Exploringthe ‘5 Ws’ gives us a little insight into our target market and how we intendto reach them. What is important is value and Virgin Media has plenty of that.We have seen that a high percent of festival-goers are couples and families.These people could be newly-weds, first time home buyers, elderly coupleslooking to increase connectivity with the changing world or growing families ona budget looking for a better deal.
Reports from 2016 show that Irish consumersspend up to €850,000 per hour online (6). With expenditures on the likes ofNetflix and constant broadband use, bill payers want the best bang for theirbuck. Virgin Media can use the opportunity of a large-scale family event toadvertise the packages they have to offer. Peoplecome from all corners of Ireland and beyond to get away from their busy livesand take in the beauty of Bloom. A relaxing, aesthetically pleasing event like Bloomcan enlighten the senses, inspire all ages and promote and easier way of life.These elements promote expenditure for all demographics. Through the mediums ofthe interactive iPads selling subscriptions and the cinema pods showing valuesand promotions, Virgin Media has a huge chance to gain a lot of customers.
(7) Image shows the expenditurepercentage for 2014. We can see that people are encouraged to spend and shouldthey be targeted correctly from the digital realm they can too be encouraged tobuy or at least sign-up for Virgin Media in some shape or form. Kidscan be attracted by the epic films and the fun they can have on the pads and inthe maze. Elderlies can be attracted by the user friendliness of the pads andthe ability to actually speak to people in person about services.
While anyonein between could be influenced by all angles to appreciate Virgin Media forwhat its worth, influencing them to sign up for newsletters and offers or availof a free bundle or two that could be given away on the day. 6: https://www.irishtimes.com/business/economy/irish-consumers-spend-850-000-an-hour-online-report-finds-1.2667357 7: Bloom-2014-Post-Show-Report (1) http://Bloominthepark.
com/wp-content/uploads/2015/04/Bloom-2014-Post-Show-Report.pdf Marketing Plan and Public Relations As this event is a festival on a national scale the databaseis endless. All demographics must be targeted, through all different mediums.At Bloom, everyone is a potential customer. A mass marketing technique can beused as we are appealing to a broad range of consumers. At the moment, Virgin Media has just reached 50,000 users inIreland (1) while Three, the second largest phone company in Ireland, who haveover 2 million users (2).
Together with Liberty Global, the world’s largest internationalcable company, Virgin Media serves over 27 million people worldwide. UPC wasIreland’s leading provider of Digital TV, superfast phone service andbroadband, which Virgin Media has now taken over and invested in its fibrepowered next generation network (3). It is very important that we use our WOWfactor elements at Bloom, this year, to showcase to the public of Ireland that VirginMedia is a brand to be trusted…so how do we do this? The abovechart gives us an insight into the target market at Bloom. With its extensity wehave an opportune time to advertise the offers and deals Virgin Media isproviding while using the unique selling points to show off the quality of thecompanies work in digital, environmental and customer services.