Posts in the marketing category

SalesDay 15th September 2017

SalesDay2017 was an event hosted by BBA students in 15th September 2017 at TAMK. We were a part of the organizing team of the event. The event involved excellent and inspirational sales professionals that spoke of today’s sales from their own perspective: Julius Tuomikoski, Tanja Piha, Jussi Liimatainen, Veera Lehtismäki, Samuli Myllyharju, Reijo Karhulahti, Peer Haataja and Mika D. Rubanovitsch. The event also provided an opportunity for students and participating companies to network.

The day comprised the following elements:

– Describing the study path of sales professionals by TAMK coach Vesa Vuorinen and study adviser Paula Lamminen
– Discussion panel “Revi siilot, kaikki myy!”  (Tear down silos, everything sells!)
– Future and opportunities of sales professionals
– Changing marketing as part of successful sales
– Sales expertise in the Tampere region
– Students connecting with company representatives at Y-campus.

The event was also streamed online so that viewers were able to take part in conversations through Twitter. Discussions were very active throughout the event. #SalesDay was trending as a top 2 tweet that day (15th September 2017) according to @twiitit and @pinnalla.

The atmosphere was great and innovative. Both participants and we organizers were happy with the outcome. We got tips and important experience for future challenges.

Text and photos: Emilia Leppänen and Aino Rajala (16Liko4)

 

The new digital channels and social media platforms offer for SMEs (small and mediumsized enterprises) in tourism and travel businesses a lot of opportunities to target and access markets at low cost, and to achieve business and sustainability goals.

It is important to create marketing strategies and select appropriate integrated online and traditional marketing and marketing communications activities, tools and channels, including websites, digital, mobile and social media channels, for various customers/customer groups, target markets and businesses, taking into consideration the size and type of the business.

Virrat in Finland

Virrat in Finland

Marketing environment, tourism as a service product and offerings, value proposition and brand, marketing plan, strategy and management, enlarged marketing mix

Marketing is a concept that relates to forward looking strategies to understand customer needs, influence customer perceptions, and identify how a company can capitalize on that. Initial steps for a novice entrepreneur to successfully do marketing include; establishing and increasing the customer base, increasing the product sales per customer and encouraging repeat business, and increasing the sales of more expensive, higher margin products per customer.

The micro-environment includes the actors, such as customers, competitors, suppliers and other stakeholders, whilst the macro-environment consists of political, economic, socio-cultural, technological and the legal environment (PESTEL). New technologies have made it easier for us to find out about the markets around the world, to travel, to buy and sell anywhere. In analysing the current situation it is important to conduct market situation, customer, competition situation and competitor analyses.  Customers are vital to our business, so know your customers well.

The company should identify the target markets and distinct segments, select the target markets and customers to approach, develop a market offering,  do positioning, and do targeted marketing for them.  This applies to consumer, business-to-business and other markets.

Nowadays, people use more and more TripAdvisor, Trivago, Instagram and other similar platforms, the Internet, Facebook and other social media as information sources when planning their trips and finding out information on the destinations etc. The amount of bookings done online via the website of the companies and via the online travel agents, such as Booking.com etc. has increased rapidly. However, the use of traditional booking methods and also the influence of family members, friends, travel agents etc. as information sources vary between various markets and cultures, and companies should take this into consideration when making decisions on marketing.

Tampere in Finland

Tampere in Finland

Tourism can be thought of as producing a total tourist experience that will include everything from the pre-planning, the purchase, the journey, the visit and stay, the return journey and overall reflection on the activity. Tourism, hospitality and leisure products/services are a service product having specific characteristics: intangibility, perishability, inseparability and variability. The value of a tourism product is based upon: perceived quality, service and image associated with the brand/product, the price asked and the relativity to prices for similar products, the convenience of purchase and the amount by which the purchase fits the needs and aspirations of the customer.

The intangible value proposition is made physical by an offering, which can be a combination of products, services, information, and experiences.  A brand is an offering from a known source but you can achieve this known source position fairly quickly if you have a valued proposition that you market with care and originality.

We have to start with a marketing plan. Marketing strategy is the overall guideline for the company to manage and allocate its resources the best possible way. Marketing strategy has a focus on actions, such    as promotion. It has been suggested that every successful marketing strategy should have the following attributes: customer at the centre of everything, networking, different forms of partnering, having a corporate culture and effective use of technology.

