Good vibes critical analysis report & e marketing strategy proposal

Critical Analysis Report &
E-Marketing Campaign Proposal
Good Vibes Festival Malaysia
Group: Good Vibes
Group Leader:
Abdul Hannan Affiq 1131122434 whoisafiq@gmail.com
Group Member
Ewuradwoa Ahwoi 1122701632 rahwoi@yahoo.co.uk
Muhammad Adzeem 1121119010 madzeem@yahoo.com
Muhammad Raydi Koto Cham 1131121234 raydicham@hotmail.com
Nurlina Mohamed Tamim 1131122369 linateelittle@gmail.com
Submission Date : 16/7/2014
Subejct : MAD 1033 Marketing

GoodVibes Festival Malaysia

I Good Vibes Malaysia Festival Proposal 2014
Contents
Part I. Critical Analysis Report 1

1. Good Vibes Festival Malaysia 2
1.1 Screenshots of the official website 2
1.2 List of issues with the website 3
1.3 Supporting research for each issue/problem 3
1.4 Suggestions of solutions for each issue/problem 4
1.5 Other E-marketing methods done by Good Vibes Festival 4
1.6 List of issues/problems with e-marketing methods used by the
event in previous promo activities & Suggestions of solutions
for each issue/ problem 10
2. Competitor Studies: Urbanscape 11
2.1 Screenshots of the e-marketing campaign 11
2.2 What made it successful? 13
2.3 Conclusion from the competitor studies 14
2.4 Improvents 15
Part II. E Marketing Campaign 16
1. Situation Analysis 17
1.1 The Event 17
1.2 SWOT analysis of the event 18
1.3 Audience and customer analysis 20
1.4 Competitor analysis 20
2. Objective setting: Goals and KPI’s 22
2.1 Mission and vision of the event 22
2.2 Goals, KPIs, web analytics and objectives 22

II Good Vibes Malaysia Festival Proposal 2014
Contents
3. Strategy: Achieving the goals 24
3.1 Unique sellling proposition 24
3.2 Engagement and content strategy 24
4. Tactics: Digital Marketing 26
4.1 ReachIng target audience 26
4.2 Achieve conversion to marketing goals 26
4.3 Building customer and fan relationships 27
5. Team Work Delegation 29
5.1 Work delegation 29

Part I. Critical Analysis Report

2 Good Vibes Malaysia Festival Proposal 2014
1. Good Vibes Festival Malaysia
1.1 Screenshots of the official website
Good Vibes Festival 2014 official website before launching the line up.
Good Vibes Festival 2014 official website after annoucing the line up.

1.2 List of issues with the website
• There is no suscribe by email before and after the launch.
• Before launching the line up the website was closed (coming soon) resulting in a very limited
of information. With no suscribe by email, audience might forget about the event itself.
• During the coming soon website page (before opening the website) the design was exciting
even though is not as exciting as last year poster. When they finally launch the website, it lost
all the excitment in term of the design. Due to the template design of the website.
• The website is not open through out the year, resulting a very limited information regarding
the previous events.
• One of the social media button is not hyperlink correctly.
• With the current template, the website become dull and not exciting.
1.3 Supporting research for each issue/problem
Research: By using email support www.constantcontact.com, mailchimp.com,
activecampaign.com it is possible to launch a newsletter to the suscriber online.
Research: By refering to the latest website trend information website awwwards.com,
hongkiat.com, behance.com it is much more easier to find a suitable design for music
concert website.
Research: By having the website accessible and online through out the whole year. The
audience can get the information about the past events anytime.
Research: By having a incorrect hyperlink it will put off the audience interest of exploring the
website further and it create a unprofessional website image.
Research: By refering to the latest website trend information website awwwards.com,
hongkiat.com, behance.com it is much more easier to find a suitable design for music
concert website.

1.4 Suggestions of solutions for each issue/problem
Solution: Create a suscribe email for visitor to get new updates on the event.
• Before launching the line up the website was closed (coming soon) resulting in a very limited
of nformation. With no suscribe by email, audience might forget about the event itself.
Solution: Create a suscribe email and updates with various exciting news.
Solution: Fix the template design and follow the scroll down website design.
Solution: Open the website through out the year.
Solution: Fix and make sure to have everything in order before they launch the website.
Solution: Brainstrom more on website design as a reference.
1.5 Other E-marketing methods done by Good Vibes Festival
Good Vibes Festival 2014 in Google search.

