Talking it up

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Sharjah Museums Department tourism marketing manager Conny Boettger.

The region’s leisure marketing experts may have the gift of the gab, but what will they be doing to ensure their facilities and services remain in the public eye in 2009?

The global economic slowdown will no doubt have an impact on consumer spending. What will be your approach in 2009 to tackle the volatile market situation?

Conny Boettger: We'll change the weight that we place on different target markets slightly. International organisations predict a decrease in international tourist arrivals from Western countries to the UAE for the coming months.

Therefore, we plan to place greater marketing efforts on domestic and regional markets such as the GCC region, where clients still show a higher spending power in comparison to their Western counterparts.

In addition, we'll focus more on the high-end consumers of the market as their travel and spending patterns are least likely to be affected negatively by the current economic slowdown.

Kevin Turnbull: We anticipate a slow-down in the first half of 2009 with some recovery in Q4, but different parts of our business are affected in different ways.

For example, our online marketing programmes for hotel/resorts and day spas are proving to be more popular in these difficult trading conditions, as switched-on marketers are increasingly turning to the cost benefits of the web over traditional marketing channels - particularly above the line print and TV.

Also, our spa gift voucher/gift card programmes are very popular and are at price points (starting at £25/€25 (US $36)) which are not hugely threatened by a recession. Even in difficult times individuals still buy presents for Valentine's Day, birthdays, anniversaries and Christmas.

Sharon Marett: Coming in the wake of the financial crisis, the key to 2009 will be to optimise and rationalise resource use efficiently. Hiring and retaining a strong team will be a key element to our growth.

With regard to marketing, it's important to review the whole set-up and audit what are the essentials and the ‘nice to haves'. Leveraging more tactical use of promotions, developing partner opportunities as well as online media and PR play a bigger role to drive incremental revenue.

We will be focusing more on tactical marketing versus brand marketing to engage with our diverse customers and their new priorities.

Lynsey O'Boyle: As providers of qualifications for fitness instructors, we target the trade on one hand and individuals, who are looking at a career in fitness, on the other.

In the current situation, when jobs in many industries are threatened, we offer a great career alternative which is affordable and achievable within a short period of time. Therefore, our marketing efforts will be focused on spreading the word and educating the public about fitness instruction as a career opportunity.

How has your 2009 marketing budget been affected in 2009?

Turnbull: We are less concerned about cutting our marketing budgets than ensuring they offer best value. So we reprioritised our marketing funds away from activities like pay per click (PPC) marketing, which has to date not offered a strong value for money proposition, to focus on improved Search Engine Optimisation (SEO) within our websites.

We have also shifted the focus of our marketing spend more towards tactical programmes - e-marketing and promotion - rather than longer term brand building.

Boettger: We are fully funded by Sharjah Government and cannot comment on the budget in detail. However, there are clear signs that the current economic situation has also impacted on our budget. In order to achieve this year's plans, we are looking into co-operating with organisations of a similar nature.

In addition, SMD's tourism division aims to minimise the usage of the more costly marketing tools such as advertising and will focus more on direct and relationship marketing as well as PR.

Further, we plan to offer our museums services and facilities to commercial organisations. Overall, greater emphasis shall be placed on e-marketing as a more cost effective tool.

O'Boyle: We are a small outfit and our marketing budget is not large to begin with. For the time being we are not reducing our marketing budget and the future will show if we will need to.

Marett: In 2009 it will be even more important to think strategically about marketing budgets and ensure that every dirham goes a long way. With careful, strategic planning and by building relations with key partners, it is possible to ensure you get the very best results for investments made.

EHG has always been focused on the results achieved from various marketing campaigns and this year even more so. There is no doubt that it is now a more challenging market, but I am excited and determined to ensure optimum results are achieved from my marketing budget.

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