Marketing and PR: Visitor Marketing Plan - Research Paper Example

Strategic Marketing Initiatives Describe your overall Game Plan, and identify and explain the strategic marketing techniques you will use, and why. Since the last nine years the Al Fresco show was launched, considerable growth was experienced in terms of ticket sales and overall show attendance. It has established itself as a leading outdoor event, and the only “consumer show that covers the breadth of outdoor activities in one show”. It is the largest in the whole of UK and Europe, and has institutional sponsors from merchandisers to sports/outdoor enthusiasts organizations. However, it was noted that attendance figures fell in 2008, but recovered well in 2009 after strong marketing campaign. Given the competitive situation of the outdoor events industry, the Al Fresco Show 2010 should be able to adopt strategies that would lead to a successful campaign for 2010, meeting the event objectives: Increase attendance figures by attracting new markets Develop new partnerships with associations involve in outdoor activities Strengthen media partnerships Build customer loyalty Improve online marketing strategies Al Fresco, to be able to establish and maintain itself as a leading event in the outdoors industry, should be able to differentiate its product and service offer. This will be done through the following strategies: 1. Operational excellence Attendees to the event will be provided with products or services that are reliable, useful, fun, and enjoyable (being an outdoor activity), and at competitive prices. 2. Customer intimacy Attendees to the event will feel at home, relaxed, welcomed, and comfortable. Organizers and exhibitors will have to ensure that they are able to extend some personal touch when dealing with customers, and that they are able to respond quickly to any special or specific needs of customers. This is to avoid customers from getting intimidated or having some fear or anxiety which might be experienced by first time visitors. Being familiar with and knowing customers intimately will also prove to be a useful strategy in ensuring loyalty and repeat attendance for future events. 3. Product leadership Attendees, especially repeat customers, should be able to see new and innovative products and services, or new adventure experiences that would enhance customer utility. It should be able to outperform competitors’ products, and even outperform its own products that were offered in previous events. Exhibitors should be able to improve and do more than what was offered the preceding years. New products, new service, new experience must be launched during the event. Al Fresco Show 2010, therefore, will have to establish and maintain its present market leadership position by organizing its business better, knowing its customer better, and consistently offering better experiences to its target market or event attendees. Given these challenges, organizers should therefore strive to achieve the following: 1. Identify sources of potential competitive advantage - covers the breadth of outdoor activities in one roof - presence of leading promotional partners providing a one-stop shop environment - launch and campaign of ‘love the outdoors’ which identifies the event as all-encompassing outdoor activities event - largest consumer outdoor show in Europe, an event not to be missed 2. Identify major differentiating attributes available to Al Fresco events, compared to other events. - covers the breadth of outdoor activities, made up of four sub shows to include outdoors, water sports, adventure travel, and adventure sports. It also includes mini shows and clinics for surfing, photography, mountain biking and rambling. - it has the support of major consumer associations and groups 3. Determine and maintain an effective positioning in the market - Al Fresco will have to position itself as the number one event in its class. It has to establish and maintain itself as the market leader, as people tend to remember the number one product, compared to competitors who are market followers. 4. Communicate its positioning effectively to its target market. - Finally, and equally important is how Al Fresco Show 2010 will be able to communicate its positioning to its target market. It is important that marketing strategies are able to position the event in the mind of the target market. Organizers will have to strengthen its current position by proactively engaging in marketing campaigns as outlined in the marketing mix program. In order to maintain its market position as leader in the outdoor event industry, Al Fresco show will have to develop and expand its target market. New users of the event, for example, can be targeted in order to increase sources of gate receipts. Al Fresco’s outdoor events, for sure, have the potential of attracting new groups who are unaware of the event/products or who are resisting/ignoring it because of certain features, or because of a perceived prohibitive ticket pricing. In search of new users, organizers will have to engage in the following strategies: 1. New – market strategy Children and pre-teens group is one of the targets for new market strategy. They can be introduced to the various activities in the event that promotes play for fun, physical activities, addressing the need for such activities for healthy lifestyle promoted at an early stage, and other health concerns such as the reported rising obesity in children. 