Reaching New Heights . . .Reaching New Heights . . . Reaching New Heights . . .Reaching New Heights . . .

Processing Operational DecisionsProcessing Operational DecisionsChapter IXChapter IX

Processing Operational DecisionsProcessing Operational DecisionsChapter IXChapter IX

Integrating Marketing in the Leisure IndustryIntegrating Marketing in the Leisure Industry

Strategic ApproachStrategic ApproachStrategic ApproachStrategic Approach

• Revisit the agency offerings each year.

• Understand the needs of the markets targeted.

• Evaluate past year’s data and current trends to develop offerings for specific target markets.

• Determine a specific target market objective.

• Step 1: Addresses permanent agency decisions related to offerings, distribution and price (Marketing Mix).

• Step 2: Establish the brand identity, collateral, and promotional events for the agency to achieve its target market objective (Promotional Mix).

• Step 3: Select the tools to directly reach the target market (Communication Mix).

Marketing, Promotional, and Marketing, Promotional, and Communication Mix ModelCommunication Mix Model

Marketing, Promotional, and Marketing, Promotional, and Communication Mix ModelCommunication Mix Model

Marketing Mix DecisionsMarketing Mix DecisionsMarketing Mix DecisionsMarketing Mix Decisions

• Marketing mix brainstorm.

• Place ideas in a matrix for evaluating and deciding which will be selected for the final plan.

• • The operational decisions made must reflect the

unique elements for each target market.

• The final list of decisions will be used in all collateral materials developed.

Factors to Finalize the Operational Factors to Finalize the Operational DecisionsDecisions

Factors to Finalize the Operational Factors to Finalize the Operational DecisionsDecisions

• Resources (staff, expertise, financial, tools, etc.)

• Time frame established in objective

• Agency culture – mission and politics

• Most effective method(s) for reaching the targeted market

• Return on investment (ROI) (return of value/ benefit less cost)

• Evaluation of past marketing efforts

Promotional MixPromotional MixPromotional MixPromotional Mix

• Brand identity (logo, general positioning statement, etc.)

• Promotional collateral and events

Communication MixCommunication MixCommunication MixCommunication Mix

• Includes ways in which the target market will be directly reached.

• Consider the behaviors of the market:What do they read? Where do they shop? What do they do in their leisure time? Where do they work? Where do they live?

• Public and community relations

• Advertising

• Direct sales

• Sponsorships

• Internal market

• Stewardship/quality service

Communication ToolsCommunication ToolsCommunication ToolsCommunication Tools

Marketing Budgets and Scheduling Marketing Budgets and Scheduling Activities Activities

Marketing Budgets and Scheduling Marketing Budgets and Scheduling Activities Activities

• Determine the set of mix decisions.

• Establish a budget to estimate all the costs associated with the planned activities.

• Establish a timeline for completing the activities.

• Assign who is responsible for the actions.

Evaluating Operational DecisionsEvaluating Operational DecisionsEvaluating Operational DecisionsEvaluating Operational Decisions

Evaluation methods examples:- Keep record of passes - Survey employees and costumers- Track number of returned coupons  - Upon arrival, ask consumers how they heard

about the agency- Mystery shopping of staff performance- Costumers satisfaction surveys

Market ResearchMarket ResearchMarket ResearchMarket Research• Existing consumer socio-demographic characteristics.

• Consumer behaviors of targeted markets.

• The number and type of consumers currently served.

• Market demand.

• Consumer satisfaction.

• Employee satisfaction.

• Impacts of past marketing efforts.

• Financial records by market segments served

Estimating the ImpactEstimating the ImpactEstimating the ImpactEstimating the Impact

• A simplified revenue/cost summary has to be prepared for each objective.

• A revenue/cost summary can also be prepared by comparing the incremental difference in consumers by marketing costs to determine the marketing cost per new consumer.