Event Promotion Plan
2315HSL – Event Marketing and Sponsorship
2315HSL
YEEHAH EVENTS Bathurst Motor Festival
Event Promotion Plan
Executive SummaryThe Bathurst Motor Festival is in its second year, it was originally started in 2006 as the Bathurst International Motor Festival, however it has gone through three name changes and is back up and running and beginning to build a real name and reputation for itself. Although in the two years that the re-furbished event has been run (2011 and 2012) the event has achieved a substantial rise in race car entrances therefore meaning that the event is growing in size. In 2012 the event will be held from the 6-8 April, with a projected outcome of 10,000 patrons to inundate the Mt Panorama Race Track over the three day event.
The festival is run by James O’Brien’s company Yeehah Events PTY LTD., James’s business is a single entity run company and therefore does not have most of the problems that corporations face. However, Yeehah Events face many problems of their own. The fact that the company is a run by a single person with subcontracted businesses means that the company is not able to take on too much and therefore the event is only limited to somewhat of a minor event (when compared to the V8’s). However, the company being run by James O’Brien only means that each event receives a personal touch, and considering the event is a unique event in Australia means that more people will want to attend it.
The demographics to the event are race followers, families and older historic fans,. These audiences make up the vast majority of the target audience and it is to these people that the marketing ploys need to speak to. However because they are all vastly different it can be difficult to market to each audience. Because the objective of the company is to expand the event and raise the attendance rate, the marketing ploys must reciprocate this business objective and allow the outcome of a raised attendance.
The marketing strategies
2315HSL
YEEHAH EVENTS Bathurst Motor Festival
Event Promotion Plan
Executive SummaryThe Bathurst Motor Festival is in its second year, it was originally started in 2006 as the Bathurst International Motor Festival, however it has gone through three name changes and is back up and running and beginning to build a real name and reputation for itself. Although in the two years that the re-furbished event has been run (2011 and 2012) the event has achieved a substantial rise in race car entrances therefore meaning that the event is growing in size. In 2012 the event will be held from the 6-8 April, with a projected outcome of 10,000 patrons to inundate the Mt Panorama Race Track over the three day event.
The festival is run by James O’Brien’s company Yeehah Events PTY LTD., James’s business is a single entity run company and therefore does not have most of the problems that corporations face. However, Yeehah Events face many problems of their own. The fact that the company is a run by a single person with subcontracted businesses means that the company is not able to take on too much and therefore the event is only limited to somewhat of a minor event (when compared to the V8’s). However, the company being run by James O’Brien only means that each event receives a personal touch, and considering the event is a unique event in Australia means that more people will want to attend it.
The demographics to the event are race followers, families and older historic fans,. These audiences make up the vast majority of the target audience and it is to these people that the marketing ploys need to speak to. However because they are all vastly different it can be difficult to market to each audience. Because the objective of the company is to expand the event and raise the attendance rate, the marketing ploys must reciprocate this business objective and allow the outcome of a raised attendance.
The marketing strategies
References: athurst International Motor Festival (2007). Retrieved from http://public.fotki.com/Pedro23/motor_racing/bathurst-internatio-1/Creative Gem Design Studios. (n.d.). How much Does a Website Cost? Retrieved from http://www.creativegem.com.au/articles/How-much-does-a-website-cost.html Johnson, J. (2012). Volunteers will fuel family motor festival. Retrieved from http://www.westernadvocate.com.au/news/local/news/general/volunteers-will-fuel-family-motor-festival/2504328.aspxMagic Dust. (n.d.) Prices. Retrieved from http://www.magicdust.com.au/prices/Paradigm. (2011). Event Overview: 2011 Bathurst Motor Festival. Retrieved from http://bathurstmotorfestival.com.au/bmf-news/event-overview-2011-bathurst-motor-festival/Sulka, M. (2008). Deputy Mayor Full of Praise for WPS Bathurst Motor Festival. Retrieved from http://paddocktalk.com/news/html/story-76709.htmlSuperhead Advertising (2008). TV Advertising. Retrieved from www.spearheadadvertising.com/ Sydney Online PTY LTD. (2012). 2012 Australian International Motor Show. Retrieved from http://www.sydneyfestivals.com.au/australian-international-motor-show.htmYeehah Events PTY LTD. (2012, a). Bathurst Motor Festival – Merchandiser and Exhibitors. Retrieved from http://bathurstmotorfestival.com.au/wp-content/uploads/2010/11/12bmfmerchexhib.pdfYeehah Events PTY LTD (2012, b). Ticketing. Retrieved from http://bathurstmotorfestival.com.au/event-info/ticketing/