Marketing Plan
POSITIONING
The marketing objective of the Company is to become a value brand in tent-cabins.
TARGET MARKET
The preliminary focus of the Company consists of owners of US tent-cabins and consumers interested in reserving those US based tent-cabins. However, as the tent-cabin industry continues to expand globally, the Company will also target areas outside of the US.
PRICING
The Company will charge a flat fee of 22% and position itself at the value level.
PROMOTION
The Company will promote its services to commercial customers and tent-cabin tent-cabin owners by using the following avenues for promotion:
- Print Advertisements in periodicals and news papers
- Online: website, blast emails and search engine optimization (SEO)
- Public Relations (PR)
- Seminars
- Trade shows and exhibitions
- Word of mouth
The Company will advertise its related travel and leisure newspapers, periodicals, and magazines that target potential tent-cabin room guests. It will also advertise in tent-cabin related trade publications, as well as newspapers, periodicals, and magazines that target current and potential tent-cabin owners.
The Company will promote its services on its website as well as through targeted blast emails. It will also invest in search engine optimization to ensure that its Website is a top choice for cabin commercial customers and owners of tent-cabins searching online.
eCabins will target appropriate on-line, print and broadcast media vehicles with a comprehensive brand launch package. The PR effort will focus on reaching publications and on-line sites covering related travel and leisure, as well as real estate and investment industries. The main goal will be to spread the word about eCabins in the target markets.
eCabins will send out brochures to tent-cabin tent-cabin owners highlighting the Company’s services inviting them to a live seminar or to be contacted by an eCabins representative.
The Company will promote its services by participating in various trade shows and exhibitions that attract travel and leisure consumers, tent-cabin tent-cabin owners (current and potential) and developers who could offer building wide contracts.
eCabins will provide leverage its trusted and reliable services to secure positive word-of-mouth publicity.
SALES STRATEGY
Tent-cabin Owners
eCabins will sell its services to and obtain exclusive representation rights from tent-cabin owners via the following methods:
- Telemarketing — direct sales calls to tent-cabin owners
- Seminars — the Company will hold information seminars for tent-cabin owners
- Direct Marketing to Property Sales Offices — the Company will establish referral agreements with real estate brokers and agents who sell tent-cabins
Cabin Commercial Customers
The Company will sell to cabin commercial customers via its website and its referral partnerships with more than 1,000 vendors (e.g., Orbitz.com, Expedia.com) and 500,000 travel agents.
