Marketing Plan for Buffalo, Wyo., Chamber of Commerce.
The Buffalo chamber of commerce is a public organization that plays the role of marketing the historic area of Buffalo, an excellent location for tourism, home and business. This phase two of Buffalo’s marketing plan will try to point out the potentiality of this area to enhance the tourism activities and to widen its market. The marketing plan broadly touches on the specified areas of phase two.
Product
The core product of the Buffalo chamber is the rich historic sites that it posses which are very attractive to people touring Wyoming. The presence of the Jim Gatchell Memorial Museum that boasts many pieces from the Old West is a good site of celebrating the legendary history of this area. This museum is open throughout the year, which makes it a perfect place to learn more about history of the area. Other core products in this area are camping, hiking, backpacking, ATV riding and nature trailing which are inspired by the rich historic sceneries. At Buffalo chamber there are facilitating products that ensure that the core product is enjoyed to the maximum. One of these products is the Big Horn National Forest that facilitates recreational camping and hiking activities. There is also the Mountain plains Heritage Park which provides room for the long, marked nature trails. Buffalo is located in an easily accessible area with vast transportation networks which help connect with the major cities.
The supporting products in Buffalo which can be combined with the core products are quite a number. The Buffalo city park boasts to have the largest free outdoor swimming pool with tennis courts and playgrounds for children which are very attractive especially during summer. Buffalo chamber also has a public golf course which is very striking to the golf enthusiasts who tour this area. The presence of Clear Creek Walking Trail is another supporting product that ensures that people who tour this area get a chance of having a better site of the very beautiful sceneries that Buffalo offers. Another supporting product is the occidental hotel saloon and restaurant which is located in the ancient museum building, this creates the old times setting for the people. The nearby Yellowstone national park adds to the list of supporting product of the Buffalo chamber. The augmented product in this area includes the Buffalo theatre, antique shopping, the music jam session which involves performances by all musicians in Wyoming, art galleries and downtown shopping.
Price
At the Buffalo chamber the prices of products are cheaper compared to other tourists’ destinations in this region. Buffalo uses cost efficiency and differentiation of the products to ensure that the consumers obtain the highest utility after consumption of their products. The average cost per visitor is estimated to be $ 357 which is a reasonable price comparing the vast products in the area and its serenity.
Distribution
The distribution of the products offered at Buffalo is done using several means of delivery. There is use of the commercials playing in SD and also using the hotel rooms’ standard channel for hotels which conveys information about the variety of products available at Buffalo to the interested visitors. They also use the print media to distribute their products to different locations by use of brochures, mailings, e-brochures and packets. Buffalo also undertakes massive product’s campaign to reach a wider market, for instance the West campaign which boosted its market levels. Lastly, there is use of the website to distribute their products to people across the world but this method is under review by the management.
Promotion
The Buffalo chamber partners with different organizations in ensuring that there is sufficient product promotion of their variety of products. Some of these organizations include the Johnson County Lodging Association, Big Horn Mountain Coalition, Buffalo Downtown Main Street and the Discover Historic Buffalo organization. Together with these organizations they undertake projects to help in promoting the Buffalo chamber.
Advertising
Buffalo undertakes aggressive advertisement of its diverse products through several differentiated methods. It uses the internet, the hotel channels and billboards to sell their products to the potential visitors.
Personal Selling
Buffalo uses other stakeholders in selling its brand products, for instance the Rocky Mountain International (RMI) which coordinates and markets tourism activities in Wyoming and other regions. At Buffalo sales promotions are carried out to enhance product sales, the one night stay is one of kind to encourage one night visitors to this place. The public relations of Buffalo are quite high because it works together with the neighborhood and also creates publicity to other areas across the globe (Wyoming Office of Tourism, 2012).
Target Market Objectives
The target market objectives of Buffalo are short term and long term, one of the short term objectives is to improve the trail system so as to increase the levels of outdoor visitors to this area. It also hopes to expand the market so as to be able to serve a larger number of visitors throughout the year. The long term market objective is to make Buffalo a world class destination to tourists across the planet.
Financial
The financial objective of Buffalo chamber is to increase the cost of trips in order to replicate the marketing efforts applied and at the same time to earn the needed finance for the purpose of sustaining the organization.
Marketing
The marketing objective of Buffalo is to obtain and maintain overnight visitors in their premises so as to achieve their long term goals. This explains the need for Buffalo to focus on people with high propensity to consume, that is, people who are willing and able to afford these overnight visitations.
References
Strategic Marketing and Research, Inc. (2011). 2011 Overnight Visitor Research.
Wyoming Office of Tourism (2012). 2013 Co-op Media Kit.
