Tourism Advertising Article (PDF)
How to get better results
AdvertisingHow to get better results
This paper is full of useful hints and tips to help achieve better results from advertising by tourism organisations and tourism businesses. It is designed to help regional tourism to
· avoid advertisements that are a waste of money
· get better results from advertising budgets
With the compliments of
Norm White, Director
Mt Waverley Victoria
Ph. (03) 9888 1572 Mob 0409 198 531
27 January, 2004
Please feel free to make this paper available in full or in part to others who may be interested in a more successful tourism industry for regional Australia and New Zealand.
If published, please provide acknowledgment to Advance Tourism.
For years, regional destinations and regional tourism businesses have asked constantly how they can get better results from their advertising.Reasons why advertisements fail
The main reasons why regional tourism advertisements don’t succeed are as follows
Improving advertising results
- advertisements do not convey the message that customers want to read about the destination or product. Too often advertisements express what the seller wants to say rather than provide the information that customers are seeking.
- format of the advertisement fails to attract the attention of customers
- advertisement is too small
- advertisement is a “one-off” - these advertisements only succeed in exceptional circumstances
- advertisement appears in a newspaper or magazine which is not read by the target market or target market segment
- advertisement appears where there is no supporting destination marketing or proven market demand
- advertiser fails to recognise the difference between uncommitted travellers yet to decide which destination is to be visited by comparison with customers who have chosen a particular destination but are still undecided as to where to stay, what to do, etc
- advertisement is in a publication with poor distribution.
This paper addresses the problems outlined above and other issues that limit advertising results. There are many hints and tips provided including indications as to which advertisements would be a compete waste of money.
This paper is structured with
- a definition of “advertising”
- a review of the various advertising options available
- do’s and dont’s
- a need to have an annual marketing plan, even a simple one. Benefits go straight to the “bottom line”.
- format of advertisements - very important
- evaluation of results, also very important.
About the author
The author of this paper has had a lifelong career in tourism, marketing, aviation and business management. Before starting Advance Tourism in 1988, Norm held appointments with Trans Australia Airlines / Australian Airlines which included Holiday Travel Manager, National Group and Convention Manager, State Manager Tasmania and General Marketing Manager. These posts included marketing and management responsibilities throughout Australia and overseas.
As consultants specialising in regional tourism, Advance Tourism has been directly involved in assisting regional tourism from large regions to small tourism businesses with their marketing.
This background makes it possible to produce this reference paper which is designed to help regions and tourism businesses get better results from funds spent on advertising.
definition of ADVERTISING
Advertising is one of the main elements of the market communications mix. It involves using paid media to communicate persuasive information about a destination, product or service. Advertising is used to provide information and influence attitudes amongst customers. Advertising can be directed at customers in either a targeted narrow way or in broad geographic applications.
Advertising has three basic objectives
- to inform customers about new products, experiences, services and other information that they need to be know
- to persuade customers to purchase a destination or product, to perceive a destination or product differently or change a brand preference (as an example to perhaps change a customer’s preference for a destination or change of accommodation at a destination) or
- to remind customers about a destination or product, where it may be purchased or how it may be purchased (booked).
Customer buying patterns
When planning tourism advertising it is essential to consider customer buying patterns when planning a holiday (even tourism industry staff). These are the usual steps for most people.
Step 1. Type of holiday Usually the first question is “what type of holiday do we want?” This may be a seaside holiday, a touring by car holiday, perhaps a fishing trip, a restful quiet break in a mountain retreat, a houseboat holiday or one of many other options.
Step 2 Location “Where is the best place for our chosen type of holiday?” Will it be within the same state, interstate, perhaps New Zealand?”
Step 3 Other activities “What else will we do while there?” ”What other attractions or activities are available to enjoy? Other activities of appeal may be bushwalking, visiting wineries, playing golf, water skiing, river cruises, shopping, etc” While there may be a main reason for visiting a destination, usually customers want to know about other features.
