I had a VERY "Australian" Australia Day this year by attending picnic races at Balnarring....and it was brilliant! Horse racing on Australia Day? How very Australian is that...!
Balnarring is a tiny place on the Mornington Peninsula in between Port Phillip Bay and Western Port Bay in Victoria, about an hour's drive south from Melbourne.
Upon entry to the course, I asked "how many people do you think you'll get here today?" (there was a fair line of cars at that stage, 20 minutes before the first race). "Bloody heaps" said the man dressed in the local fire suit, the Club was set for an historic day. "We are now parking cars in the middle of the course can you believe!"
After the first race, the PA crackled....."I have an important announcement, we are now starting our fourth raffle. Our FOUTH raffle. This is unprecedented for the Club. Tickets are $5, maximum 200 to be sold. $500 first prize. Thank you for your patience." Nice.
Well, I wasn't surprised to hear the PA spark again some 20 minutes later "we are now starting our FIFTH raffle, this is amazing. Tickets can be purchased at....".
It surely was a big day for the Club, due in part to some very basic event marketing principles in play...here's just some more of what I saw! (pictures courtesy 'Picture Gallery to Picnic Racing' website...yes, check it out).
Event Basic 1: "Go local for support, and your half way there!"
Promote locally, in local hotels, businesses, at-venue signage, shops, window fliers..'word of mouth' spreads from there.
Event Basic 2: "Create a theme, something to promote.."
Australia Day, that was an obvious...but play on the fact and reinforce the theme with ongoing promotions such as national anthems, theme songs, dress, activities, competitions...or even jockey silks....
Event Basic 3: "Look after the kids and families, and provide a reason to go"
Appeal to families and you've just doubled your audience...with face painting, pony rides, music and so on...
Event Basic 4: "Promise a lot but ALWAYS deliver more"
Ensure customer expectations are met. Purely and simply, a person's expectations determine their day. Exceed them with additional promotions and offerings like food stalls, bars, market stalls, raffles, competitions and on-the-day promotions...Balnarring Picnic Club had organised the current AFL Premiership Cup to be on-course for photo opportunities, brilliant...and (relatively) simple...
Event Basic 5: "Involve the media and get something for nothing"
Increase awareness and exposure via local media including press, radio, TV...this was the first time Balnarring had an Outside Broadcast (OB) from a local radio station...this gains you at least a month's free on-air pre-promotion...happy chaps...
Event Basic 6: "Great product, great communications, good repeat visits"
Ensure repeat visits with adequate security, positive communications on-the-day and a simple reminder about your next event coming up...like fliers upon leaving (with a '2 for 1' offer), bluetooth mobile marketing if your savvy...and a great day will be had by all!
Limo services will surely make your party more entertaining and memorable.
Posted by: limousine phoenix arizona | January 25, 2011 at 11:03 PM