Difference in Marketing

The thing I find interesting when looking at the contrast of these two different events, is the different marketing and PR tools that are used. With something such as Derren Brown, where a touring performance is involved, there is plenty of free promotion all over the place. This is invaluable publicity, such as newspaper reviews and word of mouth. Whereas the Wedding Show is going to appeal to a certain niche market, and the promotion is slightly more limited and less accessible unless you are specifically looking for it. This isn't necessarily a bad thing though, as it is much more straight forward when looking at who you want to advertise to and how to go about it.

The Press Association did a case study on the marketing strategy of the National Wedding Show (which you can see here. This was carried out, as TNWS wanted to "increase [their] web traffic".

On a year on year comparison, the study shows that:

• visits increased by over 18% from 128,696 to 153,833
• page views increased by 6% from 850,689 to 902,932
• average time spent on the site increased by 3% to average of 3.5 minutes

This shows that the PR of the event is successful and it can only be expected to increase. It is important to carry out this type of study every now and again in order to ensure that all work you are doing is paying off, and to highlight any changes you may need to make in the future.