Marketing Communications

Abstract

Besides print advertising, marketing communications should include public relations, direct mail, and events and promotions. Any activity that has the potential to be press worthy can create an awareness of your product, provided the event represents legitimate news. Hospitality press releases may announce news that generally falls into a “features” slot, but that announcement must nevertheless be newsworthy. Assembling a press-information package is a useful exercise to present both an overview of an operation as well as a more-detailed picture for journalists interested in developing an in-depth report. Direct mail may be a letter, a calendar of events, a newsletter, a flier, or any number of other forms, the cost of which is dependent on the target audience. In any event, the writing should be interesting and informative. Involvement in the life of the community is critical to an operation's image as a good citizen. Charitable functions have a unique way of merging publicity and fund-raising. Your top-rank executives also may create business opportunities through their involvement in events and civic associations. Also, consider giving customers an unexpected extra to enhance their perception of value received. No matter what, an effective marketing plan needs the support of a management that is committed to quality.