Advertising for; Florence and the machine’s at London’s Alexandra palace.
The main advertising for this tour date is through Florence herself.
By this I mean the more her name appears in the press or the next public appearance she does, she is continuously getting her name out there and as people speak more about her and hear her music then they will become more aware of her tour and as she picks up a larger fan base her tour dates will then become sold out.
The only real advertisement and mention of this tour date is if you were to search to buy tickets for it. Although this seems an inadequate amount of advertising, the tickets sold out within an early period of there realise, therefore showing that there would be no point in using extra advertising.
Although I have not seen the tour advertised anywhere via posters, both on the web or in different areas (for example the underground and on advertising posts), they have created a poster for the current tour. This poster is used as more of a souvenir as they sell it to attendees to the event or fans can purchase it off Flo’s website.
I would say that it would have been an attribute to the tour to have advertised around the large cities with these prints. This is mainly because of their bright colours which makes them undeniably eye catching and as study shows that the tube now regularly carries more than 4 million people a day, with an average of 3 minutes waiting time on platforms, commuters have plenty of time to read, consider and take in the message.
Additionally, 87% of consumers welcome Tube advertising as it provides a pleasant distraction during their journey and research shows that 79% of commuters have been somewhere, bought something or looked something up as a direct result of tube advertising, thus showing that this form of promotion genuinely is effective.
However to contour act that, and probably the reason there advertising campaign did not consist of these types of advertisements is that they are very costly.
The table below outlines some of the costs which are based on a 6 sheet option which is one of the more affordable alternatives.
If there were 400 posters put up around the station would set you back £157,266 and that could rise year on year by 2.9%!
It is also a point to consider that Florence does not need this type of direct marketing because without it, the tour is still a big success with all the official tickets already sold.
References
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