In an article published by The Straits Times, Why Some Causes Resonate, Ms. Carol Sun, a senior fellow from the Arts, Culture and Media Research Cluster of the Institute for Political Studies, sheds light on Pink Dot's success.
A highly controversial event, which began in 2009 with the goal of promoting understanding and acceptance for lesbian, gay, bisexual and transgender (LGBT) people, Pink Dot increased attendance from 2,500 people in 2009 to an estimated 28,000 in 2015, according to media reports .
Publicity for the event mainly took place on social networks, and in recent years religious conservatives have launched a campaign against it on the Internet. With amendments to the Public Order Act that prohibit foreigners from using meetings and processes in Singapore to advance political goals, Pink Dot faced more problems than before, but managed to enlist the support of 50 Singapore sponsors and reportedly raised 70 percent of 2016 sponsorship even before the official fundraising begins.
According to Scott, messaging and targeting are the two main reasons for the success of Pink Dot. This is not surprising. Events that are very successful are usually measured by the number of participants, as a rule, have a variety of but consistent messages that their target audience can contact.
According to the public relations agency for 5 installations of the largest and highest whiskey and spirits in Southeast Asia, Whiskey Live Singapore, our work behind the success of these events was hardly a breeze. How did publicity and active participation in conceptualizing the event take part Whiskey Live Singapore from 800 guests in 2010 to 3000 in 2016? Here are our training points:
Strategic communications basically point to the creation of diverse messages that resonate with a diverse target audience at the right time across platforms. The key is the ability to attract attention and communicate with different audiences. - Brand Manager
Different platforms talk to different audiences differently. The assumption of homogeneity in the target audience and the inability to form and agree on various messages are many of the organizers of Achilles. heel.
Long gone are the days when one size fits all. Even high-budget communications can slip away and be reflected if social trends and patterns of information consumption are not carefully analyzed. Take, for example, Kendall Jenner & # 39; s Pepsi. No such thing as bad advertising? Think again.
The trick is to get an idea of how the information is received by the target audience and the relevance of the content. From there, formulate a communication strategy.
A press release may seem archaic to the uninitiated. However, he certainly did not survive his usefulness. This is one of the most important tools that describes and puts into perspective the key moments of the event.
Think of it as a hoax. He must cut through the mess and bring it to the end. If you have a seven-page press release (believe us, we have seen it before), we suggest reviewing it again and compiling a brief history.
Here are our passes:
1. Develop an agreed communication framework.
2. Create different targeted messages for different audiences.
3. Use the press release to share brief information and information with media and influential people.
4. Use social networks to directly access end users.
Many inexperienced writers also ignore the importance of visual effects. Pictures speak a thousand words. Social media has repeatedly released data on how relevant visual effects attract attention and increase cravings. At the same time, the videos are on an uptrend. Our data shows that videos from 20 to 30 years old have the largest number of viewers. And nothing is better than capturing the atmosphere of a successful event than real shots.
