IMC Recommendations for

Six Flags Theme Park

Andrea Michnik
Assignment 1
IMC 500
September 2006
 Today many marketers focus on the power of product branding. Branding is an

essential part of marketing communications, specifically marketing with an integrated or

cohesive approach. Brands are important to all audiences, affecting numerous stakeholders. In

his book Kellogg on Branding Tim Calkins writes that branding, is “a set of associations

linked to a name, mark or symbol associated with a product or service” (Tybout and Calkins

1). A brand is a reputation.

Consumers see a brand in terms of perception. Branding therefore, impacts the way

consumers view a product or service. Perception is reality, giving branding the power to shape

consumer perceptions and behavior.

Many organizations practice branding and are successful. Yet, branding is not always

easy and can pose many marketing challenges. For example brand positioning, brand image

and brand meaning could develop problems and challenges causing confusion to the

consumer and failure of the product.

Recently, branding has grown to be an essential component to the emerging theory of

integrated marketing communications. With and IMC mentality marketers address products as

brands. According to author Tom Duncan in the book Principles of Advertising & IMC,

“Companies make products, but they sell brands.” A brand builds strength in relationships;

it’s more than a product. “The stronger a brand is, the more value it has,” said Duncan.

“Positive brand relationships generate profits” (Duncan 67).

However, today many corporations are scrambling to gain market share, struggling

with branding and relationship issues. Six Flags Inc. is one such organization of recent

concern with local impact on Western New York consumers. Six Flags Darien Lake is a

theme park located in Wyoming County, approximately 40 miles form the city of Buffalo.
 Founded in 1961 in Texas, a man named Angus Wynne broke new ground in the

family entertainment industry creating the first park, Six Flags Over Texas. The park

showcased six themed sections “modeled after the culture of the six countries whose flags

flew over Texas during the state’s colorful history” (www.sixflags.com). Wynne’s goal was to

develop large regional amusement parks, easily assessable to all people. His imagination led

him to a formula for success. He used themes to “enrich the entertainment experience”

(www.sixflags.com) in addition to state-of-the-art rides and entertainment attractions.

As a brand, Six Flags Inc. positions itself in the amusement entertainment industry,

specifically geared towards the middle class family. As a component of a brand, the logo is

very important connection to consumers; it is the primary brand image. The Six Flags logo

showcases 6 tall pendant flags, each a different color in front of a bright red rectangular

background. The lettering is large and fun with a block-style font. These design features are

intended to help consumers perceive an energetic, thrilling, and exciting atmosphere. Six

Flags Inc. brands itself as a cheaper more enjoyable experience that is much closer to the

average family home. According to the Six Flags Inc. website, the company prides itself on

affordability and proximity to 34 of the 50 largest metro areas in the United States (within an

8- hour drive from cities) (www.sixflags.com).

In comparison, Walt Disney World, a park within the same frame of reference, brands

itself in terms of a fantastical, magical environment and focused on making dreams come true

to appeal to consumers. It is more expensive, often times hundreds of miles from an average

families home. Six Flags Inc. capitalizes on features that are opposite of Disney. Six Flags

Inc. is branded for its large, fast rollercoaster’s. However, again in comparison to Disney, Six

Flags Inc. has less covered or shaded areas to wait in line and not as many characters or props

to enhance the rollercoaster’s (www.wikipedia.com). This ever-present comparison is a

Disney. We’re never going to be Disney,” Six Flags Inc. CEO Mark Shapiro said in a recent

article in the Washington Post. “We need to be similar to the Disney experience. We’ve got a

leg up on Disney though because we’re a drive away” (www.washingtonpost.com).

Now in its 45th Anniversary year, Six Flags Inc. as a brand is suffering. The brand, its

position and image are not connecting with consumers as much as it has in the past. Since

2001 the company has seen fewer guests visit each year. Attendance was down 14 percent for

the 2005-2006 season (www.washingtonpost.com). The company also recorded a net loss of

$241 million with a revenue of only $42.7 million for the past season, double the $178.7

million loss from 2004-2005 (www.forbes.com). To alleviate some of this debt, the company

announced in June 2006 it would sell or close 6 of the 30 theme parks nationwide, including

the Darien Lake location.

The Post claimed that Six Flags’ new management, which took over last year, “has

learned some hard lessons” about its “past poor performance” (www.washingtonpost.com.)

CEO Shapiro told analysts that “metrological phenomena,” “adverse weather,” mainly on

weekends and “higher spending” contribute toward the company’s loss. Attendance at the 30

amusement parks fell and turnaround is forecasted to be tougher than expected (www.

forbes.com.)

Financially in the red since 2001, Six Flags Inc. discovered problems with the

company brand. “We couldn’t have realized, candidly, that this brand is more damaged that

we previously thought,” Shapiro said. “What we couldn’t realize is just how many families

have literally given up on Six Flags” (www.forbes.com). Reports from various parks also

cited increased levels of gang activity, violence and security as major customer complaints

(www.washingtonpost.com). Some have had complaints of disorderly conduct, fighting and

rushing to come back and get burned again” (www.forbes.com).