Good Vibes Festival 2014 in Google search.
Good Vibes Festival 2014 official Facebook page.

Good Vibes Festival 2014 official Twitter page.
Good Vibes Festival 2014 official website instagram page.

Good Vibes Festival 2014 official Youtube.
Good Vibes Festival 2014 official Youtube.

Good Vibes Festival 2014 in Future Sound Asia.
Good Vibes Festival 2014 in Songkick.

Good Vibes Festival 2014 in Boxtix.
Good Vibes Festival 2014 in Concertkaki.

1.6 List of issues/problems with e-marketing methods used by the event in
previous promo activities & Suggestions of solutions for each issues/problem
• Need more image centric content
Solution: Need to create an image centric content social media like pinterest or path
• Need more promitional video
Soultion: Various of videos can convince the audience for the coming event.
• Lack of interesting post on Facebook
Solution: Facebook fans like to share anything on facebook. by generating an informational
and eye catching post. Fans most likely to share the post.
• Retargetting the advertising
Solution: Retarget the audience for the specific age group.
• Need more advertising on different music website
Solution: Music lovers uses various online music player like last fm, grooveshark, spotify,
sound cloud by posting an advertising in the music website will create a good targeted
audience.

2. Competitors Studies: Urbanscape
2.1 Screenshots of the e-marketing campaign
In order to create a successful e-marketing campaign, a good case study example plays a
substantial role. Urbanscapes is the best case study example of an event with good e-marketing
campaign.
Listed below are the screenshots of the e-marketing campaign by Urbanscapes:
Urbanscape official website before launching the line up.
Urbanscape 2014 official Facebook page.

Urbanscape official Twitter page.
Urbanscape oficial instagram official page.

2.2 What made it successful?
• Responsive Website
Urbanscapes has a very responsive official website that provides audience with the festival
information, Flat UI Design applied to the website makes it load faster. Gallery were provided for
visitors to revisit memories of the previous event. They also keep the website online for all year
long and constantly update on the latest news and announcement.
• Good collaborations
Urbanscapes collaborated with Ministry of Tourism Malaysia that enables them to be listed in
one of Malaysia’s Major Event and got featured in Visit Malaysia Year 2014 official website, thus
contributed to the success of Urbanscapes. Moreover, Urbanscapes collaborate with MyTeksi,
Malaysia’s taxi booking service to ensure the visitor were equipped with the best accommodations.
• Fully Utillize Social Media
Urbanscapes has a strong following on all of their social media platform. They have fully utillize
as a platform for all of their digital marketing campaign. Digital marketing content provided
through their social media includes photos and videos of the previous event. They also regularly
post updates on their social media even after the event.
• Satellite Shows and Showcases
Before every Urbanscapes, the organizer will run two or three smaller event prior to the main
event acting as a promotional called Satellite Show. Visitors were offered to buy bundle tickets
that enable them to attend the Satellite shows including the main event. Visitors who bought the
tickets during its early bird sales will enjoy up to 30% discount on the ticket price. In 2013,
Urbanscapes organize 2 Satellite Shows that include performance from bands like Mew,
Explosions in The Sky and Metric. Besides Satellite Shows, Urbanscapes also frequently organize
road shows or showcases at higher level education institution to reach their target audience. For
instance in 2013, Urbanscapes organize a showcase at Taylor’s University Lakeside Campus to get
increase awareness about the event.
• Audience engagement
Urbanscape has excellent way to engage with the target audience. They are provide feedback
and response towards complains. For instance in 2013 there are reported rashes/ irritation during
the event by the audience. Many people complain on the Urbanscape social media platform they
answers all the questions. Moreover they frequently provide interesting contents in their social
media platform.

They are also numerous creative audience who shares their experience from the previous event
by posting videos through Youtube and Vimeo and photos across Instagram.
Urbanscapes organize a showcase at Taylor’s University Lakeside Campus to get increase
awareness about the event.
2.3 Conclusion from the competitor studies
There are a number of points that we can learn and apply such methods to our project for a
better marketing strategy such as:
• Collaborating with famous media broadcasts and websites
One of the most effective marketing method to spread the news is by commercialize the event
not just via media broadcasts but also other related websites (eg: TimeOut Kuala Lumpur) with
mutual interests which can also pull people’s attention.
• Creating a well bargain offers through public transportation
A smart marketing way of promoting the event by offering a cash back or rebates upon turning
up to a particular event via collaborated public transportations as in this case MyTaxi offers a
rebate of RM10 to whoever is using their taxi service to Urbanscapes Festival.
• Campaigns in Universities
Suiting to the target audience, by holding campaigns in selected universities to promote and
spread the news about the particular event.
• An on-the-go promotion
A mobile campaign moving from one place to another for a short period of time to promote and
advertise about the upcoming event will definitely catch people’s attention randomly.
• Free admission for kids under 12 years old
It is somehow a major turn-off to parents of small kids and toddlers to actually buy tickets of say
RM100+ for themselves and their children with the same price just for the sake of bringing them
along which whom their children actually don’t even care about the event. Offers like this, also
pulls these kind of customers to not worry about their children’s admission fee and just enjoy the
party.

