RESORT Advertising

MESSAGE APPEALS Structure – The ad’s structure should contribute to attracting customer’s attention. For example, by using bold head...

Structure – The ad’s structure should contribute to attracting customer’s attention. For example, by using bold headlines, color or sound effects. Humor, Sex, and Fear are used in advertising messages. These may be difficult to use effectively as they should not detract from the central message. Also, society can be sensitive at times when sex is used to sell products.

As discussed previously, the source has to be credible and believable. Celebrity marketing involves having celebrities lend their name and influence to the promotion of a product. These celebrities have to be likable and easy for people to identify with. Role model marketing associates a product with the positive perception of a type of individual or a role. Buzz Marketing is giving a significant person in a social system a product to use in the hope that others will see it and want to buy the product.


Marketing Ideas for Resorts

Tourism tends to drop off during tougher economic times, which is why many resorts in 2010 are considering devoting special effort and resources toward developing marketing ideas to boost sales and customer satisfaction. International travel to the U.S. dropped by 5 percent between 2008 and 2009, including a 10 percent drop in people traveling from Europe and an 8 percent drop in people traveling from Asia, according to Office of Tourism and Travel Industries. It's the perfect time for resorts to hone their marketing tools to establish or reposition a marketplace presence, renew relationships with previous customers, and make contact with new ones.

Targeted E-mail Marketing
Resorts have effectively implemented targeted e-mail marketing strategies to boost communication with previous guests and encourage return visits, especially during the off season. For example, Mammoth Mountain created weekly and daily time-sensitive updates on snow conditions in order to tempt frequent visitors with deals on last-minute getaways when conditions were prime. Guest visits tripled thanks to this marketing idea. Messages can be personalized with the help of specialized marketing software so that e-mail recipients are less aware that they're receiving a mass message, according to the article.

New Offerings Tie-in
Resorts can create large-scale marketing campaigns while rolling out new offerings. In 2010, Sheraton Hotels and Resorts unveiled a $20 million marketing campaign to showcase their $6 billion offerings overhaul, according to Hospitality. New guest rooms, beds and Internet-connected lobbies were marketed with catchy, specialized slogans designed to magnify the resort's targeted focus of blending business and pleasure. Slogans included, "Who brings bottom lines and bottoms up together."

Many resorts, including All Seasons Resort Lodging, use their websites as a key marketing tools. Website marketing can help level the playing field between chain resorts and independent resorts, according to "Internet Marketing and Distribution for Resorts." Websites can include professional photography, virtual tours, online videos, booking information and online forms for making reservations. They may also provide invaluable feedback forms so resorts can identify strengths and targeted areas of improvement. Strategic online partnerships with complementary industries, such as airlines, car rentals, or fare-finding websites, can result in mutual referrals.

Travel-related networking has proven to be an effective marketing strategy for resorts. Companies whose holdings include numerous resorts and hotels can schedule destination sales trips, where favored or potential booking clients--like ski groups, tour operators, event planners or travel agencies--can be treated with the resort's specialized offerings. Resorts can also partner with local groups to sponsor area events. In 2010, for example, All Seasons Resort Lodging was a sponsor for the Sundance Film Festival and Triple Crown World Series.

Product Placement
Resorts can market an image by partnering with companies whose brand philosophy complements their own. "Green design" resorts may partner with vendors offering organic or paraben-free spa products, for example.


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Hotelier Indonesia Advertise : RESORT Advertising
RESORT Advertising
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