Hull City Marketing Communication - Research Paper Example

March 14, Hull Marketing_Communication The marketing communication document focuses on Hull s tourism activities The same document shows the different steps used to increase the number of Hull City tourists.2 The plan includes the cooperation of the members of Hull City. The members include the government leaders. The city has its own set of quality stores and service entities. The same city’s tourist attractions include hotels. The friendly and accommodating residents are part of the city’s attractions.3 Moreover, situational analysis espouses advertising the many tourist spots in Hull City to increase visitor arrivals. Currently, people who had not visited Hull City before are not aware of the city’s major tourist destinations. With strategic advertising, more people from California, New York, France, Germany, Las Vegas, Virginia, Scotland and Wales will shift to Hull City as the next travel destination4. Further, the objectives mentioned in the tourism marketing plan are realistic. One objective is to increase the travelers’ interest in Hull City’s tourist spots. Another objective is to increase the number of tourists returning to Hull City. A third objective is to create a cultural bond between the Hull City residents and the welcomed visitors5. Additionally, the marketing strategy is to create tourist-friendly Hull City environment. My market is well defined. The market is composed of tourists. The bulk of the tourists will come from England. Another group of tourists will come from nearby Wales. A third group of tourist will come from Scotland. The fourth group will include visitors arriving from other countries. Further, the marketing strategy includes advertising the benefits of visiting Hull City. The benefits include learning the rich historic culture of Hull City. Another strategy is the offering of reasonable prices for group visits. Consequently, offering discounts will persuade the prospective tourists schedule a trip to Hull City. To enhance the above marketing strategy, tourism surveys will be conducted among Hull City residents. The surveys will help show the residents’ preferred tourism spots. The survey results will be the basis for communicating with local tourist destination owners regarding offering discounts to increase tourist arrivals.6 Further, there are two marketing goals. One goal is to increase travel to Hull City’s tourist destinations. Another goal is to persuade the destination owners to contribute their share to the success of the tourism program. A third goal is to advertise the heroic deeds of Hull City’s historical figures, Hull City’s cultural heritage7. The last objective is to create a strong lasting bond between people of different communities. Furthermore, the tactics will ensure achieving the strategic goals. One of the tactics is advertising the benefits of visiting Hull City. The advertisements will be spread among the radio, television, newspaper and internet alternatives. By promoting the cultural heritage of the city’s tourist destinations and landmarks, there will be an increase in the number of Hull City tourists. Using the results of feasibility survey, promotion includes crafting a brochure that shows the location of the major Hull City tourist attractions, hotels, restaurants, transportation terminals, monuments, and shops. To enhance the above tactics, the data search will be conducted on Hull City’s crime statistics. The statistics will show the most number of crimes occurring in certain parts of the city. The gathered crime data will be used to reduce possible attacks s on the tourists. To reduce criminal attacks on tourists, locations where the crime rate is high will not be included in the Hull City brochure. Crime often discourages tourists from returning. Additionally, tactics will include personally observing whether certain tourist destinations offer quality service to the tourists8. For unworthy tourist destinations, the prospective tourism destination owners or managers will be persuaded to improve their services and facilities. Until they improve their services and facilities, their facilities and services will not be included in the tourism brochure. The advertisements will be distributed through radio, television, internet, and internet media alternatives. The advertisements will include a map of the approved tourist spots. In terms of action, contacting the managers of the tourism landmarks, restaurants, hotels and other places will lead to discount offers.9 In the same manner, the tourism sites will be convinced to offer discounts for travelers during off season months. The Hull City tourism brochures will include the phone numbers of the police department, hospitals, fire departments, City hall agencies, and the Hull City tourism office. The leaflets will include the names of Hull City’s major tourism destinations. The brochures will help new tourists locate their preferred establishments. The major tourism sites are grouped under major sectors. The shopping sector includes Prospect_Quay, Marks_&Spencer, Argos, and Trinity_Market. The places sector includes Marina, Trinity House, Museums Quarter, Queens_Gardens, and Charterhouse. The public buildings sector includes the central library, Island Wharf, Police Station, and the Guildhall. The transport sector includes the Bus Station, Shop Mobility, Paragon area, George Street Car Park, and the Osborne Car Park. The attractions sector includes the Ferens Art Gallery, Red Gallery, Arctic Cosair, Hull& East Riding museum, Maritime Museum, Hands on History, and Eich Gallery. The hotels Sector includes the Holiday Inn, Ibis, Comfort Friendly, Campanile, and Portland. The Monuments Section includes the Cenotaph, King William Statue, and Wilberforce Monument10. Additionally, the tourism brochure’s map will indicate the other sector landmarks11. The map will satisfy the tourists’ need to locate the nearest Hull City shopping center, hotel, the transport stating. The same map will point the time-constrained tourists to the location of the Wilberforce Museum, Street life Museum and other related places. The same map will include the phone numbers, addresses, and emails of each landmark or tourist destination. The visitors can call up the tourist destinations for further pricing, accommodation, and other travel details. The hotels, shopping centers, and other establishments are convinced to offer discounts to group tourists or tourists who inform the tourist sites that they used the Hull City advertisements as basis for visiting the preferred tourism destination within Hull City12. In terms of control13, the regular monitoring of the customers’ comments on the visited sites will be gathered. Regular tourism destination visits will confirm whether the visiting sites are classified as either popular destination or not so popular destination. The tourism sites will report the number of visitors within one month. Next, the review of the above monitoring results will be conducted. By comparing the actual number of tourist visits with the projected