Objectives

The objective of my charity is to raise awareness of the poverty crisis that is occurring all over Las Vegas. This objective will be achieved by marketing this event in an uncommon way. This will help my charity differentiate from other similar charities around town. "...the company faces more competition and competing brands are less differentiated. Increasingly, competitors are using sales promotion to help differentiate their offers." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 432.) Most people don't think of a charity taking event at a bar. Neither do people expect music or alcohol to be available at a charity. This is how the "ONE NIGHT OF MUSIC. ONE NIGHT OF SHELTER" charity stands out from the others.

My marketing objective is to reach out to a young audience that will enjoy a night of music at a bar with the ability to buy a cheap drink if desired. Convenience is key. "Sales promotion tools are used by most organizations, including manufacturers, distributors, retailers, and not-for-profit institutions." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 432.) The charity will have a "sales promotion" by advertising the discounted drink of the night. This will attract people that go the bar at a regular basis; it will also attract people that haven't visited the bar before. The purpose is to attract numerous consumers in different ways.


"In developing a sales promotion program, a company must first set sales promotion objectives and then select the best tools for accomplishing these objectives." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 432.) The best tool to reach my targeted audience is social media. Achieving this successfully can ensure rapid online attention. Not only will this internet recognition exceed awareness expectations, but it can also guarantee having even more attendees present at my charity.