Marketing
Marketing is THE overarching management discipline. It informs the development of new products, the enhancement of existing products and the refinement of management practices. It is a tactical tool for adjusting demand to match capacity — all-important where seasonality is a real or potential constraint on trading. It is a powerful mechanism for ensuring cross-fertilisation between profit centres, or for identifying symbiotic partnerships in regional strategies. It sets the benchmark for customer relationships — the interaction between the supplier and the supplied - especially in a virtual world that generates conversations and viral dissemination through social media and other online channels.
Marketing considerations are at the core of every aspect of our development work. Similarly, our marketing strategies typically contain recommendations for parallel actions designed to improve the quality of products and service and bring businesses in closer alignment with consumer expectations.
Barrie Foster was amongst the first group of Chartered Institute of Marketing members to qualify for individual Chartered Marketer status — less than five percent of the worldwide membership. He was a member of the Canmol (Wales Marketing Awards) Judging Panel between its instigation by CIM in 2008 and a BFA work overload after 2012!
Marketing is THE overarching management discipline. It informs the development of new products, the enhancement of existing products and the refinement of management practices. It is a tactical tool for adjusting demand to match capacity — all-important where seasonality is a real or potential constraint on trading. It is a powerful mechanism for ensuring cross-fertilisation between profit centres, or for identifying symbiotic partnerships in regional strategies. It sets the benchmark for customer relationships — the interaction between the supplier and the supplied - especially in a virtual world that generates conversations and viral dissemination through social media and other online channels.
Marketing considerations are at the core of every aspect of our development work. Similarly, our marketing strategies typically contain recommendations for parallel actions designed to improve the quality of products and service and bring businesses in closer alignment with consumer expectations.
Barrie Foster was amongst the first group of Chartered Institute of Marketing members to qualify for individual Chartered Marketer status — less than five percent of the worldwide membership. He was a member of the Canmol (Wales Marketing Awards) Judging Panel between its instigation by CIM in 2008 and a BFA work overload after 2012!
The Canmol 2012 Presentation Dinner at the Mercure Holland House Hotel, Cardiff, 5 October 2012. With Cleo Browne of award-winning Celtic Quest Coasteering.
From 1989 until its expiry in 1994 Barrie Foster was accredited with the Department of Trade and Industry Marketing Initiative and was one of a handful of marketing specialists to achieve the highest possible rating, on all completed projects, under the scheme’s internal evaluation procedures. The Marketing Initiative is just one of a number of sponsored programmes for which Barrie Foster & Associates have been accredited. Barrie has lectured at a number of academic institutions and run workshops and seminars for various government agencies and trade organisations.
While we are able to offer considerable creative input to marketing strategies and campaigns, we are comfortable working with other creatives on collaborative projects across the full range of traditional and new media.
While we are able to offer considerable creative input to marketing strategies and campaigns, we are comfortable working with other creatives on collaborative projects across the full range of traditional and new media.
Successful marketing strategies require a detailed appreciation of the product or products on offer; accurate identification of markets; an appraisal of the most efficient and effective means of communication with various market segments; and knowledge of the media, mechanisms and dynamic relationships which provide the vehicles for communication. Product, target markets and communication are the three defining points of what we term the marketing triangle. Only when these three elements are in complete balance can the best results be realised. The ability to manage complex interrelationships requires more than a passing acquaintance with marketing theory. The following is a representative cross-section of commissions where marketing strategy has been the primary focus.
Rent-an-Irish Cottage, 1989
Marketing audit and UK/Europe-focused strategy based on the promotion of the Galway Bay and Shannon Estuary region as a suitable venue for a range of active and passive pursuits. For Shannon Development.
Dobwalls & Archibald Thorburn Gallery, Liskeard, 1990
Marketing strategy with the objective of shifting the geographical focus of activity and developing new niche markets for this East Cornwall day visitor attraction.
Parkway Hotel and Conference Centre, Cwmbran, 1991
Marketing strategy for this substantial hotel, leisure and conference complex in the eastern industrial valleys of Wales.
