Promotion
Promoting your product to consumers and the travel trade requires an understanding of your target market and the most cost effective way to reach them.
The promotional mix usually comprises a combination of the following:
- Advertising – print, broadcast, direct mail and the internet;
- Public Relations – media release, media kits, press conferences, media familiarisations, interviews and speeches;
- Personal Selling – trade and consumer events, sales calls, sales missions and staff training; and
- Sales Promotions– competitions and sales incentives.
Each option has its strengths and weaknesses. A good promotional strategy should include a mixture of promotional activities that you can refine as your business experience grows. Don’t be afraid to experiment with new strategies but make sure you can measure their effectiveness.
Rather than go direct, many operators choose to promote their product cooperatively through marketing opportunities offered by Tourism Australia, Tourism Queensland and Regional Tourism Organisations (like Capricorn Tourism). Many of these opportunities are cost-effective and offer greater exposure and impact than activities undertaken by individual businesses, especially in the international market place. For details on cooperative marketing opportunities with Capricorn Tourism, contact our Destination Marketing staff on +61 7 4927 2055.
No matter what promotion activities you choose, tracking the impact of your advertising spend is paramount. It will help you decide which campaigns to continue and which ones need refinement.
Tracking tips
- Are you able to set up a unique phone number or website address which allows you to track the response to your advertising?
- Can you set up a special tour code or package deal which is only promoted through your advertising?
- Or simply ask customers how they found out about your product