The marketing management process includes the coordination of four elements called the 4 P’s of marketing that are:

  1. Identification, selection and development of the product.
  2. Determination of its price.
  3. Selection of a distribution channel to reach the prospective customer.
  4. The development and implementation of a promotional strategy.

Enlarged marketing mix in tourism consists of products/services/destinations, price, place (location, logistics, distribution channels), marketing communications, people, processes, programs, and performance.   

Virrat in Finland

Virrat in Finland

 

Virrat in Finland

Virrat in Finland

 

Determine integrated marketing communications activities, tools and channels

Integrated marketing communications mix includes personal selling (also sales events and workshops to meet b-to-b customers, e.g. travel agents, tour operators and travel organisations), advertising, sales promotion (including exhibitions and trade fairs), publicity and public relations, events and experiences, direct and database marketing, online, mobile and social media marketing, word of mouth, marketing through networks etc.

One of the key aspects of marketing strategies is building a brand identity.  Sales is the ‘push’ to buy the product once the customer is there, marketing is the ‘pull’ that gets the customer to you in the first place. The important thing for any business owner is to focus on both the ‘pull’ and the ‘push’ effectively, and this will ensure that your business is positioned to succeed.

Online, mobile and social media marketing

There is a multitude of low cost channels and platforms for online, mobile and social media marketing, such as websites, emails, search ads, display ads, company blogs, third-party chat rooms, forums and blogs, Facebook, Twitter, Google+, LinkedIn, Instagram, Pinterest, Flickr, YouTube etc.

Marketers distinguish paid and owned media from earned media.  For tourism, hospitality and leisure businesses the value of earned media is significant.

Generally the advice is to include moving pictures – videos – and include as many pictures and videos whether provided by you or your customers. 

You can find in the SMARTOUR Marketing and social media module some advice for building and using pages on Facebook but the advice would easily fit with other platforms. You can also find some information about blogs.

Setting up a simple website

In the SMARTOUR Marketing and social media module you find essentials that every small business website should have for it to effectively help you to do business. Remember also that you should make your website mobile-friendly.

For everyone developing a travel website and venturing into social media VisitBritain is very useful with an online marketing toolkit on its website https://www.visitbritain.com/gb/en

You find the Online marketing toolkit and other toolkits as follows: after entering the website, click Corporate, click Developing England’s tourism, and click under Business advice hub Engaging customers through social media etc.

For further information, visit also VisitFinland website http://www.visitfinland.com/

To find out more about marketing and social media and related case studies from UK, Finland and Italy, visit www.smartourproject.eu

 

References

Cheverton, P. 2004. Key Marketing Skills: strategies, tools and techniques for marketing success. 2nd edition. London, UK: Kogan Page Ltd.

Cooper, C., Fletcher, J., Fyall, A., Gilbert, D., Wanhill, S. 2008. Tourism. Principles and Practice. Fourth edition. Harlow, Essex: Pearson Education Limited.

Kotler, P. & Keller, K. L. 2016. Marketing Management. 15th edition. Harlow, Essex: Pearson Education Limited.

Paley, N. 2007. Marketing Strategy Desktop Guide. Second edition. London, UK: Thorogood Publishing Ltd.

Wood, M.B. 2014. The Marketing Plan Handbook. 5th Edition. Harlow, England: Pearson Education Limited.

 

Emmiina Lindfors and Ella Laakso assisting in registration

Emmiina Lindfors and Ella Laakso assisting in registration

 

SMARTOUR Event in Tampere 2 - participants waiting for training

SMARTOUR Event in Tampere – participants waiting for training

 

Event on “Social media in marketing” in Tampere, Finland

 

Hanna Takala training

Hanna Takala training

Free event on “Social media in marketing” was organised by TAMK in April 2017 in Tampere, Finland. In the event for tourism and travel businesses and accommodation providers, SMARTOUR project, course and online tool were presented and training in Finnish on online marketing and social media was organised. Over 50 participants were very satisfied with the event and training on online marketing and social media.  For more information about this and other events, visit http://www.smartourproject.eu  and  https://www.facebook.com/smartourproject/

Waiting for the certificates

Waiting for the certificates

 