number of visits, a list will be drawn showing the popularity rank of each tourism destination. Likewise, the same listing confirms which tourism sites need more advertising time and efforts. The review will include the different customers’ comments on their experiences while visiting the different tourist destinations. By comparing the number of tourist arrivals prior to the launch of the Hull City advertising brochure and the number of monthly tourist arrivals after the launching of the same brochure, the findings will show whether the advertising of Hull City’s tourism sites actually increased the number of Hull City tourism visits. Using the above review statistics, the next advertising brochure will be effectively enhanced. The review’s indicating the most popular and least popular tourism destinations will be taken into consideration in the preparation of the next advertising brochure. The new marketing strategy will focus more on advertising the benefits of visiting sites marked as the four lowest tourist destination visits. The new marketing strategy will reduce focus on the top four popular tourist destinations. The logic of the revised marketing plan is simple. By increasing the promotion of the four least visited tourist sites, the number of overall Hull City tourism visits will increase. An increase in the number of visitors to lesser visited locations in Hull City will ensure Hull City’s overall tourism visit statistics will increase. Advertising the more popular tourist destinations will saturate the popular tourist sites. Tourists often shy away from crowded or saturated tourist destinations. Tourists will prefer locations where there are few visitors. Locations with fewer visitors offer more spacious and more comfortable tourism pleasure. With the increase in the visited tourism sites’ tourism visit, the same sites can afford to hire new employees. The employees can afford to buy the products and services of other Hull City companies or businesses. Consequently, the economy wheel of Hull City will start to favorably run faster. When this happens, more visiting sites will be established. The new visiting sites will cater to the tourism needs of the current and future Hull City tourists. Graph 1 Survey findings: Factors The above graph 1 shows the research findings. The research focuses on the 50 people living within the vicinity of Hull City. The respondents belonged to the 24 to 45 years age bracket. The respondents were not engaged in any arts activities or other events during the time of the current survey. The respondents were chosen because they are the easiest contactable survey respondent types. During the survey process, the respondents were informed that their privacy will not be divulged. In order to assure them of that their privacy will not be compromised, they were prohibited from indicating their names, address, and other personal information. In return, the respondents freely answered the survey questions. The survey respondents were picked because they complied with the survey requirements, in terms of age limits and residency within Hull City. Likewise, the survey respondents confirmed they were not interested in or joined any activity related to any art activities during the time of my survey14. Further, the same graph shows that more people surveyed preferred that the people living within Hull City are the best tourist attractions15. The friendly and very accommodating residents of the city will encourage the new and future tourists to return to the open welcoming arms of the friendly and understanding residents. Likewise, the survey results indicate that the people prefer to advertise the benefits of locating the nearest hotels in the city. The survey respondents opined tourists from New York, Alaska, Virginia, and even from Mexico are expected to rest overnight during their visits16. Consequently, the first thing they will ask is the hotel location and the price for each day’s bedroom stay. The same graph indicates the people from Hull City prefer to advertise the beautiful scenic tourism landmarks of Hull City. The landmarks include the monuments, the hotels, the shopping centers, and art galleries for the art enthusiasts. Similarly, the people from Hull City want to advertise the many attractions of the city. The attractions are expected to make the tourists feel comfortable. People with scarce funds will try to save on unnecessary purchases. Buying extra clothes from the shopping centers will only burden the tourists. The heavy purchases mean the tourists will have more bags to carry home. The graph also shows that the respondents had little interest in the transport sites. Since they will be riding buses or using cars, they will use the maps to locate the nearest location to find a taxi or hotel17. Table 1 Research findings The above table 1 shows the respondents’ preferences18. In terms of the people of hull factor, 47 out of the 50 chosen respondents replied yes. The remaining 3 individuals said no. In terms of the people of hull factor, 47 out of the 50 chosen respondents replied yes. The remaining 3 individuals said no. In terms of the hotels within Hull City factor, 49 out of the 50 chosen respondents replied yes. The remaining 1 person said no. In terms of the shopping destinations factor, 23 out of the 50 chosen respondents replied yes. The remaining 27 individuals gave a no answer. In terms of the places of hull factor, 45 out of the 50 chosen respondents replied yes. The other five individuals said no. In accordance with the attractions of hull factor, 48 out of the 50 chosen respondents replied yes. The remaining 2 individuals said no. In terms of the transport condition hull factor, 30 out of the 50 chosen respondents replied yes. The remaining 20 individuals gave their no answers19. Summarizing, the marketing communication document aims to increase Hull City tourism visits. The same document focuses on several areas. The areas include defining the goals, defining the strategy, defining the tactics, and situational analysis. The situational analysis focuses on the setting up of my objectives, strategy, tactics, and action plan. The action plan will focus on advertising the benefits of visiting the culturally beautiful sites. The advertising strategy will include a map. The map includes the phone numbers and emails of Hull City’s hotels, shopping malls, art galleries, monument administrators, and other tourist destinations. The survey’s graph affirms the people living within Hull City are the best tourist attractions. Evidently, the naturally friendly and very accommodating residents of the city will attract the new and future tourists to take advantage of the Hull City’s special culture-based tourist destination offers. References: Blick, Dee.The Ultimate Small Business Marketing Book. London: Filament Press, 2011. Hutt, Michael, Speh, Thomas. Business Marketing Management. London: Cengage Learning, 2013. Mappery, “Hull City”. Mappery. March 27, 2008, http://www.mappery.com/Hull-City-Centre -Map. 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