Budva – After positioning on world tourist map, and creation of image as of an irresistible country and a country which should be searched promotion of Montenegro is at the entrance of the new phase – promotion in prestigious international new magazines.
In the previous years Montenegro managed to present itself on global TV networks (CNN, EuroNews) for which excellent videos were filmed which were signed by Budva agency AMC communications. Tourist promotion is entering a new phase where we need to offer broader information to millions of spectators who have caught first visual information, impressions, and associations about some “wild beauty” for which we need to use printed media.
Executive director of AMC Communications Velibor Zolak says that in the promotion of Montenegro they have applied the STP marketing and the basic principle of marketing which the present day management recognizes: the market is fist carefully divided into segments (Segmentation), then attractive goals and segments are being targeted (Targeting), and then one should position a product on them (Positioning).
– It is not smart to offer the same product to everyone, because various segments of the market have various needs. You will not promote mountains to Suisse people, or prairies to Russians, nor antique monuments to Greeks. The aim of a good marketing is to create and to pack your product in the way that it can respond to specific interests and needs of a group which you consider to be a best buyer.
If our goal are rich, west European guest then we have to create the product in the way that it is interesting for them, to offer them something different, something that they don’t have, and which suites their sensibility. If for example those are guests who visit regularly Antibes, Monaco, Capri… or some other jet-set summer resorts then it is one kind of a product, and if those are some Russian guests from Moscow suburbs for them you need to create other kind of product, completely different and a completely different picture of the destination – stressed Zolak.
However, as he points out, in marketing it is not prosperous to create a product for every segment of the market, because then you would need to have hundreds of various products and hundreds of various messages. That is why you always have reduction, some approximation to the joint denominator of tastes of groups for which you’re aiming.
– Except the onset on tourist fairs the so-called promotion of the sale, which is being carried out by the National tourist organization and which are adjusted to the markets on which they are being carried out, at the same time you have a campaign in electronic media. The market is divided into two big segments, European and regional market of the Balkans. AMC Communications was responsible for the video, which was meant for European market and global TV networks. We have produced and interesting video, which promotes what the aimed group is looking for – new destinations, new challenges, some unknown country, and the joy of discovery, which we have offered to them. For Balkan market it was senseless to offer the pictures of natural and cultural richness of Montenegro and the possibility for an active vacation, which was dominant in the video for European market. Balkan video was focused on easiness, airiness, and relaxation of the vacation along with the evoking of beautiful emotions connected with Montenegro, for which we have used the music theme of Bajaga’s song “Montenegro”. That is a classical example of segmentation of the market and marketing practice to define and pack n entirely different ways the same product for two different markets.
Campaign, which we have done so far, as he said, was directed only towards forming of an image, on creation of the associations for a suitable destination.
– Campaign in the future will surely be broadened. It will be found in printed media too. People who have seen the video are, naturally, looking for additional information, facts, and arguments. Seeing our beautiful pictures, and hearing the beautiful sounds and now the ration is starting to work in them – the need for additional information about the promising product is growing. Printed media are irreplaceable. In all serious international magazines on entire pages you can find advertisements for tourist destinations. Big and attractive photographs are accompanied by text – a range of facts and information about the destination: how to reach it, who to go to for information, which are comparative advantages, where is the tourist bureau etc… Ministry of tourism and NTO by all means will estimate with competence which are the printed media in which Montenegro will be present – said Zolak.
THE SEASON OF PARADOXES
Zolak noted that this year’s season is full of paradoxes – at the same time and good and bad.
– This year has shown the maximum which we can take out from the existing tourist product and the existing concept. It is not possible to achieve a high quality of product with such a huge mass of people who are overloading all our resources – beaches, promenades, parking, water, and electricity…
Our development has to have a decrease of beds. Montenegrin Riviera would function much better if in the high season per day we had 60 or 70.000 guests less, because we would have a much better tourist product. Also, this season has also shown that we shouldn’t invest more in the promotion on markets which generate low paying market and very poor spenders. That means that we have to work harder on stricter selection of the market and – without any political sentimentality – cross out some of them. The main task of our tourist policy will be redistribution of huge amounts of guests who are coming in the high season and redirection on the pre and post season. This daily surplus of about 70.000 guests in July and in August we need to redistribute on March, April, May, October, and November. We should do that by limiting the owners of non – commercial accommodation capacities (with tax policy – in the negative way), as well as encouragement (organization of big artistic, cultural, sport, business, and other events). Those people will come out of the season only if we hit the center of their interest – if we organize top events. That is our joined task, because to organize marginal free of charge concerts in July and in August from the public money is a serious public offence – said Zolak.