Step 4 Accommodation “Where shall we stay?” “What options are there in type, standard and tariff?”
Step 5 Dates and travel method “When do we want to travel?” “How will we travel?”
Step 6 Bookings “How do we make bookings?” “Do we need to book in advance?”
Assistance with information. When formulating travel plans, frequently customers need information to assist with their decisions. The most popular sources of information are
- Visitor Information Centres (reached by phone, e-mail or writing)
- Internet, websites are very popular with both Australian customers, particularly in capital cities, and overseas visitors
- destination brochures
- travel agents (particularly for some destinations reached by air services or cruises)
- automobile clubs (for touring customers)
- friends and relatives who have previously visited the intended holiday destination.
It is important to note that selection of the destination is a significant part of the process of planning leisure travel. If customers know little about the destination, it is not likely to be high on their list of preferred places to visit.
The various steps above need to be kept in mind when designing tourism advertising.
advertising has changed
In recent times advertising strategies have changed. In the “old days” the practice was to rely on mass media motivating customers to make purchases to achieve marketing objectives. In the “old days” the choice for advertisers was largely morning and afternoon city newspapers, TV and radio. Today there are no afternoon newspapers but there are more “free-to-air” TV channels and cable TV. “Free-to-air” TV has become so expensive that even some State Tourism Organisations are unable to fund TV advertising and have turned to cable TV, cinema advertising and other means to communicate with their markets.
In the “old days”, advertising was used to reach a broad range of people usually to promote a destination or product. Today, tourism uses targeted advertising which is far more cost/effective where generation of business is the priority.
A major new development has been the introduction of the Internet. It’s widespread use by customers and the travel industry in major markets in Australia and overseas has had a dramatic impact for tourism. Consumer media is increasingly directing customers to contact their website to access further information and to make purchases. This development is seriously under-estimated by large numbers of regional tourism organisations and businesses - to their detriment. Anecdotal evidence from regional tourism businesses with their own website is that commercial benefit has been so significant they would not be without this new medium.advertising options
There is a wide range of options available where regional destinations and tourism businesses may spend their marketing budget. Some of the choices include
Capital city, suburban and regional newspapers
Destination brochures produced by
* tourism organisations in regions
* private sector publishers
Directories produced by
* automobile Clubs through AAA Travel
* private sector publishers
Travel week and Travel Trade
Australian Tourism Data Warehouse
Options are explained with hints and tips on the following pages
When deciding whether or not to advertise in print media, there are certain fundamentals which should be considered. They are
1. Circulation figures for the publication. Circulation is the number of copies of the newspaper or magazine that are sold directly or through subscription. Advertising rates for these publications are based primarily on circulation figures
2. Readership of the publication. Readership is the total number of persons who are estimated to read the publication. This figure is usually higher than the circulation figure because, in most households or offices, more than one person may read the publication
3. Area of distribution. How widely circulated is the publication? As an example, with suburban newspapers they can supply a map of the area that shows where the newspaper is distributed. Does it cover your target market segments?
4. Demographics. This is a description of the composition of the market being reached by the publication. This applies particularly to consumer publications. This information is not as relative with specialist publications designed to target a particular segment such as backpackers. Demographics can give an indication of age groupings, sex, religions, income levels, family sizes and other information which can be valuable when targeting marketing and advertising.
5. Editorial support. Does the publication include editorial with travel information eg a travel feature in a newspaper?
This information is usually available free from the organisation trying to sell advertising space.
By using this information, the first step is being taken to address whether there is a target market or target market segment in the area covered by the publication. It will also assist to evaluate whether the advertising rates are giving value for money
Metropolitan newspapers have weekly travel features with a high readership particularly amongst potential travellers. Well worth considering.
These newspapers can be a valuable option for advertising destinations, special offers, events or packages.
The advertising rates for casual advertisements can seem expensive but these regular features do enjoy high circulation and readership figures.
