Case Study Sail Peoria
This section will consist of the recommendations for Sail Peoria based on the findings and discussion section, the market drivers from the market assessment, and the strategic implications from the organizational profile.
Recommendations for Brand Awareness
From our survey we determined that 89.4% of participants were not familiar with Sail Peoria at all. Based on this, we recommend that Sail Peoria’s marketing strategy should focus on brand awareness. In selecting where to market, Sail Peoria needs to first look at who their target market is and where they get their information. Our survey results show that individuals over 50 are the most interested in sailing tours, cruises, and lessons. We were also able to determine that as age increases,
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Our survey revealed that customers are interested in sightseeing, scenery, wildlife and nature, and learning about things on the water. In these advertisements, Sail Peoria needs to let the customers know that if this is what they are looking for, Sail Peoria is the place to go.
Sail Peoria’s presence on social media should continue without the paid advertisements. Even though many of the target audience doesn’t use it for information many of their customers will still use it. An organic approach will allow Sail Peoria to connect with customers after their cruise and allow them to share their experience through pictures and videos. This will be a more cost effective way to reach the group of customers more interested and capable of doing business with Sail Peoria and allow customers to be in charge of online awareness through word-of-mouth via social media sites (i.e. Facebook).
Recommendations for Customer
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In the previous season, lessons were the largest source of revenue and are an activity that encourages customers to come back and continue their sailing education. Due to this and our survey showing 41.7% of respondents having an interest in sailing lessons, we recommend that Sail Peoria makes a connection between the cruises and lessons. When customers are trying to sail themselves or when the end of the cruise is approaching, it is important for Sail Peoria to inform the customers of the available lessons and provide them with a discount coupon. This will bring customers into the classroom who previously would not have, creating more return customers and therefore heightened
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