The paper "Why Everything in Marketing Has Changed and What to Do About It" is a great example of a Marketing Case Study. South Australia has experienced a drop in the number of tourists 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 on numerous radio channels in order to reach a huge market. On the other hand, using television will involve placing the ads in a 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 a need to engage in a vigorous marketing campaign that will be effective.
The fact that wine tourism has been award-winning; this is an adequate selling point since very few tourist destinations have received such an accolade. South Australia tourism sector has to maximize its wine events and festivals to attract many people to the region. South Australia is a wonderful tourist destination for 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 a fundamental part of any serious marketing campaign. It is a summary that differentiates 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 benefits to consumers (Sonya, 2010). The tourism sector in South Australia has to define the 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.
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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.