Perspectives Of Services Marketers Marketing: A Case Study Of Cocktail Walking Tour By Two Feet & A Heartbeat

Project selection and rationale

Discuss About The Perspectives Of Services Marketers Marketing.

The organization Two Feet & a Heartbeat is in the field of tourism market from the year 2008 and they are providing the best view of the city like Perth and Fremantle with the suitable walking and food facility (Perth's Best Guided Walking Tours - Two Feet & a Heartbeat, 2018). The present tour that is being introduced by the organization is the Cocktail Walking Tour for the adult and the next generation people. This is one of the most effective and the suitable tour that is going to be performed by the company in the coming days. The time schedule for this activity is being considered from 6 pm till 9:30 pm. The purpose of the project is to provide a suitable promotional strategy for the firm to upgrade their tour within the market. The report consists of the project selection along with the rationale then the past campaign review of the firm along with the campaign audiences. Furthermore, the project will also discuss on the audiences perception, campaign objectives, and the ideas then the usage of marketing communication strategy along with the tools is being provided within the function to maintain their activity in the field. The paper also shows the measurement process for the success of the promotional strategy in the market.

The Two Feet & a Heartbeat is the walking tour company that provides various tour facility to the people by walking for the city of Perth and Fremantle and this was started from the year 2008. The Cocktail walking tour of Perth is one of the best walking tours that is being introduced by the organization in the market. This walking tour is for around 3 hours and it starts from 99 dollar AUD. In this tour, the tourist will be taken to the three most stylish venue in Perth where the bartenders are representing the best cocktail creation for the night. The tour starts at 6 PM and the events conclude almost at 9:30 PM. The people on this tour have the ability to enjoy three delicious cocktails and also enjoy the sophisticated environment (Belch, & Belch, 2018). In this process of cocktail drinking, the tour guide also provides view regarding the surroundings to the tourist. An idea regarding the Perth and the venue is also provided to the tourist. The marketing principle in this section provides the view that the organization maintains the product, then the place, price as well as the promotion for the event (Cornelissen, & Cornelissen, 2017). The event is quite effective for the people to provide them suitable view on the city that also by getting them the facility for drinking the most famous cocktail within the city.

Review of past campaign

The product in this event that is being organized by Two Feet & a Heartbeat is the Cocktail tour. The place for this tour generally changes with the stylish venue of Perth. It can be seen that every time they took their tour to other venue top avoid the monotonic activity in the walking tour. The price for this tour is starting from 99 dollars and all the three famous cocktail price is also included in this tour price (Valos et al., 2016). The organization using the most effective promotional strategy for their firm to provide suitable waling experience to the people. With the help of the integrated marketing communication, the entire tour will get the most effective on the various walking activity that is being achieved by the firm to maintain their activity in the field. In this process, the people are able to gather suitable information on the city Perth and its heritage that allow the tour to be a success for the company. With the help of integrated marketing communication, the organization can effectively provide the superior class of walking tour to the people and get their most nostalgic experience in the different venue of a country (Luxton et al., 2015). This event and tour are quite effective for everyone and its starting time is also suitable when people love to travel and get something new for their evening activity. This is one of the best event and tour that is being provided by the company to boost up the walking facility. In this, the entire people visit the venue while walking and getting information regarding the surroundings and city Perth.

The organization eventually run the campaign for their walking tour in the most effective way to provide efficient knowledge to the people regarding their activity. The organization has faced various experience from their previous campaign for the tour of Whiskey walking tour. In this tour, they were providing the most suitable and the finest venue for the testing of Whisky. According to the marketing theory of SWOT analysis, it can be seen that the campaign faced various issues and also they have suitable strength regarding the tour. It can be seen that organization perform the whiskey tour which might not be suitable for all the people. This tour is quite effective in the market for providing the view of the finest venue and also to describe the heritage of Perth but this is not the appropriate way for the people to maintain their tourism factor (Munoz-Leiva et al., 2015). The strength of the past campaign is that most of the people get aware of the activity that is being performed within the field and also regarding the tour that is being conducted by the organization. This tour helps the firm to maintain their activity and provide the best tourism and travel experience to the people.

Campaign audience profile

The strength of the campaign is that it has the ability to attract people from all over the world and provide them the view of the various events that took place within the organization. From this campaign, the working function of the firm is actively known for their betterment of the tour within the city. But with the strength, the campaign also has some of the weaknesses that it was only for the adults and it does not involve any kind of historical activity for the people (Lusch, & Vargo, 2014). While providing the walking tour of the city it is believed that the people will get efficient knowledge regarding the activity and the working facility of the firm but there was no such activity in the previous tour. It can clear that the working facility of the firm need to be effective and it should provide the suitable working function within the market. Another weakness that is being faced by the firm is that the employees or the tour guide were not many actions for providing a suitable and effective view on the various acts of the firm and also the knowledge regarding the city.  

