Question

Topic: Advertising/PR

Fashion Show / Runway Space Needs Marketing

Posted by Anonymous on 9/10/2007 at 1:25 PM ET 125 Points
So I was in the middle of hosting an event for one of my clients when I was approached by some gentlemen who own a Building in downtown Los Angeles, a few blocks from FIDM . They are absolutely set on hiring my company to do handle their marketing needs, even though we have no such experience. So I am trying to do some research into HOW to market a Runway / Fashion Show space.

They are very close to the Garment district and the Calif. Mart, and as I said a few blocks from FIDM.

So here is my question: How & Where should I focus their advertising dollar(fashion mags, promos, comp'd shows,...I don't really know)? given a 10K budget for the first and 5K for the next 6 months.

Your advice has always contributed greatly to me and my company. I appreciate your valuable time and respect all the input!

Thanks

Alan
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RESPONSES

  • Posted by Jay Hamilton-Roth on 9/10/2007 at 2:18 PM Accepted
    Since they are trying to attract rentals of their space for shows, it makes sense to first identify who needs the space and do a SWOT analysis of who else has space (and how they market it).

    The obvious targets are people hosting fashion events. Contact these people directly (FIDM, department stores, fashion houses in the garment district, etc.). Make sure the space has a website with lots of pictures of events held there in the past. Provide dimensions of everything, seating configurations, size of dressing rooms, occupancy limitations, parking information, etc. Your letter to the contacts would refer them to the website for all the marketing materials.

    Don't forget to include special event planners, who might want your space for a theme night (or may be able to reconfigure it for another theme).

    A press release for the space availability is a good idea as well. It would be targeted to the fashion industry (esp. people out-of-town that want to hold a show in your area of LA).
  • Posted by Harry Hallman on 9/11/2007 at 6:23 AM Accepted
    Use the money to develop an a list of designers/Brands and some larger more HIP retailers. Given your budget a very trageted approach using email and possible snail mail seems the right approach. Of course, a PR effort would be great as well.

    I am assuming they already have a website. If not then you need to address that first.
  • Posted on 9/11/2007 at 2:06 PM Accepted
    I believe that the California Apparel news is a magazine that is distributed to just about anyone who has any sort of affiliation with the fashion industry in So Cal. A website is a great idea, but people need to know to go to it. So I would do a website and follow it up w/ a small ad in the Ca Apparel News. I have never paid much attention to where the fashion shows in LA are currently held, but I read about them, so I know you have some competition.
    I go to most of the shows at the market center, as I am in the industry. I don't think you would have a lot of luck getting the people in the CMC to work with you, but the Gerry Building, Cooper Building & New mart are all pretty full and really don't have any extra space to put on a fashion show. If you provided shuttles during market and put on fashion shows in partnership with them, you could probably get some great PR out of it.
    I would suggest themed shows, targeting certain groups, maybe in the evenings with cocktails etc.
    Hope this helps
  • Posted on 9/12/2007 at 2:56 PM Author
    This is a Wealth of information! Thank you all.

    If you had to choose between spending the budget on hosting a few free cocktail events or ads in the paper; what would you all Choose??


    I was also thinking about a small telemarketing program to reach all the catering managers, event planners, and event companies in the area? (or should I consider a different approach)
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