Magical Mystery Festival Digital Marketing Pitch

Running Head: COMPANY OVERVIEW AND RESEARCH 1
Magical Mystery Festival:
Marketing Strategy
Mikayla Bergquist
Dan Spellman
Full Sail University

COMPANY OVERVIEW AND RESEARCH 2
Business Concept Overview
The Magical Mystery Festival is a Beatles tribute festival unlike any other before. Over
50 years after The Beatles broke up, their music is still relevant and popular and tribute bands are
inevitable. The Magical Mystery Festival’s goal is to create the gold standard for Beatles tribute
concerts and bands. Most tribute concerts that already exist are indoor concerts that tend to feel
stuffy and more like a Broadway reenactment of The Beatles. The goal of this festival is to strip
away the costumes and focus more on the music and experience. We will be an outside festival
that will offer workshops, psychics, vendors, food trucks, beer and alcohol, and more.
 Business Location: The venue the festival will take place at will be the Jay Pritzker
Pavilion in Chicago, Illinois. According to Spotify, Chicago is one of the only places
in the United States with enough listeners to be on the top five ‘Where People Listen’
list on The Beatles Spotify Page, (2020).
 Type of Marketing: The marketing will be business to customer and business to
business. We’ll have a marketing campaign for the festival attendees and a separate
one for the vendors and food trucks.
 Products and Services: We will have four different ticket options for the customers
to choose from. The general admission tickets will be priced at $45, the back of the
seating section will be priced at $55, the front seating sections will be priced at $65,
and the VIP option will be priced at $80 and will include early entry and
complimentary poster from the festival. We will also have vendor booths and food
truck spaces. The vendors and food trucks will pay a flat fee of $200 and the food
trucks will also be charged a 10% commission on all sales they make at the festival.

Competitive Analysis
The three competitors we identified are RAIN- A Beatles Tribute, Beatles Night, and The
Fab Four. RAIN is a Beatles tribute tour that is booked with William Morris Endeavors, Beatles
Night is a small three-day event put on in Portland, Maine, and The Fab Four is a tribute band
that works with Agency for the Performing Arts. There are many more competitors as The
Beatles will always have tribute bands but RAIN and The Fab Four are our biggest competitors
and Beatles Night is worth mentioning since the idea for this festival came from working at this
concert.
RAIN- A Beatles Tribute
Traditional & Digital Marketing
Channels
https://www.raintribute.com/rain/performers.html
 They have a newsletter sign-up when you open their
website.
 RAIN posts promotional pieces for their upcoming
shows on all their social media.
Social Media Twitter: @RainTrubute
Facebook: @RainTribute
Instagram: @RainTribute
Youtube: RAIN: A Tribute to the Beatles
Marketing Strengths They have a very strong online presence with a
professional-looking website and all of their images are
professionally taken.
Marketing Weaknesses RAIN could work on getting mentioned in magazines and
online articles a little more to draw even more attention to
their concerts.

The Fab Four
Channels
https://www.thefabfour.com/
 The Fab Four markets their current live stream
shows on their social media platforms.
 Before COVID-19 they marketed all their shows on
their social media.
Social Media Twitter: @FabFourBand
Facebook: @TheFabFour
YouTube: FabFourVideos
Marketing Strengths They have a fairly strong online presence, although, they
could add an Instagram account to their social media
accounts. Their website is professional-looking and seems
to be updated very frequently. They have a fairly good
amount of media coverage with many online articles calling
them the best Beatles tribute band.
Marketing Weaknesses They have a good social media presence; however, they
should create an Instagram account to reach every possible
market because many people don’t use Twitter or Facebook.
They could also add a newsletter sign-up on their website
for their fans that might want something like that.

