And the winner is....

Kennel Club has announced that “almost 22,000 dogs across 187 breeds were entered into this year’s Best in Show Competition” making the Crufts 2010 dog Exhibition a success for another year.

• Gundog group: Hungarian Vizsla,
Owner: MRS N & MRS K CRAGGS & ARMSTRONG

• Hound Group: Pharaoh Hound,
Owner: MISS J HALL

• Pastoral Group: Welsh Corgi (Cardigan),
Owner: MISS S E TAYLOR

• Terrier Group: Scottish Terrier,
Owner: Miss V POPOVA

• Toy Group: Maltese,
Owner: MISS S & MRS R JACKSON

• Utility Group: Akita,
Owner: MR M & MS J BOSTOCK, ARMSTRONG & KOVRIGUINA

• Working Group: Rottweiler,
Owner: MRS M & MR C MONK & DRABBLE

Best in Show: Hungarian Vizsla
Owner: MRS N & MRS K CRAGGS & ARMSTRONG


Reserve Best In Show: Scottish Terrier
Owner: Miss V POPOVA

Photos of Crufts 2010

]









Here are some photo's of Crufts 2010 exhibition:

Samples of Press Releases

http://www.crufts.org.uk/news/healthy-entries-dfs-crufts-2010


The first press release that I have found that I thought was very interesting was a press release from the actually Crufts official website which was written by the Crufts official press team.

I think this article is aimed at exhibitors who will be attending the event and potential customers who are looking into buying a specific breed of dog. Also it is aimed at specific dog breeders with problems that might occur to a specific breed of dog.

This specific article has created a negative and positive image towards readers. The main objectives of this article are to creative awareness to readers that native vulnerable breeds are at a risk of extinction because their registration numbers are low such as the Irish Red and White Setter and the Water Spaniel.
Also this press release is informing readers that there has been a significant drop within the gamekeeper’s dog breed class for 2010. With a 17% drop since 2009. This is due to the change of law that dog’s with legally docked tails are not allowed to compete and be shown at events where the public pay an entry fee. All these dogs are from the working class for which tail docking is legal but now face restrictions on entering Crufts.

The positive feedback that the article promotes to readers and dog owners are that Crufts are trying their hardest to encourage responsible breeders about what Crufts is really about. The Crufts article is also advertising to readers who might be potential puppy buyers to gain the opportunity of attending Crufts to learn more about dogs in a fun and interesting way through the Discover a Dog section where they can meet all different dogs and their owners before they purchase the right puppy.

Lastly another positive objective from the article that Crufts are trying to promote is the additional money donated by exhibitors entering the event, which will go to a good cause (the Kennel Club Charitable Trust) which funds research into dog diseases and supports the work of dog welfare charities.

http://www.telegraph.co.uk/health/petshealth/7440512/Crufts-seven-dogs-battle-for-top-prize.html


The second article that I found was published at 8.24am on the final day of Crufts on the 14th March 2010 by the Daily Telegraph. The Daily Telegraph is a daily broadsheet paper which is distributed throughout the U.K and internationally.

I found this article through Telegraph- epaper which are article’s by the Telegraph which have then been transferred onto the internet for internet visitors to read.
I think this article is advertised to anyone that reads the Telegraph paper but is main key target audience is the older generation of 65+. Also the article could be aimed at exhibitors who are attending the Crufts exhibition. Also dog lovers and potential customers for next year’s Crufts to advise them on what issues exhibitors might come face to face with next year.

This article promotes a negative review to the readers as the journalist objectives are to create a negative aspect on the Crufts Exhibition talking about how major big sponsorships and a well known television channel have pulled out in past years due to related Crufts issues in the past.

The first part of the article discusses how More4 have taken over the slot from BBC who were the main advertises for Crufts since 1966 and announced they were dropping its coverage in 2008. This was due to the BBC making a documentary claiming that Crufts allowed damaging breeding practices which caused deformities and disease in dogs.

Also this article informs readers about how the biggest animal charity in the U.K (RSPCA) withdrew it’s support in 2008 because of welfare concerns.

As well as promoting a negative aspect to the reader the journalist is also trying to create a positive aspect as well to inform readers that the Kennel Club is trying their hardest to improve and tackle inbreeding in pedigrees, puppy farming and other welfare issues by teaming up with a charity called Dogs Trust.

Lastly the article is also advising readers of where to find coverage of the Crufts Exhibition 2010 through coverage on More4 and online on the Crufts official website.

