TV & Radio Marketing

Television Marketing

Footage of Crufts was recorded and broad casted on More4, from 6.30pm for the duration of 2 hours. It contained highlights of the event, competitions, showings, stands, and so on. The final of the Crufts dog show however was broadcast on Channel4 itself at 5.30pm and lasted for the duration of 3 hours - due to the finale of the show and competition itself, and the winning of 'best in show'. As a student I have not had access to TV broadcasting live, so although I can access to the TV shows on report at http://www.channel4.com/programmes/crufts/4od#34904400, (screen shot picture below) I did not get to see any channel 4 or more 4 TV advertisements leading up to the show, and upon researching on the Internet, using google search engine and youtube search, I have not been able to locate an advertisement that was broad casted on TV itself. A self promotional video was all I could find on the Crufts YouTube Channel, which can be found in one of my earlier posts - yet I would like to note that in 2009 Crufts became the most-watched YouTube channel in the UK as it was streamed online for the first time, so the marketing approach here was truly successful.

 

Unlike Crufts, London Fashion Week isn't broadcast on television. It does however have a link on it's website to "LFWTV" - London Fashion Week Television, yet this is more of a blog keeping users up to date on the event, fashion shows, news, etc. No TV adverts were found when I searched the Internet, a marketing strategy evidently not adopted by London Fashion Week. They may not see it as a necessary tactic to cater for their event as it is not broad casted, or they feel social networking reaches their target demographic more effectively.

Radio Marketing

Radio marketing is another marketing strategy used by both events.



"Crufts FM will be broadcast live on 106.8fm from Wednesday 4th March, until 10pm on Sunday 8th March within a 5km radius of the NEC, Birmingham. This means that those driving to the NEC will be able to listen to the latest news from the event. Those who are a bit further away from the action will be able to listen to Crufts FM via the web on the Crufts website, www.crufts.org.uk" http://www.crufts.org.uk/news/celebrate-happy-healthy-dogs-listening-crufts-fm

London Fashion Week last year was broadcast on BBC Radio 4, as a London Fashion Week Special on 'Womens Hour'. For a duration of 58 minutes on Monday 20th February, as well as BBC Asia, however, when researching marketing strategies for this years event, no such marketing activity was found to exist. This may be down to the event organisers not seeing it as effective as other strategies, it may not directly associate itself with the target demographic.