Beatles Night
Channels
No Website.
The only form of marketing is on the venue’s website,
posters outside of the venue, and radio advertisements.
Social Media No Social Media.
Marketing Strengths Beatles Night in Portland, Maine is somehow very
successful without any real form of marketing techniques in
place and this is solely from word of mouth. They have
been covered in many magazines including The Rolling
Stones, which helped draw attention to the concert.
Marketing Weaknesses Their weakness is that they don’t have any website or social
media that they could utilize to better market their concert.
Target Market
Our target market for this festival will be 18 to 29-year-olds. According to Johnson, this
age group accounts for 47% of The Beatles Spotify listeners (2019). Our target market is young,
free-spirited people in Chicago with an interest in political movements and like to spend their
time hanging out with friends doing things in nature like hiking, going to the park, and
swimming. Our secondary market will be people who listened to The Beatles in their childhood,
who want to experience a nostalgic festival experience. This target market will be around 55-65
years old and will likely be the people who will be spending extra for the seated sections at the
festival. This secondary segment consists of parents and grandparents who are starting to retire
or nearing the end of their careers. These people will be looking to explore with hobbies and

finding new interests in the second half of their lives and might want to relive their childhood at
a festival like this.
For our business-to-business marketing, we will have many different types of vendors we
will be targeting. Our first target will be food trucks in the Chicago area. We would preferably
choose to have specific food trucks that are highly regarded in Chicago such as The Fat Shallot,
The Happy Lobster, Piko Street Kitchen, and Beavers Donuts which are talked about in the
article, The 18 Best Food Trucks in Chicago (2019). Ideally, we will have a mix of different
types of food to make sure we satisfy every potential craving our festivalgoers might have. We
will also be targeting local craftsmen, painters, and other small businesses who could use our
festival as a platform to spread their brand awareness and generate sales. The last target market
we will need to market towards is psychics, palm readers, and gurus. All of these different target
markets will be small business owners trying to grow their businesses and maintain the level of
income they need to continue having success as a business.
Digital Properties
 Domain Name: magicalmysteryfestival.com
 Social Media Accounts: We will have Instagram, Facebook, and Twitter accounts. They
will all have the same name @MagicalMysteryFest to streamline the accounts and to
make it easier for customers to find our social media.
 External E-Commerce: We will not have any external e-commerce accounts, the only
items that will be sold online will be t-shirts, posters, and potentially sweatshirts as well.
These items will be sold directly through our website and we will partner with PayPal to
receive payments online and our merchandiser will be in charge of packing and shipping
online orders until we are big enough to hire a team to do this.

 Mailing Lists: We will use Mail Chimp for our newsletter subscription, and we will have
a sign-up page on our website for our most avid customers.
SEO Techniques and Keywords
Our main SEO strategy will be on-page optimization, but we will also work on off-page
optimization. The first SEO technique that we will utilize is the alt text technique for the images
we use of the website, especially if we use any images of The Beatles, however, I am unsure if
we will be able to use an image of them without first getting permission. We will also use
keywords and key phrases for better optimization. We will use keywords and phrases within the
text on the website's pages and we will focus on using synonyms to ensure we are catching every
possible combination of words that could bring people to our site. Along with this, we will also
use our keywords and phrases in the meta description at least once. We will also incorporate a
commonly asked questions page on our website to help us include some of our long-tail phrases
into the text of our website. Some of the keywords, key phrases, and long-tail phrases we will
utilize include the following:
 “The Beatles”
 “The Beatles Festival”
 “Magic Mystery Festival”
 “The Beatles Magic Mystery
Festival”
 “The Beatles Chicago”
 “Chicago Mystery Festival”
 “When is The Beatles festival
in Chicago”
 “Tickets to Magic Mystery
Festival”
 “How much are tickets to
The Magic Mystery Festival”
 “How to be a vendor at The
Magic Mystery Festival”
 “Is The Magic Mystery
Festival all ages”

Running Head: COMPANY OVERVIEW AND RESEARCH 8
 “What time is The Magic
Mystery Festival”
 “Magic Mystery Concert”
 “How much does it cost to be
a vendor at The Beatles
Festival Chicago
We chose these long-tail phrases because I know when looking for tickets to a concert or more
information about a concert, I will google my question and hope that it will show me the best
page to find the information I am looking for. After asking a few friends what they would look
for about the festival from both perspectives as a vendor and a concertgoer, we were able to
come up with these long-tail phrases, keywords, and key phrases.
Campaign Objective
The goal for our marketing campaign for The Magical Mystery festival will be to
increase our brand awareness and to promote the sales of tickets. We will also have a marketing
campaign for our business-to-business side of our operations and the goal for this campaign will
be to get businesses interested in purchasing a vendor spot at the festival. The festival will take
place on July 15, 2023. Our business-to-business marketing campaign will start seven months
before the festival takes place and the business-to-customer campaign will start six months
before the festival.
Marketing Channels
Business-to-Customer Marketing
We have decided that for our business-to-customer marketing campaign we will utilize
search engine optimization, social media, and social media ads for our digital marketing
channels. We will also use traditional marketing channels including radio advertising at local
stations in the Chicago area.

