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1 Marketing Plan for the Consumer Exhibition: AL FRESCO 2010 Gesa Christin Meyer zur Heyde 07048842 LT3031N Ivna Reic

Ideas for Marketing of Events

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Page 1: Ideas for Marketing of Events

1

Marketing Plan for the Consumer Exhibition:

AL FRESCO 2010

Gesa Christin Meyer zur Heyde

07048842

LT3031N

Ivna Reic

Page 2: Ideas for Marketing of Events

2

Contents Strategic Marketing Initiatives............................................................................................................... 3

Campaign Targets ............................................................................................................................ 3

Key Messaging ................................................................................................................................. 3

Strategic Marketing Techniques .................................................................................................... 4

Aspirational Marketing and Viral Marketing .............................................................................. 4

E-Marketing ................................................................................................................................... 5

Relationship Marketing and Internal Marketing ....................................................................... 5

The Marketing Communications Mix .................................................................................................... 6

Public Transport Advertising ....................................................................................................... 6

Print Advertising ........................................................................................................................... 6

Radio .............................................................................................................................................. 7

Online communications ............................................................................................................... 7

Public Relations ............................................................................................................................ 7

Direct Marketing ........................................................................................................................... 8

Sales Promotion and Street Promotion .................................................................................... 9

Celebrity Endorsement .............................................................................................................. 11

Sponsorship ................................................................................................................................ 12

Action Programme ............................................................................................................................... 13

Marketing Budget ................................................................................................................................. 13

Controls................................................................................................................................................. 17

Appendices .......................................................................................................................................... 18

References .......................................................................................................................................... 22

Bibliography ........................................................................................................................................ 25

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Strategic Marketing Initiatives

Campaign Targets

The two main campaign targets are as follows:

1.) The number of core visitors attending the Al Fresco Show 2010 should be increased

to at least 41,000. In order to achieve this, considerable and broad awareness has to

be gained in all three identified target segments.

2.) An increase in attendance on the Friday of the event has to be achieved. Compared

to the weekend days of the show there is considerable scope to cater to an additional

amount of visitors.

Key Messaging

“The Al Fresco show is the place to find out the latest developments in your favourite

outdoor activity from new gear to new locations. Come and meet the experts in your field

and learn from their experiences.”

The chosen key message leaves a lot of room to incorporate different ideas and themes for

the campaign. The campaign‟s communication activities and messages should not be too

specialised since the objective is to considerably increase the number of attendees.

Promotional material should sound appealing to outdoor enthusiasts, gym members and

families alike and get them excited on the prospect of attending the show. An integrated

campaign will use consistent messages, a strong coherent branding and tone-of-voice in

order to prevent customer confusion and leverage from all aspects of the campaign.

In order to increase sales on Fridays the event schedule should at least include one highlight

during the day that can be especially promoted and gets the interest of a significant number

of people who find it reason enough to attend the show on a week day. Concentrating on

this marketing target is important due to the service characteristic events entail. The

perishability of tickets is a challenge the Al Fresco show faces and every unsold ticket on a

Friday comes at a loss to the event (Bowdin, 2006).

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Additionally, the fact that the Friday compared to the other two days of the event is not as

busy should be communicated and turned into a positive differential advantage. Apart from

making it sound attractive to the attendees that Friday will be less crowded, special sales

promotions as marketing communications tool as part of a street promotion will be

organized. These initiatives will be further outlined as part of the marketing communications

mix.

