Analysis of the Sydney Royal Easter Show 2019: Marketing and Community

This report provides a detailed analysis of the Sydney Royal Easter Show 2019, beginning with an introduction to the event and its objectives, which include celebrating Australian heritage and generating revenue for agricultural programs. The report delves into the marketing strategies employed, such as EDM advertisements, TVCs, and show guides, to attract attendees. It then evaluates the show's impact on the host community, examining the economic, environmental, and socio-cultural effects, both positive and negative. Furthermore, the report assesses the success of the event organizers, focusing on engagement and participation levels. Finally, it explores methods for evaluating the show's overall influence on the host community through interviews and questionnaires, concluding with a summary of the event's significance and the marketing approaches utilized.

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“SYDNEY ROYAL EASTER SHOW 2019,” OLYMPIC PARK
By (Name)
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Table of Contents
1. Introduction……………………………………………………………………………3
2. Goals and Objectives of the Show……………………………………….……………3
3. Marketing of the Easter Show…………………………………………………...…….4
4. Impact of the Event on the Host Community…………………………………………5
5. Evaluation of Event Organizer’s Success……………………………………………..7
6. Evaluating the Impact of the Show on the Host Community…………………………8
7. Conclusion…………………………………………………………………………….8

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1. Introduction
The “Sydney Royal Easter Show” was first held in 1823. It is Australia’s leading yearly
ticketed occasion that appeals more than 850,000 attendees regularly. According to the
marketing mix, the product (first p) is a festival of Australian ethos, that is, from their rustic
mores to their modern-day life, which provides a distinct experience for everyone. In addition,
the revenue generated by the event enables the RAS (“Royal Agricultural Society of NSW”) to
invest in agrarian programs, youth, rural NSW, and education. Notably, RAS is the main event
organizer, as it is a non-profit organization that promotes and rewards agrarian excellence, and
maintains traditional Australian culture. Usually, the second p shows price incurred to attend the
show as they vary depend on age. That is, 27 dollars for adults, 22 dollars for children for early
ticket buyers, while gate prices are 43 dollars for adults, 27 dollars for children, and 33 dollars
for franchises.
Just like every other year, the 2019 Easter show brought the county and city together at
Sydney grounds, “Olympic Park,” for 12 days (from 12th to 23rd April 2019) of agrarian
competitions, live performance, shopping, animal experiences, and carnival fun. Conversely, the
third p suggests that RAS provides a media guide to media centers, which gives them essential
data and story ideas that will help them plan the coverage of the event. Notably, this serves as the
place of marketing the product as there are numerous surprising stories, exciting experiences,
and colorful characters that make the show the iconic event of Australia. Besides, the fourth p
suggests that promotion of the show was conducted using EDM ads, TVCs, and static digital ads.
2. Goals and Objective of the Show

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As mentioned earlier, the aim of the “Easter Show” is to celebrate the Australian
heritage; from their rustic mores to their modern-day life, which gives an exquisite experience
for everyone. According to the SMART approach, RAS’s goal was to attain at least a five
percent increase in ticket sales, as the show would be attended by at least 850,000 people in
2018. In addition, the show focused on having a capacity of 25,000 entries competing across
5,500 contending classes, which cover all animal breeds, wine, horticulture, dairy, and art. As a
consequence, RAS expected over 19,000 winners across all event. Alternatively, the objectives
of RAS were to make more than 100 percent revenue return from its initial investment on the
event. The revenue generated would enable RAS to aid more than 400 rural scholarship scholars
to attain their academic dreams, supporting 45 organizations that are key to community building,
and to invest at least three million dollars in agricultural activities.
3. Marketing of the Easter show
The sheer scale and rick heritage of the Easter Show makes it a means of communication
utilized by some of Australia’s most prominent and well-established brands. Typically, the event
has proven to be a highly efficient client engagement platform that offers relevant perspectives,
connections, and tractability to thousands of individuals. Due to this fact, the event has created
various engaging and informative marketing and communication platforms across, digital,
broadcast, print, and outdoor. These platforms ensure that messages are made to their spectators
in a format that maximizes impact throughout the year.
The show uses the “Show Guide” printed in the “Sunday Telegraph” in the weeks leading
up to the “Sydney Royal Easter Show.” Notably, the show guide stipulates the judging days and
time of all the entries made during the event. Thus, it provides competition highlights that are run
by the RAS to gauge and maintain excellence in agrarian. Alternatively, the latter highlights the

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special days during the 12 days. For instance, in 2019, the show guide highlighted the seniors’
day, kids’ day, and butcher’s challenge as special days (The Royal Agricultural Easter Show,
2019, p.18). Therefore, the event uses the newspaper outlet to market its programs, which
attracts more attendees.
The event organizer also uses EDM advertisements that are sent to their various extensive
databases. Importantly, the event uses EDM marketing to build loyalty and elevate sales since it
targets a large group of potential clients. Consequently, this marketing approach creates an email
database of possible attendees, and directly communicates their offer to them through email.
Alternatively, EDM utilizes other communication forms to reinforce the message, such as
remarketing, social media, and offline marketing. Notably, RAS uses EDM marketing because it
is cost effectual, as they have an established email database, which provides them with new
markets with many potential clients. Besides, the event organizer uses EDM advertising as it is
easy to monitor and gauge.
The RAS also used “Big Screen TVCs” and static digital advertisements in the
“Woodchop Arena” and “GIANTS Stadium Main Arena” t market the show. Importantly, the
event organizer focused on making the adverts more enjoyable, such that people could view
them on the TVCs. Nevertheless, people tend to trust TV marketing more compared to other
mediums, as it combines both auditory and visual stimulation.
4. Impacts of the Event on the Host Community
Economic Impact
Positive contribution

