Swot Analysis Of NYC Marketing

Register to read the introduction… As a result, they use the feelings of excitement, energy, diversity, and optimism about NYC to create a brand image. Unlike most destination marketing strategies, NYC Marketing's current marketing strategy is to use the brand equity of New York City to create revenues much like a sports team or the entertainment industry would, by trade marking logos and entering into partnerships or sponsorships with other corporations who are looking to market their product. NYC Marketing's target market is consists of a multitude of segments. One of these segments is the marketing departments of other organizations who are looking for shared marketing opportunities. This broad market is made up of corporations large and small, that can help drive revenues at the same time as bring the New York brand to a new and diverse audience. NYC Marketing also targets other cities to barter advertising spaces and ideas in order to create a complementary product to those individuals who reside in each respective city. Another important segment that NYC Marketing targets is potential tourists and future residents of NYC. They have broken this segment down further and come up with different segments that include: culture buff, extended New Yorker, indulgers, guided tourist, explorer, homebodies, and not for me. Each of these subgroups will need to be targeted to with a different message to fit their needs. New York marketing owns the licensing rights to these agencies and 19 others that are tied to the city. Harnessing these individual brands together gives the agencies as a whole more negotiating power and will garner each individual agency the potential to more exposure. Bringing these agencies together is similar to how sports leagues market each of the franchises together and gaining more revenue for all of the teams. Marketing mix – 4 …show more content…
They make up 16% of NYC's tourist traffic each year. This segment makes an average of 3.7 trips to NYC per year and spends on average $742 per trip. This segment does not mind being seen as a tourist and prefers participating in guided tours. Packages for this segment would focus on the popular tourist attractions NYC offers such as the Empire State Building, Ellis Island, The Statue of Liberty, etc. Again the desire is to increase both the average number of trips made each year and the average spend per trip. The "not for me" segment likes to travel, but NYC is not desirable to them. This segment prefers resort destinations. This segment makes up the smallest amount of NYC tourist traffic at 7%. They make an average of 3.9 trips to NYC per year and spend an average of $1509 per trip. Packages for this segment would be designed to make them a more active visitor segment to NYC. The "not for me" is primarily interested in leisure on vacation. They don't particularly enjoy NYC's energy and they do not enjoy culture on vacation. Therefore, packages for this segment would be offered during the warm summer months and would focus on the relaxing and leisurely attractions that NYC has to offer, such as 5-star accommodations, fine dining and entertainment. The advantage of offering travel packages is the ability to provide something for just about everyone. Itineraries can be custom made to suit the wants and desires of each individual traveler. Also, by focusing on the attractions and activities that each segment finds most desirable, travelers will benefit from the convenience of planning their vacations in advance, making their actual time spent in NYC less stressful. All these advantages will potentially increase the average number of trips made to the city by the various visitor segments. A disadvantage to offering travel packages is that it