Wednesday, 14 March 2012
GOODBYE!!!!!!!!
Good bye to one and all, this blogging game i quit fun!!! see you again blogsville and
SO WHATS THE DIFFERENCE THEN!
This blog has been covering the aspects of difference off two events marketing strategies, one a consumer show and the other a trade show. You could say that they are just both expo's and that their marketing communications are the same, but that is not so!
Yes both use marketing communications and yes the marcomm's tools used are very similar, with a huge use of web,digital and social media.What is important to understand is that everyone uses the same marketing communications tools within the modern world of marketing, but it is what the business objectives and goals that govern what the marketing communications strategy and objectives will be and in which way this will impact on how you use the marcomm's tools.
Each event had a very different set of objectives and this can be seen in what they where marketing and how.
Getting to grips with what your business objectives are and conveying them to your target market via marketing communications tools such as advertising, PR and many other channels can be a mean feet or could be as simple as creating a Facebook page.
It is clear that in today's modern world that technology and media is changing the way we communicate. It is also clear that both events no matter how different they actually are, Both must and do have a handle on the new media challenges and use very similar platforms but in very different ways and this is all down to aspects of difference in the business and marketing objectives and goals.
My conclusion of marketing communications is, Its not what you do it's the way that you do it!!
Monday, 5 March 2012
THE FORCE IS STRONG WITH THIS ONE!!
So i have been looking at the marketing and advertising strategies of two events Hyper Japan which has now past and the International Outdoor Event Expo which is on as from tomorrow.
I may have been looking at the marketing strategies but in the advertising strategy we need to analyse what type of force each event may be using, no we are not talking star wars and yes we are talking about advertising theory. If you are now thinking what is he talking about, let this clever bunch explain the strong and week forces of advertising.
Strong force
"Advertising seen as a strong force suggests that it has a direct and positive impact on sales"(Pickton & Broderick 2005).
Week force
"Advertising seen as a week force suggests that advertising works through a process of reinforcing and maintaining brand values and defending market share. Its effect on sales is therefore less direct" (Pickton & Broderick 2005).
Right then!! where does that leave us? And what difference does it make to Hyper Japan and The I.O.E.X?
Well it is good to know these two differing understandings of advertising when making a close analyses of two companies advertising strategies.
In my personal view i believe advertising to be a bit of both theories.
However if i had to say which force each event had been using and i had to choose one over the other under the pain of death! It would be the strong theory.
It is obvious that both are new events and that they are both using advertising to create a positive impact on sales. Neither of the events are of an age or popularity that the consumer business or general public will see their advertising and think crikey that has reinforced their brand values.
Sorry A.S.C Ehrenberg you lose this time, J.P Jones strong force was to strong!!
I may have been looking at the marketing strategies but in the advertising strategy we need to analyse what type of force each event may be using, no we are not talking star wars and yes we are talking about advertising theory. If you are now thinking what is he talking about, let this clever bunch explain the strong and week forces of advertising.
Strong force
"Advertising seen as a strong force suggests that it has a direct and positive impact on sales"(Pickton & Broderick 2005).
Week force
"Advertising seen as a week force suggests that advertising works through a process of reinforcing and maintaining brand values and defending market share. Its effect on sales is therefore less direct" (Pickton & Broderick 2005).
Right then!! where does that leave us? And what difference does it make to Hyper Japan and The I.O.E.X?
Well it is good to know these two differing understandings of advertising when making a close analyses of two companies advertising strategies.
In my personal view i believe advertising to be a bit of both theories.
However if i had to say which force each event had been using and i had to choose one over the other under the pain of death! It would be the strong theory.
It is obvious that both are new events and that they are both using advertising to create a positive impact on sales. Neither of the events are of an age or popularity that the consumer business or general public will see their advertising and think crikey that has reinforced their brand values.
Sorry A.S.C Ehrenberg you lose this time, J.P Jones strong force was to strong!!
THE EAGLE HAS LANDED!!
IT IS FINALLY HERE!! WHOOP WHOOP!!
That's right people its time to get yourself's down to the much awaited I.O.E.X this week. I can not wait to visit
this amazingly interesting and cool looking new show, which is taking place at the Excel exhibition center (OH dear the public relations marketing strategy seems to have worked!! Now even i am doing it!!)
Seminars about the outdoor events industry and a plethora of event industry businesses. I can not wait!(oops doing it again)
AVERSE TO A BIT OF ADVERTISING?
So the two events Hyper Japan and the I.O.E.X both must have advertised and promoted the events for them to be of notice to the outside world. When searching for two events for purposes of research for a university degree assignment it did not take me long to find which two events i wanted to research the marketing strategies of.
I found these events because they had advertised and well enough for it to come to my attention. I first saw an I.O.E.X advertisement in the Main Event, event industry magazine (hard copy, but this is the weblink,http://www.themaineventmagazine.co.uk/) and the Hyper Japan event was advertised to me via their venue's advertising tool which is the Earls court website(http://www.eco.co.uk/).
This is proof of advertising, but what is advertising and can we find a clear definition of what it means?
Well many see advertising as a form of communication and it is, advertising is conveyance of the product or service to the consumer market and or the end user. Lets see what the intellects think!
"This idea of advertising "delivering a sales message" is not a new one"(Schultz, D.1990)
That's right advertising has been around for centuries even millennium.
George and Michael Belch really sum advertising up. "Any paid form of non personal communication about an organization, product, service or idea by an identified sponsor."(Belch, G. Belch, M.1998)
OK we now know what advertising is i hope! lets look at how these two events Hyper Japan and I.O.E.X went about advertising their events.
Hyper Japan is up first.
The main concentration of Hyper Japans advertising was via internet/digital, social media and viral marketing/ advertising. There has also been an approach of sales promotion and the use of PR to deliver their sales message. I did not find any hard copy advertising and could not tie them to any magazine or news paper.
Also there i could not find any poster or billboard advertising. The fact that there must of been little to no hard copy advertising around the Hyper Japan event leads me to believe even more so that the main marketing strategy was to be online and strongly based around the website and social media links.
Here i will look more closely at how they advertised.
Lets start with the website, Cross Media have been building this site into what it is today over the past two - three years. The website is used as the main advertising hub for the event. The website is used to advertise the whole event(build up, the show and after show review). The website acted as the media hub in the sense that all roads/ routes connected to the event would or could potentially lead back to the main website.The only website so far out of the sponsors, partners or public relations that i have found to have website pop ups and banners from Hyper Japan is the Eat Japan website who have a banner down the left side of their home page. I am yet to find any other digital media on other websites apart from the standard Hyper Japan Image/logo which would be at the top of some form of PR.
