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Bma349 fraraccio hobart
- 2. Great knowledge of digital space Understand consumer behaviour Creative & strategic in our thinking Committed to giving all the help we can to succeed in marketing
- 3. There is no ‘proper’ current campaign Only advertised through attractions it hosts No video adverts No single website for promotion Relies on a few main tourism businesses for promotion
- 4. Continue to build festivals, landmarks, buildings etc. to help promote the city. Create more than just a few promotional businesses
- 5. Work towards hosing more national/international events- e.g. sport, music, festivals
- 6. Create video promotional material
- 7. Advertising Digital Marketing
- 8. I hope I have captured the essence of Hobart. I truly believe that with the implementation of new/revised strategies, Hobart will continue to thrive as a buzzing tourist destination.
Editor's Notes
- Good morning, my name is Gabriella Fraraccio from Advertising.Co. Today I will be talking to you about the city of Hobart’s marketing campaign, and suggest strategies in which the campaign can be improved and the measures that need to be taken to achieve these strategies.
- First of all I will give you a bit of background about our company, Advertising.Co. We are an advertising firm based in Hobart and have been operating for approximately three years. We have great knowledge of the digital space which means we are able to take a brand through channels of digital marketing and interactive advertising. This also allows us to keep up to date with all the latest marketing trends to ensure all campaigns are kept relevant and in the now. We understand consumer behavior and we are creative and strategic in our thinking. We are committed to giving you all the help we can to ensure your brand succeeds through its marketing. Although we are fairly new to the advertising business, we are up to date with current market trends and have the knowledge and experience to do the best for your brand.
- I will now move on to some of the basic problems and issues I believe are in the city of Hobart’s current campaign. The first is the fact that there is actually no current campaign for Hobart. Instead the city seems to only be advertised through attractions and events it hosts. Although this point does work for the marketing of Hobart, it can also be a problem. Yes this is gaining exposure to the city, however it may perhaps be even more beneficial for marketing to be done on the basis of the surroundings themselves. This will hopefully attract a wider target market, as opposed to targeting those who are only interested in the specific attraction or event- E.g. MONA has its own specific target market which may be only one segment of the market Hobart is trying to attract. Another is that there are no video adverts for Hobart that demonstrate the attractions and scenery it has on offer. I truly believe this is a major advantage for destination marketing, as it can take viewers on a visual journey through the destination they are interested in. For a city that is so rich in beautiful surroundings, I strongly believe that video adverts would benefit Hobart greatly. Adding to this problem is the fact that there is no single website for promoting the the city. Tourists cannot just find a webpage that highlights all that Hobart has to offer. Instead they must look at attraction or event sites which do not give any information on the city itself, just that that’s where the attraction or event is located. As I mentioned before, marketing through events and attractions is beneficial to Hobart, however it seems to be only a handful of tourism businesses that the city relies on for this exposure. MONA, Salamanca Markets, and Pennicott Wilderness Journeys all market heavily interstate as well as overseas and although this is a fantastic way to get the city’s name out there, we cannot keep replying on the same businesses to provide us with all of our consumers.
- Now, in terms of how to overcome these problems/ issues I have come up with some new/revised marketing strategies for you to consider. The first one is to continue to build festivals, landmarks, buildings etc. to help promote the city. We need to look at expanding those three businesses I previously mentioned to attract a wider target market and hopefully provide something for all market segments to enjoy. At the moment the city of Hobart is doing a great job with this, and already we are seeing more and more festivals and landmarks being developed to try and implement this strategy. Some examples of these are MONA festivals, such as MONA FOMA and dark mofo, as well as the re-development of Franklin Wharf, not to mention the numerous coffee shops and restaurants that keep popping up.
- The next strategy I propose is to work towards hosting more national/international events, such as sport, music & festivals. Already we have seen numbers for sporting events such as the AFL, cricket, and tennis continue to rise, which puts Hobart in a great position to land more large scale events such as these in the future. If we keep aiming to host such events then in time, it will happen and expand.
- I definitely think that creating video promotional material should be implemented and that it should be distributed on all social media platforms which brings me to my final strategy. We all know that technology is the way of the future and it is the quickest way to get mass viewings and mass exposure. As I said, videos can take potential consumers on a visual journey through the city and tap into those senses of sight and sound, which can help them to picture themselves in the surroundings.
- The two proposed communication tools I am recommending to achieve communications objectives are advertising and digital marketing. Advertising involves mass marketing communication through channels such as print and broadcast media, digital marketing communication and other general media such as billboards and in cinemas. For this proposal, broadcast media (television, internet videos) will be used, as well as digital marketing communications via an internet webpage and social media sites. Digital marketing includes our social media channels such as Facebook, Twitter, YouTube, Instagram etc., together with search engine advertising and organisation-sponsored websites. In many cases digital marketing is interactive, as the receivers of digital marketing communications are able to respond directly to the organisation that sent the marketing message. This is great when trying to build customer relationships, because even though all communication is online, consumers can contact you directly with any enquiries they may have.
- This brings me to the end of my presentation where I hope I have captured the essence of the city of Hobart. I truly believe that with the implementation of my new/revised strategies, Hobart will continue to thrive as a buzzing tourist destination and will continue to grow in the future. Thank you for giving me your time today to present my ideas to you. Myself, along with the rest of my team at Advertising.Co look forward to working together with you on this campaign.