Plan of Attack

The market analysis of for the Fargo Theatre will be a different game. To analyticaly analyze a marketing campaign, I have to identify the exact method on which the the Fargo Theatre will likely use, estimate the potential costs (hidden and tangible), research the effectiveness of that marketing scheme, and estimate the total advantages and/or disadvantages over other marketing plans.

This will be done by further research into what college students pay attention to. The prior research was a just a preliminary project to gather a sense of where the Fargo Theatre stood in the eyes of an average college student. This marketing analysis survey will determine the when, where, why, and how students listen or notice certain marketing schemes. For example, a question may be strictly to determine if the majority of students pay attention to what is on the Campus radio and what times they listen. Another portion of the prior research for a market proposal identified a possible use for a new Slogan. An analysis of a new slogan could make give light on the use of one over another. The analysis could also be used to make revisions and spot potential areas that slogan could be used. Slogans are used to generate Brand Association, so knowing when and where to use the slogan would be a very good thing to know.

Coupons are a valuable resource for many business venues, but how well would it work for the Fargo Theatre? This can be determined through many means, one of which I will have to pick. The type and amount of the coupon makes a huge impact on its effectiveness. The coupons for a free sandwich, but only if you sign up for a credit card, are not a very good value to the consumer. A free movie would not be profitable to the theatre, but just taking off $0.50 would probably not entice anyone either. A fine line needs to be found.

The Fargo Theatre is looking for cheap, effective ways to bring in new customers and keep the current patrons coming in more often. The problem may be that the college age demographic does not know what the Fargo Theatre offers. A means of getting this information out to NDSU students needs to be developed and its effectiveness analyzed.