There was a huge use of social media marketing being used by Hyper Japan, all social media links reverted in one way or another back to either one of their social media sites or in the long run to the main website. This was a core part of the marketing and advertising strategy being used by Cross Media (Hyper Japan), get all internet and social media traffic about there event pointing towards their website.
MORE TO COME
I.O.E.X is next!!
So we know that the I.O.E.X has used hard copy and internet advertising by placing advertisements in the industry press magazine Main Event, but i am still yet to find any other hard copy press or magazine with advertising I.O.E.X may of paid for.
I would think that due to Main Event having a stand at the I.O.E.X there may have been some form of B2B partnership deal with either free advertising for a discounted pitch prize at the show or some form of B2B deal.
This i would say would be a large part of the marketing and advertising strategy from I.O.E.X. To use all exhibitors as a form of B2B discounted or free advertising platform. This works for both parties and would definitely be in place with all sponsorship deals.
Between exhibitions, shows and the businesses/consumer market in the given genre of which they might sit there is normally extensive saturation of the trade show advertising via press or online media within the genres associated media and very little further than that, Obviously, whats the point of advertising an outdoor event trade show to a consumer comic book convention audience!!
This is true but the outdoor events industry is vast and the catchment of many differing industry and trade genres is needed in the case of the I.O.E.X and i believe that the marketing strategy they have taken which is to use platforms of media that many view., i.e online and hard copy trade press and magazines. Also the use of public relations techniques with the I.O.E.X sponsors, supporters and media partners makes for good advertising.
There is use of social media with the use of Twitter, Facebook and LinkedIn which i believe is a must in today's world especially when it comes to marketing strategies and public relations.
What i believe to be the best marcomms tool that the I.O.E.X have is their website. It really has all guns blazing in all directions. As a student and industry professional myself i know that these days the website is the first port of call when it comes to getting the low down on the event i am working or attending.
The website really works and as a marketing tool allows visitors to easily understand why they need to attend or exhibit the show. Not only is the website good but all e-marketing as in e-newsletters is really informative and very well pieced together and cleverly directs you back to the website.
Another important aspect and defiantly one of the main reasons for prediction of greatness from the I.O.E.X event is that it is the little brother or son of the almighty C.O.N.F.E.X. The association to the UK's biggest conference and exhibition show is a huge plus for the marketing strategy of the I.O.E.X.
As it is the C.O.N.F.E.X (U.B.M)that birthed the I.O.E.X(also U.B.M), announced its arrival and has most defiantly helped it take its first steps to becoming another industry must attend event, this has helped massively in creating a buzz about the event via public relations, as everyone who already attends or has anything to do with C.O.N.F.E.X will be falling over each other in an attempt to be a part of I.O.E.X or just to show that they were there first.
Very Clever marketing strategy by the parent company U.B.M,(U.B.M is a global media and B2B communications, marketing, service and data provider. Check out this link for more on big mumma!!http://www.ubm.com/about-ubm/ubm-overview.aspx).
Creating a new event and marketing it to target groups that they already either had links with or had their eyes on over the last few years. The new event I.O.E.X is really the an extension of the C.O.N.F.E.X but due to the size of C.O.N.F.E. UBM really could not have just linked the two, they had to create a completely new event with a clever strategical marketing approach.
MORE TO COME
I found these events because they had advertised and well enough for it to come to my attention. I first saw an I.O.E.X advertisement in the Main Event, event industry magazine (hard copy, but this is the weblink,http://www.themaineventmagazine.co.uk/) and the Hyper Japan event was advertised to me via their venue's advertising tool which is the Earls court website(http://www.eco.co.uk/).
This is proof of advertising, but what is advertising and can we find a clear definition of what it means?
Well many see advertising as a form of communication and it is, advertising is conveyance of the product or service to the consumer market and or the end user. Lets see what the intellects think!
"This idea of advertising "delivering a sales message" is not a new one"(Schultz, D.1990)
That's right advertising has been around for centuries even millennium.
George and Michael Belch really sum advertising up. "Any paid form of non personal communication about an organization, product, service or idea by an identified sponsor."(Belch, G. Belch, M.1998)
OK we now know what advertising is i hope! lets look at how these two events Hyper Japan and I.O.E.X went about advertising their events.
Hyper Japan is up first.
The main concentration of Hyper Japans advertising was via internet/digital, social media and viral marketing/ advertising. There has also been an approach of sales promotion and the use of PR to deliver their sales message. I did not find any hard copy advertising and could not tie them to any magazine or news paper.
Also there i could not find any poster or billboard advertising. The fact that there must of been little to no hard copy advertising around the Hyper Japan event leads me to believe even more so that the main marketing strategy was to be online and strongly based around the website and social media links.
Here i will look more closely at how they advertised.
Lets start with the website, Cross Media have been building this site into what it is today over the past two - three years. The website is used as the main advertising hub for the event. The website is used to advertise the whole event(build up, the show and after show review). The website acted as the media hub in the sense that all roads/ routes connected to the event would or could potentially lead back to the main website.The only website so far out of the sponsors, partners or public relations that i have found to have website pop ups and banners from Hyper Japan is the Eat Japan website who have a banner down the left side of their home page. I am yet to find any other digital media on other websites apart from the standard Hyper Japan Image/logo which would be at the top of some form of PR.
There was a huge use of social media marketing being used by Hyper Japan, all social media links reverted in one way or another back to either one of their social media sites or in the long run to the main website. This was a core part of the marketing and advertising strategy being used by Cross Media (Hyper Japan), get all internet and social media traffic about there event pointing towards their website.
MORE TO COME
I.O.E.X is next!!
So we know that the I.O.E.X has used hard copy and internet advertising by placing advertisements in the industry press magazine Main Event, but i am still yet to find any other hard copy press or magazine with advertising I.O.E.X may of paid for.
I would think that due to Main Event having a stand at the I.O.E.X there may have been some form of B2B partnership deal with either free advertising for a discounted pitch prize at the show or some form of B2B deal.
This i would say would be a large part of the marketing and advertising strategy from I.O.E.X. To use all exhibitors as a form of B2B discounted or free advertising platform. This works for both parties and would definitely be in place with all sponsorship deals.
Between exhibitions, shows and the businesses/consumer market in the given genre of which they might sit there is normally extensive saturation of the trade show advertising via press or online media within the genres associated media and very little further than that, Obviously, whats the point of advertising an outdoor event trade show to a consumer comic book convention audience!!
