RHIM 4316- Advanced Hospitality Marketing
When a company is promoting products to their promotion mix, there are five tools used, advertising, personal selling, sales promotion, public relations, and direct marketing. If I were an owner of a convention center, I would use advertising, public relations, and direct marketing. I would utilize these three tools because they are the most beneficial when dealing with a convention center.
Advertising is always one of the best ways a company can reach their consumers. Businesses must inform their market about their establishment or company through advertisements otherwise they may not even know of the company’s existence. When advertising for a convention center, a owner should include what their convention center has to offer. This may include, convention rooms, meeting rooms available for different events such as conventions, festivals, weddings, recreational events, etc. A company should choose advertising that will catch the attention of its consumers. The goal of advertising is to establish your brand name and make people aware of your company and what it has to offer.
Public relations is a way to connect with your consumers and network with them. When businesses, or in this case a convention center, shift their money from going from advertising to public relations, they may be putting in more money than normal. However, by doing this, they may be able to establish better relationships with their customers. The book states, “ building good relations with the company’s various publics by obligating favorable publicity, building up good corporate image, and handling or heading off unfavorable rumors, stories, and events.” In other words, getting to know your consumers well, you can avoid bad publicity about your establishment. More people will be drawn to your establishment because they have heard good things about it, building up a good image.
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