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Historic Events Guide

 

Advertising proposal

How would you like to have the marketing power of such organisations as the

National Trust and

English Heritage?

The Historic Events Guide

A paper and web site publication designed by the heritage and re-enactment movement for the heritage and reenactment movement. This is a project which allows event organisers and traders to work co-operatively in generating publicity for our mutual benefit. Imagine 100 different organisations helping you to promote your event! Unlike other "events guide" it is not intended as a front to receive commission from advertisers of other services such as hotels.

How would you like to do this

for no cost?

For every £1 spent on advertising you will get one copy of the event guide which you can sell for £1.50. We even supply a display box (returnable). Of course there is no such thing as a free meal. You have to put some effort into the distribution of your share of the project. Of course you don't need to sell them, just give them away to valued customers if you prefer as part of your marketing effort.

But won't this drive my customers

to my competitors?

As far as event organisers are concerned the main competition for family days out comes from other regional events, not necessarily from historic events. There is very little regional overlap of re-enactment events apart from at the August Bank Holiday, when everyone is at it! The event organiser's main competition comes from other Shows (County Fairs, Air Shows, Sports events, Galas and Fetes), a trip to the seaside/theme park or just a garden barbeque.

My proposal is to improve advertising amongst those who already attend re-enactment events and to reach out to find new visitors. If we co-operate in this venture we can share the advertising power of a much greater unit.

But my event is early in the year

will I get value for my effort?

The"Historic Events Guide". It is not yet a comprehensive list but growing every day.

Two for the price of one

The guide contains dates for two years of events so that it has a shelf life of at least 12 months at any time in the year of distribution. If you give me the dates of your event for next year I will include both in the guide at the cost of a single insert. The "directory of organisers" on the www.historicevents.org web site will have your address, telephone number, email and web site link so that they can check the dates for the following year. The dedicated web site will have all the up to date details of all your events as soon as we are informed.

I have only just learnt about the guide

The printed guide is produced many times during the year so your event will go in the next edition within the month. In the meantime you will have the benefit of your entry on the Web Guide.

The problem

Whilst I've been trading at historic events many of my customers have asked me, "Where/when can we see you next?" or "This is great, are there any more shows like this?" Up to now I've been directing them to the list of my events on my web site: tudortimes.org ,  but how much more useful would a printed list of events be?

I had considered printing a list of the events that I attend and handing it out free of charge. If every other trader and event organiser did this each visitor would have a pocket full of paper. Or there would be lots of litter for organisers to pick up after the event. Wouldn't it be convenient if it came as a handy attractive single booklet easily retained over a long period?

 

The solution

One of the first rules of marketing is target your advertising. Imagine what benefit your event would get from 10,000 booklets in the hands of enthusiasts of Historic Events. This is your direct market. Compare that with an advert in the local free paper which is often thrown away the day it arrives. This booklet will have, on average, an 18 month life span and be shown to friends and relatives of satisfied visitors. We have prolonged the life of the booklet by adding a list of Rulers of the UK and some editorial matter.

 

The guide will be read by not only the purchaser but by their family, friends and associates. Word of mouth is the best and cheapest form of advertising. This event guide will be a handy reminder of the pleasure they had on their day out and a prompt for them to try it again. The satisfied visiting public will bring their friends and relatives next year. Word of Mouth recommendation is a proven growth method for long established events like the Tewkesbury Medieval Festival. This comprehensive list will allow them to find convenient regional events within easy traveling distance.

 

Re-enactors often like to see the re-creation of other historic periods when they are not taking part in one of them. I often ask visitors if they are members of the public or re-enactors. A surprising number are re-enactors visiting from another period or from non participating groups. They will also have a document that they will keep all year round with your advert in it.

 

The booklet will be a comprehensive directory of all major historical re-enactment events in the UK including English (Scottish and Welsh) Heritage and National Trust ( England & Wales and Scotland ). Every event I can get details of will be included as a one line free entry with the date and name of the event. However you can get a more informative insert by buying more space starting at £30.

It will be for sale at a cover price of £1.50 It will be distributed by

1). Online purchases;

2). Myself, from my stall at Historic Events;

3). Each advertiser (organiser or trader/demonstrator) will be given the value of their advertising in booklets. One booklet for every £1 spent. They may sell them or give them away to valued customers.

4). Anyone can buy a quantity of extra booklets at as little as 45p each for resale;

5). I will be supplying them for resale at Museum/Heritage Site shops;

6). I will be contacting tourism officers in each local authority with a view to selling the guide in their shops.

Market Research

We have done some tentative market research amongst members of the public visiting historic events and only 10% said they would not buy a copy because they only come to that one event. The others suggested that they would pay anything from £2 to £8 for such a guide. I am going to set the sale price at £1 to guarantee the maximum take up. Giving them free would result in many being thrown away. During the last year we distributed 4,500 copies of the guide and our target for 2007/08 is 10,000.

Event Organisers, Museums and Heritage Sites

Why should event organisers pay to help other organisers advertise their events?

There are certainly clashes of Historic Events in the calendar but they are hardly ever in the same region. Most families on a day out will travel for up to two hours which means to a regional event. Re-enactors and those with a specialist interest might travel further. Your major competition is more likely to come from the seaside, a County Show , an Air Show or a regional sporting event. Yes, your visitors will find out about other historic events but conversely the visitors at those events will find out about yours. No individual organiser runs more than 10% of all the events that the guide will cover. This is an opportunity to have your event(s) featured at all the others. If organisers co-operate in this project we should channel more income into the historic market at a time when spending on non-essentials is declining.

