Help with research?

Question

i'm need help finding secondary research to help produce a promotional mix for a promotions campaign. the business is a pub and i need to develop a campaign that aims to attract a new target market (young professionals). However i cannot find any evidence to support this. i mainly need websites that show what promotional activities are most effective with the target market. or evidence that shows customer attitudes and behaviour. if you have any helpful links i would appreciate it.

thanks

Answer 1

The problem with primary market research is that it tends to be available, for a price.  For a typical students research budget, the best place to look are databases such as ABI/INFORM Global.

I would focus on branding the business and building band equity.  Rather than focus on promotional activities that are going to cost the firm money and produce only a short term result, concentrate on how the firm can create value for it's customers long-term and what types of market positioning strategies are likely to build long-term customer relationships with the firms core customer.

From a promotions standpoint focus on communications that enhance customers' perceptions of your business as opposed to some buy X get Y strategy that will get people in for a week or two.  

Prof. J.