2. Market penetration strategy Non active urban professionals can be introduced to health benefits of ourdoor activities. They can also meet other people in the course of their attendance, allowing them to expand their social network, business contacts, and circle of friends. 3. Geographical expansion strategy Al Fresco Show 2010 will have to be promoted in other non-attending localities, or in other countries where outdoor enthusiasts and avid fans looking for new and exciting outdoor events abound. Increase marketing promotions through advertising should be done in these target groups to attract and increase potential attendees to the event. Marketing Communications Mix Identify, explain, and justify Marketing Communication decisions. A number of prompts can be found below, but you need not be restricted to them. Al Fresco should be able to communicate effectively to its target market its key messages, to wit: Message 1 – The AL FRESCO show is the place to find out the latest developments in your activity from new gear to new locations. Come and meet the experts in your field and learn from their experiences. Message 2 – If you are bored with the gym and are looking for a more social way to keep fit them come to the AL FRESCO show to find a new activity that will suit you. Message 3 – “Love The Outdoors” will target those people who would like to do more outdoors but don’t know where to start. It will break down the barriers of elitism and the fear of trying out new activities. To communicate effectively, Al Fresco will have to hire advertising agencies to develop effective sales ads; events promotion specialists to design ticket-incentive programs; direct-marketing specialists to build database and interact with customers and prospects by mail and telephone; web developers/graphics design artists/IT experts to develop and maintain the marketing campaign online, and public relations firms to supply product publicity and develop the event image, especially the “love the outdoors” branding. What is important in the marketing communications mix is to be able to determine what to say, to whom, and how often. This should be able to provide the guide as to the marketing mix media to use and to invest in, in order to effectively reach the target market of the event. The marketing communication mix of Al Fresco will be implemented through the following: Advertising – print and broadcast ads in both regional and national levels Direct marketing – use of mail, telephone, and other non personal contact tools to communicate with or solicit a response from specific customers and prospects Internet based marketing campaigns – through the creation of website, blogsite, social networking platforms such as Facebook, Multiply and Tweeter accounts, email campaign Events promotion – additional incentives to encourage attendance, such as contests, games, raffles and door prizes, premiums and gifts, tokens distributed during the event Public relations and publicity – programs designed to promote the event, and create an image for the event, and its brand “love the outdoors” campaign Specifically, the marketing campaign will take the following form: Media Type Forms Advertising 1. Broadsheet newspapers – every Sunday, Wednesday, and Friday targeting serious news readers, professionals, parents 2. Tabloids – every Tuesday, Thursday, and Saturday targeting general public readership 3. Top 10 UK most visited magazines, issues at least two months before the event 4. Regional and national TV sports programs PR The specific PR Business objectives for 2010 are: Increase visitors – 10% target Promote 4 shows in 1 Grow credibility for the show Maximise Love The Outdoors campaign How might you address these specific objectives? Increase visitors by targeting new markets such as families, children, pre-teens, and teen agers, non-active professionals Active endorsement of celebrities to be used in advertisements Love the outdoor branding campaign What media or partnerships might you use? Broadcast and print media partnerships will be effective Social networking sites over the internet campaign Direct Mail