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Marketing

Pearls of Wisdom

“Business no longer means realising transactions, businesses must be an agency in transforming society and bringing about meaningful change.” Banyan Tree

As a highly competitive service industry, tourism businesses face the challenge of being able to effectively reach and communicate with the visitor market and successfully generate sales. Marketing is a core function of any tourism business, however is often restricted by resource and funding availability. Read more
As a highly competitive service industry, tourism businesses face the challenge of being able to effectively reach and communicate with the visitor market and successfully generate sales. Marketing is a core function of any tourism business, however is often restricted by resource and funding availability. The marketing activities of a business should be guided by an overall Marketing Plan’ and be underpinned by the business’ unique selling point and core brand values.

As identified in Tourism Victoria’s Tourism Excellence Modules, there are seven ways to drive profit in any business:

  1. Increasing the number of leads
  2. Increasing conversion to sales
  3. Increasing average sales value
  4. Increasing sales per customer - repeat visitation
  5. Increasing the profit margin per sale
  6. Decreasing variable cost per sale, and
  7. Decreasing fixed overheads

The majority of these opportunities can be significantly influenced by the type of marketing strategies that a business employs. Successful business marketing should:

  • Be based on market research and identification of the business’ unique selling point;
  • Employ relevant promotional and advertising actions to influence visitor perceptions, awareness and product choice;
  • Employ effective sales and distribution channels to enable conversion of intention into actual visitation;
  • Identify and leverage cooperative marketing programs with tourism organisations and businesses to provide resource synergies and increased visitation potential;
  • Gaining ‘cut-through’ of the business’s marketing message through innovative, cost effective marketing tactics such as media and PR generation.

Please use the links below to find out more about the core elements of business marketing.


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