Download Alton Towers - My Student Site

Business of Leisure Marketing
and Promotion
Presented By The Trade and Corporate
Sales Team
TASK
The slides below show Alton Towers marketing
strategy. Your task is to identify how the quantitative
and qualitative information is captured and used.
You may do this task as a presentation or report.
a) What different methods are used to collect each
type of information?
b) Why do they need to collect the information?
c) What is the information used for?
d) Identify ways they can improve the collection and
use of the information.
Market Research
• Market Research is a process that helps us to
identify who our customers are and what their needs
are.
• This allows us to understand ways to target these
audience types and allows us to identify ways in
which we can provide new or improved products and
services
• It also allows us to identify patterns in the ‘type’ of
guests that visit Alton Towers Resort and whether
they are likely to visit again in the future
This is known as “Intention to Visit”
Marketing
What is Marketing?
“The development of goods and services that meet
customers’ ever changing needs.”
For discussion today:
•
Marketing Research
•
Target Marketing
•
The Marketing Mix
Marketing and
Promotion
• Ensuring a sufficient number of guests visit
and ideally stay over
• Developing and communicating the product in line with our brand
vision.
• Ensuring that guests are aware of our total resort offering;
At the right time
Using the appropriate medium
Key messages
Alton Towers Resort
Market Research
• Types of Research
–
–
–
–
Database
PDA
CSQ
Touch Screens
• We target every car in
the car park with a
feedback questionnaire.
– This amounts to
approximately 1 in 4
guests, or around 500k
guests per year – the
response rate is around
10%
Market Research
• Results from our 2010 research
revealed:
• 28% of guests staying away from home
overnight stayed at one of the two Alton
Towers Resort Hotels
• 96% of guests were already aware of the Alton
Towers Resort Hotels before their arrival at the
Park
• 93% of guests would recommend Alton Towers
Resort to friend
Target Marketing
• Target Marketing is the development and
promotion of products & services that appeal to
a specific market segment.
• We target people on both their demographic and
their attitudes
– Age
– Gender
– Social group
– Ethnic origin
– Lifestyle
– Propensity to visit a theme park
Marketing Mix
The simple Marketing mix is made up of the 4 P’s
Product
Price
Promotion
Place
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
Marketing Mix: Product
The product covers both goods and services that we offer
Goods
– something that you can use or consume e.g. food and drink, photography,
merchandise
Services
– something that someone does for you e.g. the ride experience
A brand name sets goods/services apart from other products
Alton Towers Resort
Sharkbait Reef by SEA LIFE
Oblivion
TH13TEEN
Alton Towers Resort
Goods and Services
Marketing Mix: 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, we are able to 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
Marketing: Place
Alton Towers Resort works with specialist
agencies in order to develop a suitable campaign
strategy
Promotional techniques are ways that an
organisation communicates its product and
services to drive awareness and promote trial
ADVERTISING METHODS
TV, Radio, Press, Cinema, Outdoor
Digital – E-shot & on-line
Direct marketing – Door drop, Schools, Parent &
Toddlers & groups
Public relations (PR)
The Marketing Mix: Promotion
TH13TEEN promotional campaign
Digital media
• We identified five main social
media channels for use in the
campaign:
• Flickr –
• Alton Towers forums –
TV & Radio
• Twitter –
New TV Campaign with 2 different messages
• Facebook –
Blip verts
• YouTube –
Long running TV advert
Radio slots on targeted stations for our market
TV Campaign
Target 1:
Thrill Seekers
•Very different lifestyle to
families
•Reach them Mon-Thu
while they are planning
weekend activities
•High viewers of satellite
TV on channels such as E4
• Drip adverts on their
favourite channels and
shows
Target 2:
Up for it families
• Women
• With children 10-15
• Watch a broad variety of
shows
• Reach them in core shows
which they watch together,
such as Ant and Dec and
soaps
The Marketing Mix: Promotion
Sponsorship
• Although Alton Towers does not use sponsorship as a
promotional tool, other companies approach us to
sponsor our rides. Sponsorship can be used to:
• Create a corporate identity
• Improve a corporate image
• Launch a new product
• Enhance effectiveness of A&P
• Create merchandising
opportunities
The Marketing Mix: Promotion
• Sales Promotions
• Promotion techniques can be defined as:
• Immediate: where the reward is given to the customer at
the time of purchase e.g. discount coupon
• Delayed: where the reward requires further action on the
consumer’s behalf e.g. collect vouchers
• Alton Towers Resort uses two forms of promotion
Solus: builds brand awareness/association
Multi-brand: heavyweight overage to
drive volume through greater offering
The Marketing Mix: Promotion
• AIDA helps ensure that promotional
material grabs the attention of the customer
A
Attention (gets the attention of the customer)
I
Interest (keeps the interest of the customer)
D
Desire (creates a desire to want to do something)
A
Action (drives the customer to action)
The Marketing Mix: Place
• A unique, fantastical resort offering for people
of all ages
• Guests can reach Alton Towers Resort by a
range of methods
–
–
–
–
–
Car
Coach
Bus
Train
Ferry
Conclusion
• Market Research can be conducted in a variety of ways
to identify who our guests are and what they want
when they are here.
• Target Markets can be split by demographics and attitudes. This
helps us to offer relevant goods and services to the appropriate
audience through the correct communications mix.
• The marketing mix comprises of Product, Price, Promotion and
Place. By adapting our marketing mix, guests are more likely to visit
and more likely to return in the future.
• Promotion is the communication of a product or service to a
customer. A range of promotional techniques are available and a
mixture of these elements will make sales of product greater.