Marketing Plan for Skydiving Co

Marketing Plan for Skydiving Co

1) What is your competition doing?

The competition is doing well. They currently have holiday promotions on Christmas and Labor Day. They offer a discounted rate if you are part of a group of 7 or more. They are larger than us and operate in several states. Their marketing plans are lacking impact in that they mainly focus on billboard advertising and word of mouth. They also do not actively participate in public relations, however they do have a very good web site that allows questions to be answered via e-mail but no streaming media capabilities or “live” discussions with an operator.

2) What are the environmental factors?

The market is strong right now, and the Stock Market has been on a steady increase. Spending is fluent in the economy and people are not afraid to “splurge” a bit on external enjoyment. There has been a recent surge in activity sports as the X Games just took place and were aired in 48 states. Skateboarding, extreme roller blading, and skydiving are among the top of the list.

3) How will the previous affect your marketing or promotional plans?

We are privately funded, so the strength in the economy will help us with sales. Therefore, we will be using promotions and advertising to pull in good repeat customers. It will give us even larger amounts of capital in which we can reinvest in new equipment and marketing. With the recent airing of the X games, our plan is to hit the market strong and quickly to get as many people in and hooked on our exciting sport as we can while the attention is still there.

Chapter 3:

1) Centralized or decentralized internal org. chart?

We are using a centralized organizational chart. We are rather small and are only offering a few services. Centralized requires fewer personnel. Also, we would like to have main control over our company’s decisions and the centralized organization allows for more top management involvement.

2) Are you using an inside or outside agency?

We are going to set up our own advertising agency internally in order to reduce costs and maintain great control over their activities. It will be a decent sized dept., and they will assist us (the owners) in our advertising financing, production, and distribution of advertisements. We chose this because of money savings and so that we could maintain contr...

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...d your add offensive or in poor taste?

In evaluating our IMC program I have found that there is very little that we have done that could be taken in offense. Our commercials are mostly action shots of skydiving with audio describing our location and phone numbers. Our website is detailed, but not shocking. The radio campaigns we have implemented are not shocking and simply urge people to think outside of themselves and take a chance. The only people that could be upset about our ads and perspective is people who do not believe that life is about having fun. Those who want to sit through life and exist instead of pushing the envelope and creating excitement for themselves. Parents might be upset if our ads appeal to their children and they make the decision to take the jump. That is out of fear for their children, and not a distasteful ad on our part. One thing that may cause us trouble is that our safety record is stressed heavily. If we were to ever have an accident it would take away from our appeal and cause us to have to shift our advertising to other areas. This could be expensive and create mistrust in our establishment causing us to potentially lose clientele.