Skip to main content

Marketing stories

Marketing

A core business component, marketing is a broad term which is often used interchangeably with activities including communications, advertising and public relations. Successful attractions of all sizes use this technique to attract customers and increase value.

Academics have differing definitions, however, the Chartered Institute of Marketing (CIM) describes it as “The management process of anticipating, identifying and satisfying customer requirements profitably”. Whilst this gives the impression that marketing is a cross-organisational exercise, in reality, most companies will have a specific team dedicated to coordinating communications.

Marketing has evolved to meet the requirements and better target key audiences over time. One of the most obvious changes is the prominence of digital marketing, such as social media, email, mobile apps and websites.

Advertising is any form of non-personal communication that is transmitted through paid media sources. Larger budgets may utilise advertising avenues such as television commercials, sponsorships and radio advertisements.

Public relations (PR), deals with publicity generated by third parties. high- such as ride and exhibition launches,

Developing marketing activity

Marketers undertake a range of functions including providing customer insight, providing strategic marketing direction and managing marketing communications. When devising any activity, the ‘marketing mix’ factors should be considered, which at its most simple level are product, place, price and promotion.

Communications teams at attractions will organise on-site material including guest information, signage, literature and event promotion.

Marketing news

Most viewed marketing stories

Marketing in depth

Attractions technology
Brand experiences
Brand experiences
Attractions business
Photography

Attractions jobs

  • Museum Director
    Museum Director
    Company:
    Turner's House
    Location:
    Twickenham, UK
    Posted on:
  • BIM Coordinator
    BIM Coordinator
    Company:
    Pico Play Pty Ltd
    Location:
    Gold Coast QLD, Australia
    Posted on:
  • Technical Designer
    Technical Designer
    Company:
    Pico Play Pty Ltd
    Location:
    Hải Dương, Hai Duong, Vietnam
    Posted on:
  • Technical Designer
    Technical Designer
    Company:
    Pico Play Pty Ltd
    Location:
    Kuala Lumpur, Malaysia
    Posted on:
  • Project Manager
    Project Manager
    Company:
    Pico Play Pty Ltd
    Location:
    Kuala Lumpur, Malaysia
    Posted on:

Your web browser is out of date. Update your browser for more security, speed and the best experience on this site.

Find out how to update