Monday, 12 March 2012
Direct Marketing
Direct marketing is basically establishing a relationship with a customer on a more personal level. It can be used with existing or potential customers to generate sales or raise awareness. For a lot of businesses it is the most cost-effective type of marketing. Customers can be targetted with greater accuracy as people who are interested in the event can be sent the information needed. The reasons for using direct marketing can be to increase sales to existing customers, to build customer loyalty, to re-establish lapsed customer relationships and lastly to generate new business gaining more customers. Direct marketing can include the following -- e-mail
- through your letterbox
- to your face
- magazines
- text marketing
- leaflet drop outs
An example of McFLY direct marketing is shown above, before the tour was announced and most people knew about it, McFLY e-mailed their fans telling them that their was an upcoming tour. Therefore they are clearly not targetting anybody who wouldn't be interested in the event, as they have e-mailed everybody who is currently signed up to their newsletter. Also as I have previously bought McFLY tickets from ticketmaster, they have shown an interest and sent me an e-mail telling me that there is an upcoming tour. This is a good way to get across to the fans, as it is quite personal as it is giving fresh information!
McFLY fans creating a promotional video for the tour
Looking through videos on youtube I found that McFLY don't actually have an official promotional video for their tour, but as seen as though they have such loyal fans the fans have made them one! This nearly has 4,000 views and basically advertises where the boys are playing the gigs and what dates. This is free advertisement for McFly as they haven't had to pay to have a trailer made, it comes along free with the fans but also holds the same information they would have given if they had one personally made themselves.
Sunday, 11 March 2012
Advertising part two!
"Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media" (Bovee,1992,p.7)
Outside of the where the event is held - Somerset house. There is a gigantic flag advertising the event to the public. This is an easy way for the public to then find the location but at the same time gain peoples interest into wanting to attend the event. It is big, bold and eye-catching to the public. The writing advertising the name of the event is all in capitals and bold which grabs the attention into wanting to know more. As I didn't attend the event myself I found this image from Google from somebody who had attended. http://forevertrending.co.uk/london-fashion-weekend
Capital FM are a massive radio station with a huge coverage all over the UK. With McFLY having their tour advertised by Capital FM, it is a great way to get the event across to the public. As the event is targeted at teenagers, they tend to listen to the radio a lot, whilst getting ready for school or whilst they are sat at home? Also if their parents are listening to the radio in the car it can reach them then. Radio advertising can reach a wide range of people in a matter of seconds and can be heard 24 hours a day. Capital FM are also linked up on their website so fans of McFLY can purchase tickets.
Weirdly, McFLY haven't really promoted themselves in any magazines, or had much said about them. This is probably because it is a little tour, but one magazine advert I could find was an interview with Harry Judd, a massive deal wasn't made, and his name was only on the right side of the magazine, not really standing out. Although it isn't with the whole band and most of the interview is based on his time on Strictly Come Dancing, at the end they do advertise the tour; saying - Tickets for McFly's 2012 Up Close & Personal tour are on sale now via livenation.co.uk
Outside of the where the event is held - Somerset house. There is a gigantic flag advertising the event to the public. This is an easy way for the public to then find the location but at the same time gain peoples interest into wanting to attend the event. It is big, bold and eye-catching to the public. The writing advertising the name of the event is all in capitals and bold which grabs the attention into wanting to know more. As I didn't attend the event myself I found this image from Google from somebody who had attended. http://forevertrending.co.uk/london-fashion-weekendRadio coverage
Capital FM are a massive radio station with a huge coverage all over the UK. With McFLY having their tour advertised by Capital FM, it is a great way to get the event across to the public. As the event is targeted at teenagers, they tend to listen to the radio a lot, whilst getting ready for school or whilst they are sat at home? Also if their parents are listening to the radio in the car it can reach them then. Radio advertising can reach a wide range of people in a matter of seconds and can be heard 24 hours a day. Capital FM are also linked up on their website so fans of McFLY can purchase tickets. Magazine coverage
Weirdly, McFLY haven't really promoted themselves in any magazines, or had much said about them. This is probably because it is a little tour, but one magazine advert I could find was an interview with Harry Judd, a massive deal wasn't made, and his name was only on the right side of the magazine, not really standing out. Although it isn't with the whole band and most of the interview is based on his time on Strictly Come Dancing, at the end they do advertise the tour; saying - Tickets for McFly's 2012 Up Close & Personal tour are on sale now via livenation.co.uk http://www.teennowmagazine.co.uk/celebrity-news/532663/mcfly-s-harry-judd-dougie-doesn-t-have-the-strictly-moves
Being a main sponsor for London Fashion Week, Elle magazine have also advertised the event, letting the audience know the dates and also where to buy tickets from. They also advertise on their website that An added bonus for ELLE readers is the chance to get one ticket half price when one is purchased at full price. Simply quote ELLETREAT when booking. Tickets can be bought for any session on any day. This is easy advertisement for London Fashion Week, as Elle have the same target audience so they are easily getting across to the right people! http://www.elleuk.com/londonfashionweekend
Being a main sponsor for London Fashion Week, Elle magazine have also advertised the event, letting the audience know the dates and also where to buy tickets from. They also advertise on their website that An added bonus for ELLE readers is the chance to get one ticket half price when one is purchased at full price. Simply quote ELLETREAT when booking. Tickets can be bought for any session on any day. This is easy advertisement for London Fashion Week, as Elle have the same target audience so they are easily getting across to the right people!Exclusive backstage footage from the Keep Calm and Play Louder Tour...
