Concierto halley

Management of Marketing Communications

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...