I think they need to scrap the BOGOF vouchers, and try and get the public to see Alton Towers as a premium product, and not a cheap discounted day out that it has become. Towers is a premium product - and their marketing and pricing policy is set out to show that it is a premium product. Having BOGOFs gives people incentive to visit a premium product for less, making it feel more value for money - value, not cheap. Having low entrance prices is perceived as cheap or substandard, whereas having a high entrance price but discounted entry is perceived as value and premium branding.
I disagree. The extent which Alton Towers pushes BOGOF vouchers, makes the product lose its Premium label. A premium product is something you pay
more for, compared to other products.
The fact you can get free Tickets does not shout out that this is a premium product. Having the BOGOF promotion run all year round, just makes it look like a cheap discounted day out.
I can not disagree with you that the BOGOF promotions do generate a great amount of exposure for the park, but it is this exposure which makes the park lose its Premium label, and makes it look like a cheap day out.
Does anyone know when the first BOGOF Promotion was run at Alton Towers?
If I ran Alton Towers, I would like to try and get my customers thinking, I might take the family to Alton Towers, the family had a great time out when we last went, it was worth the £120 to get in, not, hmm, lets think of something cheap to do today, I know what, get some of those BOGOF vouchers for Alton Towers and we will go there as its cheap and cheerful.
I just think that sets people off expecting the worse, and allows Alton Towers to get away with the poor state some areas of the park have become.
I agree with Colossus, the 1st year of introducing a pricing structure like I have suggested previously you will take a bit of a hit from customers used to getting these cheap days out, but hopefully the following year, it will be back to the same level, as people will come back, and bring people with them because they had such a good time. It would also require a large investment to bring the park itself back up to a Premium standard.
With social media becoming so popular with people these days, I think this can be used to constantly keep people thinking of Alton Towers. Like I said above, it only requires a few people to share or re-tweet something, and it can snowball who can see it. The potential for what it can be used for is unlimited as well, weekly videos, pod casts, status updates, breaking news, and other magic things the creative team at Towers can come up with.
At the end of the day you get what you pay for, and while everyone moans about the state of the park, and how things need fixing, repairing, or repainting, it needs money to do that. I am sure the Alton Towers Management Team would also love to gives us everything as well, and these posts are not a criticism of them, I just feel that the current pricing structure does not allow them to get enough money to give the park the TLC it needs, and fund new attractions, and that is assuming that Merlin does not interfere with the Budget that Alton Towers gets.
Would I be happier paying a little extra if it meant all the stuff that we moaned about got done, Yes, if that makes me in the minority, than so be it, but if the stuff we would love to see get done, is not getting done with the current pricing structure, I am not sure if it will ever get done.