Crufts Advertisement

 

Source of picture: http://www.thenec.co.uk/      

Accessed: 07/02/2013

Venue for Crufts Dog Show Event

The NEC Birmingham is the venue in which Crufts Dog Show takes place from the 7^th-10^th March 2013. The Venues homepage offers an eye catching banner across the top of the page, the image changes every 5-8 seconds; it is used in advertising the events due to take place at the location.

Crufts takes up the opportunity to push their advertising to be appealing to all visitors of the NEC website. The colours of the advert are seen throughout all elements of marketing strategies by Crufts, therefore creating a relation to the recognition of the event and the colours – arguably one of the first things to notice about the advertisement. Furthermore, images of the dogs are almost compulsory for the events ad, again, to instantly report to the website visitor what the event is about. For those more familiar with the Crufts event from previous years, they will notice the main dog pictured is a ‘Lhasa Apso’, the winner of Best in Show from Crufts 2012. It creates a sense of recognition and familiarises people with the highlighting aspects of a previous successful event.

Overall, the advert is kept simple and factual; the events name, the date of the event, and the location of the event are all presented in a list-like fashion; though each differing in font and colour. They are recognised as the most important information needed to be supplied for the receiver of the advert.

“Under 8’s go free” is a promotional effort included in the banner advertisement. To entice new and previous customers to bring along children, emphasising the event to be one suitable for all ages and therefore families. Also, for receivers of the advertisement, the thought of being given something ‘Free’ is somewhat rewarding, it can be helpful in reinforcing any possibility of the individual choosing to attend the event.

Finally, “Biggest and Best Celebration of Dogs” is a strong statement for an events brand and reputation to print and live up to. It will most certainly increase any expectations attendees will have of the show, though the sense of confidence in itself is also intriguing. The bold statement may entice more attendees, people who do want to see the ‘biggest and best celebration of dogs’ and genuinely believe what the advert is telling them.

Irrelevent emails through direct mail sign up

 


















This is a print screen of just one of the irrelevant/unwanted emails I have received since signing up to the newsletter for "London Fashion Week". They have used the 'sign up' approach to obtain email addresses and use them to market other events they are involved in. Although a tactical marketing approach from their point of view, as a receiver of these it becomes an inconvenience to keep getting these emails that I did not specifically sign up for. It is the kind of annoyance that would usually lead me to 'unsubscribe' from their emailing service. So, from a customer’s point of view, the marketing approach, in my opinion, is not a successful one. They should keep to sending emails specifically about London Fashion Week itself as this is the only event I signed up for when using their website. It creates less of a trusting relationship concerning what they will do with the contact information I provided them when signing up.

YouTube advertisements

Neither London Fashion Week or Crufts are advertised much in the way of television so far away from the date of the event. I decided to approach YouTube as a way of finding film media advertising each event. YouTube reaches out to a mass audience, therefore would be a useful element to upload a video to in order to raise awareness and increase knowledge on the event. I searched London Fashion Week, all that was available were videos of previous runway shows from 2012, 2011, and so on. Nothing in the way of advertising their 2013 event was visible. Crufts, however, did offer a form of advertisement, which I will link to this post. Although very basic, and a critic may describe it as amateur, it at least offers its audience visuals and details of the 2013 dog show Crufts. It repeats it's details at the beginning and end, with a montage of images throughout. Video clips may have been more exciting for the viewer, video footage from previous crufts shows would have been an option, however it still stands that they at least have some marketing strategies that are easily accessible if looking on YouTube.

Introduction to London Fashion Week 2013

London Fashion Week is the second event I have chosen to focus on, regarding their marketing approaches and strategies. The event takes place on Friday 15th to Tuesday 19th in February 2013.
Upon first glance at their website, you instantly notice the Register at  LFW red button. It is easy to locate as a user, and gives further description by saying "fast track registration for AW13 is now open, Buyers, press and bloggers click here to register online." It explains exactly who the button is useful too. Above this, there is also a LOGIN or SUBSCRIBE option; again, this is on the very top of the websites homepage therefore easily visible to the website user.

Crufts Intro - Direct Mail Sign Up

 

This page is what you are linked to once you have clicked on the E-Newsletter tab. The questions asked suggest an approach on profiling, as asking for information such as "Gender" and "Age" will assist in reporting to the Kennel Club the percentage of different demographics signing up.

 

 

I signed up to the E-Newsletter for Crufts! Located on the websites homepage, I had to scroll down to the bottom of the page in order to find the tab. It is a link to the Kennel Clubs Site where you register as a user, and tick a box to say you are interested in 'Crufts'.

 

 

I have chosen Crufts dog show as one of the events to explore regarding marketing strategies, taking place on the 7th-10th March 2013 in Birmingham. The event is an annual dog show, where breeds from the Kennel Club are showcased through competition.

http://www.crufts.org.uk/

EV402 Coursework

EV402 – EVENT AND FESTIVAL MANAGEMENT BA HONS: Coursework 2

A blog to describe and critique each event regarding their marketing communications activities including: the website, any advertising and sponsorship, PR editorial activities, and direct mailings.