MAGICAL MYSTERY FESTIVAL MARKETING STRATEGY 9
Search Engine Optimization
We will use search engine optimization tools available on our website building site to
help us gain the best results with our website and to gain the most web traffic we possibly can
get. We will design our website to have keywords and key phrases throughout the website and
will make our website flow as best as possible to retain any users who click on our site. This
will help us by making it easy for potential customers to find us after seeing our other marketing.
This will also help us by making it easy for potential clients to find us if they are just online
looking for new experiences like ours. Our call to action for this marketing campaign will be in
the subheadings on search results, one being ‘Buy Tickets’ and the other ‘Become a Vendor’.
We will keep customers coming back to the website by adding a news page that will be updated
at the very minimum, weekly to keep people coming back and engaged.
Social Media
For our social media marketing, we will create Instagram, Twitter, Facebook, and
YouTube accounts. We will post all of our promotional material on these accounts along with
other posts such as pictures of the artists that will be performing, a picture for each vendor or
food truck we sign to be at the festival, and other behind the scenes leading up to the festival.
These efforts will help us create a brand image and awareness and will help gain followers for
our brand. Each post we make will have a different call to action, but our most frequent one will
be to use the link in our bio to buy tickets from our website. We will optimize our social media
by posting frequently, but not so frequently that we bombard our customers with posts. We will
also make sure to have unique content on each social media site to tailor to the market we think
we are reaching most with that specific site. For example, Facebook will be more tailored for
our older secondary target market, while Twitter and Instagram will be geared towards our

younger audience. According to Cyca, you should be posting different content on each of your
accounts to create more engagement (Cyca, 2020). By posting different content on all of our
social media platforms we will encourage people to follow them all and it will keep people
coming back for more.
Social Media Ads
We will hire a marketing consultant and videographers that will help us curate special
content to become paid advertisements on Instagram, Twitter, Facebook, and YouTube. These
advertisements will be a mixture of videos, photos, posters, and more. Each advertisement’s call
to action will be a link to our website that will bring customers to the page where we will have
the tickets for sale. Social media ads are one of the top ten ways to increase the number of
people viewing your content (Lua, 2021). For this reason, we believe these paid ads will help us
reach new customers that our regular social media posts wouldn’t. We will optimize our
marketing with Facebook’s marketing tools to target people within four hours of Chicago and
people who have shown interest in music festivals and other related content on Facebook and
Instagram.
Radio Advertisements
Our radio advertisements will start to play about four months before the festival on local
radio shows in the Chicago area. We will contact the most popular radio stations in the area and
have them play scheduled radio ads for our festival as well as a few free tickets to our show to
give out during their radio shows. This will help us by getting our awareness up in multiple
ways. Giveaways are often used to boost website traffic and even can increase social media
followers, engagement, build email lists, get referral sales, and more (Paxton, 2020). We will
build awareness with the scheduled ads and we will build excitement with the ticket giveaways.

These ticket giveaways might even generate a good number of sales from people who wanted to
win the tickets, but sadly didn’t win any. During our scheduled advertisements we will tell the
listeners exactly where to go to buy tickets and we will also have the radio hosts tell listeners
where to buy tickets before, during, and after their giveaway contests. We will keep people
engaged with the ticket giveaways and keep them listening in for more of them.
Business-to-Business Marketing
Our business-to-business marketing will use email marketing, affiliate marketing, and
paid search marketing. Our traditional marketing for this campaign will include direct mail
marketing to specific vendors we have researched and think would be good fits for our festival.
Email Marketing
We will utilize Mailchimp for $51.99 per month for our email marketing campaign.
During this campaign, we will target local businesses and food trucks that could become
potential vendors at our festival. This will help us by directly targeting businesses and raising
awareness of our festival. We will be able to highlight all the reasons they should want to be a
vendor at our festival and all the great things it can do for their business. This marketing
campaign will be a great way for us to sell ourselves as a great opportunity that a business should
jump at the chance to participate in. In the email, we will have a direct phone number to contact
us to learn more or leave a voicemail to receive a callback. There will also be an option to click
on a link and fill out an application and get contacted later after review. We will optimize our
marketing efforts by utilizing some of Mailchimp’s behavior targeting and purchase behavior
technology to target the businesses most likely to want to participate in the festival. We will
have a designated team member curating different content to put in these emails so that it won’t