• Pulling international crowds
Putting in international acts other than local acts are a good idea. However, channeling and
spreading the news internationally is also quite crucial as international acts have their own fans
outside this country too. Thus, pulling them international crowds to come over and join this huge
party together.
2.4 Improvements
• Login/Register or Login via Facebook button or site. It’s easier to people (user) to connect or
contact to the organizer. Or can be separated the user by category: vendors, maintenance,
normal people, and artist.
• Add more info“how to purchase for advance sale info”for upcoming ticket since they
(urbanscape) already become major event every year.
• Add and promote Spotify create a playlist who going to perform for the event or playback
some artist who had perform for the event last year to make people remembrance the sweet
memories they had.
• Create a special button / site for“LOST & FOUND”. Every year the organizer and the people
facing the same problem. The organizer/management should create a special team to in
charge, maybe its look like a minor problem but its can be show how the organizer/
management care about the people.
• Add some History; put some photo or videos of the past year event to show how great,
happy and remarkable memories while seduce the people to come the event every year.

Part II. E Marketing Campaign

1. Situation Analysis
1.1 The event
Good Vibes Festival is an annual event which involves of many talented local and international
performers which includes bands, solo act, and dj’s along with various creative booth that offers
numerous kind of interesting activities. Organized by Future Sound Asia, this event was first held
in 2013 at Sepang International Circuit. This art and music festival focused mainly towards rock
music, which includes many sub-genre of rock music like Indie-Rock, Alternative Rock, and
Post-Rock. Good Vibes Festival succeed to bring many legendary 90’s Alternative Rock band to do
a debut performance in Malaysia, like Smashing Pumpkins and Modest Mouse. They also do not
forget to bring newer bands like Ash and Japandroids in order to favor more on younger
audience.
In more recent year, Good Vibes Festival also focused on more internationally recognized pop
artist like Ellie Goulding to add more heat into their line up and create more buzz. This can
expose Good Vibes Festival towards more mainstream music listeners. Empire of the sun, a
notable American Indie-Rock band is added in the line up for 2014, this is to favor the increasing
Indie-Rock genre listeners especially among teenagers and young adults.
This event has been a strong support towards young local talent. It aims to highlights and give
exposure for new talents to be more comercially recognized It is also aiming to uplift local music
industry as the same level as international music scene.
Many booth set up by various independent vendors that offer plentiful foods and beverages,
wide selection of local brand apparel, interesting arts and crafts for all the visitors. With the
emergence of numerous fresh independent local apparel, Good Vibes Festival has increased
attention of local vendors with interests of gaining brand awareness and acknowledgement.
The organizer, Future Sound Asia also organized several other events and festival that focused
mainly towards Electronic Dance Music. Good Vibes Festival were the first event by Future Sound
Asia that highlighted Rock and Alternative music genre. Good Vibes Festival is not to be mistaken
with Australia’s Summer Festival, Good Vibrations Festival.
Good Vibes Festival become addition in the variety of festivities and events in the celebration of
Visit Malaysia Year 2014 calendar.

