The following presentation is one I developed as a class assignment for a recent marketing class. It is an examination of the Royal Caribbean International Cruise Line brand, including their pricing and promotional strategies. Each of the slides are accompanied with detailed speaker notes which help clarify the graphics.
Ad Presentation for Social Media PlatformQuentin Smith
The following presentation is a fictional social media promotional strategy for a recent marketing class. The content focuses on the Royal Caribbean International Cruise Line brand and introduces a celebrity spokesperson and a social media campaign. Each of the slides are accompanied with detailed speaker notes.
Segmentation, Targeting and Positioning in Tourism pptSriDevi Mohan
This is one of the marketing strategy for generating more profit in tourism industry, also this STP process is not only for tourism industry, it suits all
its about the tourism in marketing containing the features types importance of tourism marketing all over the world. its the basic and easy way to know about a tourism marketing and making a simple and easy presentation.
Ad Presentation for Social Media PlatformQuentin Smith
The following presentation is a fictional social media promotional strategy for a recent marketing class. The content focuses on the Royal Caribbean International Cruise Line brand and introduces a celebrity spokesperson and a social media campaign. Each of the slides are accompanied with detailed speaker notes.
Segmentation, Targeting and Positioning in Tourism pptSriDevi Mohan
This is one of the marketing strategy for generating more profit in tourism industry, also this STP process is not only for tourism industry, it suits all
its about the tourism in marketing containing the features types importance of tourism marketing all over the world. its the basic and easy way to know about a tourism marketing and making a simple and easy presentation.
BRAND PERSONALITY OF COIMBATORE: TOURISTS INSIGHTS AS A TOOL FOR DESTINATION ...IAEME Publication
Incredible India is the tagline adopted by the Indian nation to position itself in the
global tourism map while Enchanting Tamil Nadu is the result of the quest to draw
maximum tourists to the state. India is the master brand and Tamil Nadu is the sub
brand, additionally the Vision Tamil Nadu- 2023 has established the state’s tourism
sector as a major economy driver. Coimbatore the second largest city in Tamil Nadu
recognized for textiles, education and hospitals is a fastest growing tier –II city and
destination branding is an undisputable tool that will attract investments and visitors
to the district. The present study aims to identify the personality of Coimbatore using a
descriptive research design. The sample size considered for the study was 448 tourists
by way of non-probability sampling. The mean a descriptive statistics and the
mapping of the mean scores has helped to identify the personality of Coimbatore as
convivial.
In the 21st century, companies operate in an ever changing environment, so it is important to improve the elements of an organization's marketing mix. To start a business successfully and survive, you need to provide services that can meet the needs of consumers. It is important make decisions and actions related to the products provided, their price, place or distribution and promotion, people, processes and physical evidence. The elements of the 7p marketing mix are used to meet the needs of users, which consists of company variables. A marketing mix is a set of interconnected actions and solutions that allow to meet the needs of consumers and achieve the companys goals. Margarita Išoraite "7 P Marketing Mix Literature Review" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-6 , October 2021, URL: https://www.ijtsrd.com/papers/ijtsrd47665.pdf Paper URL : https://www.ijtsrd.com/management/marketing/47665/7-p-marketing-mix-literature-review/margarita-išoraite
The article analyzes the theoretical aspects of the marketing complex, the elements of the marketing complex, the elements of the marketing complex in financial institutions. In order to survive in the market, financial institutions need to expand the range of services, improve their quality and be attractive to customers, and optimize costs. It is necessary to harmonize and use the tools of the marketing complex and their solutions to achieve maximum profit. Financial institutions need to have a good command of all the tools of the marketing complex in order to achieve their goals. When designing the marketing complex of financial institutions, it is necessary to take into account that there is a connection between the individual instruments. Gediminas Dubauskas | Margarita IÅ¡oraite "Financial Services Organizations Marketing Mix" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-1 , December 2020, URL: https://www.ijtsrd.com/papers/ijtsrd38151.pdf Paper URL : https://www.ijtsrd.com/management/marketing-management/38151/financial-services-organizations-marketing-mix/gediminas-dubauskas
The Evolution of a Tourism Delivery System: Marketing Garden Clusters on Vanc...Ray Freeman
This paper proposes to support the development of an effective tourism delivery system with a focus on a marketing strategy, which leverages, enhances and delivers the identity of Hatley Park National Historic Site (HP NHS, n.d.a.) to desired tourism market niche consumers. Through collaboration of competitive and complementary businesses and organizations including Hatley Park, the Vancouver Island regional cluster of gardens and supporting businesses form a single tourism product, “The Garden Trail” to market globally. Using cluster theory as a framework (Porter, 1998), this paper examines the collaborative structure, processes and success factors of garden clusters on Vancouver Island conducive to globally marketing competitive tourism products.
