February 14 - Tourism Marketing

With technology advancing quicker each day, every current student should consider how technology will affect their future job. Every hiring company is looking for someone who is not only capable of using the internet (as most people in first-world countries have a good understanding of how to use it), but also for people who are able to market on the internet. Whether it is by creating a website or blog, promoting your product through social networks or events, or creating an advertising campaign, you will probably be asked in the future to help a company with their presence on the internet.

I decided to show a few examples of award winning campaigns, that even included viral videos. Although these campaigns usually have a large budget (a lot of money to spend), the idea is what counts here. If you have a good idea, you won't need to spend a lot of money to get people talking about your product.

Travelocity Traveling Gnome
http://www.effie.org/winners/showcase/2011/4842

Montana: There's Nothing Here
http://www.effie.org/winners/showcase/2011/5132

Old Spice: The Man Your Man Could Smell Like
http://www.effie.org/winners/showcase/2011/4883

Jameson: Taste Above All Else
http://www.effie.org/winners/showcase/2011/5307

The new North American Finalists will be posted next week on the Effie site.

What went wrong?? Niveau 4 & 5

Products don't always sell well in a new market. Think about these situations, and what went wrong. Often times, the advertisers did not consider the target audience when they created the product of the campaign.

Western companies had problems selling refrigerators in Japan until they
changed the design to make them quieter.

Japanese prefer quiet when in their homes.

In Saudi Arabia, newspaper advertisements for an airline showed an
attractive hostess serving champagne to happy passengers. A lot of passengers
cancelled their flight reservations.

Alcohol is forbidden in Saudi Arabia, and women are to be humble and covered.

An airline company called itself Emu, after the Austrailian bird. But
Austrailians didn't want to use the airline.

The emu is a large, flightless bird.

A TV commercial for a cleaning product showed a little girl cleaning up the
mess her brother made. The commercial caused problems in Canada.

Reaffirms the sexist idea females should clean up after male counterparts. There is a long history of feminism in Canada.

Several European and American firms couldn't sell their products in Dubai
when they ran their advertising campaign in Arabic.

Dubai is an international and multi-lingual city. Besides Arabic, Hindu, Urdu, Bengali, Tamil, Chinese, and other laguages are spoken.

A laundry detergent ad had a picture of dirty lcothes on the left, a
picture of the product in the center, and clean clothes on the right. The soap
didn't sell well in the Middle East.

In Arabic, you read from right to left, thus making the product appear as though it makes your clothes dirty.

A company had problems when it tried to introduce instant coffee to the
French market.

The French drink short, strong, espresso style coffee which is not possible to have with instant coffee. Also, coffee is drank in cafes and during "pause café" more so than at home where you would make coffee. If you drink coffee at home in France, you usually have a machine than makes good coffee.

A toothpaste manufacturer couldn't sell its product in parts of South-East
Asia.

In some cultures, people still use natual products like nuts, leaves, and twigs to clean their teeth. In some cultures, these natural items will stain or color your teeth more yellozw. This comes from an old belief that staining your teeth is a sign or welth or importance within the community, and was also used on women after they were married.

An American golf ball manufacturer launched its products in Japan packed in
boxes of four. It had to change the pack size.

Four is an unlucky number in Japan.

Make sure you consider these points when thinking about your target audience
for your presentations.

Marketing Presentation

Select one of the following topics to choose as the subject of your media campaign: (If you are feeling motivated, create a product of your own. Be sure to verify with me first.)

• A handbag for men
• A new soda that tastes like Nutella
• Fashionable Sportswear for girls
• Cheeseburgers in a can
• Camera that only takes perfect pictures
• Wine Flavored toothpaste
• Dancing shoes - makes you a perfect dancer

The job of advertisers, no matter what the product, is to make the product look attractive. You must know the target audience of your product, who you are trying to sell to; and think of the types of things they are going to be interested in. You want to capture their interest, and convince them the new product is cool and worth buying.

Your presentation must address these area of the advertsing campaign.

• SLOGAN - catchphrase, motto, or tagline of your product.
• BUZZWORDS - developed from your brainstorm of what the product should be, these words generate interest and describe your product
• TARGET AUDIENCE - this is exactly who you are selling to; you should know their age, where they are from, what kind of interests they have
• MEDIA - these days there are all kinds of advertising campaigns that stretch beyong regular print media. Redbull has their car, that hands out free drinks and creates promotional events. Everyone has a Facebook fan page, maybe your website has a free download, discount, or application for iPhone and Android. Maybe you have a Twitter page from your spokesperson. You should consider what types of media you would use to get the word out about your awesome new product and why it would be effective.
• POSTERS - I expect at least 2 different ideas for what your product posters will look like. You can actually create the posters, or you can describe in detail what you would like them to look like. You can cut up magazines, organize a photo slideshow, or show examples of other advertsing you want your advertising to resemble. Explain why this is an effective marketing approach for your target audience.
• SUMMARY - Conclusion; it is a presentation, so remember its important to have a few short closing remarks.

This is an English class so you will be graded on your presentation and oral level of English, as well as graded on the outlined presentation I would like you to write/type out and hand in at the end of your presentation. Each English level has different expectations for grading, length of presentation, and length of written portion. Contact me with questions.