Reaching New Heights . . .
Direct Marketing: Internally and
Externally
Chapter XIV
Integrating Marketing in the Leisure Industry
Direct Marketing
Direct marketing is a form of personal selling that
creates and establishes an intimate relationship
between a seller and an individual consumer.
Personal selling is a one-on-one or one-on-small group
personal presentation designed to gain commitment
from individuals/agencies to be consumers.
Developing a Workforce of Sales
People
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Establish a culture that supports positive sales
skills from all staff members
Train employees on positive, effective sales
techniques
Establish agency expectations through stated sales
functions on all employee job descriptions
Reward employees that exhibit effective sales skills
Provide tools for staff to develop internal and
external relationships
Advantages of Direct Marketing
 More personalization, direct, personal contact to
establish a one-on-one relationship
• Faster ability to respond to consumer inquiries,
questions and concerns
• Allows for two-way personal communication to occur
• Greater personalization develops staff and consumer
relationships
• Better understanding of individual consumer needs
and reactions
 Ability to use this form of communication as
reinforcement to other forms of communication or as
a stand-alone activity
Direct Marketing Options for
Agencies
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Sales presentations, tours and meetings
Seminars, workshops or training programs
Door-to-door distribution
Telemarketing
Direct sales letters
Network or multi-level marketing consumer
support centers
• Lead referral programs
• Sales blitzes
• Trade shows
Selecting the Direct Marketing
Activities
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Understand the target market and how it can be
reached
Learn which methods produce the best results
Utilize effective design formats and messages
Consider resource limitations including budget,
timeframe, and expertise
Direct Sales Process
Strategic Sales Cycle
• 8 steps process
• Skills are developed not innate
• Practice
• Teach others
Strategic Sales Cycle – First 3 Steps
Prospecting
Planning
Preparing
Sample Prospecting Tools
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Feasibility Study
Guest History Report (database of past guests)
Sales Prospector
Business section of local newspaper
Sales Blitz Reports
Past Sales Call Reports and files
Referrals from existing customers
Business Journals
A trade show attendee list or people dropping off
business cards for an agency's raffle.
Strategic Sales Cycle – Last 5 Steps
Rapport
Development
Probe
Close
Support
Summarize
Direct Marketing and Personal Sales
Examples
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Conduct a sales blitz of the local area to obtain
prospecting leads
Attend a trade show Obtain written testimonials of
satisfied community members that could be shared
with other potential patrons
Present to the local boy scouts about the benefits of
healthy living
Tour a potential group contact around the facility
highlighting the features that match the benefits
he/she is seeking
Develop an incentive for staff who refer groups
Write personal letters/make personal contact with
individuals who have referred groups
Internal Marketing
Internal marketing is a strategic approach for
communicating through employees or other
stakeholders to reach targeted markets.
Common characteristics of internal marketing definitions:
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Employee motivation and satisfaction oriented
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Customer orientation and satisfaction oriented
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Integration focused
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Marketing approached
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Implementation of specific strategies
Internal Marketing Activity Examples
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Inter-departmental and cross training
Employee newsletter
Employee bulletin board
Table tents, paycheck stuffers and other collateral
Employee business cards with highlighted
promotions
• Employee sales incentives
• Paycheck stuffer
Benefits of Internal Marketing
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Expanded market awareness
Expanded sales force
More knowledgeable staff and satisfied consumers
More satisfied staff
More loyal staff
Establishes a competitive advantage
More business