Communication Strategies: Online And Online Marketing

Communication Strategy

The communication strategy will be fourfold and will incorporate, online and offline marketing, online marketing will incorporate social media and also websites on which potential customers use to make decisions on where they will spend their leisure time. Offline methods will also be used, such as billboards renting ad space in magazines, radio stations and sometimes television advertising. Another form of communication will be public relations, which will be used as a cheap way of gaining media coverage about visiting artists. Internal communication will be an important process in the re branding of the venue, existing o2 customers must be informed of the change in name and how the change effects their rights to

“further analysed that this gap is filled by the emergence of online marketing system. It allows the customers to interact with the organisation in the real time manner and monitor their needs and wants more closely. The online marketing technique is flexible as well. The customers are not imposed and junked in information whether they are interested in the product or not like mass media marketing communication tools do”. (Merlo 2011)

So when an act will come to the 3arena marketers will be able to target the fans any act they wish to through social media.

Fans also use google to search for upcoming events and also for information on bands or acts that they follow; ensuring that an upcoming concert features in the first few results in a search is a key way of making potential customers aware of upcoming events at the arena.

Armstrong, et al (2009) “examined that the interested customers find out the information required through the search engines. When customers are interested in the products

According to (The Economist, 2010) “PR has done well in part because it is often cheaper than mass advertising campaigns. Its impact, in the form of favourable coverage in the media or online, can also be more easily measured”.

Internal marketing

It will be important to let O2 customers know how the change in sponsorship affects them this can be done by informing them of any changes in their rights to priority ticket purchases or to simply inform them that there has been no change and they are entitled to the same conditions there original contract promised them. Put simple customers will need to be reassured.

According to (O’Connell, 2014) 3 and O2 combined now control 37.5 per cent of the Irish mobile phone market. This is a massive proportion of the population considering it is said that there are now more mobile phones then people in the country, in any way it is more than a third of the mobile phone market and the authors of this report feel it must continue to be a source of marketing for the venue. This will continue to be done through text messaging customers and the use of the O2 priority moments app which allows customers to have priority bookings for events at the arena, 3 will obviously follow suit with their own version of the