The Ocean Park Story Creativity, Innovation & Flexibility. Paul Pei Executive Director Sales & Marketing Ocean Park Corporation June 2012

Transcription

1 The Ocean Park Story Creativity, Innovation & Flexibility Paul Pei Executive Director Sales & Marketing Ocean Park Corporation June 2012 Introduction I. All of you represent the future growth and leaders of your company. II. Your energy, enthusiasm, and dedication means success to you and to the company. 1

2 Introduction III. Challenge all of you a) How are you going to contribute i) to the Company? ii) to the Growth of the Company? iii) to the Bottom Line of the Company? iv) the Company has invested in you and are you going to be a good return on investment? Introduction b) Business is generating sales and revenues. c) No business survives on cost cutting. d) Cost cutting can only be temporary. 2

3 Ocean Park Situation Ocean Park Annual Attendance Attendance (million) Financial Year ends June Ocean Park Situation Historical Surplus / Deficit before 2001 HK$ m / / / / /01 Financial year ended June 30 3

4 Situation Analysis 1. Ocean Park image. 2. Considered to be Old and Tired. 3. Nothing New. 4. Have not been for many years, no reason to go. Situation Analysis 5. Nothing there for me, nor worth the money. 6. No noise from the Park (Promotions and Advertising, PR). 7. Friends have no interest to go. 8. Not a cool place to hang out, not a good place to be seen. 9. No thrills, no fun. 4

5 Looking at the Situation What needs to be done 1. Must CHANGE the image of the Park. 2. Create BRANDING and acceptance. 3. Be regarded as New and not Old. 4. Give people a REASON to visit Ocean Park. 5. Promote the Park, tell the story through Sales, Promotions, Marketing, PR. 6. Market aggressively, BE HUNGRY. 7. Make it a cool place to hang out, add thrills and add fun. How to change Attitude of Public 1. Revitalize Image - Branding. 2. Win back Stakeholders and Support. 3. Give Reasons to Visit. 5

6 Since the announcement of Disneyland s launch plan in 1999, we have always been asked this question: Will Ocean Park be shut down with the arrival of Disneyland? 6

7 General response to the question At that time Very likely. I think so. Definitely. Back then 7

8 Back to Basic Selling 101 A. Nothing happens in this world until a sale is made B. Nothing in this world sells by itself, this product has not been made yet C. Everything is sold by a salesperson D. No company succeeds by cutting cost E. They succeed by increasing sales and revenue 8

9 Back to Basic Selling 101 Why do people buy? a) Need. b) Perception of a need. c) Fad, fashionable, trendy, everyone buys. d) Don t want to miss out, must have because others have. e) No reason not to buy. Back to Basic Selling 101 Sales is Aggressive, there is no other way to describe it. This is not for the shy or weak at heart. A. How hungry is your team? B. How hungry can they be? C. How hungry do they need to be? 9

10 Back to Basic Selling 101 So, if they DON T BUY WHY?? Is there a NEED, PERCEPTION OF A NEED, REASON, and BENEFIT?? Back to Basic Selling 101 How many people wake up in the middle of the night and say they must go to Ocean Park or to your park the next morning? 10

11 Interactive Communication Communicating with your Customer Talk WITH People and NOT TO People Interact with your Customer all the time Nothing is more important than your Customer 11

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13 Sea Jelly Spectacular Amazing Asian Animals 13

14 Aqua City 14

15 Special Events - 5 Reasons,5 more Reasons Focus on Halloween The Birth of Halloween and Special Events 1. Minimize capital expenditure but maximize change to NEW 2. Thinking way outside the box How about Halloween? 3. Hallo what? Hallo who? 4. Way out of the box idea overcoming the skeptics 15

16 Creativity in Content Creativity in Ads 16

17 Creativity in Ads Creativity in Ads 17

18 Creativity in Ads Results of Halloween Attendance of October Beginning 2001, every October, attendance records were broken. 18

19 Old Hong Kong Old Hong Kong 19

20 Old Hong Kong Old Hong Kong 20

21 Old Hong Kong Conclusion Ocean Park Annual Attendance 21

22 Conclusion Historical Surplus / Deficit HK$ m Financial year ended June 30 Conclusion Ocean Park Annual Attendance *Jan Dec 2011: 6.95M 22

23 Conclusion Historical Surplus / Deficit HK$ m Financial year ended June 30 Conclusion I. Business is SALES. II. III. IV. Staff and company depends on SALES. Cannot save company by cutting costs only. Improve Sales, improve revenues. V. Everyone supports the Sales and Marketing efforts. VI. Without Sales and Revenues, we will not have jobs or companies. 23

24 Conclusion Our Future and the Future of our Parks depends on Customers Conclusion Endangered Species In our Conservation Efforts, we talk a Great Deal about Endangered Species What Species is MORE endangered than the Customer? If we are Not Careful, this Species will become Extinct! 24

25 Thank You 25