Trying To Do Business In A Quake Zone: Christchurch And Canterbury Tourism Case Study Sample
Christchurch and Canterbury Tourism can enhance emotional appeal to their customers by utilizing integrated marketing communication mix. Integrated marketing communication mix is a marketing strategy geared towards enhancing business success through incorporating the four C’s namely consumer, cost, convenience and communication. In the underlying situation where Christchurch and Canterbury tourism focus on emotional appeal to its customers to bring them back to their business, it is important to integrate the four C’s (Kotler 2000).
First, since Christchurch and Canterbury tourism customers have fear following the continuous earth quakes in the area, it is important to invest more on communication strategies such advertising, public relations, direct marketing and trade shows among many others (Bothma 2003). The main objective of using these strategies is to convince the customers on the current developments that the two have carried to ensure that customers are safe in the cities. For instance, Christchurch and Canterbury can make use direct marketing and advertising to offer an emotional appeal to its customers by communicate the message from GNS Science. The message reveals that there is only 3 per cent chance of a magnitude of 6 or above earth quake striking the cities in the next year. With such a message, Christchurch and Canterbury can bring back the customers to their businesses emotionally.
Percy (2008) reveals that, best way to ensure the creativity strategy succeeds then Christchurch and Canterbury Tourism need to incorporate all the communication tools with great focus towards the a common objective of enhancing emotional appeal to the customers. However, to ensure efficiency in the use of integrated marketing communication, it is important for the two to link all the communication tools carefully in harmony.
Bothma, N., 2003. Integrated marketing communication. Claremont, South Africa: New Africa Books.
Kotler, P., 2000. Marketing management (Millennium ed.). Upper Saddle River, N.J.: Prentice Hall.
Percy, L., 2008. Strategic integrated marketing communication: Theory and practice. Amsterdam: Butterworth-Heinemann.
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