Mark Fisher Open to Question
is short understandably they want to get the best value they can for their dollar/Euro or pound. They are therefore very unforgiving if we fail to live up to their expectations/disappoint. For this reason too we are seeing a trend towards consumers choosing quality branded attractions over less well known, cheaper alternatives. In short, strong local or global brands, with regular investment, will always win through in a market like this.
IP: With your specialist area of sales and marketing in mind, how important to an attraction’s marketing strategy are new ways of reaching potential visitors - email, cell phones, websites, blogs, and the like - compared to more traditional methods? Do they offer ‘must have’ alternatives?
MF: The important thing I believe is balance – to find the right mix of traditional marketing methods and media combined with the clever use of new media channels. The challenging thing is the pace at which this all changes and how new channels of communication also mean new habits from our consumers. The difficulty will always be finding the right mix and spotting when something very niche/experimental becomes a ‘mainstream’ driver/influence for your target audience. Although I think we might all be surprised by how well traditional TV still delivers!
IP: How will Merlin Entertainments develop in the future? Is further ‘industry consolidation’ part of the plan?
MF: Merlin Entertainments has a very clear growth plan comprising of: organic growth of our existing portfolio through continuous investment/improvement in the quality of our offer:- the global rollout of our ‘midway’ brands like Madame Tussauds, SEA LIFE and LEGOLAND Discovery Centres:- the development of our LEGOLAND parks in new areas:- strategic acquisition
SAW - The Ride at Thorpe Park
Advertisers Index
3DBA
www.3dba.be
5th Tilezone
2&27
www.tileweb.org
ADIPS
9
www.adips.co.uk
Bertazzon
24
www.themeparksdubai.com
Empex
www.bertazzon.com
DEAL Dubai
www.watertoys.com
Joravision
www.joravision.com
Meticulous
www.meticulousltd.co.uk
Omni Ticket
www.omniticket.com
19 IBC 22 32 31 4
Road Trains Tschu-Tschu 39
www.tschu-tschu.de
Sacoa
www.playcard.com.ar
Simworx
www.simworx.co.uk
Triotech
www.trio-tech.com
Zamperla
www.zamperla.com
7 IFC 13 OBC
January/February, Issue 1, 2010
ISSN: 1359-6284
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40
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