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In order to promote the product - event in the market, the following is necessary:
Channels of advertising may be chosen after getting information about the target market, as it gives reference about advertising channels and possible sponsors. A sponsor is a company that supports the event with financial aid or provides its services or products for free (in-kind value), in return expecting an increase in sales of its own services or products.
As already mentioned, barter is a mutual deal of giving products or services in exchange – and it is not sponsorship, but collaboration, which is one of partnership opportunities. In our case the Publishing House Diena and Printing House Veiters have supported event.
What does the event need from the sponsor?
What does the event provide for the sponsor?
Sponsor from the private sector for event ”Līgo in Rakši” was attracted in order to create an advertising channel for the event; it was social media portal ”Draugiem.lv”. The portal exposed the poster of the event in its site without payment, in return receiving possibility for the staff to visit event and expose the company logo on the stage and poster.
Sponsors from the public sector (financial aid from the regional municipality can be considered a sponsorship) is a support of tax payers money with the aim to improve image and recognition of the region, to increase visits of tourists, attract attention to the region and its many possibilities of recreation and tourism. Municipality also got possibility to expose logo on poster and stage.
The slogan of the event „Līgo in Rakši” was „Līgo joyfully in folksy spirit together with camels and llamas”. Information included in the slogan gives clients the idea that this will be not only a joyful Midsummer event in „Rakši”, but that there is also a Zoo attracting families with children.
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The poster of the event. Phat Ltd. |
The poster of the event informs that:
When looking at the advertisement, the potential visitor notices that the offer is interesting, there are planned activities all day long. Each group of visitors can create their own private environment in the grand territory of the complex. Event organizers admit that there were dozens of different interest groups settled around the territory.
As author S.Fizer says about advertising: “In situatuion where goods are comparable and supply is variable, it's necessary to maintain interest with help of informal and emotional values. Advertising atracts more attention when speaking not only about quality or funcionality, but also offering entertainment, surprise and show to people potentially interested” (People, Brand, Media and Culture Management, Rīga, 2006, p.146).
Advertising channels chosen:
Selling of the product (purchase of entry tickets) was possible in 2 ways – through portal www.bezrindas.lv (for selling tickets this portal earned 7% of the ticket price) or buying a ticket just before the event at the pay office in “Rakši”. 20% of visitors (440 people) had bought their tickets in advance, the rest – on the event day at “Rakši”.
Advertisement campaign ( Ls 2300 invested) of this event was succesful. For such a scale media coverage this is rather economic figure.
The supporters and sponsors of the event were attracted, therefore minimising financial risks and creating possibility to finance the advertising campaign.
The most powerful channel of advertising was social media portal www.draugiem.lv, as this is the most popular social net in Latvia. During the last year, the number of its active users grew by 100,000 reaching totally 2,605,224 registered users (August 12, 2010, figures of the portal). Use of social nets is a necessary element of advertising strategy nowadays, giving the best results. We can call it Ads Face-to-Face speech, and I.Berzins has formulated its criteria:
Objective: to approximate and support constantly the process of paying
Direction: personificated exchange partner
Effect: creating attraction to company, its products or services.
Face-to-Face speech creates dialogue, because it speaks with the market, not in the market (Management of People, Brands, Media and Culture, Rīga, p.70).
TV and radio advertisements were succesfull as well, however these media are less popular among young and educated people than social networking.
When organizing an advertising campaign, there is no need to be shy in asking advice to professionals; marketing specialists know which media is better to work with and how to attract them. Entrepreneurs need to study more about organization of promotion, as creative position and excellent communication skills are required.
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