Tools for Implementing Promotion Activities of Hanoitourist Travel Company

Bringing the brand of Hanoitourist Travel Company and its products to all people in Hanoi and neighboring provinces. Since its establishment, Hanoitourist Travel Company has clearly defined the goal of "Becoming the number 1 travel company in Hanoi", so this is the first and most important goal of the Company's promotional activities.

Mixed promotion always needs new activities to find new customers, attract more customers from competitors. This is necessary to increase the Company's market share in Hanoi.

In its communication activities, Hanoitourist Travel Company always emphasizes the product's differences. At different times, factors in the business environment change, so to successfully complete the above goals, the Company often builds specific plans for each year.

- Message design

Respect and apply the principles to the maximum in the process of designing messages. The messages of Hanoitourist Travel Company are always creative. First of all, we must mention the message "Hanoi tourist - professional travel organizer" which was proposed from the early days of establishment. This message is the guideline for the Company's activities, striving to achieve professionalism in work, creating its own class and brand.

Maybe you are interested!

For customers, when reading the message, they will feel like they are being reminded of a brand, creating trust for customers to come to when they have a need.

For each promotion program, the Company creates a separate message. The promotion program for spring 2010 has the following message: "Spring travel around the world, win diamonds".

The message of the 2010 summer tour promotion program: “Summer tour is bustling, winning a car is so cool”. Reading the message, customers will immediately see the benefits they get when participating in the program.

In the promotional program on the occasion of Hanoitourist Travel Company launching an online mobile phone sales network, there is a message "Mobile phone - click now to receive rewards" - a special gift for the first 1000 customers to book a tour from a mobile phone.

Not only carrying the general brand messages, Hanoitourist Travel Company also regularly creates separate messages for each product. A typical example is the summer tour promotion program for individual customers in 2010: "Buy a good tour - receive gifts from Hanoitouris".

- In terms of content: All of the above messages highlight benefits for customers.

- Message structure: short, concise, easy to remember, easy to understand.

- Message format: looking at the flyers of Hanoitourist Travel Company, you can see the liveliness and attractiveness, from the choice of images, symbols and color coordination.

Depending on the purpose of the message, the Company will arrange the appropriate location.

- Select communication channel

Currently, the Company has not really diversified its promotional means but only focuses on direct marketing and certain advertising methods. Although these methods have brought success, to be more successful in the future, before the WTO (World Trade Organization), the Company still has many issues to implement.

- Build a budget for the communication program

The company chooses the method of building based on the percentage of revenue with the general rate for marketing activities being 5% and promotion activities being 2%. This rate has been maintained for the past 2 years and it is enough to serve the company's promotion activities.

- Evaluate and manage communication activities

After each communication program, the Company has a summary and detailed assessment of the number of people who know and remember the communication program the Company has implemented, their comments on the message and the number of products consumed as well as total revenue. On that basis, the Company will have a plan to adjust accordingly.

Viet Dan Tourism Company Limited

- Target customers: Danish and Australian customers.

- The goal of communication is to promote the brand, increase website traffic, develop customer interaction, and reach customers directly.

- Message design: From the idea of wanting to provide tourists with a new approach to Vietnam tourism, the Company's Board of Directors decided to name the brand Viet Dan Travel (from the Vietnam - Denmark relationship, wanting to raise it to a new level as an extension of European travel agents to Vietnam). And the message the Company wants to convey is "Lifting dreams".

- Choose communication channels: Social media, google adwords.

- Build a budget for the communication program: On average, the company spends 20 million per month on offline marketing (flyers, brochures, printing the company's product sets to give to customers, customer gifts such as hats, bags...) and 30 million on online marketing (google adwords, social media...)

- Evaluation and management of communication activities: Evaluation criteria:

+ Website traffic;

+ Number of reviews, number of likes on social sites such as Facebook, Instagram, Twitter...

+ Number of customer bookings sent directly to the Company's email box.

+ Company ranking on Google search results.

Management: The company has a marketing department that will monthly check and report on the results of each promotional activity so that the Board of Directors and related departments can synthesize, analyze and come up with more suitable plans/strategies.

Youth Solutions Travel and Media Company Limited - PYS

Travel

- Identify target customers : Young customers with income

average, between 18 - 35 years old

- Identify the target audience for communication as young people in Hanoi and neighboring provinces to advertise the Company's products seasonally.

- Message design:

Each season represents a tourism product, so the Company changes its marketing messages seasonally on the website, Facebook, and visual media, and logo. Specifically: Spring is pictures of Moc Chau in the white mustard flower season. Summer is the paradise of Co To. Autumn is Mu Cang Chai in the pouring water season, Ha Giang in the ripe rice season. Winter is the image of Ha Giang in the buckwheat flower season.

Each message, logo image, email signature… is designed according to the theme of the season.

- Choosing communication channels: online, website, facebook and advertising on google are the main channels that bring customers to PYS.