Cheddar Showcaves, 1992
Consumer, catchment and product audit for Cheddar Gorge, one of the most visited tourist sites in the UK, as a basis for a marketing strategy for a showcave attraction that first opened to the public in the year of Queen Victoria’s accession. For the Longleat Estate.
Dan-yr-Ogof Showcaves, 1992
Marketing strategy for the leading showcave complex in Wales, on the threshold of significant new development.
Welsh Wildlife Centre, 1993
Pre-launch marketing planning for an extensive visitor centre following the acquisition of the Teifi Marshes Reserve by Dyfed Wildlife Trust.
Associated Quality Services Group, 1996/97
Review of opportunities and the competitive climate for quality assurance consultancy services in the hospitality and related industries. Indicative marketing planning.
Farm Holidays, Branding & Communication, 2000
Review of the potential for the branding and joint marketing of holidays based on farm accommodation. For the Wales Tourist Board.
Pilgrim Travel, 2001-03
Development of strategic marketing materials for an educational group travel product, targeted primarily on niche markets in the USA.
The Penderyn Distillery Visitor Centre, 2008
Marketing strategy for a new visitor and interpretative centre based on the brand portfolio of The Welsh Whisky Company. Includes an overview of the visitor attraction industry and an analysis of available markets.
ProHelp, 2011
Marketing audit and upstream / downstream planning for Pembrokeshire ProHelp and Business in the Community. To encourage professionals from a wide range of disciplines to offer pro bono services to small businesses and voluntary organisations; and to promote the service to the business community.
Visit Wales:Share Wales, February 2012 - February 2014
The web site of the Welsh Government Digital Tourism Business Framework project. Editorial responsibility for horizon scanning and promotion of the site, resources and assistance programmes on offer under DTBF.
Rent-an-Irish Cottage, 1989
Marketing audit and UK/Europe-focused strategy based on the promotion of the Galway Bay and Shannon Estuary region as a suitable venue for a range of active and passive pursuits. For Shannon Development.
Dobwalls & Archibald Thorburn Gallery, Liskeard, 1990
Marketing strategy with the objective of shifting the geographical focus of activity and developing new niche markets for this East Cornwall day visitor attraction.
Parkway Hotel and Conference Centre, Cwmbran, 1991
Marketing strategy for this substantial hotel, leisure and conference complex in the eastern industrial valleys of Wales.
Cheddar Showcaves, 1992
Consumer, catchment and product audit for Cheddar Gorge, one of the most visited tourist sites in the UK, as a basis for a marketing strategy for a showcave attraction that first opened to the public in the year of Queen Victoria’s accession. For the Longleat Estate.
Dan-yr-Ogof Showcaves, 1992
Marketing strategy for the leading showcave complex in Wales, on the threshold of significant new development.
Welsh Wildlife Centre, 1993
Pre-launch marketing planning for an extensive visitor centre following the acquisition of the Teifi Marshes Reserve by Dyfed Wildlife Trust.
Associated Quality Services Group, 1996/97
Review of opportunities and the competitive climate for quality assurance consultancy services in the hospitality and related industries. Indicative marketing planning.
Farm Holidays, Branding & Communication, 2000
Review of the potential for the branding and joint marketing of holidays based on farm accommodation. For the Wales Tourist Board.
Pilgrim Travel, 2001-03
Development of strategic marketing materials for an educational group travel product, targeted primarily on niche markets in the USA.
The Penderyn Distillery Visitor Centre, 2008
Marketing strategy for a new visitor and interpretative centre based on the brand portfolio of The Welsh Whisky Company. Includes an overview of the visitor attraction industry and an analysis of available markets.
ProHelp, 2011
Marketing audit and upstream / downstream planning for Pembrokeshire ProHelp and Business in the Community. To encourage professionals from a wide range of disciplines to offer pro bono services to small businesses and voluntary organisations; and to promote the service to the business community.
Visit Wales:Share Wales, February 2012 - February 2014
The web site of the Welsh Government Digital Tourism Business Framework project. Editorial responsibility for horizon scanning and promotion of the site, resources and assistance programmes on offer under DTBF.