Smart Arts - Creative New Zealand

RETURNTHEFAVOUROnce you have somesponsors on board, think ofways you can use them tohelp market your event.Do they have a large staffthey can send information tovia their intranet? Do theyhave customers they canmail or e-mail about yourevent? They may also be ableto provide stories about yourevent in their publications,including their website.You can return the favour byoffering to provide a linkfrom your website to theirs.If you don’t have a website,you can still publicise theirwebsite address in yourmarketing material.IT GETSEASIERDevelop positive relationshipswith everyone involved – fromyour sponsors and targetmarkets to your suppliers.This engenders loyalty andgood service. As relationshipsget stronger, communicationgets easier because you don’thave to re-invent the wheelevery time you put on aproduction.them for their support. Developing good relationships with sponsors means you canreturn to them in the future.Tools to get across yourmessageThere are many communication tools you can use to get across your message: printedmaterial, the media, advertisements, direct and indirect mailing. A mix of these tools willmake up your promotional campaign.Your marketing strategy will have identified the tools you need to reach your target marketsmost effectively. You will also have considered the factors of time, resources and budget.Remember that a person will be attracted by five to six hits from different mediums somake sure you use a range of communication/advertising methods. Keep your brandingconsistent and don’t dilute your efforts by making superficial use of too many tools.A few wisely chosen tools that are fully realised is the best approach.Keep this maxim in mind: “The effectiveness of a communication tool can be measuredby the response you get to it.” Also remember that the aim of every communication toolis to make a sale.Use the following questions to help you choose the right mix of tools:• Is it aimed at a specific target market? Remember that you may wish to communicatedifferent messages to each of the markets in different ways.• Can it convey your advertising message?• Does it carry a response mechanism (e.g. a phone number or voucher to mail back)?• Is it cost-effective?Communication is the key to motivating people to attend your event. If people don’t cometo your event, it’s not because they’re ignorant but because you’ve failed in yourcommunication to them. Maybe your message was not attractive to your target, or thecommunications’ medium you chose was wrong or delivered in the wrong way. Or perhapspeople’s potential to respond was made difficult (e.g. no phone number was included).But remember that no amount of good communication will work with people who arecompletely uninterested so don’t waste time and money trying to motivate this group.Communicating your message4Smart arts | Toi huatau29