Alton Towers Resort Business of Leisure MARKETING AND PROMOTIONS Target marketing • Target marketing is the development and promotion of products and services to appeal to specific market segments. • Alton Towers Resort use demographics and attitudes to target people: • Age • Gender • Social group • Ethnic origin • Lifestyle • Inclination to visit a theme park. Alton Towers Resort’s 2010 target markets Primary Target Audience - Thrill Seekers: • 16-24 year old adults • A diverse group – at one end doing their GCSE’s and the other making their ways into careers • Seeking escapism and fun thrills Alton Towers Resort’s 2010 Target Markets Secondary Target Audience – families: • Mixed age range • Seeking fun and quality family time Which target market? Nemesis Oblivion Charlie & The Chocolate Factory Sharkbait Reef Peugeot Driving School Runaway Mine Train Marketing mix The simple Marketing mix is made up of the four P’s: 1. Price 2. Place 3. Product 4. Promotion Marketing mix The marketing mix at Alton Towers Resort: • Product: Britain’s number one short break destination. • Price: Competitively priced for the available product, offering value for money options to suit all audience types. • Promotion: Communications mix including TV, radio, digital and press to maximise awareness and entice people to visit. • Place: A unique, accessible environment. Are there different prices for different groups? Suggest reasons for any variations in entry price. Are all audiences catered for? What is Alton Towers Resort’s pricing? How do their prices compare with those of their competitors? Are there any costs for additional facilities? How do these compare with those of others in the market? Price • Alton Towers Resort ensures that it is competitively priced and offers many value for money options to appeal across its target markets. • On occasion, they drive guests to visit the resort at quieter times of the year through price incentives and special offers. • Ticket types include: – – – – – – – – – Adult Child Under 4’s Senior citizens Disabled Family 4; Family 5 Groups of 10+ Annual pass 1 day / 2 day Place • Place includes all the activities involved in making the product available to consumers • For example… Place • …the attraction itself • …buying tickets through third party agents • …buying tickets on the telephone • …online booking Place • Location and access are important factors Place Good accessibility on the Park is also really important – this needs to cater for customers with special needs How does Alton Towers Resort’s ‘place’ impact on its success? • • • • • • • • When is it open? How would you plan your journey to the attraction? How easy is it to get there? Are there special facilities for people with special needs? Do you foresee any problems? Is there a better location? What other attractions are in the vicinity? Can you easily buy your tickets? Product • Product is the goods and services that are offered to its customers... Promotion Promotional technique Definition Advertising Displaying or broadcasting information about a particular product or service. You have to pay for the space you feature on. Can be carried out in a number of ways, including: television, radio, the internet and newspapers. Sales promotion Short-term tactical marketing tools which are used to achieve specific marketing objectives, for example money off vouchers, free gifts with purchase and competitions. Public relations Relies on persuading newspapers and publications to feature a product, attraction or service as part of its editorial content. One way this is achieved is by sending press releases to journalists. Personal selling Training staff to be more effective in making sales to people who approach the business for information and help. Promotion Definition Direct marketing Involves sending or giving promotional materials directly to customers either by post, over the telephone, email or door-to-door. Sponsorship When one organisation gives financial (or other) support to something in exchange for their name being associated with that product or event. Events Planned and organised occasion(s) to raise awareness of the product or service, or to drive visitors to purchase the product or service. Displays If attractive and eye-catching, these can be quite effective in creating interest and sales. These often feature at major leisure, travel or tourism exhibitions. Promotion Promotional techniques are ways that an organisation communicates its product and services to its target market. What an advert! • Can you list three adverts that you have seen or heard that have encouraged you to buy a product or service? • What do you feel makes these adverts successful? Promotion • Alton Towers uses a range of promotional tools: – TV, radio and cinema Play TH13TEEN advert: http://www.altontowers.com/thirteen/media/ Promotion • Alton Towers uses a range of promotional tools: – Press Promotion • Alton Towers uses a range of promotional tools: – Outdoor Promotion • Alton Towers uses a range of promotional tools: – Digital - E-shot & on-line Promotion • Alton Towers uses a range of promotional tools: – Direct marketing - Door drop, Schools, Parent & Toddlers groups Family DM Schools DM Promotion • Alton Towers uses a range of promotional tools: – Public relations (PR) and events Promotion • Alton Towers uses a range of promotional tools: – Sales promotion Promotion • Alton Towers uses a range of promotional tools: – Sponsorship AIDA Acronym used to describe the desired effects of marketing messages: – Attention: does it attract the attention of the customer? – Interest: are the benefits and advantages promoted to raise interest? – Desire: does it create desire by satisfying the customers’ wants and needs? – Action: does it lead customers to taking action or purchasing? Promotion Promotional portfolio • Develop a promotional portfolio for Alton Towers Resort. For example, you could: – Pick up leaflets at the attraction – Take photos of any posters you may spot – Cut out ads you may find – Print out any online offers you may discover • Your portfolio can act as a useful reference point for the different types of promotional techniques available.