At exactly 3.00pm on 7th November 2017, 24 horses will rocket out of the starting gate in Australia’s world-renowned event at Flemington Racecourse. As excited punters clutch their betting tickets in the hope of winning $6,200,000, business owners will also be looking at opportunities to maximise their sales during the most famous event in Australia’s racing calendar.
Commercial industries such as fashion and retail, tourism and travel, venue and event package providers will all be offering their best deals to beat the competition. But it’s the Melbourne Cup that takes centre stage over all other businesses and events, thanks to its huge team of event managers, planners and administrators who work tirelessly many months in advance to make it all happen.
The Cup’s dedicated team of experts ensure everything is impeccably organised down to the tiniest detail and publicised at every opportunity to create a buzz and draw visitors into buying tickets leading up to the big day. The power of this level of event management is often underestimated, with organisers losing out on critical sales because they haven’t considered a full campaign to effectively promote their event.
A well-thought-out plan should start at the hands of an event manager who can forecast what needs to happen and when. It’s critical to raise awareness, gain interest and grow communication with the target audience in the days, weeks and months building up to an event. Depending on its size, an event should be promoted at least 2 months before the day.
A complete PR strategy will include ongoing tailored website content, marketing campaigns, press releases and social media engagement over an extended period of time. A Facebook event also allows planners to keep track of RSVPs to monitor attendance rates and carry out further campaigns to increase numbers where necessary. Maximising coverage and spreading the word online is the only way to guarantee a high volume of guests and ensure the event is marketed as the only place to be that day.
With the eagerly anticipated ‘race that stops a nation’ commencing in just over a week, the Cue Media team would like to say good luck to everyone hoping to be a lucky winner. On your marks, set, go!