The Sales promotions and PR material for both events.
Sales promotion- a range of tactical marketing techniques, designed within a strategic marketing framework, to add value to a product or service, in order to achieve a specific sales and marketing objective.
Looking at the diagrams above; throughout the years the consumer promotional mix has changed, in the consumer market mainly sales promotion has always been at the top if not relatively near the top as of the importance of customers feeling as though they are getting a good deal, however around 2007 PR became the top and the money that would be usually spent on sales promotions was cut and fed back into the public relations.
Although due to the recession that began in the late of 2008 it is probable that sales promotion will be back at the top as the importance will once again focus on getting more for your money and customers will adapt to the current financial climate and be more money savvy.
So firstly, the Travel Show;
Initially when you sign up online to get your free tickets to the show, you provide them with your details including your address and e-mail.
Developing repeat custom is definitely something the show has pinned down. There are a large number of attendees to the show but a large amount of them are generated from repeat custom, and this is an important part of their sales promotion as it displays that the show is everything it is laid out to be and a very enjoyable experience if many of the guests are happy to attend more than once.
The show also has many different competitions to win holidays and travel related gifts. This is a key way to encourage attendees because when they sign up online for these promo’s they are asked to hand in there print off and join the competition when they enter the event. This basically works as attendance equals entry to the competitions which for existing visitors encourages loyalty as they feel they are potentially being rewarded for their loyalty and as for new customers it may ad as a decider to encourage them to attend if they were contemplating it already.
TNT Publishing has appointed travel PR specialists, Citruspr- to handle the UK public relations for the Earls Court TNT Travel Show.
TNT Publishing are the leading media brands for Australians, New Zealanders, South Africans, Americans and young people aged between 18 and 39 living and working in Greater London.
The 8th annual TNT Travel Show offers inspirational ideas for anyone interested in travel. Plus visitors can benefit from exclusive deals only available on the day, fantastic competition prizes, travel talks and seminars and a free internet zone.
Florence and the machine;
The aims for her promotions are very different. There are no real sales promotions, however the PR for this event is what is most important.
The Public relations are not just based on the event itself or the tour but also a lot about the artist (Florence). There is a lot of information released both on the web and through social media about Flo and her current tour alongside other appearances she is doing such as TV shows or recently she has been in the press for winning at the Brit awards this year.
As well as winning an award she also performed on the show and as it gained a large viewers basis it once again ‘put her name in lights’ and this can work better than advertising campaigns when working with artists.
Yesterday and the two days prior were the days that the event took place at Alexandra Palace and here is a snippet of the show.
It is effective that videos and pictures of the tour date have already been released as fans who didn’t manage to get tickets can see what the show was like which will encourage them to be involved and but tickets for the next event.
Both of these events are very difficult to compare because of the different nature of their events.
In my opinion they have effectively used these marketing tools in a manner that suits their particular event. Although it still could have been constructive in the case of Florence’s tour, to have provided some sales promotion in the form of competitions for tickets etc. This would keep the fans interested and they would feel as though they were being rewarded for their allegiance to Flo as fans.
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