Strategic Marketing Techniques

Aspirational Marketing and Viral Marketing

In order to increase awareness and stir interest in this year‟s Al Fresco Show, the event will

be endorsed by sports hero and celebrated role model Phil Packer. Phil sustained a spinal

cord Injury in February 2008. During his rehabilitation in hospital, he decided to embark upon

numerous physical challenges to raise funds for charity. His three main challenges in 2009

included rowing the Channel, walking the London Marathon over 14 days, and hauling

himself up the famous mountain El Capitan with a support team of some of the UK‟s best

climbers. As a result, Phil gained national interest, received intensive press coverage and

inspired millions. He was recognized as the Fundraiser of the Year at the Pride of Britain

Awards and received the Helen Rollason Award at the BBC Sports Personality of the Year

ceremony (Phil Packer, 2010). Numerous video clips of the physical challenges Phil Packer

has embarked on are still going viral. People find him to be a source of inspiration. The

online as well as offline association between Phil Packer and the Al Fresco Show 2010 will

be hugely beneficial and stir considerable interest in the event. The show is highly likely to

secure additional and highly favourable media coverage through this relationship. In order to

fully leverage from these aspects and to give attendees a reason to visit this year‟s Al Fresco

Show on a Friday, Phil Packer will be present on that day to give an inspirational speech

followed by a workshop on climbing. Phil Packer is also collaborating with the Calvert Trust,

a charity that promotes the idea to challenge “disabilities through outdoor adventure”

(Calvert Trust Charity, 2010). With the charity standing for a cause that is in line with what

the Al Fresco Show represents it is highly likely that the event‟s attendees will look

favourably upon this collaboration and are willing to donate. This means a win-win-win

situation between the Al Fresco Show, Phil Packer as well as the Calvert Trust.

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E-Marketing

Besides leveraging existing online content and video footage of endorser Phil Packer to

initiate viral marketing, social media should be used in order to generate interest and reach

new potential visitors online. Facebook and the Hiker‟s Journal, which calls itself a social

network for outdoor enthusiasts should be especially targeted (Hiker‟s Journal, 2010). These

initiatives are relative inexpensive but will bring the Al Fresco Show one step closer to its

target to make plenty of new people aware of the upcoming event.

Relationship Marketing and Internal Marketing

According to Gronroos, marketing in relational terms is defined as “to establish, maintain and

enhance relationships with customers and other partners...” (Little et al., p.22, 2003). For the

Al Fresco Show 2010 this means in order to fulfil its target of 41,000 attendees, a substantial

amount of former customers/visitors have to be retained in addition to the one‟s that need to

be newly acquired. Since the Al Fresco Show has been so successful in the past and has

the unique selling prepositions to be the largest consumer outdoor show in the whole of

Europe and the only consumer show that includes the whole breadth of the outdoor activities

in one event, former attendees should be easily persuaded into revisiting the event when

reminded of it through means of direct mail shots (which will be further outlined as part of the

marketing communications mix).

Making your employees‟ ambassadors of the Al Fresco Show generates credible word-of-

mouth (WOM) communications. Rewards should be given for every visitor that was made

aware and persuaded to come to the event on the account of an Al Fresco employee. An

internal competition that encourages staff members to refer as many people as possible to

the event should increase levels of WOM considerably. Engaging staff members is

especially important to the success of the Al Fresco Show due to characteristics of every

service, including events that are often described as “service experiences” (Bowdin, p.182,

2006). People, in this context especially the employees, are a key determiner of success or

failure of an event. They are central to the delivery of the “service experience” and in that

managing the quality of an event depends on managing its human delivery in a fashion that

is satisfactory to employees as well as attendees of the show (Bowdin, 2006).

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The Marketing Communications Mix

The marketing concept behind the Al Fresco Show strives to deliver a truly integrated

campaign in order to benefit from increased profits through increased communications

effectiveness (Smith et al., 2004). The specific marketing communication tools for the Al

Fresco Show 2010 are outlined below.

Public Transport Advertising

Research conducted by Viacom Outdoor, a leading transport media sales company,

indicates that “the average London Underground train passenger spends approximately

three minutes on the platform waiting for their train” (Burtenshaw, p. 24, 2006). This offers a

real opportunity and a realistic time span to engage a potential consumer in the message

The Al Fresco show wants to convey. Besides using the time commuters spend waiting to

inform them about the upcoming event, the advertisements will communicate as to how

easily Birmingham can be reached using public transport.