1.2 SWOT analysis of the event
• Strengths
Future Sound Asia as the organizer is one of the biggest strength of Good Vibes Festival. Known
as Malaysia’s leading music experience company which started in 2001, they have organized
numbers of successful high-scale event. With an experienced team, they are dedicated to create
the best event production according to their specified target audience. Strong and notable
organizer is crucial in ensuring the event’s success.
Moreover, the concept of Good Vibes Festival as an event is relevant and matched all the criteria
that suits to current flavour and taste. As people’s interest are moving towards hip, urban and
cool festivals, the concept of Good Vibes Festival is one the strength they have acquire.
As a new event, Good Vibes Festival is fresh, up-to-date, hip and able to create curiosity and
interests of a wide range of audiences; from young adults to adolescence.
Good Vibes Festival’s Line up consisting of notable international and local bands and artists that
are available across the popular music streaming platform and social media.
As a music event, Good Vibes Festival enjoys attention from individuals of diverse race, culture
and background. The event can gather everyone in one big party.
• Weaknesses
Good Vibes Festival lacks of interesting content that are able to create interests for audience and
increase engagement between organizer and audiences in their social media platform. They also
have low activities and engagement on social media platform prior to the event. Facebook and
Instagram only used as image gallery of the previous year event.
Good Vibes Festival unable to utilize the music streaming platform. Most of people listens music
online, Good Vibes Festival should utilize the growing popularity of music streaming services like
Spotify and Deezer to increase awareness about the event by creating official Spotify Account for
Good Vibes Festival and sharing Playlist of the Artist and Bands from the Line Up in Facebook and
Twitter.
Good Vibes Festival did not use Instagram to create effective audience engagement. They should
create content that are more appealing to the target audiences like for example posting an
Instavideo of Line Up artist shout out about the event or even popular Instragammers giving
shout out for Good Vibes Festival.
Moreover, other music festivals usually held on the weekend, Good Vibes Festival however will be
held on Friday. This can affect the numbers of people who will be able to attend the event.
Good Vibes Festival unable to discovers and apply new digital marketing (e.g: Augmented
Reality, Location-Based Marketing) in their E-Marketing Campaign

• Opportunities
Good Vibes Festival can fully utilize the growing music streaming services like Spotify, Deezer
and SoundCloud to increase awareness about the event and build audience from all over the
world. Through Spotify for instance, Good Vibes Festival can create official account consisting of
playlists that includes songs from artists and bands who performed during the previous event
and will be performing in the upcoming event.
Good Vibes Festival can produce contents in Instagram in the form of InstaVideo with Artists/
Bands from the Line Up giving shout out to the fans. They can also assign popular local
Instagram user with mutual interests to give reference and post Instagram photos related to
Good Vibes Festival. Moreover, they can use Twitter’s digital advertising functionality such as
Promoted Tweets and Promoted Trends to increase awareness among Netizens on Twitter. As an
addition, Good Vibes Festival can organize Twitter Meetup Session (#TwtUp) where Malaysian
Celebrity or Popular Blogger with mutual interests can participate in gaining confidence among
the audience about the event.
Good Vibes Festival can benefits the currently ongoing“Visit Malaysia Year 2014”campaign by
Ministry of Tourism Malaysia , where many tourists from all over travels to Malaysia during this
period.
Good Vibes Festival can apply new digital marketing methods like Augmented Reality (AR),
Location-Based Marketing to increase audience engagement. Apps like Aurasma and Onvert can
be used to create AR contents. While apps like Foursquare and Waze can be used to approach
Location-Based Marketing.
• Threats
Music festivals in Malaysia is threatens by the strict law which based on the previous experience
has a high risk to be breached and able in resulting cancellation or delays. This situation
decreases interests of International Acts to perform in this country.
Large numbers of new music festivals with better audience engagement and digital marketing
team can threatens Good Vibes Festival.
Other international music festival that provides free Live Stream Broadcasts through Youtube and
BBC iplayer for instance; Glastonbury Festival, Coachella Festival, T in The Park and Leeds &
Reading Festival. This can threatens audience into spending money on paid event like Good
Vibes Festival.

