Frank Warren Has Bad News!!!

Just Announced!!!!

Groves vs Anderson Is Cancelled!!!

Follow the link to read more:

http://frankwarren.tv/index.php/news/fwtv-news/latest-news/1583-groves-anderson-wembley-show-postponed.html 

Goodbye and Enjoy!!!

Well I hope you enjoy reading this blog as much as I've enjoyed making it, though it has been a very long process. I also hope you can see where I'm coming from and that it all makes perfect sense.
In my blog I think I've shown just how different these two events are and the way they promote themselves to the rest of us is also very different, though there are a few similarities.
These events are different in ways of promotion as I explained they have different tactics when it comes to advertising, for example, I can't imagine, in fact i'm sure that The ARC Show would not be using tactics such as having people fight in front of media to get the media attention now would they?

I feel I've learnt a lot from this myself as I've looked deeper into the whole advertising methods, I just hope my little head can keep it all in. 

Saying this I still feel there's more to put on here as it never feels complete to just walk away, so I'm sure I will add more when I get some time!!

Goodbye and most of all ENJOY!!!

Communication Objectives

Chris Fill best explains communication by saying communication itself is the process by which individuals share meaning. Therefore, for a dialogue to occur each participant needs to understand the meaning of the other's communication. For this overall process to work, information needs to be transmitted (Dibb et al., 1991) by all participants. It is important, therefore, that those involved with marketing communications understand the complexity of the transmission process. Through knowledge and understanding of the communications process, they are more likely to achieve their objective of sharing meaning with each member of their target audiences and so have an opportunity to enter into a dialogue.

(Source: A linear model of communication Fill C, Marketing Communications, Contexts, Contents and strategies, 1999, pg24)

Schramm's model above shows the communication process where each part of the model has a different section, source, encoding, decoding and the receiver (target audience).

The source relates to the company/ brand that is offering the event/ sending the message. Encoding is transferring the intended message into a symbolic style that can be transmitted. Signal is the transmission of the message using particular media. Decoding is understanding the symbolic style of the message in order to understand the message. Receiver is the individual or organisation receiving the message. Feedback is the receiver's communication back to the source on receipt of the message. Noise is distortion of the communication process, making it difficult for the receiver to interpret the message as intended by the source.


The model and its components are straightforward, but it is the quality of the linkage between the various elements in the process that determine whether the communication will be successful, (Fill, C, 1999)

Here It Is!!!!

The closer this fight gets, the more excited I get and watching this video has just added to it. If anyone has seen the first fight, you should be excited as well, even watching this should do it. I'm a massive boxing fan so for me Frank Warren Promotions putting together videos like this does work on me and I could have a good guess that it works on any fight fan, the way they mix the harsh words from the interviews in with the previous fight they had, also with heated weigh ins just adds to it. I can't wait!!!

This is the official promotion video

The Strong and Weak Theory!

Under the strong theory, adverting is believed to be capable of increasing sales at the brand and class levels. These upward shifts are achieved through the use of manipulative and psychological techniques, which are deployed against consumers who are passive, possibly due to apathy, and are generally incapable of processing information intelligentally. The most appropriate theory would appear to be the hierarchy of effects model, where sequential steps move buyers forward to a purchase, stimulated by timely and suitable promotional messages.

Increasing numbers of the European writers argue that the strong theory does not reflect practice. Most notable of these writers is Ehrenberg (1988; 1997), who believes that a consumer's patter of brand purchases is driven more by habit that by exposure to promotional messages.

The framework proposed by Ehrenberg is saying that awareness is required before any purchase can be made, although the elapsed time between awareness and action may be very short or very long. For few people intrigued enough to want to try a product, a trial purchase constitutes the next phase. This may be stimulated by retail availability as much as by advertising, word-of-mouth or personal selling stimuli.

Adverting's role is to breed brand familiarity and identification (Ehrenberg, 1997).

Following on from the original ATR model (Ehrenberg, 1974), various enhancements have been suggested. However, Ehrenberg added a further stage in 1997, referred to as the nudge. He argues that some customers can 'be nudged into buying the brand more frequently (still as part of their split-loyalty repertories) or to favour it more than the other brands in their consideration sets'. Advertising need not be any different from before; it just provides more reinforcement that stimulates particular habitual buyers into more frequent selections of the brand from their repertoire.

