Cottage owners on the other hand advertise with SCH based on the brand image of the agent, trust and comfort levels they enjoy with the company. The agency requires that marketing and communication strategies be employed keeping the following criteria in view.
Short term communication objectives
•The target segment of SCH is in various stages of hierarchical responses. Communication strategy must be employed to first create and increase awareness about cottage holidays rather than general holidays and brand awareness on the SCH package. This must be done through attractive advertising strategy, good media planning and promotional exercises. Differentiation between SCH and its competitors must be clearly specified.
•Next the agency must focus on providing more information on SCH to the customer. The ‘comprehension’ phase should allow development of website, direct mailers etc that provides information about the holiday packages.
•Endorsements by experts or feedback photos and comments from satisfied SCH customers are other tools that the agency can explore to convince customers. Conviction must be the third important stage of the exercise.
•Desire to purchase must be generated through a strong promotional mix that includes good publicity and irresistible offers for the target segment.
•Finally the campaign must motivate customers into action which can be measured by number of phone calls/ emails querying about the packages. Feedback forms and lucky coupons are other options. ...