Comparison between the two articles

Crufts Official Article

• Paper from which the article was found: Crufts official online article
• Pictures: None
• Heading: “Healthy entries to DFS Crufts 2010”
• Text: Formal
• Sentence: 49 Words: Long and promoted
• Paragraph: 10 Paragraphs with 49-103 Words

Facts

As for facts it wasn’t possible to gain any information on readership, age group etc as Crufts have made their press releases all confidential, so no facts could be obtained.

The Telegraph Article

• Paper from which the article was found: The Telegraph e-paper
• Pictures: 1 picture at very top of article
• Heading: “Crufts: seven dogs battle for top prize”
• Text: Formal
• Sentence: 23 Words: short and to the point
• Paragraph: 11 paragraphs with 23- 33 words

Facts

• Readership: Men ( 1,010) Women (8,88)
• Age Group: 65+
• Social Class: ABC1C2 Adults
• Region: London
• Newspaper cost: Monday to Friday: £ 1.00 and Saturday: £1.60
• Link: http://www.nmauk.co.uk/nma/do/live/factsAndFigures?newspaperID=11

So in conclusion after finding out a few facts it shows that both exhibitions have press releases whether negative or positive about the event. I do believe that both articles are aimed for the ABC classed audiences especially the older generation and readers who are keen on dogs and the competition of Crufts.

Both articles do have positive and negative coverage on each article but the Telegraph seems to advertise the issues more that Crufts have suffered and gone through in the past years. I believe that the structure of the articles are written in formal manner as the press releases are aimed at the older, mature target audience who may have a keen interest in the Crufts Exhibition.

Press Releases

A press release can also be known as a new release, media release or a press statement. It can be a recorded or written communication which is focussed at members of the mass media for the purpose of announcing something which has news value.

Press releases can be emailed, faxed or mailed to editors at newspapers, magazines, television and radio stations or television networks.

The Press Office and Public Affairs Team for Crufts and The Kennel Club are:

• Sara Wilde- External Affairs and PR Manager who is responsible for managing the day-to day running of the public relations side of the press office and maintaining good relationships with the media.


• Heidi Ancell- Senior Press Officer who is responsible for issuing press releases, handling media enquires and running the Kennel Club’s public relations campaigns.
  
• James Smith- Public Relations Officer responsible for handling media enquiries and promoting the Kennel Club and its services.
  
• Emily Jeffrey- Senior Public Affairs Officer who leads the Kennel Club’s lobbying campaigns and is responsible for maintaining and developing good relationships with politicians and civil servants.
  
• Laura Vallance- Senior Public Affairs Officer who does the same job role as Emily Jeffrey.
  
• Victoria Brown- External Affairs Officer who supports the press office in its work and issuing press releases and the public affairs department in its lobbying campaigns.


• James Skinner- Personal Assistant to the Kennel Club Secretary.

The Press Office and Public Affairs Team for Babyshambles are:

• Matt Bates- Agent


• Ynika Bates- Agent Assistant


• Jemma Scott-Administrator


• Kerri Williams-Accountant


• Elaine Wong-Accountants Assistant


• Hannes Theron-Accounts Assistant


• Jodie Coyne-Accountants Assistant


• Peter Maloney- Finance Director


• George Bowden-Receptionist


• Lisa Briggs- Receptionist

Public Relations

Public relations are the practice of controlling communication between an organisation and its community. Public relations helps an organisation or individual to improve their reputation with their publics of what that organisation do, what that organisation says and what do others say about that organisation.

Public Relations are more believable and convincible than advertising and is a lot less cheaper, an event provides a vast amount of multi-publics.



Public relations are stakeholders who can be individuals, organisation or groups of people who can be affected by the organisation’s actions. Common activities of public relations include:

• Speaking at conferences
• Working with the media
• Crisis communications
• Media engagement
• Employee communication
  

All these activities are not tangible which makes it different from advertising.

Here are what my two event’s publics are to make them two events successful within the community:

• Local Community
• Pressure Groups
• Employees
• Management
• Suppliers and Distributors
• Customers and Potential customers
• All types of media e.g. Television, Newspapers
• Government and Local council’s
• Shareholders
• Banks and Financial institutions
  

From the list above the message that my two chosen events want to get across is to set the two separate event’s objectives out to the public’s to promote the Crufts Exhibition and The Babyshambles Tour 2009/10. To create awareness and develop knowledge, overcome any misunderstanding of the two events, inform stakeholders on what’s on offer to them and how they will benefit for example the local community, If Babyshambles plays at a certain venue for their tour it might have a benefit to that local community’s town or city and it might increase the reputation for the locals.

