Amusement Park Promotion - Essay Example

Amusement Park Promotion Creating own business involves careful consideration about each step of the future performance, beginning with formation ofthe idea in your mind and ending with its practical implementation. Even well-established and successfully functioning companies require constant monitoring and elaboration of methods that are aimed to improve enterprise’s name recognition and demand for its products. Principles of marketing, which operates in all spheres of entrepreneurship, help to bring together customers and sellers in the market for concluding deals, which have to be profitable for both sides.

Without promotion proposed goods and services may never reach consumers, because according to Britt, “Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does” (as cited in Huddle, 2011, p.2). In this respect, the work of marketing department plays one of the most important roles in the future performance of any company, influencing on its profitability and prosperity. To satisfy the requirements of leadership, concerning season ticket holders of amusement park, it is imperative to implement the most effective instruments of promotion policy that is directed to give customers full information about services and persuade potential consumers to purchase them.

Therefore the main goal of promotion is to raise demand for park’s services and convert occasional visitors to constant clients. Analyzing effectiveness and costs of all types of promotion, it is recommended to use advertising and sales promotion methods. First of all, it is important to influence on customers’ decision to choose amusement park with a help of flexible policy of discounts. It may be useful to reduce the price of season ticket such way that buying occasional ticket will be less economic for visitors.

Being provided with attractive price for season ticket, consumer may be stimulated to purchase it that consequently will increase number of attendances in the amusement park. Moreover, analyses of competitors’ price policies may give additional advantages in implementation of own discounts. In addition, it is recommended to ensure customers with one-time action. For example, to raise people’s awareness about the services of the company, it may dispense special coupons that give opportunity for visitors to buy only one ticket and get the second one for free.

During this action frequency of visits will increase that affects the demand level and price. The more people find out about amusement park, the more visitors may be motivated to become constant clients. Coupons should be printed in local magazines and sent to customers on e-mails. That will allow people to print and use them during period of action. Also in places of mass gathering that is near trade centers or educational institutions company may distribute flyers with full information about the action and its stipulations to increase popularity of mentioned amusement park.

For converting visitors to season ticket holders it is suggested to use instruments of methodic that is called AIDA. It is supposed to be implemented in four steps. The first one requires attraction of people’s attention to the services. With this aim it is suggested to use billboards and leaflets, telling about competitive prices for season tickets. Second step presupposes to rouse interest of visitors. This can be achieved with a help of mentioned action, which allows getting one additional ticket for gratis.

Third step is aimed to provoke a desire of people to become consumers. The initial task is to make semblance of the purchase and convince visitors in fact that they have already become season ticket holders. For instance, company may provide special season tickets that will let customers to visit amusement park for three times instead of one attendance. In this case, taking into account that pass for one occasion costs relatively 15 dollars, suggested ticket for three times should cost 30 dollars instead of 45 dollars, consequently, visitors will save extra money.

Moreover, buying one ticket for three attendances customers will be able to see advantages of such purchase, when they pay only once and may visit park without any payment later on. In this respect, suggested test tickets for several visits will reveal convenience and economy, due to which occasional visitors should be converted to season ticket holders. Also for motivating people to become constant visitors of the amusement park it is recommended to reward each season ticket holder with guaranteed present.

It can be inexpensive presents such as a cap or T-shirt. In addition, company may provide periodical drawing for only season ticket holders, with a help of which they are able to win free tickets for the next season. Such privilege may play significant role in making customers’ decision and forming demand for season tickets. Finally, successfully implemented three mentioned steps of AIDA will lead to the fourth one that means real purchase. Consequently, to achieve stated goal of the marketing department it is recommended to use flexible policy of prices and discounts, advertising methods, such as flyers, coupons, billboards, leaflets, e-mails, and recurrent actions that will let consumers to see all positive stipulations of buying season tickets.

References Ailawadi, K. L., Beauchamp, J. P., & Donthu, N. (2009). Communication and promotion decisions in retailing: A review and directions for future research. Journal of Retailing, 85(1), 42–55. Huddle, J. (2011). Speaking of. Cabarrus Business, 11(4), 2. Laaksonen, P. (1994). Consumer involvement: Concepts and research. New York, NY: Routledge.