The underlying message you would use to target social clubs via direct mail could be: 

WATCH

 For a fun night out with your colleagues, don't miss this hilarious comedy. 

THE 

HYPE

With the first message, you're trying to create a sense of urgency and playing on people's

flocking mentality. With the second message, you're aiming to satisfy a perceived need.

Be sure your show can

Both these statements carry the same key message that what you are selling are laughs.

deliver what you promise

and be wary of hype. The

public certainly is. No

The tag line

matter how good your

Developing a tag line, or catchphrase, is a good way to get across your core message. 

show is and no matter how

much your audience enjoys

The core of your message    laughs  in the above example   and how you convey that

it, they will leave

message become your brand. 

disappointed if it doesn't

A tag line sums up the experience to a potential audience member. When a tag line is a

deliver what you promise.

critic's quote, it adds credibility and comes across as information rather than advertising. 

Unwarranted hype may

help you achieve an

When you're devising a tag line, choose something descriptive but avoid cliches. If you

audience in the short term

can't come up with an expressive tag line, then use a straightforward descriptive one. 

but the damage to your

For the women's dance show (page 10), it is more effective for the tag line to be along

reputation and credibility

the lines of  New Zealand's funkiest contemporary women dancers  than  fast, furious

will be long lasting.

and funny .

The second tag line is playful but doesn't say much to someone unfamiliar with the

company's work. A good tag line can combine both information and fun but it needs to

convey your message clearly. 

For the theatre example (page 10), the tag line needs to reflect the cross cultural and

collaborative nature of the production.  When love crosses cultures   Maori and Pasifika 

will appeal to both Maori and Pacific markets.  

Working with your sponsors

4

How to attract and maintain sponsors is a book in its own right. However, it's important to

realise that sponsorship is a partnership arrangement offering mutual benefits to both parties.

Factor in ways of working with your sponsors from the outset of your marketing strategy. 

Achieving cash sponsors can be time consuming and needs a lot of lead in. Obtaining

 contra  sponsorship is easier. This is where you get goods or services in return for

acknowledgement through branding and complimentary tickets. It's essential to know

your target markets and align a potential sponsor's target market with yours.

Think about the areas where you need to spend money: e.g. printing flyers. Is there

someone in your team who has an existing relationship with a printer? Is there something

about your show that may help you approach a particular printer? Instead of asking the

printer to pay for the entire job, you could ask a lithographer to cover the cost of the

films and a paper company to cover the paper costs. 

Take good care of your sponsors. Make sure your sponsors sign off any print material that

has their logo on it. Touch base with them and give them updates on your progress.

Meet and greet them when they attend your event. Put everything in writing and be sure

to deliver what you promise. At the end of your event write them a report on how you

did, supplying press clippings and print examples of where their logo appeared, and thank

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Smart arts

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