Customer Care - Marketing Strategies

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Marketing Campaign

  • comprehensive course of action
    • the marketing campaign lifecycle
  • include market analysis
    • review the market
      • positives and negatives
  • thought out, researched, requires planning
    • current trends
    • position in the marketplace
  • fully understand the company's or product's position in the marketplace
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Marketing Campaign Lifecycle

  • select product
  • select target
  • select message
  • select medium
    • advertising
    • social media, leaflets
  • invest and execute
  • measure
    • effectiveness
    • must make money from advert, including paying cost
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Aim of Marketing

  • increase customer awareness of an issue they are trying to fight with their product
    • lessen impact of bad news
  • increase user engagement
  • increase sales of a particular product and within the entire business
    • boost revenue
    • increase marketshare
  • promote/launch a new product or service
  • find out what people want
    • get customer/consumer feedback
  • improve awareness of the business
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What is a marketing plan?

  • A comprehensive document that outlines what we are going to do for a marketing effort
  • outlines how the company will implement the marketing strategy
    • make recommendations
      • show ambassador animal
      • sign posts
      • posters near high traffic areas
      • seem friendly with customers
        • regular social media posts
        • website + online store (10% off tickets bought online)
      • hold special events (e.g., Longleat's Sky Safara, Lego at Marwell)
      • slogan 
      • offers/promotions
      • sponsors
      • experiences (e.g., keeper for the day)
      • educational marketing (e.g., conservation, research, sustainability, factor in ethos of zoo)
      • new arrivals
      • memberships/seasonal passes
  • use a combination of resources to achieve business objectives
    • e.g., increase customer base, increase marketshare, increase sales
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Advertising

  • need at least 6-8 types for a marketing campaign
  • types of advertisement
    • Sponsor
    • Website (online shop, e-newsletter)
    • Logo (branding)
    • Social Media (Youtube, Instagram, Twitter, Facebook)
    • TV Adverts (e.g., primetime adverts)
    • Banners (e.g., side of buses, when walking into the zoo)
    • Road Signs (near zoo)
    • Live Videos
    • Business Cards
    • Leaflets
    • Tailored ads online
    • billboards
    • posters
    • pop-up ads (e.g., spotify ads, radio adverts)
  • why do we advertise?
    • to increase customer base
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Target Market

  • refers to a group of potential customers to whom a company want to sell its products and services
    • best to base on existing customer base as this is more likely to increase sales
    • who we direct our marketing effort at
  • Market segmentation: how we group customers together
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SWOT Analysis

  • Strenghts, Weaknesses, Opporunities, Threats
    • Opportunities: how can we improve ourselves? In external environment.
    • Threats: external environment
  • how you should move forward
  • effective methods to maximise opportunities while minimising negatives
  • evaluate the business
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External Factors Affecting Zoos

  • Legislation: legislation is always changing
    • Brexit: import/exports, who we can hire
    • Due to welfare
    • Due to Covid-19
  • Trends
    • due to lockdown, all establishment that keep animals in captivity have been labelled as 'bad', no matter how much they give the animals or why the animals are there
  • Economic: people have less disposable income due to Covid-19
  • Technological: people may want to watch online instead of visiting
  • Travel restrictions
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Competitor Analysis

  • identify competitors
  • on-page analysis
  • backlink and PR analysis
  • rank competitors
  • competitor traffic analysis
  • benchmarking competition
  • research competitor's products, sales, and marketing
  • create sold business strategies that improve upon your competitors
  • need to factor in price, place, promotion, product, and people (5Ps)
    • more likely to increase marketshare
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