Integrated Marketing Plan for LYV

1. Etienne J. Strauss
PROJECT
DATE BY
05/26/2022
IMC Plan: LIVE NATION ENTERTAINMENT
INTEGRATED MARKETING COMMUNICATIONS

3. Table of Contents
Executive Summary……………………………………………………………………………………………………………………4
Campaign Background & Research……………………………………………………………………………………………5
SWOT Analysis……………………………………………………………………………………………………………………………12
Target Audience/Potential Market………………………………………………………………………………………………13
Customer Profile………………………………………………………………………………………………………………………….19
Marketing Goal, Objectives, & Strategies…………………………………………………………………………………..21
Creative Strategy……………………………………………………………………………………………………………………….23
Points of Parity - Venn Diagram…………………………………………………………………………………………………24
Creative Statement…………………………………………………………………………………………………………………….25
Rejected Statements………………………………………………………………………………………………………………….26
Tagline…………………………………………………………………………………………………………………………………………27
Creative Brief Questions & Answers…………………………………………………………………………………………28
Promotional Mix/Communication Channels…………………………………………………………………………….29
Creative Execution…………………………………………………………………………………………………………………….42
Conclusion………………………………………………………………………………………………………………………………….44
References…………………………………………………………………………………………………………………………………45

4. Executive Summary
Beyond the global pandemic our world has sustained thanks to COVID-19, we’re also
experiencing another substantial epidemic of destruction in the form of senseless violence and the
loss of innocent lives. In our modem world, perception means everything and any type of negative
press spreads like wildfire, regardless of the accuracy of the information. All throughout out this
last year, Live Nation Entertainment has combatted the reemergence of statements within the
media surrounding its supposed lack of proper safety policies and procedures due to the events
that transpired during the 2021 AstroWorld Festival. As the events have been highly publicized, I
will not detail them here at this time. Not only is Live Nation Entertainment the largest and most
robust event provider on the globe, but, many question their checkered past, as it relates to safety
and allegedly cutting corners. The purpose of this integrated marketing campaign is to steer Live
Nation Entertainment into a future that publicly prioritizes and promotes an abundance of
precautionary public health and safety measures being put into place. During my research, I found
that the usual target markets for Live Nation Entertainment typically fall within the Generation-Z
demographic. However, after careful studying of the generational differences between Zoomers
and their older counterparts, the Millennials, I was able to determine that Live Nation
Entertainment will be better suited to engage with Generation-Y for this particular campaign.
Millennials are heavily experience-driven, highly motivated by morality, integrity, & transparency,
and, unlike Generation-Z, Millennials actually have enough established purchasing power to
make or break a campaign. As with all companies in the live events realm, Live Nation
Entertainment is only now finally beginning to break even from the business-related devastation
incurred by the coronavirus pandemic and any form of negative publicity could serve to squander
the opportunities that they’ve carved out for themselves amidst all of the calamity. Since
Millennials are unlike all other generations in the fact that they’re uniquely positioned to identify
with their parallel generations at the top and bottom of the associated age range (Gen-X & Gen-Z),
the Y2K kids present a phenomenal marketing opportunity indeed. Follow me now, as I present
my ideas & strategies within this integrated marketing communications plan.