Some metropolitan newspaper travel features also have a classified section which is used by customers who have chosen their destination and are looking for somewhere to stay or perhaps book a houseboat holiday. The value of these sections can be assessed by looking at several issues to see how many regular advertisers appear. If there is a lack of regular advertisers - be cautious.
Suburban newspapers have a mixed reputation for tourism advertising. Some are very effective while others are not.
Tips to assess whether a particular suburban newspaper offers potential are
1. Ask if the newspaper has a regular travel section? If no - show caution
2. Ask for details of circulation, readership, area covered and demographics of the area that the paper covers
3. Ask to see a complete copy of the last issue of the newspaper. If there is a strong emphasis on, say real estate, and little evidence of coverage for tourism - show caution
Some further tips
1. If the target segment is the seniors market and the demographics show the area mainly has young families - show caution, there may be better value elsewhere.
2. If readership levels are low, exercise caution. However this may mean the publisher is being frank and readership figures are conservative estimates.
Regional newspapers have cheaper advertising rates but don’t necessarily have a large readership.
If the regional newspaper covers one of your target markets, it may be worth considering particularly if there is a regular travel feature.
If your regional tourism organisation also conducts destination marketing activities in this market this should be regarded as a “plus” when deciding whether to advertise.
There is an endless list of magazines including some general interest magazines which have travel sections. Well read are magazines in weekend newspapers.
Any magazine should be assessed on its circulation, readership, demographics and its coverage of travel and tourism.
Another important question is to ascertain whether a magazine you are considering reaches your target markets and target segments.
If the product being marketed is an upmarket B&B or fine restaurant then the magazine needs to reach the type of clients that would patronise such properties. This principle is the same for other products.
Supplements and features
One of the regular practices of many publications is to schedule special supplements or features about a particular topic. As an example, the Black Stump Times may decide to schedule a feature to promote a particular destination to its readers.
The business objective of the supplement for the Black Stump Times is to generate revenue for the newspaper.
As a tourism organisation or tourism business, the issues to be decided are
· is Black Stump a target market? Demographics are part of this consideration.
· what are the circulation and readership figures of the newspaper?
· is the proposed supplement supported with destination marketing activities by the tourism organisation for your destination?
· will this be a “one-off” advertisement for you or will there be follow up activities?
The final question to ask is “if you do not advertise, will there be any penalty for your destination/business in terms of lost opportunities?”
Destination brochures produced by tourism organisations in regions
- large destinations
(Often known as the Holiday Guide or Visitor Guide, usually A4 size 210 x 300 mm)
The most important merchandising tool for any destination is the destination brochure. The primary functions of destination brochures are
· to attract customers (visitors) to the destination, and
· to introduce customers to the advertisers who fund the brochure.
Both functions are very important although too often the second function can be overlooked.
When approached to advertise in a destination brochure, the sponsoring tourism organisation should indicate
· how many copies of the brochure are printed
· how the destination brochure will be supported by other destination marketing activities
· how and where the destination brochure will be distributed to target markets and target market segments.
If the brochure has
· no defined plan and a scattergun approach is used, or
· there are no planned supporting marketing activities indicated, advertisers should exercise caution.
As a general rule, destination brochures are distributed outside the destination to attract customers to the destination. Other material is usually produced for use by customers after they have arrived at the destination like a local Visitor Guide?
What is of paramount importance is the need to make destination brochures thoroughly comprehensive. Many customers and travel industry contacts judge the appeal of a destination by the contents of a destination brochure. If the range of reasons to visit and range of accommodation choices are only a small percentage of the total range of options available, customers can form an adverse impression and business can be lost to the destination.
