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A company's product, image, and brand is visible with each touch-point the company has with its public - whether guest or customer, financial institution, or government agency. The messaging at each point of a customer interaction should be as cohesive with other interactions for best and lasting impressions.
Consumers today have a diversity of places where they may enjoy their leisure time such as retail centers, restaurants, nightclubs, museums, family entertainment centers, theaters, sport facilities, theme parks, themed attractions, themed entertainment, museums and science centers, among many others. We have also seen a return to urban entertainment districts, historic districts, and the "great streets" of vibrant urban locations. All these places and their products compete for a consumer's time and attention.
Today's wordly consumer, from child to retiree, has experienced quality live performances, movies, restaurants, and theme parks. Each person, each "end user" in this vast "theme park generation" is a sophisticated master of his or her own lifestyle and technological basis. During each person's leisure time, their personal time with children, parents, extended family, spouse, and friends and associates, is the whole point - the "shared experience". We all want to seek or feel satisfaction with the quality of our relationships and the quality of our leisure-time.
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Strategic Marketing Elements
Adventure Studios embraces the strategic marketing view of each assignment or project we engage. We seek what Peter Drucker has called "seeking the sustainable competitive advantage. Creating a project or product with unique attributes is a means of assuring maximum investment return and asset value. Adventure Studios also seeks to apply "pragmatic creativity," recognizing that cutting-edge product ideas must be implementable within financial objectives and investor expectations.
In the end, strategic marketing includes four functional areas: 1) having something for people to buy (product), 2) finding people who will buy (place), 3) encouraging people to buy (promotion), 4) and providing value (price). Together, these objectives form a basis of strategic marketing.
The strategic marketing view is important, since a product is more than a person, place or thing. A project or product is only what the project represents in the customer's mind. Nothing is more important to a marketing strategy than the "product concept". When Nike was in its prime, and still somewhat true today, as young kids laced up a new pair of Nikes they weren't putting on new shoes - they were buying into an entire aspirational lifestyle of the Nike product - Michael Jordan, athletic excellent, etc. All embodied and communicated by Nike as "Just Do It."
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