My final post.

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Overall both of these Events have had very effective marketing campaigns but have gone about it in entirely different ways!

Both events have now taken place, and from reviews I have read been successful.

As I come to the end of my blog I can’t say I will miss it however I do feel a sense of accomplishment for finally finishing.

So please enjoy a last video from Florence and Promotional video from TNT Travel show.

Thankyou For reading!

The Sales promotions and PR material for both events.  

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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.

References

http://jtr.sagepub.com/content/29/1/3.abstract

http://www.leisureshow.com/news_latest.html

http://www.citruspr.co.uk/

The sponsorship for the Travel show and for Florence and the Machine.

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“Sponsorship is a mutually beneficial arrangement that consists of the provision of resources of funds, goods and/or services ... in return for a set of rights that can be used in communications activity, for the achievements of objectives for commercial gain.”

-Masterman, Guy (2007) Sponsorship For A Return on Investment, London: Elsevier.

Sponsorship has to be relevant to the event and in order to do that it is critical that they are aware of their target market.

Firstly focusing on TNT Travel Show.

Using KMR Software to identify the type of people that had taken holidays and short break holidays over the past 12 months I could establish the type of market the travel show would be intended for;

It is important that the right target market is defined as there is certain types of advertising which will apply more to certain people, Such as; an elegant romantic advert for a perfume such as ‘Chanel’s’ adverts are clearly aimed at females and also look expensive like the perfume itself so are aimed at a higher financial band.

Whereas a comical advert such as the ‘Old Spice’ advert is aimed at females mainly to buy for their husbands, but also males because of its humour. The product is cheaper and the ad reflects that and is directed to a lower social grade which is also important when picking the sponsors of the event.

The choice must be related to the type of event but also have a matching target audience too, otherwise the people whom are directed to your site will have no interest in the event and it would be the same as having no sponsor at all. This is also important when picking the venue, and some consideration should be taken as to if the venue has sponsors and if so do they match your event?

As KMR shows the types of people who may attend these events e.g. the ones that are going to be going on holiday or booking holidays are:

• Least likely to be aged 15-24 and most likely to be aged 35-44.
• They are most likely to be social grade A, and least likely to be social grade E.
• And the more money earned has a clear positive trend towards how many of that salary group went on holiday.

Although this information is not absolutely the same as the target market drawn up by the Travel show itself drawn up from the information of the past attendees it is very similar and shows the same trends.

This is the list of sponsors to the event, The Travel shows sponsorship is corporate based as appose to trusts and foundations or individual giving.

TNT Travel Show 2012 has hand-picked a supporting choice of the top youth travel names as associate sponsors to share their expertise.

The Flight Centre is the headline sponsor at the event, alongside three associate sponsors including industry tax, financial and migration expert, 1st Contact; travel and backpack specialists, Gapyear; and adventure travel company- Travel Talk.

Outdoor clothing and equipment supplier; Kathmandu, is the partner sponsor for the stage area – to be called Kathmandu’s Big Stage and the seminar rooms will be named the ‘Travel Seminars sponsored by Kathmandu’. The sponsors will also be represented with stands at the show.

These sponsors are all interested in being represented by the travel show because they are the UK’s leading free Travel Show. They are also a welcome match to the show because they are all leaders in specific areas of travel.

TNT Multimedia CEO, Kevin Ellis says: “We’re delighted to be in such good company with this year’s sponsors, each one a leader in their field. The support and presence on the day of these companies will add further kudos to the reputation of the show, and will no doubt prove a huge draw to the thousands of visitors who come to plan and book their travels.”

Focusing on Florence and the Machine.

As the Arts is the 3^rd biggest sector for sponsorship in the UK, with a 14% share of the market it would be expected that sponsoring events such as live performances and artists tours would have positive benefits. However after looking for a sponsor of the tour many times it is apparent there are no sponsors. In fact as for artist’s tours, I looked at a few other artists and they did not have sponsors for their tours either.

Although I would say that it would be a good for businesses to join up with these sorts of event(s) as sponsors, and for a business such as virgin phone company who are already linked with live performances (V Festival), they have the target customer potential because of the variety of people who take out phone contracts and being linked with artists will make the company appeal more to fans of Florence and therefore choose that company over others, which would mean for a company like that to sponsor the tour there would be a good return on investment.

Nonetheless it is the case that Events like these do not tend to have sponsorship.

References

http://academic.mintel.com/sinatra/oxygen_academic/my_reports/

https://www.kmrsoftware.net/netquestuni2/login/login.aspx?ReturnUrl=%2fnetquestuni2%2fDefault.aspx

Direct marketing- The mail I have received from the two events.

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As far as direct mail went, there wasn’t much!

First off I have received a lot more notifications form Google alerts particularly for Florence and the machine than I have received first hand messages for the events themselves.

 (323 Google alerts to be precise). 

When considering how much is a good amount? It is a very hard topic to put a number on as you need to send enough e-mails or letters through the post to generate interest but not too much that it gets irritating and potential attendees get annoyed at the number of messages they are receiving.

Although I would say with these events there simply was not enough! I received three e-mails in total from TNT Travel show and they are listed below;

As you can see the first e-mail is after I have already booked tickets for the show despite liking there Facebook page and following them on Twitter and joining TNT magazine.. amongst other things that I thought they would pick up my e-mail from and send me mail.

The second message is just a general message introducing Eventbrite  who are the organisers of the show and is a nice e-mail to receive, as it has a link to information about the show and gives assistance on directions etc.

The last e-mail was sent a few days before the event took place just reminding attendees and also giving the link to print of the tickets for the day.

All in all the show has tried not to over whelm visitors with too much information and messages and has simply gone for what is the necessary information they need to know.

However if they were to do some advertising within those messages and possibly include some of their sponsors names or links to packages they can buy online they may have generated more money but would have ended bombarding there guests with fundamentally junk mail.

Florence and the machine on the other hand I have received no mail from what so ever, I’m sure the case would be different if I was attending the event but despite joining up to her fan page and tour page and also liking the Facebook page and joining her on Twitter etc. I did not receive any messages about the event.

In this case I think there definitely needed to be more direct marketing. As someone potentially interested in the event I did not hear anything over than the Google alerts I had set up whereas a newsletter or something along those lines occasionally been sent out to the fans maybe on a monthly basis, describing what Florence had coming up and pictures of her recent performances with links to music videos would really create a sense of feedback from the artist to her fan base and help to encourage repeat custom to her performances. 

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.   

Advertising for; Florence and the machine’s at London’s Alexandra palace.

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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

http:/References http://www.cbsoutdoor.co.uk/Our-Media/London-Underground/