According to the weak theory, advertising is capable of improving peoples knowledge, and so is in agreement with the strong theory. In contrast, however, consumers are regarded as selective in determining which advertisements they observe and only perceive those which promote products that they either use or have some prior knowledge of. This means that they already have some awareness of the characteristics of the advertised product.  It follows the amount of information actually communicated is limited. Advertising, (Jones) say's is not potent enough to convert people who hold reasonable strong beliefs that are counter to those portrayed in an advertisement. Advertising is employed as a defense, to retain customers and to increase product or brand usage. Advertising is used to reinforce existing attitudes not necessarily to drastically change them.

Unlike the strong theory, this perspective accepts that when people say that they are not influenced by advertising they are in the main correct. It also assumes that people are not apathetic or even stupid, but capable of high levels of cognitive processing.

In summary, the strong theory suggests that advertising can be persuasive, can generate long-run purchasing behaviour, can increase sales and regards consumers as passive. The weak theory suggests that purchase behaviour is based on habit and that advertising can improve knowledge and reinforce existing attitudes. It views consumers as active problem solvers.

These two perspectives serve to illustrate the dichotomy of views that have emerged about this subject. They are important because they are both right and they are both wrong. The answer to the question, 'how does advertising work?' lies somewhere between the two views, and dependent upon the particular situation facing each advertiser. Where elaboration is likely to be high if advertising is to work, then it is most likely to work under the strong theory. For example, consumer durables and financial products require that advertising urges prospective customers into some form of trial behaviour. The vast majority of product purchases, however, involve low levels of elaboration, where involvement is low and where people select, often unconsciously, brands from an evoked set.

New products require people to convert or change their purchasing patterns. It is evident that the strong theory must prevail in these circumstances. Where products become established their markets generally mature, so that real growth is non-franchise and by allowing users to have their product choices confirmed and reinforced.

If the strong theory was the only acceptable approach, then theoretically advertising would be capable of continually increasing the size of each market, until everyone had been converted. There would be no 'stationary' markets.

The strong theory fails to deliver the expected results, and the weak theory does not apply to all circumstances. Reality may be a mixture of the two.

Well, comparing the two events, I believe The ARC Show is following along the lines of the weak theory because they are only exposing themselves to people and companies that know them and their aim is to get people and companies they know to come along to their event and purchase goods. I'm sure they welcome joe public to come along but that's not the market they are aiming for, they want lighting designers and architects and so on, thats their market and that's what they get, even though they might not get as many people attending as they would want as when I visited it wasn't the busiest of events that I've ever been to.

As for Frank Warren, I believe that they go with the strong theory as they are reaching to their current market but by using t.v, the web and lots of media coverage they are always trying to reach to a new market as its not always going to be the same people to attend different fights that they promote/ put on because different fighters have different styles which can lead to different fighters having a different fan base as with boxing fans not everyone likes a certain boxers personality.

A Small Pat Of Advertising

Through this blog I will be explaining the seven types of promotion that a company will use at any type of event.

Sales promotion is one of the seven types of the promotional mix. The other six parts of the promotional mix are advertising, personal selling, direct marketing, publicity/ public relations, corporate image and exhibitions. Media and non - media marketing communication are employed for a pre - determined, limited time to increase consumer demand, stimulate market demand or improve product availability. 


Chris fill explains advertising by saying, the main roles of advertising are to build awareness, include a dialogue if only on an internal basis) and to (re) position brands, by changing either perception or attitudes. The regular use of advertising, in cooperation with the other elements of the communication mix, can be important to the creation and maintenance of a brand personality. Indeed, advertising has a significant role to play inn the development of competitive advantage. In some consumer markets advertising is a dominant form of promotion.

This year they have a new feature, which is a graffiti lighting show, Maybe to  get a younger market interested in lighting displays for the future??

Just a little pic to show the type of lighting displays that can be seen on the day!

S.T.P!!!

• Segmentation
• Targeting
• Positioning

Both companies follow this three stage process well, by segmentation, we mean by separating the groups of possible attendees, for a particular event, by splitting people into groups this helps because by doing this they then know who exists and who they are to target as not every event appeals to every person in the world. With targeting they now have their preferred audience who best suit their particular event and who they want at their event, with this they have then achieved their goal by making themselves aware to the audience of choice and having who they want at their event. Targeting is split into three sections, firstly, how well are segments already served by other manufactures? Secondly, How large is the current segment? Thirdly, does the company have the strengths to appeal and compete with the market? Then by positioning, for example, Warren implementing their segmentation by making sure they put on the fights people want to see, by doing this they are appealing to the market that they picked out in targeting, and this will help keep the audience loyal to their particular brand, same as for The ARC Show, they have their proffered market and with them having this they will sell more products per head at their event as they know the people there are in their chosen industry and they are there looking for new products to purchase and to network. once they have this part sorted, they can then get on with the promotion and carry out a budget which then ticket prices can be carried out etc.