- Build a budget for the communication program: The budget allocated for advertising is usually 10 - 20% of the total tour profit. This budget is invested in Google advertising, running ads, and designing messages. Each month, the Company's budget for advertising ranges from 80 million to 100 million VND.

- Evaluate and manage communication activities: Tools to manage communication activities through software. The marketing department is invested and divided into tasks, and managed very scientifically. There are staff specializing in design, staff specializing in posting advertisements in newspapers, staff specializing in advertising, posting on Facebook. Evaluate information received and customer reactions, count the number of customers through professional management software.

2.2.2. Tools for implementing promotional activities of Hanoitourist Travel Company

- Advertisement

This is considered the most important tool in the Company's current promotion policy because it not only brings customers to the Company but also creates conditions for other methods to take effect. Understanding this issue, the Company's Board of Directors has built general advertising goals and plans for each year, each period and each tourist season of the year: festival tourism, summer tourism, year-end tourism with specific and detailed activities.

During the holiday season, the Company targets domestic tourists directly with the criteria of building and strengthening reputation and brand based on the number of regular customers.

During the summer tourist season, the Company targets two main markets: domestic tourists traveling abroad and domestic tourists with the goal of expanding the market and attracting tourists to new destinations, extending their stay. In the remaining months, the general strategy is to maintain customer confidence and strongly advertise the activities of foreign tourists traveling to Vietnam.

The company has built a common advertising message in the form of "lifestyle value advertising" through the slogan: "Hanoi Tourism - Hanoi gathers trust" which initially created positive reactions from customers.

Not only that, the Company has also applied the AIDA model in designing and building advertising messages to create unique advertising styles that attract tourists, such as flyers and brochures for the festival season that stand out with red or the blue of the sea for the summer tourist season to attract tourists.

With the domestic tourist market being quite familiar with the country's scenic spots, the advertising images are built to highlight the novelty, uniqueness or are associated with the nation's important events in the wars against foreign invaders, making tourists want to experience what they have felt.

With programs for domestic tourists traveling abroad, advertising images focus on highlighting the low prices and differences and grandeur of destinations compared to Vietnam, such as shopping centers in the Thai market, majestic palaces in the Chinese market, and the advancement and modernity of Singapore.

With programs for foreign visitors to Vietnam, the focus of advertising is on safe destinations and friendliness, so the main color of the advertisement is peaceful blue and cultural tourist attractions and historical sites to highlight the heroic tradition in the resistance war and the warm welcome of friends around the world.

Any activity that wants to be successful must have financial preparation, so the Company has spent 5 - 6% of total revenue and advertising accounts for more than 50% of that.

Regarding advertising methods, the Company currently mainly uses leaflets, brochures and mailings to businesses. These tools are designed and used specifically for each seasonal advertising campaign, especially brochures.

- Effective:

With many years of operation, advertising has brought about certain effects on the travel business.

The brand name Hanoi tourist and the slogan "Hanoi Tourism - Hanoi gathers trust" and the Company's logo have become quite familiar images in the market, thanks to which the number of customers coming to the Company has grown steadily every year and reached 5-10%, the Company's reputation has been enhanced through the evaluation of tourists and the Company's partners.

The annual growth rate in revenue is quite high and maintained at 15%.

- 35% in the years from 2010 - 2014 has partly demonstrated the effectiveness of advertising - one of the two current promotional activities of the Company.

Advertising budgets are maintained at high levels while still ensuring growth in revenue and profits as well as brand growth among customers.

The advertising tools the Company is using are flyers, brochures, and invitations, which have brought the Company a certain number of customers from neighboring provinces such as Thai Binh, Hai Duong, Son La, Vinh Phuc, and state agencies in the construction and education sectors.

New domestic tourism programs for foreign tourists such as Laos, Cambodia, Thailand, and Egypt have attracted customers' attention and some programs have been organized through advertising activities.

- Limitations and causes

+ Limitations:

The Company's logo is still complicated, difficult to remember, and does not represent the Company's strategy and distinct image.

Hanoitourist Travel Company Logo

(Source: www.hanoitourist.com.vn)

The slogan “Hanoi Tourism - Hanoi gathers trust” has not shown the criteria and unique identity of the enterprise. The listener cannot see the typical product of the enterprise which is quality vacation and study programs at reasonable prices. It is easy to be misunderstood as a company specializing in organizing outdoor activities, city tours or searching for new locations.

The advertising budget is not really reasonable and is higher than the desired level of 5% of total revenue for marketing activities and nearly 1% for advertising activities.

Advertising methods are still not diverse, mainly focusing on familiar methods such as leaflets, brochures and official letters. These methods have not been invested in properly according to specific directions to target specific target markets and be consistent between segments. Methods such as newspapers, magazines or advertising via the internet, participating in exhibitions to promote images have not been used and have specific plans for both the short and long term.

+ Cause:

The capacity of the marketing team is still weak, the number of people trained in this profession is still small and there are almost no staff specializing in advertising. In addition, due to the unreasonable allocation of funds, there are no conditions to invest in other advertising methods. On the other hand, due to the Company

Comment