From the past campaign, it can be seen that the organization provide focus on their firm and the activity that they are going to perform rather than communicating with the customers and making the effective usage of the market. It can be seen that organization need to develop their activity in such a way that they have the potential to provide the most effective working function within the market and get the suitable view on the activity of the firm (Vernuccio, & Ceccotti, 2015). This should be done with the help of the organizational view and also with the working process in the firm acted for the tourist in the market. This campaign will effectively allow them to maintain the activity and also provides valuable working facility to the organization. The primary task of the event is to provide an effective view to the people regarding the various facts of the city and that also by providing them suitable and valuable drinks (Porcu et al., 2017). This is the etiquette of the walking tour to provide food and beverage facility to their consumers while showing them the city and providing a view of the city and its heritage. This is the most effective way for the firm to have suitable tour and travel that is being provided by the organization.

Audiences perception, campaign objectives, and ideas

The campaign is successful with the effective communication with the audiences who seek for the experiences that are consisting the value and believes. It can be seen that the consumers are so much with the tourism industry that they share the authentic story and also exchange their personal review. This help the organization to grow their business in the market with the help of social media that help them to attract tourist all over the world (Patti et al., 2017). This event is for the Cocktail walking tour in the Perth city and for this, the primary target audiences are the young adults. This is the generation that has tended to get along with the surrounding and also with the cause more effectively than any other generation. The second target market or the audiences of the firm is the tourists. The tour is regarding the historic view of the city and that also by drinking a cocktail of the most famous venue while walking down the street. This is one of the most nostalgic ways by which the young adults will get easily attracted as they are getting suitable time to spend with their friends and also getting an effective view on the city (Watson, 2017). Mostly the adults from the age group of 18 to 60 are considered and targeted by the organization for their cocktail hour.

The organization also target the tourist as they are also getting the view of the finest place in Perth with the chance of getting the famous cocktail of the venue (Camilleri, 2018). The audiences selected for the campaign by the organization holds the strong position to maintain their activity and provide the most effective working function within the market. It is the best way by which the organization has selected their audiences and provide the effective walking tour to the people (Armstrong et al., 2015). As the tour starts at the evening time and also they provide cocktail, as well as the tour, is lead to the bartenders, therefore, the organization did not target any of the kids for their campaign and all the adults including the young adults are effectively allowed within the tour. This is one of the best and the most suitable tour that is being provided by the firm top their target audiences. The young adults are being targeted within the tour due to the reason that they have the huge tendency to look for the world in a different way and they eventually get along with the process (Saenko et al., 2016). The tour is for the walking and it is of 3 hours which allow the people with fitness to join the group and in this, the young adults are considered to be the most energetic as compared to other generation.

Usage of marketing communication strategy and tools

The two target audiences for the integrated marketing communication campaign of the firm is no different from the entire group the organization is selected is the adult people. But the difference is in the culture and the behavior of the people (Kitchen, & Burgmann, 2015). It can be seen that the tourist generally came from a different place who have a different culture and believes in their activity in the field. In this situation, it can be seen that communicating with both the target audiences might be difficult for the firm to maintain their campaign process within the field. The message from the campaign of the cocktail walking tour might create a huge problem for the organization for performing their activity in the field. The young adults from all over the country might get suitable and effective communication process for the firm to provide effective campaign for the organization (Fill, & Turnbull, 2016). Delivering the effective message to the people an understanding their view on the cocktail walking tour is quite a tough job for the firm to maintain in the campaign. This one is the effective challenges that are being faced by the organization with their launch of the walking tour event in the market. Another challenge that is faced by the firm is to get their work done for the effective use of the process in the events.

To overcome the problem that is being faced by the firm in the campaign is to provide an effective message from the firm to maintain their activity in the field and show valuable working process within the firm (Šeri? et al., 2014). In this, the organization can eventually provide the suitable way of communication to their selected target audiences. The deal with the challenges it is essential for the firm to maintain the effective and the suitable activity within the field and this could be do9ne with the help of suitable communication skill (Batra, & Keller, 2016). The campaign and the message that is spread over the online and the social media is also the effective way to reach to the young adult of the country and also to the tourist of the various part of the world. This is one of the best ways for the firm to maintain their activity and provide the suitable working function within the field. It can be seen that the organization need to maintain their communication level with the target audiences in the most effective and the suitable way to provide their view in the various activities that are being utilized by the organization (Calder et al., 2016). It can be seen that communicating with the target audiences is one of the major challenges for the firm but they have the effective view of the firm to maintain their activity within the field.

