Marketing and PR: budget - Essay Example

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Summary

It has established itself as a leading outdoor event, and the only “consumer show that covers the breadth of outdoor activities…

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Subject: Miscellaneous
Type: Essay
Level: Undergraduate
Pages: 4 (1000 words)
Downloads: 2
Author: qabshire

Extract of sample "Marketing and PR: budget"

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It will break down the barriers of elitism and the fear of trying out new activities. 1-B. TARGET MARKET: The market segments of the company are outdoor enthusiasts, gym members and family & non-active members. However the premium customers of AL Fresco are outdoor enthusiasts. Therefore, the key message is directed towards them. These targets will help the Al Fresco Show to establish and maintain its present market leadership position by consistently offering better experiences. Appropriate marketing initiatives must be used to achieve these targets. 2. Geographical expansion strategy via E-marketing: People from faraway places will be targeted on websites and global media.

The theme behind the E-marketing will be “spend your vacations with us” which will motivate them explore the new adventure. They will be provided with sponsored copies containing travel advice so that they can plan their vacations in UK and have a memorable trip with Al Fresco. 1. Brand leadership will be built via aspiration marketing of the specialist areas: the specialist areas of Al Fresco show are diving, canoeing climbing, and mountain biking. Cristiano Ronaldo will be used for marketing these sports.

In addition to this, outdoor enthusiasts can enjoy “world theatre” visitor experience where leading celebrities will share their experiences and achievements. 2. Customer intimacy via CRM and membership loyalty: Customer “database” will be developed to record the customer behaviour and experiences. Based on that record, regular customers will be given all the benefits and facilities so they can feel valued. Continuous communication and exclusive offers will be provided to ensure long term relationships.

1 Maintain strong bonds with existing partner via direct marketing: company will establish continuous communication with the partners. Event brochures will be sent via direct marketing to keep them update about all the new happenings and premium offers will be

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