Sample of Free Marketing Analysis Completed for The Northwoods Resort
The following is an example of the free marketing analysis that you too can have for your business. It's free, with no strings attached. All you have to do is request one using the form at the bottom of this screen.
Advertising Objective for The Northwoods Resort
The stated advertising objectives for your business are to build awareness among your target market and to increase top-line revenue. Other secondary objectives are to get new customers and to run reminder (branding) ads. These objectives are the basis for this analysis of your advertising strategy.
Target Market
The stated target market for Northwoods Resort includes females between the ages of 35 and 55 who own their own home and are family oriented.
Marketing Message
This analysis will start with your most expensive (the highest CPM) medium, television. Your current television advertisements have a message of fun, family, relaxation and safety, and this should appeal to your target market.
The overall appeal of your TV ad is enjoying the natural environment. From my experience, this appeal is not one that tops the list of importance when you're communicating with your target market (family oriented females). Advertising appeals that are most important to your target market could increase the effectiveness of these advertisements, which would improve your advertising ROI.
The television broadcast advertisements fulfill the objective of reminder (branding) advertising. These messages appeal to environmental sustainability, family safety, and are good reminders why your present customers choose the Northwoods Resort. However, these ads do not fulfill the objective of obtaining new customers. For example, the ads are missing information on what exactly your company provides. Do you provide maid service, American Plan, dinner services, lounge music, rental boats? The television advertisements lack easy-to-understand, simple clarity of your product offering. Furthermore, the television advertisements are lacking one essential component that all advertisements must have if you want to attract new customers (see the recommendations below). The tag line "Northwoods Best" is also nondescript; it could be used for any resort or campground. This tag line could be enhanced to brand and position your business with your target market.
The other paid advertisements that you provided me were the proofs of your yellow page advertisements. These advertisements appear in the telephone directory on a page among a sea of other similar service providers. It appears that your advertisements stand out with the visuals and graphics you selected. However, this is where the differentiation ends. As most other advertisements listed in the yellow pages, your ad contains a bullet-point list of features. Your advertisements lack a benefit statement that is important to someone selecting a vacation destination for the first time. These advertisements lack a benefit statement that would appeal to your target market. The telephone book advertisements that appear on the front or back cover are in a highly visible location; however, you have no way to know if your target market looks at the cover of the directory. Also, the ads are lacking a benefit appeal (if your target audience actually reviews your expensive cover advertisements).
Your internet site is well designed and easy to navigate. It is informative and allows a potential customer to build a trusting relationship with your resort. One thing that might create anxiety with your website visitors is when they click on another page, the next page lacks bread-crumbs (a way to get back to where the visitor came from within your site). Also, the photo gallery for the restaurant segment is so different that the visitor may think they left your website. Overall your website is easy to use, but it also lacks benefit statements.
Marketing Medium
Your selection of television to promote your business is a good medium to deliver your message. You have selected a daytime schedule that would attract the attention of your target market. This medium is great to deliver your message because of the visual elements associated with television. The only drawbacks to selecting television for your product are the expense, the clutter, and the time limitations. You have a good product to sell and a strong story to tell. The time limitations minimize the effectiveness of telling your full story and building a strong, desirable brand.
Your selection of yellow page adverting is a sound decision. Broadcast advertising sales people commonly state: "Most people look in the yellow pages for a phone number of a company that they already know the name of." There is no research to back these statements, and you probably know the power of yellow page advertising from measuring your results. People seeking out resort destinations who have no history with a company will turn to the yellow pages to find more information about a relevant company. Your yellow page ad must also be in the directory's website for people who prefer to search the yellow pages online.
Media Mix
Your media mix of broadcast television, yellow pages, and internet is a good mix for your type of business. But, you already know that. You could add broadcast radio, podcasting, and general public relations components with minimal costs (except time). Your media mix selection appears to hit your target audience.
Integrated Marketing Communications
With all of the promotions you presently have, you may have missed on the power of integrating your communications. Some of your branding efforts do not integrate well with some of your print advertising. These should all be integrated! Paul James Marketing has many years' experience with integrated marketing communications. See the recommendations below.
Marketing Strengths
Your company has many marketing strengths. Your position of being green is something that you can own and exploit. It appears that you hold this as a competitive advantage. It appears that this effort to position your company as environmentally friendly is in its infancy. Also, you provide much information on your company's website to build and reinforce a long-term relationship with your customers. Your marketing communications are well written for quick, easy consumption. Your image is polished and professional and it builds confidence with your target market.
Marketing Weaknesses
Every marketing effort has limitations. Even my own! Some of your marketing communications efforts could be improved. And, continuous improvements make this possible. Your overall marketing strategy is not transparent to the customer, and some of your advertisements are not simple, direct, and to the point. Your ads also lack an essential component to attract new customers. Paul James Marketing can provide you with recommendations (see below). Your print ads have many feature statements, yet they lack benefit statements. Your advertisements are not integrated into a comprehensive marketing communications effort.
Marketing Recommendations
Get your free marketing analysis. Simply complete the form below or send an email message to me: paul@pauljamesmarketing.com.
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