Contents lists available at ScienceDirectJournal of Busine.docxdickonsondorris
Contents lists available at ScienceDirect
Journal of Business Research
journal homepage: www.elsevier.com/locate/jbusres
Effective entrepreneurial marketing on Facebook – A longitudinal study
Matthias Finka,b,⁎, Monika Kollerc, Johannes Gartnerd, Arne Flohe,f, Rainer Harmsg
a IFI Institute for Innovation Management, Johannes Kepler University Linz, Altenbergerstrasse 69, 4040 Linz, Austria
bAnglia Ruskin University, East Road, Cambridge, UK
c Institute for Marketing & Consumer Research, WU Vienna University of Economics and Business, Welthandelsplatz 1, 1020 Vienna, Austria
d Department of Management Studies, Aalto University, School of Business, Lapuankatu 2, FI-00076 Helsinki, Finland
e Department of Marketing and Retail Management, University of Surrey, Guildford, Surrey GU2 7XH, UK
f Institute for Marketing, Johannes Kepler University Linz, Altenbergerstrasse 69, 4040 Linz, Austria
gUniversity of Twente, Entrepreneurship, Strategy & Innovation Management, Drienerlolaan 5, 7522, NB, Enschede, the Netherlands
A R T I C L E I N F O
Keywords:
Entrepreneurial marketing
Social media
Community-based marketing
Celebrity endorser credibility
Influencer marketing
Longitudinal study
A B S T R A C T
Social media offers a myriad of opportunities for entrepreneurial marketing strategies that leverage the power of
communities, especially when they are combined with traditional approaches such as celebrity endorsement.
The reach, frequency, and speed of communication on social media offer the ideal leverage for the drivers of
entrepreneurial marketing. However, the rapid rate of change may threaten the effects of investments in en-
trepreneurial marketing on social media and they might become only short-lived. Employing structural equation
modeling, we test the long-term effect of Facebook-based celebrity endorsement on purchase intention among
234 members of a Facebook fan community in a two-wave longitudinal design. We argue that this relationship is
mediated by a sponsor's brand image and moderated by brand differentiation. This study is the first to investigate
the long-term effects of entrepreneurial marketing on social media. We present the contributions and implica-
tions of our findings as they affect research and practice.
1. Introduction
Entrepreneurial marketing is a practice and field of research that
has developed rapidly over the last three decades (Hills & Hultman,
2011; Hills, Hultman, & Miles, 2008; Kilenthong, Hultman, & Hills,
2016) It leverages the new logic of social media and has the potential to
disruptively innovate consumer communication in the emerging digital
economy. Facebook communities where individuals self-select into
communities concerned with specific themes, such as entertainment
and sports celebrities, offer an attractive marketing option for growing
numbers of firms (Hennig-Thurau et al., 2010). Sports celebrity en-
dorsement is one of the oldest marketing strategies for enhancing the
image of a brand and heig.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
#abandonement
#checkout
#email
#course
#conversion
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
BRAND PERSONALITY OF COIMBATORE: TOURISTS INSIGHTS AS A TOOL FOR DESTINATION ...IAEME Publication
Incredible India is the tagline adopted by the Indian nation to position itself in the
global tourism map while Enchanting Tamil Nadu is the result of the quest to draw
maximum tourists to the state. India is the master brand and Tamil Nadu is the sub
brand, additionally the Vision Tamil Nadu- 2023 has established the state’s tourism
sector as a major economy driver. Coimbatore the second largest city in Tamil Nadu
recognized for textiles, education and hospitals is a fastest growing tier –II city and
destination branding is an undisputable tool that will attract investments and visitors
to the district. The present study aims to identify the personality of Coimbatore using a
descriptive research design. The sample size considered for the study was 448 tourists
by way of non-probability sampling. The mean a descriptive statistics and the
mapping of the mean scores has helped to identify the personality of Coimbatore as
convivial.