McFLY have recently updated on their website that they will be holding exclusive backstage footage from the tour if people cannot make any of the dates. Although this is a good idea as fans will be able to see all of the shows - it does not come completely free. Fans are asked to sign up to the super city website (which looks like it is going to cost nothing) but once they have registered, there is another part with a £6 monthly fee and £40 yearly fee. So although fans are not paying to go to the show, they are still having to pay to watch it online!
Saturday, 10 March 2012
Marketing communications and objectives
Marketing communications is a subject which has become popular...There are those who prefer to confine marketing communications to promotional activities, which is mostly an academic point of view, and there are those who see the subject in broader terms, embracing every form of communication used in marketing, which is how the subject is practised in the business world.
Jefkins (1991)
A simple classification of the marketing communications mix
DeLozier (1974) and Kotler et al. (1999)
Schramms communication model
Encoder - who does the encoding or sends the message
Decoder - who receives the message
Interpreter - person trying to understand, analyse, perceive.
The main use of Schramms model is to break down the sender and receiver and shows communication in a practical way (although it is not a traditional model) it can happen within our self or two different people. Each person acts as both the sender and the receiver and hence using interpretation.
Communication objectives are important to have for every event held, this will depend on how well the event is going to sell - as the event will need to have a certain tactic. Every event needs to be planned beforehand to be successful, therefore developing communication objectives will eventually lead to success!
McFLY communication objective
I think for every tour that McFLY do their main objective is to attract their loyal fans into buying tour tickets, and also attracting new fans. They have communicated with their fans through social networking websites and the programs that they have recently participated in.Without selling tickets and making profit, there would be no tour dates for fans to go too. McFLY sold most of their tour within the first week, I think the main communication objective is for them to sell their entire tour out and keep their fans happy.
London Fashion Week communication objective
Where as with London Fashion Week, I think the main communication objective is to give the customers an idea of what they have to offer, by showing them the different packages that can be bought which will then influence them into buying tickets.
I believe London Fashion Weekend and McFLY tour have completely different communication objectives, McFLY have to have a fan base to do well, where as with London Fashion Weekend it is something that I could see a lot of people wanting to attend, as there are a lot of people interested in fashion it is something that everyone in that target audience would want to experience. With McFLY they have done a lot of tours since they started out in 2004, therefore a lot of people have already seen them. They have a fan base which will always be there to buy tickets - but they need something new and exciting to make people want to attend the shows.
Tuesday, 6 March 2012
Advertising!
Strong Theory of Advertising
According to (Fill 2003) advertising can affect the degrees of change in the attitudes, knowledge, beliefs and behaviours of the audience. The strong theory is able to persuade someone into buying a product that they have never purchased before, this can then lead them into becoming a long term buyer in the future. So when looking at an event the way that it is promoted and advertised will appeal to different people which then may change the people who attend the event. To do this an advertisement can be made relevent to a certain target audience, or the actual celebrities can be portrayed in a different way, this could be an easy way to gain a wider audience range and have a sell out event! Advertising can create an brand image and increase the sales. According to Pickton (2005) we can summarize that advertising is a strong promotional element which works by:
- Persuading people to buy
- Creating and building brands,
- Differentia ting between brands and
- Increasing sales
Weak Theory of advertising
On the other hand the weak theory is the complete opposite; disagreeing it implys that advertising doesn't actually make people purchase a brand or attend an event.The weak theory believes that the strong theory does not reflect on the real world and that a consumers pattern of brand purchases is driven more by habit than advertising.
McFly Tour - I believe that McFly have gone for the strong theory approach by advertising themselves more than anything else. All of the four band members have took part in TV programmes recently before the tour has taken place. Harry and Dougie have both won two well known shows - I'm a Celebrity Get Me out of Here and Strictly Come Dancing. Tom and Danny have also taken part in The Cube and Popstar to Operastar. I believe that by going on these TV shows, they have become more recognised and it has created them a wider fan base helping all of their tour dates to sell out.
London Fashion Weekend -I believe London Fashion Weekend use the strong theory of advertising, this is because the way they advertise is made to advertise towards a certain target audience. For example they choose to advertise in magazines such as Vogue and have companies such as TopShop sponsoring them. Without these types of advertisements they wouldn't be able to target a certain audience. In the past they have had celebrities such as Dita Von Teese and Emma Watson, when fans of these celebrities know they are going to be attending events such as these they will make sure that they also attend the event. Therefore London Fashion Weekend have also used the strong theory with celebrity endorsement. On the other hand people who are highly interested in fashion obviously will grow a habit of attending events such as these, so no advertising would be needed for them. London Fashion Weekend will have a strong fan base of people who love shopping and will always attend the event.
Comparing both of these events I can see that their is a lot of similar advertising and that both go along with the strong and weak theory. Although both of these events have chosen to do a lot of seperate advertising, I also believe they have both grown a strong fan base who tend to go back every year wanting more. These are habits that certain people grow, and therefore they will chose to stay loyal to an event.
Comparing both of these events I can see that their is a lot of similar advertising and that both go along with the strong and weak theory. Although both of these events have chosen to do a lot of seperate advertising, I also believe they have both grown a strong fan base who tend to go back every year wanting more. These are habits that certain people grow, and therefore they will chose to stay loyal to an event.
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