Reaching New Heights . . .Reaching New Heights . . . Reaching New Heights . . .Reaching New Heights . . .

Integrating MarketingIntegrating MarketingChapter IChapter I

Integrating MarketingIntegrating MarketingChapter IChapter I

Integrating Marketing in the Leisure IndustryIntegrating Marketing in the Leisure Industry

The Adventurous Feeling of MarketingThe Adventurous Feeling of MarketingThe Adventurous Feeling of MarketingThe Adventurous Feeling of Marketing

• Marketing, just like the roller coaster experience, has an adventurous feeling (a few people have been known to scream!) The more you try it, the more comfortable, prepared and successful you will be.

• If you avoid riding the roller coaster you may never know how the thrill moves you.

• If you avoid integrating marketing in your leisure service agency, you may never know the value of it to your agency.

Marketing is an integrated approach that is involved in every aspect of an organization.

• What influenced your decision?• Was it a friend who suggested you try it?• Did a brochure tell you what it would cost? • Were you excited after you read an article about how

it was enjoyable? • Did someone recommend the equipment? • After being handed a free pass could you resist

giving it a shot?

Think About The Last Leisure Think About The Last Leisure Experience You Participated In…Experience You Participated In…

Think About The Last Leisure Think About The Last Leisure Experience You Participated In…Experience You Participated In…

Marketing Defined TodayMarketing Defined TodayMarketing Defined TodayMarketing Defined Today

Integrating effective strategic, operational and communication concepts and practices that are

driven by various people that influence an agency and practiced by everyone within an agency (e.g. customers/guests, employees, volunteers, board

members, donors, suppliers, etc.).

These practices will ultimately deliver high quality leisure experiences that reach and exceed the

expectations of the people they serve while achieving agency objectives.

What is Marketing?What is Marketing?What is Marketing?What is Marketing?

• If the circus is coming to town and you paint a sign saying “Circus Coming to the Fairgrounds Saturday,” that’s advertising.

• If you put the sign on the back of an elephant and walk him through town, that’s promotion.

• If the elephant walks through the mayor’s flowerbed, that’s publicity.

• If you can get the mayor to laugh about it, that’s public relations.

• And, if you planned the elephant’s walk, that’s marketing.

• Literature in leisure only twenty years

• Not all non-profit agencies felt the need to apply marketing

• Only been since the 1990s that marketing outcomes were required of accredited recreation academic programs, therefore professionals did not have the background needed

• Public agencies felt they could not adopt marketing practices; their mission was to serve everyone

• Many leisure service agencies do believe they are integrating “marketing” yet few have approached it from a 21st century perspective

Leisure Industry and MarketingLeisure Industry and MarketingLeisure Industry and MarketingLeisure Industry and Marketing

The Role of Marketing: To Integrate The Role of Marketing: To Integrate All The Functions Of An Agency.All The Functions Of An Agency.

The Role of Marketing: To Integrate The Role of Marketing: To Integrate All The Functions Of An Agency.All The Functions Of An Agency.

Product/Service Based on Costumer Need

Employees Owners, Boards, Stockholders

Marketing

ORGANIZATION CREATION

Marketing FunctionsMarketing FunctionsMarketing FunctionsMarketing Functions

• To gather information and data

• To aid in product, service, program, and facility development

• To communicate with targeted and other markets

• To develop relationships with people within and outside of the agency

• To help managing crises

• To identify and capitalize on opportunities

• To establish the agency’s image (brand)

• To assist in funding

• To create consumer based experiences

• To exceed expectations of those served within an agency

Duties of a Marketing ProfessionalDuties of a Marketing ProfessionalDuties of a Marketing ProfessionalDuties of a Marketing Professional

Marketing Duties

Strategic Duties

Operational Duties

Develops Creative Actions

Implements Actions

Evaluates Actions

Represent All “Publics”

Develops Brand Image

Creates Customer “Experiences”

Conducts Market

Research

Formalizes the Marketing Plan

Description of Sample Description of Sample ResponsibilitiesResponsibilities

Description of Sample Description of Sample ResponsibilitiesResponsibilities

Strategically:1. Coordinates meetings with all publics to develop agency

objectives2. Shares information on current agency status and future

trends2. Provides data on employee, customer, board member,

supplier and volunteer satisfaction3. Conducts a competitive analysis to determine agency’s

competitive edge

Operationally:1. Creates brochure for staff recruitment2. Evaluates impact of attending a trade show2. Implements a radio station promotion3. Supports staff training for preparing to serve a new market

Influences on the Change in Influences on the Change in Emphasis Toward MarketingEmphasis Toward MarketingInfluences on the Change in Influences on the Change in Emphasis Toward MarketingEmphasis Toward Marketing

1. Increased Competition

2. Challenging Economy

3. Changing Consumers - Public Demands

4. Funding Challenges

5. Greater Need for Accountability

6. Advanced Technology

7. Enhanced globalization

Barriers to Applying MarketingBarriers to Applying Marketing Barriers to Applying MarketingBarriers to Applying Marketing • Fear

Fear of not having the skills and not knowing how to apply and integrate marketing; fear of investing and producing minimal results; and fear of making an investment in time, money and energy that doesn’t provide results.

• Disbelief The belief that marketing will not help the agency improve; the belief that marketing only costs money and is too mysterious and risky to make an investment.

• No need

The safety of operating under the status quo is comforting to many agencies.

Why is Marketing Important?Why is Marketing Important? Why is Marketing Important?Why is Marketing Important?

1. Provides focus toward achievable outcomes;

2. Allows for consistency in messages shared;

3. Improves and is focused on all relationships (not just customers alone);

4. Integrates the organization;

5. Cost effective (even though it costs money!)

The Marketing Process for Leisure The Marketing Process for Leisure Service AgenciesService Agencies

The Marketing Process for Leisure The Marketing Process for Leisure Service AgenciesService Agencies

Leisure Service Philosophy

MarketResearch

Strategy Analysis

Communications Decisions

Implementation

Evaluation

4 P’s of Marketing4 P’s of Marketing4 P’s of Marketing4 P’s of Marketing

• Product

• Place

• Price

• Promotion

ProductProductProductProduct

Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. (tangible)

ServiceServiceServiceServiceForm of a product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible.

Levels of Products and Levels of Products and ServicesServicesLevels of Products and Levels of Products and ServicesServices

3 Levels

1. Core Product - what the buyer is really buying

2. Actual Product – itself

3. Augmented Product – improved

Summary of Main PointsSummary of Main PointsSummary of Main PointsSummary of Main Points• The definition of marketing has dramatically changed

over time

• Everyone “does” marketing but not everyone does it effectively

• Marketing’s role is holistic; misunderstood; and misplaced in leisure agencies

• 4 P’s

• Product and Services