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The third package that Torchelle offers is an economy package. This is a package in which the hall is provided, with clean up services. The people who rent the hall will be able to bring in their own food and beverages and entertainment. The event coordinator will not be available with this package.
Marketing and promotional strategies
While Torchelle's will depend on word of mouth from satisfied patrons to market the company, it will also use a combination of direct marketing techniques and media outlets.
Direct marketing will involve a bulk drop shipment of fliers reminding the area residents and workers what Torchelle's provides. It will include all three packages and will be sent on a quarterly basis.
Direct marketing will be drop shipped into a different area each quarter so the business has the chance to saturate the area with advertising without overwhelming the customers. It provides a good customer base and at the same time allows people who may not need a banquet hall now, to remember Torchelle's when the need does arise in the future.
The direct selling approach will include coupons for 10% off each of the pricing packages if the hall is booked within 10 days of receiving the coupon, even if the event is months away.
Torchelle's will advertise on a weekly basis in the local newspaper. In addition twice a year Torchelle's will hold benefit events that will provide an opportunity for the media to cover the events and provide advertising through the stories that they write about the banquet facility and its involvement with charity events.
Torchelle's employs one account executive and that person's primary responsibility is to go out and approach corporations with information about Torchelle's ability to handle their banquet and meeting needs.
Representatives from Torchelle's will attend an annual banquet hall trade show to showcase its unique multi-tiered packages designed to fit any budget and attempt to attract business...
Other halls in and outside the area do not offer such flexible packaging and those that do are more expensive in most cases than Torchelle's is to use.
Marketing Goal
The primary marketing goal of Torchelle's for the next 12 months is to triple the number of events that are scheduled at the facility. In addition the goals will include the push to locate and serve more corporate needs than in the past.
Conclusion
The most significant goal of marketing Torchelle's will be to focus on expanding the corporate market which at the same time working to maintain the individual customer base. When the marketing draws in an individual or a family to use the hall services they are going to think about Torchelle's when their company needs to find a place to hold an event. Torchelle's goal for the next year will be to triple its clientele as well as the number of events that it is paid to handle.
References
Bushing, Mary C.
The Library's Product and Excellence. Marketing of Library and Information Services, Library Trends, January, 1995, Vol. 43; No. 3; Pg. 384.
Carpenter, Beth.
Your Attention, Please! Marketing Today's Libraries. Computers in Libraries, September 1998, Vol. 18; No. 8; Pg. 62.
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