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Marketing Plan

Successful marketing can influence a potential customer’s planning process, product choice and also encourage word-of-mouth referrals. A Strategic Marketing Plan is a business planning document that identifies the marketing activities and strategies to successfully attract customers and influence product choice. The development of a Marketing Plan should be informed by the findings of the ‘Situation Analysis’ phase of planning to ensure that all existing market knowledge is considered and incorporated. Read more

Successful marketing can influence a potential customer’s planning process, product choice and also encourage word-of-mouth referrals. A Strategic Marketing Plan is a business planning document that identifies the marketing activities and strategies to successfully attract customers and influence product choice. The development of a Marketing Plan should be informed by the findings of the Situation Analysis phase of planning to ensure that all existing market knowledge is considered and incorporated.


Business Operation Tip

A Marketing Plan should identify marketing strategies that provide cost-effective promotion techniques to achieve market cut-through and avoid impacting heavily on the business’ profit margin eg. Cooperative marketing, media and PR.

An effective Marketing Plan should be developed from the customer’s perspective and include:
  • Identification of the current and desired target markets for the business;
  • Identification of the visitor markets’ information-searching and decision-making process and factors that influence destination choice and product selection;
  • Identification of trends and influences that may impact on the target markets of a destination in their travel preferences and choices;
  • Identify the marketing proposition and brand for the business that is aligned with the overall destination brand, as demonstrated by Queensland’s Capricorn Caves and their alignment with Central Queensland’s Dig the Tropics geotourism positioning;
  • Identifying marketing strategies and techniques that are aligned with the business’ target market segments, vision and values and that are cost-effective for the business to implement;
  • Identify strategies to incorporate e-marketing and use of ICT technologies for the promotion and sales of products;
  • Identify clear timelines and responsibilities for actions identified in the plan;
  • Include a marketing budget and identification of funding sources;
  • Identify key performance indicators to monitor and review the implementation of the plan and individual marketing campaigns;
  • Link to the local, regional and state marketing plans to ensure consistency in the marketing messages being presented to the consumer;
  • Identifying partnership and funding opportunities including cooperative marketing programs with industry, local, regional and state tourism organisations is important in ensuring that tourism’s share of voice in the marketplace is strong. This is demonstrated by the Great Ocean Road’s approach to cooperative marketing, industry participation and alignment with destination marketing programs.

    Please see the section on Marketing for further information on the implementation of sales, distribution and promotions strategies for tourism businesses. Reduce

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