Why Everything in Marketing Has Changed and What to Do About It - Case Study Example

Student Name: Tutor: Title: Marketing (Advertising) Course: Introduction South Australia has experienced a drop in the number of tourist for the last five years. This drop can be attributed to global and domestic economic issues. The award winning-wine, events and festivals and beautiful beaches are some of the endowments that South Australia boasts of having. The need to advertise and focus on wine tourism cannot be overlooked. The choice of radio campaign may not be very effective but it provides a starting point for the dwindling tourism sector in South Australia. There is an urgent need for change in the strategy of reaching out to tourists in the world and within the local market. Justification of the campaign The boss has a wonderful idea for the campaign and only need backup from other stakeholders. Other forms of media live television, newspaper, magazine and using celebrities for branding have to be considered in order to reach as many people as possible. The tourism board of South Australia has to target a large customer base in order to increase the chances of visitors trooping to the state. However, radio as a medium of reaching out to potential visitors will be quite expensive. There are many radio channels listened to by different people. It requires that the advertisement be placed in numerous radio channels in order to reach a huge market. On the other hand, using television will involve placing the ads in few TV stations that are popular in the country or abroad (Clarke, 2010). In order to bring back the dwindling number of overnight visitors from interstate to Australia, there is need to engage in a vigorous marketing campaign that will be effective. The fact that the wine tourism has been award-winning; this is an adequate selling point since very few tourists destinations have received such an accolade. South Australia tourism sector has to maximize on its wine events and festivals to attract many people to the region. South Australia is a wonderful tourist destination to many people seeking to relax after long spells of working hard. Unique selling points in South Australia tourism Building Strong Unique Selling Points (USPs) is very crucial for the state of South Australia tourism sector. USP is the fundamental part of any serious marketing campaign. It is a summary that differentiate the business to be unique and utterly valuable to the target market. A unique selling point is a factor that sets a product to be different from its competitors like low cost, high quality or offering variety. A unique selling point promises to offer certain well articulated benefit to consumers (Sonya, 2010). The tourism sector in South Australia has to define its unique selling points that set it apart from other tourist destinations in the world. The marketing campaign has to target both local and international tourism markets. Unique selling points differentiate South Australia tourism destination from other known destinations in the world. The unique selling points differentiate South Australia from other homogenous competitors in the world. They offer a reason why should one go to South Australia instead of any other place in the world. Without these unique selling points, South Australia cannot appeal to more tourists as compared to other tourist destinations in the world. Apart from the wine tourism it is important to emphasize on other parts that make South Australia standout from other tourist destinations. Anyone coming to South Australia on vacation will not enjoy the wine alone but also the fine weather among mother wonderful things in the state. There are numerous examples of Unique Selling Points in the tourism sector in South Australia and the campaign has to focus on these areas. Mother Nature has endowed South Australia with unique and wide range of variety of tourist destinations in the region. South Australia offers long summers and hence an ideal destination for visitors going on vocation. South Australia has beautiful weather having mild winters and long summers. The temperatures rise to above 35 degrees Celsius in the summer (Cameron, 2010). This is a perfect holiday destination. It has stunning beaches and unique award-winning wine, festivals, and events. South Australia stands out for its wine and festivals. There are about eighteen wine regions to choose from and it goes not involve long hours of travelling. South Australia has been referred to as the capital of Australia seafood and wine. Tourists have a wide range of seafood to sample from. The zoo in Adelaide harbors some of the world’s endangered and rare species of mammals, reptiles and birds together with native animals. The capital city of South Australia State, Adelaide is described as unhurried metropolitan center with heritage architecture, grassy parks, as well as friendly atmosphere. It is situated on the banks of Torrens River and Adelaide offers to tourists a diversity of attractions (Boniface, 2012). World heritage listed caves are situated on the Lime Coast at Naracoorte. South Australia has many gifts of nature that are both rare and rich. The beaches are pristine, and the sounds and sights of Adelaide Hills are a few meters away. The South Australian coastline that is more than 3,800 kilometers in length is punctuated by beautiful beaches, towns, jetties, and cliffs. The coastline offers fantastic boating, surfing and fishing. For tourists who are interested in activity tourism, they will not be disappointed. The Kangaroo Island in South Australia is a place that is full of natural beauty and wildlife. The Kangaroo Island is a place of great spiritual and cultural significance (Woodside & Drew, 2008). There are spectacular sea lions at Seal Bay, wonderful penguins and unique scenery at Remarkable Rocks and Flinders Chase National Park. Beautiful beaches like Pennington and D’Estrees provide wonderful spots for sunbathing. There are wonderful camping sites in places such as American River, Penneshaw, and Kingscote. Recommended strategy The objective of the advertising strategy is to build awareness of the state and generate interest of new visitors from the age bracket of fifty five years and above. If an ad is placed successfully then it will generate responses that can be manifested behaviorally. This does not translate directly to increased revenue and more has to be done to ensure customers act positively to the advertising message. Targeting tourists who are above 55 years cannot be very effective to the radio campaign. Many people listen to radio indiscriminately