Sales promotion is short term marketing activity seeking to boost sales at peak demand period to ensure that the firms obtain its market share and are used to help new products an ailing the modified one. Sale promotion activities are attention gainers since its objective is to obtain immediate sales impact. This promotional tool is designed to to appeal to those customers who are found price sensitive. Sales promotion has effective impact on attracting those customers who have little brand loyalty.
For tourism industry the main tools of sales promotion are brochures,leaflets,point of sale,Direct mail material etc.A travel company offers give away to their clients such as wallet for ticket, cover of passport etc and hotels offers a number of facilities such as first aid kits, flowers in their rooms. These are some of the promotional tool used by the tourism industry as well as other service sectors. All promotional tools add goodwill to the companies and at the same time make the product memorable.
Some of the tools of sales promotion are below-
Travel workshop
Travel workshop is found significant is found significant to travel industry so it needs a special mention. It is form trade buyers and sellers of travel product to come together and enhance the business. Many workshops are organized with a particular purpose and theme such as coaching holidays, regional tourism. The suppliers also show interest in the incoming tourist hoteliers and ground handling agents. The tour operators of get an opportunity to meet the tourism service providers and navigate with them for tour programme requirement. It is found one of most effective means of organizing the production of package tours.
Exhibitions
Exhibitions plays a vital role in tourism industry. The important exhibitions in the global prospective are World Trade Market(WTM) in London and International tourism Exchange(ITM) in Berlin. The WTM is open to trade feature prominently. It gives opportunity to see and to be seen. Retail agents gets an opportunity to enhance their knowledge whereas national and local tourist offices get an opportunity to demonstrate their product in the country they represent. A good press coverage is found very essential here. Some preliminary planning can help to ensure a successful exhibition. Present of staff is not enough working of the staff generally found effective.
Brochures
It is a form of publication in which one finds special emphasis on the quality of paper, presentation, graphics and design and layout of pages. It is mainly used by the official travel organisations to tell the tourist what they are offering and how it will be and describe the detailed information about their product or services. It is found effective so the almost every country is using this tool of sale promotion thus it enhances the opportunities. The brochures are found bulky and requires careful planning of layout, various colors and quality of paper. The tourist get information on accommodation, travel itinerary, pricing which simplify the task of making travelling decision.
Special offers
Free gifts, price reduction, premiums and a number of contests are used in the industries like cosmetics, food product to be competitive. In tourism industry too all techniques of sale promotion are found for example we can find price reduction in air fare, special season discounts rates at tourist sites etc to attract the customers
Folders
This is most commonly used in tourism industry as a sale promotional tools. The folders are for special travel purposes such as mountaineering, hunting, fishing etc. The folder should contains the quality such as good appearance, attractive exterior and should be able to engage a person who is going through that. It is a single piece of illustration paper is which less voluminous then the brochures and its preparation is less time consuming too. Folders are generally printed on a single sheet of paper and then folded and similarity between folders and brochures is both required to be on a good quality of paper.
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