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Service Marketing: Direct Marketing as a Strategic Tool - Case Study Example

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This paper aims to explore various direct marketing strategies that Indy organizers can use in order to increase attendance at the Indy event in Queensland. Two potent, cost-efficient direct marketing tools are explored in this paper for organizers to use: website and e-mail. …
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Service Marketing: Direct Marketing as a Strategic Tool
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Download file to see previous pages By employing direct marketing as a strategic tool, while its various tools being used to address tactical issues, the recommendations explore their viability in accomplishing the marketing objective of increasing attendance at the Indy event.
Utilizing direct marketing as an integrated marketing communications tool has to be strategic—it does not stand on its own, but part of the tools that a marketer needs to use in order to accomplish a certain marketing objective. For the case of Indy Australian, a marketing campaign starts with the marketing objective of increasing attendance at the Indy event in Queensland.
Over the years, the company has used public relations in the form of publicity (the event itself), while attracting the media. In order to leverage the effect of publicity, certain tactical decisions have to be assessed. One of these is logistics or the way the tickets are distributed. As it is mentioned in the case, the place where the ticket is bought, as well as accessibility is an important factor when people decide on attending the event (Batchik 2006). Aside from distribution, keeping a dialogue with its current attendees in order to ensure repeat purchase and future attendance is part of ensuring a dynamic communication channel between the event organizers and these attendees. Given these issues, direct marketing can be used in order to leverage the cost-effectiveness and efficiency of technology. According to the case, many people who attended the event are not from the Gold Coast. Some of these people even come from overseas. In order to make the tickets more accessible to these customers, it will be more convenient to them for the event organizers to set up an e-commerce website. The website will serve as a tool for direct marketing.    ...Download file to see next pagesRead More
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