Measurement process for promotional strategy success

The marketing objectives of the firm are as follows:

• To increase the value of the tourism industry in the market where the people get suitable and effective walking tour experience with the various kind of food and beverage facilities
• To enhance the awareness of the people regarding the city Perth by showing them the heritage and the finest venue in the country for getting the effective review in the market
• To increase the brand image of the firm in the world tourism market for providing the effective view on the working process that is being utilized by the organization to maintain their activity in the field
• To attract the people of the various group within the market for getting effective growth in the company and to enhance their working function within the field
• To raise the economic condition of the country as well as the organization with the donation along with the suitable price for the walking tour in the city
• To maintain the growth of the firm in an effective way of providing suitable and valuable working function

The campaign of integrated marketing communication will rotate all over the place of the mission for generating the stories among the customers about the place and the venue for the finest cocktail drink. This will help to communicate with the target audiences for providing them the effective view of the surroundings and the activity that is being performed by the firm in the field. The communication objectives for the campaign are as follows:

• To provide the awareness among the people regarding the heritage of the city
• To educate the people about the various place and the nostalgic view of the city and other activity in the field
• To activate general awareness among the people and to enhance the level of communication skill with the other people
• To effectively communicate with the young adults of the country and also tourist to share their view on the various viewpoints on the city
• To ensure that people enjoy the most sophisticated and the suitable evening with the team of Two Feet & a Heartbeat at the nostalgic places

The big idea for the campaign will focus on the walking tour and the activities that are being performed by the activity of the firm. The various tools that are being utilized by the firm to maintain their activity in the field are by the way of online marketing then the sales campaign along with the advertising and the direct marketing (Ots, & Nyilasy, 2015). The organization is getting the effective solution for the firm to maintain their view in the working process for the firm to enhance their business in the market. The help of social media the organization have the ability to select the most effective and the suitable way for performing their activity in the field. This campaign is done on the online platform to reach the global audiences which will help to enhance the operation of the firm and their walking tour events in the city (Blakeman, 2018). The idea for the campaign is quite effective as this will help the firm to create love for the city and maintain the heritage as well as the value of the city in the heart of the people. The approximate budget of the campaign is around 10,000 dollar to set the process and also the tools that are being utilized by the firm.

The campaign is done for the effective usage of the walking facility in the market and this helps them to provide the valuable tour within the city. For this campaign, a various image of the place and the venue that is being selected is shown to attract the customers and also the area by which the walking tour will be continued is being provided. The campaign is having the effective idea for the next generation and for that their logo can be visualized as the next generation walking tour with the cocktail facility that is being provided to the people as the primary part of the tour. The logo clearly shows the campaign idea and the working function of the organization in their cocktail walking tour. It is one of the most effective and the suitable working function within the activity for providing a various working function within the market.

Figure: Logo for the Cocktail Walking Tour Campaign

The marketing communication strategy within the organization help to maintain various working process and the activity within the field. This is effective for the firm to maintain their campaigning activity and the solution to provide the valuable working function within the firm. The marketing communication tools that are generally utilized within the campaign are the internet, advertising, then the sales promotion, public relation, direct marketing, support media as well as the personal selling (Belch et al., 2014). All these are interconnected with each other and they provide the most effective working function for the firm in the country. The primary communication tools that are utilized by the firm are the advertising, internet, sales promotion and direct marketing (Moriarty et al., 2014). The secondary communication tools are the personal selling, public relation along with the media support. Advertising is the process where the organization pay for their products, services and the idea to generate it in the society (Carroll, 2015). It is the cost-effective form of the communication process to share the message and communicate with the large audiences. This is also the effective way for the creation of the brand image of the walking tour organization. The process of advertising is being carried out in the two ways that are the consumer market as well as the professional advertising. The Internet is the best way that is being utilized in the present market to share the view and also to get the effective feedback on the process (Krush et al., 2015). Two feet & a Heartbeat use the social media as their internet communication tool.

With the internet marketing communication process the message can be specified according to the requirement of the customers within the market. The interactive nature of this communication tool allows the great involvement of the people in the activity that is being performed within the campaign (Miller, 2011). For Two feet & a Heartbeat, this is one of the best ways to communicate with their target audiences and get their view on the various acts of the firm. Sales promotion also allow the firm to provide the effective view of the marketing field and the process that is being utilized by the organization. The sales promotion that is being utilized by the organization is customers as well as the trade-oriented (Karjaluoto et al., 2015). For the customer oriented they provide a various coupon for the people that with the group members of above five are provided with the discount and also there are others facilities that are being provided by the firm (Killian, & McManus, 2015). With the help of the sales promotion, the organization Two feet & a Heartbeat have the ability to deal with the competitive market in the industry of travel and tourism. In the direct marketing, the organization directly communicate with the target audiences with the help of various activities. In this, the customers have the ability to generate their response with the organization and provide their view on the products and the services that are being provided by the firm (Finne, & Grönroos, 2017). In this, the organization primarily select their target market and perform the direct marketing on them for providing them the view regarding the various activities within the field.