and it does not mean that the advertisement will reach only people who are above fifty years of age. The budget allocated for the campaign is $100,000. The money for media placement will be allocated separately. The 100,000 dollars can be divided to include other campaign strategy using other forms of media like print and television. As the coordinator for Tourism in South Australia the role will be to advertise directing and sponsoring the advertising. Advertising planning involves setting objectives, researching and budgeting. Brand strategy, media strategy, and message strategy have to be incorporated. The target clients have to be reminded about what is to be offered in South Australia in the tourism sector. Everything is anchored in memories and these keep changing over time. Advertising has to influence the behavior of the target audience and cause them to respond. Clients are both emotional and rational and advertising has to focus on what will be appealing to them. The advertising has to focus on refreshing and building the memory structure of the target client. The advertising has to be incorporated with marketing mix. The advertising has to cover both short-term and long term objectives of tourism in South Australia (Sonya, 2010). The tourism sector should define is 4Ps that include product, price, Place, and Promotion. The way the wine tourism is presented has to be unique and intriguing. The advertising agency is in charge of planning and placing the advertising. It has to go through the advertising brief and come up with a message that will be used for radio campaign as an advertisement. The ad has to be pre-tested to determine the effectiveness of the advertising on the target consumer. This will be the work of the advertising agency and the tourism sector of South Australia will only act on the recommendation provided. Factors to considering when choosing advertising agency The company has to consider the size of the target audience before choosing the advertising agency. The boss proposes to target visitors who are 55 years and above but it would be prudent to target other age groups. When a huge audience is being targeted then a big and seasoned advertising agency is required to handle the task. A small target audience can have their needs covered by a small advertising agency (Leboff, 2011). The agency to be chosen has to exhibit elements of cost effectiveness. It is not prudent to spend a lot of money on something that will not reach the target audience effectively. The company has to use an agency that is not demanding above its advertising budget. The company has also to consider the effect of experience on ad receptivity. The weaknesses and strengths of spending on certain types of media have to be put into consideration. The tourism sector has to consider expanding to other forms of media. Advertising has to emphasize on the brand uniqueness (Goodwin, 2011).  The unique selling points enable the advertiser to understand how to position his products in the market. The customer has to remain with a point of reference for the experience in his mind. Listeners are loyal to certain radio stations or particular radio presenters. This campaign has to place in several radio stations. The popularity of the presenters, the popularity of the radio station and the time for airing the advertisement has to be considered. Time when families are resting like evening, lunch time, and early in the morning will ensure a large audience is targeted. The tracking of the ad has to be done for the purpose of evaluating the performance of the ad in the target market. Tracking is also crucial in monitoring wear out that may lead to adjusting of individual spots. After the tracking has to be done the advertising budget can be appropriately adjusted to meet the needs in the market. It is important to know how the competitors have responded to the marketing strategy of the company or advertiser. Brief for Advertising agency The advertising campaign has to emphasize on the wine tourism as being unique and attractive to tourists seeking adventure and tourists activities. Other unique selling points of South Australia have to be emphasized. The strategy has to emphasize on: Variety of seafood and wine Affordable accommodation Beautiful scenery Fair weather having long summers and mild winters Attractive coastline with beautiful beaches A variety of camping spots South Australia is more often than not associated with food and wine as compared to any other state in Australia. A visitor is spoiled for choice with myriad eat street in Adelaide. There is plenty of variety that includes sumptuous Asian banquets, European-style cafes and classy and modern Australian brasseries. The River land at Murray is full of nut, citrus and grape. Coffin Bay oysters are known to be the best in Australia. Kangaroo Island is famous for marron and cheeses. The Eyre Peninsula is ranked as one of the most significant regions known for seafood like lobsters, prawns, as well as King George Whiting (Cameron, 2010). It is evident that South Australia is the leading wine-growing regions globally having above 350 wineries and about 250 cellar doors in its fifteen wine regions. Wine-lovers will enjoy the world famous vineyards in Adelaide Hills, Barossa Valley, Clare Valley, McLaren Vale, and Coonawarra. It is important to state how much it will cost a person visiting South Australia in such terms like fair and affordable. Real figures may work against people who may consider them too high. The wine and seafood alone cannot result into much interest without emphasizing on the ample weather and other varieties nature endowments found in South Australia. Tourists can engage in other activities like camping together enjoying wine and seafood. Information about camping sports in South Australia is important. References Boniface, B. 2012, Worldwide Destinations: The geography of travel and tourism, Routledge, New York. Cameron, D. 2010, Cultural Strategy. Oxford University Press Clarke, G. 2010, Business Start Up and Future Planning, Straightforward co Ltd, Melbourne. Goodwin, B. 2011, Simply better: doing what matters most to change the odds for student success. Alexandria, Va.: ASCD. Leboff, G. 2011, Sticky Marketing: Why Everything in Marketing Has Changed and What to do about It, Kogan Page Publishers, London. Sonya, C.J. 2010, The Art of Smart Marketing What Small Business Owners Must Know to Get Customers and Sell Products, The Art of Smart Marketing, London. Woodside, A.G., & Drew, M. 2008, Tourism Management: Analysis, Behavior and Strategy, CABI, New Jersey. Read More