Friday, 16 July 2010

Make sure your audience knows What's on

Having worked with the Brighton Festival Fringe for over five years and now at the beginning of a new relationship with a venue owner, I decided it was time to put together a simple (by simple I mean a single page) document 'A Frank! guide to getting your What's On to work'. It was an interesting exercise just to think around why some guides work seamlessly and other don't. It isn't rocket science ... but it is a case of thinking logically through the customer journey. Thinking about their needs and understanding that people start their 'journey' from different places.
You are most welcome to e-mail me ( and I'll send you the guide but in summary..
- understand the readers' agenda. What is most important to them? The event itself? The venue? the date?
- ensure that no matter where the readers' journey starts the other information they need to book/attend an event is clearly and logically shown
- ensure that the guide motivates and enthuses the reader about the event
- ensure that the guide is designed with pick up appeal, and fits with your brand look/feel and tone of voice.
- make sure that the booking information (if relevant) is repeated regularly, and that the booking process is as straightforward as possible.

Do get in touch if you think we can help you with your What's on.

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