Lastly to keep all public’s assessed on the nature of the event for example the local people who live around the NEC and venues which Babyshambles have performed at.

The first magazine advertisement that I found for the Babyshambles tour 2009/10 was in a magazine called NME Magazine. This magazine is known to be a popular music magazine in the U.K since being published weekly since March 1952. The magazine has become the best-selling British music magazine which I think is ideal for Babyshambles to promote their tour in if it is a popular magazine with music readers and fans.

The issue which I found the advertisement of the tour in was in Issue 48, Page 47, November 2009 which can be found in the middle of the magazine in the first section of the gigs pages, Normally if a certain band is advertised on the first page of the gig section it usually means that they are a big known band which readers would normally like to see which Babyshambles do represent being put on the front page of the gig listing.

The advertisement of the tour is very small and only covers a small section of an A4 page, here readers can see straight away that it’s Babyshambles as the band’s name is in a bold white text with a black background making it stand out to the readers. Also there is a picture of the band on the left hand side to represent that it’s Babyshambles.

On the advert there is a list of options of where readers and fans can chose to see the band as the text contains dates, venues and a telephone number of different venues for viewers to ring up to book tickets or to find more information.

Lastly at the bottom of the advert is a link to Babyshambles MySpace and official website page for fans to find out more information about the tour.

The second magazine promotion that I got for the Babyshambles tour 2009/10 from the same magazine issue but on a different page being on page 7 was an interview with Pete Doherty, Here Pete Doherty was being interviewed and questioned about his new tour. Quoting “ This Tour is what the doctor ordered” meaning anticipated and demanding fans are waiting to hear and see the new material from Babyshambles and Babyshambles are looking forward to touring and advertising their new material.

As well as the interview with Pete Doherty, NME seem quite excited and interested on supporting and helping promote the Babyshambles 2009/10 tour advertising to readers that Babyshambles are ready to kick off their new tour since two years ago with new material and also advertising Babyshambles third new album as well.

This is a good example of positive public relations publicity as the NME magazine are helping and promoting Babyshambles to the general public and other public relations that they are ready to kick off their new tour in a positive and bigger way to the general public and that the band are a well worth band to see within the live events industry in the U.K and well worth the money.

Lastly the third promotion that I found was from the same magazine (NME) but was from a different issue being: Issue 49, Page 52, December 2009, it is the very same promotion with the same layout and format as the first promotion that I found but instead it covers half an A4 page and can be found in the up and coming gig section but in the middle this time.





Also the NME Radio and the XFM radio station logo’s are on one of each side of the pages at the bottom, this is an extra way of promotion for the two sponsorships to advertise their organisations buy advertising on the Babyshambles advertisements so readers can notice and hopefully then go and listen to the two radio stations.




So in conclusion it seems that both of my chosen events have got partnerships and deals with specific magazines that cater for the two event’s specific target audience’s such as Dogs Weekly caters for Dog lovers which the Crufts exhibition fits in well as it’s a dog show and NME concentrates on British music and Rock music which Babyshambles falls into that music genre category.

Magazine article

I was looking through specific special dog magazines in WHSmiths in the magazine section when I came across an advert for the Crufts exhibition 2010.

I could only find one Crufts advert in one specific magazine which was in Dogs Monthly (Issue No 1, Page 2 ,January 2010) but not in any other dog or pet magazines, which I thought was rather strange but after doing my research I found out that Crufts might have only had a promotional advertisement contract with one magazine which is Dogs Monthly and from looking quoted at the Dog Monthly official website “The number One read for dog lovers today” it is shown that this is the top magazine in the U.K for dog owners to read, So Crufts have advertised in this certain magazines because they know it’s a popular magazine with the general public and is a great method of advertising their event.

The advert was found on the very first page of opening up the magazine, the advert covers a whole page of A4 paper and provides readers straight away in bold bright text of information of when the Crufts exhibition is taking place and what certain days certain breeds of dogs will be performing.

Also on the advertisement are the same pictures which were used on the Crufts official website and direct mail of the dog who won “Best in show in 2009” this picture represent to readers what Crufts is all about “finding the dog of the year and best in show”. Also there are pictures of dogs taking part in other competitions such as agility and there is a large picture of a happy family. I think Crufts is trying to represent to readers that this exhibition is suitable for families of all ages.