be the same email every time to keep people interested in the festival and the opportunity it
creates for them.
Affiliate Marketing
We will utilize affiliate marketing software to help market our vendor opportunity. This
will help us reach businesses that our email marketing may not reach and vendors that we might
not have even thought we could attract. The affiliate marketing will link users to our website
where they will be able to learn more about the opportunity and how to apply to be a vendor.
We will utilize the technology included in the affiliate marketing software to market towards
business owners in the Chicago surrounding areas. We will keep customers engaged with a
multitude of different advertisements that will engage potential clients.
Paid Search Marketing
For this marketing campaign, we will utilize a pay-per-click campaign. We will utilize
JumpFly as our PPC management team. This will target people looking for vendor opportunities
and other similar opportunities that we will be offering. This will be very helpful because we
will be targeting people who are already looking for something like our opportunity. These
advertisements will be very similar to our affiliate ads and they will link users to our website to
learn more about the opportunity and how to apply to be a vendor. This campaign will be
optimized by targeting people who are actively looking for or have in the past looked for vendor
opportunities in the Chicago area.
Direct Mail Marketing
We will conduct market research to find our optimal vendors and food trucks for the
festival and the first round of direct mail marketing will be sent to these individuals only. This
will be the first marketing channel to start the marking process. Two weeks after the letters are

sent to the businesses we are targeting in the first round, we will conduct a round of follow-up
phone calls to these targeted businesses to assess their interest. After this first round of follow-
up phone calls, we will start sending our letters to the second round of businesses that we have
researched. Our direct mail marketing will be limited to high-profile vendors and food trucks
that we believe will be good fits with our festival.
These efforts will help us by targeting our preferred vendors and food trucks and making
them understand that they are part of a handpicked few that are receiving these invitations. We
will capture our potential customers' attention by designing these letters as invitations. We will
have a direct phone number to reach us and learn more about the opportunity. The invitation will
also include a QR code that will bring them to an exclusive application page. This application
will only be accessible with the QR code and will be separate from the one that people will find
on our website.
Content Strategy
Our content strategy will include a multitude of platforms and content. On our social
media we will post anything and everything we think the viewers might enjoy seeing without
over-saturating their feed. We will limit ourselves to one post per day and we will require
ourselves to post at least three times per week since most studies indicate that these are the
optimal maximum and minimum number of posts you should make for maximum engagement
(Myers, 2020). We will post every vendor and food truck that we sign to be at our festival to
increase the excitement for the festival and show customers what will be there when they arrive
the day of. We will also tweet about our progress in planning the festival. We will post about
and do paid social media advertisements for the merchandise we will have available at the
festival. We will advertise these as festival exclusives so that if people want to get them, they

have to come to the festival. We will also post the festival posters, videos of the band practicing
before the festival, and much more. For our direct mail and email marketing, we will be trying
to sell ourselves as a great opportunity for the vendors and food trucks. The direct mail will look
more like an invitation than us selling, while the email marketing will be more of use selling the
brand.
See appendix 1 for content strategy timeline and appendices 2, 3, and 4 for content mockups.
Integrated Marketing Strategy
Our main goal as a company is to bring people together in a community environment
where we can forget about our differences and “come together” as The Beatles said. We will
work to integrate this message into our marketing efforts as best as possible. We will emphasize
building a community at the festival when marketing to our customers and could potentially use
the song “Come Together” by The Beatles for our marketing campaign. We will also ask
vendors to help us build a community at our festival by participating as a vendor. We will time
our social media posts to be posted within the same hour of each other and have our paid social
media ads with similar messages running at the same time. We will update our paid social media
ads frequently to reflect the type of posts we are making currently.
Campaign Budget
The overall total cost for our two marketing campaigns is estimated to be $38,325. With
this estimate, we were able to come up with a total marketing budget of $39,500. We have
added an extra $1,175 to our budget in case we need to hire photographers or run into any extra
expenses. According to WebFX, it costs an average of $7.19 per 1000 impressions for
Facebook, $7.91 per 1000 impressions on Instagram, and $9.68 per 1000 impressions on
YouTube. If we plan to reach 1000 people on each platform every other day this would cost us

