BOgus Basin

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Promotion

Objectives

• Program Awareness

-In order to reach their target market, they need to focus on their objectives. Bogus Basin first of all needs to focus on making new customers be aware of the programs that they offer.




-Most of Bogus Basin’s marketing budget averaged 6% of total revenues for promoting their ski resort. They need to spend more money on their promotion strategies in order to reach their target market. They’ve only focused on promoting their discount preseason passes known as the “First Tracks.”

-They’ve hired a local advertising agency and a print shop to conceive and produce a variety of marketing communication tools

-In order to provide customers information on the services that they provide, they need to advertise themselves using brochures. .

-Director of skier services and staff made tactical-level product, promotion, and pricing decisions such as adding a new type of ski lesson program, producing new trail maps and brochures.

-They’ve used the promoting technique of direct mail that targeted current and past season holders.

-Bogus Basin used radio, television, and newspaper advertising to reach non-pass holders and newcomers to the Boise area.

They also targeted special mountain events such as races or equipment demonstration days and also were used to announce the start of ski school sessions.

• Program Knowledge

-The second objective Bogus Basin needs to focus on is providing new customers detailed information about their ski resort.

-They need to provide information on the different levels that they offer for beginners, intermediates, and experts. The ski resort has several ski tracks for all levels.

-In order to achieve their promotion objectives and provide knowledge to their customers,, they need to use such tools as ads, sales promotion, public relations, and sales force.

-Bogus Basin uses personal selling to promote its very popular after-school learn-to-ski program for junior and senior high school student. The program was relatively inexpensive for students because it included transportation between Bogus Basin and selected schools, chairlift tickets, lessons, and equipment rentals.

-Bogus Basin also maintained a Website mainly used by skiers to check snow conditions and to learn about upcoming programs and events.

• Program Trial

-The third objective Bogus Basin needs to focus is on having customers try out their ski resort.

-Bogus Basin need to offer discounts or special rates for certain days so that new members can test out the ski tracks and the services that Bogus Basin provides.

-They can offer a single day ticket for adults at the price of one. If the customers are satisfied and have fun at the ski resort, they may want to buy a season pass.

-They can promote by letting any new customers ski for free if they come with a person that already has a season pass.

-Offer new programs and have customers try it out. When the committee recommended a $5.00 ski day, it drew 5,500 visitors to the ski resort.

• Program Repeat

-The final step is to focus on customers purchasing their season passes or daily passes again.

-If Bogus Basin wants to have customers coming back to the ski resort, they will need to do survey on the customers to see what they do or what they do not like about the ski resort.

-Results from the surveys provides Bogus Basin information on what they need to work on to provide customer satisfaction so that they will want to come back to the ski resort.

Conclusion

Based on my Promotional findings, Bogus Basin needs to focus a lot more on their promotion strategy to encourage more customers to try our their ski resort. Since they’re only spending 6% of their revenue on promoting and advertising, they’re not reaching all of their target market. Perhaps they can advertise on billboards, commercials, or magazines. With the Push/Pull marketing tactics that Bogus Basin tried, it’s best that they mainly focus on the Push which is information that is directly delivered to the customers. For example, direct mail and e-mail which are good examples of PUSH information, delivered right to your mailbox. The Web Site that Bogus Basin has is an example of PULL information, for anyone to view as they wish by browsing the address. The Viewer is in control of the PULL.



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