Concierto halley
Student: Sergio Bolivar Campos
Index 2
Marketing Objectives/Strategy 4
Communication Objectives/Strategy 4
Buyer behaviour 4
Who is thebuyer? 4
Why do they buy a ticket? 5
How, When and Where do they buy? 5
Segmentation/Targeting 5
Positioning 6
Branding 7
Creative Strategy 7
Media Strategy 8
CorporateCommunications/PR 9
Public Relation Objectives 9
Public Relations Tools 9
Direct Marketing new customers 9
Objective 10
Description 10
Response 10
Direct Marketing RetentionProgram 10
Objective 10
Customer Relationship Management 11
Internet Strategy 11
Website objectives 11
REACH 12
RiCHNESS 12
Interactive Media 12
Cyberspacemarketing 12
Sales Promotion 13
Media of sales and Promotion 13
Merchandising 13
Marketing Ingenuity 14
Campaign Integration 14
Campaign Measurement 14
References 16
APENDICES16
Summary survey about students ‘Consumer Interest in Classical Music in Greater Manchester’ 16
Marketing Objectives/Strategy
The marketing objectives for Halley will be growth oriented tooffer in Manchester the ‘Best Concert Season’ in UK and overseas.
The objectives are the following:
• Increase utilization of the capacity from 70% to 100% in the next 3 years.
oIncreasing of the utilization will have more impact in the firsts periods. During the fist year the utilization of the capacity will increase in 15%, the second year 10% and the third year in 5%.• Increase sales in 25% until in the next 12 moths for new customers
• Gain £500,000 in sponsorship in the next 12 months
• Increase to 90% the commercial series concerts
• Increasemarket share by 5% over 12 months.
• Increase the retention customer rate in 30%
• Establish a promotional network with universities, restaurants, leisure clubs
Communication...
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