Learning Outcomes On completion of this chapter, you should be able to:
■ appreciate the uses of customer relationship management ■ discuss the main techniques employed in direct marketing ■ understand the role played by publications and the various media that can be used
Introduction As was highlighted in Chapter 4, in order to be effective, a destination’s or venue’s annual marketing plan should include the marketing communications activities that will be undertaken in order to achieve some of the specific objectives of the plan. These objectives will almost certainly involve bringing the destination or the venue to the attention of potential buyers in a cost-effective manner. But comprehensive marketing communications campaigns will include the full range of activities and techniques that focus on developing relationships with buyers and other stakeholders, as opposed to simply concentrating on generating sales.