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The main effect of the event on the host community was that it enhancement the agrarian
future of the area. For instance, the host community (Sydney) benefited from the event as RAS
partnered with “Junee High School” to inspire students to consider a career in farming (Royal
Agricultural Society of NSW, 2015, p.4). Additionally, high schoolers around in the host
community benefited from the continued partnership between “TAFE NSW Western Sydney
Institute” and RAS to deliver career readiness initiatives.
Negative contribution
The losses from hosting the event are the main negative contributions of the event.
Notably, there are three main costs that the local community may incur. These are displacement,
impact, and opportunity expenses, which led to traffic congestion and higher fees on
accommodations that negatively affect the local community (Gong, 2012, p.18).
Environmental Impact
Positive impact
The Easter Show has positively improved the infrastructure of Sydney, such that the host
community can provide the essential services that the visitors need. For instance, rental facilities,
roads, and welcome centers are well constructed such that they preserve the natural environment
around Sydney.
Negative impact
The primary environment limitation of the event is that it leads to noise pollution due to
traffic congestion and noise from crowd movement. In addition, waste disposal may sometimes
be neglected, or maybe a lot compared to that of the local community leading to air pollution.

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Despite this fact, poor waste disposal may affect marine life, as Sydney is around the coastline,
and waste can quickly end up in the ocean if not correctly managed.
Socio-cultural Impact
Positive impact
The event may enable the host community to experience new cultures and way of life
from visitors who attend it. For instance, the Easter Show is a national affair for all Australians,
and people from Sydney, the host community, may learn something new from their visitors, such
as customary beliefs and social roles. Therefore, the event would help in strengthening the
regional traditions and values of the host community, as they are introduced to new cultural and
social aspects (Omoregie, 2012, p.30).
Negative impact
The show can sometimes lead to unintended repercussions, which affect the way local
people view the event if not correctly managed. Such consequences include substance abuse,
elevated criminal acts, and bad behavior by visitors. Thus, these impacts negatively affect the
structure and social life of the host community.
5. Evaluation of Event Organizer’s Success
Engagement
Notably, engagement starts the moment the commentator begins to communicate with the
audience. Besides, assessing engagement must be a blend of the qualitative and quantitative data
gathered throughout the event’s life cycle. Hence, an engaged audience has happy attendees,
which suggests they rate the event higher on satisfaction analyses.

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Participation
To gauge the success or failure of event organizers, one may assess the participation of
the event. Thus, when there is a higher participation rate, then the attendees were interested in
taking part in the event. Conversely, one may use a combination of social data with other data
points like gamification and in-app chat to assess the participatory level in an event. As a result,
the latter can determine where the event organizers succeeded or failed in getting a high
participatory rate in the event.
6. Evaluating the Impact of the Show on the Host Community
Generally, one may use interviews and questionnaires to examine the influence of the
show on the host community. Importantly, the interviews and questionnaires must include social,
economic, and environmental questions that will help the host community to give first-hand
responses that are accurate (Janeczko, Mules & Ritchie, 2002, p.19-21). For instance, RAS may
use interviews and questionnaires to evaluate the feedback of Sydney residents on the social,
economic, and environmental impact of the SRES.
7. Conclusion
The SRES is considered one of the most significant annual events in Australia, with a
total attendance of over 850,000 people. Notably, the show is a festivity of Australian heritage;
from their rural traditions to their modern-day life, which offers a distinctive experience for
everyone. Furthermore, RAS, the event organizers of SRES use various marketing approaches to
reach their potential attendees. For instance, EDM advertisements are widely used by RAS
because the marketing technique builds loyalty and elevates sales, as it targets a large group of
possible clients.

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References
Gong, Q., 2012. The positive and negative economic contributions of mega-sporting events to
local communities. University Libraries. Available from
https://digitalscholarship.unlv.edu/cgi/viewcontent.cgi?article=2363&context=thesesdissertations
(Accessed 9th April 2020).
Janeczko, B., Mules, T. and Ritchie, B.W., 2002. Estimating the economic impacts of festivals
and events: a research guide (pp. 1-46). Queensland: CRC for Sustainable Tourism. Available
from
https://sustain.pata.org/wp-content/uploads/2015/02/Mules_EcoImpactsFestivals_v6.pdf(Access
ed 9th April 2020).
Omoregie, E., 2012. The impacts of event tourism on host communities: Case: the city of
Pietarsaari. Central Ostrobothnia University of Applied Sciences. Available from
https://www.theseus.fi/bitstream/handle/10024/43714/omoregie_etiosa.pdf?
sequence=1(Accessed 9th April 2020).
Royal Agricultural Society of NSW, 2015. Annual report 2014-2015. Royal Agricultural Society
of NSW. Available from http://www.eastershow.com.au/globalassets/document-library/annual-
report/ras_ar20142015_lores_final.pdf(Accessed 9th April 2020).
The Royal Agricultural Society of NSW, 2019. 2019 Sydney Royal Easter Show. The Royal
Agricultural Society of NSW. Available from
https://www.eastershow.com.au/globalassets/document-library/easter-show/media/2019-sydney-
royal-easter-show-media-guide.pdf(Accessed 9th April 2020).

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