Section 1: Introduction - Tourism Queensland

More documents

Recommendations

Info

INTRODUCTION | Writing your marketing plan WRITING YOUR MARKETING PLAN Cool Links Industry Assistance Industry Directory Introduction As a Queensland tourism operator you’re part of one of the State’s largest and most diverse industries. Our industry is vibrant and dynamic and its strength lies in the success of operators like you. How you develop and market your business is important, not only to you personally, but to the government and industry bodies that represent your interests. As your State Tourism Office, Tourism Queensland (TQ) provides industry support, information and resources to help you make the most of your business opportunities and deliver solid returns on your investment. We do this in many ways. One example is the development of this marketing guide. The Big Marketing Guide was funded under the Queensland Government’s 10-year plan for tourism growth – the Queensland Tourism Strategy (QTS). It contains all the essential marketing information and resources you need to help get your business established and successfully competing in the marketplace. In addition to providing you with a marketing plan template and examples of how to develop your plan for day to day operational effectiveness, the guide also offers practical marketing advice, information, handy tips and web links to help you plan for a long and prosperous future in the tourism trade. THE BIG MARKETING GUIDE 2
INTRODUCTION | Writing your marketing plan Why have a marketing plan? At this point you might be tempted to think you don’t need a marketing plan because you haven’t had one before and you’re doing OK. Or you don’t have the time to sit down and navel gaze – you have a business to run and you have a life. Well, let’s take a look at that. You make plans in order to get what you want. Planning is simply desiring something and putting into place the things that will help make it happen. It stands to reason if you plan to stay in business, you need to plan for business growth. And marketing is the primary method used to achieve that growth. Essentially, it directs the flow of goods and services from you to your consumers. You may have heard of the marketing term the ‘Four Ps’. It describes the marketing mix - a common set of business areas where marketing has a direct influence. For the purposes of this guide, we’re going to add a fifth P to cover Packaging. The five Ps are: • Product • Packaging • Price • Place • Promotion As we delve further into the planning process, you’ll see the Ps pick up on every aspect of the business and for this reason, the activities linked to Five P planning are both broad and interdependent. Along with sales, advertising and promotions, marketing plans also cover consumer/market research, product development, distribution, placement and positioning, customer service, public relations and corporate policies, systems and communication. As the business owner, you can also use the planning process to flip your view on the business and objectively assess your product, services and service delivery by looking at them from a consumer perspective. Thinking of marketing in these terms, it’s easy to see how critical it is to the everyday decision making you do for your business. In fact, the value and impact of marketing your product well cannot be underestimated. A marketing plan can help you: • identify your target markets • understand how to reach those target markets • present product to consistently meet consumer expectations • extend and /or develop new product • create and realise new opportunities • attract new and repeat customers • increase sales and • maximise the returns on your investment. The big picture Another important facet to your planning is having a good understanding of the external environment and how the tourism industry works. Not just understanding it, but becoming actively involved. As a tourism operator, you are an integral part of a tiered tourism industry system, which exists to develop tourism at national, state and local levels. Each level has its specific roles and responsibilities. However, collectively, they are a powerful force in driving consumer demand for our tourism product. Knowing how the system operates and tapping in to the various agencies and industry bodies as needs or opportunities arise can substantially enhance the effectiveness of your business marketing. The knowledge, networks and relationships gained through these and other professional affiliations can also lead to exciting and unexpected benefits as well as lifelong friendships. THE BIG MARKETING GUIDE 3
Page 1: Takeaways Understanding of the tour
Page 5 and 6: INTRODUCTION | Writing your marketi
Page 15: INTRODUCTION | Writing your marketi

Section 1: Introduction - Tourism Queensland

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?