Tailored Solutions for Each Business

business. The budget allocation process is conducted similarly to the advertising cost section. There are four methods for determining the communication budget: Analysis determined by percentage of sales; competitive parity method; method "based on goals and tasks to be completed"; method according to ability.

Friday: Evaluate and manage communication activities

After each communication program, those assigned responsibility for this area such as the sales department or general accounting department must summarize and evaluate to send a report to superiors. This is considered the final task in the communication program. This evaluation can be through criteria such as: communication effectiveness, consumption effectiveness.

Businesses need to know how many people in the market know, consume and are satisfied with the product and recommend the product to others? On that basis, businesses will make appropriate adjustments. To do this, businesses need to survey the target audience to see if they know and remember the business's communication message? How many times have they seen it? Where and what do they remember? What are their comments on the message? ...

(3) Investment in organization

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As analyzed above, we can see that in order to carry out better promotion activities in the future, companies need to improve their organizational structure. Normally, travel businesses often apply a simple online management model. This form is suitable for small, newly established businesses such as Viet Dan Tourism Company Limited. In the online organizational structure, the leader makes all operational decisions of the business. Employees are the ones who directly carry out the tasks assigned by the business leader.

This structure has the advantages of being simple, flexible, and low management costs, but it does not promote the creativity of the entire enterprise, is difficult to apply specialization, and has low efficiency in using human resources.

In addition to perfecting the organizational structure, businesses need to build a reasonable, detailed, effective recruitment policy and recruit a team of employees with extensive knowledge, high professional qualifications, good sales consulting skills and expertise.

At the same time, businesses also need to retrain their staff to work more professionally. Most businesses have staff who meet job requirements but lack in-depth knowledge of tourism and marketing. Therefore, businesses need to recruit more senior marketing specialists to manage this department and build a long-term development strategy for promotional activities. On the other hand, businesses also need to plan for key staff to attend short-term or long-term marketing courses if necessary to improve their professional skills.

In addition, businesses need to regularly organize training sessions to improve the capacity of marketing staff, especially communication skills and sales techniques as well as foreign language proficiency.

In order to improve the working ability and sense of responsibility of the marketing staff, the enterprise needs to build a reasonable and detailed revenue reward mechanism for participating members based on the specific contribution to the work of each member. If this work is done well, the enterprise will encourage employees to be more active, enthusiastic, and devoted to their work.

Business leaders need to strengthen the inspection and reporting of employees in daily work and meetings to grasp information promptly, thereby having close instructions to improve work efficiency.

(4) Building promotional tools

To be effective in promotion, businesses need to build and perfect promotion tools. These tools include:

First: Advertising.

Most businesses need to focus on investing in this tool. With three main functions: information, persuasion, and reminder, this tool will help businesses a lot.

To achieve high efficiency when using advertising tools, businesses should apply 3 main advertising styles: USP (unique product advertising), ESP (emotional advantage), lifestyle advertising (lifestyle, life values). In addition, businesses should refer to the American AIDA advertising model (Create attention, create interest, interest, create desire, desire, promote product purchase action).

Along with choosing the advertising method and model, businesses need to set advertising goals because this activity will govern the entire advertising process. Normally, the advertising goals of businesses will focus on a number of key points such as increasing the number of products consumed in familiar markets as well as expanding new markets, introducing new products and building and strengthening the reputation of product brands and the reputation of businesses.

Once advertising goals have been determined, businesses need to build an advertising budget for each product. In general,

Advertising budget decisions will be based on four methods: based on the business's capabilities, based on the percentage of revenue, competitive balance, based on goals and tasks.

The next thing a business needs to do is decide on an advertising message. This is very important because it will determine the success or failure of an advertising campaign. This step includes three main contents: forming a message, evaluating and selecting a message, and implementing the advertising message.

Once the message is designed, the business needs to decide which media to advertise on. It can choose mass media or specialized media, primary advertising media and supplementary media…

The final step of the advertising tool is to evaluate the effectiveness of the advertising. This work is necessary but also very difficult to evaluate accurately, it can only be done relatively.

Second: Public relations/propaganda

Public relations brings businesses many practical benefits compared to other tools. This method not only helps businesses save costs because they do not have to spend on renting locations and time, but also exploits highly reliable information due to its great persuasive power.

Establish a public relations department to answer questions and build a good image of the business to customers. On the other hand, when the business encounters unexpected risks, for example, a passenger bus accident leading to the death of a customer... the public relations department will directly represent the business to provide accurate information about the incident as well as help stabilize the situation in public opinion...

In fact, many businesses are currently using this tool, but depending on the implementation method, the results are sometimes not as expected. Besides, there are also many businesses that have not used this tool. Public relations aims to create a good impression, a good image in the public, making the public love the business, from which the business can eliminate false information and correct noisy information. Businesses need to invest in implementing this tool through tools such as reports, presentations, images, sounds, data, documents and other service activities.