This is true but the outdoor events industry is vast and the catchment of many differing industry and trade genres is needed in the case of the I.O.E.X and i believe that the marketing strategy they have taken which is to use platforms of media that many view., i.e online and hard copy trade press and magazines. Also the use of public relations techniques with the I.O.E.X sponsors, supporters and media partners makes for good advertising.
There is use of social media with the use of Twitter, Facebook and LinkedIn which i believe is a must in today's world especially when it comes to marketing strategies and public relations.
What i believe to be the best marcomms tool that the I.O.E.X have is their website. It really has all guns blazing in all directions. As a student and industry professional myself i know that these days the website is the first port of call when it comes to getting the low down on the event i am working or attending.
The website really works and as a marketing tool allows visitors to easily understand why they need to attend or exhibit the show. Not only is the website good but all e-marketing as in e-newsletters is really informative and very well pieced together and cleverly directs you back to the website.
Another important aspect and defiantly one of the main reasons for prediction of greatness from the I.O.E.X event is that it is the little brother or son of the almighty C.O.N.F.E.X. The association to the UK's biggest conference and exhibition show is a huge plus for the marketing strategy of the I.O.E.X.
As it is the C.O.N.F.E.X (U.B.M)that birthed the I.O.E.X(also U.B.M), announced its arrival and has most defiantly helped it take its first steps to becoming another industry must attend event, this has helped massively in creating a buzz about the event via public relations, as everyone who already attends or has anything to do with C.O.N.F.E.X will be falling over each other in an attempt to be a part of I.O.E.X or just to show that they were there first.
Very Clever marketing strategy by the parent company U.B.M,(U.B.M is a global media and B2B communications, marketing, service and data provider. Check out this link for more on big mumma!!http://www.ubm.com/about-ubm/ubm-overview.aspx).
Creating a new event and marketing it to target groups that they already either had links with or had their eyes on over the last few years. The new event I.O.E.X is really the an extension of the C.O.N.F.E.X but due to the size of C.O.N.F.E. UBM really could not have just linked the two, they had to create a completely new event with a clever strategical marketing approach.
MORE TO COME
Sunday, 26 February 2012
DON'T BELIEVE THE HYPE!!!
That's right people Hyper Japan was not what i thought it was going to be, after visiting the event and the local area in which it was held (Earls Court in London) it was clear to see that the event was lacking in the physical advertising and promotion aspects of marketing.
On my journey to the event i detected no presence of event promotion and even worse no advertising in the form of posters, billboards, handouts, flyer's or London Underground tube advertising. On my arrival to the Earls Court exhibition hall i found it hard to event detect the location and entrance.
The only external physical marketing i could see was a sign that said Hyper Japan tickets this way and on the actual Earls Court illuminated listings which are located directly on the front doors of the Earls court building.
Finding so little or virtually no physical advertising presence at earls court and in the surrounding area's( I traveled around London for the day) came as some what of a surprise to me. I have attended several events at Earls Court and also the local Olympia and i have always seen advertising for the event of which i was attending.
On finding and entering the event which was being held in the smaller event hall at the rear of Earls Court, it was clear to see that there was a minimal budget for the event and that a lot of what they had advertised was hype. All or most of what the website advertised as being at the event was there but in very small quantities and or not well organised. The information from the website and news letters did not match up to what was on offer on the day of the event.
The marketing strategy was to advertise via social media and website links. This in turn has created a social networking event, targeted mainly at 16-25 year old computer gamer's or anime animation fans.
Hyper Japans social media marketing must of worked though as the event seemed reasonably busy with the right type of clientele.
IF the marketing strategy was to only use social media and viral marketing mixed in with a bit of business to business PR it seems to have worked. But i do believe that they are missing a trick by not using other types of media to reach out to other target groups who may be interested in the event, they could be alienating them selves from other markets outside of the social media reach and therefore cutting themselves off from potential market groups which may bring in bigger revenue and advertising and business relations with other media suppliers.
IF the marketing strategy was to only use social media and viral marketing mixed in with a bit of business to business PR it seems to have worked. But i do believe that they are missing a trick by not using other types of media to reach out to other target groups who may be interested in the event, they could be alienating them selves from other markets outside of the social media reach and therefore cutting themselves off from potential market groups which may bring in bigger revenue and advertising and business relations with other media suppliers.
Saturday, 25 February 2012
HYPE UP HYPER JAPAN!!
Today is the start of the Hyper Japan event at earls court, I am visiting the event to have a closer look at their marketing solutions and strategies. So excited, of course i will have to soak up some of the Japanese culture along the way, first its the marketing then its the sushi!! Many advertising aspects to be looked at! watch this space!
Friday, 24 February 2012
PUBLIC RELATIONS....READ ALL ABOUT IT.
Hyper Japan next, I wonder what PR they are using?
Well again i have first looked at their websites to see what type of PR is there.
Hyper Japan have gone for a social media feed on the website and a massive push on social media as a whole.
If you go to there website and look at the social media bar at the top of the page and then click the more text at the end of the bar a box appears with hundreds maybe or maybe over a thousand social media links. I could not believe my eyes.
This goes to show that hyper Japan really know there target market and that it is out there online somewhere!
Another great piece of PR using social media was to create a blog competition or a blog off, Hyper japan offered bloggers to create PR about this years show and each week there would be a winner who's blog would be posted on the Hyper Japan website. Just look at all these blogs its amazing!
- ♥
- Haikugirl’s Japan
- Tabio
- Tokyo Textiles
- Tokyo Telephone
- Kimono de Jack
- Isshoni London
- Manga UK
- Parsnips UK
- Fish Trip Cafe
- JETwit.com
- Diverse Japan
- Hello! Blog
- KEI & INK
- Sakura Moments
- All These Pretty Things
- My Kawaii Space!
- Multifluorochromatic
- Electric Bloom Webzine
- The Love of Japan
- Pink Apple Jam
- Moshi Moshi Katie
- Elegant Poupée
- Itsumo Japan
- Roxie Sweetheart
- NOW, VOYAGER/a>
- Japan Crafts
- Japan Underground
- Japan ya
- Wakufu.co.uk Blog
Greta use of public relations to try to create some free advertising.