For me, both these events have carried this out well as the target audience that the research shows, proves that this takes place at these events.

http://www.consumerpsychologist.com/cb_Segmentation.html 

To The ARC Show!!!

So yesterday I went along to The ARC Show and I found that there was not a lot in the way of advertising, in fact there was no advertising around London or the area where it was. The only place that I could find anything was inside the event hall, this is down to the fact that they are aiming at a specific audience as I found out. I found this information out as I had an interview with a guy called Andrew Vaughan who is the brand director for IBM who organise The ARC Show.

My first question to him was, what benefits do companies get for sponsoring The ARC Show? His response was "each company that sponsors The ARC Show will be mentioned in any magazine article or any interview that's related the The ARC Show, they also get a big stall at The ARC Show but they still have to pay like everyone else. he also added that "this benefits them as the ARC Show will only talk about Mondo magazine for example and if there is another magazine company at The ARC Show they will have an agreement that they will not mention them unless specifically asked. He said this advertises Mondo magazine as an important company as The ARC Show is the biggest lighting show in the UK.

Advertising board inside the Business
Design Centre

My second question was, who is your target audience? and what advertising tactics do you use? His reply was "our main audience will be architects and lighting designers and people that work within the industry, not really aiming at the main public".  He also added "as we are aiming at businesses and professionals we tend not to use social media as much as other event may do, so we tend to use magazines and direct mail rather than putting posters up on the high street and buses etc".

I also paid a little visit to wembeley arena, which turned out to be a complete waste of time as when I got there, there was nothing to be found at all. I even asked a member of staff and he replied by saying "I didn't even realise it was happening", whats that all about? I thought, hes obviously not a Boxing fan. So the answer to that was, there was no advertising inside the arena, considering the fight is 2 weeks away, I found this a bit weird. This say's to me again the fact that Frank Warren again relies on media attention rather that putting up posters, which would be an extra cost to their advertising budget.

Advertising inside the Business Design Centre

What I found out here is, I believe both these events, though they are very different types of events, they are both aiming at a specific audience and that they are both aiming at people inside the industry, who follow whats going on in the world of their industry. Though I found that as Frank Warren Promotions relies on getting media attention, whether it be with the Groves vs Anderson fight or another fight, they don't just need attention on the next fight they promote as the media will have stories about other boxers promoted by Frank Warren. They also are in touch with social networking a lot more than The ARC Show, so this shows they're trying to reach out to a new audience and stay in the spotlight for people to pay attention to whats going on, whereas The ARC Show will strictly rely on a specific audience.

Though The ARC Show did look a lot better at night!!

Who Will Attend??

Frank Warren Promotions

Frank Warren Promotions is the UK's number 1 promoter for Boxing.

These tables show that younger men between 15-24 are most common to watch live sport followed by 25-34 years old who are doing part time work between 8 - 29 hours per week. Weather it be in pubs/ bars or clubs on a weekly basis men are the main target audience and women are least likely to be targeted or attend a sporting event. The most common earnings for an audience to do with sporting events seems to be people who earn £47.000 - £49.999. I believe the reason for this is that these people who earn this amount and watch sport are betting on these sporting events and Boxing has a big element of people gambling on each fight. Although people that earn between £37,000 - £39,999 are a big following with just over four times the average, Boxing does have a big working class audience with people earning between £27,000 - £29,999 at nearly three times the average and at a social class of c2. This suggests that Boxing has a wide audience but whatever the social class and how much money they earn, Boxing itself aims at a male audience.

                                           

http://books.google.co.uk/books?id=thzsXprMf9gC&pg=PA223&dq=boxing+uk+audience&hl=en#v=onepage&q=boxing%20uk%20audience&f=false

             

Base: 1,589 internet users aged 16+ all who have listen to live sports in the past 12 months
including live at the event and on TV, radio, internet ** small sub-sample (75-100) Source: GMI/ Mintel

Linking the report to the tables above will help you understand that throughout the 70's, 80's, 90's and back in 2008 - the present time, shows that the main target audience for sport, but in case Boxing, that the audience tends to be more male that female.

• Due to limited availability, the cost of tickets for some of the more popular sports events is quite high and this has the effect of excluding certain sectors of society from being able to go to watch many forms of live sport, since they are un able to afford them.
• The result is that sports which were once considered the reserve of the working man, such as football and, to a degree, rugby union which are now watched by an affluent audience, drawn predominantly from the AB and C1 socio-economic groups.

