活動日期： 2021-05-06 - 2021-05-06
資料來源： 商學院/行銷學系 (2021-06-11)
On May 06, 2021, Mark Roche, co-founder of Blue Skies Adventures, shared his experiences at Feng Chia University, Department of Marketing in a talk given to students in Professor D’Arcy Caskey’s Channel Globalization Management class. His speech, “Digital Marketing Channels and Blues Skies Adventures,” touched on his experiences as a small business operator and the importance of Internet channels and word-of-mouth marketing. He also provided students with a practical challenge for the class’ final assignment.
Mr. Roche introduced his company, the many challenges and opportunities he encounters as a micro-entrepreneur who targets foreign clients. He explained how he started BSA in Kaohsiung in 1998, and how he has sustained and adapted the business over the years, including through the COVID era. Blues Skies Adventures specializes in providing full-service hiking and biking tours in Taiwan to foriegn clients. The main challenges BSA and other businesses within the local and international tourist industry face are the travel restrictions set up by governments around the world to prevent the spread of the coronavirus. Currently, foreign tourists are unable to enter Taiwan. Although Mark needs to be prepared for their eventual return, he also needs to search for new target customers in the domestic market to generate revenue.
Mark explained the importance of developing and maintaining digital marketing channels when targeting foreign clients. Most clients have not been to Taiwan previously, and clients book their trips online before they arrive in Taiwan. Therefore, getting them to make a commitment to buy online requires a high level of trust. His target clients expect an adventurous trip. They also require and expect high levels of service conducted in English. Therefore, all these key qualities must be made very tangible to the clients. If potential clients trust BSA’s claims, they are much more likely to become paying clients and join an adventure tour.
Following the lecture, a question and answer session was opened to the students. Mark also shared some realia displays with the students, such as maps showing the locations of his trips. At the end of the session, Mark presented students with a challenge, asking them to generate a plan on how to better find potential leads using online marketing channels and how to target domestic foreign tourists. Students in the class use this challenge as their final project assignment and then present their results at the end of the semester. Mark will judge their final video presentations. In combination, the speech and assignment bolster students’ academic and theoretical knowledge and provide them with a practitioner's perspective.
Speaker: Mr. Mark Roche (Co-founder, Blue Skies Adventures)
Topic: Digital Marketing Channels and Blue Skies Adventures
Date: May 06, 5:10pm - 8:00pm
Location: Business Building, Room 309