EventScotland Events Management - A Practical Guide

To increase the level of overall attendances by 1,000
> To attract 10,000 attendances over 2 days: 6,000 on Saturday and 4,000 on Sunday
> To increase the number of visitors attending the event from outwith the region by 300
> To raise £25,000 in net ticket revenue
> To attract 30% local, 20% regional, 40% Scottish and 10% ‘rest of UK’ attendees
> To attract 300 new mailing list members
> To increase ‘family ticket’ sales by 10%
> To achieve 95% audience satisfaction rating of ‘excellent’ or ‘very good’
> To achieve national press coverage
Remember, marketing objectives have to make sense within the framework of the
broader event objectives (see Chapter 1).
6) Developing the Marketing Strategy:
How are you going to get there?
Once the marketing objectives have been set, begin to look at the approach you will
take to achieve them. In other words, begin to define your strategy. In order to do
this, first think about how the event will be positioned in the market place.
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chapter eleven marketing and communications
Positioning
This is a marketing term used to describe the way in which you present what you are
offering to the public. It involves communicating the ‘feel’ and main benefits of the
event experience through ‘key messages’. Each event will have its own unique range
of benefits, which may include, for example:
> The reputation of the event
> The key elements of the programme
> What the special interest area is
> The kind of experience the event offers (outdoors/indoors/all day, etc)
> If there is a unique element – for example something that is specific to
the town/event/venue
> If it offers something that is different/better than other events/experiences