Print Advertising

Appropriate media outlets for print advertisements will be chosen according to readership

patterns. Please consult Appendix 1 for an overview of the readership patterns and the

selected media outlets that were chosen and their associated costs as outlined in the

budget.

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Radio

In tune with the campaign target to reach a broad audience, the medium radio is chosen

since listeners are traditionally from every social grade. It is a very effective way to get the

message to potential customers with its high frequency and offers the additional benefit to be

also available online which helps to reach an even wider range of customers.

Online communications

Online promotions play an increasingly important role in today‟s integrated marketing

communication programmes, running alongside and complementing more traditional media

(Burtenshaw, 2006). The benefits of this cost-effective medium have not been used

extensively enough in previous Al Fresco campaigns. In order to increase awareness for the

Al Fresco Show 2010 an online presence forms a vital part of the marketing communications

mix. In order to make the Al Fresco Show‟s online content more personally meaningful,

customer co-creation of the website will be encouraged. A life web-feed with twitter updates

that mention the upcoming show will be incorporated into the website. Customers that have

previously visited and taken part in the Al Fresco Show will be encouraged to upload photos

and videos, mention their favourite aspects of previous shows and share their personal

experience.

Public Relations

Public Relations is an important management function of the Al Fresco Show. According to

Harlow, it is a discipline that “helps to establish and maintain mutual lines of communication,

understanding, acceptance and cooperation between an organisation and its publics” (Tench

et al., p.4, 2006). Apart from the fact that publicity will have an impact on ticket sales and

the image of the event, the Al Fresco Show has a commitment and responsibility towards its

sponsors to gain a high media profile for all parties concerned. Since print advertisements

will be placed in numerous newspapers, press packs will be sent to the same media

contacts and due to the scale of the event and the fact that the Al Fresco Show represents

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the largest consumer outdoor show in Europe, extensive media coverage is highly likely.

With an increase in ticket sales and a broader spectrum of visitors as an objective in mind,

the breadth and huge variety of the Al Fresco Show 2010 should be especially

communicated. Previous good working relationships with the Ramblers Association and

Girlguiding UK who represent a trusted source of information for outdoor enthusiast, will be

further developed. Special features of the Al Fresco Show like the Wilderness Camp in

association with Girlguiding UK represent just one opportunity for newsworthy and

entertaining editorial content. Generally, a good flow of information and a constant dialogue

with the main communicators of the outdoor industry is key to the success of the event.

Please also see Appendix 2 for a press release example that concentrates on promoting Phil

Packer‟s endorsement of the Al Fresco Show 2010 and additional newsworthy celebrity

support.

Direct Marketing

Direct Marketing allows the campaign to reach a very specific target audience of people that

have shown previous interest in the event. Even though many consumers perceive direct

mail to be unwanted „junk‟ mail, it has proven to be an effective means if tailored to a

particular audience demographic and succeeds to speak on a one-to-one basis with a

named individual. Another benefit of direct mail is that its impact can be easily measured.

How many people responded to each mailing and how many of those have converted to

sales gives a clear indication of the success of the initiative (Burtenshaw, 2006).

Targeted prior visitors will be able to take advantage of a special offer. Enclosed in the direct

mail shot will be a voucher that gives a money-off discount, with £4 off on the Friday of the

event and £2 on Saturday or Sunday. However beside a price incentive, the Al Fresco Show

direct mail shot has to truly engage targeted customers and this can be done through the

use of unexpected and attention-grabbing design and pictures. Shown below is an example

created by the graphic designers of London-based agency Byron Design. Even though this

is not related to the promotion of the Al Fresco Show, it exemplifies how curiosity can be

stirred in a consumer trough the use of unexpected imagery combined with a persuasive

tone-of voice.

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Source: http://www.byrondesign.co.uk/design-services.html

In order to follow the integrated approach to achieve the benefits that were discussed

previously, flyers and other promotional material should follow exactly the same design

patterns, although different marketing communications tool will still need to deliver different

functionalities.