In the 21st century, companies operate in an ever changing environment, so it is important to improve the elements of an organization's marketing mix. To start a business successfully and survive, you need to provide services that can meet the needs of consumers. It is important make decisions and actions related to the products provided, their price, place or distribution and promotion, people, processes and physical evidence. The elements of the 7p marketing mix are used to meet the needs of users, which consists of company variables. A marketing mix is a set of interconnected actions and solutions that allow to meet the needs of consumers and achieve the companys goals. Margarita Išoraite "7 P Marketing Mix Literature Review" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-6 , October 2021, URL: https://www.ijtsrd.com/papers/ijtsrd47665.pdf Paper URL : https://www.ijtsrd.com/management/marketing/47665/7-p-marketing-mix-literature-review/margarita-išoraite
The article analyzes the theoretical aspects of the marketing complex, the elements of the marketing complex, the elements of the marketing complex in financial institutions. In order to survive in the market, financial institutions need to expand the range of services, improve their quality and be attractive to customers, and optimize costs. It is necessary to harmonize and use the tools of the marketing complex and their solutions to achieve maximum profit. Financial institutions need to have a good command of all the tools of the marketing complex in order to achieve their goals. When designing the marketing complex of financial institutions, it is necessary to take into account that there is a connection between the individual instruments. Gediminas Dubauskas | Margarita IÅ¡oraite "Financial Services Organizations Marketing Mix" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-1 , December 2020, URL: https://www.ijtsrd.com/papers/ijtsrd38151.pdf Paper URL : https://www.ijtsrd.com/management/marketing-management/38151/financial-services-organizations-marketing-mix/gediminas-dubauskas
The Evolution of a Tourism Delivery System: Marketing Garden Clusters on Vanc...Ray Freeman
This paper proposes to support the development of an effective tourism delivery system with a focus on a marketing strategy, which leverages, enhances and delivers the identity of Hatley Park National Historic Site (HP NHS, n.d.a.) to desired tourism market niche consumers. Through collaboration of competitive and complementary businesses and organizations including Hatley Park, the Vancouver Island regional cluster of gardens and supporting businesses form a single tourism product, “The Garden Trail” to market globally. Using cluster theory as a framework (Porter, 1998), this paper examines the collaborative structure, processes and success factors of garden clusters on Vancouver Island conducive to globally marketing competitive tourism products.
Contents lists available at ScienceDirectJournal of Busine.docxdickonsondorris
Contents lists available at ScienceDirect
Journal of Business Research
journal homepage: www.elsevier.com/locate/jbusres
Effective entrepreneurial marketing on Facebook – A longitudinal study
Matthias Finka,b,⁎, Monika Kollerc, Johannes Gartnerd, Arne Flohe,f, Rainer Harmsg
a IFI Institute for Innovation Management, Johannes Kepler University Linz, Altenbergerstrasse 69, 4040 Linz, Austria
bAnglia Ruskin University, East Road, Cambridge, UK
c Institute for Marketing & Consumer Research, WU Vienna University of Economics and Business, Welthandelsplatz 1, 1020 Vienna, Austria
d Department of Management Studies, Aalto University, School of Business, Lapuankatu 2, FI-00076 Helsinki, Finland
e Department of Marketing and Retail Management, University of Surrey, Guildford, Surrey GU2 7XH, UK
f Institute for Marketing, Johannes Kepler University Linz, Altenbergerstrasse 69, 4040 Linz, Austria
gUniversity of Twente, Entrepreneurship, Strategy & Innovation Management, Drienerlolaan 5, 7522, NB, Enschede, the Netherlands
A R T I C L E I N F O
Keywords:
Entrepreneurial marketing
Social media
Community-based marketing
Celebrity endorser credibility
Influencer marketing
Longitudinal study
A B S T R A C T
Social media offers a myriad of opportunities for entrepreneurial marketing strategies that leverage the power of
communities, especially when they are combined with traditional approaches such as celebrity endorsement.
