Performance Planning 10


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Performance Planning 10 Marketing & Promotion

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Performance Planning 10

  1. 1. Performance Planning 10 Marketing Music Performance Chris Baker www.musicstudentinfo.com12/09/12 1
  2. 2. Marketing Background• E. Jerome McCarthy the ‘father’ of modern marketing• Originator of four P’s (product, price, place, promotion)• Defines marketing concept as the idea that an organization should aim all of its efforts at satisfying its customers - at a profit’• That the entire focus of the organization should be satisfying the wants and needs of of an identified group of people with some homogeneous characteristics - the target market• Goes against the idea that marketing is solely concerned with advertising and selling12/09/12 2
  3. 3. Marketing Music PreliminariesGig/Festival organizers use the following to produce successful events• Analyze the needs of target market to establish appropriate components• Establish competitors to ensure a your USP (unique selling point)• Predict how many people will attend• Predict what times they will come• Estimate how much they will pay• Decide on quantity & type of promotion activities• Decide how tickets will reach the market12/09/12 3
  4. 4. Marketing Mix product, price, promotion, place Definition The controllable variables which organizers put together to satisfy the target group• Variables are: product, price, promotion & place• Controlled variables means that show organizers can manipulate or alter these variables to achieve objectives12/09/12 4
  5. 5. Marketing Mix• Product - all of the elements that make up the festival/show - entertainment offered, standard of service, food & beverages, opportunities for social interaction, merchandising, brand image• Price - the value customers place on the event experience - this value is determined by the strength of the need the experience satisfies. The price of the festival experience can be varied according to the type of customer (e.g. concessions) or time of consumption (e.g. discounted price for advanced consumption)12/09/12 5
  6. 6. Marketing Mix Cont.• Place - has TWO meanings - geographical location of the event & the purchase point (s) for tickets to the event (e.g. tickets sold not only at the gate, but pre-purchased)• Promotion - includes all of the marketing communication techniques of advertising, personal selling, sales promotion, some merchandising, publicity & PR, direct mail. Potential consumers are motivated by the design of these messages12/09/12 6
  7. 7. Marketing Activity Select one of the following live events• Using the internet research the marketing mix for your chosen festival• Pride, Fishstock Brixham ’12, Cwlwm Celtaidd 2012, The Great Escape, Glyndebourne, WOMAD, Burning Man, Festival in the Desert, Castle Donnington, Roskilde Festival, Full Moon Party, Mardis Gras, Bloodstock Open Air, Cornbury, Coachella, Lollapalooza• Feedback your results to the group12/09/12 7
  8. 8. Marketing Pricing• Gigs & festivals are leisure activities - most Europeans, particularly Londoners are ‘swamped’ with leisure options• This means that price, especially to young people can have a major effect on demand• Some shows charge no entrance fees but there are still costs to consumers attending and show & producers• The more highly coveted the artist the higher the price charged e.g. ‘The Big 4’ Metal Bands• Wealthier consumers AB demographics will pay more for a ‘quality experience’12/09/12 8
  9. 9. Marketing Pricing 3 foundations to pricing are:1. Costs2. Competition - The market3. Value to the customer12/09/12 9
  10. 10. Marketing PromotionPromotion mix is used to• Create an increased awareness of the show/gig• Position the show relative to its competitors• Create or enhance a positive image• Inform target market of pertinent details of the event• Generate demand for the show• Remind target market of the events details12/09/12 10
  11. 11. The End12/09/12 11