Even the most appealing product requires some form of promotion in order to maximise sales and financial return. Advertising can help raise awareness of a product and create an appealing product image.
Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through to print media, television and billboards. It can reach a large audience at once and the same message can be repeated many times.
CREATING THE RIGHT MESSAGE
The advertisement should convey the following important information to the potential customer:
Introduce a particular product/service
Explain the product or service
Demonstrate its unique selling points
Provide an indication of price
Indicate where the product is available/ distributed for sale
ADVERTISING IN THE TOURISM INDUSTRY
Advertising in the tourism industry is somewhat different to other industries. A holiday is an intangible product that the consumer can’t see or touch before they buy. Often the customer will pay for the product before experiencing it. With this in mind, advertising priorities should consider:
Who would find your product most appealing?
What are the potential customers’ needs and desires?
What creative methods can be utilised to generate interest in a particular product?
What is the best way to reach these customers?
METHODS OF ADVERTISING
Either distributed by hand, in letterboxes or inserted in publications
Placed in local, regional or national newspapers, ethnic publications, trade and tourist magazines, journals or newsletters and magazines relevant to your target market.
By way of sales visits/sales calls
Placed locally or regionally
Promotional costs for such programs are shared and therefore less expensive. They can also reach a wider audience.
Consider sponsoring local community events which attract large crowds and significant media coverage. Participating in such events can improve business exposure.
Listings and displays
Includes advertisements in telephone or business directories and cinema advertising
Cooperative advertising and promotion with your local, regional or industry association will help your message get wider distribution and because there are more businesses involved it will also cost less.
Tourism Victoria, in partnership with other state tourism organisations through the Australian Tourism Data Warehouse (ATDW), has produced a series of online marketing tutorials for tourism operators. The Online Marketing E-kit covers everything from the basics of developing a good web site to advanced topics like search engine marketing and online product. Find out more