But it does not end there, when searching Hyper Japan PR online i have found so many review websites talking about what Hyper Japan is doing this year. Take a look at this website a
 |
Next month will see the arrival of a new anime event in the UK - Hyper Japan. Running from October 1st 2010 - October 3rd 2010 at the Old Truman Brewery, Brick Lane, London, the weekend event promises to be a Japanese pop culture experience which will cover anime, cosplay, cuisine, competitions, stage performances and a range of Japanese retailers and much more. To find out more about the event we spoke to Emily Bastian, who will be organising the cosplay and otaku village sections of Hyper Japan: |
 Japanese cuisine will be one of many of the cultural events happening over the weekend |
Animetion:
How did Hyper Japan come
about?
Emily:
"Hyper Japan is organised by Cross Media - a company specialising
in Japanese food, drink and culture. They are known as the publisher of
Eat-Japan magazine and Tokyo City's tourism representative in the UK.
After successfully running the Eat Japan food festival and Tokyo Day
tourism event, Cross Media wanted to make their own show to introduce Japanese
pop culture and affordable food to a new audience of younger people."
Animetion: How does Hyper Japan differ from other anime events? Emily: "Hyper Japan was launched to bring Japanese companies together directly with UK fans. This year will see several companies exhibiting in the UK for the first time - Toei Animation, Good Smile Company, EVA Store and KERA magazine, to name a few! Secondly, Hyper Japan is not just aimed at anime fans, but at lovers of Japanese food, fashion, and the general public, too - so there will be a wide range of activities and exhibitors, making a more exciting and varied event! Visitors will be able to sample many kinds of cuisine at the Eat-Japan food court, see |
famous punk and lolita brands in the KERA
fashion show and experience everything from traditional calligraphy to Japanese
beauty treatments.
Lastly, Cross Media run a monthly "focus group" meeting with anime and fashion fans, to get their opinion on what is popular within the British otaku community and what they would like to see at the show. Many of the people who have taken part in our focus group are very active members of the anime, cosplay and lolita scenes (the owners of some well known websites have taken part, too!). Their advice has helped to shape the event into something which (we hope) is exciting and authentic for anime fans." Animetion: we notice you have several exhibitors and sponsors from overseas, was this difficult to arrange? Emily: "My job is to organise the cosplay events and PR within the otaku community, so I don't know the details of particular exhibitors. However, most of Cross Media's staff are Japanese, they have built up a lot of Japanese contacts over the years, so they are able to make use of that network to bring exhibitors from Japan who otherwise perhaps wouldn't be part of a UK show. " Animetion: we note that many events are focused on various facets of Japanese culture, what is there for anime fans? Emily: "The cast of new shojo anime Milky Holmes will be joining us at Hyper Japan! The four seiyu will be performing and signing autographs at the event. Milky Holmes is a brand-new anime, so UK fans get to meet the actresses before anyone else! There will also be anime screenings on the Friday afternoon, manga tutorials on the Saturday, and of course three cosplay competitions on Saturday and Sunday! (see below). We are lucky to have animation studios Toei Animation and Bushiroad exhibiting at the event, as well as several companies selling anime goods and toys (I'm especially excited about Square Enix's stand! Anime fan groups, manga artists and events, will be exhibiting in the community area, too." |
OK free promotion and advertising via social media and reviews now that is one hell of a Public relations campaign. But it does not end there what about the press. It seems that event the press are making noise about them too.
It's a J-celebration: Hyper Japan in London
TNT Magazine - 3 days ago
Hyper Japan is the UK's biggest celebration of Japanese culture,
cuisine and cool; a veritable cornucopia of delights from the Land of the Rising
Sun.
Hyper Japan
Time Out London - 5 days ago
A festival of Japanese culture and cuisine. There's sushi, sake and
snacks to sample, anime and manga to see, as well as fashion shows,
demonstrations, ...
London Food & Drink News: 9 February 2012
Londonist - 9 Feb 2012
Hyper Japan is an event dedicated to the love of all things
contemporary and Japanese. The third Hyper Japan will be held in West
London at Earls Court ...
Right then who's next! ah ha! the sponsors and supporting companies, lets see what they have for us!!
Well earlier on i looked at the sponsors and i had noticed that Hyper Japan actually have announced their PR Partners on the same page. so lets start with them.
PR Partners
This is most interesting, although they have announced their PR partners i can not seem to find any PR about Hyper japan on any of the partner websites, maybe the partners are doing something else to publicize Hyper Japan?
I will investigate more on this as there must be more PR than this from the there sponsors and partners, more research needed!!
PUBLIC RELATIONS......READ ALL ABOUT IT!
P.R or public relations? What is it? and what does it do? and do either of these two events use it!
http://www.majoreventsint.com/pub/news.php?mscID=2065
http://www.noea.org.uk/events.asp#22
You could call this business to business marketing but also this is PR, the mother event C.O.N.F.E.X has a huge press release about the I.O.E.X on their website. it is very impressive and i imagine that it is where most of the initial PR and press information stemmed from.
Check out the link its a must PR read!
http://www.international-confex.com/page.cfm/ID=588
OK but truly i think its going to be the press that create the real PR rants about the events before and after.
Event magazine has so much spiel about the the I.O.E.X it is quit unbelievable. it really shows just how much the I.O.E.X must be doing to create this PR information or press copy. Check out the link, and type ioex into their online search engine!!
hhttp://www.eventmagazine.co.uk
It is clear to see that public relations is important to the I.O.E.X, but the I.O.E.X PR does differ from the Hyper Japan PR. The I.O.E.X does use social media but it is not anywhere close to the amount of social media PR that Hyper Japan uses. Also I.O.E.X has much more PR available via the press or trade magazines than Hyper Japan.
Its not just that though, the PR content is different as well, I.O.E.X PR is directed at trade and industry and talks of industry news, expresses interest in the event, talks of how the expo will bring businesses together and networking opportunities ect. Hyper Japan's PR is solely aimed at advertising to potential attendees in a bid to sell tickets.
Well the this is what public relations is defined as.
"public relations practice is the art and social science of analyzing trends, predicting their consequences , counselling organization leaders, and implementing planned program's of action that will serve both the organizations and the public interest". (cited in Jefkins, 1994) (Baines, P. et al.2004)
Or
"public relations is about reputation-the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of influencing opinion and behavior. it is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its public."(Broom, G.M.1985)
Now we know what it is are these two events Hyper japan and the I.O.E.X using PR
Well the answer is yes. lets have a look at what PR i have found from these events.
First off i will start with I.O.E.X
So first of lets see what PR they are doing themselves.
There is a Twitter feed on their website which is a massive public relations tool.