Sales Promotion and Street Promotion

The sales promotion initiatives for the Al Fresco Show are designed to overcome the

following two challenges of the event:

1. Increasing the amount of visitors on Friday

2. Overcoming the challenge of the intangibility of events and providing potential visitors

with information, interaction and mediate positive cues about the nature of the event

experience (Bowdin et al., 2006)

The street promotion has the aim to make the Al Fresco Show look fun and engaging. And

with a special promotion for attendance on Fridays and Phil Packer as the highlight of

Friday‟s event schedule people‟s attention should be gained. Visible below is an example of

a street promotion that is conducted by a few students, helped along with a few props. The

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implementation was inexpensive – but more importantly, it made people laugh, ask

questions and engage with the street promotion team.

Face to face contact with potential customers helps to raise additional awareness about the

event. A personal encounter is more memorable and initiates word-of-mouth

communications.

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Celebrity Endorsement

Phil Packer was chosen as this year‟s main celebrity endorser because of the strong and

credible human component he brings to the event. He represents a personality people can

look up to; not simply because he is famous, but because he has a story to tell. He chose

outdoor sports as his way out of a dead end and means of rehabilitation. His inspirational

story will trigger consumer engagement with the show as well as him as personality and

endorser of the event. Apart from lead figure Phil Packer, popular presenter and comedian

Grif Rhys Jones, entertaining TV presenter and adventurer Bruce Parry and admired nature-

lover and wildlife TV presenter Kate Humble will take on stage of the Al Fresco Show‟s world

theatre to talk about their experiences and achievements.

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Sponsorship

Due to the prior success of the Al Fresco Show, the list of sponsors is long. This year

Diabetes UK and the National Trust could be successfully added and will play a key role in

the event. Good relationships have to be maintained with these important stakeholders and

all sponsors need to be reassured that their participation in the event links their business

with their target audience (Bowdin et al., 2006). Each sponsor will receive an information

pack after the event with a detailed overview as to how successful the event was, how much

publicity it generated and how much exposure the sponsorship brand got as a result of their

contribution.

Lead sponsor North Face will receive maximum publicity and its logo will appear on every

entry ticket. All other sponsors will be promoted in various ways according to the

sponsorship contracts, ranging from having their banners displayed to having their brand

name announced at the event. Special resources will be given to the new collaboration with

the charity Calvert Trust, Diabetes UK and the National Trust.

The table below represents different media ratings on essential media selection

characteristics that have been taken into account when choosing effective marketing

communication tools for the Al Fresco Show 2010.

Media Visual Content Time to Process Frequency

Internet Yes Long Low

Direct Mail Yes Long Low

Posters Yes Long Limitations

Magazines Yes Long Limitations

Newspapers Limitations Long High

Television Yes Short High

Radio No Short High

Source: (Percy & Elliott, 2009)

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Action Programme

The table below represents a Gantt-Chart with the key tasks that are essential to the

success of the marketing of the Al Fresco Show 2010.

The abbreviation “M” stands for milestones, which resemble achievements and guideposts

for monitoring an event‟s progress (Bowdin et al., 2006).

Marketing Budget

The media solutions are chosen in accordance with consumer patterns. Different media

channels have been incorporated in order to reach a broad target audience. Three different

variables: reach, frequency and timing, have been taken into consideration. Selected media

will be used in order to maximize the frequency and timing that potential customers will be

exposed to the message. Achieving awareness of a brand, product or in this case an event

can be done much more quickly by using the outlined combination of online communication

and traditional advertising.

