A tourism start-up is hoping to open a glow in the dark ping pong bar attraction near the Barclaycard arena in Birmingham city centre, but is unsure of its target market and promotional strategies. This research aims to identify the target market that would be interested in this attraction and explores effective promotional methods like social media, word of mouth, events and brochures. The research recommends promoting the attraction through UV light festival brochures and events to appeal to its target audience.

1. Research and
Findings
BHUMI DSEAI - 15082682

2.  A tourism start-up organisation has been identified, which is hoping to set
up a business in the Birmingham city centre near the Barclaycard arena,
but they are unsure what type of attraction to provide and whom their
target market should be.
Business Plan

3. AIM
 To investigate different ways that Glow in the dark Ping Pong
bar can be promoted in Birmingham city centre by which it
could attract tourists.

4. OBJECTIVE
 To understand what type of people are interested in glow in the dark ping pong bar
 To explore ways of promotional strategies
 Which promotion method would work for the target group identified
 Explore the promotional methods used by the competitors/similar attractions.
 To recommend the best type of promotion for suitable audience for glow in the dark
attraction

5. Rationale
 A tourism start-up organisation has been identified, which is hoping to set
up a business in the Birmingham city centre near the Barclaycard arena,
but they are unsure what type of attraction to provide and whom their
target market should be.
 ‘Promotion is one of the major tools used in marketing a
tourist product. It is the response of people involved in
promotion to devise methods of communication that will
make the greatest number of potential consumers aware
of their product’ (Dr. Jerome H, 2013)
 This research will benefit the organisation of which promotional strategy is
increasingly popular in Birmingham City Centre and by using the correct
form of promotional method, it would appeal to tourists to come and try out
the attraction.

6. AUTHOR DATE SOURCE WORD
OF
MOUTH
EWORD SOCIAL
MEDIA
CHARACTE
RISTICS OF
VISTIOR
TYPES
Selling Leaflets
Effective Planning for
e-business (Cathy Ace
1990 Book Sometimes users have
valuable suggestions
about how to make
your site cleaner and
more intuitive.
Social media has
become a huge
problem as a quick
google search is no
longer enough to catch
a potentially damaging
rumour or competitive
announcement.
Millennials
Good for children
Advertising and
Promotion (Belch
2002 Book Over 20s. The word
communication
implies this two way
process, whereas
promotion smacks just
the highlighting the
good bits.
The citizen journalists
post multimedia all
over the social media,
must now monitor to
see which of the 112
million blogs concern
brands.
Teenagers Promotion has been
defined as the
coordination of all
seller-initiated set up
channels of information
and persuasion in order
to sell goods or
promote an idea.
Effective way of
direct marketing as
well as interactive
way modern day
marketers use to
communicate with
their target market.
Strategies and
Techniques for
Maximizing Online
ROI
2010 Book Perceptions and
motivations can be
notoriously difficult to
pin down; voice of the
customer research is
an iterative process
whereby you form a
hypothesis about
customer’s
behaviours.
When you begin
requesting feedback
from your customers,
you may get some great
ideas for product
enhancements or new
valuable suggestions.
Sometimes brand
companies pay public
relations firms or
online reputation
management firms to
help getting the
message across.
18-35

7. AUTHOR DATE SOURCE WORD OF
MOUTH
EWORD SOCIAL
MEDIA
CHARACT
ERISTICS
OF
VISTIOR
TYPES
Selling Leaflets
Direct Marketing in
Practice
1980 Book The internet is only
one sales channel
and must be used in
concert with other
marketing mix
elements.
Teenagers who like
drinking
E-Marketing 2006 Book Understand how
products pull or
trigger others,
evaluating the
effects of marketing
campaigns on
response and sales.
Marketing managers
carefully consider
how to price the
same product for
sale in both print and
online editions.
Single Adults Online retailers face
distribution costs for
their products, which
must be shipped
separately rather
than retailors or
warehouses.
Advertising and
Promotions
2007 Book Direct marketing
succeeds because it
helps to eliminate
wastage by focusing
on the individuals or
segments.
Volvo marketers
know that more than
80% of its
customer’s shop
online.
Athletics Target marketing,
marketing a
particular product to
a specific customer
or group, cross
selling, marketing
new products.
Profiling and data
analysis is one of the
ways in which
wastage can be
identified.

8. Research
• Social
Media
• E-Word
• Word of
Mouth
• Selling
• Leaflets
This research was
conducted by
exploring
promotions used
by similar
attractions which
were based in
London.
According to Laura Forer, The average time spent daily on each of
five major social media platforms varies from one minute on Twitter
to forty minutes on YouTube, both of which add up to quite a bit over
a lifetime. (Marketing Profs, 2017)

9. Recommendations
 UV Light festival. Christmas brochures are available online is a great way of promotion.
Events was another theme identified, for recommendation UV
brochures would be ideal.

10. References
 Belch. (1990). Marketing. In: Joanne Dickinson Advertising and Promotion . 7th ed. London:
Time Warner UK. Pg. 23.
 Cathy Ace. (2002). Business and promotions. In: Kraig,M and Paranav,K Effective
Promotional planning for e-business. London: HarperCollins. Pg. 165
 Craig,P and Riley,W. (2006). Direct Marketing Tools. In: William,R E-Marketing. USA:
Indianapolis, Indiana. 59-61.
 McGraw,H. (2007). Developing Major Selling Ideas. In: Irwin,t Advertising and Promotions.
3rd ed. Singapore: Global Editions. 128-129.
 Mkenzie et al. (2010). Effective Campaigns. In: Sally, Y and James,H Strategies and
Techniques for Maximizing Online ROI. 4th ed. America: Pearsons Education. 78-79.
 Tom Altstiel. (2006). Effective Promotions. In: John F. Blair Advertising Strategy . 3rd ed. New
York: Cinnamon Press . Pg. 220
 Warren, H et al. (1980). Performance Marketing. In: Kate, A and Catheriene, T Direct
Marketing in Practice. 4th ed. Canada: wiley Publishing. 112-113.