a) The geodemographic profile of guests of recent years. (In order to determine any “trends” that would help for future marketing efforts.
b) Review all past marketing efforts and track any relevant results.
c) Prepare a S.W.A.T. analysis
d) Look for any “wow factors” or unique selling points of the resort.
It appeared that Greenmount Beach Resort was drawing custom from both young families and young couples in their 20’s and early 30’s. In discussing this with Resort Management, the future target audience was even further fine-tuned to specific age groups which represented the largest “yield” for the resort.
a) People 25-45 years with young children.
b) People 20-35 without children.
John’s tabloid full-page advertisements were only designed to take advantage of special “distressed space” offers which came about from time to time from some newspapers.