Development of an Integrated Marketing Communication Strategy
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Integrated Hospitality Marketing Communications
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Table of Contents INTRODUCTION...............................................................................................................3 P1 Different types of marketing channels.................................................................3 P2 Communication objectives...................................................................................4 P3Justificationsfortheselectionandintegrationofcommunicationschannels chosen.......................................................................................................................5 P4 Integrated marketing communications plan that effectively meets communication objectives...................................................................................................................6 P5Evaluateanintegratedmarketingcommunicationsplaninrelationtothe communication strategy, channel choice, creative content......................................7 CONCLUSION...................................................................................................................9 REFERENCE...................................................................................................................10
INTRODUCTION Marketing is a wider word that is important in every business since it is connected with recognising the requirements of the target population, creating and producing a commodity,advertising the attributes of the products generatedand convincing people to execute a transaction. Slaley Hall is taken as the base organisation. Slaley Hall is a countryhousegolfresortinNorthumberland,UKwhichwasdevelopedbylocal businessmen Seamus O'Carroll and John Rourke that hosted The Great North Open from 1996 to 2002. This report covers the use of various marketing channels to achieve the communication goal and an integrated marketing plan in respect to corporate strategy, channel selection and creative content. P1 Different types of marketing channels Marketing channels are an essential component of the marketing mix since they are associated with the physical distribution of products and services from the point of production that is the producer to the point of target that is the customer for usage. These channels serve as a link between the consumers and the chosen resort in the delivery of its services giving an outstanding, warm and pleasant experience(Yu and et. al., 2018).The different types of marketing channels are mentioned below: Advertising: Advertising has been one of the important channels that Slaley Hall uses to communicate details to the target population and promote the brand through sponsored announcements. These promotions are aimed at capturing the notice of customersusingvariousmodesofcommunicationsuchasradio,television, newspapers, periodicals, mailings, internetand so on. Slaley Hall uses sponsoring to finance functions, either by contributing a supportive fee or becoming a hospitality partnership, in order to attract to its high quality of services that increases their brand image and develops strong relations as a prominent corporation. Digital marketing: It is involved in the use of the web and digital technology to promote and promote goods and services.Slaley Hall uses digital marketing to assist the company and promote its branding and offerings owing to the increased usage of technology and the internet throughout the world. Hotels could easily identify customers on the web and turn leads to sales in moments(Lee and et. al.,2021).Search engine
optimization,payperclick,influencermarketing,socialmediamarketingand manyother essential elements may help Slaley Hall achieve its target audience and improve their sales. Public relation: Public relations is a method of communication that has the ability tocreateattentionandenthusiasmregardingcompanies,goodsorservicesby partnershipwithmediasourcessuchasnewspapers,reportersandothermajor institutions.PublicrelationsassistsSlaleyHallintransformingbrandvaluesinto storylines which engage to their core demographic and media outlets interested in the resorts' offerings and commercial concerns.These campaigns are generally developed with the costumer’s interest’s events and trends in view that can be related to the resort's offerings in consideration. Another strategy that the resort may employ is sponsorships of events and experiences that assist in establishing a favourable public image and reaching a larger intended population(Vohra and Bhardwaj, 2019). Social media marketing: Organizations all around the world could effectively interact with its target audiences by utilising internet-enabled technologies, regardless of geographical borders or unique demographic traits. Slaley Hall could utilise social media marketing to connect with its intended audience, boost brand recognition, direct website traffic and advertise its services. Facebook, Twitter, Instagram, Pinterestand YouTube are among the main social media platforms that could draw and build a powerful position in the market.The benefits of social media marketing is that it raises brand recognition for Slaley Hall by social engagement, that includes behaviours such as sharing, publishing, reposting and commenting on posts that receive a lot of traffic on social media platforms. P2 Communication objectives The most important parts of marketing is communication, that is focused with the connectionamongthefirm andpotentialcustomersintermsoftheexchangeof problem-solving solutions. Advertisements and marketing efforts cannot be efficient unless the aim and goal of communication with the target population are stated clearly. Communication objective of Slaley Hall mentioned below:
