I recently saw a flashy blue poster on an entrance to the CUB stating: Park Free After 5. I thought, interesting idea to promote the businesses located within the building. After all, most people are long off campus by 5, and hence the parking lots are far from reaching capacity. This might reach a particular market segment, such as those like myself who have a car but do not wish to invest in a parking permit. I make use of the handy and cheaper transit service that I already subsidize as a student. Thus, I think that they would be targeting students who do not wish to spend money on parking for the luxury of parking on campus. However, after seeing this advertised in my WSU student account (where the "fine print" was listed,) my perception of this ad campaign changed:
CUB Parking Validation | Park Free After 5: Now you can enjoy free parking when you shop or dine at the CUB after 5 p.m. Make a retail purchase of $8 or more and get free parking in the CUE garage with parking validation.
CUB Parking Validation | Park Free After 5: Now you can enjoy free parking when you shop or dine at the CUB after 5 p.m. Make a retail purchase of $8 or more and get free parking in the CUE garage with parking validation.
http://after5.wsu.edu/
I was surprised to find that free parking only applies with the purchase of $8 or more. Considering that many of the parking lots on campus don't require a permit after 5, I will make use of those lots that don't require an out of pocket expense. I find that it is handy to drive to campus after 5 to work in my fine arts studio; however, I feel that success of this "Park Free After 5" campaign will meet with limited success.
Perhaps this will induce those using the Valet service to park for "free" after dining at Dupus Boomers, but I can't see much value in this marketing strategy beyond those who would be driving to campus anyway. In that regard, I don't see how they would really be reaching a new market; it seems more like product or service development as would be the case in this scenario. That is, they seem to really be targeting the same individuals by offering another service option, that of a parking discount.
When I mention discount, the market penetration concept comes to mind. Maybe those who have used the parking garage in the past will be induced to shop more often in the CUB; thus a few possibilities exist. Again, I see the scope of this as rather limited though.
I was surprised to find that free parking only applies with the purchase of $8 or more. Considering that many of the parking lots on campus don't require a permit after 5, I will make use of those lots that don't require an out of pocket expense. I find that it is handy to drive to campus after 5 to work in my fine arts studio; however, I feel that success of this "Park Free After 5" campaign will meet with limited success.
Perhaps this will induce those using the Valet service to park for "free" after dining at Dupus Boomers, but I can't see much value in this marketing strategy beyond those who would be driving to campus anyway. In that regard, I don't see how they would really be reaching a new market; it seems more like product or service development as would be the case in this scenario. That is, they seem to really be targeting the same individuals by offering another service option, that of a parking discount.
When I mention discount, the market penetration concept comes to mind. Maybe those who have used the parking garage in the past will be induced to shop more often in the CUB; thus a few possibilities exist. Again, I see the scope of this as rather limited though.
No comments:
Post a Comment