IMC Options For Promoting A New Resort Essay In Malaysia And Singapore.

Describe two verbal communication techniques and two non-verbal communication techniques to apply when engaging with children.

Describe three rights that form part of the United Nations Convention on the Rights of the Child.

Explain how the National Quality Framework applies to children’s services.

Verbal and Non-Verbal Communication Techniques for Engaging with Children

Mermaid Hotels & Resorts can implement different IMC options for promoting its new resort property in its target countries, i.e. Malaysia and Singapore. These integrated marketing communications options will include utilizing different marketing strategies to improve the communication of its message and ideas about the services of hotels to its external and internal stakeholders (Andrews and Shimp, 2017). This part will include the advantages and disadvantages of implementing different kinds of advertising media and pros and cons of other promotional strategies.

Direct marketing is a promotional technique, which includes presenting the advertising message about the company’s products and services to the target customers without using any middleman. Mermaid Hotels and Resorts can make the direct marketing using different modes, like; brochures, newsletters, catalog, e-mails, phone calls, text messages, online display ads etc. It will assist the hotel organization in making brand loyalty among customers (Luxton, Reid, and Mavondo, 2015). There are some strengths and weaknesses of direct marketing technique, which are stated below;

Personal selling is the promotional technique, in which the organizations use people to sell its products and services by meeting the customer face to face. Mermaid Hotels and Resorts can promote its hospitality services via their appearance, attitude and knowledge about services. At this hotel, personal selling can assist in encouraging the customers towards its services. The strengths and weaknesses of this technique are given below;

In today’s modern environment, social and digital media is most used source among the population in both the countries, Singapore and Malaysia. Social media may enable the companies to enhance the communication with its target customers. In this case, Mermaid Hotels and Resorts can communicate their advertising message by the use of social and digital media sources. Social media has changed the way of communication between organization and customers. It can post its ads on different social media networking sites, like; Facebook, Twitter, Instagram etc. The strengths and weaknesses of this method are given below;

Public relation is a promotional method, which develops beneficial relationship between public and organizations. It is the major practice for managing communication between people and company. By using this technique, Mermaid Hotels and Resorts can enhance its business profile and enhance brand image among the population of Malaysia and Singapore. It can be very cost effective of the hotel, if organization implements it effectively.

Using an effective Integrated Management Communication Plan is essential for the organization, when it introduce its products and services among people. There are various promotional and advertising methods, which can be recommended for Mermaid Hotels & Resorts in Singapore and Malaysia. For the first year, the organization will create an IMC plan and establish an IMC budget according to the mode of media. It is hereby recommended that this hotel should use different media for communicating its advertising message, such as; social media, print media, broadcast media etc. The marketing department at Mermaid Hotels and Resorts should emphasize on its marketing strategies and marketing mix for promoting its services to the customer base. AT Mermaid Hotels, the organization will create marketing team, which will implement different marketing practices for enhancing its brand image. It can use different modes of social media, like; Facebook, Twitter, Instagram and Youtube for advertising its hospitality services among people (Zhechev, 2016). It will be cheaper than other advertisement media and it is easy to approach the people using this mode. By using this, Mermaid Hotels & Resorts will be to enhance brand image and reputation among a large population of both the countries. It should post the pictures and videos of hotel rooms and interior on social media pages, so that people can see their services. For this, the company will create a budget, which includes all the expenses and costs for advertising the hospitality services. The budget given by the company is of $2.1 million that is divided in accordance to the expenses and costs. All the modes of advertising are given along with the rank. The IMC budget is stated below;

Rights of the Child According to the United Nations Convention

The above-given graph shows different advertising methods, which can be used by Mermaid Hotels to promote its services. The graph shows that percentage and ranks, which are given to the advertising and promotional techniques. The highest percentage, i.e. 38.50% is given to the social media as most of the population is actively engaged in using the social media networking sites, like; Twitter, Instagram, Facebook etc. Second rank is given to the print media as it is the best way to approach the people and it is very cost effective in comparison to social media and broadcasting media (Šeric, Gil-Saura, & Ozreti?-Došen. 2015). The company has the total budget of $2.1 million for the advertising and promotional expenses, which is divided in different modes of advertising according to their significance and expansiveness.

In addition to this, it should use broadcast media, like; Television, so that it can give visual presentation of its services through commercial ads. Broadcasting media will come on the 3^rd rank, because it is more expensive than other methods of advertising. Apart from this, the organization will spend its budget on other sources, public relations and events, for which the budget is allocated accordingly in the above table and chart. 

In the first year of operations, the organization can give significant discount to the people on their first booking, like; 5 to 10% according to their room booking (Luttrell, 2016). For their regular customers, it should have different offers and reward points, so that they will revisit the hotels. By doing this, company will be able to attain its marketing objectives, like; it will be generating the estimated bookings in the operations of first year and creating the high level of brand reputation and awareness among people.

References 

Andrews, J.C. and Shimp, T.A. (2017). Advertising, promotion, and other aspects of integrated marketing communications. Nelson Education.

Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2014). Advertising: An integrated marketing communication perspective. McGraw-Hill Education.

Daoud, H. (2016) 8 Essential Elements of a Social Media Marketing Strategy, accessed on https://www.socialmediaexaminer.com/essential-elements-social-media-marketing-strategy/

Fehrnstorm, M. & Rich, D.M. (2009). Using Events to Drive an Integrated Marketing Model. Journal of Integrated Marketing Communications.

Freeman, R.E. (2010). Strategic Management: A Stakeholder Approach. Cambridge University Press.

Luttrell, R. (2016) Social Media: How to Engage, Share, and Connect, Rowman & Littlefield

Luxton, S., Reid, M. and Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), pp.37-46.

Mihart, C. (2012). Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision – Making Process. International Journal of Marketing Studies.

Pavlou, P. A., & Stewart, D. W. (2015). Interactive advertising: A new conceptual framework towards integrating elements of the marketing mix. In New Meanings for Marketing in a New Millennium (pp. 218-222). Springer, Cham.

Šeri?, M., & Šeri?, M. (2017). Relationships between social Web, IMC and overall brand equity: An empirical examination from the cross-cultural perspective. European Journal of Marketing, 51(3), 646-667.

Šeric, M., Gil-Saura, I., & Ozreti?-Došen, ?. (2015). Insights