Email Marketing....

Emails are a marketing tool which is used as a way of channelling word of mouth campaigns, also known as viral marketing. Very few event companies worldwide are without are now without e-mail capability and the majority of individuals in a large number of countries around the world can be contacted via work or home e-mail address.

Crufts do provide customers with e marketing newsletters, but before you can receive newsletters and updates you have to fill out a form online and there is a link through the Crufts website. This link will take you through a step by step guide on what sort of information you would like to be sent to you. such as; show information, trade stalls, competitions and updates.

This is an email I received on signing up for the newsletter. Its an email welcoming me to the kennel Club and has a direct link to their website. They also say on the email to register for the email digest and subscribe to the Newswires so you can keep up to date with the latest news. In order to do this you have to go into your profile which has just been set up and follow the instructions. This does seem like a lot of effort considering you have just filled out forms for this newsletter. Although, if you are really interested and would like to keep informed of everything then its a good idea.



On the Maverick Sabre website there is no link to be updated via emails. This could be due to the fact the people he is targeting wont read emails. He updates statuses regularly on twitter which is gets put on his website so fans can be updated without the use of email. His fans will more likely use social networks and so  Maverick Sabre might not bother with emails at the moment because it costs money to come up with an effective campaign and so you will have costs in the creative development. Maverick Sabre hasn't been around for long and so may not have the expenses to do this yet.

Because Crufts have been around for a long amount of time (120 years) they have grown and gained many loyal customers and followers. They are also trying to expand on their customer relations and try everything to get the customers attention. They will also have the money to do this and have various competitions and more information to give to the customer as there are many things to do at Crufts. It also adds to the credibility of the organisation and at the same time endorses the brand. On the other hand, Maverick Sabre is just doing a tour and all the information you will need is the opening times and how much tickets are, there may not be much point in the use of email just yet.

I was quite shocked to see that Maverick Sabre didn't offer any emails or newsletters as it is a popular tool used because it is a relatively cheap way of advertising. Being a fan of Maverick Sabre myself and not being on any social media sites i would of liked to see this marketing communication to be kept in the loop. To me it is clear that Crufts are more professional in the way that on signing up with them i received an email back within minutes this to me shows that they have more of a care for their customers and are valued more than maybe Maverick Sabre.