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Influencing purchasing behaviour: Slaley Hall'sadditional communication goal is to encourage and encourage customers to embrace its extraordinarily warm and pleasant services(Avila-Robinson and Wakabayashi, 2018).The business aspires to be the very first pick for travellers that arriving in the United Kingdom to choose its service by separating itself using distinctive marketing factors. Expand the customer base: Slaley Hall's efficient marketing communication plan aims to broaden the client base by notifying and training them about its other events offerings including as food and beverages, transportation, events and lodging. The hotel includes 141rooms as well as beautiful outdoor facilities for organising parties. P3 Justifications for the selection and integration of communications channels chosen Communication is an important component of the marketing mix, that includes a variety of strategies and channels for interacting with customers and establishing a good reputation for the firm. The hospitality sector uses communication channels to train and develop corporate recognition of the commodities and services supplied to customers as well as to form long-term relationships among prospective customers in order to grow sales and establish a strong position in the marketplace(Šerić, 2018). Slaley Hall uses digital media promotion to build its brand reputation and offer resort services all over the world. The reason for selection and integration of above mentioned communication channel is mentioned below: Client engagement and satisfaction: The primary reasons for choosing digital marketing is that it provides a broad array of possibilities for the resort to communicate and establish proper engagement over social media platforms, resulting in the delivery of immediate services and solutions to customersand an increase in their sense of fulfilment(Kotoua and Ilkan, 2017).Slaley Hallkeeps customers involved through a variety of collaborative activities that help the firm properly recognize the consumer and buildgreatrelationshipsthattransformprospectivecustomersintocommitted customers. Increase brand awareness and generate leads: As Slaley Hall uses digital media marketing to communicate, advertise and deliver its services, this assists the firm in developing a solid existence over digital media channels through the usages of pay
per click, search engine optimization and influencers on social media platforms. More than majority of the population of the world has access to internet and electronic devices, making it possible for the customer to expand its visibility and build brand awareness in almost every corner of the earth, influencing travellers to pick their hotels for extraordinary, pleasant and amiable services over all others(Scheinbaum, 2017). Aside from all this, the usage of digital marketing assists the firm in generating large amounts of visitors to its website and social media pages, increasing the possibilities of transforming prospects into profitable sales. P4 Integrated marketing communications plan that effectively meets communication objectives The Slaley Hall's integrated marketing plan describes the strategy chosen to concentrate on sustaining reliable relationships with consumers in aspects of message, language, illustrations and believe as well as the integration of all marketing and promotional strategies to attain the intended audience and promote the brand value (Kim, Tang and Bosselman, 2018).The integrated marketing communication plan to meet communication objective is mentioned below: Identify and comprehend the target audience: Identifying and comprehending thetargetcustomersisanecessaryfirststepinbuildinganefficientmarketing communicationstrategy.SlaleyHallcouldgatherdatafrommarketing statistics,historical sales, buyer analysis to determine what really theconsumer is, their issues,modeofcommunicationandimplementationofsuccessfulcommunication channel to engage with customers. Recognizing the consumer better assists Slaley Hallindevelopingrelationshipsandtransformingprospectiveclientsintopotential clients. Setting up a budget plan: Finance is essential in creating and establishing all of the actions of an integrated marketing communication strategy to guarantee that all is in linewiththeplan.SlaleyHall'schieffinancialofficeroverseesallpartsofthe communication strategy and verifies that all actions are performed under thebudget and that the resort would not go above budget(Sarker, Mohd-Any and Kamarulzaman, 2019).