Appendix 1 gives an overview of readership patterns of selected wide-spread and well-

known newspapers. As the objective of this campaign is to reach more people than ever

before and create awareness of the Al Fresco Show 2010 around families and sport and

outdoor enthusiasts, print ads should be run in various newspapers to increase reach and

frequency. However, a selection has to be made based on numerous factors. For example,

due to the Daily Telegraph‟s commitment to the competing event “Daily Telegraph Adventure

Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10

Investigate competition

Create marketing budget M

Decide on the marketing tools M

E-marketing

Direct Marketing

Public Transport Advertising

Print Advertising

Radio commercials

Street Promotion

Contact last year's sponsors M

Contact new sposors M

Fianlize and sign sponsorship contracts M

Finalize and sign endorsement partner M

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Travel & Sports Show” and the Daily Mail‟s involvement in the “London Boat Show” these

two newspapers should not be used to advertise in.

Quote for Marketing Initiatives Costs of the Al Fresco Show 2010:

Description Cost (£) / wk Duration

(wks)

Total

Outdoor

Buses Greater London & 11 major

UK cities

Superside Platinum Pack,

Pack price 2 weeks (375),

75% of consumers recall a

Superside ad

184,500

for 2 weeks

4 369,000

London Underground

London & DLR,

Gold Pack,

Stair, Corridor, Lift &

Escalator Panels - (400 X

GD & 50 X Entertainment

Sites)

46,800

for 2 weeks

4 93,600

Print

Metro London Half a page, colour

London

£14,399

71,995 2 143,990

The Evening

Standard

Half a page, colour

London

£14,399

71,995 2 143,990

The Guardian Double page spread

Colour, £34,000

1 week reaches 1.4m people

170,000 1 170,000

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.

The Independent Full Page, £10,000 50,000 4 200,000

The Observer Inside back cover

£995

995 4 3,980

Radio £2 / 1,000 people,

£1,000 / week,

reaching 500,000 people per

week

BBC 1 as above 1,000 4 4,000

Digital Online

Facebook Daily budget £27,

resulting in 51 clicks per day

189 20 3,780

Hiker‟s Journal Daily budget £10 70 20 1,400

Direct Marketing £320 for 10,000 prints

Reaching 20,000 people

Production: £620

Postage: £2,000

655 4 2,620

On-street Promotion £250 for 10,000 flyers

Reaching 100,000 people

Production: £2,500

Human Resource: £7/h

where 500 hours are needed

= £3,500

1,500 4 6,000

Total (£) 1,142360

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Overall Marketing Budget for the Al Fresco Show 2010 (estimate July 2009):

Income £

Expenditure £

1. Grants

1. Advertising

1.1 Local council 25,000

1.1 Outdoor 462,600

1.2 The NEC Group 50,000

1.2 Print 661,960

1.3 Radio 4,000

2. Ticket Sales

2. Online 5,180

2.1 Early bird tickets 25,000

3. Direct

Marketing 2,620

3. Sponsorships

3.1 North Face 1,000,000

4. Street

Promotion 3,500

3.2 Diabates UK 25,000

4.1 Flyers 2,500

3.3 National Trust 25,000

Total 1,150,000

1,142,360

Profit

7,640

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Controls

“The control of any business involves comparing the progress of all the key functions against

a management plan to ensure that project outcomes are met” (Bowdin et al., p. 294, 2006).

The outlined control mechanisms below are central to the successful outcome of the

marketing campaign for the Al Fresco Show 2010:

In order to achieve the Al Fresco Show‟s ambitious campaign targets, all marketing

communication efforts have to be continuously monitored and their effectiveness have to be

analysed throughout the 9 months period from July 2009 to March 2010. Appropriate actions

have to be taken in order to guarantee the success of the event.

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Appendices

Appendix 1

Newspapers

Daily Mail Metro News of the World The Daily

Telegraph

The Evening

Standard

Readership is more

than 50% female.

Circulation in

February 2010

show gross sales of

1,993,698.

Readers are

ABC1C2 adults.

Free daily

newspaper with

readership over 1

million daily.

Readers from all

social groups,

adults and

teenagers.

Tabloid newspaper

published every

Sunday.

Readers from all

social groups

High circulation

daily newspaper.

Readers from ABC1

social group,

majority of them are

supporting

conservative party.

Free local daily

newspaper.

Readers from social

groups ABC1C2,

using public

transport, working.