5. Campaign Background & Research

6. As is the nature of our world, LiveNation originated with humble beginnings. Per
MusicBusinessWorldwide.com, “Live Nation originally started as SFX Entertainment in 1996,
launched by late media mogul, Robert F. X. Sillerman. SFX was sold in 2000 for $3bn to
Clear Channel, becoming Clear Channel Entertainment, which was spun off in 2005 and
named Live Nation. In addition to promoting live events such as concerts and festivals, Live
Nation runs a ticketing business via Ticketmaster, which merged with Live Nation in 2009 to
become Live Nation Entertainment.” (Music Business Worldwide, n.d., para. 2-4) This
merger sparked the genesis of the major conglomerate as we know it today and, despite
some red tape difficulties, Live Nation Entertainment has taken the world by storm. Although
profitable and chock full of massive acquisitions, Live Nation Entertainment’s vast portfolio
was not created without difficulty. One condition of Live Entertainment’s merger with
Ticketmaster was that the latter was court ordered to sell its self-ticketing company to rival live
entertainment giant AEG in order to maintain a level playing field in the bidding for shows and
contracts. Over the last decade or so, Live Nation Entertainment has drastically expanded
their foothold across the globe by acquiring and partnering with countless smaller events
companies. Live Nation Entertainment’s pure domination of the industry came to an abrupt
halt in 2020 due to the effects of the COVID-19 global pandemic. As to be expected during a
time of such turmoil, Live Nation Entertainment experienced losses across all internal
company sectors from its ticketing division, to concerts, and, especially, in sponsorship &
advertising. It wasn’t until news of the release of the BioNTech/Pfizer vaccines began
circulating that the stock price began to rapidly climb once again. According to Live Nation
Entertainment’s first quarter financial report for 2022, “Artists are back on the road and fan
demand has never been stronger, a reflection that live events remain a clear priority for
consumers as our social lives restart.” (LiveNation, 2022, para. 2) which is made evident by
the increased revenue across the board. In 2020, Live Nation reported quarter three total
generated revenues of $184 million, a far cry from the $3.8 billion reported in the previous
year’s third quarter. With 2021’s total revenue ending up at just over $6.3 billion, things have
begun to stabilize and the company is back to business as usual, with the stock price trending
upwards from the record lows that they experienced during the pandemic. If recent
happenings are any sort of barometer for what the future holds, we can expect Live Nation to
continue expanding their portfolio & holdings as the times continue to present the abundance
of demand that currently exists.

7. Live Nation Entertainment hold many slogans and mottos that
represent their cultural diversity & cutting-edge innovation such
as, “Live Nation provides a range of ticketing, artist management,
sponsorship, and event operation services, with a view to putting
on interesting and entertaining events and festivals for
consumers worldwide” (Cleverism, n.d., par. 1), “To maximize the
live concert experience. Our core business is producing,
marketing, and selling live concerts for artists via our global
concert pipe” (UKEssays, 2020, para. 2), & “One Nation Under
Music” (NewMediaDL, 2013, para. 1), but none represent the
vision of the brand better than, “Artist powered. Fan Driven. We
are Live Nation” (UKEssays, 2020, para. 2). This mission
statement is fully representative and all-encompassing of the
client-centric, experience-driven nature within the Live Nation
Entertainment culture. The self-proclaimed values expressed by
Live Nation on their company website are as follows; “Living for
artists, decentralization, ideas, entrepreneurship, focus, talent,
and to take care of our own” (LiveNation, n.d. para. 1-8). The
belief in these values by constituents, employees, and, most
importantly, shareholders is the driving force behind what
separates Live Nation from all of its competition. Ensuring that
these principles are lived and not just said for the sake of saying
them is the moral fiber with which Live Nation uses to create
cultural directives that trickle down to all of its subsidiaries and
strategic partnerships.

8. Cleverism states that, “Live Nation generates revenue through the provision of ticketing, event
operation, and artist management services, as well as through its advertising and sponsorship
solutions” (Cleverism, n.d., para. 38) all of which have transformed them from just another run of the
mill events company to worldwide industry leader in live events & venues. Furthermore, Cleverism
describes the four segments of the business as being comprised of, “Concerts”, “Ticketing”, “Artist
Nation”, & “Sponsorship & Advertising” (Cleverism, n.d., para. 3-6). Segmenting the business into
multiple profitable avenues that self-govern and operate independent of one another is another critical
key to success in the winning formula of Live Nation. Additionally, with each successive venue
acquisition & partnership, Live Nation expands its already ample stranglehold over the events space.
Live Nation Entertainments services include, but are not limited to concert production, marketing,
advertising, ticket sales/resale/exchange, and artist management. Live Nation Entertainment has
acquired and partnered with some reputable concepts throughout the years, most notably; House of
Blues, ROC Nation, Insomniac Events, AC Entertainment, Bonnaroo Music & Arts Festival, C3 Presents,
Red Mountain Entertainment, & Groot Hospitality just to name a few. As Live Nation Entertainment’s
portion of the market share steadily increases, so does its responsibility to maintain its level of
consistency toward both its constituents & shareholders alike.