Destination brochures produced by tourism organisations in regions
- smaller destinations
(usually DL size 100 x 210 mm)
With smaller destinations there can be local pressures for a local destination brochure because of the belief that this will bring customers (visitors) to the destination. Regrettably these brochures are rarely effective for these reasons
· there is not sufficient advertising revenues available to produce a brochure which is competitive or printed in sufficient quantities for distribution in distant target markets and target market sectors
· the brochure is largely distributed close to the destination which means customers have to come to the destination to obtain a copy
· even then there are so few copies available as a percentage of the size of the market, only a few visitors can obtain a copy
Smaller destinations would obtain far better results if they sought greater exposure in the regional destination brochure. Touring customers today want information about a variety of destinations, not just once location. Many large regional centres are surrounded by smaller centres. Customers want to know about both the larger centres and the nearby smaller centres. It is good customer service to combine the information into one brochure. It can also mean that advertisers will get a better result from the funds they spend on their advertisements.
Destination brochures produced by private sector entrepreneurs
At many destinations around regional Australia there are destination brochures produced by the private sector. They have every right to do so. Sometimes these destination brochures have been produced because the tourism organisation has not been fulfilling this need adequately and left a gap in the market.
Some destination brochures produced by the private sector are four colour glossy productions while others have four colour covers with pages printed on newsprint. The latter standard should be avoided where possible but it is more important to have a brochure of this standard than none at all unless the presentation it conveys is unfavourable to the destination.
Regional tourism businesses (operators) should apply the same advertising assessment criteria to these publications as for destination brochures produced by tourism organisations. Particular attention should be given to distribution arrangements. It is very easy for a publisher to promise a certain distribution plan but then not ensure that the plan is followed. You need to ensure that the brochures will actually reach your market.
Local Visitor Guide brochures produced periodically
These are local brochures which promote attractions, events, where to eat etc to visitors when they are at the destination. These are very important publications whether produced by the tourism organisation or private sector publishers.
The same assessment criteria applies to these publications viz is the format customer friendly, is the format designed to please customers rather than advertisers, does it provide the information customers require, is the distribution effective, where are they distributed, how many are printed and how long will it be before this particular edition is superseded, etc.
Directories produced by Automobile Clubs through AAA Travel
For a long time these publications have been the leading authority for travellers particularly touring customers. These directories are still the most comprehensive publications of their kind. They include some promotion various destinations.
The major feature of these directories is that they are purchased by intending travellers. If advertisers are not getting a satisfactory return from their display advertisements, is it probably because the format of their advertisements does not persuade the customers. Do the advertisements offer sufficient WIIFM factors? Are the contact details easy to read (very important)? Do try to avoid “reversing” contact details out of pale colours.
Directories produced by private sector entrepreneurs
There are numerous directories produced by the private sector eg Dawsons Accommodation Guide. These perform a valuable role for the tourism industry. Participation in these directories should be decided by applying the standard assessment criteria for brochures as shown above.
Travelweek and Travel Trade
These are the two leading national travel publications read widely by in the travel industry. For destinations and tourism businesses that rely on business from travel agents, they can be very effective for announcing marketing initiatives or reminding travel consultants about the destination or individual tourism and travel products.
Advertising on radio can prove effective. Normally the radio station will offer a “run of station” package of say 25 x 30 sec commercials (advertisements) for a set price. These are spread over a variety of programs to reach a wide audience. This would be the minimum size package to have any impact. Desirably there should be other marketing activities to support these commercials.
When considering the package, the station should be asked for details of
· ratings by time zones (programs)
· numbers of listeners for each time zone (program)
· demographics of listeners
· broadcast area covered by the station
· any opportunities for editorial interviews on talk back programs to support the advertising.
Like radio, TV stations like to offer packages. Metropolitan TV is beyond the budget of many regional destinations and tourism businesses. Cost of producing the TV advertisements also calls for an additional budget.
With regional TV, stations like to offer packages and in some instances include the production costs for the commercial.
Some regional stations offer very attractive low cost packages. However such packages can prove to be a waste of money if there are no bookings forthcoming.
