Attributes of Targeted Audience for MOVES Festival - Assignment Example

Marketing Strategy and Marketing Schedule for Festival MOVES Teacher’s ID Attributes of Targeted Audience for MOVES Festival Bristol is a multicultural city with a growing percentage of non-white British population. This trend tends to increase due to increasing number of immigrants from other parts of the world mainly countries belonging to EU. The purpose of this festival is to enhance cohesiveness and general cooperation among local community by increasing cultural awareness. Being one of the most culturally rich cities in United Kingdom, the city has many community centres addressing needs of local community. Due to a major sea port, there is an extensive trade related to wool, fish, wine, tobacco, fresh produce and machinery (Seal, 2013). Also, presence of aerospace, IT, media, financial services and tourism industry provides employment to local community. Arts, sports and architecture are some of other major characteristics of this city. This analysis of city and its characteristics illustrates how local residents pay greater attention to aesthetic attributes of their lifestyle. Current population is about 432, 500 with Bristol being the largest city in the South West (Bristol City Council, 2014). Most of the non-white population comprises of Black, Asian and other ethnic groups along with other recent incumbents from Slovakia, Czech, Poland and Hungary. There are many local celebrations along with Bristol International Balloon Fiesta, Festival of Kites and Air Creations, Bristol Harbour Festival, St. Pauls Carnival and Bristol Festival of Ideas. Music, theatre, museums, art galleries and local graffiti also illustrates local population’s interest in arts and leisure. Due to presence of multiple cultures in this region, diversity and richness is visible in every aspect of life. According to overview provided by Bristol Local Authority, there is a considerable increase in population of children and young people since 2002. The total population also includes about 35, 000 full time students living in Bristol during term time. Also, the individuals under the age of 16 to 64 years have increased by 36, 000 (Bristol City Council, 2014). There is also a considerable change in population due to immigration. Another major part of targeted audience is those living in countries in central Europe and also nearby areas of Bristol. Specific marketing strategies will be devised by analysing demographic characteristics of this segment of targeted audience. 2) Competitor Analysis Some of the common competitors include government and private event organisers that have been conducting major city events like Balloon Fiesta and Harbour Festival. Since the MOVES festival is being arranged by a non-profit organisation, sources of funds will be limited as compared to local government and private investors. Also, this event is being arranged for the first time with less prior experience therefore degree of competence, specialisation and market knowledge will also be limited regarding this event. Thirdly, other events have established reputation in and value for local community. Specific strategy would be required for building a similar rapport for MOVES in local community. 3) Selection of Marketing Tools Since the event is addressing a major population of Bristol irrespective of major demographic segregation, therefore tools like social media, bill boards and posters, editorials or inserts in newspapers/magazines, television and/or radio coverage and celebrity endorsements will be used for promotional purposes. It is important to note that all these tools will be used at appropriate times in different parts of EU for attracting major participants and audience from countries surrounding Central Europe. Other than using these tools, invites will be sent to cultural ministry of targeted countries to ensure maximum inflow of artists and commercial vendors. All the marketing tools will be focused on presenting unique proposition and benefits of this event for local as well as international community. a) Use of Social Media With wireless technology surrounding our daily lives, use of social media can be used to introduce products and reinforce their images in the minds of targeted population. Common social media tools like use of Facebook and Twitter can be used for accessing larger population and updating them about advancements taking place in terms of event management. Other major social media tools include Google Alerts, Mention, Addvocate, Compfight and Tagboard (King, 2013). All these tools specialise in attracting major audience, extending existing followers, providing visual as well as word-based details about the subject matter and also allowing followers to share details of events to their own circle. The main purpose of using these tools is spreading awareness of the event, monitoring general feedback about it, allowing attendees to share their views, updating news and keeping audience alert, tagging fans, taking polls, adding engaging content by introducing theme of the event and creating electronic buzz about it. It is important to note that professional websites like Linkedin will not be used for this purpose. This strategy is further extended by creating event’s own website, adding purpose of it and elaborating who the stakeholders are and how they can benefit from it. Other tools that will be used for extensive visual and streaming display may include Eventbrite, UStream, Flickr and Pintrest (Wang, 2013). b) Editorials Or Inserts In Newspapers/Magazines Newspapers and magazines reach out to a large audience through prints and digital media. Editorials published in these newspapers and tabloids carry specific value for its readers. However, it is important to ensure that drivers of magazines reading, overall brand image and physical aspects of handling magazines are considered before publishing any advertisement. Generally, an ideal newspaper or magazine should have a high reader’s engagement and selling with projection of positive image (Consterdine, 2005). Text based material will be used initially to introduce the event and also that the work on the event has started. In the later phase, detailed articles can be published about work in progress, theme of the event, inviting local participants, sharing details about registration etc. Large graphic advertisement can be published multiple times for message reinforcement and reminders (American Society of Magazine Editors, 2013). c) Bill Boards and Posters The same strategy can be strengthened