9. Treading the waters of such an expansive industry means one thing, an enormous array of targets to market to. From casual concertgoers to
boutique festival companies ripe for acquisition, and everything in between, Live Nation Entertainment has something appealing for all with any
inclination toward live events. Contrary to what New Media DL stated almost ten years ago, “the primary target audience for Live Nation would be
older teenagers to young adults (approximately ages 16 to 26)” (NewMediaDL, 2013, para. 2), as the number partnerships and subsidiaries
continues to increase, so does the amount of variable demographics that Live Nation can include into its targeted marketing plan. For example, by
acquiring multiple foreign entities Live Nation has increased its influence to a global scale. Per FastCompany, “In 2017, the company introduced its
Festival Passport, a $799 pass that grants general admission to any of the company’s festivals across the world.” (FastCompany, 2019, para. 1)
which clearly demonstrates Live Nation’s vested interest in capturing a broader variety of clientele. According to Cleverism, Live Nation provides
value to its customers with, “its broad range of events”, “its ticketing software and services”, “the scope of its advertising and sponsorship
programs”, & “its global footprint” (Cleverism, n.d., para. 18-21) which is consequently why Live Nation’s services are being adopted in all four
corners of the Earth.

10. As far as competition is concerned there aren’t
many entities that have an all-encompassing
brand strategy in the same styling of Live Nation
Entertainment. Having an inhouse ticket
distributor truly monopolizes the market in the
sense that Live Nation truly is a one-stop-shop
for all things live event related. Amongst their
competitors, the fiercest adversaries to Live
Nation are AEG, in the events space, and
TicketTailor, within the ticket sales arena. Just
after Live Nation and Ticketmaster’s partnership
was officially ratified, court rulings dictating the
stipulations for fairness of competition all but
spared the business lives of competing
companies. This saving grace prevented Live
Nation from total domination and establishing an
authoritarian like control over the entire
marketplace. With that being said, the need for
innovation has never been more important,
hence why Live Nation continues with its plans to
remain head and shoulders above the rest of the
industry as all parties involve continue trending
upward in a post-pandemic landscape.

11. The current marketing strategies for Live Nation Entertainment are seemingly endless. From the
prototypical social media channels (MySpace, Facebook, Twitter, LinkedIn, Instagram,
Snapchat, YouTube, TikTok, Pinterest, Twitch, etc.), to the more traditional television/radio
advertisements, onto the dynamic online advertisements, to brand ambassador
representations, to their very own behind the scenes podcast, and, finally, to promotional
discount events such as this month’s $25 All In Tickets Concert Week, Live Nation certainly has
all the bases covered, hence why they’ve been so successful in their growth strategy.

12. SWOT Analysis

13. Target Audience/Potential Market

14. Although the target market for Live Nation is generally described as, “older teenagers to young adults
(approximately ages 16 to 26)” (NewMediaDL, 2013, para. 2), my research has driven me to select
another potential audience for the purposes of this Integrated Marketing Communications coursework.
According to the chart on the provided Beresford Research page, “Millennials [were] Born 1981 – 1996
[and] Ages [range from] 26 – 41” (Beresford, 2022, para. 3) and per Matt Black of Future of Work, “The
Millennial Lifestyle is fueled by maximum effort combined with perpetual optimism. Millennials are
driven to prove their doubters wrong, create the best possible life for themselves and their loved ones,
and above all else, find their place in a busy, noisy world.” (Black, 2015, para. 41) That being stated,
the reality is that now, more than ever before, millennials are coming into our own & our buying power
increases with each subsequent quarter that passes. It is this purchasing power that prompted me to
shift Live Nation’s focus to target the audience that I am a part of. Too young to be considered Gen-Xers
and too old to be counted among the Zoomers, we millennials are truly the driving force that’s
expanding the marketplace even as I write this!

