A harbor-side festival finds ways to draw in new visitors by speaking their language.
(Boonton, NJ, May 26, 2011) — The spending power of tweens, teens and young adults reaches into the billions and should not be overlooked when creating and marketing events.
Sales of tickets, food, beverages and retail items, a more vibrant crowd at downtown events, and the potential to create a loyal annual event attendee for years to come, make this audience worth a special marketing effort.
In the May issue of Downtown Promotion Reporter Ted Baroody of Norfolk Festevents explains how he draws in a younger audience to a multi-day harbor-side event. One of Baroody\'s secrets is to use different marketing media to reach different age groups and then to tailor the marketing message.
For example, when Baroody is advertising on a radio station with a contemporary adult format the focus is on the tall ships and the ad features phrases like, "the parade of sails," and uses words like "majestic, world\'s largest, beautiful and 35-year-old great tradition."
"On a harder-edge new rock station, talking about those same ships, it\'s going to be about, \'come visit our pirate\'s den, become a pirate for a day.\' These are the same boats, and the same characters that are involved, but the message is a little different," he says.
Details on using social media and creating special activities to attract tweens, teens and young adults, also appears in the May issue of Downtown Promotion Reporter.
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