...customers come to you!

A marketer's dream!

Well they did last night. We were with a couple of thousand others at the Jazz Festival where Jools Holland and his Rhythm and Blues Orchestra were joined with his friends Gregory Porter, Mark Almond and Ruby Turner. It was buzzing.

Cheltenham Festivals is a business that punches way above its weight. It has essentially four products, the four festivals - Jazz, Music, Science and the world renowned Literature Festival. Top national and international performers, authors, scientists and stars are attracted to and are seen in Cheltenham. In creatively developing a festival, the management team are supported by top quality guest directors.

But what of the other tools in a marketer's toolbox?

Place: Imaginatively, many shows this year are being held in 'The Big Top' which is cavernous affording great views of the acts. When you walk in there is already a sense of fun, a sense of the unknown creating a unique atmosphere.

Promotion: Cheltenham Festivals have thousands of members whom they keep in close contact with. We are members and were guests at the launch of the Jazz Festival. Colourful, informative brochures guide the reader to choose shows. Sponsors are attracted to showcase their name.

Price: Prices vary depending on the shows but are very reasonable for acts at such a high standard. Some performances are free to attract new audiences. Discounts are available to members.

So what can we learn from the 4Ps of marketing deployed at Cheltenham Festivals - invest in your product, make it all that it can be; ensure that your distribution channels allow maximum access; develop a promotional mix with messages honed to your different target audiences; find a price point that supports your offering; be brave and offer free samples.

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