However on The National Wedding Show they have a link on their navigation bar for competitions.
Promo!
After searching high and low over Ben Howard's website, Twitter and Facebook I couldn't find any offers or ticket give-away's :(
However on The National Wedding Show they have a link on their navigation bar for competitions.
However on The National Wedding Show they have a link on their navigation bar for competitions.
Schramm's model
Sponsorship
'Sponsorship is a mutually beneficial arrangement that consists of the provision of resources of funds, goods and/or services ... in return for a set of rights that can be used in communications activity, for the achievements of objectives for commercial gain.’- Masterman, Guy (2007)
Why should you sponsor an event?
By sponsoring an event you're giving yourself a competitive advantage over other companies as you're raising awareness of your company in relation to a relevant event. You can build an image of yourself in the industry and perhaps a good reputation if you were at a prestigious or important event. You can also develop and maintain a relationship with an event so that you can get repeat customer to them or more coverage.
Its also important that your sponsor suits your event so that the target audiences match and the sponsor is relevant to your event.
Sponsor of Ben Howard's UK tour - I've trawled the internet to find out whether Ben Howard has a sponsor on his tour and it seems he doesn't. All I can find is that he is 'supported' by Communion music.
The National Wedding Show - From the website I have found what appears to be the sponsors down the right hand side of the of the page.
xoxo
Why should you sponsor an event?
By sponsoring an event you're giving yourself a competitive advantage over other companies as you're raising awareness of your company in relation to a relevant event. You can build an image of yourself in the industry and perhaps a good reputation if you were at a prestigious or important event. You can also develop and maintain a relationship with an event so that you can get repeat customer to them or more coverage.
Its also important that your sponsor suits your event so that the target audiences match and the sponsor is relevant to your event.
Sponsor of Ben Howard's UK tour - I've trawled the internet to find out whether Ben Howard has a sponsor on his tour and it seems he doesn't. All I can find is that he is 'supported' by Communion music.
The National Wedding Show - From the website I have found what appears to be the sponsors down the right hand side of the of the page.
xoxo
Strong and Weak Theory
The Basis of Strong theory is that advertisements can persuade anyone to buy a product they have never purchased before, the theory suggests advertisements can change peoples views, beliefs, behaviour and attitudes of the target audience. Jones (1991) suggested that the strong theory can change people buying habits in the long-term.
Weak theory on the other hand Ehrenberg (1974) suggested that advertising is not effective in making people purchase a new product but just enhances the customers belief in a product they already buy, increasing brand loyalty.
The National Wedding Show is an example of the Strong theory as most people only get married once in their life therefore the advertisements would be persuading them to buy a product they had never had before. Whereas with Ben Howard illustrates how weak theory works as people are mainly going to attend his shows on the basis of already liking his music. It would be rare for somebody to purchase a gig ticket if they had never heard of him other than seeing him on an advert.
xoxo
The Social Media Revolution
'We don't have a choice on whether we do social media, the question is how well we do it' - Erik Qualman author of Socialnomics
The increase of usage of social media in the past few years has caused a massive affect on the way things are advertised for example in 2010 Coca-Cola cut its spending on advertising by 6.6% but increased its spending on social media. (full article). A massive 77% of UK consumers use information from blogs to influence their purchases compared to only 14%using adverts. We're in the middle of a social media revolution and I feel things are only going to escalate. (Interesting video)
Use of social media
The National Wedding Show
On The National Wedding Show website there is no information about following on them on Facebook and when you 'Like' their page the only information you seem to get is about celebrity weddings and a running commentary about what's going on at the event, they don't seem to be interested in advertising the event, In my opinion they should have used Facebook to try and sell more tickets to the event rather than report on celebrity weddings.
This is vastly different to Ben Howard's Facebook page where every post is 'him' promoting his album or trying to persuade people to buy tickets. He also announces which festivals he will be playing over the summer and reporting on the atmosphere of the gigs he's just played. I think status updates like these are quite helpful as it advertises to people in a more informal way as the statuses are not constantly bombarding your news feed.
Twitter
Twitter marketing jumped from 3% of companies in 2008 to 49% in 2009, that being the most recent statistic I could find but it has most definitely increased since then. In 2010 25 Billion tweets were sent so it seems right that advertising must move to twitter as well. Although the only downside to twitter advertising is 43% of people unfollow companies because of too many push marketing strategies.
Ben Howard's twitter reflects his Facebook as all the tweets are about his upcoming shows but also tracking his progress on tour.
The increase of usage of social media in the past few years has caused a massive affect on the way things are advertised for example in 2010 Coca-Cola cut its spending on advertising by 6.6% but increased its spending on social media. (full article). A massive 77% of UK consumers use information from blogs to influence their purchases compared to only 14%using adverts. We're in the middle of a social media revolution and I feel things are only going to escalate. (Interesting video)
Use of social media
The National Wedding Show
On The National Wedding Show website there is no information about following on them on Facebook and when you 'Like' their page the only information you seem to get is about celebrity weddings and a running commentary about what's going on at the event, they don't seem to be interested in advertising the event, In my opinion they should have used Facebook to try and sell more tickets to the event rather than report on celebrity weddings.