$4,460 (“How Much Does Social Media Advertising Cost in 2021,” 2021). We also found that
SEO services will cost about $750 per month, (“SEO Pricing,” 2021). Through research, we also
found that radio advertisements in Chicago will cost approximately $4,000 per week (Olmstead,
2020). We plan to do a four-week campaign on the radio before the festival giving us an
estimated cost of $16,000 for radio advertisements.
After researching how much custom printing will cost, we have found that custom invites
will cost $53.99 for one hundred from Staples, the custom envelopes will cost $75.95 for one
hundred from Envelopes.com, and for one hundred stamps it will cost $55. This means it will
cost us $184.94 for our direct mail marketing. For our email marketing, we will be utilizing
Mailchimp’s services which will cost $14.99 per month or $179.88 for the whole year
(“Mailchimp Subscription Plan” n.d.). Our paid search marketing will cost about $1,000 per
month and we plan to run this campaign for eight months costing us $8,000 and will be the most
expensive of our business-to-business marketing tactics (Shewan, 2021). We also expect to
spend $500 upfront plus $100 per month for our affiliate marketing plan (“Affiliate Marketing,”
2020).
See appendix 5 for chart and graph.
KPIs
Search Engine Optimization
Objective: The objective of search engine optimization is to increase our web traffic and get our
website higher on search results.
Goal: The goal is to increase the number of people visiting our site and increase the amount of
time they spend on the site once they get there.

KPI: The KPIs for this objective will be the number of website visitors and the average time
spent on the website.
Target: The target for website visitors will be a monthly growth rate of 15%. Another target we
will have will be an average of three minutes spent on our website. The industry standard for a
good average session duration is two to three minutes (“7 Website Analytics,” 2020).
Social Media
Objective: The objective of our social media campaign is to increase our brand awareness.
Goal: The goal is to increase engagement with our social media.
KPI: The KPI for the social media campaign will be the interaction with our posts i.e., likes,
comments, and shares.
Target: Our target will be 50 interactions with each post we make on each social media platform.
Social Media Ads
Objective: Our objective with social media ads will be to generate sales.
Goal: The goal is to get people to use the link in the social media ads to go directly to a page to
buy tickets.
KPI: The KPI for this objective would be the number of people who use the link to buy tickets.
Target: The target for these ads is to increase our ticket sales by 20%.
Radio Advertisements
Objective: The objective of the radio advertisements is to increase sales.
Goal: The goal is for people to hear our advertisements and go online and purchase tickets.
KPI: Our KPI for the radio advertisements is measuring if there is an increase in ticket sales after
the radio ads start playing.

Target: According to Hill, “radio advertising creates an average sales uplift of 9%” (Hill, 2018).
For this reason, our target will also be a sales increase of 9%.
Email Marketing
Objective: The objective of our email marketing is to increase the number of vendors we have
signed to be at our festival.
Goal: The goal is for a business owner in the Chicago area to receive one of these emails and
sign up using the form linked in the email or call us to find out more about the opportunity.
KPI: Our KPI will be the number of people signing up from these emails.
Target: According to Duò, the average conversion rate for email marketing is 1.22% (Duò,
2021). For this reason, our target will be to have a 1% conversion rate as well.
Affiliate Marketing
Objective: The objective of the affiliate marketing campaign is to increase the number of
applications we’ve received from vendors.
Goal: The goal is for a small business owner to see our advertising efforts and to click the link to
apply to be a vendor.
KPI: The KPI will be the number of applications we receive from this unique application form
these advertisements link them to.
Target: Our target will be to have 10% of our vendors coming from our affiliate marketing.
Paid Search Marketing
Objective: Our objective with the paid search marketing is increasing to increase the number of
applications we’ve received from vendors.
Goal: Our goal is for local business owners who are interested in becoming a vendor at an event
to see our advertisements and apply to be a vendor.

