Running Head: MARKETING PLAN
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Marketing Plan
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1. The marketing plan of the product to the identified target audiences:
One of the important roles is played by the product to invite new customers and reassure
the existing customers. In the present case, the product refers to the theme part and its
associated services to attract more audiences towards it. The customer can get more value with
the better quality of products and services in return for the invested money. According to the
author Jeffrey B. Schmidt, when a customer buys any product or service from the service
provider, they used to have an aim to get excellent benefits out of it (Schmidt, 2010).
However, the park services can use effective planning to identify the target audiences. For
this, it is important to give focus on the use of a mix of visuals on your websites, showcase the
diversity of experiences that theme park offers to their audiences, share guest visuals on the
social media platform, use excellent performing visuals on digital ads, include influencers who
aligns with the theme park goals, personalise the marketing strategy to each customer
segment, partnerships with local businesses, and many more (Manoukian, 2020). Likely, it
will be very easy for the reopening of the theme park to identify the potential audiences. Here,
one of the best communication strategies will be Instagram, where the audience can interact
well and share promotional videos and pictures of the products and services. However, it will
be an effective method for the park services to each potential audience.
2. The role of a place to attract audiences back into the theme park:
One of the important roles is played by the location or place as well as the ambience of the
theme parks that help to enhance and restore the confidence among the customers towards the
services and product. The advertisement method can be the best for the marketing purpose of
the ambience of the theme parks and reach the potential audiences. The representation of the
theme park should be very effective in front of the customers through social media channels,
billboards etc. In order to attract the interest of the potential customers and capture their
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attention, it is essential to promote appealing and high-quality pictures. However, the targeted
audiences must get the messages relating to the safety of the location so that it can build trust
and they can come to enjoy the location. e
Moreover, the message that the safety of the location has been enhanced than before must
be communicated to the target audience as much as possible. This can help in building trust
and increasing the confidence of the customers in the brand. The look and feel of the place will
play a vital role in restoring and enhancing the confidence of the customers in the brand. One
of the appropriate communication methods could be Instagram to share a wide range of
information relating to the reopening of the theme park and its relating services, as well as the
safety measures taken in providing the services. As the unique selling proposition (USP), the
marketing campaign around “convenience of use” will include a plan, which will include
placement strategy, promotional strategy, safety measures and price structure.
3. The pricing strategy for driving new and existing customers:
Price is considered to be another essential "P' of marketing strategy that can be utilised to
create new customers and drive existing customers to the theme park. After the safety
incidents, it is very difficult to generate trust and attract customers. However, making changes
in the pricing strategy can be an effective way to attract new customers to the theme park. As
per the authors Tanya Sammut-Bonnici and Derek F. Channon, there are many available
pricing strategy options that include markup pricing, perceived value pricing, target return on
investment pricing, penetration pricing, competition-based pricing, and skimming pricing
(Sammut-Bonnici & Channon, 2014). However, the penetration pricing strategy can be the
best suitable strategy to attract more audiences to the theme park. This penetrating pricing
strategy will be helpful to set the theme park's entry ticket below the market price for a
temporary period. The value of the entry ticket offerings can be better communicated with the
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social media platforms through an effective pricing model. The social media page will inform
people about the current pricing of the services and attract potential customers to the theme
park.
4. The promotional events to drive the attention of the customers:
In order to generate additional traffic and more engagement, it is very important to adopt
promotional marketing. Here, an outreach program and events can be conducted in order to
promote the theme park. One can be the community outreach program that will be useful to
ensure the additional traffic and reach the potential audiences. This program can help to bring
opportunities for the theme park to connect with more people and advocate the available
services at the theme park. Here two targeted audiences should be including one is online
audiences and offline audiences who can join the promotional event. In this event, entertaining
things and exciting hosting can be included to enhance the visibility of the brand in front of the
audience.
References
Manoukian, J. (2020, March 9). 10 strategies you need in your theme park marketing plan.
CrowdRiff. Retrieved April 14, 2022, from
https://crowdriff.com/resources/blog/strategies-theme-park-marketing-plan
Schmidt, J. B. (2010). Whole‐Product Concept. Wiley International Encyclopedia of
Marketing.
Sammut-Bonnici, T., & Channon, D. F. (2014). Pricing strategy.