Format

It is an A5 32+ page format (depending upon advertising and number of events) and easy to slip in the pocket or the car glove compartment for a family day out.

 

It will have full colour on the front page and for display adverts (the first and last pages and subsequent inserts in the new editions as more advertising arrives). The event section in the centre will be printed black on an white paper.

 

Every event will have a free one line entry which will be:

Date, Name of event. e.g.

"17-19 Feb., National Living History Faire"

 

If you buy more space at £30

You will have four line of text to promote your event plus further contact details – venue, web site, email and phone. This is only the minimum. You can buy more.

There is also be a web site dedicated to keeping the information up to date with new events or changes of details, as soon I am informed.

If you purchase an advert in the guide the web page will have links to your own web site and to that of the venue, if different, so that people can get directions to events or contact information.

The format of the (paid) web page will be:

Date(s), Start times e.g. "11am to 5pm"
Event title (Link to organiser's web site)

Venue name (Link to venue web site )
Brief venue directions
Performing group(s)
Brief, pithy description of the event e.g. "fighting knights in shining armour battle it out in a spectacular tourney" or "Superb Classical Greek to WWII multi-period displays with over 20 top groups"
Admission prices (free or whatever)
Link (email)/Reference to Organisers' name

 

There will also be a web page dedicated to a directory of event organisers. The purchaser will be able cross reference from the event to find your contact details in the directory - Name, Address, email, web site.

FULL COLOUR ADVERTISING PAGES

Also there will be full colour advertising at the front and back. The format will be A5. Print run minimum 10,000 copies.

Inside front pages: £270
Front Half page: £140
Front Quarter page £80

Rear and insert pages: £200
Rear and insert Half page: £110
Rear and insert Quarter page: £60
Discounts are available for multiple inserts.

 

Your Own Insert

You can have your own insert as centre pages (four A5 pages) in your free copies (and any extra that you purchase) for 15p per copy, printed from your own black and white original or 7p per copy from A4 (4 A5 pages) leaflets supplied by you. Perhaps this could be your brochure or a simple event guide.

New adverts will be added from time to time when we reprint. The colour adverts will be reprinted twice a year and black and white adverts every month or so. The quicker you get the copy to me the sooner your advert will be included.

Please ring David Hewitt on 01943-608306 to discuss details or email advert@historicevents.org

Cheques to be made payable to

"Historic Event Guide"

and sent to

19 Sedbergh Park ,

Ilkley,

W Yorks.,

LS29 8SZ.

Thank you for your interest.

David J Hewitt,

the Jolly Box Man,

History Alive

Barber Surgeon,

Bookbinder,

Silversmith,

Lord High Everything Else,

and Printer & Publisher.

The Historic Events Guide is not intended to compete with “Skirmish”, the “Living History Register” or “Call to Arms” because it serves an entirely different purpose. That is, to increase attendance at re-enactment events by members of the public.

I would like to thank Roger of the “Living History Register” for helping compile my list and to Howard Giles of “Event Plan” & Duke Henry of “Call to Arms” for their encouragement.

What qualifications have I

Perhaps I should first introduce myself - David Hewitt, "the Jolly Box Man". I have been trading at Historic Events for over four years as well as being hired by TV, radio, museums and heritage sites as a historic demonstrator. Previously, I have been a director of a small printing company, doing all the jobs - artwork, printing, collating, folding, stapling and/or binding. I believe that I have all the skills, including those of marketing, to make this project a resounding success. I only mention this to allay your fears about my ability to carry out such an immense undertaking.

As you may know, I already keep a list of "historic markets" on the web on behalf of the Historic Branch of the National Market Traders Federation. www.historictraders.co.uk It has been relatively simple for me to compile a larger list to include non-market events as well. You might suggest that this is already available on the calendars attached to the various re-enactor chat groups. However this depends on keen random individuals adding the events and they don't always include the important information. Some rely on the moderator adding the events and this depends on their enthusiasm for their project. Certainly as far as one web site is concerned no new events have been added since 2004.

HOW TO GET YOUR MONEY

BACK AND EARN MORE

For even £1 of advertising expenditure I will give you one booklet. If you sell them, the advertising will have cost you nothing. Extra copies may be bought for as little as 50p. Of course you don't have to sell them. You may wish to give them away free to favoured customers. This will ensure distribution of about half of the print run and I have no doubt that most advertisers and lots of traders will take extra copies. I will be actively selling them at any event I attend and you know how persuasive I can be!

 

Traders

Why should a trader advertise in the directory?

Most re-enactors will want to have a copy of the guide to help them plan their leisure activities visiting other events as a member of the public. Members of the public, schools and museums often ring me up as a trader after events and order things for postal delivery or collection. This is a more effective medium that a trader's price list or business card since it has a longer "life" and will be kept in a safe place because it contains a selection of valuable information. But more to the point you can make your money back by selling the free copies I will give to you (or more at a price to you as little as 50p per copy). This is a handy little income earner during quite events which will go towards paying your entry fee and/or travel expenses.