Think about databases that you may have. What techniques or materials might you send? In partnership with associations and various organizations, direct mail will be launched through memberships database. Event brochures and programs will be sent to enable members get the full information and event description. Events Promotion Door prizes and raffles, games and contests, various tokens from exhibitors, will be given out during the event. Sponsorship What forms could sponsorship take? Groups from faraway areas can be brought in and ferried through by sponsoring associations, or business partners. Airlines, for example, can offer discounted airfares for event attendees in exchange for media mileage. E-Marketing strategy How might you use the Internet to support your campaign? Use of social networking media such as facebook and tweeter accounts will help in promoting the event Leaflet Campaign How many leaflets do you plan to print. Where might you distribute these leaflets; which organisations might help? Local newspapers might be a viable partner in this campaign strategy, where leaflet inserts can be distributed through the local newspapers Love The Outdoors This is clearly a unique feature of the event. What special strategies, techniques or resources might you put towards this? This can be developed as a brand to distinguish the event from its competitors. Merchandise can be developed and sold using this branding campaign. Additional Event partners What other events within the sector might you partner with to undertake joint promotions (tickets, prizes, competitions). What reciprocal arrangements could you offer? Hotels, restaurants, transportation companies, local and international airlines might prove to be good partners in the event, as guests and attendees from far away areas will certainly use their services. Tourism agencies can also help promote the event. They can be good partners or sponsors, in exchange for free advertisements of their products or services. Marketing Events What other events within the sector might you attend to use as marketing events? (exhibition stands, sponsorship). Out of the box thinking, Al Fresco can participate in competitor events by renting spaces where marketing materials, brochures, leaflets, etc can be distributed, and advance tickets can be sold. Marketing Budget This is a SAMPLE BUDGET. You are required to design your budget based on the decisions you made earlier in the Marketing Communications Mix section (Media selection). Add approximate data, but back it up by researching relevant sources of costs, including them in the Appendices section and referencing them within the budget. Box Office 29,000 Design Agency Fee 16,500 Photography 7,000 Production 5,400 Printing Costs / Overall Leaflet Costs 45,000 Media Newspapers – Financial Times, Europe, half-page ad 89,205 Media Magazines – FT Magazine, Pursuits section 26,106 Media – Radio 25,000 Media - TV 50,000 Media Outdoor 40,000 Direct Mail 18,000 Market Research 5,100 PR Agency 25,000 Miscellaneous 10,000 Internet 10,000 Trade Promotion 25,500 Promotion 77,500 Total 503,811 Total marketing program for Al Fresco Show 2010 will amount to 503,811. Action Programme Describe what needs to be done, and who will do it. Identify the critical elements of your plan, and suggest milestones to check that matters are on target. Create a Timeline incorporating marketing activities. Some of the Key Actions are identified below, but this is not an exhaustive list. Assume you start activities within 9 months of the event. According to Kotler, marketing implementation is “the process that turns marketing plans into action assignments and ensures that such assignments are executed in a manner that accomplishes the plan’s stated objectives”. Assuming that a marketing group headed by a marketing manager has already been organized by the Al Fresco Show 2010 in order to implement the strategic marketing plan, the following action program has been drawn up in order to determine the things that have to be done, with milestones and timeline in order to keep track of the progress of the marketing plan implementation until the run up to the actual event. Main Activities Critical Elements Milestones Person Responsible Finalise Marketing Strategy 1. Availability of marketing research output 2. Brainstorming output reflecting all the inputs of events executives and event partners 1. Marketing plan blueprint 1. Spearheaded by the marketing manager, supported by events executives Firm up agreements with existing partners 1. Meeting of the minds with existing partners on all aspect of the Al Fresco Show 2010 1. Marketing contracts signed 1. Marketing manager, supported by staff in-charge of Partners and Sponsors Investigate new partnerships 1. Mutually advantageous arrangements have been reached, with the potential to bring in target attendees 1. New partnership agreements signed 1. Marketing manager, supported by staff in-charge of new partnerships Creation and development of online presence 1. Concepts have been designed for implementation 2. Target market has been clearly identified for targeted campaign 3. Cooperation of IT experts who will implement and execute the online marketing program 1. Launch the event website. 