Marketing and PR for Events
The Afresco event that is intangible, perishable, variable and inseparable. It’s aim for its 2007 event is to maximise visitor number with in is ‘Adventure Travel’ from the Birmingham. The event’s aim is to increase visitor number by using PR and marketing as well as the strategy technique known as Porter generic strategies.
Offensive andrelationship marketing will both be used in order to have a maximum impact and attract visitors to the event. it’s events targets include: Increasing the number of core visitors attending the show specially on Friday by10% to around 41,000 as well as to increase exhibitor numbers. The promotion carried out was an integrated media campaign using: The ALFRESCO website, direct mail, e-mail, inserts,advertising in the press, advertising on radio, online and PR, leafleting. The 7 P’s of the marketing mixed are used to contribute to the over all marketing plane and in order not to keep track of every thing that needs to be done a time line and control technique have been used.
Strategic Marketing Initiatives
Events are both products and services that are intangible, perishable as they onlylast for a designate period of time, are variable because the are no events that can be the exact some, finally they are inseparable as they use physical evidence. They can be seen as facilitators or conduits for relationship development and information flow as they are opportunities to network.
The plan for the ALFRESCO event is to maximise visitor number with in is ‘Adventure Travel’ from theBirmingham. The event to increase visitor number by using PR and marketing as well as the strategy technique known as Porter generic strategies.
Porter’s ‘strategy is about achieving competitive advantage through being different- delivering a unique value added to the customer, having a clear and enactable view of how to position your self uniquely in your industry, (Dobson 2004, P1) porter’sgeneric forces involve: Cost leadership, Differentiation, as well as Focus.
Offensive and relationship marketing will both be used in order to have a maximum impact and attract visitors to the event. This will only be done in places were families tend to spend time like at libraries and parks as well as specifically near outdoor shops.
By using this technique AL FRESCO will be able to competein various ways in the market with the use of things such as differentiation, from other out door events by not only focusing on what the show offers but also on how it can be a fun way to exercise and spend time together as one family. This is because Porter generic strategies refers to market penetration and competitive advantage witch is the best suited to what ALFRESCO wants to achievewhich is the increase the number. The events targets include: Increasing the number of core visitors attending the show specially on Friday by10% to around 41,000. there is also need to increase exhibitor numbers. promote the event as a fun exiting and different way to exercise, bond and spend time as a group.
The Marketing Communications Mix
The pricing strategy will remain for thetime being as Price discrimination. This is when there are different prices for one same product. e.g. this can depend on age group, occupation and time ticket was bought e.g. at the door or in advance. Since One of ALFRESCO’s target is to increase visitor number on Friday, prices will be cut and psychological pricing will be used to attract a larger amount of visitors on Friday. Please note thatan example of this can be seen in the below table.
|Friday |Advance |On Door |
| | | |
|Type | | |
|Adult |9.99 |11.99 |
|Child |4.99 |6.99 |...
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