Cost of Advertising

Full page (360 x

268)

Colour

Monday – Wed

£45,612.00

36cm x 4 cols

Centre spread

Monday – Wed

£24,912.00

Price per 1 column

(3,5cm)

£50

Plus 25% for colour

Full Page, colour

London

34cm x 26.8cm

£28,798.00

Half a page, colour

London

£14,399.00

Per SCC

National

Colour

£214

Per SCC

London

Colour

£163

Full page

London

Colour

£38,827.00

First full page

Colour

£68,000.00

Colour print

Per SCC

£215

Price per column

(3,5cm)

£60

Plus 25% for colour

Full Page, colour

London

34cm x 26.8cm

£28,798.00

Half a page, colour

London

£14,399.00

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Newspapers

The Guardian The Independent The Observer The Sun The Times

Readers from social

groups ABC1.

Research shows

that majority of the

readers are male.

Average daily

circulation of

283,063 copies.

Readers

environmentally

conscious.

Newspaper

involved in charity

work.

Readers from

ABC1C2 social

groups.

Published on

Sunday.

Affluent readers

from ABC1 groups.

The total daily

readership is

approximately

7,700,000, of which

56% are male and

44% female.

It reaches 2.9

million readers in

the ABC1

demographic and

5.0 million in the

C2DE demographic

Compact size

appeal to younger

readers and

commuters.

Readers from

ABC1, adults and

students in higher

education.

Cost of Advertising

Double page

spread

Colour

£34,000.00

Colour

Mon – Sat

Price per SCC

£70

Full Page

£10,000.00

Single Panel

(43mm x 46mm)

Inside back cover

£995

Per SCC

National, Colour

£214, Per SCC

London, Colour

£163 Per SCC

Full page,London

Colour, £38,827.00

Price per SCC

Colour

£70

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Appendix 2

Press Release

This year‟s Al Fresco Show, staged at the National Exhibition Centre in Birmingham, will be

taking place from the 26-28th of March. The event covers the breadth of outdoor activities

and is the largest outdoor consumer show in the whole of Europe.

It is the place to go to find out about the latest developments when it comes to outdoor

activities, new product development and the best gear available as well as fantastic locations

which make the heart of every outdoor sport enthusiast skip a beat.

Apart from top-notch expert advice and educational and informative seminars on various

outdoor activities, sports hero and celebrated role model Phil Pack will hold inspirational

talks on willpower and his outstanding achievements as celebrated sports personality and

fundraiser. This will be followed by climbing workshops in cooperation with the Calvert Trust.

Places are limited and are given on a first come - first served basis on the Friday of the Al

Fresco Show.

Apart from lead figure Phil Packer, popular presenter and comedian Grif Rhys Jones,

entertaining TV presenter and adventurer Bruce Parry and admired nature-lover and wildlife

TV presenter Kate Humble will take on stage of the Al Fresco Show‟s world theatre to talk

about their experiences and achievements.

-Ends-

Phil Packer is very literally setting himself high targets: hauling himself up the famous

mountain El Capitan with a support team of some of the UK‟s best climbers – attendants‟ of

this year‟s Al Fresco Show will surely be inspired by his achievements.

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Notes to Editors:

The Al Fresco Show was launched in March 2001 at the NEC in Birmingham and has been

running for 9 subsequent years. The event has experienced incredible growth with its best

year yet in 2009 with over 46,000 attendants visiting Europe‟s largest consumer outdoor

show. With Phil Packer and celebrity presenters Grif Rhys Jones, Bruce Parry and Kate

Humble the Al Fresco Show aims to appeal not only to outdoor enthusiasts, but also families

and generally everyone with an interest in sport and physical activity and well-being.

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References

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Bowdin et al. (2006) Events Management (2nd Edition) Oxford, Butterworth-Heinemann.

Burtenshaw, K. et al. (2006), The Fundamentals of Creative Advertising London: Thames&Hudson.