The reach, frequency, and speed of communication on social media offer the ideal leverage for the drivers of
entrepreneurial marketing. However, the rapid rate of change may threaten the effects of investments in en-
trepreneurial marketing on social media and they might become only short-lived. Employing structural equation
modeling, we test the long-term effect of Facebook-based celebrity endorsement on purchase intention among
234 members of a Facebook fan community in a two-wave longitudinal design. We argue that this relationship is
mediated by a sponsor's brand image and moderated by brand differentiation. This study is the first to investigate
the long-term effects of entrepreneurial marketing on social media. We present the contributions and implica-
tions of our findings as they affect research and practice.
1. Introduction
Entrepreneurial marketing is a practice and field of research that
has developed rapidly over the last three decades (Hills & Hultman,
2011; Hills, Hultman, & Miles, 2008; Kilenthong, Hultman, & Hills,
2016) It leverages the new logic of social media and has the potential to
disruptively innovate consumer communication in the emerging digital
economy. Facebook communities where individuals self-select into
communities concerned with specific themes, such as entertainment
and sports celebrities, offer an attractive marketing option for growing
numbers of firms (Hennig-Thurau et al., 2010). Sports celebrity en-
dorsement is one of the oldest marketing strategies for enhancing the
image of a brand and heig.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
#abandonement
#checkout
#email
#course
#conversion
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
11. References
Ciriković, E. (2014). Marketing Mix in Tourism. Academic Journal of Interdisciplinary Studies, 3(2), 111-115. doi:10.5901/ajis.2014.v3n2p111
Conrad, A. (2017). Understanding the Marketing Mix: The 4P’s of Marketing. Retrieved from https://blog.capterra.com/understanding-the-marketing-
mix-the-4-ps-of-marketing/
Cortiñas, F. (2018). Internal Factors Affecting Price Definition. Retrieved from https://www.coursera.org/lecture/marketing-mix/internal-factors-
affecting-price-definition-77zLi
Hattangadi, V. (2014). 4 Ps of Tourism Industry. Retrieved from http://drvidyahattangadi.com/4-ps-of-tourism-industry/
Keller, K. (2013). Strategic Brand Management: building, measuring, and managing brand equity (4th ed). Boston, MA: Pearson Publishing
M. T. (2016). The 4Ps of Marketing Decoded. Retrieved from https://www.workzone.com/blog/the-4ps-of-marketing/
Ozer and Phillips. (2012). Pricing in the Cruise Line Industry. The Oxford Handbook of Pricing Management, 199-216.
Tanner, J. and Raymond, M. A. (2018). Principles of Marketing (Vol. 3). [E-reader version]. Boston, MA. Boston Academic Publishing, Inc.
Editor's Notes
Pricing and Promotional Strategies
Quentin Smith
Introduction
Tourism is an intricate industry involving several stakeholders including governments, hospitality companies, transportation organizations, local citizens, and traveling consumers; all of which contribute to the industry’s growth and decline (Hattangadi, 2014). Like hotels, cruises are a component of the tourism industry, and its surge in popularity connects to the increase in tourism amongst Millennials and Generation X’ers. Ciriković (2014) says the expansion of tourism is forcing relatable organizations to find new methods in achieving their competitive advantage and promoting it. Marketing is serving in a vital role in the evolution of the tourism industry, in turn enhancing the value cruise lines offer.
