Ms marketing
It’s a really big subject, marketing. I touch on absolutely everything so from advertising, radio advertising, promotions, distribution er… writing briefs, strategy, the whole lot.
Jun 27,2015
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Jackie: For this week's podcastsinenglish.com business podcast we’re talking about marketing. With me is Helen, hi Helen.
Helen: Hello, Jackie.
Jackie: Marketing, it’s a broad subject, isn’t it?
Helen: It’s a really big subject, marketing. I touch on absolutely everything so from advertising, radio advertising, promotions, distribution er… writing briefs, strategy, the whole lot.
Jackie: My goodness [both laugh]. So you cover a wide area, Helen, but for you what’s the most important part?
Helen: Well, for me… I work for an organisation called Jersey Heritage um… and that organisation is… it’s a heritage organisation based on the island of Jersey in the Channel Islands, and we have two very distinct target markets so for me understanding your target market is one of the key, fundamental pieces of marketing. My two distinct target markets are local people and tourists.
Jackie: So making the local people aware of what the island has to offer as well as attracting outsiders.
Helen: Yeah, and attracting is a really good word because we look after all of the um… island’s castles and museums. [For} Someone on the island that castle has a whole history and heritage, it’s a landmark of the island so it’s… you’re pushing a different button, you’re trying to um… make the local people engage more with their heritage whereas for the tourist, you’re just trying to attract them and spend ten pound to get in and to give them a good day out so that they’ll tell their friends about it. In recent years, so the past ten, fifteen years, we’ve seen a change in Jersey from ‘buckets and spades’ so that’s families coming with buckets and spades to be on the beach um… to a slightly older…
Jackie: Right
Helen: …target market. So this is really, really important stuff because what Jersey have done, is they’ve pitched their product to a different market. So instead of being… their advertising being about…
Jackie: The beaches.
Helen: …bucket and spades and beaches they’re looking at heritage, walks, um…
Jackie: The castles as you mentioned.
Helen: Castles, eating good food, good price… you know, a whole general mix and what it’s doing is it’s attracting a slightly older market…
Jackie: And maybe people with more money, actually.
Helen: Absolutely. Now what those people do is they won’t stay for a week now.
Jackie: They’ll come for the weekend?
Helen: So they’ll come for a weekend or a long weekend so the whole market is changing because that target market, the slightly older generation, are interested in walking, castles, heritage et cetera and Jersey Tourism is very good at attracting that market. And if you went to er… Jersey.com, the website, you can see how they’re attracting that audience. So what I do is I… once people are on the island, tourists are on the island, I try and attract them to our museums and castles and then the other side of what I do is I try and get the local people to engage more with our product and the way I do that is we have a huge amount of events and exhibitions going on and the events and exhibitions bring in the local market.
Jackie: Right
Helen: So it keeps it fresh all the time, so there’s always something new to see.
Jackie: Helen, that sounds fascinating and a very exciting job.
Helen: Yes, it’s pretty difficult sometimes especially on a small budget.
Jackie: [laughs] Thank you very much.
Helen: It’s a pleasure.
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