a certain social platform; you need to be where they are. Show how you would use a Facebook Page to connect with the audience(s) that track back to your marketing goals. If you arrived here directly from a link, here’s the email signup for this newsletter. Say hi to Leslie, Sheila and Becky at Tourism Currents on…. Intangible products are service based like the tourism industry and information technology based services or codes-based products like cellphone load and credits.
This may include any physical store (supermarket, departmental stores) as well as virtual stores (e-markets and e-malls) on the Internet. Advertising may include using specialty packaging to showcase products, utilizing promotional products for your company, or online ads. In there very essence, the 4 Ps of marketing is actually a framework that allows the marketer to structure the value proposition of an existing product (or a new product at the time of launch) so as to garner the highest mindshare by distinctly structuring the same.
This is crucial as this provides the place utility to the consumer, which often becomes a deciding factor for the purchase of many products across multiple product categories.
A certain amount of crossover occurs when promotion uses the four principal elements together (e.g in film promotion).
However, that is easier said that done and many marketers fumble when it comes to playing with the real life nuances and bringing out a crisp value proposition.
Every product is subject to a life-cycle including a growth phase followed by an eventual period of decline as the product approaches market saturation. To retain its competitiveness in the market, continuous product extensions though innovation and thus differentiation is required and is one of the strategies to differentiate a product from its competitors.



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