KPI: Our KPI for the paid search marketing will be the number of applications we receive from
the unique forms linked to the advertisements.
Target: The average conversion rate for business-to-business paid search advertising is 3.04%
(Irvine, 2020). Our target will be 3% of people who see the advertisements, apply to be vendors.
Direct Mail Marketing
Objective: Our objective with our direct mail marketing will be to gain our optimal vendors for
our festival.
Goal: The goal is to sell ourselves to these small businesses as a great opportunity for them and
to get them excited to be a vendor at our festival.
KPI: The KPI will be how many callbacks we get and how many use the QR code to apply.
Target: Our target is to get at least 50% of our vendor list for the festival from our direct mail
marketing combined with phone marketing.
Analytics
We plan to use various forms of analytics to measure the eight types of marketing tactics
we plan to utilize. For our search engine optimization tactic, we plan to utilize google analytics
to see how people are finding our website, how long they are staying on the website, and if they
are repeat visitors or new ones. For our social media marketing and paid social media marketing
we will utilize the analytics provided by the social media services to measure engagement levels,
who our followers are, and other things like the time-of-day posts get the most engagement.
When the radio advertisements start airing, we will closely monitor Google analytics to see if
there is a noticeable increase in website traffic and an increase in sales. For email marketing, we
will use the analytics that comes with the MailChimp services we will be utilizing for the
campaign. We will also have a unique link to an application that will tell us where they learned

about the opportunity so we can know which marketing venture successfully brought this
application to us. We will do this for the paid search, affiliate, and mail marketing as well so that
we can know which marketing campaign brought this vendor to us. We will also ask any
potential vendor we speak to on the phone where they heard about the opportunity to assess
which marketing channel successfully brought them to us.

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brand_BMM_Desktop&utm_content=Social-Media-
Advertising_Exploring&kenid=_k_Cj0KCQjwjPaCBhDkARIsAISZN7TtOh1lc6LMhD6rI
ODn8JPidNKE40oAX7Xh--mJOXGT1CsW5-
oXjtgaAqD4EALw_wcB_k_&utm_term=%2Bsocial+%2Bmedia+%2Btargeted+%2Badve
rtising&utm_ct=EVG&gclid=Cj0KCQjwjPaCBhDkARIsAISZN7TtOh1lc6LMhD6rIODn
8JPidNKE40oAX7Xh--mJOXGT1CsW5-oXjtgaAqD4EALw_wcB
Twitter Tamale Spaceship. (n.d.). Retrieved March 12, 2021, from
https://twitter.com/tamalespaceship

Appendices
Appendix 1: Content Strategy Timeline

Appendix 2: Instagram Mockup
This first mockup is an example of the type of content we would post when we sign a new
vendor to our festival. We would likely post this content on all social media platforms, however,
for this example, we chose to show it posted on Instagram.

Appendix 3: Twitter Mockup
This mockup is an example of the type of content we would post once we finalize the design for
our merchandise. This content would also likely be posted to all social media accounts,
however, we chose to show this one on Twitter. We also wouldn’t post all of our finalized
merchandise all at once, we would likely space those posts out to give us more content to post.

Appendix 4: Direct Mail Mockup
Back Front
This is an example of our direct mail marketing. This would be printed on cardstock and sent
out to only our top picks for the festival as an exclusive offer before any other marketing takes
place for vendors.

Appendix 5: Marketing Budget Breakdown
Expense 12-Month Cost Running Total
Paid Social Media Advertisements $ 4,460.40 $ 4,460.40
Search Engine Optimization $ 9,000.00 $ 13,460.40
Radio Advertisements $ 16,000.00 $ 29,460.40
Direct Mail $ 184.94 $ 29,645.34
Email Marketing $ 179.88 $ 29,825.22
Paid Search Marketing $ 8,000.00 $ 37,825.22
Affiliate Marketing $ 1,300.00 $ 39,125.22
Paid Social Media
Advertisements
11%
Search Engine
Optimization
23%
Radio
Advertisements
41%
Direct Mail
1%
Email Marketing
1%
Paid Search
Marketing
20%
Affiliate
Marketing
3%
12-MONTH BUDGET

Magical Mystery Festival Digital Marketing Pitch

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