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Methods to be used for Consumer Research

We will use both quantitative and qualitative techniques to conduct consumer research. Marketing will be able to learn more about the wants and answers of the consumer thanks to the two ways. Both ask questions in a comparable manner (peekage, 2022). Even though both are expensive, our theme park faces a serious problem, and just a successful relaunch pivots on understanding what the target audience would find interesting.

Quantitative analysis

Quantitative research uses numbers to answer the "how many" & "how much" questions. Quantitative research is more statistically valid. It is frequently applied to bigger samples in interrelationships and in patterns in customer behavior or profile. This can be achieved through surveys. Surveys may contain either open-ended or closed-ended questions. They can be sent via email, phone, order portal, or in person, depending on the format (peekage, 2022). It is crucial to be aware of the information needed from customers up front, as well as the goals of the survey.

To confirm that the interview flows naturally, the employer should be well-prepared with a range of questions. Additionally, the interviewer will need to be ready to subtly return to some crucial questions without misleading the interviewee (Team, 2020). Another method is to employ social media listening. Social media listening is the process of keeping tabs on the internet reputation of your company or its goods. You can acquire real-time data about what your customers are posting online with social media listening technologies. In order to seem as natural as possible during the interview, the interviewer should have been prepared with questions on a variety of subjects (peekage, 2022).

Qualitative Analysis

We want to comprehend how some consumers act a certain way and how they'll respond to a development or a new product, thus we do qualitative research. Research on qualitative consumer insights needs appropriate individuals, not a lot of them. Focus groups and surveys can both be utilized in qualitative research. User interviews can be conducted individually over the phone, online, or in person. You can get direct customer feedback by conducting structured, semi-structured, or unstructured interviews. 6 to 9 people make up the focus group, which meets for 2 hours to explore various subjects. A moderator gives the participants feedback and gathers information for consumer research during focus groups (peekage, 2022). It will be fascinating to see how people's viewpoints shift when a new approach is offered.

Conventional Marketing Techniques

Marketing initiatives should focus on Generation Z & Millennials in order to thrive. The average age of a theme park visitor, which includes both generations, is between 18 and 29. Around 46% of theme park visitors are made up of these visitors(Lister, 2022). If done appropriately, TV, radio, and the outdoor advertising can help us reach today's generation and millennials, as well as generation X.

Using strategies for external marketing

Traditional marketing generally does not produce a promising response from the complex generations, while advertising on billboards and other outdoor venues does. The Gen Z generation can be successfully reached using billboards and other outdoor venues like mobile billboards, digital and interactive panels, augmented reality displays, street-lined lamp posts, bridges, and transit advertising (Astoria, 2022). For the benefit of safety of the location, our theme park should generate a marketing initiative that makes use of mobile billboards or transit adverting.

By developing a genuine campaign that stresses sustainable recycling programs, adopting LED lighting fixtures, using green energy to power rides and buildings, buying green electricity, converting food waste to generate energy, and using recycled water for irrigation techniques (forrec, 2019) at our theme park, we can capture the attention of the major peer group. This type of publicizing offers a huge audience and a improved rate of return (forrec, 2019). According to Haider, consumer boredom could arise if they have seen the advertisement so often that it has become part of their background image. Haider states, "to avoid this, a revolving advertising strategy should be taken into consideration" (Haider, 2017).

Radio

Gen Z is far more likely to watch television and listen to the radio than prior generations. While 93% of millennials listen on average 11 hours each week, 78% of Gen Z listens on AM/FM broadcast and is attached to the messaging they get. Radio offers a dependable resource that is real and personal. Radio also has the advantage of introducing Gen Z to the romanticism(ypulse, 2019) associated with it, which will help our park in the future. This has a far wider audience than most because its shows are accessible on a variety of platforms. Traditional broadcast or satellite broadcasting are two of the few options available to folks who can only listen to audio while driving. An example would be Alexa (virtual personal assistant) that is situated on the desk broadcasting a local station as the text is being written. The advertisement should be directed at news outlets with only a audience there in Gen X to Z age range to enhance the campaign's power.

Television

Gen Z and Millennials won't watch traditional television, but you can utilize TV to reach them (ypulse, 2019). We will need to adjust our approach to accommodate streaming through televisions. By concentrating on streaming while the TV business moves away from broadcast television, we can gain market share (TEDDER, 2022). The percentage of Gen Z users who have cable television connections is over 70%. 54 percent of those surveyed say they have no problem viewing television commercials as long because they are pertinent to them. The reach of television marketing is better than that of print and radio, and it also has the drawback of being more expensive (ypulse, 2019).

Digital Advertising Tactics

By setting up an Instagram or Facebook Reels, or Byte and Dubmash channels, you may engross the board group with content. These app's supported advertisement can indorse our channel or website. These apps provide several video categories, including attraction, music, advertising, and audience reactions. Every video doesn't have to distillate on a solo type. Videos for parks should be made to lure guests and display happy people, as well as to capture the longing of both the park and possible consumers (koronapos, 2021). Let's give the audience a sense of luxury and warmth. A cross-promotional strategy of several videos can result in a strong narrative. Utilizing Instagram or Facebook Reels, or Byte and Dubmash channels offers the benefit of having no channel costs, and since production should look natural, it should be cheap (koronapos, 2021). The disadvantage is that new concepts will need to continually flood in for the content to be appropriate. There shouldn't be a long break between new videos.

