Developing a Promotional Strategy

Apr 30th, 2015
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University of Michigan - Ann Arbor
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For recreation and tourism businesses, promotion is a critical part of doing business. Potential consumers must get information that will positively influence what they think of a business and convince them to use its services.

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Michigan State University ExtensionTourism Educational Materials - 3371008606/06/02Developing a Promotional StrategyList of files and visuals associated with this text.Tourism Information Series no. 6Cooperative Extension ServiceMichigan State UniversityExtension Bulletin E-1939September 1986by Maureen H. McDonough and Gary A. AckertFor recreation and tourism businesses, promotion is acritical part of doing business. Potential consumers mustget information that will positively influence what theythink of a business and convince them to use its services.Promotion is the tool to accomplish this goal.What is promotion, and how can it be used in an effectivemanner? This bulletin will answer these questions and giveyou a process for developing an effective promotionalstrategy or plan.WHAT IS PROMOTION?Promotion is the activities people use to communicate withothers about their product or service and to convince themto use it. Everything you do communicates something aboutyour business. In tourism, this includes a wide variety ofactivities including brochures, billboards, and newspaperads. Promotion involves careful planning. When you see orhear effective promotion it is merely the "tip of theiceberg." A great deal of work went into planning thefinal product. But before talking about the planningprocess, we need to review the tools of promotion.THE TOOLS OF PROMOTIONDay in and day

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