Iris Mäkinen, Katriina Hyvölä, Teija Lindell & Tiina Aaltonen and the certificates with Pirkko Varis, Hanna Takala and Irja Pietilä

Iris Mäkinen, Katriina Hyvölä, Teija Lindell and Tiina Aaltonen and the certificates with Pirkko Varis, Hanna Takala and Irja Pietilä

 

Text: Pirkko Varis, Senior Lecturer in Marketing, Tampere University of Applied Sciences

Photos: Anneliis Tomingas & Mika Mäkiaho

 

 

smartour-logo-long-final

 

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Logo IP Valencia

 

 

Valencia – City of Arts and Sciences

 

Altogether 34 students and 10 staff members from Belgium, Finland, Germany, the Netherlands, Spain and UK participated in March 2017 in an advertising and marketing communications project. The assignment to promote Valencia as a travel destination was given to student teams by Turismo Valencia.

 

Students from Finland - Emmiina, Ilona, Ella, Kristiina and Essi at CEU Campus Moncada

Students from Finland – Emmiina, Ilona, Ella, Kristiina and Essi at CEU Campus Moncada

 

Students Ilona Hoppula, Ella Laakso, Emmiina Lindfors, Kristiina Pieti and Essi Sirén from Tampere University of Applied Sciences, School of Business and Services participated in March in an advertising and marketing communications project, organized by CEU Universidad Cardenal Herrera from Valencia, Spain.  The coordinator of the team from Finland was Senior Lecturer in Marketing Pirkko Varis.

 

Pirkko Varis and other staff members having lunch break

 

The brief of VLC Turismo was presented by Vicente Haba, Product Manager, VLC Turismo. The objectives were to increase the awareness of Valencia in the rest of Spain and in European markets, to position Valencia as a smart destination of short and medium getaways, to increase visits from these countries and to increase word-of-mouth.

 

Situation analysis and customer insight by Laura Campbell

 

Prior to travelling to Valencia market surveys including focus group discussions were conducted in the mentioned countries, the results were presented in the beginning of the week and the findings were used in the planning process.

Laura Campbell from Southampton Solent University, UK gave a presentation on Situation Analysis and Customer Insight, David Rodriguez, Senior Strategic Planner from JWT Madrid on Communication Strategy and Pepe Martínez-Sáez, from CEU Universidad Cardenal Herrera, Spain on Media Strategies in a Digital Landscape.

 

Strategy by David Rodriguez from JWT Madrid and Pepe Martinez from CEU

 

All staff members of the universities worked as coaches for the teams. Dr Nik Mahon from the University of Southampton, Winchester School of Art and Ken Burtenshaw, Advertising Art Director/Graphic Designer worked as special experts for creative brief and creative ideas sessions. Nik Mahon also delivered lecture on the Creative Brief. Ann Gemoets from Artesis Plantijn Hogeschool Antwerpen, Belgium gave a presentation on Pitching the Ideas.

 

The Creative Brief by Nik Mahon

 

Students from six universities planned in multicultural teams integrated advertising and marketing communications campaigns. All teams gave presentations on their proposals in the end of the intensive course. The teams emphasized online marketing and digital, mobile and social media in their marketing communications proposals, and also traditional marketing tools were proposed by some of the teams.

 

A team enjoying the nice weather

 

One team working in the sunshine

 

Coaches in discussion outside CEU in the city centre

 

Many creative solutions were developed by all student teams and VLC Turismo is able to use some of the ideas of all teams immediately and some in the near future. The representatives of VLC Turismo gave feedback to all student teams and announced the winning team. They liked in the winning team proposal among others the complete concept and the ways to spread the message.

 

Kristiina and other winning team members with the representatives of VLC Turismo

 

Certificates – students from Finland with Turismo Valencia representatives and Maria Lopez from CEU

 

Happy participants at CE Campus Moncada

 

The programme included also a welcome party, icebreakers with funny country presentations and international food brought by the participants, a guided tour to the historic centre of Valencia, a visit to IVAM (Valencia Institute of Modern Art) with a presentation on the influence of music on emotions and a jazz concert, mascletàs de Las Fallas, visits to museums, paella and other culinary experiences, and a goodbye party.

 

Mascletas de las Fallas

 

The intensive course was also visited by the Dean of Faculty of Humanities and Communication Sciences, Dr. Elias Durán. Maria Lopez, Sandra Femenia Almerich, Pepe Martinez, Chari García and as assistants Vera Copello and other team members worked for all participants throughout the intensive course. Thank you very much for your warm hospitality!