There is a big push on their website about it being a new event and about whats happening at the event. There are also some research results of what seems to be quit a large survey and some promotion of the survey. This is a sure winner for getting others involved and talking about your event ahead of the opening.
take a look at what they have done.
Other exciting news
Event Industry Investment Survey 2012
IOEX launched a research project into the state of the UK event industry aimed at providing an insight into what event professionals are facing in their day to day roles and highlighting potential issues for the rest of 2012.
We revealed the results at a special event on Thursday 26 January at ExCeL London.
Watch a video of the presentation and of the reaction from guests here.
An exciting talent competition to find the next superstar in corporate entertainment!
Want to get exposure for your act and win top prizes? Then it’s time to break into the corporate entertainment scene, with The Next Big Thing. This is the perfect opportunity to get access to corporate organisers looking for acts from bands to dancers, magicians to acrobats, singers to violinists.
• For further information and to enter
IOEX launched a research project into the state of the UK event industry aimed at providing an insight into what event professionals are facing in their day to day roles and highlighting potential issues for the rest of 2012.
We revealed the results at a special event on Thursday 26 January at ExCeL London.
Watch a video of the presentation and of the reaction from guests here.
An exciting talent competition to find the next superstar in corporate entertainment!
Want to get exposure for your act and win top prizes? Then it’s time to break into the corporate entertainment scene, with The Next Big Thing. This is the perfect opportunity to get access to corporate organisers looking for acts from bands to dancers, magicians to acrobats, singers to violinists.
• For further information and to enter
Just from typing I.O.E.X PR into the Google search bar it is clear from the results that there are a lot of
different people talking about this event and for different reasons.
the first few items that pop up in the search results that are not from the I.O.E.X website are links taking you to either social media sites or blogs where people are talking about the event here are a sample links of sites i found.
Blog site
Linked i
Blog site
http://marketingblog.sitepreviews.co.uk/2012/02/new-type-of-digitally-printed-flooring-from-sunbaba/
Twitter
http://marketingblog.sitepreviews.co.uk/2012/02/new-type-of-digitally-printed-flooring-from-sunbaba/
Twiiter
People seem to be really excited about this event and talking about it.
funnily enough a link to my own blog comes up o n the second page!!
OK so now we need to look at the events partners and associated businesses that will or should be talking about the I.O.E.X.
Yes sure enough just going to the sponsor, supporters,and industry partners websites it is clear to see there is some clear PR happening, very healthy PR. check out the links.
http://www.majoreventsint.com/pub/news.php?mscID=2065
http://www.noea.org.uk/events.asp#22
You could call this business to business marketing but also this is PR, the mother event C.O.N.F.E.X has a huge press release about the I.O.E.X on their website. it is very impressive and i imagine that it is where most of the initial PR and press information stemmed from.
Check out the link its a must PR read!
http://www.international-confex.com/page.cfm/ID=588
OK but truly i think its going to be the press that create the real PR rants about the events before and after.
Event magazine has so much spiel about the the I.O.E.X it is quit unbelievable. it really shows just how much the I.O.E.X must be doing to create this PR information or press copy. Check out the link, and type ioex into their online search engine!!
hhttp://www.eventmagazine.co.uk
It is clear to see that public relations is important to the I.O.E.X, but the I.O.E.X PR does differ from the Hyper Japan PR. The I.O.E.X does use social media but it is not anywhere close to the amount of social media PR that Hyper Japan uses. Also I.O.E.X has much more PR available via the press or trade magazines than Hyper Japan.
Its not just that though, the PR content is different as well, I.O.E.X PR is directed at trade and industry and talks of industry news, expresses interest in the event, talks of how the expo will bring businesses together and networking opportunities ect. Hyper Japan's PR is solely aimed at advertising to potential attendees in a bid to sell tickets.
SALES PROMOTION?
Before we get started on the actual sales promotion of each of these amazing events lets see what the theorist say about sales promotion.
Bowdin et al state that "sales promotion, sometimes called below the line promotion by advertising agencies because they do not receive commission on these activities, are those activities that use incentives or discounts to increase sales. Examples of sales promotion are family fun days at an event where families receive a group discount or a free bottle of fizzy drink when you buy a ticket. sales promotions have the ability to generate extra sales in particular target market sub segments".(Bowdin, G. Et Al.2001).
Fantastically put by Bowdin and crew but Guy Masterman really surmises it.
"Sales promotion can be an impressive tool and has consequently grown into a first choice for many events. its cost effectiveness can in some cases be readily evaluated against objectives and achieve both short term and long term impact on an event brand. it is, however, totally dependent upon other communications tools if it is to work. On the one hand, it is a natural bed-fellow for advertising, public relations, personal selling, sponsorship and direct marketing but, on the other , it relies on these other forms of contact as communication vehicles. The greatest sales promotions can not work unless target audiences are made aware of them.(Masterman, G.2006)
So now we know what we are talking about lets see what Hyper Japan and I.O.E.X have created using sales promotions with other businesses, sponsors, supporters and partners.
First off lets look at their websites to see if their are any of their own sales promotions on offer.
Hyper Japans website had an offer on tickets right up until the day before the day of its opening.
This sales promotion was based around discounted ticket price, offering tickets at £10 rather than the £14 official selling price, their where also adverts for cheaper tickets when bought in multiple or for group bookings.Tickets are now.
Hyper Japans website had an offer on tickets right up until the day before the day of its opening.
This sales promotion was based around discounted ticket price, offering tickets at £10 rather than the £14 official selling price, their where also adverts for cheaper tickets when bought in multiple or for group bookings.Tickets are now.
| SHOW OPENING TIMES: | Friday 24 February 15:00-21:00 Saturday 25 February 09:30-20:00 Sunday 26 February 09:30-17:00 |
| General Entry Ticket: | £12 (on the door £14) |
| Friday Ticket: | £6 (on the door £7) |
| Late Afternoon Ticket: | £6 (on the door £7) |
| (valid for entry between 16:00-20:00 Saturday and 15:00-17:00 Sunday ONLY) | |
| Fast
Track Ticket:
|
£14 |
Kids aged up to and including ten go FREE
(http://hyperjapan.co.uk/tickets, 24/02/2012)
As you can see there is still a discounted ticket price offer available when booking online or in advance also a pay on the door cost of £14. Interestingly their is a que jump or fast track ticket available at the cost of £14 this type of sales promotion has become evermore increasingly popular with event production companies as it has proved to be a lucrative source of income, I mean who wants to que these days!
