Large events, especially those of the sporting or entertainment type (such as big sports tournaments, music concerts, pageants, and so on), demand an enormous amount of advertising in order to create awareness and draw the crowds. They require large numbers of spectators or guests to cover the amount of money spent in the coordination of such exciting affairs. Therefore, large-scale advertising is required, and fulfilling this requirement depends very much on the budget that is available to the organisers and the marketing team.
Advertising an event in the media means that more people from more diverse sectors of the audience will be reached (than if physical or electronic invitations were distributed). It creates a hype around a specific occasion, even persuading some that they should attend when they did not, perhaps, feel that way before the campaign. It can also raise awareness regarding the purpose of the event (especially in the cases of charity-based shows and initiatives), which has long-lasting effects on the success and general awareness of that charity.
Professionals in the field of advertising know how to construct an effective campaign and at whom to aim it. This professional guidance is very valuable for organisations wanting to get word of their event into the minds and mouths of the vast majority.
The following media have proven to be very effective in advertising some of the world’s most exciting events, as well as many smaller functions:
Newspapers – newspapers are cost-effective, wide-spread media, making them the ideal way to spread a message quickly to a broad base of the community. Whether you opt for a full page spread or a small piece in the Classifieds, newspaper advertising is generally cheaper (depending, of course, on how many days you elect to run your campaign).
Radio – the power of sound is undeniable, and radio stations boast a loyal following. Different shows and time slots attract different listeners, giving the advertisers the opportunity to tap into a large proportion of the market. Radio also allows for special effects, painting a clear and exciting picture in the mind of the listener.
Television – while expensive, television advertising is certainly one of the most memorable media for getting your potential audience enthusiastic about your event. Its reach is widespread, and it allows for an incredible amount of flexibility, innovation and originality.
Glossy magazines – this medium only works for specific types of events as it has a more defined readership than television, radio, etc… This is also a great way to get free samples to your target market, enticing them to attend your event for more on the product / service / cause.
Industry-specific publications – if your event is aimed at a niche market (such as a farmers’ market, for example), then industry-specific magazines are a great way to advertise them, since you are getting the message directly to those that you want to invite.
Social Media – if Facebook were a country, it would have the fourth largest population in the world. That is an incredibly large proportion of the population; one that is definitely significant to marketers and advertisers. Other very popular and successful social media sites include Twitter, Eventbrite (specifically for events), and LinkedIn.
Photo Credit: Ultra Swank