 

Students in goodbye party

 

In the following students from Finland share their experiences and thoughts of the intensive course and time in Valencia.

“Valencia was a great location and the facilities of CEU Cardenal Herrera were very good. The presentations given by the staff members were amazing, they were really informative and nicely structured, and they gave so much new information and inspiration for future projects. It was really useful to actually work with a real client from the tourism industry. Timing was great, Las Fallas with a lot of activities. Master and bachelor students from different professional backgrounds and countries worked well together.”

 

Las Fallas – Falles de Valencia 2017

 

Emmiina Lindfors:

“I was part of the team which consisted of six people from the Netherlands, Belgium, UK, Germany and myself from Finland. I felt that our group was really good in terms of team dynamics and getting the project up and running. Each team member had their speciality or expertise in certain areas of such as marketing, advertising and tourism. Our idea “Valencia – everything is just one step away” seemed to please the judges and at least our team was very pleased with the outcome.

I really appreciated the new knowledge I gained during the week from my teammates. As a whole the whole week and the course gave a glance of how it is to work in an international team and for a real life client from the tourism industry, which is something I as a tourism major student will always remember.”

Ella Laakso:

“In my opinion, our team worked rather well and we were able to produce a good product to the customer. I believe I did my best work for the team and I noticed my strengths being in keeping the team focused on the subject, helping the team to brainstorm and writing the reports. I learned a lot from an advertising campaign in practise and getting to execute one in real life. You learn to compromise and collaborate with others when working in an international team.”

 

Visit to the Science Museum

 

Ilona Hoppula:

“Our team consisted of Finnish, Dutch, Belgian, Spanish and German students. Throughout the week, our team worked well and hard together.  I learned how to work efficiently in a multicultural team. The tasks for each day were divided well, and at times short amount of time given for the work made us work productively as a team. We knew how to keep the mood relaxed and everybody was supporting each other throughout the tasks, which kept the atmosphere pleasant. I also learned about marketing, and especially the lectures provided a lot of good and useful information about the different phases that are important in the process of promoting a destination. Lots of new information was gained in the level of education and human relationships.”

 

Enjoying life in front of the Science Museum

 

Essi Sirén:

“Our team had a good idea, but we would have needed more time to work on it. I tried to push all the members to come up with new ideas and actually to concentrate on the project. I learned a lot from team working in an international environment. It is for sure not as easy as it might sound. All countries have their own way of working, time concept, values etc. I also really liked the presentations we had from the staff members. They were really informative and nicely structured. Also we got understanding of making the project for an actual client who could in the best case implement the plan, and how many small things there are to consider when making a marketing strategy for a new campaign. Overall I think it was a great experience and I am happy that I got to be a part of it. “

 

Jazz concert with a presentation at IVAM

 

Kristiina Pieti:

“My team consisted of students from Spain, Belgium, the Netherlands, Germany and Finland. The team worked together rather well, and discussion was progressive. I like working and playing with words, and came up with different kinds of slogans and catchphrases. The two Spanish students were truly talented and creative, and made great visuals in a short time. The Spanish culture with a flexible time concept was something new to me. The presentations gave very interesting information about marketing, consumer insights and reaching an emotional level in today’s world where everyone experiences a flood of information daily. I especially found the experiences of the lecturers in advertising companies interesting. Working in an international team outside of Finland was eye-opening. The project was finished successfully, and the quick changes in timetable made the situation feel more authentic.”

 

Text: Pirkko Varis

Photos:

Laura Campbell, Southampton Solent University

Nik Mahon, University of Southampton, Winchester School of Art

Finland student team & Pirkko Varis, Tampere University of Applied Sciences

Maria Lopez, Sandra Femenia Almerich & other staff, CEU Universidad Cardenal Herrera

 

The following institutions participated in the intensive course:

Artesis Plantijn Hogeschool Antwerpen, Belgium

CEU Universidad Cardenal Herrera, Spain

Hochschule Darmstadt, University of Applied Sciences, Germany
Inholland University of Applied Sciences, the Netherlands

Southampton Solent University, UK

Tampere University of Applied Sciences, School of Business and Services, Finland