OK so the type of sales promotions that are on offer here are what is called customer sales promotion. Customer sales promotions "sales promotions that are directly focused on the end-users are designed to provide a final reason why customers should select a particular brand over an other.( Masterman, G.2006)
Also "Sales promotion can inspire customers into action. (Masterman, G.2006) And "Discounts, gifts, premiums and prize promotions can not only be directed at single ticket buyers but also corporate hospitality clients for example."(Masterman, G.2006)
There are tickets for the sake and sushi awards which are taking place at Hyper Japan.
Here i will be looking at sales promotion offers from sponsors, partners and supporters or even public relations situations.
First up quite interestingly is an online anime news website which has no business links with Hyper japan, But is promoting cheaper tickets. The promotion actually navigates you to the Hyper Japan website, at the time Hyper Japan must have been selling the tickets at half price, an early bird type of sale( now the link just takes you to the updated website. Anyway take a look at this link which will give you an insight to what i am talking about. I would say this is a PR related sales promotion.
http://www.animeuknews.net/news/2731/tickets-for-hyper-japan-2012-spring-available
Below is some information copied from the Japan Center who are one of the major PR partners for Hyper Japan. Another use of PR to promote both business's.
http://blog.japancentre.com/2012/02/01/competition-hyper-japan-is-back-for-2012-and-we-have-tickets-to-give-away-again/#more-4121
Here i will be looking at sales promotion offers from sponsors, partners and supporters or even public relations situations.
First up quite interestingly is an online anime news website which has no business links with Hyper japan, But is promoting cheaper tickets. The promotion actually navigates you to the Hyper Japan website, at the time Hyper Japan must have been selling the tickets at half price, an early bird type of sale( now the link just takes you to the updated website. Anyway take a look at this link which will give you an insight to what i am talking about. I would say this is a PR related sales promotion.
http://www.animeuknews.net/news/2731/tickets-for-hyper-japan-2012-spring-available
Below is some information copied from the Japan Center who are one of the major PR partners for Hyper Japan. Another use of PR to promote both business's.
http://blog.japancentre.com/2012/02/01/competition-hyper-japan-is-back-for-2012-and-we-have-tickets-to-give-away-again/#more-4121
COMPETITION: Hyper Japan is Back for 2012… And We Have Tickets To Give Away Again!
Competition: Win a Pair of Tickets to Hyper Japan
Japan Centre are giving away a pair of
tickets to one lucky winner so they can join the fun and games at Hyper
Japan on Friday, Saturday or Sunday, you can choose which day! To
enter, all you have to do is tell us the answer to this question:
• What do you think is going to be the most awesome-tastic event at Hyper
Japan 2012?
Simply leave your answer
in a comment on this post, or if you prefer you can head over to our
Facebook
page and leave a comment on the post there. You can even
re-tweet your answer if Twitter is your social platform of
choice!
We will choose a random winner next week so make sure you
get your answer in as soon as possible!
Even if you don’t win our
competition, you can still buy tickets for the event at the Hyper Japan website.
But there has never been a discounted or promotional cost for these. This is probably based on knowledge of previous events that it would sell out anyway. Or just that it is such a prestigious event that Eat Japan the sponsors of the awards and Hyper Japan do not desire to devalue the the ticket price.
OK not bad Hyper Japan, Lets see what I.O.E.X have got on their website.
First of their is no cost for event industry professionals to attend the I.O.E.X so this means there is no revenue to be made from ticket sales. But just because their is no monetary value involved it does not mean that it is not a sales promotion. the free registration is a hidden sales promotion, promoting the event in a bid to raise sales of their partners and trade businesses at the event. This is creates bigger and better Public relations and should increase the footfall of potential event industry professionals. very clever marketing.
I.O.E.X charge the exhibitors for stands, so with that in mind i looked at he exhibiting information and found sales promotions aimed at the exhibitors. As you can see from the information below taken from the I.O.E.X website, there is a 25% discount to all members of supporting trade associations. This is a direct sales promotion aimed at a target group who have affiliation with the supporting associations and is almost a call to action for those who are not affiliated to become so, in a bid to gain a discount price.
Also look at what the price includes section, a real push on promoting what you get for your money.
Also there is a clear call to action for potential exhibitors with larger stands of over 20 meters squared to get further sliding scale discounts. another use of sales promotion.
Also there is a push for exhibitors to become launch partners to receive even better value packages. Again sale promotion in action.
OK, even though the exhibitors are customers to the I.O.E.X and fall under the Customer sales promotions, the exhibitors fall into both customer and trade sales promotion depending on what type of package they purchase. they also fall into the trade sales promotion due toe being intermediaries.
Trade sales Promotion" Intermediaries in the sales chain include retailers and distributors. The promotions can be received for the intermediary's own benefit or they can be received and then passed on to the end user in order to achieve this.(Masterman, G.2006)
Exhibiting Information
Rate card
Space only £285.00 per m² Shell scheme £315.00 per m² 25% launch event discount to all members of supporting trade associations. Further sliding scale discounts for stands over 20m² are available. Please contact mark.gordon@ubm.com to discuss. Price includes:
A number of even better value packages are available for launch partners wishing to take over 100m2. (Subject to discussion).  Dowload the sales
brochureRegister today for FREE entry When you click on the Download sale brochure you get a more comprehensive explanation of the above and direct contact links with marketing and sales managers at I.O.E.X Very clever sales promotion form both events, now lets look at what other sales promotions have been made available....... This was interesting, considering its free to get in to I.O.E.X Click the link to see how this sales promotion works!! http://www.majoreventsint.com/pub/news.php?mscID=2082 Here i will be looking at sales promotion offers from sponsors, partners and supporters or even public relations situations This was also some interesting sales promotion where a supporter of the I.O.E.X is selling space on their own stand and giving a discount to those who are affiliated. A good use of trade sales promotion. |
Special National Outdoor Event Association member offers:
- 2x2 metre stand on the NOEA Pavilion - £800
- 3x2 metre stand on the NOEA Pavilion - £1,000
- 7+ squared metres stand – 25% off Ratecard price
this information was taken from this link.
http://www.noea.org.uk/events.asp#22
Who did what? Well both events used sales promotion for their events, and in very similar ways, offering a discount to the customer in a bid to sell tickets or exhibitor space. There was a competition from Hyper japan and with the I.O.E.X there were incentives to book exhibitor space, free tickets for your clients who wish to attend and a discounted price on stand space if you are affiliated with one of the supporting associations.