1.3 Audience and customer analysis
Good Vibes Festival mainly targeted towards Young Adults and Teenagers (18-25 years old). They
also try to focus on the Adult Contemporary audience by bringing rock bands from the 1990s like
Smashing Pumpkins and Modest Mouse.
This event gathered various kind of music listeners from rock genre but mainly targeted towards
Alternative Rock and Indie-Rock music listeners. In 2014, Good Vibes Festival set to bring Empire
of The Sun, one of the most notable American Indie-Rock band. Moreover, in 2014 Good Vibes
Festival attempt to approach more mainstream music listener by bringing Ellie Goulding, a
British Female Pop Singer which have many chart topper singles and plantinum-selling album.
Good Vibes Festival’s audience consisted of young people who are either college students or
middle class worker. The ticket prices are affordable for the targeted audience. Mainly, audience
will purchase the tickets during the early-bird session due to it’s cheap price compared to normal
price.
Good Vibes Festival has attracted individuals and group of people that are enthusiastic toward
live music performances, hipster contemporary subculture and voluntary association activities. In
2013, Good Vibes Festival gathered numerous independent vendors such as Kawan Kawan
Rapat Hotdogs, The Potong Ice-cream and many other local vendor at Food Village. There are
also various other vendors that offers variety of local independent apparel, paintings, accessories
and also interesting itineraries.
Despite it’s young age, Good Vibes Festival acquire a big opportunity in becoming a successful
art and music festival driven by effective digital marketing strategy and effective engagement
with the targeted audiences.
1.4 Competitor analysis
Urbanscapes is the main competitor for Good Vibes Festival among many art and music festivals
in Malaysia. Urbanscapes shares the same target audiences as Good Vibes Festival. They also
focused on the same genre of music which is Alternative Rock and Indie-Rock. Urbanscapes has
been held for 12 years. First held on 2002 as KLUE Urbanscapes, it used to be an independent
collective event which gathers enthusiasts from the field of music, arts, fashion and design in a
one creative-arts festival.
The first event was held in Grappa Soho, Bukit Bintang. They have since switched to several
different venues such as KL Sentral in 2004, Kuala Lumpur Performing Arts Centre (KLPAC) in
2008, 2009 & 2010, Padang Astaka in 2011 & 2012 and more recently at MAEPS Serdang.
From a very humble beginning, Urbanscapes has becoming among the Malaysia’s Major Event
and capable of bringing notable Local as well as International Artists and Performers. They
marked their 10th Anniversary in 2012 by bringing Sigur Ros, one of the most prominent act
from Iceland that brings the taste of Post-Rock genre to the audiences. In 2013 saw the biggest

Line Ups ever brought by Urbanscapes with International bands/ performers such as Two Door
Cinema Club, Franz Ferdinand, Tegan & Sara, Last Dinosaurs as well as Local/Regional act such as
Kyoto Protocol, The Impatient Sisters, They Will Kill Us All, Khottal, Sore, Pitahati and many more.
Urbanscapes also focused to highlights young and upcoming talent participated during the
event. Some of the participants also succeed to get recognized and become Internationally
renowned artists such as Abdul Muthalib Musa, a sculptor. Other participants that managed to
gain success Internationally includes Singer/Songwriter, Yuna (performed during Urbanscapes
2008 & 2009) and also Singer, Zee Avi (performed during Urbanscapes 2010).
As years passed by, Urbanscapes has gained strong following. Urbanscapes now capable of
bringing more than 14,000 people with mutual interests of art, music, fashion and design. The
organizers were succeeded in their hardwork of making Malaysia as a creative hub and exhibits
Malaysia’s capability of putting together a world-class event.

2. Objective setting: Goals and KPI’s
2.1 Mission and vision of the event?
The mission of Good Vibes Festival Malaysia are:
• To bring Malaysia music industries to the international level.
• To introduce Malaysia to foreign tourism.
• To support young Malaysian artist in the music and art industries.
The vision of Good Vibes Festival Malaysia are:
• To be number one music event in Southeast Asia.
• To attract and invite worldwide audience to the event.
• To have an iconic place for the event.
• To encourage young adult to be active in music on a positive way.
2.2 Goals, KPIs, web analytics and objectives?
Goals:
• To have 7,000 or more Facebook likes 6 months prior to the event.
• To have 1,000 or more Twitter followers 1 months prior to the event.
• To have 1,000 or more Instragram followers 1 months prior to the event.
• To have 1,000 or more Youtube subscribers 6 months prior to the event.
• To have 5,000 or more view in each Youtube video 6 months prior to the event.
• To have 1,000 or more Spotify followers.
• To have 500 follower on Path
• To have 500 visitor or more in the official website monthly.
• To sell out the phase 3 tickets 1 month before the event.
Key Performance Indicators KPI:
Sales KPI:
Ticket sales met the goal above.
Social Media KPI:
Complete all the likes, followers, subscribers, and view as mention above.
SEO KPI:
Have a high search traffic performance, with a good keyword ranking.

2. Objective setting: Goals and KPI’s
Web analytics:
Analyzing web traffic and keywords ranking weekly to improve the number of visitors. By using
heat map and session replay on the Good Vibes Festival Malaysia, we can track which part of the
website caught the most visitors attention and what part of the website that rarely touched by
the visitors.
Objectives:
• Establish a good relationship with audience in the social media through answers & questions.
• Promote online concert calender platform. Songkick & Boxtix through social media.
• Create a trustworthy advertising by going to campus to campus promotions, 2 months
before the event.
• Create a line up playlist at Spotify and share to social media.
• Create a persuading post on social media.
• Create a step by step/ progress post updates on social media.
• Create an interactive promotional videos on Youtube and post the past concert videos.
• Create a small online trivia questions/ games in return for a free tickets.
• Create an interesting newsletter for registered suscribers.