15. In accordance with Andrea Woroch of U.S. News, “Millennials
value experiences over possessions and spend more on travel
than any other age group. In fact, the State of Travel Insurance
research from Berkshire Hathaway Travel Protection, a travel
insurance agency, found that millennials took an average of five
trips in 2018, spending an average of $5,700, a whopping
$2,400 more than baby boomers.” (Woroch, 2020, para. 14)
insinuating that targeting Generation Y makes perfect sense
because of their already established predisposition & proclivity to
spend within the event space. Of all the characteristics listed by Gil
Salamander of eclincher.com, none rings truer, regarding the
important aspects of life, to millennials than having values, “Maybe
it’s because baby boomers raised them to speak up. Maybe it’s
because of social media. What we know for sure is that millennials
care about matters like bullying, mental health, and issues of
politics. They will push for change, encourage allies to join them,
and even create their own causes.” (Salamander, 2022, para. 10)
This aligns perfectly with my proposed marketing campaign for
Live Nation in that it relates directly to a majorly motivational factor
for millennials, public safety & satisfaction within our beloved
experiences.

16. Other key components of millennial incentives
include, convenience, on-line availability of
goods & services, and impacting our
communities through inclusion & diversity. As
stated by Koba Molenaar of
InfluenceMarketingHub, “in 2020, there were
72.26 million millennials in the United States”
or “nearly 22% of the US population” and “the
spending power of millennials was estimated
at $2.5 trillion” (Molenaar, 2022, para. 5 & 10)
just to give a general sense of the massive
opportunity that comes along with targeting
the millennial Generation-Y. Millennials have
adapted well to the progression of modern
technology and maintain our cultural savvy
through various means such as brand
transparency, social media involvement, and,
most importantly, word-of-mouth-based
referral recommendations.

17. Perception is crucial when it comes to driving
consumer loyalty and retention with millennials.
Gen-Y is most likely to ascribe to a brand that
truly exemplifies those values that I mentioned
earlier. Drawing back to Simon Sinek’s Golden
Circle, the WHY portion of a brand’s mission is of
the utmost importance because it must resonate
with constituents’ pathos, ethos, & logos both in
equal and simultaneous measure. Regarding
information dissemination concerning
millennials, the most common format of
consumption is obviously social media. Social
media’s associated speed and convenience are
ingenious, not to mention the accompanying
community building and brand accessibility
thanks to user generated content/direct
correspondence.

18. On the authority of Amy Watson of Statista,
“44 percent of [millennial] respondents
report[ed] daily news consumption on social
networks” (Watson, 2022, para. 1) which points
to the increased frequency and dependency
millennials have built toward social media and
how it has become an undeniably viable
source for information & trends to us.
Researching the geo-demographical
segmentation of millennials has led me to the
discovery and determination that we are the
most valuable audience for Live Nation to target
with integrated marketing campaigns
specifically tailored to highlight the values and
experiences we hold nearest and dearest
because of our likelihood to both participate in
and spend on such innovative tactics.

19. Customer Profile

21. Marketing Goal,
Objectives, & Strategies

23. Creative Strategy

24. Points of Parity - Venn Diagram

25. Creative Statement

26. Rejected Statements

27. Tagline

28. Creative Brief Questions & Answers

29. Promotional Mix/
Communication Channels

30. While there are countless methods that an effective integrated marketing
campaign may employ, for the constraints of this assignment, I have elected to
choose the following four strategies because of their proven effectiveness. The
experience lifestyle driven millennial generation is so vast that it provides
massive opportunity to market to and procure clientele from. Generation-Y is
remarkably unique in that its members range across such an important portion
of the modern technology timeline.

31. Early millennials, such as I, oftentimes identify more on the spectrum of Generation X because of their close
proximity to their predecessors and because of the early limitations to their associated technology, such as dial-
up internet, brick cellphones, pagers, Cassette/CD players, etc. Conversely, younger millennials are more likely
to relate closer to Generation-Z, due to their closeness in age and given the fact that their access to the more
advanced technology, that is standard today, has been a constant prevailing force in their lives since early
childhood. I state all of this to highlight the fact that marketing to millennials has the distinct advantage of being
very broad in nature because of their predisposition to occupy and ascribe to such a large portion of multiple
advertising channels. For example, many older millennials prefer a more analog existence & find social media,
and the internet in general, altogether unnecessarily excessive and, unlike their younger compatriots, prefer to
intake their media in the more traditional avenues of radio & television. Contrarily, younger members of
Generation-Y live in the digital space and much of their lives absolutely revolves around social media.