When evaluating proposals from regional TV stations, the following should be considered
· ratings for the programs covered by the packages
· numbers of viewers for each program in the package
· demographics of the viewers
· quality of commercial produced by the TV station.
With production of the TV commercial, it is important to examine the skills of the TV station. While many regional TV stations are very good at producing TV commercials for retail stores, agricultural products, real estate agents and others, tourism commercials are different. They must concentrate on the appeal of the destination, the reasons to visit and/or the tourism product accommodation, resort, etc) to be advertised. The technique used concentrates on conveying the experiences to be enjoyable. The TV station should be asked to show example commercials that have been successful for other tourism clients. If they have no track record of success with tourism commercials, caution should be exercised.
This is an emerging advertising medium and may be worth considering if the advertising rates are attractive. However any assessment of advertising on cable TV should be the same as for TV shown above. Also the TV commercial needs to be of a very high standard.
Cinema commercials can be effective for destination marketing. Apart from the cost of producing a professional standard commercial suitable for cinema screens, this can sometimes be a cost/effective means of reaching a wide audience. Again any assessment needs to consider the films that are being shown, number of people in audiences, the demographics and whether the cinema is in a target market.
The Internet is already a force to be recognised in terms of tourism marketing. Considerable numbers of Australian and overseas customers are using this facility to learn about tourism destinations and products. Although there are many regional tourism businesses with websites and e-mail addresses, there are still many in regional Australia who are yet to recognise the business potential of this new medium. Within five years, nearly every tourism business in regional Australia will find they cannot do business without this facility.
For destination marketing there are two systems being developed that are reliant on support of regional tourism businesses. They are
· regional websites developed for the Australian Tourism Data Warehouse by State Tourism Organisations, and
· regional websites operated by regional or local tourism organisations.
Many larger destinations are finding these two systems are competing against each other for support from regional tourism businesses.
Tourism businesses at these locations who only wish to support one website need to decide which website will deliver the most customers for their business.
For the future of regional tourism development it is vital there be effective regional destination websites supported by tourism businesses. Many customers and travel industry contacts evaluate the appeal of a destination by what they find on “the Web”. Often they have no other reference available to them. If the website has poor listings of attractions, accommodation, etc, customers can decide not to visit.
Advantages that regional websites have over state websites are as follows
· with customers who have already chosen their destination, it is more likely they will access the destination website not the state website
· with many customers, particularly overseas visitors not familiar with Australian state names, they are more likely to choose a regional website, the exceptions being Tasmania and the Northern Territory.
Businesses in tourism are faced with two levels of marketing
· Level 1
Destination marketing because customers must first choose to visit the destination before they can be patrons of any tourism business
· Level 2
Marketing for their own business.
Many tourism businesses recognise the need for marketing for their business but feel it is the responsibility of some-one else to market the destination, not them. This is not correct.
Every business that gains benefit from the visitor industry needs to support destination marketing. The undertaker in Tenterfield NSW has long been a member of the local tourism association as that enterprise gets business from the visitor industry.
Because individual businesses alone cannot afford to fund destination marketing, around regional Australia are private sector regional and local tourism organisations comprised of members who are local tourism businesses. The role of these organisations is to
- undertake destination marketing activities for their destination
- generate revenue for local tourism and other businesses.
Most Councils support this emerging new industry, tourism, because of
- the flow on benefits from the industry for the community
- the need for the destination to be competitive with destination marketing which the private sector cannot fund alone.
It is imperative that private sector tourism businesses, when planning their advertising budget, consider the need to support, and gain from, effective destination marketing.
Do’s and don’ts of ADVERTISING DO have a plan
No matter how small or how large is the tourism destination or tourism business, there needs to be an annual marketing plan, even a simple one. It does not need to be complex but the plan will provide direction and help make better decisions about advertising opportunities as they arise.
Any improvement in results from better control of expenditure will go straight to the “bottom line”.
