迷你案例　Mini-case

A Marketing Story

Ron Jon’s sells everything needed to enjoy a beach vacation: beach towels, chairs, sunglasses and even surfboards. While over 12,000 people visit Ron Jon stores everyday, and more than 300,000 foreign tourists visit the company’s Cocoa Beach and Orlando stores annually,sales were beginning to slip due to increased competition for tourist dollars from the large theme parks.Billboard advertising appeared to be successful at reaching tourists arriving by car, but Bill Bieberbach, Vice President of Corporate Development for Ron Jon, also wanted to reach the profitable segment of tourists who arrived for vacation by air. He considered three options:

1. Focus advertising on rental cars by placing ads for Ron Jon on maps and mirror hangers.

2. Buy a series of backlit photographs that are wall-mounted at eye level for maximum impact at the airport that vacationers would see as they get off the plane.

3. Place a series of posters/banners in the four escalators arrival ‘gateways’ that arriving tourists must descend to get to the baggage claim area.

If you were the president of Ron Jon, which option should you choose and why?