For its 45th Anniversary (2006) and the future Six Flags Inc. looks to rededicate itself

and improve the entire brand including marketing, advertising, promotion, sales, and the in-

park experience. According to the company website, Six Flags Inc. hopes to improve the

brand experience to a make a cleaner, more comfortable and guest friendly atmosphere.

Additionally, Six Flags Inc. will introduce popular consumer brands in food and service. They

look forward to “continuing to provide families and guests of all ages the best and most

diverse entertainment experience they can find close to home” (www.sixfalgs.com).

Currently, Six Flags Inc. as a brand offers families a one-stop diversified entertainment

destination showcasing thrill rides, branded rollercoaster’s, water attractions, themed areas,

children’s sections, parades, concerts and shows, restaurants, games and retail outlets. The

company also holds exclusive rights to the use of licensed Warner Brothers cartoon characters

such as Bugs Bunny and Looney Toons, as well as DC Comic characters. In the future Six

Flags Inc. hopes to expand character involvement to meet and greet sessions, meals,

photographs and photo opportunities (www.sixflags.com).

However, are these steps going to solve the branding dilemma? To deal with these

growing concerns it will be important to address problems with a cohesive Integrated

Marketing approach. Due to recent technology and communication advances, consumers now

have a wider variety of brands to choose from. Marketers for Six Flags Inc. should use an

IMC approach to tackle branding problems through consistent communication of a key

message, leading to customer retention. Using an IMC theory will also integrate all areas of a

company to work towards retention and brand building. Departments will be cohesive,

utilizing cross-functional planning, to ensure the key message is properly expressed. “People
in organizations care about only their own positions and departments have little concern or

sense of responsibility for the organizations collective results” (Duncan 59). Using IMC Six

Flags Inc. may also protect against the “perception virus” that “weakens brand messages and

adds to message misunderstanding” (Duncan 70).

Brands are perceptions and Six Flags first needs to survey and measure consumer

opinions to see how brands measure up to prediction. Research is key to any change in

marketing strategy. Researched is used “to discover what we know and what we don’t know”

(Roberts 177). Research determines the real causes to problems. Six Flags Inc. should

constantly evaluate in terms of perception, image, position and meaning. For example, the Six

Flags brand may be worn out, over exposed, misunderstood, outdated, defective or marketers

may focus on past experiences rather than the potential of future ones (Roberts 35). New

marketing plans will only be successful if the correct problem is addressed in the appropriate

manner.

Six Flags Inc. could improve marketing communication in terms of brand and

relationships. According to the book Lovemarks, by Kevin Roberts “Humans are powered by

emotion, not reason” (Roberts 42). Brands are sustained through emotion. A consumer needs

to love, “It’s a constant process of keeping in touch with consumers, understanding and

spending time with them” (Roberts 74). Six Flags Inc. can return to the market as a successful

brand if it capitalizes on consumers emotions. They must address the past, present and future

of stakeholders (Roberts 91). To keep up with competition Six Flags Inc. needs to develop a

point of difference, while continuing to fortify brand position, image and meaning (Tybout

&Calkins 20).

For Six Flags Inc. it will be important to pay attention to what has worked in the past.

All IMC plans should begin from the ground up, however if there are specific tactics that
previously worked, tweak these and make them work again. For example, in 2004 (the year

the company lost half as much money as in 2005-2006) Six Flags Inc. introduced a character

to promote the summer entertainment season. Mr. Six was a jovial elderly bald man who wore

a suit and bright red bow tie (www.wikipedia.com). He toured the country on a bus, which

drove around blasting a fun energizing tune that caused Mr. Six to break out in dance. It was a

hilarious jig for an old man to perform. This character made a connection to stakeholders and

similar successful tool should be used again. Perhaps Mr. Six can return a perform a different

dance to the same tune, a similar dance to a different tune or even a montage of commercials

and ads with Mr. Six shown in all types of geographic and demographic areas dancing to

different types of music corresponding to the audience.

In addition to advertisements, Six Flags Inc. should continue to develop relationships

by listening to consumers. Technology can be utilized to the fullest extent to facilitate

conversation between the company and audiences. In addition to the tactics Six Flags Inc. is

already planning to employ, other innovative and creative marketing tools should be used. For

example, an interactive storyboard where kids can write about their experiences, testimonials

from consumers, videos of ride experiences and even onine interaction with Looney

Toons/DC comic characters. Information from such websites will help ensure the current

marketing strategies, tools and tactics are being used.

In Marketing Communication perception is reality. The key to perception is

capitalizing human emotion. If Six Flags Inc. can use IMC to make an emotional tie to

consumers, they will then trust the brand, become loyal and Six Flags Inc. as a brand may

someday become the next Walt Disney.