32. Due to the variety of consumer preferences encompassed within the millennial
demographic, Live Nation Entertainment’s marketing strategy must spread far and wide
with an all-out onslaught plan of attack to capture the maximum amount of new loyal
clientele. Firstly, Live Nation Entertainment will disburse a social media marketing
campaign across all major platforms (Facebook, Twitter, Snapchat, Instagram, LinkedIn,
YouTube, & TikTok) designed to publicly address the tragedies of Astroworld 2021 and the
countermeasures that have been implemented to avoid a reoccurrence of similar events.
Next, Live Nation Entertainment will double down and augment its digital efforts by putting
an online marketing campaign into play to redirect and aggregate additional potential
customers to its previously established efforts. Thirdly, in a play to capture those millennials
who do not frequent the digital landscape, Live Nation Entertainment will deploy a
television commercial featuring testimonials from both employees and patrons highlighting
the changes to health & safety strategies for the upcoming festival. Lastly, Live Nation
Entertainment will enact a series of billboards to emphasize their various messages
associated with the new and improved measures put in place regarding safety and
security. Combining these promotional methods is a surefire recipe for success.

33. Media Channels According to MediaRadar, “Live Nation Entertainment spent under
$100 million on advertising in digital, print, and national TV in the last year. They
invest in premium ad units and advertised on over 250 different Media Properties in
the last year across multiple Media formats. Live Nation Entertainment launched and
advertised 10 new products in the past twelve months.” (MediaRadar, n.d., para. 1)

34. 1.
Social Media Marketing – Per Jason Yormark
of socialistics.com, “companies allocate, on
average, about 13 percent of their marketing
budgets to social media marketing” (Yormark,
2021, para. 17) Also, as reported by Maria
Kovalenko of digitalmarketersworld.com, “The
more social networks you use for your
business, the higher the price for social media
marketing will be.” (Kovalenko, 2021, para. 16)
Given the expansive nature of Live Nation
Entertainment’s marketing campaign,
allocating substantial resources to all viable
platforms will be critical to the inevitable
success being pursued. Distinguishing
between using an in-house marketing team or
an agency to address the sheer volume of
content being produced will assuredly yield
further clarity of concept.

35. ·
Budget – Assuming that Live Nation Entertainment’s total marketing
budget is around $100M/year, then roughly $13M/year of that figure would
be dedicated to social media channel promotion.
·
Reasoning – Generally speaking, the majority of millennials are highly
active on social media and thus must be targeted accordingly. Connecting
directly with a brand and feeling that content is specifically tailored to
communicate with them remains a major motivating factor in the spending
habits of millennials.
·
Appeal – As a brand’s transparency is paramount for authentically
capturing an audience’s loyalty, within Live Nation Entertainment’s social
media campaign we will focus on highlighting the methods assembled to
combat against destruction similar to what occurred at Astroworld 2021.
Sponsored content featuring new security vendors & partners along with the
acquisition of advanced medical staff will be displayed across all platforms
in order to inform all potential customers of the emphasis that we’re putting
on safety & satisfaction. Exclusive behind-the-scenes video content will be
shared as well to highlight the dissemination of new policies & procedures to
all staff teams.

36. 2.
Online Advertising – In accordance
with Dan Barraclough of
expertmarket.com, “SEO is one of the
most affordable types of digital
marketing you can use to grow your
small business” & “PPC involves bidding
on search terms in order to secure the
best positions and visibility for your links,
websites, and adverts” (Barraclough,
2021, para. 7 & 20) With an operation
as extensive as Live Nation
Entertainment, employing the services
of an agency on retainer will prove much
more effective than employing a
freelancer or just a one-off campaign.

