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Clarity of Offer is copyrighted by the High Traffic Marketing Institute and it is the basis behind the marketing consulting it gives to high traffic destinations.
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CLARITY OF OFFER
CLARITY OF OFFER
“Clarity of Offer is the state of being clear, where all elements of the programme of any facility and/or organization are consistent with and supportive of each
other and work in harmony towards a stated end.
Clarity of Offer ensures efficient communications with the consumer.
Clarity of Offer is the continuous integrated expression of a given statement in the marketplace and is expressed in each of the following elements within a
given facility namely: Products, Service, Communications, and Environment”
CLARITY OF OFFER
“Marketing is the aggregate of activities necessary to
develop relationships and influence perceptions to a planned end”
CLARITY OF OFFER
Its origins CN Tower
How it works 4 Disciplined Steps
The benefits Control, Clarity
CLARITY OF OFFER
Step One Information Gathering
Step Two Decision Framework
Step Three Program Elements
Step Four Management
CLARITY OF OFFER
Step One: Information Gathering
• Industry, Consumer, Competition
• Performance Review
• Problems and Opportunities
• Marketing Objective(s) and Strategies
CLARITY OF OFFER
Step Two: Decision Framework Marketing Philosophy
The basis of any marketing program must be a value statement
that reflects the fundamental purpose and intent of the organization
Developing a Philosophy
Involve those who represent and/or control the organizations overall
values, purpose and intent
CLARITY OF OFFER
• Marketing Decision Criteria
Detail the values and terms of reference expressed in the Philosophy that become the standards of performance against which all marketing program judgments are made
• Developing Decision Criteria
A point by point question expansion of the Philosophy that deliberately forces a response
CLARITY OF OFFER
Step Three: The Four Program Elements
• Assortments “…the collection of elements within a range of merchandise or services
.. …the products offered to the consumers.”
. Service “… the consumer’s face to face encounter with the facility and its full,
part time and volunteer staff”
CLARITY OF OFFER
• Communications “.. the formal communications of an institution: advertising, promotion,
public relations, publicity, visual and graphic identity, formal signage, publications, etc.”
• Environment “.. The physical setting, where the transaction takes place, where the
product is purchased, where the service is provided and embraces: location, layout, presentation, décor and housekeeping.”
CLARITY OF OFFER
Step Four: Management
Personnel Implementation Schedule Financial/Budget
Considerations
CLARITY OF OFFER