The firm can effectively use the secondary communication strategy within the market for developing their view and their activity within the field. In the public relation, it can be seen that Two feet & a Heartbeat have the source to use the publicity along with the special publication for the community sources and the activity within the field (Tsekouropoulos et al., 2015). This is essential for the firm to maintain their working process and their action to maintain their campaign. By the help of the public relation communication strategy, the organization can effectively build suitable relation with the buyer and the seller of the process. In this, the sales effort is being targeted for the specific market to maintain the customers of the firm and the products (Keller, 2016). In the person selling the organization is having the most effective and the suitable working function with the firm. The communication strategy is the most effective way to maintain their activity in the field to maintain their process within the field. The working process of the firm is maintaining their activity within the field to maintain their activity in the field for the firm. The campaign that is being utilized by the organization has the effective communication tool for attracting their customers (Kotabe, & Helsen, 2014). This is one of the best ways that help the program to maintain the various working process within the field and to provide the most effective working function to deliver the successful walking tour for the people.

Only a single tool cannot be utilized as the primary part of the marketing communication strategy and this is due to the facts that the firm needs to maintain various activity within the field to provide a suitable working function (Mishra et al., 2014). Communication strategy and the tool is the effective way that helps the organization to share their view with the consumers to expand their brand image and their awareness regarding the products and the services (Petersen et al., 2015). This is one of the best ways that allows the organization to deal with the suitable and effective working function of the field. It can be understood from the various sources that the marketing communication strategy within the organization provides the most effective marketing plan for the firm (Dwivedi, & McDonald, 2018). This eventually allows to develop the business in the world and provide a valuable function to the people. In this case, it can be seen that Two feet & a Heartbeat need to utilize all the process and the tools of marketing communication to effectively maintain their event and also to share the idea and the view of the events with the customers all over the world (Sarapaivanich, & Patterson, 2015). The usability of the communication tools allows the organization to share their message in the vast area and also by every medium where the chances of getting the success of the campaign are maximum. The organization is having the most effective and the suitable working function that can be visualized from the effective communication tools and the process that is being utilized by the firm.

Internet: The primary goal of this activity is in the website conversion and for that monitoring will be done for the number of pages viewed within the website. The tracking will be also done for the completion rate along with the drop-off point of the customers when they are playing the campaign video. The monitoring process for the cost per action within the social media is also be measured along with the runtime of the internet advertisement. Tracking is also required for the number of shares that are being done in the social media sites for promoting the value of the firm.

Advertising: The monitoring of the number of customers who provide a suitable response to the advertisement on the television and the newspaper. The tracking for the number of booking that is being done from the reference of advertisement is also monitored. The number of people actively providing their view after watching the advertisement or reading the newspaper is being measured effectively within the organization.

Public Relation: The collection of data and the statistics and also analyzing them to the outcome of the press release. Maintain suitable and effective communication with the customers and also understanding the increase in the popularity of the places that are being introduced within the campaign. The monitoring is also needed to be done with the working process of the firm and the activities that they have been performed within the organization.

Media support: The organization needs to check their expenditure on the campaign process that is the estimated along with the actual expense. The measurement of the consumers who are viewing the advertisement on the social media and another online platform. The primary measurement for the success of the campaign is being measured with the number of booking and the tour that the organization organized for the Cocktail Walking Tour in the city of Perth.

Conclusion 

The promotional strategy for the Cocktail Walking Tour is the most effective and the suitable one because it helps the firm to increase the product awareness within the market. With the help of this promotional strategy the next generation people along with the tourist will be able to get suitable and the most effective tourism experience. This promotional strategy will eventually help the company to maintain their activity in the field and also to provide the valuable working function within the market. It can be concluded from the paper that the organization is having the most suitable working function and also they have captured the effective market in the tourism industry with their innovative concept. The promotional strategy within the market will help them to upgrade their system and enhance their activity in the field. It is vital for the firm to effectively communicate with their customers and provide the most suitable view on the various actions that are being performed within the organization. The walking tour is the new way of looking the heritage of the city by walking and also by having some food and beverages. The name of the organization Two feet & a Heartbeat justifies its character and their service which is quite unique for the tourism industry to maintain their activity in the field. It is the most suitable and the effective way to maintain their activity in the organizational view of the firm.

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