The Middle Ground of Untapped Profits

Hellman, Karl; Whitelaw, Stephen
July 2005
Marketing Management;Jul/Aug2005, Vol. 14 Issue 4, p44
This article explores the marketing programs developed by the Monterey Bay Aquarium in California to improve the experiences of its customers. Efforts included building mailing lists, focusing on converting this segment into aquarium members and advertising with come back messages, rather than here is what we are and where we are. The aquarium achieved its targets by offering incremental benefits to average local visitors to convert them into excellent repeat advocates. An effective strategy needs to include a clear definition of its target market, points of difference from competitors that are compelling to customers and proof that makes its claims credible.


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