Craven Events

Marketing Overview

Communication is important because you need people to understand what you are trying to do. You want people to become sufficiently engaged with what you are doing so that they will visit your event or buy a ticket for a performance.

The mantra for all communications is:

• know yourself
• know your audience
• know your competition
• know your medium

When you have considered the above, you can then identify how you will:

• position yourself or your company in the marketplace

Barriers

You also need to identify what the likely barriers to attendance or purchase might be. Try and find out what discourages people?

Barriers are likely to include:

perceptual barriers: perceived difficulty of the subject matter or style of performance, or belief it will be 'more of the same old...'

practical difficulties: lack of transport, inadequate or expensive parking, cost of childcare, not being able to get through on the booking line, long queues, lack of time or money

social barriers: nowhere to eat or have a drink nearby, might feel out of place

fear of the unknown: not familiar with the artists or the venue, not sure whether they will enjoy or appreciate the work or show

Your communications cannot address every need and every barrier but they must at least identify the key areas of importance to your target audience and therefore the messages that will have the greatest impact.