Identify unique selling propositions: Understanding unique selling propositions can assist Slaley Hall in distinguishing its products and services from rivals due to its distinctive features.Slaley Hall offers its customers one-of-a-kind and customized services as well as food, lodging and logistics, in addition to large and luxurious locations. Marketing communication technique: The most important parts of a marketing communication strategy are selecting the proper communication method that will assist marketing executives in planning and generating materials for a promotional activities campaign.Thesechannelswillinfluencehoweffectivelythetargetedconsumer understands the information,the effect it hasand the ability to address the widest possible target audience. Maintain a constant brand element: Slaley Hall must follow a standard branding aspect throughout all marketing and promotional tactics, platforms and channels(Kumar andKaushik,2020).Sincethebrandaspectassiststheclientinrecognisingand distinguishingthefirmfromitsrivals.Establishingandmaintaininghighbrand recognition will assist the firm in creating awareness within the consumer group and allowing them to connect it with the firm's products and services. Key success metrics: Creating essential success metrics would assist the resort in assessing the effectiveness of integrated marketing communication activities for prospective comparison and analysing the effectiveness of current tactics. These critical indicators might include newsletter sign-ups, customers who reached at the website through the use of a social media postand so on. Execute, test and repeat: The final stage is to adopt the marketing plan, execute tactics and assess results using key success criteria. One of the important principles is to utilise dynamic methods in order to make adjustments and modifications in response to market patterns and obstacles(Gonzalez, Gasco and Llopis, 2020). P5Evaluateanintegratedmarketingcommunicationsplaninrelationtothe communication strategy, channel choice, creative content There arevarieties of firms whichare battling to obtain a lead and turn it into a successfulsale,necessitatingtheneedforpowerfulmarketingtactics.Astrong
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marketing strategy includes a systematic technique to use marketing channels and means to engage target audiences, developing brand ambassadors turning prospects into sales developing into diverse areas and placing their brand reputation in the industry. Integrated marketing planning are a significant technique that assists Slaley Hallinachievingthemarketingcampaign'sgoalthroughthecombinationand synchronization of several marketing tactics targeted at strengthening each other and delivering a clear and concise message. Slaley Hall is effective in providing continuous and appealing message to targeted population across multiple channels of marketing to impacttheactionofprospectiveconsumersinthepurchasingdecisionmaking processes with the assistance of strategic, cooperative and promotional marketing capability(Gardini, Ottenbacher and Schuckert, 2020).The goal of an integrated marketing communication strategy is to guarantee that a firm uses all possible marketing channels to enhance the brand message of a marketing campaign in order to engage with customers in a comprehensive manner and without losing track of the marketing goal. Integrated marketing communication with communication strategy The primary goals of integrated marketing communicationis to achieve the goal of communication strategy, which is to interact efficiently with the intended audience using captivating and convincing message composition in order to change the decision- making activity and turn prospective leads into profitable sales. As component of the communicationstrategy,theintegratedmarketingplanexaminestheintended demographic and how they anticipate connecting with the firm. According on this, marketers gather factual information and develop relevant promotional channels to interact with customers(Ahn and Thomas, 2020).This is the primary job of integrated marketing communication to guarantee that all promotional activities are coordinated and provide the comparable information to the demographic across various modes and approaches. Integrated marketing communication with channel choice Slaley Hall’sintegrated marketing communication plan is targeted at creating betterandconvincingmarketingmessagesthroughdifferentadvertisingchannels obtainable to them in an organized and collaborative manner in order to approach the target viewer and change their purchasing decisions. To achieve harmony, marketers
couldchooseasuitablemarketingchannelwhileconsideringpopulation profiles,specific issues and how the firm handles those concerns. The degree of influence and the amount of accessibility to the core demographic will be determined by the communication channel chosen(Kwonand et. al., 2020).Among the most effective ways for Slaley Hall to interact with and reach out to its intended audience is using social media marketing that is less costly and has a significant influence on consumer purchasing decisions. To provide customers with more authentic encounter hotels could use testimonials and reviews influencers for advertising, photo and video sharing and live streaming. Integrated marketing communication in relation with creative content Innovative and compelling content is the crucial to the effectiveness of advertising campaigns and the essence of the business's promotions with the goal of generating sales,informingconsumersorraisingbrandrecognition.Thedataincludedand transmitted by any marketing and promotional effort is referred to as content. The content is critical to the success of marketing activities because it conveys the message to the target audience. This content could bephotos,tag lines, GIFs, video or an advertising campaign with an appropriate subject such as starting shortlyor opening soon(Rasool, Shah and Tanveer, 2021).Slaley Hall must develop and construct an engaging,persuasiveandcompellingcontentwithimportantfactsthatfitsthe communication aim. The role of integrated marketing communicationis to enhance the marketing idea by coordinating the many marketing channels utilised by Slaley Hall to successfully connect with the core demographic. CONCLUSION Fromtheabovediscussion,itcanbeconcludedthat,amethodtoproviding synchronization and coherence among the many marketing channels utilised by the firm to market and advertise its goods and services is known as integrated marketing communication.Itisamorecomprehensivestrategyaimingatcommunicating continuousandconvincinginformationtothepopulationinordertochangetheir behaviours. Moreover, there are several marketing channels that provide a particular
function in terms of marketing and interaction with the core demographic, with each delivering a distinct message.
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