Marketing Mix of shiverpool 2

As a small firm Shiverpool has to select its marketing tools carefully and should think first of saving marketing money by using the most appropriate and most efficient way of marketing. Shiverpool uses various marketing techniques effectively to create the awareness about the brand ‘Shiverpool’.

Shiverpool pays more attention towards advertising as through advertising they can persuade and inform the tourists and can also remind people about Shiverpool - The Ghost Tours as a brand. Shiverpool does viral marketing. Kotler defines viral marketing as “The use of pre existing social networks to market the brands”. Shiverpool has its page on social networking website Facebook where the visitors can join and get the alerts and news about the Shiverpool and its tours. There is also a photo section from which the photos of different ghost tours organized by Shiverpool can be downloaded. Shiverpool also use print media to promote itself. Shiverpool distribute broachers and flyers in the hotels of Liverpool to make the visitors aware about Shiverpool and its ghost tours. Internet marketing is the marketing medium of the dreams of small businesses and that is a medium which small firms can use to interact with their target audiences more effectively. The website of Shiverpool is developed by Glow New Media, a Liverpool based award winning web design and digital marketing agency. Shiverpool has very interactive website which offers videos and picture gallery. And within 14 weeks of launching the new website it achieved complete return on investment via online bookings. Visitors can also get all the recent offers and can book their tours through the website. Shiverpool also has mini site on visitliverpool.com and albertdock.com which also provides the information about the Shiverpool and its ghost tours. Shiverpool is also collaborating with the universities in Liverpool to know the number of international students and their nationalities so that they can drive better strategies to target those students and can drive ways of attracting their nation. Shiverpool also do the out of home advertising in which they place their advertising boards on different streets of Liverpool so that the tourists who do not know about it can come to know about the Shiverpool and its ghost tours. Finally Shiverpool is also doing undercover marketing. Undercover Marketing is a marketing concept in which the consumers are not aware that they are being marketed. As the ghost tours of Shiverpool go through the different streets of Liverpool so the people passing by the roads become aware about the Shiverpool and its services. Shiverpool also do shock advertising occasionally in which they adopt different techniques to create the awareness about the Shiverpool and its ghost tours. For example on one Halloween night, john stone the owner of Shiverpool put a black casket on which scary stories about the Halloween night were written on a car and drove through the roads of Liverpool or once an actor of Shiverpool stood in a shopping mall mysteriously wearing a makeup and complete black dress. So by these ways the passerby’s become curious about strange thing happening around them and when they come to know that it is from Shiverpool - The Ghost Tours then it creates the suspense among the viewers to know that what is Shiverpool and what are the ghost tours so they come to the ghost tours organized by Shiverpool to know more about the characters, stories and the history of Liverpool.