Royal Caribbean International (RCI) is the brand of the world’s largest cruise ship, Symphony of the Seas. In addition to the Symphony of the Seas, there are 25 additional ships in the RCI fleet. The company sails throughout the world, taking their guests to some of the most beautiful and appealing destinations, including Alaska, Australia, and New Zealand, the Panama Canal, and of course the Caribbean. While the brand has become well-known for their ships and destinations, the onboard activities are where the brand truly sets itself apart from the competitors. Those activities include wine tasting, ice skating, zip lining, theatre shows, spa services, youth programs, a skydiving simulator, and culinary classes. RCI’s position in the cruise market share, second to Carnival Cruise Line, can be contributed to its marketing mix – the four Ps.
The Four Ps
RCI’s marketing mix utilizes the brand’s four Ps as the foundation for its strategy and tactics in effectively reaching their target market. Each of these components has a vital role in the success of a brand, yet none of them can work independently. They must all work together for victory to be feasible. The four Ps consist of product, promotion, place, and price.
The product is either a tangible good or an intangible service which fulfills a need or desire of a consumer. RCI’s product includes a ticket allow entry onto a specific cruise ship, as well as the services that come with being an RCI cruiser.
Promotion is the various methods of bringing awareness to the product and the tactics in persuading the consumers to purchase the brand’s product. Print advertisement, TV media, social media, out-of-home, sponsorships, and partnerships are just a few mediums RCI employs.
The place is the distribution channels of the product – where the purchasing of the product occurs. The organization’s website, travel agents, secondary booking websites are all “places” where consumers can purchase an RCI cruise ticket.
Price is the amount paid by the consumer for the product. Marketers strategically set the price point to elicit a particular image of the product in the minds of the consumers. RCI makes use of several pricing strategies in providing their product to consumers.
Each of the four Ps is important to the growth of a brand’s equity. Together, the items within the marketing mix create value in the minds of the consumer, ensures the perceived value translate into actual returns, provides accessibility of the offering, and helps the brand be relatable to the consumers (M, 2016). A great deal more can be said about each one, but promotion and price and how RCI profits by them will be the focus of this presentation.
Price
As mentioned, the price is what consumers pay for the product or service. This element of the four Ps is the most difficult to establish and is the most important. Ciriković, (2014) explains prices higher than the perceived value of the product can result in a decline in sales, whereas a low price point can minimize profits and diminish the brand’s image. Therefore, RCI must be strategic in how it sets the price point – it is crucial in persuading their consumers to purchase a ticket onto one of their cruise ships. Also, it is an essential way of establishing the brand’s product position.
There are numerous factors, internal and external, affecting the establishment of RCI’s price. Cortiñas (2018) explains internal factors include the marketing objectives of the company, organizational constraints, the brand’s marketing mix, and cost structure of the company. External factors influencing the definition of prices include the cost of materials and production, competitor pricing, market fluctuations, the degree of elasticity, plus supply and demand. The challenge becomes establishing a price that is appealing to the target market while still being profitable for the organization (Conrad, 2017). Overcoming these factors to determine a strong price point takes innovation, creativity, and experimentation. It’s crucial for RCI to understand how the price influences consumer's perception of the brand and how it relates to the competition. Also, it is critical for establishing and maintaining the brand’s image by accurately creating pricing strategies to ensure they are competitively priced.
Pricing Tiers
Ahead of adjusting their pricing strategy, RCI must understand what the audience’s perception is of the brand and how it relates to the established price point. Consumers, subconsciously, rank a brand’s perceived quality according to their price (Keller, 2013). Typically, cruisers are willing to pay a higher cost when they recognize a dominant value in the product. That perception comes from the positioning cruise line employs.
RCI’s primary competitors are those surrounding it on the graph; Princess Cruises, Celebrity Cruises, MSC Cruises, Norwegian Cruise Line, Holland America Line, and Carnival Cruise Line. For the most part, it, the pricing tier graph shows the higher the cost of a cruise the higher the image perception of the said cruise line. While Carnival Cruise Line’s perceived image is lower than RCI, it has a greater share of the market primarily due to its lower cost. RCI and each of its competitors have similar price points and are relatively the same in image perception – creating an urgency to differentiate the RCI brand from others. Furthermore, consumers see the RCI brand as “Contemporary.” Consumers identify “Contemporary” cruise companies as those with fares, schedules, and itineraries that are perfect for younger adults and families. RCI takes By understanding how their pricing affects the perceived image, RCI can make necessary adjustments to their pricing strategies better aligning their price with the image they want their audience to have of their brand.
