As a result of The Ridgecrest Petroglyph Festival.in 2014, RidgecrestRocks.Com became one of the sites used to promote Communities along various highways/corridors of Southern California. Marketing Plan
Blues After Hours/ Peoples Images marketing strategy is to enhance, promote and support the Advertising and Promotion of various web sites and their sponsors through a “three-tiered” approach:
1.
Public Relations Campaign
The overall marketing plan is based on the following fundamentals:
a) the Ridgecrestrocks.com & associate web sites are geared for ad/pr/mrkt
b) focus is on business and tourist clientele, i.e., hotels, museums, parks, restaurants, other drawn “walk-in” type entities
c) goal is to capture an additional 12-18% of market share over the next 2-3 years AND increase local economic growth by 3-7%. Distribution channels to be used to reach market segment: retail, radio, social media, party planners, travel agents, trade shows, displays, print media etc. Media Strategy
As such, the target market segments to focus on are tourist, business travelers, film crews, small groups of Corporate Planners, weddings and other “special events” parties. In terms of market segmentation advantages, we can use historic and environmental surroundings (Death Valley, Petroglyphs, Pinnacles, Naval Air Warfare Center Museum, Maturango Museum, etc) to arrive at winning positions here. Distribution Channels
Blue After Hours /Peoples Images believe that the determining factors in choosing these channels are quality services and effectiveness in targeting specifically focused groups and “well-pampered” individuals. Some of the determining factors which will help us choose these channels are:
Social Media
Customer profile
Seasonal variations
Efficient use of funds
Business services
Customer relations
Feasibility of using channels of similar products/services already on the market
Our mix of distribution channels should give us the advantages of targeting specific customers over our competition. Response programs and social media should continue as a means to interest the “repeat & new” customers and to solicit their help in an ongoing “word-of-mouth” campaign. Objectives
Position Ridgecrest Rocks, Balsam Village District Stroll, and its’ associate web sites as Ad leaders in the Indian Wells Valley market. Assist Businesses as needed in order to:
(1)Explore ways to better reach the 21-85 age group
(2)Increase company awareness and name recognition among business managers, tourists, focus groups and individual customers. (3)Generate qualified sales leads/purchases and potential new distributors for public recognition/awareness
(4)Develop, through market research, significant information to create immediate and long-term marketing plans. (6)Coordinate the distribution of promotional/sales literature, and direct response. Public Relations Campaign
(A)Gain awareness of company among industry groups, travel agencies, airlines, tour groups, organizations and individual customers. (B)Strengthen the image of The Balsam Business District as an organization that is professional, world class, tourist friendly, completely reliable, and highly positioned in the market. (C)Maximize efficiency in selection and scheduling of published ads in publications to cover tourism and small convention markets. (D)Publicity efforts are intended to accomplish the following:
(E)Position the Business District as the leading edge in providing World Class services to its’ customers
(F)Communicate on a regular basis with target audiences such as:
*Editors of major trade, business and local publications
*Key management personnel in the existing customer companies
*Organization of employees and sales representatives
*Representatives of trade shows, travel agents, tour groups, and business organizations
*Churches and wedding consultants
Strategy
During 2015-2016 Blues After Hours/ Peoples Images will attempt to focus on the following publicity strategies:
(a)Develop a sustained public relations effort, with ongoing contact between appropriate groups, individual clientele, internet promoters, and other social media/personnel. (b)Establish contact with editorial staff for the purpose of being included in service "round-ups" comparisons in publications where competing services are compared. This exposure builds credibility and market acceptance.
©Explore establishing OEM Relationships and Joint Marketing Agreements as a means of more rapidly penetrating the market.