In the top right hand corner notifying readers is the DFS logo who are the main sponsorship organisation for Crufts 2010 and the name of the exhibition underneath in bold to inform readers what the event is that is being advertises in the magazine.

Finally at the very bottom of the page the advertisement is reminding readers of the final closing dates to book tickets by post and online with a link to the official webpage. In the very right hand corner are social network organisations which Crufts has partnerships with for which readers can find more information about the event. Also the Kennel Club logo is represented in the very right corner, this symbolises to readers that this is an official event which is being held which is recognised by the Kennel Club making it authorised and approved of.

I have found out prices for organisations to advertise their products or services in the Dogs Monthly magazine:

Dogs Monthly magazine works alongside ABM Publishing LTD who is a leading magazine in the U.K for over 24 years.

ABM Publishing has quoted to organisations “Advertising with us will provide you with instant exposure to a global community of dedicated readers and a print run of 15,000 copies.”

Advertising Rates:

• Double page spread £2000
• Full Page £1000
• Half Page£600
• Quarter Page £350
• Eighth Page£180
• Sixteenth Page£95
• Covers [subject to availability] £1100
• Inserts from £45 per thousand [single sheet]
  

For information on special offers, preferred positions, inside cover prices, mono adverts rates, prepaid discounts and copy deadlines, organisations will need to ring up the magazine publishing company.

All prices + VAT at 17.5% and all advertising must be prepaid

Dogs Monthly magazine do not charge for artwork and design

I think Crufts have targeted the appropriate magazine for advertising their event as many people that are interested in dogs or own a dog will most likely read this magazine for tips on looking after a dog, information on up and coming dog events and shows which I think Crufts fits right into that category.

Email marketing

Email marketing is a very popular way of promotion for organisations to promote their organisation or event and is a quick and easy service to reach a potential customer either through sending spam or sending updates and newsletter after a customer has registered for e newsletters.

I have found out that Crufts provides customers with e newsletters but before receiving e newsletters from Crufts, visitors have to sign up and register with the Kennel Club through any easy step by step form to fill out online which visitors have to chose which type of news you would like to receive such as news from the Kennel Club or updates for the Crufts exhibition.

The email marketing that I received from Crufts on the 04/03/2010 at 23:44pm was an email which welcomed me and thanked me for signing up to the Kennel Club for latest news updates providing me with a direct link to the Kennel Club.

This email clearly clears shows to the visitors that they are now signed up and do not need to worry about missing out on updated news on Crufts and the Kennel Club. Also a direct link is provided for me and other guests to be able to log in straight away to find more exclusive news and information instead of on the official Crufts website.

After logging onto the official Babyshambles MySpace site I found out that Babyshambles offers fans to sign up to their mail list offering the chance for fans to gain the latest news on the band, gigs and to win goodies.

After signing up (08/01/2010) through an easy step by step guide and process of filling in my personal details and entering a valid email address, I was expecting to receive some email marketing from the band straight away of a confirmation email thanking me for joining the mailing list and expect some more email marketing from updates of the band, But I have not received anything since I first signed up. I found this very disappointing especially as I am a Babyshambles fan expecting gig news and updates about the band. Also this looks bad on the band and promoter of the MySpace as they promise fans if they sign up they will receive news etc which is misleading people to sign up and lying to them.

Therefore it is shown that Crufts provides a more active and updated direct marketing approach to remind their customers and fans compared to the band Babyshambles by sending personal direct mail to previous customers and providing a direct link to a special section of exclusive news etc. As well Crufts provides a confirmation email straight away confirming guests that they are now signed up and registered for updates. While after signing up to receive news and gig updates from Babyshambles, guests do not receive anything making it misleading and disappointing for fans.

Direct Marketing

Direct marketing is a type of marketing tool which attempts to send its messages directly to consumers without the use of media such as television and radio. This involves commercial communication for example direct mail and e-mail with businesses and consumers. Also direct marketing focuses on driving a specific “call to action” making sure the direct marketing is measurable and has a positive response from consumers.

Direct mail

Direct mail is the most common source of direct marketing and is also known as junk mail. Organisations send paper mail to all postal customers in an area or to all previous customers that have previously attended an event or similar event before.

The only direct mail that I received out of the two chosen events was one direct mail piece from Crufts which I received on 14/11/2009 which was quite a while back.

