Integrated Marketing Communications Components and Benefits for DMOs
Major components of IMC: Merchandising
Merchandising activities may include display techniques, free samples, on-the-spot demonstrations, pricing, shelf talkers, special offers, and other point-of-sale methods. According to the American Marketing Association, merchandising encompasses ‘planning involved in marketing the right merchandise or service at the right place, time, quantities, and price.’
Sales promotions
Techniques are elements within the marketing and sales plan. Designing them to integrate with your other communication elements keeps your message cohesive and can boost your promotional efforts. An in-store sales promotion of an add-on, for example, such as a week of product training with the purchase of a product, or a contest for the most creative product use, can be publicized through PR and supported in advertising.
Advertising
It allows you to control what you want to say, where and how often or how long it will be shown in magazines, newspapers, TV and radio stations, or billboard companies, to place your message. Your advertising should reinforce the messages you convey through your public relations to increase comprehension and retention. It can also direct people to your website, or support sales promotions by broadcasting a discount or sales special.
Sales
It is very important for certain DMOs, especially those that have a strong focus on attracting business events, but not exclusively.
Public relations & publicity
They help to create and foster relationships with publics that are important to you. It also builds a credible reputation and favorable image. Media relations is a common PR strategy, but it is not the only one, particularly in the days of social media.
Digital marketing
It is the work that DMOs do with all forms of information and communication technologies (ICTs) that use digital formats, including online advertising.
Benefits do DMOs gain IMC approach?
- Greater consistency in communication messages
- Added impact since messages are repeated
- Reflects different customer buying stages
- More effectively puts across positioning and branding
- Better accommodates different consumer learning styles
- Components complement and support each other
Roles of SP and Merch
Getting people to come to the destination for the first time.
Increasing off-peak demand
Increasing demand in periods that coincide with major events, vacations or special occasions.
Encouraging travel trade intermediaries to make a special effort to sell the destination.
Helping sales staff get business from prospects.
Facilitating travel trade marketing.
Ten major factors affect select destination
Socio-psychological, personal (personal trends, reasons, attitudes and values, e.g. sea or mountain)
Situational factors: availability of time and money.
Interpersonal (social): social factors include family members, relatives, friends, opinion leaders, associates, etc. e.g. recommendations.
Marketing and promotional communications: many channels and stakeholders who transmit messages and images-influence.
Destination images: images made up in their minds before traveling.
Destination products: attraction packs that may cause a tourist to decide upon one or the other.
Awareness levels: aware of the different possibilities offered.
Information search: info from webpages, social networks, travel guide-influence.
Past experiences in visiting: If a tourist has visited a place some years ago, he or she has a feedback that other tourists do not.
Geographic origins and cultures: places people visit are different depending on the geographic origin and people’s cultural backgrounds.
Seven steps for travel purchase behavior
Need recognition. Search for information. Pre-purchase evaluation alternatives. Purchase. Consumption (within destinations). Post-consumption. Remembering and sharing.
Three four roles: Bystander: The DMO watches on as other tourism stakeholders do the product development. The argument for non-involvement is usually that if private.Facilitator: Give options on processed developments, Supply business performance statistics, Provide data on markets. Instigator: Identify and publicise development opportunities, Offer financial incentives such as grants or loans, Support market and feasibility studies. Partner: Co-invest in development, Cost-share in project development, Provide land or staff for project