Business Analysis and ROI

      When developing a marketing strategy for a client there are several things to keep in mind that the client will want to see. The main thing for businesses is what the Return on Investment (ROI) for the actual marketing campaign is. Business owners need to know what to expect out of the campaign and see if it is a positive generator for the company and turns a profit. The marketing company has to be sure to include all of the potential costs associated with a marketing campaign, which will include fixed costs such as salaries, technology, advertising, marketing, communication channels, legal, insurance and licensing fees. The client must know about the variable costs associated with the campaign as well, which includes costs of materials and supplies, customer service and direct labor costs. Overall the client would look at the marketing report to show what the marketing campaigns performance will be, potential savings and estimated costs before making a decision.

     When capturing the client’s attention, I can show how effective the marketing campaign is going to be five years out from the initial launch. The ROI summary for the five years can show how the gross revenue from the marketing campaign will increase over the years and what to expect out of the entire campaign from a money standpoint. Using analytics can help measure the ROI from the marketing campaign. I can leverage technology to the marketing teams advantage by combining quantitative and qualitative measurements that can capture the potential metrics of the marketing campaign once the campaign has started. These measurement tools will give the client what the website visitors, click-through numbers, customer complaints, comments and interactions between all of the digital media platforms the campaign is running on. The numbers from these analytic tools give a great understanding of who the campaign’s audience is and how can the marketing team segment them and reach new markets at the same time.

     The overall point to the marketing strategy is to make money but beyond that the marketing team wants to enhance and promote the businesses image and Intellectual Property. It is important for the client to know where the spending will occur for the marketing campaign and this is justified by showing the value of the campaign with the ROI information. As a marketing expert, it is important to use the marketing team to showcase the marketing campaign and show why the client’s decision to use this plan is maximized from a sales prospective with its high ROI. It is essential to clearly lay out how the marketing team plans on measuring the marketing campaign and what success will look like. Technology has allowed us to measure any data on a mobile level and 24/7 giving faster time to alter, change and reflect upon the campaign.

  

Sources:

Answers Research (2011). Quantitative VS. Qualitative. Retrieved August 28, 2013, from http://www.answersresearch.com/article9.php

Experience the Most High-Tech Hockey Arena in all of Sports

Statement From the Team’s Marketing Group Leader – Kyle Thompson

     This statement and outline shows how wireless technology has improved the hockey experience at your local NHL hockey arena. The goal for this NHL team is to give something back to the loyal fans that have supported the team with all of their dedication over the years even through the losing and disappointing moments. As a way for this sports entity to give back to the loyal season ticket holders I have met with the team president, team owner and stakeholders to develop an enhanced Wi-Fi network using WiMAX. This network has special perks and advantages for the season ticket holder beyond staying connected with the outside world. Utilizing an enhanced Wi-Fi presence with the addition of more antennae’s and access points gives this arena that ultimate fan experience that keeps the season ticket holders engaged and coming back for more. This will also help in bringing in new fans to the games as the home field advantage can be strengthened with more fans causing increased noise and support.

     While this is a business, this hockey team considers the season ticket holders to be family. While nurturing that family relationship we are paying attention to what the fans want and need. After reviewing the completed surveys the season ticket holders turned in at the end of the last season, we have listened to your concerns. We feel connectivity was the top concern and definitely something that needed to be fixed. When we upgraded our arena during the off-season we felt this was the perfect opportunity to increase the digital presence while at the game. As season ticket holders come to the games next season, we all look forward to what the season ticket holder is experiencing and enjoying while at the newly connected arena. With the new and improved Wi-Fi in place, the season ticket holder can renew their childhood memories and passion for the games with everything at their fingertips with the new wireless network. 

     Below is a brief outline on what to expect with the purchase of your season tickets. As you read what has been added to the game experience through the Wi-Fi network we personally want to thank you for your continued support and look forward to you gaining new memories and friends while at the games.

1. Complete network coverage throughout the arena. Regardless of where you are in the arena or even outside the arena for that matter, season ticket holders can experience complete connectivity to the outside world of sports with integrated Wi-Fi throughout the arena. This is enhanced with content that is available during the game that is exclusive to season ticket holders attending that game with alternative viewing angles and camera options.

2. As a season ticket holder, the new season ticket passes distributed will include a RF chip embedded in the pass. This pass will allow for quicker entry/exit at the arena and allows the season ticket holder to get additional perks and coupons when the season tickets are being scanned.

3. The new wireless technology will allow the entire arena to track and know your whereabouts. This will allow the arena to present special advertisements, discounts and rewards instantly as the season ticket holder goes around the arena. This will be utilized as a downloadable application on cell phones, smart-phones and tablets that is available only for season ticket holders. As the season ticket holder transverses around the arena, this app will immediately know where you are and what deals to present you with.

4. Virtual reality rooms within the arena that utilizes the latest 3-D technology. Season ticket holders can use these virtual reality rooms as a way of showing off their hockey skills as they play against hockey legends in a holographic 3-D imagery room. Using this technology is something the fan just can’t get at home and is developed especially for the season ticket holder in mind as presenting their special season ticket pass will allow immediate access to the room regardless of the wait time or line in place.  

*Fictional NHL arena and story. For class assignment only*