View The YouTube Video On Integrated Marketing Communication

View The Youtube Videointegrated Marketing Communicationshosted By Mar

View the YouTube video Integrated Marketing Communications hosted by Maris Schiess. View the video on the BoltBus Company, located at Cengage.com, Chapter 17. BoltBus is Greyhound’s curbside, express bus service. BoltBus operates primarily in the Northeast between major hubs, with some other service in the Northwest. This clip covers how BoltBus reaches its target markets through advertising, promotion, and social media.

After viewing the video, write a word paper in which you address the following questions: Who does BoltBus consider to be its core consumers? How does the company use the knowledge (of who their core consumers are) to decide how to market BoltBus? Which type of product advertising does BoltBus use? Does BoltBus use consumer sales promotion? If so, what is the primary promotion they use?

Paper For Above instruction

The BoltBus company, a subsidiary of Greyhound, operates as a popular curbside, express bus service primarily in the Northeast United States, with additional routes in the Northwest. Its marketing strategies focus heavily on reaching and appealing to a specific core consumer demographic, utilizing a mix of advertising, social media outreach, and promotional strategies to maintain its market presence and customer loyalty. This paper examines BoltBus’s target market, marketing tactics, advertising types, and promotional activities based on insights from the integrated marketing communications video hosted by Maris Schiess.

Core Consumers of BoltBus

BoltBus primarily considers its core consumers to be budget-conscious travelers, including young adults, students, professionals, and frequent travelers who prioritize affordability and convenience. These consumers often seek economical transportation options that are reliable and environmentally friendly, appealing to those who travel for both leisure and business. The demographic analysis indicates a strong representation of Millennials and Generation Z, who are highly engaged in digital media and responsive to creative, direct marketing campaigns. Many of these consumers value the flexibility of curbside pick-up and the opportunity for a simple, cost-effective travel experience without the mass transit hassle.

Use of Consumer Knowledge in Marketing Strategies

BoltBus effectively utilizes its understanding of its core consumer base to tailor its marketing efforts, focusing on digital advertising channels that resonate with young, tech-savvy travelers. The company emphasizes social media promotion—particularly on platforms like Facebook, Twitter, and Instagram—to connect with younger audiences. They also incorporate user-generated content, reviews, and engaging visuals to foster brand loyalty and community engagement. Knowing that their core consumers prefer instant information and ease of booking, BoltBus ensures their website and mobile apps are streamlined for quick reservations. The company’s marketing messages often highlight affordability, convenience, and environmental benefits, aligning with the values of their target demographic. This strategic use of consumer knowledge allows BoltBus to position itself as a smart choice in the competitive transportation market.

Type of Product Advertising Used by BoltBus

BoltBus primarily employs direct response advertising, which aims to stimulate immediate action from potential travelers. This includes online advertisements that encourage quick reservations and special deals, as well as targeted email campaigns that promote discounts and seasonal offers. Additionally, the company uses innovative print and digital ads emphasizing affordability and convenience, designed to increase brand awareness and attract spontaneous travel plans. Their advertising often features vivid visuals of bus amenities and scenic routes to evoke a sense of travel adventure, reinforcing the practical and experiential benefits of choosing BoltBus over other transportation options.

Consumer Sales Promotion Tactics

Yes, BoltBus does use consumer sales promotion to incentivize bookings and increase customer loyalty. The primary promotion they utilize includes discounted fares, especially for students and early bookers, with limited-time deals and promotional codes distributed via social media channels and email newsletters. These promotional offers serve the dual purpose of encouraging prompt ticket purchasing while attracting new customers and rewarding repeat users. Seasonal campaigns, holiday discounts, and referral incentives are also part of their promotional toolkit. By offering cost savings and exclusive deals, BoltBus effectively stimulates demand and builds a competitive edge in the transportation industry.

Conclusion

In conclusion, BoltBus’s marketing strategy relies on a deep understanding of its core consumers—cost-conscious, digitally engaged travelers—and leverages this knowledge through targeted advertising, social media, and promotional discounts. Its primary marketing approach emphasizes direct response advertising complemented by consumer sales promotions that reward customer loyalty and attract new users. By aligning its marketing mix with consumer preferences, BoltBus remains a competitive player in the regional transportation market, emphasizing affordability, convenience, and customer engagement.

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