Third: Sales promotion

Businesses should use this tool to increase sales in a short time by increasing benefits for customers (promotion) or intermediary distribution channels (promotion). When implementing sales promotion, businesses need to pay attention to space and time. In particular, businesses should fully exploit services to limit seasonality.

Wednesday: Direct Sales

There are many ways to implement this tool such as: sales demonstrations, customer conferences, reward programs, trial tours, fairs, exhibitions, etc. Enterprises base on their actual capabilities at each time to choose the appropriate method to achieve high efficiency. For example, enterprises can participate in the Vietnam International Tourism Fair; Da Nang International Tourism Fair; Ho Chi Minh City International Tourism Fair, etc.

Thursday: Internet/Integrated Communications

With the strong development of information technology today, businesses need to invest more in this tool. Because of its convenience.

The Internet is the reason why organizations and businesses need to invest in designing their own websites not only to introduce products and services but also for customers to order and buy services online. In addition to designing their own websites, businesses need to spend more money to advertise on social networking sites. This is the fastest way to send information to many potential customers. This type is becoming more and more popular and close to customers.

(5) Strengthening links and cooperation

Linking in the field of tourism promotion and advertising is an inevitable trend of each locality, each region and each country, including linking between the Central and local levels; linking between localities; linking between the tourism industry and related industries; linking between the tourism industry and businesses; linking between businesses with each other...

In order for tourism promotion activities of enterprises to truly develop extensively and effectively, enterprises need to proactively follow the State's promotion plan, especially the promotion plan of Hanoi city, to promote the products of enterprises without overlap or lack of unity, in order to bring high efficiency.

According to the plan, in the coming time, Hanoi city will implement tourism promotion activities and major events such as:

Maintain and enhance the organization of three major annual events bearing the mark of Hanoi tourism, including: Hanoi Traditional Craft Village Tourism Festival 2016 on the occasion of the Capital Liberation Day October 10; Vietnam International Tourism Fair

- Hanoi 2016 in April 2016 at Giang Vo Exhibition Center and participated in JaTa international tourism fair in Japan.

For international tourism promotion activities, Hanoi Tourism industry proactively and regularly participates in tourism fairs in other countries.

The capital is a key source market for Hanoi's tourism industry, such as: participating in the World Travel Trade Fair (WTM) and promoting tourism in the UK; participating in fairs and promoting tourism in major cities of the United States, and participating in international tourism exhibitions in Beijing, China.

Along with the above activities, Hanoi will actively participate in the activities of regional and international tourism cooperation organizations such as: TPO (Tourism Promotion Organization for Asia-Pacific Cities), CPTA (Asian Tourism Promotion Council), ASEAN Tourism Forum 2016,... Along with that, a number of major tourism programs and events will be implemented in the capital such as: Ao Dai Festival of the three regions; organizing the program "Memories of Hanoi" and many other activities.

To effectively carry out promotional activities, in addition to closely following the City's promotion plan, businesses need to proactively expand connections and comprehensive cooperation in the following areas:

First: Businesses need to link up with reputable accommodation, dining and entertainment establishments to ensure that customers spend low costs but still enjoy the best services.

Second: Businesses need to cooperate with international travel organizations to carry out customer exchange activities to save time and costs while still ensuring good service for customers.

Third: Businesses need to link up with media companies because this is an important and effective information channel to promote the image of destinations, tourism products and services, and at the same time is an information bridge between tourists and tourism businesses, supporting businesses in promoting and advertising tourism.

Fourth: Businesses need to proactively cooperate with local residents in tourism promotion so that all activities can take place smoothly, benefiting both parties and contributing to environmental protection.

Fifth: Enterprises need to cooperate with other enterprises, especially with enterprises of the same rank. This cooperation can be considered a double-edged sword because if the cooperation is good, the enterprises will develop together and benefit, if the cooperation is not good, the enterprises may lose opportunities and neither side will benefit. For example, if both sides arbitrarily devalue the service, only the customer will benefit, both enterprises will be at a disadvantage. Therefore, enterprises need to pay attention to ensuring the best service quality for long-term cooperation.

Any tourism business that wants to survive and develop sustainably cannot do without association and cooperation. Most tourism businesses provide full-package services, but the business itself cannot be the master of all the activities that customers participate in and experience during their trips, so association and cooperation are inevitable.

3.2.2. Individual solutions for each business

3.2.2.1 Hanoitourist Travel Company

- Improve sales team capacity and perfect policies for collaborators.

The company's current marketing team consists of experienced individuals who are quite passionate about tourism, but most of them do not have in-depth knowledge of tourism and marketing, so their activities are limited.

To improve business performance, the company needs to regularly organize training to improve the qualifications and skills of employees to create differences for the business. Training content, in addition to knowledge about the company as well as the company's tourism programs, also includes knowledge about tourism, social culture, and destinations to enhance persuasion.

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