Viejas Outlets Market Performance - Essay Example

?Viejas Outlets Viejas Outlets is a store that houses many of America’s famous brands. From apparel to accessories to footwear to home ware, they have a vast range of brands that the consumers absolutely love. What separates them from other stores though, is the number of other fun activities they have for their customers such as bowling, video games, ice skating, mini golf, a casino, a host of delicious food brands and a lot more! (viejas.com) However, in spite of all these activities, business was falling in Viejas outlets. People from all over who initially loved the place didn’t seem to like it anymore because of many reasons. Top among them was: 1. There was no variety in the stores 2. Some of the stores were not up to the mark for such a store and didn’t match up to the decor of the place 3. There wasn’t as much value for money in the outlet However, people did seem to enjoy all the activities at the outlet such as bowling, the casino, the video game section and so on. They also seemed to really appreciate the customer service at the outlet. So, all hope isn’t lost for Viejas Outlet. (yelp.com) Since the quality of products from the various stores in the outlet is really not something that the outlet can control, it makes more sense for the outlet to concentrate on flocking people to their stores by building up on their strength: the entertainment, and then giving people incentive to purchase from their stores. Once people have a good time and get incentive to purchase, they will. Following is a promotion strategy that will bring people to the store and help improve sales. A promotion strategy is the communication strategy of an agency defined, along with the tools that are to be used to spread the word. (Obringer) The Ultimate Gaming Champion This is a contest in which consumers will be invited to the outlet and can register to participate and be crowned the “Ultimate Gaming Champion”. For this, they will take part in various rounds of competitions that will be spread out over a few weeks and in which they will get an opportunity to participate in all the games that are present at the venue. Therefore, participants will go bowling, play video games, golf, ice skating, etc. and also shop since the prizes that they will receive will be vouchers that they can only redeem at the outlet. The event will be spread out over a time period of 8 to 12 weeks. All people who enter any of the entertainment zones such as the arcade, the casino, the ice rink, etc. will be given a booklet when they purchase their ticket. Then, at the end of their play, their points will be entered into their booklet and they may take it home. The next time they play, their points will be added again and so on. Whoever manages to collect the most points in each activity at the end of the time frame, will be given coupons worth $500 to shop at the outlet and the person who collects the most points in total will be declared the grand prize winner: The Ultimate Gaming Champion and could win $2500 worth of vouchers to shop at the Viejas. There can also be weekly prizes worth $100 for the top scorer of the week. Benefit of the activity: This activity will have many benefits if executed. First, it will get the attention of the consumer. Second, it will ensure customer return, repeatedly, if they are hooked to the game. Next, it will attract a crowd for some of the games and catch their interest. When this event is promoted, it will create a buzz for the Viejas Outlet and even if it just for the sake of the games, people will flock to the stores. Sales Promotion ideas for the event: Just randomly conducting the event for The Ultimate Gaming Champion on its own won’t do. It is essential to promote this event among all so that there is a response. While is it true that not everyone can be reached, it is essential to at least spread some awareness so people may show some interest in the event. Some sales promotion ideas that can be used are: (Allen) 1. A teaser campaign: To create come buzz about the event, there can be small below the line activities that can be conducted at the venue itself. For instance, people who play at any of the entertainment sections could be given a card with their ticket that says, “The Ultimate Gaming Champion. The search is on… Could it be you?” with an appropriate image of faceless champion. 2. Direct mailers: Direct mailers may end up in someone’s junk folder. But they may be read as well. It is a very sensible idea to use this medium since a) it doesn’t cost much, b) it doesn’t take up too much time and c) it has good recall. 3. Group SMS: People today are all connected with their cell phones. Sending out SMSes to them will ensure they are aware of such an event and will definitely reach out to the young masses since they are all constantly texting. 4. Merchandise: Make small give away items like key chains, caps, T-shirts and so on as merchandise for the Ultimate Gaming Champion. These can be given away to people as consolation prizes. It will ensure brand recall. Conclusion: By following the event and the promotional activities mentioned above, Viejas Outlets can be ensured of re-creating brand recall in the minds of their consumers. The consumers are aware of the place and many of them have been visiting it for a very long time. They have only felt recently that the charm of the place has been lost. Een in such times, it is essential to maintain at least a minimum market base. (management-hub.com) Hopefully, The Ultimate Gaming Champion is a way in which they can bring their charm back and ensure that their shoppers enjoy their shopping experience and also remember it for a long time. At such places, shopping isn’t just about the great deals, it’s also about the experience. REFERENCE: Allen, D, 10 Steps to Create a Successful Promotion, viewed on December 1, 2011 http://www.businessknowhow.com/marketing/scspromo.htm management-hub.com, Sales Promotion Methods and Ideas, viewed on December 1, 2011 http://www.management-hub.com/marketing-sales-promotions.html Obringer, LA, How Marketing Plans Work, viewed on December 1, 2011 http://money.howstuffworks.com/marketing-plan25.htm viejas.com, Value, Variety and Amazing Entertainment, viewed on December 1, 2011 http://viejas.com/voc/ yelp.com, Viejas Outlet Center, viewed on December 1, 2011 http://www.yelp.com/biz/viejas-outlet-center-alpine-2 Read More

 

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