(Source: Mintel: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&

/display/id=545505/display/id=576086#hit1)

Your client's

ad at the boxing ring

Reach an audience of young males advertising ringside

By Diego Vasquez

April 5, 2010

Advertisers are always eager to connect with young men, and there's

perhaps no more reliable place to find them at boxing matches, where

more than three quarters of the audience is male and young.

Sponsorships at boxing matches are open to advertisers of any level,

from those with deep pockets to those with tight budgets.

Bouts can be small, local events or huge world championship fights that 

are seen by thousands on site and millions more through pay-per-view.

While boxing matches lack opportunity to sponsor crazy stunts like

you find at a minor league baseball game, the branding opportunities

are endless. Advertisers can place their logos on anything from the ring

to the ropes to the boxers themselves.

To find out how to get your client at a boxing match, read on.

Base: 1,589 internet users aged 16+ all who have listen to live sports in the past 12 months

including live at the event and on TV, radio, internet ** small sub-sample (75-100)
Source: GMI/ Mintel

                                   

The report above by Diego Vasquez back in 2010 shows evidence that Males are the main target for promoters. Follow the link to read more about the target audience and the benefits of being a sponsor at a Boxing event.


http://www.medialifemagazine.com/artman2/publish/Out_of_Home_19/Your_client_s_ad_at_the_boxing_ring.asp

The ARC Show London

Fair for commercial lighting.

The ARC Show is where the lighting industry gather to source products, find new suppliers, keep up to date with the latest product launches and lighting ideas and catch up with contracts within the industry. Anyone involved in the purchasing, designing or developing of lighting products in an architectural, retail or commercial capacity should visit the fair.

These tables show the types of people that would attend exhibition shows like The ARC Show. They show that mainly adults between the ages of 25 - 44  would attend who are on a comfortable salary who have also been in further education, though there is a big interest of 45 - 54 year old's interested as this would be the age of people who have been in further education with a degree and are now in a business management job as the salaries shown below are between £23.000 and £49.999 which you don't really earn being and the bottom of a business and most work 30 hours or more a week. 65+ followed by 15 -24 year old's are the people who are least likely to attend an exhibition like The ARC Show.

"As with many aspects of events management, the breadth and range of types of special event make it hard to generalize about how to market events, when those events are intended to fulfill very different objectives and may be targeted at very different markets. The key to how an event will be marketed is the target market itself - knowing what kind of people will attend, where they live and how can they be influenced to attend. Marketing is not simply pushing out a few posters and hoping for the best. We need to know as much as possible about the target market, and be able to split it into convenient segments in order to best understand what techniques would make them aware of the event and attract them to it, as well as considering issues of differential pricing for the different income, and limited time. This being the case, events compete for the public's attention, money and time, against all kinds of other activities and attractions, from eating out to engaging in sports and hobbies."

                                      Shone, A and Parry, B

On The ARC Shows website you can also access a visitors profile which gives you the ins and outs of the types of people who you can expect to attend and just how much money people are going to spend. These graphs will give the answers people need:

Visitor Profile Primary Company Activity Primary Job Function Product Interest Market Sectors Purchasing Authority For more information... http://www.thearcshow.com/visitor-profile

The Arc Shows Advertisement

The Arc Shows website has many options to choose from and as you see in the top right corner of the site they have their banner, which is always the same and I think the reason for this is, if they chose different colours people would become unfamiliar with their logo. It's a very bright web page, which I think represents it being a light show, with different colours, pictures and many options to choose from.

This is how The ARC Show's new website looks as over the last couple of months they announced that Design PRIMA will run along side them at the event.

The Arc Show has a Facebook page and does use it well by showing plenty of photos and adding them on a regular basis but they only have 488 likes and does link their page with any other social site i.e. Twitter. As for their Twitter page they promote on this all the time with a few posts everyday and again they have their same bright colour scheme on here with the same features as their banner but only have a fan base of 1,125. This says to me that they do not rely to much on the social media side of thing's.

This video is from The ARC Show at Earls Court in London back in 2010. As the man at the beginning of the video say "we've seen interior designers, manufacturers and lighting designers" and such, so this is evidence that at the show, the businesses attending know who their target audience and here it shows that they are business people attending to see the latest products to put in their shop or office, though you will get public to have a look around but most of the public that go will be wealthy enough to buy such products. Though a lot of people who attend will also be there for networking and to try and promote their business.

This is the arc shows main banner which has been used in business magazines such as on office magazines and bd magazine. This banner will also feature on any business website that is connected with The Arc Show. Also at the beginning of the video above the banner was shown in its colours.

