Crufts 2012

As part of my University Assignment I need to track and compare the marketing communication/promotion of two events...

❝ Marketing communication or promotion is one
of the elements of the marketing mix and is
responsible for putting the marketing offer to the
target market. It is the planned and integrated
communication activity that communicates with an
organisation’s stakeholders ❞ (Fill, C., 2002)

"As with many aspects of events management, the breadth and range of types of special event make it hard to generalize about how to market events, when those events are intended to fulfill very different objectives and may be targeted at very different markets. The key to how an event will be marketed is the target market itself - knowing what kind of people will attend, where they live and how can they be influenced to attend. Marketing is not simply pushing out a few posters and hoping for the best. We need to know as much as possible about the target market, and be able to split it into convenient segments in order to best understand what techniques would make them aware of the event and attract them to it, as well as considering issues of differential pricing for the different income, and limited time. This being the case, events compete for the public's attention, money and time, against all kinds of other activities and attractions, from eating out to engaging in sports and hobbies."

                                      Shone, A and Parry, B

One event I have chosen is the annual dog show Crufts. This takes place from 8-11th March 2012 at the NEC, Birmingham.
Crufts began in 1891 and is one of the largest dog events in the world with nearly 28,000 dogs entered into the Best In Show competition. It is, according to the official website,

'...a celebration of all dogs...For prospective dog owners and dog lovers, dfs Crufts is a prime opportunity to talk to Kennel Club Accredited Breeders, rescue charities and breed experts about how to responsibly buy, train and enjoy life with your dog. And of course, with hundreds of trade stands selling anything and everything for dogs and dog lovers, it is a shopping extravaganza!'

This is the link to their official webpage if you fancy having a look at it...
 http://www.crufts.org.uk/


References: [Anon].(2011) History of dfs Crufts| Crufts presented by the Kennel Club [Online]. Available from: http://www.crufts.org.uk/history-crufts [Accessed 8th November 2011].