From studying Crufts promotion and advertising for the past couple of months, I can begin to draw some conclusions on what business objectives they have set. After some poor publicity in the previous years, Crufts attendance will have definitely taking some beatings. Therefore, one of their objectives may have been to raise attendance at the event, not for entrants (because the kennel club are very dedicated to this event) but for familys/friends and the general public watching the event. Usually, an event like this always likes to draw in new crowds and tap into different target markets, however I have seen no evidence of this with any of their promotion or marketing, making either their marketing mix flawed, or their objectives not very clear.
(Here's a streaker from 2010 that makes this post a bit more exciting haha!)
Enter Shikari, having this huge following that I'm always talking about, will have objectives for their overall tour and not just the one show. Their tour objectives are likely to be about attendance at shows that haven't done so well in the past, as well as bringing new fans to the scene and building a stronger fan base. They could make a stronger fan base by chatting to fans after the show, signing autographs and taking pictures, this knocks down the barrier of them being "celebrities" in the music industry, and more like regular people, making the friendship between them and their fans stronger. Furthermore, by releasing new singles (or a new album in the case of this tour) they are more likely to sell out on their tour dates because people will want to see them play their new music, creating a "hype" about their new tour!
(There's a nice bit of crowd interaction, those two girls look like they're really enjoying themselves!)
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