tourism marketing mixAre you controlling your marketing dollar? Today’s tourism marketing mix offers a seemingly complex, and frankly costly, selection of ingredients.

Few operators will implement all options at once due to budget and resources limitations or their business model.  It’s up to each business to research which elements are the most cost effective, which mix will fill capacity, which will be tasty in the short term and which will last the distance, which options go well together?

Below is a list of options you may have considered (disclaimer: in no particular order of importance!).

What are your top five most cost effective and how did you discover that they work? Is there something missing from list?

  • Brand name – Product names
  • Logo
  • Tag line, key messages/ byline
  • Photography
Marketing Collateral (Banners, brochures, flyers, signs and posters)
  • Design (incorporating words, photography, logos etc)
  • Printing/production
  • Distribution and display costs – Brochure rack fees, Space rental (signage)
Website and E-marketing
  • Website – design, domain name
  • Search engine optimisation, incorporating: design and code, content, links
  • Integrated /third party booking engine
  • E-marketing – Third party directories, Free listings and Paid listings (online advertising), Pay-Per Click (Google Adwords etc), Other web advertising (Banner ads etc)
  • Social Media (i.e. Tripadvisor, Facebook, Twitter, Youtube, Pinterest etc.)
  • Blogs and News, RSS feeds
  • HTML Email newsletters
Public Relations
  • Press releases – Consumer Press/ Trade Press, Distribution
  • Editorial
  • Media monitoring/ clipping service
  • Media liaisons and events – Local-International, Samples/giveaways
  • Media familiarisations – Travel and hosting costs
  • Promotions – Giveaways
  • Media resources – Media pack, Image library
Travel Agents and Trade Distribution
  • Sales Relationship Management – Wholesale Travel Agent, Inbound Travel Agents, Online Travel Agents, Retail Travel Agents
  • Trade Shows – TRENZ, Meetings,
  • Trade directories/ brochures
  • Sales trips – Local (inbounders), International
  • TV
  • Radio
  • Billboards and sign writing
  • Print advertising (Newspapers/magazines)
  • Advertorial
  • Guide books/ directories
  • Internet/Online advertising
  • Other
Associations/Marketing partnerships
  • Local partners
  • RTOs/DMOs (Regional Tourism Offices)
  • Touring Routes
  • Other (Lodge Association, Motel Association, etc.

One thought on “Tourism Marketing Mix what’s the recipe for success?

  1. […] This post was mentioned on Twitter by Danjal Es, NZ Tourism Blog. NZ Tourism Blog said: New blog post: Tourism Marketing Mix What's the recipe for success? by @simcmanus […]

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