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6295933 Marketing Plan.pptx Fundamentals of a marketing plan
- 2. Consumer Research Methods Focus groups. Website analytics
- 3. TV Advertising Broad awareness building Emotional brand connection Flexibility for creative Challenging measurement
- 4. Billboards Brand awareness Location targeting Brand reminder impact Creative limitations
- 5. Mailings Personalized outreach Special reopening offers from the park Mementos and memorabilia connection to the brand. Manual effort
- 6. Social Media Ads Geo-targeted awareness Boosted word-of-mouth Real-time optimization Negative commentary risks
- 7. Retargeting Ads Remarketing recent visitors Personalized messaging Conversion focused Potential ad fatigue
- 8. Email Campaigns Direct customer access Tailored outreach lists Promotions and deals Message overload challenges.
- 9. Integrated Optimization TV and billboards for mass awareness Digital for targeted, measurable actions Traditional and digital work together to sustain brand momentum
- 10. Crises Management Strategies Survey customers for insights on restoring trust Empower employees to provide feedback Prepare contingency plans for safety incidents Invest in PR and crisis communications
- 11. Legal Risks Lack of transparency around improvements
- 13. References Purnomo, Y. J. (2023). Digital marketing strategy to increase sales conversion on e- commerce platforms. Journal of Contemporary Administration and Management (ADMAN), 1(2), 54-62. Sahni, N. S., Narayanan, S., & Kalyanam, K. (2019). An experimental investigation of the effects of retargeted advertising: The role of frequency and timing. Journal of Marketing Research, 56(3), 401-418. Katz, N. H., Lawyer, J. W., Sosa, K. J., Sweedler, M., & Tokar, P. (2020). Communication and conflict resolution skills. Kendall Hunt Publishing.
Editor's Notes
- To create a comprehensive marketing approach, the park needs to fully understand the market and the problem they are facing, there is no better way than to directly engage with the members of the society. This communication can be established through one on one sessions fosters the opportunity to acquire qualitative data on the information that would be otherwise overlooked. Therefore, focus groups are a great way for the park to interact directly with their clients. It offers an opportunity for an engaging conversation where both parties can ask questions and seek clarification. On the other side, website analytics takes a slightly different turn as the customers would be indirectly communicating through the presented and interpreted data on website visits and engagement. The data and digital footprints they leave behind such as click -through rates among others is what will be used to establish communications. With the advancing technology, website analytics are reliable to collect enomous data and make sense out of them with ease saving on time and money.
- TV advertising is a productive channel in marketing. TV incorporates audio and video media, making it twice as effective as traditional marketing channels. TV advertising also reaches a broader audience, breaking into virgin markets and allowing the organization to diversify and attain a competitive advantage. The park could achieve brand awareness in existing and new markets. Additionally, the customers would develop an emotional connection linking to the brand identity, which will significantly improve their decision making when acquiring the products and the services the park offers. Similarly, TV advertisements are flexible and facilitates creativity, and they can also scale further than the designated target location which is both a good and a bad thing. Therefore, tv advertisings are applicable in attracting new customers to the park.
- Billboards are a creative way to use print media; even though they are categorized as traditional, they are still effective in the current market. An advantage of billboards is that they are strategically positioned in a location where potential and targeted audiences use frequently. They are effective in creating brand awareness as one cannot miss them and in singling out a specific location as it would only be physically present in the area. Billboards might sometimes be impactful even after their campaigns are over, as when they are strategically positioned, they become a landmark. On the other hand, it is exceptionally challenging to be creative on billboard ads and campaigns compared to digital media, making it a significant challenge and drawback.
- Mail marketing allows organizations to communicate directly with their existing and potential customers. This is effective in seeking feedback on ways to improve the brand. In this case, mailings would have been a better approach to establishing communication and seeking input from local members of the community who play a significant role as stakeholders. It was also able to personalize information, such as only sending a communication to a house addressing their family size regarding kids and ages and what each one can enjoy at the park. Similarly, mailings have a remembrance effect since customers keep the mail around before disposing of it. On the other hand, mailings require a lot of manual labour, such as delivering and collecting feedback manually (Purnonom, 2023). It is also not ideal as the target audience has to manually check the mailboxes, which can delay messages and make them irrelevant by the time the target audience accesses them.
- In the digital world, a considerable percentage of the population can access the internet and mobile phones and thus access social media platforms. Organizations can use this audience to their advantage as it is easy to narrow down and target the audience with surgical precision. Through content creation, the park can benefit from using generated content from their clients, and they can also make use of the real-time adjustment and optimization from actively available feedback and make even better-aligned campaigns. However, on the downside, in case of an incident with public relations, the organization can easily face negative and general backlash as the word is spread around.
- A comprehensive marketing plan should embrace flexibility. This is to ensure that the program has room for modifications to ensure that in case the project does not work out as planned, the team can quickly shift and adjust to another approach. Retargeting of ads is there to ensure the right audience is exposed to the correct information. This makes it easier to target and personalize information to the selected audience if a mistake was made in the initial planning. Due to the flexibility, this approach realizes conversions and breeds productivity. On the downside, it is exposed to ad fatigue by the customers, making them lose interest and emotionally disconnect from the brand (Sahni et al., 2019).
- Emails are the most reliable way of creating a client base. As compared to social media following that can be easily lost due to public relations negative backlash or buns from the social media management, emails give you a list of customers that the organization can easily control, as long as they do not change their emails, which does not happen that often. It is, therefore, a reliable source to communicate promotions and brand deals. However, from the customer's perspective, emails can be annoying due to message overload and spam.
- Traditional marketing methods have advantages over digital media; the opposite is true with digital media. Therefore, integrating both strategies allows the organization to fill in the missing spots from both designs and have a double chance of success in the established processes. Consequently, they both work together comprehensively, complimenting each other on their limitations and boosting their advantages. For instance, Billboards can be used with social media, and billboards are restricted to location while social media is not; billboards attach the audience emotionally while people view thousands of ads daily on social media, and it would be hard to remember one.
- A crisis can only occur when there is a disconnect in the organization. Therefore, communication is a great skill that should be integrated with teamwork to ensure the team is aligned with the same goals and objectives (Katz et al., 2020). In case a crisis happens, narrowing down the problem by conducting surveys with the customers to hear from their perspective is essential. Additionally, the employees should also be able to account for the crisis and offer recommendations on implementing better. The park should, however, have a deliberate contingency plan in case of such incidents to make the intervention smooth and organized. Employees can be protected from future incidences by the company learning from the existing mistakes and designing strategies to counter tem in the future. Effectively managing crises creates a warm and prodctcitive work environment where employees are encouraged to pursue their objectives.
- The park already has a dark history that led to its closure; the reopening is therefore required to be strategically planned and implemented to ensure it creates a positive impact on the brand's reputation. False advertising such as misleading information will drag the park through legal confrontations tat will hurt the band name, causing them to lack potential customers as no one would want to associate with a criminalized organization. Therefore, the park should avoid false advertisement to keep and retain its brand image and reputation and ensure they attract rather than loose customers.
- The park has been closed for a while, it is obvious that they are short in finances. However, false advertising on the prices is an ethical dilemma. Predatory pricing is when companies report a fake and in most cases cheaper price to lure customer in before abruptly hiking the prices now that they have the attention. This could bring negative effects as customers will feel cheated on by the company, as much as they are not likely to seek legal action against the company, they will cut ties with the park. This will be bad for business considering now that the parks needs them the most. In summary, predatory pricing will significantly results in another closure for the park.