Indigo live: development of integrated marketing strategies

Abstract

Venue promotion Communication focus seems to be more on the live music bar in comparison to the terrace. The venue has two floors, with separate entrances and varied appeals - Strategies adopted for targeting and communications should be different for the two floors too. Search optimization on Zomato, which is one of the key points of discovery for the establishment, is required. Target customer base - Based on customer feedback, there are two unique customer profiles, one who looks for dining and the other for entertainment. The one who is looking for dining is the sophisticated customer who has a positive opinion about the food and do not find it to be overpriced. He also enjoys the terrace ambience. This customer profile needs to be focused on to increase F and B based revenue. Brand - Low venue recall and low distinctiveness from competition suggests minimizing price-oriented promotions and focusing on building brand equity by means of word of mouth promotions and building more than just a transactional relationship. Word-of-mouth promotions Considering the prevalence of promotion through word-of-mouth, what would be effective is to create a buzz by utilizing options like creating a sense of exclusivity, leveraging of influencers, engaging customers on forums of discussions. Indigo app Increased adoption of this platform may be utilized to build a relationship with customers by engaging them on music related forums for sharing and interactions, garnering feedback.