Pricing Strategies
Pricing strategies employed by cruise lines have gone under a tremendous amount of transformation over the years. Ozer & Phillips (2012) explains in the 1970s cruise companies published their prices and there was no fluctuation during the booking period. In the 1980s, Ozer & Phillips (2012) says prices became more complex than previous years, and in the 1990s the costs transitioned to more of a dynamic system with an initial base rate and prices adjusting for each cruise. Until recently, RCI allowed and encouraged last minute cruise purchases to fill empty cabins knowing the amount of lost revenue that comes with empty staterooms. This strategy punished those who invested in the RCI brand early and rewarded those who did not – the consumer’s perception of the brand reflected it as much. Now, they are making a statement by not dropping their prices as the departure date nears. Price integrity is serving a vital role in strengthening RCI’s consumer relations and in turn growing the brand’s equity.
The organization RCI primarily employs two pricing strategies; promotional pricing and optional product pricing, for the customer’s initial purchase. Secondarily, RCI utilizes captive product pricing for onboard activities, products, and amenities. It’s essential to use pricing strategies to maximize profits while stressing the brand’s value in promoting the product.
Keller (2013) states an organization’s pricing strategy controls how consumers identify the pricing, the flexibility of the price, based on the discounts the brand offers. RCI’s use of the promotional pricing strategy is evident in the multiple applications of sales, discounts, and bonus savings. The brand website consistently is offering deals such as 50 percent off second guest cruise ticket, receive up to three hundred dollars to spend on the cruise ship, 30 percent off everything during Black Friday, and kids sail free. This pricing strategy typically is a short-term tactic to encourage new or inconsistent cruisers to purchase with the brand. RCI has sales on a regular basis continually utilizing the promotional pricing strategy to incentivizing passengers to book with RCI over competing for cruise lines throughout the year.
The other primary pricing strategy RCI employs is optional product pricing. The utilization of this strategy is evident in the pricing structure for the various staterooms on each of RCI’s cruise ships. Keller (2013, p. 169, para.3) is quoted as saying “different consumers may have different value perceptions and therefore could—and most likely should—receive different prices. Price segmentation sets and adjusts prices for appropriate market segments.” Similar to how Redbox offers regular DVDs at one dollar per day, Blue-ray movies at $1.50 per day, and video games for two dollars per day, RCI offers a tiered pricing system for their staterooms; interior, outside view, balcony, junior suite, family suite, and presidential suite.
The organization understands how the presentation of the price influences their customer's perception. Therefore, the brand's website shows prices per day rather than the entire amount for the duration of the cruise. A five-night Western Caribbean cruise costing $219 per day sounds more affordable than $1,095. By breaking the cost down into smaller units, more expensive products can appear to be less expensive, resulting in more sales (Keller, 2013). Regardless of which pricing strategy RCI utilizes, they are working to match the maximum price consumers are willing to pay with the perceived value of the RCI product – value-based pricing.
No different than any other differentiator, pricing has an impact on RCI’s brand equity because the established price is a source of meaning and identity. A strong pricing strategy will have a positive effect on RCI’s brand, whereas a weak plan will have the opposite effect. RCI’s usage of the promotional pricing and optional product pricing strategies are having a positive impact on the brand as seen in continued growth over the past several years.
