Your Questions About Proximity Marketing

James asks…

Marketing Question quick 10 points?

Hi everyone,

I was wondering if I could get some help for a question that I think is going to be in my marketing exam. Now I am not sure exactly how it is going to go but I think the question will be something along the lines of

“you own a small hotel in the local area, a large 5 star hotel group has been given approval to build a large hotel within close proximity to your small hotel. You must re-work your marketing mix to be competitive against this large multinational competitor”

so basically you have to reposition your hotel/motel so that you can be competitive against this larger hotel but with small hotel type of funds.

I was thinking of saying something along the lines of turning ‘my’ place into a small boutique bed and breakfast with only a few suites but it makes up for it with good designs and luxury fittings as well as personalised service. Basically I would be targeting a niche.

Could you help me with some ideas to go with either being part of the 4p’s, the target audience, how i am going to advertise, what I should offer to guests and anything else. It is going to need to be about 6 pages long so as much detail as you can give me would be awesome.

Thank you so much to anyone that can help me and its a quick 10 points.

Valerie answers:

I think you have the right idea. I would spice the place up with cheap decor, that is in price and not quality. The next thing that comes to mind is that if all you are interested is your net profit, then maybe you could arrange a deal with the 5 star that would benefit both of you. For instance you could propose a joint restaurant between the big and small hotel, which would give most of the profits from the sales to you, but you could allow them almost exclusivity with advertising privileges. The location is everything too (of the restaurant). In example you could construct it in such a way that most of the dining tables face some attractive part of your hotel, which should increase the revenue as long as there’s a balance between the price of stay and the attractiveness of the 5 star. There are simple studies to accurately estimate this too ( I can make pretty good heuristic measurements by random sampling, so I am sure others can too). I know this may be more than you wanted, but hope it helps.

Let me know if you need more elaboration because this only took about 3 minutes, so it’s no problem.

Sharon asks…

Will you help me? Survey?

I’m doing a paper on Marketing and I need to know if the “average person” (no offence intended!) knows what Proximity Marketing is. I am trying to gather this information in various ways and thought YA was a great place to get some feedback. Do you know what is and how it works? Will you give me a simple example? Best answer gets 10 points! Thanks!

Valerie answers:

I don’t KNOW what it is, but from it’s name, I’m guessing it would be advertising something near something related to it? If so, it should be effective.

Hmmm. Checked wikipedia. Seems I’m wrong. Don’t think it would work with me: I get hostile when someone rings my cell for no reason, and for advertising, it would make me VERY hostile!

Paul asks…

What is the best alarm system for a Jeep Wrangler (the top stays off most of the time)?

I own a Jeep Wrangler and the top stays off most of the time. I was wondering if anyone new of a good alarm system to install because I will be installing a new after market stereo system. I have heard of proximity alarms that protect if anyone comes within a specific distance, is there such a thing, and if so does it work?

Valerie answers:

A “field disturbance sensor” is what you’re looking for. Here’s one: This isn’t a full alarm, but a sensor unit that can be added to any car alarm. They’re well suited for vehicles like yours, and work very well if installed correctly. The one in the link is a dual-zone model, which means it has a large zone where it will generate a warning chirp if something enters, and a smaller zone that will trigger the full alarm. The Directed sensor above works best with a Directed alarm like the Viper 350HV, or other Viper, Python, Avital, Sidewinder, or Clifford alarms.

Another component to install with the alarm is a battery backup which will keep the alarm functioning even if someone disconnects the car battery. This is important because a potential thief has access to your engine compartment and battery. If you have it installed professionally, make sure a hood pin switch is installed; that’s not always included in basic alarm installations.

Also, add one or more extra sirens under the hood or inside the vehicle under the dash, so a thief can’t easily silence the alarm just by cutting a siren wire.


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