Frank Warren Promotions Advertisement

Frank Warren Promotions will use an interview between the two fighters on the top of their homepage and let the fighters spit their hate of each other to get the fans excited and feel they are involved in the fight as they've listened to a personal argument between them. They will attend live interviews together and have them argue in in front of press and the public. The website seems to incise people to interact with the company by giving full details about the fighters they promote.

Frank Warren Promotions has 5,283 fans on Facebook and growing each day, they comment at least a few times a day but not everyday, usually at least 5 times a week. This also links in with their twitter page which is called @frankwarren_tv has 12,275 followers and tweet everyday promoting each fight they do. This shows me that their main advertisement is by t.v promotions. They are promoting this fight through Box Nation as they are the t.v provider and without this no-one could see the fight on t.v.


Warren seems a bit more committed to social media compared to The ARC Show as I believe they are aiming at a wider audience than The ARC Show, suggesting that The Arc Show is aiming at more of a specific group and aiming at people with a professional job or background with a lighting business. I believe Warren relies on media coverage as part of their promotion tactics as people now link heated press interviews with Boxing as history shows. 
The ARC Show will put out videos as mentioned above but not to the same level as Warren. The Arc shows website is very easy to move around and most information that people would want to know about is available, though there is one thing that I thought was odd which is you can't access the floor plan, to do this you have to contact people from the company, this happens on a couple of their posts. Warren has a lot of media attention on their website whereas the ARC has people in the industry talking about their event to help spread their good work and the name. There are plenty of picture sand videos from previous events which has some good info on what to expect, which includes a conference programme. 
As for Warren, their website is a different layout they have TV style adverts that are shown at the top of their homepage. Warrens goes more in depth with showing the fighters and showing up coming events to help advertise and get the audience involved. They link the website with Box Nation. It's an informative site with up coming events, which you can access detailed information on.
They both advertise the fact they they both use social media, which gives you the option to follow them on Twitter on like their Facebook page where you can access recent events that are happening and catch up on past stories just in case you miss anything.

As regarding getting any contact back from each company, well, I had nothing at all back from warren regarding any questions I sent them and the same with The ARC Show, I had no response. Though The ARC Show did send me a ticket to the event, which was appreciated, would of been an absolute touch to get one from Warren but lets be honest, that's not going to happen now is it. I did get a lot of Google alerts from both, more so from Frank Warren Promotions, but they were no relation to my questions just about events that were taking place at the show itself.





This is a classic way to promote boxing. Promoters have been doing press conferences with both fighters since boxing began. A boxing match wouldn't be the same to me if this didn't happen. It happens in all sports and they do this to build anticipation for the match which to me is a good start to any sporting event. Also Frank Warren Promotions here shows their understanding of the marketing plan where they will use a quick advert in a magazine or posters around by getting the attention of the target market then they keep the interest by showing the other fights that will be happening at the same event that night then they have the fans desire with heated press interviews such as this one then the action which they will advertise their ticket sales on the web, box office and their tv ad, As Box nation is owned by Frank Warren Promotions.

Frank Warren Promotions has recently added and branded the fight as Lionheart vs Braveheart as George Groves (Lionheart) is English and Kenny Anderson (Breaveheart) is Scottish, this helps gain support from people from that country, a popular advertising tactic that helps capture the target market as most boxers are given fight names as it makes them sound like warriors which helps build tension for a great match up. This features at the top of the websites homepage as the closer to the fight we get the more they seem to show as other fights that they promote have now passed.

Box Nation advertising the up coming events

Here is a classic example of boxing advertising. Watch all the way through and here what the commentator is saying at the end. This is Derek Chisora, which is another fighter who Frank Warren Promotions promotes.

Though this is bad press and is not a good look from a promotional point of view or as advertising, at the end of the day it's still advertising, and in the boxing world this is what gets peoples attention for a future fight as these types of events get big media attention. These situations could be prevented and calmed down with security and police but as far as boxing goes, people sit back for a minute and let the fighters do such things for this reason.

Groves vs Anderson fight will be advertised and talked about in all the main boxing magazines, such as Ring Magazine and Boxing News.

Interest in live sport is strongly driven by TV and other media coverage. TV coverage has increased by 30% in the past five years, with strong growth in football, golf, tennis and rugby, smong the major sports. The shift in TV coverage of sport away from terrestrial and towards satelite and cable channels has also contiued. In 2010 they broadcast 94% of all sport on TV compared to 91% in 2009.

(Source: Mintel, http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=545505)