by installing billboards and posters in with high traffic and footfall. The idea of doing so is to attract people who may not pay attention to or have access to print or digital media. Continuous visualization of message through attractive images at enhanced medium and its continuous reinforcements on those using same routes every time can be beneficial. However, these tools should be used during period imminent to the actual event i.e. two months before actual day. However, posters inviting registration should be installed at least eight months before time and would remain installed. These posters will be replaced by other informative and attractive posters inviting visits of locals two months prior to festival. d) Television/ Radio Coverage Advertisement and coverage through television and radio is a major tool of attracting massive audience as it allows use of many media for building unique value of events for the audience. Using these tools will further help in conveying emotions and engaging listeners and viewers. Despite all these benefits, the costs of using them can be considerably high and can consume major share of marketing budget. However, out of these two, radio is more convenient due to its cost as well as ability of attracting and retaining audience. Local radios have more value for local listeners and they tend to spend more time on listening to content being projected. Additionally, local radios and TV channels have more loyalty from community which can be used for building same approach of audience towards the event. Advertisement on TV requires sophisticated data as well as careful analysis for designing message that suites viewer’s habits and their profiles. Therefore, commercials should be designed for reaching right segment at the right time through most appropriate strategy. For MOVES, it is better to use TV and radio news for frequent updates about the event and also inviting registrations. As the time of event advances, 30-seconds advertisements will be run frequently during prime time at satellite as well as cable channels for attracting high number of visitors. A customised message approach will be used for all the targeted communities and countries by seeking assistance of local authorities and media companies. e) Celebrity Endorsements Celebrity endorsements have become a major buzz trend in marketing of products, services and events. There is a reasonable amount of research that support increase in stock values and other economic returns after acquiring celebrity endorsements (Agarwal and Kamakura, 1995, 56). However, selecting a right celebrity at a right cost is a major issue faced by commercial firms. MOVES, on the other hand, is a non-profit organisation and has a limited budget for recruiting celebrities. Therefore, selecting celebrities with philanthropic approach and those actively participating in supporting cultural diversity should be selected. These endorsements can be shown through TV and radio commercials as well as print and social media. Secondly, it is important to ensure that a celebrity is valued at national as well as international scale with a positive persona. c) Marketing Schedule Months till Festival Types of Tools Specific Use of Tools 8 Months to Festival Use of social media, Creation of profiles on tools mentioned above and introducing event and its theme Posters and Bill Boards Using posters for inviting registrations Editorials or inserts in newspapers/magazines, General Introduction on front pages of major newspapers and tabloids in print and digital media Television and radio coverage General introduction through daily news and activity updates Celebrity endorsements 7 Months to Festival Use of social media, Aggressive updates about event and related features Posters and Bill Boards Using posters for inviting registrations Editorials or inserts in newspapers/magazines, General features on front page Television and radio coverage Advertisements during prime time Celebrity endorsements 6- 3 Months to Festival Use of social media, Aggressive updates about event and related features Posters and Bill Boards Use of posters for inviting registrations Editorials or inserts in newspapers/magazines, General news features about events updates Television and radio coverage Coverage in daily news and advertisements in prime time Celebrity endorsements 2 Months till Festival Use of social media, Aggressive updates about event’s progress, number of registrations, activities in the event, theme of the event, number of countries participating, details of sponsors etc. Posters and Bill Boards Billboards in streets and roads having high footfall and traffic showing details of festival, posters in every corner of Bristol illustrating theme of the event and other details. Editorials or inserts in newspapers/magazines, Major featuring articles about festival in every weekend issue and usual coverage in magazines, graphic advertisements in all major magazines and tabloids Television and radio coverage Coverage in daily news, frequent updates, advertisements with higher frequency, quick views of major celebrities, politicians and other key figures during event coverage on TV Celebrity endorsements Endorsements of major celebrities (national & international) and use of footage and images in print & electronic media References American Society of Magazine Editors., 2013. ASME Guidelines for Editors and Publishers.[online] Available at: http://www.magazine.org/asme/editorial-guidelines [Accessed 18 February, 2014]. Agarwal, J., and Kamakura, W.A., 1995. The economic worth of celebrity endorsers: an event study analysis. Journal of Marketing, 59, pp. 56- 62. Bristol City Council., 2014. Key Facts about Bristol. [online] Available at: http://www.bristol.gov.uk/page/council-and-democracy/population-bristol [Accessed 18 February, 2014]. Consterdine, G., 2005. How Magazine Advertising Works. [online] Available at: http://www.consterdine.com/articlefiles/42/HMAW5.pdf [Accessed 18 February, 2014]. King, C., 2013. 14 Social Media Tools Used by Marketing Pros. [online] Available at: http://www.socialmediaexaminer.com/social-media-tools-used-by-pros-today/ [Accessed 18 February, 2014]. Seal, J., 2013. Bristol England- A Cultural City Guide. [online] Available at: http://www.telegraph.co.uk/travel/destinations/europe/uk/10482856/Bristol-England-a-cultural-city-guide.html [Accessed 18 February, 2014]. Wang, E., 2013. 5 Social Media for Events Tools You Need. [online] Available at: http://www.tintup.com/blog/5-social-media-for-events-tools-you-need/ [Accessed 18 February, 2014]. Read More