The Social Media Marketing of the National Trust Organization – Case Study Example

The National Trust: A Case Study Inserts His/Her Inserts Inserts Introduction TheNationalTrustisaregisteredcharityorganizationthattakescareofspecialplaces.Theorganizationisverylargehavingover4millionmembersandcaterstoover19millionvisitorstovariousspecialplacesandpropertiesaroundthecountry.Thetrustintendstoincreasemembershipby25%by2020mainlybyenticingthelocalpopulationtogetinvolvedeitherasvolunteers,membersoremployees.
1. SWOTAnalysis
Inthissection,theinternalstrengthsandweaknessofNationalTrustsareanalysedaswellasthoseopportunitiesandthreatsfacedbyorganizationinitseffortstocarryouttheproposedchanges.
a. Strengths
TheNationalTrustbenefitsfromvariousinternalcapabilitiesandresources.Firstofall,thenationaltrustalsohasverymanymembersandnumerouspropertiesandvariousspecialplacesthatattractalotoftourists.SincetheTrustisanot-for-profitorganization,visitorsareonlyrequiredtopayjustenoughtocoverthecost.Thisputsitinaverycompetitiveplaceintheleisureandrecreationmarket.
b. Weaknesses
Thebiggestweaknessofthenationaltrustatthemomentispublicperception,wheremostyouthviewtheorganizationasanorganizationthatoldpeoplejoin.Thetrustalsolackfacilitiesandactivitiesthataregearedtowardstheyoungergeneration.
c. Opportunities
Inthenewmillennium,thesocialmediahasbecomeanintegralpartoflifeandarisenasaveryeffectivemarketingtool.Withthisinmind,theorganizationcanbenefitbyutilizingsocialmediatoreachyoungerpeopleacrossthecountryaswellasspreaditsmissionstatementtothemasses.Thesecondopportunityinvolvesthegrowingtrendwheretheyoungergenerationarebeingmoreconsciousoftheirenvironmentandhavebeenslowlyengaginginenvironmentalconservationpractices,aswellaspromotingactivitiesinwhichtheyenjoynature.
d. Threats
Themainthreatcomesfromcompetitionfromotherorganizationinthehospitalitymarket.Theseorganizationshaveenoughmoneytoproperlyadvertisetheirservicesandenticetheyoungergeneration.
2. Promotion
Promotionisthatportionofamarketingmixthatmostpeoplerefertowhentheytalkaboutmarketing(Stevens&Loudon,2004).Itinvolvesalltoolsandstrategiesthroughwhichanorganizationmarketsitsproducts.NationalTrustemploysbothtraditionalandmodernpromotiontechniquesinitsdaytodayactivities.Intraditionalorabove-the-linepromotion,theTrustplacesadvertisementsinthepressandmagazinesaswellasutilizingtheradio.Whilethismodeofpromotionmayhavebeensuccessfulinthepast,changesintechnologyhavehamperedthismediaformsgreatly.Itisveryraretofindayoungpersonlisteningtotheradioorreadinganewspaperpreferringtogettheirnewsthroughtheinternet(Kietzmann&Canhoto,2011).Itisforthisreasonthattheorganizationutilizeslessthan36%ofitsrecruitmentadvertisementusingthisformofpromotion.
Theorganizationalsoutilizesbelow-the-linepromotioninwhichtheorganizationhasmorecontrolonthepromotionactivities.Below-the-linepromotionutilizedbyNationalTrustincludes;pressreleasesandnewsarticles,exhibitions,salespromotions,directmail,sponsorshipsandspecialevents.NationalTrustalsousesmoderntechniquessuchassocialmedia,smartphoneapplicationsandonlinecampaigns.ConsideringaverylargepercentageofyouthintheUKhaveaccesstotheinternetandarecontinuouslypresentinvarioussocialmedia,thesepromotiontechniquesareachanceforanyorganizationtoimproveitspositioninthemarket(Zarella,2010).Nationaltrusthasalreadysucceededinreducingcostsby £800perpersonhiredplustherecruitmenttimeby11days(approximately10%).Apartfromthis,publicperceptionhasimprovedespeciallyamongtheyouth.
3. MarketingMix(4PsandAIDA)
The4Psofamarketingmixensuresthatanorganizationconsidersallfactorsinvolvedinmarketing.Sincealltheelementsofmarketingareinterlinked,neglectingoneelementmaymeanthatanydecisionmadewithrespecttotheotherelementswillnotbefullyformed.Byconsideringthe4Ps,theNationalTrustorganizationcomestounderstandtheproducts,price,promotionandplaceelementsofmarketingandhowtheyinteractthustheorganizationcanbeabletoplothowtheseelementscanbemixedsothattheorganizationcantaketheplanneddirection(Capko,2004).
InPromotion,anorganizationcanutilizetheAIDAmodelsoastodeterminehowitwillundertakeitspromotionactivities.NationalTrustcanusetheAIDAmodeltodeterminehowtoimproveawarenessamongtheyouthandtoincreaseknowledgeofitsactivitiesamongtheexistingmembers.TheTrustcanthengenerateinterestmainlyamongtheyouthaswellaslocaltouristsandcreatedesireamongthemassestoengageinenvironmentalappreciationactivitiesaspromotedbythetrust.Finally,theTrustcantakestepstoensurethatboththeyouthandexistingmembershavereasontoengageinvariousactivitiespromotedbytheorganization.
4. SocialMediaandPromotion
Withover12million users,thesocialnetworkintheUKisaperfectpromotiontoolforanybusiness.Byusingsocialmedia,anorganizationcanbeabletoadvertiseandincreaseitsawarenessamongthepopulation(Chiang&Chung-Hsien,2011).ThesocialmediaalsoallowsorganizationstotargetspecificaudiencessuchastheyouthinthecaseofNationalTrust.Socialmediaisalsoagoodplatformforanorganizationtoimproveitsproducts.Anorganizationcanenquireaboutareasofcontentionandwhatchangesconsumersfeelshouldbecarriedoutandthustakethesuggestionsintoaccountwhenformulatingstrategy(Ranchhod2004,p.34).Socialmediaalsoofferafactandeffectivemediumofrecruitmentforanyorganization.
References
Capko, J. 2004. Nine steps to a strategic marketing pan. The American Academy of family Physicians Journal, 12(3), pp.69-77
Chiang, I. & Chung-Hsien, H., 2011. Exploring the impact of blog marketing on consumers. Social Behavior and Personality,39 (9), pp.1245
Kietzmann, JH.&Canhoto, A., 2013. Bittersweet! Understanding and Managing Electronic Word of Mouth. Journal of Public Affairs13 (2), pp.146–159
Ranchhod, A., 2004. The challenge of cyber-marketing planning and implementation. Journal
International Journal of Information Technology and Management 3 (2), pp.32-36
Stevens, E. & Loudon, D., 2006.Marketing planning guide. 3rd ed.Harworth press,New York.
Zarella, D., 2010. The Social Media Marketing Book. O’Reilly Media, Sebastophol.