Promotion
Promotion is the most visible of the four Ps. It is how the organization brings awareness to the brand and its offering by supporting the placement of the product, pricing strategy, as well as the product’s image and positioning in the marketplace. Ciriković (2014) states the goal of the promotional mix is to establish a positive product image in the minds of the consumers persuading them to choose the product over the competition. To be successful in promoting the RCI product, marketers must provide the right information at the right time using the most appropriate media to reach and persuade the target market. This combination of mediums includes social media, online and mobile marketing, advertising, personal selling, direct marketing, sales promotions, sponsorships, partnerships, and public relations. Typically, a successful promotional campaign consists of multiple components reaching the consumer from all directions. RCI has recently switched their path primarily towards social media and online with support from tv and print media, as well as sponsorships and partnerships. Also, they rely on personal selling through the RCI sales team, and RCI approved travel agents.
Marketers utilize different mediums to communicate the marketing message to the consumer in ways that will be most relevant to them. However, it is up to the marketers to determine what method will reach the audience by avoiding as many distractions as possible. In addition to the noise surround consumers, Tanner and Raymond (2018) explain numerous factors can influence the selection of communication methods.
Target market characteristics
Product life cycle stage
Available budget
Consumer behavior
Type of offering
Laws and regulations
Media preference
Push versus pull strategy
Competitors
Availability of media
There are numerous advantages in implementing a strong multi-component promotional mix. Advertising is tremendous in building awareness and is effective at reaching a wide audience. Social media allows for a highly interactive consumer and brand relationship, as well as the ability for instant wide-spread information sharing. Sales promotions can stimulate sales quickly by providing targeted incentives for specific products. Sponsorships and partnerships leverage the other brand’s equity. There is no use in having a good product if consumers are not aware of it. Therefore, the promotional mix brings a critical need in ensuring RCI’s marketing mix is effective.
Primary Promotional Methods
RCI chose to restructure their promotional mix recently to focus more on social media and online mediums. The decision to make this transformation is due to the organization’s decision to change their target market to primarily focus on Millennials, whose primary form of communication is through online means. These include six social networks; Facebook, Twitter, YouTube, Tumblr, Pinterest, Instagram; blog, brand website, email, and secondary booking websites. Each of these pieces contributes to the promotional mix in their unique way.
Social media allows for an intimate connection between the brand and consumers, bringing the audience into the brand conversation and utilizing them to improve the brand. The brand showcases the ships, destinations, and onboard activities through video and photos with their Facebook, Twitter, and Instagram followers. RCI encourages their fans to interact with the brand, share opinions and experiences with the crew and other cruisers. On their YouTube channel, a person watches a variety of videos giving them a glimpse of what it’s like to be an RCI cruiser. Ciriković (2014) explains nurturing public relations through social networking enriches the brand image and indirectly influences the product’s favorable positioning amongst the audience. By utilizing social media, RCI establishes a public voice and web presence, complimenting other communication methods (Keller, 2013). Also, social media helps the organization in controlling the perception of their brand.
RCI’s website has customer booking capabilities, including a virtual tour of a selected cruise ship, enabling consumers to assess the quality and service levels, without leaving their homes. A great deal of cruise related information is shared within the website, allowing the user to learn as much or as little as they like to help them in making cruise associated decisions. Also, to assist customers with multiple ways to contact the company is available on the website. Keller (2013) explains the design of a site is crucial; it can provide a positive or a negative experience. If the customer struggles with the usability of the website, there is a high probability of them choosing a different cruise line – one with an easier to use the site. RCI’s website is nicely organized, easy to use, and full of useful content.
Most importantly, users can search and book cruises directly through the brand website. Also, the home page consistently advertises the current promotional sale and provides a clear and simple call to action button to take advantage of the promotion. Not only are websites a tremendous asset to promote a brand’s product, but they can also collect valuable consumer data that are usable for other promotional means such as e-mails.
An additional online promotional method includes the brand’s blog where they are regularly informing the audience about new services, ships, and experiences, as well as travel trends and tips. RCI utilizes secondary booking websites, such as Expedia and Priceline, to increase sales and banner ads across strategically targeted sites to raise awareness. Furthermore, the organization takes advantage of their loyalty program, Crown and Anchor Society, to stay in contact with their more seasoned cruisers – regularly emailing relevant information and promotional sales encourage the cruisers to add more points to their membership with another RCI cruise.