There must of been much more sales promotion with the I.O.E.X/C.O.N.F.E.X than i have been able to find and that is because the type of sale promotion i am talking would of been between the exhibitors or sponsors and secondary product and services providers of them. This would of been a mix of internal and trade sales promotion and is much harder to detect as it is not advertised publicly and is done either behind closed doors or as a sweetener to get potential customers of the exhibitors to come down to the show, especially if the exhibitor is not from London and they desire for there'r potential London customers to pop down to try to close the sale.
http://www.noea.org.uk/events.asp#22
Who did what? Well both events used sales promotion for their events, and in very similar ways, offering a discount to the customer in a bid to sell tickets or exhibitor space. There was a competition from Hyper japan and with the I.O.E.X there were incentives to book exhibitor space, free tickets for your clients who wish to attend and a discounted price on stand space if you are affiliated with one of the supporting associations.
There must of been much more sales promotion with the I.O.E.X/C.O.N.F.E.X than i have been able to find and that is because the type of sale promotion i am talking would of been between the exhibitors or sponsors and secondary product and services providers of them. This would of been a mix of internal and trade sales promotion and is much harder to detect as it is not advertised publicly and is done either behind closed doors or as a sweetener to get potential customers of the exhibitors to come down to the show, especially if the exhibitor is not from London and they desire for there'r potential London customers to pop down to try to close the sale.
Tuesday, 21 February 2012
EVENT SPONSORSHIP
Bring in the big guns!! oh Yeah!!
Obviously Stand Out are doing it for a reason, those reason's will be to fulfill their sponsorship objectives.
The sponsorship objectives will be a string of reasons or alterior motives to sponsor the event in a bid to gain benefits from the relationship.
Stand out have done exactly this.
The Sponsorship objectives of Stand Out magazine are a mixed combination of direct and indirect objectives.
Guy Masterman states" Direct objectives may be for the achievement of short term impact on consumption behavior and the increasing of sales. Indirect objectives on the other hand, would ultimately be over a longer term, and would at some future point lead to increased sales."(Masterman, G)
So the direct objectives would be to create heightened consumption of the Stand Out magazine by the attendees of the I.O.E.X and as the Stand Out magazine is a trade magazine and the I.O.E.X is a trade show, one of the direct objectives would be to make direct a sustained sales within the events industry by getting industry businesses to either subscribe to the magazine or advertise in the magazine.
Some of the indirect objectives may be related to image building and brand awareness. Heightening brand awareness may bring non attendees of the event or skeptical businesses using competitors to favor Stand Out over other trade magazines.
The connection to a new event such as I.O.E.X and ultimately to the bigger sister C.O.N.F.E.X and both of their creators U.B.M will improve improve the image of Stand Out, this is due to the prestige of the U.B.M, C.O.F.E.X and the association with the next big thing I.O.E.X. This should fulfill some of direct and indirect objectives.
Stand out will have many Sponsorship objectives that will cover most of these objectives: Competitive advantage, Brand awareness, Image building, developing and maintaining relations.
Having the competitive edge over your direct competitors is a must in business and sponsorship really allows you to do this, if you get in first on the sponsorship deal and make it exclusive in the sense that you are the only or main sponsor then you may have just put your company in a leading advertising position over your main rival.
"If the sponsorship opportunity is in demand, then even if this is the only objective a sponsor achieves it will at least have prevented the opposition from taking up the opportunity."(Shank, 2005)(Masterman, G.2006).
Asahi Breweries,LTD.
CA4LA
DHC
DOCOMO Europe Ltd.
EVISU
Japan England Insurance Brokers Ltd.
JEEF (Japan Europe Entrepreneurs Forum)
Lantis Co., Ltd.
London Fukushima Shakunage kai
Melt
Mitsukoshi(UK)Ltd.
Nissin (UK) Ltd.
Buy J Crafts Campaign by NSDA (Noriko Sawayama Design & Associates Ltd.)
NTT Europe Ltd.
Stardust Promotion, Inc.
SUNTORY
Tabio
The Japan Society
Japan Publications Trading Co., Ltd.
Wow, again!!
Hyper Japan has a huge amount of sponsors, supporters and partners and even have a list of thanks to other businesses and exhibitors that help towards the event. nearly every sponsor is a Japanese based company, the partners are a mix of Japanese and British as are the supporters.
There are some seriously big names in all the different genres involved within the Hyper japan experience.
Eat Japan is another business created by Cross Media the company behind Hyper japan, so because of this there are huge links between them. Eat Japan is is the actual company presenting Hyper japan.
Hyper japan have many main sponsors, it would be interesting to find out if there is one major sponsor or are all sponsor committing to a similar sponsorship package, i fear it would be almost impossible to find out that information given to earlier tight lipped conversations with Hyper Japan.
If i were to take a guess why most of these companies sponsored the Hyper Japan event, i would guess that the sponsoring objectives of most would be to heighten awareness of their brand to the clientele of the event and others watching it.
As Hyper Japan is a consumer expo it makes sense that most of the sponsors are consumer product based companies which supply products for high street retail.
This shows that the main objectives of the sponsoring companies must be to heighten the brand awareness in a bid to create sales revenue either in the short or long term, either at the show or on the high street.
Also as the event is a Japanese culture show there will be some competitive advantage objectives being set by most of the sponsors as they are all bar one Japanese. So it is almost a must to be a main sponsor for such an event.
In a later post i will be looking at the sales promotion aspects between the sponsors and Hyper Japan.
Sponsorship can make and or brake an event, without it many events just would not be financially viable as sponsorship does not just bring the possibilities of extra finance but it with it a string of extra free advertising from the sponsor and advertising leverage when it comes to planning you marketing strategy your own event.
Check out what the event theorist(Guru) Guy Masterman has to say about it!
Masterman talks about sponsorship programs and how to create suitable sponsorship packages for your desired sponsors and how it is important to get the "sponsor fit"(Masterman, G.2006), so as the sponsors are right for your event and that the sponsors fit each other and are willing to go on the same bill.
"Development of sponsorship programmes in this way can not only lead to enhanced communications reach at no extra cost of the event, but also leads to sponsor renewal.Event sponsors that exploit their event rights by integrating them into their own communications programmes are doing so at their own cost and, in addition, are complementing effort. In so doing, sponsors are more likely to be successful in achieving their sponsorship objectives and react to positively to renewing and developing the relationship.(Masterman, G.2006)
Right then lets look at what I.O.E.X and Hyper japan have done about sponsorship.
Up First is I.O.E.X
Take a look at the sponsorship page on the I.O.E.X website and this is what you find.