The direct mail was personally addressed to me with my home address since this was where my Crufts tickets from past years after attending the exhibition had been delivered to, so I was guessing that I am still on the customer list record for sending out direct mailing from the Crufts organisation to update me for the Crufts exhibition 2010.

The first thing that I noticed before even opening the direct mail was the envelope, It was not just a normal plain white envelope that you normally receive in the post, it was a colourful bright envelope with the same colours which were used on the Crufts website. Also I recognised that the mail was going to be Crufts as the logo and main sponsor was directly bold in the top left corner of the envelope and at the side was a massive picture of the dog who won “Best in Show” last year in 2009. When I turned the envelope over to open it I could see that the Kennel Club logo was on the back promoting the Club and the Exhibition.

As for the direct mail the first thing I came across was the logo and main sponsor again but also which caught my attention was in bold were the dates of the exhibition and where it was taking place and the opening times.

After opening up the mail I found that it was a two sided piece of colourful advertisement of all the information broken down from the official website with the use of lots of pictures of dogs and people from previous events. Also quotations were used such as “We had a fab day out, and we hope you will too!” from past customers experience and the use of different wording of the quotation to entice and attract customers to go again.

I found out that Crufts were personally addressing this to me to get me to attend Crufts again by using the sentence “Hi Miss Tovey, we look forward to seeing you again at DFS Crufts 2010”. This is a great marketing tool for organisations as it is making the customer feel more special and appreciated as they are marketing a certain person using that customer’s personal name to get them to attend the event again.

Last of all I did find that they were using the direct response advertising approach for customers to take a specific action after reading the promotion by providing potential customers with “Visit a website for advance and saving on tickets” or “to find more information out about Crufts or call a phone number to book your tickets in advance and save money”. This approach is to entice the customers in to either look on the internet on their official page for more information or to get the potential customers to buy tickets from the hotline to save money and before they sell out.

Social Networks- Facebook

Crufts have designed an official facebook page for advertising and talking about their event for social networking.

Facebook is very similar twitter as you will find updates and news posted on the wall about Crufts. Also fans can leave comments and postings on the wall to give their opinion on what they think.

As well as a wall there are direct links to photographs and video links on which viewers can look at of previous Crufts shows and also pictures of people’s dogs that have took part in the competitions over the past years.

There is a separate section in the information tab at the top of the group page which clearly provides fans with information about the 2010 Crufts exhibition providing ticket prices, dates of the event, where the event is taking place, different dog breeds which will take part on different days etc.

On the left hand side of the page is a picture of the 2010 Crufts logo representing to fans that this is the official facebook page.

Also on the left hand side is a short summary of Crufts providing key points such as dates of the exhibition for fans and customers to see straight away and a promotional logo for a direct link to the Crufts official webpage for more information and a direct promotional link for buying tickets online.

Lastly on the left hand side shows different people (fans) that have joined the group page which viewers can then click onto their profiles and maybe socialise with as they might have similar interests such as dogs. Also there is a favourite page section which is recommend by other fans which certain fans might be interested in and other links outside of facebook such as YouTube to watch videos.

Babyshambles provides an official facebook page but similar to twitter there is not much updates for fans to see on the group.

The layout of the facebook page is the same as the Crufts one but has fewer details than Crufts. The facebook page provides a mini biography of the band, list of band members in Babyshambles and what instruments they play with a direct link to Babyshambles official webpage.

Also there is a special section for photographs of the band which the band have downloaded and fan photographs which fans have downloaded onto the group page of photographs of pervious gigs.

On the right hand side is the same layout as Crufts with a picture in the top right hand corner of the band representing that this is their official webpage and a short summary of who they are and what record deal they are signed to.

Also it shows the different fans which have joined the group and who are fans of Babyshambles. Also there has been one favourite page which the band has joined which is the Adam Ficek page who is a member of the band who has designed his own facebook page.

So in conclusion I have found out that both organisations provide to fans and visitors an official facebook page for fans to socialise and find updated information about the two events.

Similar to twitter, Crufts updates their fans with more current up to date news than the band Babyshambles being that Babyshambles last updated some news on the 07/02/2010 at 4.28pm while Crufts updated news on the 04/03/2010 at 10.00am making Crufts more reliable.

Finally there are 16,695 fans which have joined the Crufts facebook group compared to 86,115 fans for Babyshambles page making a difference 69,420 more fans for Babyshambles showing that more fans have joined up to facebook for news and updates instead of twitter for Babyshambles and that the band’s fan page is a bigger hit than the Crufts fan page.