Virginia Beach Marketing

870 Words2 Pages

TThe Virginia Beach target market is divided into two categories, final consumers and organizational consumers. Within these categories are a subset of defined market segments that include leisure travelers (families, singles without children, sports enthusiasts, the mature market) and meeting and event planners (social, military, educational, religious, etc.). Within this case are various segmentation variables used to classify potential tourists who vacation at Virginia Beach. Geographically, Virginia Beach concentrates its direct marketing efforts on prospective tourists in the Northeast region of the United States. It is important to target this region because the city’s convenient location makes it only a day’s drive for two-thirds of …show more content…

Marketers of this Bureau have used list rental strategies to identify email lists that might prove to be useful in connecting with its potential leisure travelers and meetings and convention planners, according to Spiller and Baier (2012). They have recently run a dedicated Virginia Beach email campaign with lists from WeatherBug, Orbitz, NY Times, Washington Post, and many more. But their real marketing weapon lies in its highly segmented marketing initiatives, uniquely customized and tailored to each consumer segment. Virginia Beach researches each consumer market segment’s desires and develops a series of creative messages tailored to each segment’s professed desires regarding what each group lives for in a beach vacation. After this they will place advertisements with unique website URLs created specifically for each segment in specific media channels that strategically reach each traveler segment. Once the prospective traveler visits the Virginia Beach site, he or she immediately views select web pages containing vacation information about Virginia Beach that is of specific

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