Reference no: EM133026447

BSBMKG417 Apply marketing communication across a convergent industry

The Contact Eye is an example of organization within a divergent media environment and shifts their focus to customer-centric to improve their profit.

The London Eye

The London Eye, part of British Airways, wanted to attract new visitors. Its annual marketing budget of £1.5 million was used to increase passenger numbers via focused advertising and other promotional activities.

Londoners were encouraged to take additional flights with the sale of joint tickets offering a trip together with a champagne meal at a nearby restaurant. Overseas visitors were targeted with an online campaign combined with advertisements at key entry points to the UK. Students were offered joint tickets with Tate Britain for the Turner Prize exhibition. This was promoted through student bars and Student Union mailings.

Other initiatives included a 45-minute Thames cruise, the production of guidebooks, the introduction of trained capsule hosts and the re-launch of the website www.londoneye.com. The overseas campaign led to a 5% increase in passenger numbers. Within three months 7,800 Londoners had taken up the ‘flight and meal' deal, and there were 300 redemptions of the student tickets.

Overall, BA saw an 8% growth in visitor numbers to more than 4 million, and an increase in gross profit of 23%. While activity on this scale would be beyond the remit of most SMEs, this example does illustrate the benefit of using a selection of different techniques to achieve a specific and clearly defined result.

Questions

1. What was the objective for the campaign? (100-150words)

2. How did Contact Eye identify and evaluate traditional tools and techniques to the integrated marketing communication environment?(150-200words)

3. List traditional and non-traditional tools the Contact Eye used for the campaign.

4. What are the benefits of a convergent, integrated approach to marketing goods and service you can learn from this case study?

5. What does divergent media environment mean?

6. In customer-centric environment how you will create tools and techniques to make that suitable in that environment?

7. List five different marketing channel which are not mentioned above for online and offline.

8. Give another idea of integration on marketing tools and techniques that suitable for the Eye Contact.

9. What tools can you use to review if developed marketing tools and techniques are fit for the purpose and cost effective? Identify the tool and describe.

10. convergence?
a) How do you identify and engage the expert for your organization to meet the technological & sector requirements? (150-200words)
b) How significant it is to select and utilize integrated, cross sector and media divergent marketing communication solutions to meet client requirements. (100-150words)
c) Where can you find these networks? (100-150words)
d) What are the best ways to establish these networks from customer perspective? (100-150words)

11. You will be observed conducting a short discussion session (role-play) for 15 - 20 minutes on a colleague (or on your assessor) on how to use your marketing tools and techniques which have been developed for communicating by your organisation. This requires you to determine how you will implement your marketing tools and techniques into your organisation, and how you will monitor their use. In the discussion session, student is to show relevant methods of applying marketing tools and techniques and explain them to the colleague (or on your assessor).

As an evidence that the student has conducted the role play as per instructions, the student must need to submit a printed copy of hand out or power point slides to the assessor.