Craven Events

Knowledge about competing offers will help you to identify your points of difference - the stand-out differences that will encourage a person to accept your offer rather than do something else.

Not surprisingly, competition is more likely to come from home-based activities - TV, videos, cooking, socialising, playing with the kids, reading a book or sleeping, which are becoming more and more attractive as people work longer hours.

People are increasingly time-poor. This is why some performances are getting shorter and performance companies are experimenting with different opening hours or start times so that a person can plan their attendance at an event more easily around their other life activities.

However, having decided on a night out, a person is presented with what can be a bewildering array of choices: films, exhibitions, plays, dance, music, restaurants, museums and so on. Unless a person is 'in the arts loop' it can be hard to identify what's good or what will appeal.

This is why it is so important to know who you are appealing to and the triggers that will excite their interest.