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This case study outlines the marketing strategies employed by a hotel chain to promote its newly established in-house, full-service spa. The marketing department devised two key promotional initiatives: a product promotion that focuses on the spa's unique offerings and an institutional promotion aimed at enhancing brand visibility. By exploring various promotional tools such as personal selling, advertising, sales promotion, public relations, and community involvement, the study emphasizes practical approaches to generating awareness and attracting customers. Engagements through direct marketing and social media are also discussed as modern strategies for effective outreach. ###
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Case Study A hotel chain wanted give its new in-house, full-service spa more exposure. The marketing department got together and decided to produce: A product promotion An institutional promotion If you were in that meeting, describe what these two ideas might be. (on paper and keep- will re-visit later in this class)
Central Question…. • What are the different things that companies/marketers can do to promote their product(s)?
objectives • TLW examine the promotional tools in both product and institutional promotions • TLW evaluate a company and design a promotional tool • Std: 4.0 The student will analyze promotional tools
1. Personal Selling • Sales rep • Disadvantage: Expensive!! • Contacts/ relationships (current and potential) • Personal meetings • Demos • E-mails • Phone
2. Advertising • Non-personal, paid promotion • Variety of media • One-way communication
3. Sales promotion • Coupons, money-back, samples, POP displays, promotional items • All marketing activities EXCEPT: • Personal selling • Advertising • Public relations
4. Direct marketing • Addresses individuals WITHOUT a third party medium (NO: TV, radio, mags, etc) • Ex: • Direct mail • Telemarketing • e-marketing • Social media • Goal: generate Sales/leads
Partners: • Corey, Jalen Heather, Andrew • Cameron, Anfernee Ariel, Greg • Brandon, Ja’Kobe Freddy, Paige • JJ, Cole Dre? • Taylor E, Lori • Trevor, Courtney • Taylor M, Dakota
Activity • In pairs, create product promotional tools (not selling or ads) for the company… • A) sales promotion (coupon and promotional item ~ reasonable!) • B) direct marketing (direct mail piece, telemarketing script, e-marketing piece, or social media piece) • *These will also be graded for grammar!
1. Public relations • (PR) activities help an organization to influence a target audience. • Publicity (FREE!!) • News releases- announcement -> media • Social media- opinions, customer contact • Influence general opinion • Create favorable public image • Re-direct problem issues
2. Company Website • Is easy to find and navigate • Gives an abundance of information to consumers and potential consumers • Ben and Jerry's website
3. Community Relations • When an organization SHOWS and PROVES an interest in the community it is in. • Chik-Fil-A • D.A.R.E • Youth football sponsors
4.Charity Involvement • “Cause” Marketing • What does this mean? • Why does this matter?
Activity • Back to the massage therapist… • Come up with either a community relations event OR a charity involvement event for this new business • Include: • A news release for the event that includes all the details (pg. 398 in text) (grammar!!) • One promotional advertisement/poster for the event (where would it go?)