2. Launch of outdoor activities blogsite 3. Facebook and tweeter accounts have been created, with fan pages hitting desired numbers 4. Email campaigns have started 5. Online ads are visible and apparent 1. IT staff under the supervision of the Marketing manager Public Relations activities 1. PR program has been drawn and PR firm has been contracted to implement the program 1. PR contract has been signed. 2. Press kits have been prepared and distributed 3. PR programs have been implemented 1. Marketing manager and staff in-charge of PR Direct Marketing activities 1. Direct marketing program has been finalized and a direct marketing firm has been contracted 1. contract has been finalized and signed 2. direct marketing program has been launched 1. Marketing manager and staff in-charge of direct marketing Advertising program 1. Advertising programs including budget per advertising tool has been prepared 2. Advertising firm has been identified to implement the program, including execution of ad placements 1. Ad agency contract has been finalized and signed 2. Launch of ad campaign started 1, Marketing manager and staff in-charge of ad placements Events promotion activities 1. Launching of various events 2. Inauguration of Love the Outdoors 2010 brand 1. Launching programs approved and implemented 1. Marketing manager and events management staff, in partnership with partners and sponsors Action Program Time Line Activities Mo 1 Mo 2 Mo 3 Mo 4 Mo 5 Mo 6 Mo 7 Mo 8 Mo 9 Finalise Marketing Strategy Firm up agreements with existing partners Investigate new partnerships Creation and development of online presence Public Relations activities Direct Marketing activities Advertising program Events promotion activities Opening day – Al Fresco Show 2010 Controls Identify and explain the control measures you will use to measure and monitor the progress and the success of your plan. The marketing group of Al Fresco is expected to plan and control the marketing activity for the event. But as things are sometimes happening unexpectedly, and many changes occurring during the implementation of the marketing plan, the marketing group has to monitor continuously and control the marketing activities up to the day of the actual event. 1. Advertising efficiency The marketing group should be able to keep track of the following figures: Advertising cost per thousand target buyers reached by media vehicle Percentage of audience who noted, saw/associated, and read most of each print or TV ad Consumer opinions on the ad content and effectiveness Before-after measures of attitude toward the event Number of inquiries stimulated by the ad Cost per inquiry 2. Online marketing campaigns Website visitors tracking can be monitored Blogsite hits will indicate effectiveness of blogging to promote the event Facebook network and fan or friend requests can indicate popularity Tweeter accounts network Online inquiries through emails 3. Sales – promotion efficiency Number of deals generated for group accounts Number of inquiries received resulting to eventual sales Resulting ticket sales All in all, the success of the marketing plan will be measured by the way the objectives that were set to be accomplished beforehand were met. If the bottom line objectives were met in terms of gate receipts, increased number of attendees, increased sales of merchandise and exhibitors participation, etc., then the marketing plan would have been a success. References Kotler, P. Marketing Management – analysis, planning, implementation, and control. 8th Edition. 1994. Prentice Hall Inc. New Jersey, USA. ______. FT Advertising. 2010. [Online] Available at: http://www.fttoolkit.co.uk/advertising/rates.php [Accessed 30 April 2010] ______. The British media is here. 2010. [Online] Available at: http://www.mediauk.com/ [Accessed 30 April 2010] Appendix 1. Media rate cards for ad placement in UK Financial Times and other publications Rates > Dollar > Display World $ Europe $ UK $ Americas $ Asia $ SECTION I (Run of Paper) Per Single Column Unit (SCU)   360 278 155 80 40 Full Page   150,240 116,160 65,920 36,160 16,800 Junior Page 1   78,720 61,280 34,240 18,240 8,480 Half Page   78,720 61,280 34,240 17,920 8,320 Junior Page 2   59,200 45,760 25,600 13,280 6,080 Quarter Page   40,160 31,040 17,280 9,120 4,160               SECTION II - Companies and Markets (Run