Marketing Plan for an Adventure Store

Marketing Strategy

We will build strategic partnerships with climbing service companies.

We will differentiate The Boulder Stop from competitors through aggressive advertising and promotional campaigns that demonstrate our community support and commitment.

We will build retail store awareness through our direct mail and Web campaigns, leading to greater word-of-mouth marketing.

3.1 Mission

The Boulder Stop is an equipment store specializing in rock climbing gear and coffee/espresso drinks. Our mission is to provide an entertaining, fun, and knowledgeable atmosphere to climbers who experience nothing but a rock face and nutrition bars all day. Rock climbing is as much about storytelling and nostalgia as it is about routes and gear. The Boulder Stop adds value by creating a 'campfire' social setting in a retail location.

We take care of our employees; that is, we pay them well and give them a share of profits. We respect all customers who respect our store and people, and show respectful diligence toward those who choose not show our people respect.

We work as a team, not as a socialist Mecca. Our people are paid according to their skills and abilities. In addition, each employee will have the option of company-sponsored training courses and outside curricula that build on their skill sets.

Our customers are our most important asset, and we rely on them for feedback. We do not, however, send out unsolicited surveys to unsuspecting customers. We will accept in-store suggestions and test them for results.

We have a plan and our goals are clear: To create a fun, entertaining, and respectful retail environment that generates sales of espresso and climbing gear.

3.2 Marketing Objectives

1. To make The Boulder Stop...

... middle of paper ...

... consistent with [Omitted].

Sales promotions and public relation strategies will work together to inform customers of new products, to encourage an image of community involvement for The Boulder Stop, and to limit environmental impact.

3.7.4 Service

Service is important to our mix. We have an obligation to provide quality products and cheerful service, fast and efficiently. Our service goals are simple and easy to maintain.

We will make plain our policy that we do not accept returns or exchanges without receipt and proof of product failure. We are in this to make money, as a business, and cannot afford to give our value to free riders or people with 'buyer's remorse', who choose not to take responsibility for their purchase(s).

3.8 Marketing Research

We will obtain market research through in-store customer comment cards and the local Chamber of Commerce.