Customer Care - Marketing Strategies - Revision Cards in Other Other

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

1 of 9

2 of 9

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

3 of 9

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

4 of 9

5 of 9

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

6 of 9

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

7 of 9

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

8 of 9

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

9 of 9