Wow, some big guns in the event industry, Stand Out are direct business partners with the actual event and are also direct business partners with C.O.N.F.E.X the sister expo which is joined to the I.O.E.X. Some are just supporters and there are many more than just the logos that are shown. The association of Independent festivals, Losberger, Silverstream TV, national catering association and many many more of which are actual exhibitors at the event.So why are all these companies supporting and partnering up with the I.O.E.X, Lets look at Stand Out Magazine who are the official industry partner of the I.O.E.X. Stand Out must of had some big reasons for wanting to be the main industry partner with the I.O.E.X
Is the the Official industry partner a sponsor or just a partner? The answer is both. Stand Out have chosen and also been chosen or won the tender to become the main industry partner for the I.O.E.X.This poll position of the main and in this case the only industry partner for the I.O.E.X comes at a cost. This number one spot on the podium of sponsorship will cost Stand out a considerable amount will engage them in big sponsorship deals with the I.O.E.X. This will not only cost money but it will also cost time in man hours and general business hours spent on creating a successful partnership.
Obviously Stand Out are doing it for a reason, those reason's will be to fulfill their sponsorship objectives.
The sponsorship objectives will be a string of reasons or alterior motives to sponsor the event in a bid to gain benefits from the relationship.
Stand out have done exactly this.
The Sponsorship objectives of Stand Out magazine are a mixed combination of direct and indirect objectives.
Guy Masterman states" Direct objectives may be for the achievement of short term impact on consumption behavior and the increasing of sales. Indirect objectives on the other hand, would ultimately be over a longer term, and would at some future point lead to increased sales."(Masterman, G)
So the direct objectives would be to create heightened consumption of the Stand Out magazine by the attendees of the I.O.E.X and as the Stand Out magazine is a trade magazine and the I.O.E.X is a trade show, one of the direct objectives would be to make direct a sustained sales within the events industry by getting industry businesses to either subscribe to the magazine or advertise in the magazine.
Some of the indirect objectives may be related to image building and brand awareness. Heightening brand awareness may bring non attendees of the event or skeptical businesses using competitors to favor Stand Out over other trade magazines.
The connection to a new event such as I.O.E.X and ultimately to the bigger sister C.O.N.F.E.X and both of their creators U.B.M will improve improve the image of Stand Out, this is due to the prestige of the U.B.M, C.O.F.E.X and the association with the next big thing I.O.E.X. This should fulfill some of direct and indirect objectives.
Stand out will have many Sponsorship objectives that will cover most of these objectives: Competitive advantage, Brand awareness, Image building, developing and maintaining relations.
Having the competitive edge over your direct competitors is a must in business and sponsorship really allows you to do this, if you get in first on the sponsorship deal and make it exclusive in the sense that you are the only or main sponsor then you may have just put your company in a leading advertising position over your main rival.
"If the sponsorship opportunity is in demand, then even if this is the only objective a sponsor achieves it will at least have prevented the opposition from taking up the opportunity."(Shank, 2005)(Masterman, G.2006).
In a later post i will be looking at the sales promotion aspects between the sponsors and the Internationaloutdoor Event Expo.
I believe that Stand Outs sponsorship objectives by becoming the I.O.E.X Main Industry partner are all of the above, but most importantly to achieve Brand awareness and develop relations and have the competitive advantage. This will all be done by piggy backing on all advertising created by the I.O.E.X and by any PR, advertising or self promotion created by Stand Out about the relationship with the I.O.E.X.
Their will be many reasons for the partnership between the these two businesses also the supporting companies who will also in some form will be sponsoring the I.O.E.X. Each will have differing objectives but all will ultimately be doing so for the purpose of increased revenue and or awareness.
I believe that Stand Outs sponsorship objectives by becoming the I.O.E.X Main Industry partner are all of the above, but most importantly to achieve Brand awareness and develop relations and have the competitive advantage. This will all be done by piggy backing on all advertising created by the I.O.E.X and by any PR, advertising or self promotion created by Stand Out about the relationship with the I.O.E.X.
Their will be many reasons for the partnership between the these two businesses also the supporting companies who will also in some form will be sponsoring the I.O.E.X. Each will have differing objectives but all will ultimately be doing so for the purpose of increased revenue and or awareness.
OK lets have a look at Hyper Japan's sponsor page
Sponsors
PR Partners
Special Thanks To
All Nippon Airways Co., Ltd.Asahi Breweries,LTD.
CA4LA
DHC
DOCOMO Europe Ltd.
EVISU
Japan England Insurance Brokers Ltd.
JEEF (Japan Europe Entrepreneurs Forum)
Lantis Co., Ltd.
London Fukushima Shakunage kai
Melt
Mitsukoshi(UK)Ltd.
Nissin (UK) Ltd.
Buy J Crafts Campaign by NSDA (Noriko Sawayama Design & Associates Ltd.)
NTT Europe Ltd.
Stardust Promotion, Inc.
SUNTORY
Tabio
The Japan Society
Supporters
Partners
Claritas Marketing Ltd.Japan Publications Trading Co., Ltd.
Wow, again!!
Hyper Japan has a huge amount of sponsors, supporters and partners and even have a list of thanks to other businesses and exhibitors that help towards the event. nearly every sponsor is a Japanese based company, the partners are a mix of Japanese and British as are the supporters.
There are some seriously big names in all the different genres involved within the Hyper japan experience.
Eat Japan is another business created by Cross Media the company behind Hyper japan, so because of this there are huge links between them. Eat Japan is is the actual company presenting Hyper japan.
Hyper japan have many main sponsors, it would be interesting to find out if there is one major sponsor or are all sponsor committing to a similar sponsorship package, i fear it would be almost impossible to find out that information given to earlier tight lipped conversations with Hyper Japan.
If i were to take a guess why most of these companies sponsored the Hyper Japan event, i would guess that the sponsoring objectives of most would be to heighten awareness of their brand to the clientele of the event and others watching it.
As Hyper Japan is a consumer expo it makes sense that most of the sponsors are consumer product based companies which supply products for high street retail.
This shows that the main objectives of the sponsoring companies must be to heighten the brand awareness in a bid to create sales revenue either in the short or long term, either at the show or on the high street.
Also as the event is a Japanese culture show there will be some competitive advantage objectives being set by most of the sponsors as they are all bar one Japanese. So it is almost a must to be a main sponsor for such an event.
In a later post i will be looking at the sales promotion aspects between the sponsors and Hyper Japan.
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