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

1. The Business of Leisure 2009 Marketing and Promotionin Leisure and Tourism

2. Marketing and Promotionin 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 MarketingMix

3. Marketing and Promotionin 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

4. The Alton Towers Resort

5. 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”

6. 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 500k guests per year – the response rate is around 10%

7. 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 recommendAlton Towers Resort to friend

8. 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

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

10. 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

11. 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 SW6 ???

12. 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

13. 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 The Marketing Mix: Promotion

14. 2009 Resort Advert

15. 2009 Resort Thrill seeker radio advert

16. 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

17. 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

18. 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)

19. 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

20. 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.

21. Any Questions? Thank You