Distribution Strategies


 


Burswood Entertainment Complex


            Officially opened in 1985, Busrwood Entertainment complex is a fully integrated entertainment precinct that is renowned for its world-class facilities and luxury accommodation. Burswood Entertainment Complex boasts a 24-hour Casino, 413-room luxury InterContinental Perth Burswood hotel, 291-room mid-range Holiday Inn Burswood, seven restaurants, seven bars and a nightclub, a convention centre and meeting rooms, a 2,300-seat theatre, a 20,000-seat indoor stadium, expansive gardens and a host of recreation facilities, including an 18-hole public golf course, day spa, retail outlets and riverside cycling trails.
The combined 704 hotel-room capacity and variety of offerings on one site also make Burswood Entertainment Complex one of the most desirable conference and exhibition destinations in Australia. As one of Western Australia’s leading entertainment destinations, Burswood Entertainment Complex is proud to play host to some of the world’s greatest artists in the Burswood Theatre and Burswood Dome (source: ).  


 


            A distribution channel’s primary role is to make sure that those people who want a brand can actually get it, and get it in a better way than competitive products. In some cases, a particular distribution channel can provide an added dimension of relevance and appeal. Distribution costs can be significant but they may well be worth it. A too narrow look at distribution can cause problems; a brand marketing perspective is needed to reach an optimal mix for all segments (, 2003). The advantages of Direct Distribution are that it enables firms to exercise more control over marketing activities and it reduces the amount of time spent in the channel (, 2000). 


 


Direct Online Distribution


            Direct Online Distribution is a distribution strategy that uses Internet distribution channels, business models, e-marketing programs, and Internet brand exposure building techniques that all share the same collective goal – to draw in the Internet user to end up transacting on the casino’s website. It is all about benefiting from the Internet as the greatest direct-to-consumer distribution channel and positioning the casino at all possible “touch points” of interaction with the potential online customer (source: ). Getting visitors to the website is a challenge and should be a primary objective. But it’s just the beginning. Ideally, once they visit, they should get so much of value from the website that they can’s wait to come back and come back because you’ll invite them with an email offer (, 2002).


Email Marketing


            Inviting is one of simplest ways to get visitors to come back. To do this, the visitors email addresses must be acquired onto the prospect list (, 2002). Email marketing is a crucial component of direct eMarketing and online strategy. The shift toward online purchasing suggests that the website is becoming a key point of entry to establish interactive relationships with the customers and to capture client email profiles (source: ).


Website Optimization Strategy


            Direct online distribution starts and ends on the website. Performing a comprehensive evaluation and website optimization should become a top priority if the company wants to stay competitive and take full advantage of the Direct Online Channel. The casino’s website is the only chance to achieve significant growth and competitive advantage in difficult times, and steal market share from its sleepy competition. The website is an incremental revenue producing “virtual” 24/7 sale office. It is a “living organism” and should constantly evolve to better respond to the dynamics of online distribution and changing patterns of consumer purchasing behavior (source: ).


Destination Web Strategy


            Destination Web Strategy helps in capturing new lucrative markets, boosting direct distribution and decreasing the need for intermediaries. A destination web strategy means leveraging the popularity of the destination to the advantage of the company. The site becomes destination rich and highly relevant to Internet users and search engines. This strategy is one of the most effective means to market a local property or a cluster of properties within a particular destination. It allows the hotel or casino to leverage the richness of the destination and shape the local attributes of its environment with creative marketing initiatives that appeal to its online customer base (source: ).


Link Popularity


            Link popularity is an important criterion that most search engines use. Link popularity is being used in ranking websites. A website with a high link popularity and high link quality has a greater chance for top position in results of the search engine. Ideally, a website should aim to position itself at all direct “points of contact” with potential Internet bookers. Boost the company’s presence on directories, travel advisory sites, and demographic oriented services each with a loyal purchasing community. By leveraging their marketing dollars the, company can benefit from their traffic. An important by-product of this strategy is the “link popularity” of the casino website, a crucial criteria used by the search engines to determine how to rank the website. 


 


 


 


 


 


 


 


 


 


 


 


 


 


Bibliography:


           



Credit:ivythesis.typepad.com


0 comments:

Post a Comment

 
Top