The Business of Leisure 2009 Marketing and Promotion

The Business of Leisure 2009 Marketing and Promotion in Leisure and Tourism

Marketing and Promotion in Leisure & Tourism • What is Marketing? “The development of goods and services that meet customers’ ever changing needs. ” • For discussion today: Marketing Research Target Marketing The Marketing Mix

Marketing and Promotion in Leisure & Tourism • Ensuring a sufficient number of guests visit and ideally stay over • Developing and communicating the product in line with our brand vision. • Ensuring that guests are aware of our total resort offering; At the right time Using the appropriate medium Key messages

The Alton Towers Resort

Market Research • Market Research is a process that helps us to identify who our customers are and what their needs are. • This allows us to understand ways to target these audience types and allows us to identify ways in which we can provide new or improved products and services • It also allows us to identify patterns in the ‘type’ of guests that visit Alton Towers Resort and whether they are likely to visit again in the future – This is known as “Intention to Visit”

Market Research • Types of Research – – Database PDA CSQ Touch Screens • We target every car in the car park with a feedback questionnaire. – This amounts to approximately 1 in 4 guests, or around 500 k guests per year – the response rate is around 10%

Market Research • Results from our 2008 research revealed: • 28% of guests staying away from home overnight stayed at one of the two Alton Towers Resort Hotels • 96% of guests were already aware of the Alton Towers Resort Hotels before their arrival at the Park • 93% of guests would recommend Alton Towers Resort to friend

Target Marketing • Target Marketing is the development and promotion of products & services that appeal to a specific market segment. • We target people on both their demographic and their attitudes – – – Age Gender Social group Ethnicity Lifestyle Propensity to visit a theme park

Marketing Mix • The simple marketing mix is made up of the 4 P’s Product Price Promotion Place

The Marketing Mix • The marketing mix at Alton Towers Resort: Product: Britain’s number one short break destination Price: Competitively priced for the available product, offering value for money options to suit all audience types Promotion: Communications mix including TV, radio, digital and press to maximise awareness and entice people to visit Place: A unique, accessible environment

The Marketing Mix: Product • The product covers both goods and services that we offer • Goods • – something that you can use or consume e. g. food and drink, photography, merchandise • Services • – something that someone does for you e. g. the ride experience A brand name sets goods/services apart from other products Alton Towers Resort Sharkbait Reef by SEA LIFE Oblivion SW 6 ? ? ?

The Marketing Mix: Price • Alton Towers Resort ensures that it is competitively priced and offers many value for money options to appeal across its target markets • On occasion, we are able to drive guests to visit the resort at quieter times of the year through price incentives and special offers. • Ticket types include: – – – – Adult Child Under 4’s Senior Citizens Disabled Family 4; Family 5 Groups of 10+ Annual Pass

The Marketing Mix: Promotion • Alton Towers Resort works with specialist agencies in order to develop a suitable campaign strategy • Promotional techniques are ways that an organisation communicates its product and services to drive awareness and promote trial • ADVERTISING METHODS • TV, Radio, Press, Digital, Cinema, Outdoor • Direct marketing – Door drop, E-shots, Schools, Parent & Toddlers • Public relations • Personal selling

2009 Resort Advert

2009 Resort Thrill seeker radio advert

The Marketing Mix: Promotion • Sponsorship • Although Alton Towers does not use sponsorship as a promotional tool, other companies approach us to sponsor our rides. Sponsorship can be used to: • Create a corporate identity • Improve a corporate image • Launch a new product • Enhance effectiveness of A&P • Create merchandising opportunities

The Marketing Mix: Promotion • Sales Promotions – Promotion techniques can be defined as: – Immediate: where the reward is given to the customer at the time of purchase e. g. discount coupon – Delayed: where the reward requires further action on the consumer’s behalf e. g. collect vouchers – Alton Towers Resort uses two forms of promotion – Solus: builds brand awareness/association – Multi-brand: heavyweight coverage to drive volume through greater offering

The Marketing Mix: Promotion • AIDA helps ensure that promotional materiel grabs the attention of the customer A Attention (gets the attention of the customer) I Interest (keeps the interest of the customer) D Desire (creates a desire to want to do something) A Action (drives the customer to action)

The Marketing Mix: Place • A unique, fantastical resort offering for people of all ages • Guests can reach Alton Towers Resort by a range of methods – – Car Coach Bus Train

Conclusion • Market Research can be conducted in a variety of ways to identify who our guests are and what they want when they are here. • Target Markets can be split by demographics and attitudes. This helps us to offer relevant goods and services to the appropriate audience through the correct communications mix • The marketing mix comprises of Product, Price, Promotion and Place. By adapting our marketing mix, guests are more likely to visit and more likely to return in the future. • Promotion is the communication of a product or service to a customer. A range of promotional techniques are available and a mixture of these elements will make sales of a product greater.

Any Questions? Thank You