of Paper) Per Single Column Unit (SCU)   402 314 195     First Full Page   192,000 148,800 93,600     Full Page   170,400 132,160 84,480     Junior Page 1   89,280 69,440 43,840     Half Page   89,280 69,440 43,840     Junior Page 2   66,400 51,680 32,480     Quarter Page   44,960 35,040 22,080               FINANCIAL NOTICES Per Single Column Unit (SCU)   285 224 150     Floating Rate Notices, Redemption Notices, Bank Base Rates, Compliance with Stock Exchange, Listing Rules (Minimumsize = 6pts)   World $ Europe $ UK $ Americas $ Asia $ SECTION I & II (Special Positions) First Color Position             Full Page   231,040 172,960 103,680     Jr. Page   182,720 136,800 82,400     Half Page   182,720 136,800 82,400                   Second Color Position             Full Page   216,640 162,560 96,960     Jr. Page   169,760 127,360 73,920     Half Page   169,760 127,360 73,920                   SECTION I - STANDARD SITES (Run of Section) Full Page   206,400 154,720 91,840 44,480 27,520 Junior Page 1   149,440 111,540 65,440 31,520 17,120 Half Page   147,360 110,400 64,800 31,360 17,120 Junior Page 2   126,560 94,880 56,160 26,880 15,520 Quarter Page   78,720 59,200 41,600 18,400 13,760 Strips*   120,000 89,760 53,280 Double Page Spread   407,840 305,600 200,800 Fireplace   322,240 241,600 159,200 Half Page Spread   322,240 241,600 159,200 * An 8 column advertisement up to a maximum of 160 mm               Section II Companies & Markets Full Page   206,400 154,720 91,840     Jr. Page 1   149,440 111,840 65,440     Half Page   147,360 110,400 64,800     Jr. Page 2   126,560 94,880 56,160       World $ Europe $ US $ Asia $ Cover Sites (Monday – Friday) Weekday Color or B/W                       Section I           Front Page Solus   46,240 34,560 12,640 9,440 Back Page Solus   47,680 38,080 19,200 16,000             Section II           Front Page Solus   47,680 38,080 12,640 9,440 Back Page Solus   28,800 23,040 12,640 9,440             Please note that Solus Positions have a 60-day cancellation deadline.  Ads cancelled after deadline will be charged.             Ear Pieces Section I & II (Color) Back Page Ear Pieces (32mm x 59mm)   2,720                 Section II Island Sites (B/W)         Per Month Per Day Managed Funds 2; Tue - Sat (Europe only)       82,720 4,640 World Stock Markets (Worldwide)       84,320 4,640 London Share Service :           Left or Right Hand Page (UK only)       86,240 5,120             FT Rui Outside Back Cover    58,200       Inside Front Cover    25,800       Inside Back Cover    25,000       Center Spread    38,600       ROM    21,600       1/2 Page   11,900                   FT Wealth Magazine Center Spread    71,200 57,600 23,200 17,600 DPS (ROM)    48,000 40,000 18,400 11,200 RHP Front Half    42,000 33,200 13,600 10,800 ROM   33,600 24,000 10,400 6,000             For additional units and rates, please call 1 800 446 3905.   World $ Europe $ US $ FT WEEKEND Section I         Per Single Column Unit (SCU)         Run of Paper (B/W)   157 133 99 Specified (B/W)   166 141 102 Run of Paper (Color)*   219 186 144           Results of Advertising   264 230 178 Financial Legal Notices   213 189 142 Other Financial Adverts   306 267 189           Section I Cover Sites         Front Page Solus (210mm x 95mm)   27,200     Back Page Solus (210mm x 170mm)   27,200     Ear Pieces (Color only)   2,400               FT Weekend/Life & Arts** Per Single Column Unit (SCU)     World $ B/W World $ Color Run of Paper     129 177 Page 3     N/A 28,160 Full Page     57,792 90,256 Half Page     28,896 50,608 Quarter Page     14,448 30,784           FT Weekend/Life & Arts Cover Sites (Color)         World $ Front Page Solus       18,960 Back Page Solus       25,360                       *Color rates refer to color insertions which will appear in the UK only and B/W in the rest of the world. To guarantee color Worldwide, the following premium applies:       Color Premium World $ Color Premium Europe $       10,960 6,960           **All advertisements booked to appear Worldwide will appear in Section II in non-specified  positions in the non-UK editions.         Europe $ UK $ FT MAGAZINE*** Primes         Inside DPS     78,400 38,400 Outside Back Cover     48,400 23,360 Left Facing Cntents     45,200 20,000 Inside Back Cover     30,400 18,240           Inc         Page     34,000 18,240 DPS     52,000 35,200           Features         Page     28,000 16,640 DPS     46,400 30,400           Pursuits         Page     24,000 13,600 DPS     40,000 27,200           Fractional Sizes         Half DPS     30,400 20,000 Half Page     12,800 8,000 Quarter Page     7,200 4,800 Quarter Page Strip     8,000 5,600           ***FT Weekend Magazine is distributed every Saturday in the UK and on the last Saturday  of every month in Europe.   Read More