Introduction to event

2.11.2 Promotional Tools
Each special event will be marketed differently depending on its individual purpose, 
objectives, and markets. Marketing needs to be aimed at the target market, meaning 
the potential attendees. The team needs to determine whether the target market is a 
specific group or the general public, and whether groups of special interests can be 
attracted. The physical area and the population from where an event may attract 
visitors, is called the catchment area. The importance of an event usually determines 
the catchment area of the target market, which grows in relation to the size of the 
event and links the complexity of the marketing directly to the complexity of the 
event. Knowledge about the target market enables the organisers to reach and 
influence it, in terms of raising awareness of the event and convincing potential 
attendants to go. Various strategies for event promotion are used to attract the 
potential customers. Awareness should be created through campaigns, advertising 
and Public relations with the stakeholders. 
 
Website – Every annual event should have a website which gives essential 
details. This is an excellent source for advertising and promotion. 
 
Newspapers – Local and regional papers will usually publish feature articles 
on events – especially if they are well written and have photographs attached.
It is important to email articles and photographs as attachments so that they 
will not have to be retyped.
 
 Radio Stations – Many local radio stations have early morning talk shows 
which welcome event celebrity as a guest. What a great way to promote at 
no cost. Stations will often trade sponsorships for advertising spots. It is 
important to establish a good relationship with station officials putting 
vendor applications online, photographs for media, and updates