Secondary Promotional Methods
Following social media and online means, RCI promotes their offering through a range of methods including tv commercials, print ads, sponsorships, partnerships, press releases, RCI sales team, and RCI approved travel agents. Each of these connects with the target audience uniquely, yet some have a more significant impact than others.
RCI has recently launched a new advertising campaign, “Come Seek” in which the brand is working to align the consumer’s perceived image with what the brand desires the image to be in the minds of the audience. Publications bring credibility to the advertising brands.
In support of the new campaign, RCI has been running commercials on primetime television. TV advertising provides high coverage and impact, but production costs are high, and viewership is declining.
RCI is a sponsor of the consumer-focused FAN2SEA Cruise event focusing some of the most crowd-pleasing pop icons. Also, the organization sponsors Cruise World, a business to business event that brings together travel professionals and supply partners. This component within the promotional mix provides a unique communication opportunity for the brand. Keller (2013) says by a brand becoming a part of a particular moment in a consumer’s life; they will develop a deep connection that will broaden outside of the event.
The organization has may the calculated decision to partner with certain brands that will help each company grow their respective brand’s equity. Keller (2013) explains by linking one organization to another in the form of a partnership consumers will assume that a portion of one brand’s image and position may also be valid for the other. RCI is the official cruise line of the New York Knicks and Rangers. The brand is amid a partnership with the World Wildlife Fund to help conserve the oceans. RCI has teamed up with Universal Orland Resort for an exclusive vacation package for RCI cruisers only. Also, the organization has partnered with VISA to provide RCI branded credit cards that give the owner points for every dollar spent, going towards the redemption of a future cruise purchase.
Additional components within the promotional mix include a new virtual reality experience in China and 230 “live billboards” in New York City streaming live video from RCI cruise ships. Both methods are to give consumers a glimpse of what it is like to be an RCI cruiser.
The key to finding success with a brand’s promotional mix is the right balance of promotional methods. Hattangadi (2014) says an excellent promotional mix consists of personal selling, print and television advertisements, and digital media. The right balance is not the same for all organizations, it different based on the brand’s image, position, goals, and target audience. Regardless of the mix of elements, it is crucial for the items to present a consistent message with coherent visuals.
Conclusion
Taking advantage of cruising’s increase in popularity, RCI is using their four Ps to offer consumers an adventurous and entertaining atmosphere at a comfortable price for middle-income households. Understanding that customers who have a high-value perception of their brand are willing to pay more for additional value, but are confined to a strict budget supports RCI’s promotional pricing and optional product pricing strategies. Sharing the value in these options and the competitive advantage of the cruise line, RCI is promoting the brand through multiple methods, primarily online and through social media. Along with the product and place, RCI has the right balance of the four Ps – vital to the development of a compelling marketing mix leading RCI to success. The integration of the four Ps ensures RCI’s product is visible, in-demand, promoted through the appropriate channels, readily available, and competitively priced (Conrad, 2017). Through each of these, RCI is growing its brand equity. It is vital to continue to strengthen the brand, RCI marketers must regularly revisits each of their four Ps to ensure they effectively support the brand’s image and positioning.
References
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Conrad, A. (2017). Understanding the Marketing Mix: The 4P’s of Marketing. Retrieved from https://blog.capterra.com/understanding-the-marketing-mix-the-4-ps-of-marketing/
Cortiñas, F. (2018). Internal Factors Affecting Price Definition. Retrieved from https://www.coursera.org/lecture/marketing-mix/internal-factors-affecting-price-definition-77zLi
Hattangadi, V. (2014). 4 Ps of Tourism Industry. Retrieved from http://drvidyahattangadi.com/4-ps-of-tourism-industry/
Keller, K. (2013). Strategic Brand Management: building, measuring, and managing brand equity (4th ed). Boston, MA: Pearson Publishing
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Tanner, J. and Raymond, M. A. (2018). Principles of Marketing (Vol. 3). [E-reader version]. Boston, MA. Boston Academic Publishing, Inc.