Marketing strategy for Cricket Sport Museum in Warwickshire

¶ … marketing is a critical component to success of a company regardless of its size. Cricket Sport Museum offers its clients exceptional service and value at an affordable price point for most companies or individuals. Our consultants, staff, owners and stakeholders are focused on delivering unique and creative experiences that exceeds the expectations of our customers while optimizing their experience within the stadium. Moreover, Cricket Sport Museum offers sporting services which are an essential aspect for other sports attempting to increase public exposure. At Cricket Sport Museum, we incorporate both traditional media platforms with those that are promising to provide our clients with superior service. Almost all markets within the world are ever-changing, competitive, and fast paced. With the advent of internet, the world is literally at potential customer's finger tips. Cricket Sport Museum not only helps you compete with the larger, more established sporting teams, venues and enterprises, but it also has the marketing expertise to attract relevant consumers to help companies develop and reduce risks associated with undertaking sporting campaigns.

Situational Analysis

With clients consisting and sporting fans across the world, Cricket Sport Museum is emerging as a reputable and quality sporting arena. Further compounding this fact is the expansion of over 4,000 new seats which is a direct result of demand. Cricket Sport Museum was further recognized for its superior service as many famous individuals frequent the facility on a consistent basis. With Cricket Sport Museum talents receiving recognition, business and clients have gradually increased. Recently, there has been a significant interest from younger individuals in Warwickshire in sports in general. With the current rise in globalization and internet exposure, many individuals are now developing an interest in sports. This bodes well for our museum as we are constantly innovating our product mix to suit the growing diversity among the sporting populations we want to capitalize on this emerging trend to grow our firm, its reach, and audience. This marketing program is designed to promote Cricket Sport Museum; an established and well-accomplished sporting venue within the Warwickshire designated marketing area.

Market Geographic's

As a general sporting museum with a focus on cricket, Cricket Sport Museum has a unique ability to attract a wider, more flexible audience. Since sporting encompasses many genres, the museum will undoubtedly attract consumers from different backgrounds and diverse socioeconomic status'. However, for this campaign, our primary focus will be centered on the Warwickshire county region. We do nonetheless intend on broadening our campaign to areas where the style of sport offerings is most prevalent and recognized. We have limited these areas to 3 major cities within the midlands which include: Birmingham, the most populous British city, Shrospshire, and Herefordshire.

Market Demographics

With so many alternatives to sports it is often difficult to get consumers to visit to a somewhat unknown sporting museum. Our major concern is that the Midland area is populated by many younger individuals. These individuals are often college students who graduate on average every 4 1/2 years. This presents a challenge to Cricket Sport Museum because we must market the museum to an entirely new crop of students every 4 1/2 years! Furthermore, without the backing and prestige associated with larger more established sporting museums it can be potentially difficult to generate buzz, excitement, and interest for the Cricket Sport Museum without seeming like "Just another sporting venue." Further, our sporting museum is predicated on history and nostalgia regarding certain events, which younger people do not necessary have. In many instances, younger individuals may not be interested as meeting older players that their parent may have seen play. They also may not be interested in the history component of our stadium at all. At Cricket Sport Museum, we took on this challenge and decided our target demographic is a follows.

Age: 25-54 Men and Women (single or married)

Income: $30,000-$75,000

Education: Some college

Interests:

Entertainers

Sports Lecturers

Sports Experts

Families

Cricket Fans (General)

Cricket Clubs

Cricket National Teams

Leisure sports fans

*We won't ignore the student population by any means, however we feel it will be much more beneficially to Cricket Sport Museum as a venue to appeal to residents who will stay in Gainesville longer then 4 1/2 years. This is due in part to an increase in customer loyalty, awareness, repeat purchases, more likely to attend events, easier to build relationships, easier to keep in contact with via direct mail, etc.

Market Growth

As mentioned earlier in the document, Cricket Sport Museum encompasses many different sporting genres which include cricket as well as other products that consumers may deem necessary. From 2006-2007 the population within the Midland community has marginally decreased, with the biggest decline coming from Herefordshire which dropped by more than 1%. We believe we can reverse the overall viewership trend by building more awareness, demand, and trial of Cricket Sports Museum. We feel this can be adequately accomplished through the use of extensive word of mouth, viral, and guerilla marketing tactics through low or no cost mediums. We will also hire sporting agents and popular stars who will be touring which may help reverse the trend.

Critical Issues

The major issue Cricket Sports Museum could potentially face is lack of audience. The facility does indeed have a solid foundation of loyal followers who support its various tours and promotional activities. However, to be successful as a venture, Cricket Sports Museum must generate a huge following where the interest is most prevalent. This could be accomplished through Cricket Sports Museum outstanding website which provides a central location where consumers can interact, learn, and purchase items. Consumers can download some of the venues events content as well including interviews, events, games, and more. We believe Cricket Sports Museum provides its customers with an exceptional sporting experience. We simple want consumers to venture into the stadium. The quality of the venue is so exceptional we believe it will generate a buzz on its own which will generate demand and ultimately purchases. However, we must first get people to visit the museum by any means available. Hear in lies the challenge of breaking through a super saturated market where consumers are bombarded with availability and choice and large sporting companies have the most power.

Marketing Strategy

Cricket Sports Museum, although small, has a very talented staff. We intend on pooling our resources together to establish Cricket Sports Museum as a strong presence within the Midland area community, and eventually branch out to the three major cities discussed earlier. Our strategy is based on the following concepts and principles:

1) Create awareness of Cricket Sports Museum within the Community, which will generate demand, desire, and purchase

2) Have a strong emphasis on quality. High quality performances, music, tours, and promotions. This will allow Cricket Sports Museum to be easily recognized while also disassociating itself from sporting venues.

3) Leverage the Cricket Sports Museum online website as a virtual store for sporting items. This will separate the museum from the competition while also allowing a potential consumer to learn more about the venue. Building a fan base.

Marketing Objectives

1) Increase views of Cricket Sports Museum online website by 10,000

2) Increase mailing list subscribers by 2500

3) Increase online purchases of cricket related items by 500

4) Generate 500 new attendees to shows, performances, or promotional activities

Target Market

We are targeting men and women between the ages of 25-54, with some form of college education, and an income between $30,000-$75,000. These individuals should have a general interest in entertainment and attending cultural events. From our lifestyle demographic analysis we have further determined that our target market are very health conscious, fitness enthusiasts, tech savvy, and enjoy reading history and science fiction novels.

Tactics

Possible mini-tour within Midland area to promote awareness

Connect with students and residents with similar sporting interests

Build positive word of mouth and internet traffic.

Programs to implement tactics

Set up mini performances at local venues such as the Hippodrome, various coffee shops, or other cultural events

Free performance at product release party

Set up facebook, myspace, flicker, twitter, or other social networking accounts. These sites have the potential to generate positive word of mouth, build awareness, build a loyal following, and provide a means of communication to build relationships outside of email.

Set up local radio spots on radio stations similar to Cricket Sports Museum demographic

Hire street teams to promote Cricket Sports Museum using giveaways

Place elaborate posters in popular music outlets, fitness centers, bookstores, libraries and tennis courts

Place signs and water bottle stations on Hawthorne Trail, a popular fitness site

Get a possible review of the venue in the local paper

Develop and promote Cricket Sports Museums website. Availability of information and online purchases provide convenience to customers

Build mailing list to generate correspondence and relationships

Controls

This plan will be implemented by January 2012. We will then compare out month to month progress with those prior to October to see if progress is being made. Finally, we will discuss and monitor this campaign on a biweekly basis and determine any necessary alterations.