Busy November 2

Advertising

The Sydney Convention and Exhibition Centre, Parkside Auditorium was a huge venue. It has 986 seats and we could install a few extra seats as well. However, our expected number of audiences was more than 2,000 because we have decided to have 2 performances (1pm and 5pm) in a day. Considering the expenses of inviting the Taekwondo performance team from Korean, including their (about 20 people) flights, accommodations and meals, just one performance was obviously not enough. It is good to have 2 performances in a day to increase the chance of exposing the World best Taekwondo performance to more audiences, but on the other hands, there was more pressure to attract more audiences to come to the show.

We could have advertise the performance through TV or radio commercials, but the cost of using these medium were too much expensive as you know. In addition, we did not have a sufficient budget to advertise the show even through any printed materials, such as newspapers or magazines because. Therefore, the marketing angle we choose to attract viewers was to target the people who had the most potential to come to the performance. We concluded that those who have been learnt Taekwondo (there are more than 100 Taekwondo clubs in Sydney) or who were interested in Korean Culture might be very interested in watching the Taekwondo performance. We had contacted the Taekwondo associations in Australia to get assistance to advertise the performance to the club members in Australia. Also, we provided Korean Cultural Office members with some priorities, such as an early booking period and the increased maximum number of ticket booking allowance, which was 4 tickets per person rather than 2 tickets per person for non-members.

Our strategy worked well, so that the tickets were sold out 5 days prior to the performance. I think it was successful advertising and marketing plan we conducted with the situations we had.