Introduction
A marketing plan
can make or break the overall success of a product or service. The way that
fire services has both failed as well as succeeded with their different
marketing techniques is a good example and the things that should and should
not be done when trying to carry out a successful marketing plan. The movie
Warrior’s failure to attract an audience used the excuse that America wasn’t ready
for MMA. Taking a look back, it seems that it may have been the marketing teams
fault more than Americas. Each of these examples are great to look back and
learn from for any marketing plans that are created in the future.
Marketing
Plans
A marketing plan
is a company’s action program that details the strategy that they are using or
planning to use. The strategy can be for one specific product or an entire line
of products, depending on how individualized the plan is. The plan should be a “fully
detailed analysis of the market you are participating in, strategies you’ll
employ and the tactics for executing these strategies” (MarketingPlan.net, 2011). The marketing plan
can make or break the level of success that a product or service achieves. A
lot of time, effort, and energy should be placed into a marketing plan because
of the impact it has.
Fire
Services
The marketing
plan for Fire Services was successful for many different reasons. They looked
at their services as a whole and tried to utilize every aspect of the service
in their marketing plan. Respected speaker on fire services marketing Ben May
stated “how we perform our job, our uniforms, our apparatus, our public
appearance, and non emergency public exposure all market us to the community” (Hyden, 2011). His ability to see
fire service as a concept reinvents the way that they go about doing their
marketing.
Fire services
start with their strategic plan and develop their marketing plan from that.
This enables the fire service provider to keep the original vision in mind. They
utilize the strategic plan as a navigation tool for the marketing that they do.
This is a good example of how including all of the aspects of the product or
service that you are creating a marketing plan for can lead to the overall
success of the product or service itself.
In the same
article, reasons that marketing attempts have failed in the past is
highlighted. The major reason for marketing failure has been company’s
inability to separate marketing from selling. They detail how the modern day
marketing techniques that are used are a relatively new concept. Where, in the
past things have been sold because we need them to meet our everyday needs, the
newer marketing is geared towards meeting needs and wants and reaching out for
people disposable incomes as well.
This is a good example of the fact that
knowing the strategic plan and using it to implement your marketing plan is
key. If the right elements of a product or service fail to be built on, it has
the potential to compromise any marketing efforts that have been put together
by the company. From the examples, it is obvious that what is chosen to be in
the marketing plan is essential. An
extensive and well thought out marketing plan is imperative to the success of
any product or service.
Warrior
A recent movie
that was dubbed a failure by critics alike was called Warrior. Part of the
reason that led the movie to be a failure was MMA’s lack of mainstream appeal.
The movie was about MMA fighting. It was concluded that the public just wasn’t into
the idea of MMA fighting enough to take an interest in going to see a movie
about it.
Instead of being a breakout movie to introduce
MMA to a broader audience, it ending up flat out failing miserably. This could
have been the marketing teams fault because they failed to spike the public’s curiosity
about the emerging sport. It could also be that people just aren’t interested
in cage fighting. Nevertheless, the movies marketing team was unsuccessful in
securing the markets interest and the movie’s box office debut turned out to be
a disaster.
The more saddening
truth about the movie is that its marketing team had a budget of $45 million
dollars (Snowden,
2011).
Contrary to the title of the article “Does Warrior’s Box Office Failure Show
The Mainstreams Still Not Ready for MMA And The UFC” (Snowden,
2011),
there is a lot of contradictory evidence that we have seen. Shows about The
UFC, such as The Ultimate Fighter, have gained large audiences in the past. If
so many people can be interested in a television show, the marketing team for
the movie should have been able to produce a better turn out for the movies box
office debut.
A large audience
also shells out a hefty amount buying UFC fights on paper view. The marketing
team for this project did not do a good job of taking advantage of the elements
of marketing that these shows and events do. I don’t think that it was the
audience not being ready for MMA; I think that is a prime example of when
marketing plans fail.
Conclusion
From a failure at
the box office for an MMA movie, to the successes and failures of fire services
marketing campaign, there is a lot that can be learned. Not making the same
mistakes as other have in the past is one of the best ways to ensure success in
marketing. An extensive and well thought out marketing plan can help a product
or services success immensely. These examples help to show the gravity of poor
decisions as well as plans that paid off.
References
Hyden, T. (2011, April). Retrieved from At the
Crossroads: Fire Service Marketing and Strategic Planning:
http://ehis.ebscohost.com.proxy.cecybrary.com/eds/pdfviewer/pdfviewer?vid=2&hid=101&sid=e367d57d-e0e2-45e7-ade6-b6c977d8e89d%40sessionmgr112
MarketingPlan.net. (2011). Marketingplan.net.
Retrieved from What is a Marketing Plan?:
http://www.marketingplan.net/what-is-a-marketing-plan/
Snowden, J. (2011, September 19). Retrieved
from Does Warrior's Box Office Failure Show The Mainstreams Still Not Ready For
MMA And The UFC?:
http://mma.sbnation.com/2011/9/19/2434990/UFC-News-movie-mainstream-warriors-box-office-failure-show-the-mainstream-fox
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