How Thorpe Park markets Swarm
One of the techniques used by Thorpe Park to market their rides is influencing buyer behaviour. Influencing buyer behaviour is when businesses change things around their product to try and get customers to purchase their product or service. For example Thorpe Park may lower their prices during the autumn because that is when their repeat purchase declines. This may encourage customers to go because Thorpe Park usually doesn’t sell their tickets at this price; they will also know that they are getting a good deal from this because Thorpe Park is actually worth more than that.
Thorpe Park could also influence buyer behaviour through using celebrity endorsements by making the theme park look fun, cool and enjoyable place to go, by doing so they are building up their brand image as well. This may influence consumers and may draw them to the park because of the way Thorpe Park has presented themselves through their brand image.
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Another technique which Thorpe Park could use to market their product is brand building. Thorpe Park could build up their brand so that they can get more customers by using celebrity endorsements.
For example they could give celebrities free tickets to Thorpe Park in exchange of them promoting and telling people how amazing the rides are etc. Once people hear and see how amazing Thorpe Park is, Thorpe Park will start to see more people coming to Thorpe Park. This will help them build up a good brand image because of the popularity of the celebrities. Thorpe Park could also use celebrities from well-known movies or programmes to influence buyer behaviour and create a certain brand image which allows Thorpe Park to have an effect on consumer’s choice.
Evaluating the techniques I will be analysing the way Thorpe Park uses colours, sounds, duration, ability to target market, message and reference to product in their advert to build up their brand also influence buyer behaviour. I’ll be ranking in the order which I think Thorpe Park uses best in their advert. Colours 9/10 Sounds 8/10 Duration 10/10 Message 8/10 Ability to target market 7/10 Reference to product 7/10 1. Thorpe used colours really well in their advert, they made it link to their theme.
They used dark/ greyish colours to create the mood and tension in their advert. This enabled the audience to watch it and question what’s going to happen next. It’s important for Thorpe Park to be successful in this area of the advert to have a successful campaign; if not the businesses advertisement wouldn’t be worthwhile and have no effect on the business by not increasing sales or visitors. 2. Ability to target market is would be no. 1 because they used young people a lot in their advert which is who they are aiming at.
They also made the advert appeal to their audience. For example when the swarm goes through the billboard and boy is screaming it makes the ride look scary because it seems like you’re going to crash and seeing that adrenaline and scared look on his face may convince them enough to try out the Swarm ride. 3. Reference to product will be in second place because they’re main focus is to promote the ride and they need to give the audience a visual image of the ride so they know what they are going on.
However others may say that’s not how Thorpe Park looks when you get because they’ve exaggerated the scenery to go with the theme of their advert. 4. Duration is just the right length because of Thorpe Parks target audience (teenagers/ young adults). The advert is short and to the point. If the advert was longer, the audience may not pay attention as they are easily distracted. However the beginning is a 5. The message is very clear to the audience.
The message tells the audience that it is a thrilling but fine ride you don’t want to miss out on. It also gives you a bit of history on what the ride was based on (alien invasion). They delivered the message well to their audience so it doesn’t leave them guessing what was this about? 6. I think the music in the background worked well in certain areas. For example when he’s taken on the ride the rock music works well with it but I think near the end they should’ve brought back down to the tensed music in the beginning.