Twitter marketing jumped from 3% of companies in 2008 to 49% in 2009, that being the most recent statistic I could find but it has most definitely increased since then. In 2010 25 Billion tweets were sent so it seems right that advertising must move to twitter as well. Although the only downside to twitter advertising is 43% of people unfollow companies because of too many push marketing strategies.
Ben Howard's twitter reflects his Facebook as all the tweets are about his upcoming shows but also tracking his progress on tour.
The National Wedding Show
The National Wedding Show also reflects their Facebook as the tweets are mainly about celebrity weddings and links to wedding blogs. The National Wedding Show has 5072 followers whereas Ben Howard has 53337. This probably reflects the audience as a more younger audience will be on twitter whereas the older audience of The National Wedding Show might not be using twitter.
xoxo
186 Google alerts later.....
We'll get onto those Google alerts!
Firstly, emails.
I signed up to both The National Wedding Show and Ben Howard's mailing list.
After signing up to Ben Howard's Mailing list in January I have received 4 emails in total, one thanking me for signing up, another one which was practically identical to the first just telling me that 'Ben' added me to his mailing list (I wish!). I received one mid February telling me to buy his album and then one at the end of February trying to persuade me to go on his American tour. I thought I would receive more emails as when you sign up you are made to believe that you're going to be emailed Ben's every move.
Having said that I only received one email from The National Wedding Show and that was a registration email, I thought I would receive more emails with offers or incentives for me to attend the show. However this could be due to the fact that social media such as Facebook, Twitter and Myspace are taking over the internet and the way we communicate. In July 2009 250 million people were on Facebook, as an old statistic that number would have increased significantly but that's another story, or perhaps just another post.
Also on the subject of emails I emailed The National Wedding Shows marketing team twice with no response :( and I emailed the only email I could find on Ben Howard's website with no response too :(
When I signed up for Ben Howard's mailing list I also had to give my address because I would get sent things through the post, I haven't been sent any advertising through the post thus far :(
However according to the KMRSoftware only 27.9% of people make a purchase due to direct mail, so maybe that's why The National Wedding Show don't even take your address because they feel it would be a waste of time and money for them.
Oh Google alerts!!
As suggested I signed up to Google alerts (basically enter key words 'Ben Howard' and 'National Wedding Show' and receive emails when they are mentioned or are a hot topic on the internet) F
or the first few days I really enjoyed getting the alerts and looking at all the articles, however after receiving 186 alerts on my phone at all hours of the night and day I have to say I will be relieved when I can finally turn them off!
Most of the Ben Howard notifications were just for announced festivals over the summer and because festivals are the hot topic at the moment (with tickets just being put on sale) a lot of the articles were the same or people blogging about him and the festival. I didn't seem to get as many notifications from The National Wedding Show but the ones I did get were all from wedding blog name dropping The National Wedding Show as the place to be for brides to be. There was a lot more advertising going on for The National Wedding Show than Ben Howard's tour, only a handful of the alerts mentioned the tour whereas every alert for The Wedding Show was trying to persuade you to attend and buy tickets.
xoxo
Firstly, emails.
I signed up to both The National Wedding Show and Ben Howard's mailing list.
After signing up to Ben Howard's Mailing list in January I have received 4 emails in total, one thanking me for signing up, another one which was practically identical to the first just telling me that 'Ben' added me to his mailing list (I wish!). I received one mid February telling me to buy his album and then one at the end of February trying to persuade me to go on his American tour. I thought I would receive more emails as when you sign up you are made to believe that you're going to be emailed Ben's every move.
Having said that I only received one email from The National Wedding Show and that was a registration email, I thought I would receive more emails with offers or incentives for me to attend the show. However this could be due to the fact that social media such as Facebook, Twitter and Myspace are taking over the internet and the way we communicate. In July 2009 250 million people were on Facebook, as an old statistic that number would have increased significantly but that's another story, or perhaps just another post.
Also on the subject of emails I emailed The National Wedding Shows marketing team twice with no response :( and I emailed the only email I could find on Ben Howard's website with no response too :(
When I signed up for Ben Howard's mailing list I also had to give my address because I would get sent things through the post, I haven't been sent any advertising through the post thus far :(
However according to the KMRSoftware only 27.9% of people make a purchase due to direct mail, so maybe that's why The National Wedding Show don't even take your address because they feel it would be a waste of time and money for them.
Oh Google alerts!!As suggested I signed up to Google alerts (basically enter key words 'Ben Howard' and 'National Wedding Show' and receive emails when they are mentioned or are a hot topic on the internet) F
or the first few days I really enjoyed getting the alerts and looking at all the articles, however after receiving 186 alerts on my phone at all hours of the night and day I have to say I will be relieved when I can finally turn them off!
Most of the Ben Howard notifications were just for announced festivals over the summer and because festivals are the hot topic at the moment (with tickets just being put on sale) a lot of the articles were the same or people blogging about him and the festival. I didn't seem to get as many notifications from The National Wedding Show but the ones I did get were all from wedding blog name dropping The National Wedding Show as the place to be for brides to be. There was a lot more advertising going on for The National Wedding Show than Ben Howard's tour, only a handful of the alerts mentioned the tour whereas every alert for The Wedding Show was trying to persuade you to attend and buy tickets.
xoxo
Subscribe to:
Posts (Atom)