Comparing the two advertising styles; including, media choice and promotional campaign.

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The two events I have chosen very different advertising approaches and aims. It is necessary for these events to outline these aims because it will help them carry out a successful advertising campaign.

If I begin with TNT travel show there market and objectives completely differ to those that Florence and the Machine’s will have.

With the travel show there two main objectives are to get people in (both exhibitors and guests) and to get people buying. The second part of these objectives is mainly covered when attendees are actually at the event however there is encouragement on the website such as; “savings of up to 50%”.

These kinds of promotional categories are savings were customers receive more for their money but the travel show also promotes competitions which feature the winning aspect of promotional categories, and there are numerous competitions on the website to win opportunities such as “backpacking across South Africa” or a “Winning the Ultimate Olympus Travel Camera”.

These are incentives to get member s of the public to attend the event as you have to fill in the form and hand it in upon entrance to the travel show exhibition.

Having these kinds of offers are very effective as people are far more likely to attend an event they feel like they’re getting something out of or to buy a package holiday if they are getting a bargain.

This is more relevant today than it has ever been before, because of the recession people have got tighter budgets to spare so want to feel like they are getting extra for their hard earned cash!

So it is a clever marketing scheme to advertise these savings and competitions as it will be what really attracts the guests.

Florence and the Machine’s tactics are all together very different. They have not had to work so hard to attract new customers and encourage repeat custom in the same way that the travel show does because in a way there target market is a lot more diverse and larger than that of TNT’s.

Florence’s tour is all about giving her fans the opportunity to watch her preform and in the industry of artists as soon as they reach a certain level of popularity they do not struggle to sell tickets for these shows. As Florence is currently touring beyond England her fan base is starched internationally and as a result her music is recognisable and she is an artist that people would happily pay to see.

For this reason the marketing campaign for her tour was based more on selling herself and really making herself known to as many people as possible. By doing this Florence is increasing her fan base and that in turn will sell the tickets of her tour.

In a way promotions for the tour have not really been needed so much but I would also say that there could have been a lot more done to let people know about the tour and when it was taking place rather than just promoting Florence and her new album.

This is something the travel show were very successful at, as it is a yearly event a large amount of their guests are gathered from repeat custom but TNT also got there name out there by advertising on different websites and magazines that they are linked with.

It is also important to mention the venue they picked for the vent because by choosing Earls Court a very recognisable venue new custom to the travel show will immediately think that it is a well put together and large show because of the associations attached to other events held at that venue.

TNT are good at getting the right people to attend there events, they advertise in very similar and relative businesses such as luggage storage and travel insurance so mostly people whom are at the show are looking and prepared to spend money because they are already thinking about going on vacation.

For these reasons I would say that the travel show is better at advertising there event as they provide all the information you need to know about the show whereas with Florence’s tour there simply isn’t the access to the information you need.

The Sequential model of advertising could be included at this point as the model shows that in advertising, the processes three processes Cognitive, Affective and Conative;  

• Cognitive- you need to get customers thinking about your event
• Affective- then liking it, so in turn they will attend
• Conative- then that is when they will spend the money on your event.

This process is shown in the advertising of both events, firstly information is written about the event and attempts are made to make this be known to the target market, then there are encouragements such as the promotional aids in the format of offers and competitions, it is then that you have convinced people to become attendees of the event that the money is made.

AIDA

Attention, Interest,Desire and Action are the stages that are used to simplify overall how the advertising campaign will be carried out.

In The Travel Shows case it is there adds within TNT’s magazine which grap attention, then if people investigate the website the interest grows and with the promo aids and the format, layout and informative and persauding writing style of the webstie, there will be desire to attend and finally once the attendees are there many will then buy holidays, insurance, travel packages or many other options that the show has to offer.