Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
20069928
04-12-2015
0 | Page
Mona Kastrup
20069928
04-12-2015
Agenda
Bellahj Krmmermarked.......................................................................................................... 2
Overview and background.......................................................................................................... 2
Target audience........................................................................................................................ 3
Product and services.................................................................................................................. 3
Services conducted by the organization....................................................................................... 4
Stalls.................................................................................................................................. 4
Sources of funding and finance..................................................................................................... 4
Integrated promotional methods................................................................................................... 5
Current use of advertising........................................................................................................ 5
Traditional advertising........................................................................................................ 5
Sales Promotion................................................................................................................. 5
Suggestion to new promotional tools.......................................................................................... 6
New target audience............................................................................................................ 6
Social network marketing..................................................................................................... 6
Contemporary Promotional Media.......................................................................................... 6
References.......................................................................................................................... 8
1 | Page
Mona Kastrup
20069928
04-12-2015
Bellahj Krmmermarked
This paper will provide you the knowledge of a Danish local event called Bellahj Krmmermarked. I
have myself been a part of the event for 10 years and it is important to mention that most of the
information used in this paper is from own experience from participating as a volunteer in the event.
2 | Page
Mona Kastrup
20069928
04-12-2015
It cost money to enter the market, the market ticket for one day is 2.60 and if you buy a ticket valid for
everyday, it would only cost you 3.30. All the profit goes to Brnehjlpsdagen, so the main purpose
of the event is to yield a profit for charity.
Target audience
Choosing the right target audience for an event you will need to combine different factors to be sure to
reach to the right target audience. The traditional methods is usually used in event marketing context
where the primarily focus is on gender, age and geographic segmentation. When looking at Bellahj
Krmmermarkeds way to promote the event, it is obvious that they are mainly targeting families in the
local area. They only promote through the local newspaper and through posters in the local area.
To do a more effective analysis of the target audience it is evident to combine the traditional methods
with contemporary segmentation techniques. This include the behavior of the target audience.
The focus in the promotion of the event is primarily on the hedonic needs, I would say for that reason
that they are more likely to communicate to families. An important cultural value in Denmark is being
together and experience things as a family. When using emotional promotion tools they try to reach this
specific need, and thereby attract families to the market.
At the market, there is a specific Childrens area, where the organizations staff and volunteers are
ready to welcome the kids. The children are able to get a free balloon, participate in fun competitions
and design their own badges.
There are also activity for the older audience, in form of three different music tents. In each tent, there
will be a variety of themes for example in 2015 there were an Irish music tent and an Old Danish music
tent.
3 | Page
Mona Kastrup
20069928
04-12-2015
The next section will be looking at the products and services provided in the event. There are many
different products and services sold at the market. To make a structural overview of the different
services and products it would be appropriate to divide them into two sections. The first part is the
services and products conducted by the organization itself that includes the volunteers and the partners,
and then the other part that includes all the different stalls.
Stalls
There is a variety of different stalls with a high range of products for all ages. The stalls differs from
every year; however, the company that attend the market is most likely to go the year after. Most of the
stalls sells second-hand products, but you are also likely to find shops with new product to low prices.
The stalls profit do not go directly to charity.
4 | Page
Mona Kastrup
20069928
04-12-2015
As mention earlier the stall prices differs from 40 to 380. The objective for a company or private
households that choose to rent a stall is mainly to increase sale or awareness of the company. The profit
that the stalls are going to have after the 4 days will be their own benefits and not going directly to
charity.
Nevertheless, the revenue from the partners and the event in general will all go to cover the cost of
renting the area, promoting the event and then the last profit will go to the charity, and thereby a good
cause.
5 | Page
Mona Kastrup
20069928
04-12-2015
The event usually have a big poster in front of the camping area in the weeks up to the event, to remind
people of the date of the event. The same poster is seen different places throughout the local area. The
only thing being visualized on the poster is the organizations logo and the date of the event.
Sales Promotion
Sales promotion is a tool primarily used to boost sale. At this event, they use consumer schemes. With
consumer schemes means that there primarily focus on the consumers and they hope to increase sale by
offering the consumers discount. This practice is seen in the event by offering 2 days free if buying a
full pass to the event. If you choose to buy a ticket for the whole event the price will be cheaper than if
you buy separately tickets every day.
6 | Page
Mona Kastrup
20069928
04-12-2015
consumers through the Social Medias. For example by having, competitions on Facebook that get the consumers
to share the event with others.
7 | Page
Mona Kastrup
20069928
04-12-2015
References
Blazejowski, S. E. (5. May 2015). Festlig forrsmarked for hele familien. Hentet fra
Brnehjlpdagen: https://bhd.dk/nyheder/730-kraemmermarked-pa-bellahoj
Brnehjlpsdagen. (5. 8 2014). Krmmermarked. Hentet fra Brnehjlpsdagen:
http://economictimes.indiatimes.com/definition/sales-promotion
Brnehjlpsdagens Krmmermarked i Bellahj, Kbh.NV. (2015, May 1). Retrieved from
Markedskalenderen:
http://markedskalenderen.dk/marked/show/bornehjaelpsdagens-kraemmermarkedi-bellahoj-kbhnv
Fehrnstrom, M., & Rich, D. M. (2009). Using Events to Drive an Integrated Marketing
Model. I N. W. University, Journal of Integrated Marketing Communications (s. 37).
Northern Western University: MEDILL.
Sam Ashe-Edmunds, D. M. (1. 12 2015). Traditional Marketing Communication Tools.
Hentet fra Chron.com: http://smallbusiness.chron.com/traditional-marketingcommunication-tools-61325.html
Shone, A., & Parry, B. (2004). Successful Event Management - A practical handbook (3
udg.). SOUTH-WESTERN,: a division of Cengage Learning, inc.
Times, T. E. (2. 11 2015). Definition of 'Sales Promotion'. Hentet fra The Economic Times:
http://economictimes.indiatimes.com/definition/sales-promotion
8 | Page