Elliott, R. and Percy, L. (2009) Strategic Advertising Management (3rd Edition) New York: Oxford University Press Inc.

Little, E., Marandi, E., (2003), Relationship Marketing Management London: Thomson Learning.

Smith, P.R. and Taylor, J. (2004) Marketing Communications: An Integrated Approach (4th Edition) London: Kogan Page.

Tench, R., Yeomans L. (2006) Exploring Public Relations Essex: Pearson Education Limited.

Online:

Bauer Media (2010), Magazine Advertising Rate Card (online) available at: http://www.bauermedia.co.uk/ratecard (last accessed 22nd April 2010)

Bruce Perry (2010) Interviews and Links (online) available at: http://www.bruceparry.com/Bruce_Parry/Bruce_Parry.html (last accessed 7th May 2010)

Byron Design (2010), Byron – Smarter Design (online) available at: http://www.byrondesign.co.uk/design-services.html (last accessed 5th May 2010)

Cards Made easy (unknown), Prices for Full Colour A4 Leaflets (online) available at: http://www.cardsmadeeasy.com/leaflet_designs.php?google=googlelf (last accessed 21st April 2010)

Page 23: Ideas for Marketing of Events

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Calvert Trust Charity (2010), challenging disability through outdoor adventure (online) available at: http://www.calvert-trust.org.uk/ (last accessed 5th May 2010)

CBS Outdoor (2010), National Rate Card 2010 (online) available at: http://www.cbsoutdoor.co.uk/Global/UK/documents/rate_cards/Underground_rate_card.pdf (last accessed 21st April 2010)

CBS Outdoor (2010), Pack Portfolio Bus (online) available at: http://www.cbsoutdoor.co.uk/Global/UK/documents/packs/CBS%20Outdoor%20Bus%20Superside%20Packs.pdf (last accessed 21st April 2010)

CBS Outdoor (2010), Pack Portfolio London Underground (online) available at: http://www.cbsoutdoor.co.uk/Global/UK/documents/packs/CBS%20Outdoor%2048%20Sheet%20Packs.pdf (last accessed 21st April 2010)

Daily Mail (2010), Advertising Cost (online) available at: http://www.dailymailconnected.co.uk/uploads/files/Daily-Mail-Ratecard.pdf (last accessed 21st April 2010)

Girl Guiding UK (2010), Girls in the Lead (online) available at: http://www.girlguiding.org.uk/home.aspx (last accessed 7th May 2010)

Griff Rhys Jones (2010), Biography (online) available at: http://www.griff-rhysjones.co.uk/biography.htm (last accessed 7th May 2010)

Hiker‟s Journal (2010), A social network for outdoor enthusiasts (online) available at: http://www.hikersjournal.org/ (last accessed 2nd May 2010)

Kate Humble (2010), The Forum (online) available at: http://katehumble.com/ (last accessed 7th May 2010)

Marketing Minefield (2007), The Cost of Radio Advertising (online) available at: http://www.marketingminefield.co.uk/traditional-marketing/radio-advertising/costs.html (last accessed 21st April 2010)

Media UK (2010), Buying Radio Advertising (online) available at: http://www.mediauk.com/article/7/buying-radio-advertising (last accessed 21st April 2010)

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Media UK (2010), Magazine Directory (online) available at: http://www.mediauk.com/magazines (last accessed 21st April 2010)

Madia UK (2010), Newpaper Directory (online) available at: http://www.mediauk.com/newspapers (last accessed 21st April 2010)

Media UK (2010), The most popular radio stations in the UK (online) available at: http://www.mediauk.com/article/32695/the-most-popular-radio-stations-in-the-uk (last accessed 21st April 2010)

Metro (2010), Advertising Cost Ratecard (online) available at:

http://www.metro-advertising.co.uk/newads.html (last accessed 21st April 2010)

The NEC Birmingham (2010), Planning a Visit (online) available at:

http://www.thenec.co.uk/planningavisit (last accessed 11th May 2010)

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