them for their support. Developing good relationships with sponsors means you can

RETURN

return to them in the future.

THE

FAVOUR

Once you have some

Tools to get across your

sponsors on board, think of

ways you can use them to

message

help market your event.

Do they have a large staff

There are many communication tools you can use to get across your message: printed

they can send information to

material, the media, advertisements, direct and indirect mailing. A mix of these tools will

via their intranet? Do they

make up your promotional campaign. 

have customers they can

Your marketing strategy will have identified the tools you need to reach your target markets

mail or e mail about your

most effectively. You will also have considered the factors of time, resources and budget. 

event? They may also be able

to provide stories about your

Remember that a person will be attracted by five to six hits from different mediums so

event in their publications,

make sure you use a range of communication/advertising methods. Keep your branding

including their website.

consistent and don't dilute your efforts by making superficial use of too many tools. 

You can return the favour by

A few wisely chosen tools that are fully realised is the best approach.

our message

offering to provide a link

from your website to theirs.

Keep this maxim in mind:  The effectiveness of a communication tool can be measured

ng y

If you don't have a website,

by the response you get to it.  Also remember that the aim of every communication tool

you can still publicise their

is to make a sale.

website address in your

Use the following questions to help you choose the right mix of tools: 

icati

marketing material.

  Is it aimed at a specific target market? Remember that you may wish to communicate

different 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)?

IT GETS

Commun

  Is it cost effective?

EASIER

Communication is the key to motivating people to attend your event. If people don't come

Develop positive relationships

to your event, it's not because they're ignorant but because you've failed in your

4

with everyone involved   from

communication to them. Maybe your message was not attractive to your target, or the

your sponsors and target

communications' medium you chose was wrong or delivered in the wrong way. Or perhaps

markets to your suppliers.

people's potential to respond was made difficult (e.g. no phone number was included). 

This engenders loyalty and

But remember that no amount of good communication will work with people who are

good service. As relationships

completely uninterested so don't waste time and money trying to motivate this group.

get stronger, communication

gets easier because you don't

have to re invent the wheel

every time you put on a

production.

29

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