A Virtual Mobile Gams

Our objective is to create virtual mobile games that can be shown in several apps on the consumer's cell phone. Younger players will be the target demographic for the virtual mobile games, which will give them a guided 3 -d tour of our theme park. They will be able to view virtual representations of the rides, performances, shopping and characters. Users must have the flexibility of choose a path through the park to see everything that our park has to offer. The target group of this market is not the parents in this example but rather the parent's child. With a virtual app we will be developing a new fan base.

Optimization for search engines

Our webpage will be search engine optimized (SEO). Discover the Magic, Family Entertainment, Amusement Park and Free Parking will be our keywords. These keywords are not very universal and will permit the parks to appear in any of searches led to their selection. All the words were chosen since they all relate to topics or events present the park. We want to be known as an alternative when people are looking for for breaks because we have the utmost brand in the area. Even though SEO is expensive, the extra traffic flow that is sent our way will depend on search terms and boosted sales.

Most Effective in Branding

The most effective marketing strategy for our park appears to be Utilizing Instagram or Facebook Reels, or Byte and Dubmash channels offers. These techniques will drive visitors to other social media sites in combination to increase website traffic flow. When something seems to be working, we must instantly adopt it to take advantage of benefits. Using this approach, marketing can also be positively accomplished. The opportunity to think on various material in one site allows our customers to pick the features of park that they want. Using this program, the park can be accurately banded in several different ways. TV nor radio ads can precisely target those who are not impacted by internet marketing.

Risk Management Techniques

Keep in mind that not only in our park but also at other parks, we had an incident that was properly inspected, explored, and mitigated. We must anticipate having fun and delighting in ourselves at a theme park. By concentrating on the delight and fun of the park, we can control the anticipation that it is still entertaining. The incident and its effects on our visitors had an influence on park personnel as well, but the park has also undergone modifications as a result of the course corrections taken. They are likely to be confused, and some may think the adjustments are too drastic, while others may think they are not enough. Any position taken by the employee must be supported by the park. The business must investigate every issue brought up by the staff and promptly address any complaints. We are not necessarily out of the woods based on our reaction. Groups that have historically traveled to the area, including organizations or schools, may formally or informally boycott the area. We will need to dispel their doubts in order to persuade the populace and indeed the administration that the parks is secure.

Legal and Moral Concerns

We are certain to draw attention as the park reopens. There may be legal action related to the incident now that we are reopening. As a result, there will still be a bad reputation to overcome. Accepting responsibility for the attack and recognizing the park's willingness to make amends might help a lot in eradicating this unfavorable perception. An agreement with the materials) might also be advantageous since, if properly written, that would be less newsworthy. Additionally, moral issues will surface, such as whether it's appropriate for the park to reopen, whether it's too soon, and whether it's placing profits ahead of people. Each of these queries has an excellent response. In both situations, we must communicate the obvious truththat, based on our prior safety records, our attractions are overwhelmingly secure. Additionally, we carefully considered everything and, whenever possible, erred on the conservative side. The park was secure; however, we did experience an awful occurrence from which we learned. U.S. Park Southeast regrets the circumstance, but certainly won't letting things define who we are.

References

Astoria, D. (2022, March 15). forbes. Retrieved from Outdoor Advertising To Broadcast Your Brand: Is It Right For You?: https://www.forbes.com/sites/forbestechcouncil/2022/03/15/outdoor-advertising-to-broadcast-your-brand-is-it-right-for-you

forrec. (2019, July 26). forrec. Retrieved from Substainability in Theme Parks: https://forrec.com/sustainability-in-theme-parks

Haider, T. (2017). abacademies. Retrieved from Business Studies Journal: https://www.abacademies.org/

koronapos. (2021, October 11). koronapos. Retrieved from Amusement Park Marketing Strategies: Attract More Theme Park Visitors: https://koronapos.com/blog/amusement-park-marketing/

Lister, M. (2022, May 23). wordstream. Retrieved from Generational Marketing: How to Target Millennials, Gen X, & Boomers: https://www.wordstream.com/blog/ws/generational-marketing-tactics

peekage. (2022, March 10). peekage. Retrieved from Seven Consumer Research Methods; 2022 Version: https://peekage.com/blog/consumer-research-methods

Team, I. E. (2020, August 6). Indeed. Retrieved from A Complete Guide to the Interview Process: https://www.indeed.com/career-advice/interviewing/interview-process

TEDDER, M. (2022, January 18). the street. Retrieved from Does Anyone Still Watch Broadcast TV? (And What that Means for Disney, Comcast, ViacomCBS and Fox): https://www.thestreet.com/investing/does-anyone-still-watch-broadcast-tv

ypulse. (2019, Aug 5). ypulse. Retrieved from How Gen Z is Watching TV & Video Right Now, In 5 Stats: https://www.ypulse.com/article/2019/08/05/how-gen-z-is-watching-tv-video-right-now-in-5-stats