Further details are shown later under “Importance of Marketing Plans”.DO have a budget
Many advertising opportunities look too good to miss - but are they? If there is a set budget for marketing for the year, this imposes self-discipline on how funds are allocated. In the section “Advertising options” are included many hints and tips as to how you can better evaluate advertising opportunities.
DO have clear business objectives
“It was a good idea at the time”. That should not be the reason for spending money on advertising. There should be a business objective. Some suggested business objectives could be
DO have a clear reason for any advertisement
- to stimulate demand in a shoulder period. These advertisements may have a retail approach using packages to attract customers
- to promote a new feature like an attraction, extending trading hours, a motel adding a dining room or a houseboat operator adding new houseboats to the fleet
- to compete against new competition by reminding customers that they will still be welcome
- to take advantage from a tourism organisation’s destination marketing initiative.
The days have gone when advertisements can be scheduled without a clear business reason. What the advertisement is designed to achieve should be stated up front so that evaluation is easier.DO RECOGNISE THE IMPORTANCE OF DESTINATION MARKETING
As indicated above, every tourism business needs to be cognisant of the importance of destination marketing. If the customers do not visit your destination and go somewhere else, no tourism business or any other business will earn any revenue from visitors.DO CONSIDER CAREFULLY THE FORMAT FOR THE ADVERTISEMENT
Many regional tourism businesses spend money on advertisements that fail to produce results. Often they blame the newspaper, magazine, or other medium which was used.
Far too often the advertisement fails because it has a format that does not attract the attention of customers. The “Advertising formats” section of this paper has further details.DON’T waste money on “one-off” advertisements
Advertising only once in any consumer newspaper, magazine, trade press, radio, TV or any other medium does not usually achieve anything. It takes a series of advertisements to have impact. Tourism businesses that schedule one advertisement should not be surprised when they get no response.
The only exception may be when the advertisement is included in a travel supplement featuring the destination which includes
- strong editorial exposure,
- other supporting marketing activity designed to target a specific market or market segment identified by the tourism organisation.
Sometimes a tourism business feels obliged to take an advertisement in a program for a local event. This is usually for “good citizen” reasons.DON’T waste money on small advertisements
Some tourism businesses say that they have a small budget and can only afford a small advertisement in consumer print media. In that instance it is recommended that other marketing techniques be used. Small advertisements usually are not seen by customers and become a waste of money.
The exception is classified sections in newspaper regular travel features and automobile club magazines. They are read by prospective customers.DON’T structure advertisements to please you. Design them for customers
A major limitation with many advertisements is that they are designed to either
- show pride in the destination or product by the advertiser, and/or
- emphasise what the advertiser wants to sell.
Refrigerator manufacturers do not promote the size of the engine or the cubic capacity for storage. Instead they address issues important to the customer such as the size of the freezer shelf, how the milk and other drinks are stored, compartment for eggs, chiller tray and ease of access to the various features. The WIIFM factors for refrigerators are storage and convenience, that’s what customers want.DON’T leave out the WIIFM factor
Customers do not usually share your enthusiasm for your destination or your product. They want to be certain that what you are offering will be enjoyable for them and will cater for what they want.
Any tourism advertising must recognise that customers decide whether or not they will “buy” the destination, attraction, place to eat, motel, B&B, caravan park, etc. on the strength of the WIIFM factor. Will it provide an enjoyable experience, is it located to suit their needs, will the accommodation be part of the fun, etc?
When a customer sees any tourism advertising, always at the back of their mind, in some form, is the question, “what’s in it for me?”
If customers cannot see any benefits to enjoy, the sale (booking or attraction entry) will be lost.DON’T use photographs which appear to have come from a family album
In the interests of “saving a few bob”, tourism destinations and tourism businesses sometimes use photos that look as if they have been taken from a family snapshot album. Such photos can be a real “turn off”.
