Theme Park Marketing

Last week we had the lesson about Marketing in Theme Park and I learned that concentrating on the quality of service, managing theme park operation, or spatial innovation (expanding the concept of theme park into a leisure complex) are not enough to have a healthy and profitable business. Another crucial and indispensable element is making your Theme Park popular among guests, which means developing a structured approach to marketing in both tactical (short term run) and strategic level (long term run). 

My Space Theme Park’s marketing strategy will be started by a marketing plan as a draft about what are we going to do to make our Theme Park a famous destination for guests all around the world. In the beginning, the marketing plan will help us to indentify the target market segmentation which includes people who are potential customers for the Theme Park. Apparently, a trip to Space Theme Park is not for everyone. So basically, our target market is the upper uppers class of the society who are the wealthiest people and very difficult to be pleased. Also, we are going to divide them into different segmentations according to their age, occupation, and income in order to communicate, identify, anticipate, and eventually satisfy their needs and wants. For example, during the Space Theme Park visit, a CEO or a successful entrepreneur values internet connection in the outer space the most because they want to check their business emails every single moment. On the other hand, a young and famous celebrity may place more expectation on luxurious amenities such as spas and gyms.  By acknowledging the difference among market segmentations, Space Theme Park marketing strategy can be developed in a more complete way.

After finishing the marketing plan, we will apply Diversification Marketing Strategy for our Theme Park. Obviously, the Space Theme Park provides the new market (upper uppers social class) with a completely brand new product (the genuine experience of a astronaut). We are not going to spend a lot of money on advertising but we appreciate the importance of word-of-mouth channel of information. Have you ever wondered why Lamborghini doesn’t have any advertisements? Because their customers (the most successful and richest people) don’t have time to watch commercials! The similar thing happens to the Space Theme Park. That’s the reason why we are going to take advantage of the word-of-mouth recommendation to make traveling to the Space Theme Park a trend among the wealthiest layer of the society. And I strongly believe that this marketing strategy will be very effective.