How to Increase the Group Sales of Zero Gravity

After reviewing the financial statements of Zero Gravity Incite Marketing discovered that group sales amounted to 3% of total company revenue. This percentage summed up to be 44,831 dollars of revenue. The challenge therefore, was to discover a strategy that would grow this section of the business in a way that is profitable and sustainable for years to come.

Incite Marketing conducted both primary and secondary research and discovered that there is a huge market opportunity to significantly increase group sales. Increasing revenue from group sales is crucial to Zero Gravity’s continued success for several reasons. The first reason derives from the fact that group sales tickets are “ThrillSeeker” tickets, and have been established as the most profitable type of tickets for the company. Second, group sales can be marketed for off-peak hours, allowing Zero Gravity to maximize all operating hours. Third, members of the visiting groups are likely to spread word of their experience at the extreme amusement thrill park. Research shows that word of mouth is the most effective form of advertising. People believe what their friends and neighbors say about a company, and word of mouth reflects immensely on businesses. Our aim consists of discovering in what ways we can increase our customer base as well as add to the group’s memorable experience.

To fulfill the challenge and increase the revenue in group sales it was apparent that the following questions needed to be answered.

• What type of groups are responsible for current group sales?

• What type of groups could we potentially add to our existing group market?

• How do we find them?

• How are we going to reach them?

• What specific value proposition will entice them to buy?

• How are we going to verify that our marketing strategies are effective?

• How will we be able to measure success?

• In what ways can we build a strategy that is sustainable?

In order to effectively answer the questions above it was...