There is a technique for good tourism photos. By browsing through brochures produced by Tasmanian Temptation Holidays, Qantas Holidays, Sunlover Holidays, cruise ship companies, New Zealand brochures and others, the standard will soon be clear. This needs to be matched to be competitive.
Any tourism destination or tourism product needs to use photographs that impress customers otherwise they may think your destination or product is second rate. If this occurs not only will you have “saved a few bob” in the expenditure column, but the revenue column will be down too.
When choosing a professional photographer to take photos it can help to choose a photographer skilled in tourism photos. As an example a photographer who is good with wedding photos may not have the skills for tourism photos which are quite different.DON’T have bland and uninteresting copy
Unlike other products, tourism is about enjoyment, excitement, adventure, special interest, relaxation and particularly different experiences.
Destinations that are more successful have emotive advertising supported by brochures which enthuse customers with their carefully selected pictures, appealing design and exciting copy. Advertisements that use bland and uninteresting copy cannot expect to
- be competitive, or
- enthuse customers about their destination or tourism product.
Later in this paper are examples of copy (text) which are designed to enthuse the customers.DON’T be afraid of joining with other businesses
A successful practice is where a group of local businesses join together to share the cost of a large advertisement to target their customers. Good examples are groups of B&B businesses at a destination sharing the cost of a large advertisement in a newspaper, local destination brochure or an AAA directory. A good example is shown on pages 270-271 of the 2003-2004 edition of the AAA Queensland directory where 13 accommodation businesses have joined with the Hervey Bay Tourism Bureau to promote Hervey Bay. The double page advertisement highlights the features that customers enjoy at this destination and then offers a selection of 13 accommodation properties.
Exercise caution - advertising in new markets
Some think that new markets can be developed with advertising alone. With tourism, this is extremely difficult to achieve. There needs to be supporting marketing activities in place.
As an example, some regional destinations have attempted to tap into the NZ market but have had disappointing results because neither customers or the travel industry in NZ are familiar with their destination.
Within Australia, the same applies. Developing new markets can take up to three years and usually requires a defined marketing strategy.
Advertising is likely to be unsuccessful without supporting publicity, promotions, industry briefings and easy access by customers to brochures and/or website
importance of marketing plans
Every destination needs a destination marketing plan as do individual tourism businesses. Such plans do not have to be complex but there is a need to prepare a plan each year which defines
- existing markets to be serviced with marketing initiatives to maintain market share and to increase demand
- existing market segments to be protected and expanded further
- cooperative marketing initiatives. For tourism businesses this should mean joining with the tourism organisation to help market the destination. This can include an advertorial in the destination brochure, a listing on the website, participation in special promotions or other activities.
- new business to be developed
- reprint of existing brochures
- direct mail. etc
Once a simple plan has been produced, it becomes much easier to plan how budgets and other resources will be used.
One benefit is the ability to more easily define which advertising opportunities (there are many each year) which offer business potential as distinct from those that would be a waste of money.ADVERTISEMENT formats
Regional tourism spends large sums each year on advertising but how much proves to be effective? Many advertisements fail to produce results and poor design is often the reason. Advertisements that work follow a number of basic rules.
First and foremost, successful advertisements carry a strong message that relates to the reader. It grabs their attention, and excites their interest by presenting customer benefits in a compelling, involving way. The advertisement heading describes the one key selling point that will enthuse the reader. This should have no more than eight words.
The copy then expands on this and talks about other advantages, expressed in terms that readers understand. The advertisement needs to have a warm, friendly, reassuring personality. It should be honest, simple and clear with no fancy design gimmicks or flash graphics. It doesn’t have to strive for effect, because a good advertisement taps the potential customers’ emotions, and appeals to their needs with telling words.
Chances are non-performing advertisements will be self-serving by putting the brand name (name of the business) at the top instead of a hard working headline. This is the lazy way to do it. The reader reaction will be “OK, so you call yourself Black Stump Valley. So what? Why don’t you tell me.
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