37. ·
Budget – Another approximately 15% of the total
marketing budget ($100M) will be spent on search
engine optimization, pay per click advertising, &
email marketing.
·
Reasoning – While the social media campaign
efforts will be substantial fully addressing the
Generation-Y demographic via all forms of digital
avenues will aid in casting the largest net from
which to harvest the most potential customers.
Redirecting the target audience to the already
established social media campaigns via
strategically placed advertisements, discount
links, and specified email drip campaigns will
prove entirely beneficial to the overall health of the
campaign.
·
Appeal – Saturation of the market, along with
associated discounts and insider access to the
company wide changes to safety and security will
undoubtedly result in increased activity among
constituents. Also, implementing a referral-based
rewards system will prove useful.

38. 3.
Broadcast Television Commercials – Pursuant to
Maria Roberta Benitez of fitsmallbusiness.com, “The
average TV advertising cost to run a 30-second
commercial on a national network is $104,700. Besides
that, you will also need to plan for production costs
starting at around $2,000 to $5,000 at the low end up
to $50,000 or even more” (Benitez, 2022, para. 1)
which means that considerable funds must be allocated
to this portion of the campaign to ensure a meaningful
following.

39. ·
Budget – 30% of the approximate $100M total advertising budget will be spent here on production and
circulation of the advertisement.
·
Reasoning – To re-capture those millennials already marketed to via social media and on-line in general
and really drive the message home is the overarching goal here. Also, a key component to factor in will be
addressing those members of Generation-Y that don’t frequent the digital space as often as their fellow
millennials.
·
Appeal – Aggregating video content that honorably owns up to the mistakes made during Astroworld
2021, honors the families of the lives lost, and highlights the changes put forth to remedy the situation will
definitely touch the hearts of all viewers regardless of generational demographic. Coupling this honest
assessment of the areas of opportunity with the visualization of the strategic implementation of the
previously mentioned security and health resources will yield the results we’re looking for.

40. 4.
Billboard Campaign – As reported by bmediagroup.com, “If you
want to get higher brand recognition, you have an event to publicize,
or you want to drive more traffic to your website, billboards are an
economical and effective tool” (bmedia, n.d., para. 35) As the costs
vary from state to state & city to city and Live Nation Entertainment
will be implementing this tactic across the entire nation the total
allocated here will be a general figure.

41. ·
Budget – 20% of the total marketing budget will be spent on various billboards in the
major metropolises across the country (Los Angeles, New York, Las Vegas, Miami, Dallas,
etc.) leading to positive return on investment.
·
Reasoning – To further drive home the already established measures and truly engrain
the concept of enhanced safety and security into the minds of all potential customers
when they’re out in the world, the billboard portion of the campaign is meant to be the
icing on the cake and the next level emphasis of the process.
·
Appeal – Displaying the campaign slogans, taglines, and transparency meanwhile
raising awareness of the implemented reform policies & procedures will ensure to get the
message across effectively. QR codes for discounted tickets and loyalty rewards referral
program embedded into the artwork will prove majorly successful here.

42. Creative Execution

44. Conclusion
In summary, for Live Nation Entertainment to achieve the actionable sustained
achievements regarding public safety & satisfaction that it’s in search of, it must
remain vigilant of all potential opportunities for growth and implement the
consultation presented within this integrated marketing plan. As our world
rebounds and begins to rebuild from the chaos induced post COVID-19 period, it is
more critical than ever before that we unite, as a global population, around infallible
morals & values such as the protection of the masses. Given that the landscape for
public health & safety is ever-evolving, Live Nation Entertainment, and all other
business entities for that matter, would be masterfully adept to adjust their strategy
accordingly and focus on the fundamentals. Ensuring to incorporate marketing
strategies that communicate with both the technologically advanced generation as
well as those geared to more analog methods will be the best way to capture the
largest possible target audience. A campaign that is forged in morality, thrives
through transparency, and displays an honest communal stance at every turn will
assuredly yield the sought after successes.

45. References
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50. Media Contributions
mixkit.co
unsplash.com
pixabay.com
pexels.com