3. Strategy: Achieving the goals
3.1 Unique sellling proposition
There’s music & mischief for all is their tagline to emphasize the music and festival experience
that audience can expect from Good Vibes Festival. Good Vibes Festival offers festival experience
that is unique than what other festivals has to offer. Supported by Ministry of Tourism Malaysia,
Good Vibes Festival not only focused on providing festival experience for local Malaysians, but
also for everyone that includes tourists. There are many booths that provide local and traditional
cuisine for visitors from all over the world to experience Malaysian delicacies. It is not only
capable of providing good music and festival experience, but also can be a good platform for
foreign tourists to learn about local culture and traditions. There also booths that offer variety
of traditional games that can expose Malaysian Culture to the visitors. To conclude, Good Vibes
Festival is unique because it offers live music and festival experience to the targeted audience as
well as exhibiting Malaysia’s culture to the world.
3.2 Engagement and content strategy?
Good Vibes Festival able to create an effective engagement between the organizer and target-
ed audience by planning an interesting content strategy through their social media platform.
For instance, through Facebook, Q&A Session can be organized for audience to throw questions
towards the organizer on what they could expect from the upcoming event.
On Twitter, competitions such as trivia’s that requires participant to answers or create a slogan
with the Good Vibes Festival unique hash tags can be organized. The most creative slogan or
answers entitled for free passes.
On the other hand, mobile apps can be produced that could also include new digital
marketing method such as Augmented Reality (AR). By using free AR platform such as Onvert,
there are many interesting contents can be produced. Through navigation apps like Waze or
Location-based social networking like Foursquare, many interesting content about Good Vibes
Festival can be applied.
The growing music streaming service can be benefited to increase engagement. For instance,
Spotify can be used as a medium for all audience to get close with the performers by listening
to their albums and memorize the lyrics prior to the main event. Spotify playlist can be
embedded into Good Vibes Festival’s official website and can be shared throughout their social
media platform.
Image-centric contents are proven an effective digital marketing content. Through their social
media platform, organizer can be able to provide infographics, teaser posters and flyers. Flat User
Interface design style can be applied for all digital marketing content associated to Good Vibes
Festival such as posters, flyers, website design, mobile application user interface and interactive
e-mails.

3. Strategy: Achieving the goals
As an addition, through e-mail marketing service, Good Vibes Festival can create interesting
image-centric content such as teaser posters can be send for all potential audience. Newsletter
can also be provided on subscription-based basis.

4.Tactics: Digital Marketing
4.1 ReachIng target audience
• Short clips in social media (eg; Youtube, Instagram)
Uploading teasers and short clips as well as rich media of the up coming Good Vibes Festival
event posted on social media websites such as Youtube, Vimeo, Instagram, Twitter, Facebook etc.
• Twitter
Twitter gives an immediate pulse on news, event, and of what people are talking about in
general, and people can get immediate response. The words spread easier and faster by tweeting
latest updates and news on Twitter through retweets.
• Famous bloggers / Good Vibes personal blog
Blogging is a great social media marketing tool that lets you share a wide array of information
and content with readers. Good Vibes blog can also serve as your social media marketing blog, in
which you blog about your recent social media efforts, contests, and events. Sponsored ads and
article will be advertised on famous blogs.
• Create an official Spotify account
Since Spotify is a growing online music streaming service, by creating a playlist consisted of
songs from artist and bands who perform during the previous event an will be performing in the
upcoming event and can increase about the event and build new audience.
Similarly to the radio trivias, we will also book slots on selected television stations and have
trivias there as well. Our viewers will call in and be engaged in the trivias and promotions we’ll be
having.
The digital marketing activities that are going to be use:
• Facebook
• Instagram
• Twitter
• Youtube
• Augmented Reallity
• Location Based Marketing
4.2 Achieve conversion to marketing goals
• Host a contest
Hosting a contest is often the most effective way to boost engagements and to get new
followers/customers on any social media. Since Instagram has grown its popularity, it is one of

4. Tactics: Digital Marketing
the best social media platforms to run a contest.
• Share a teaser
Photos or short videos uploaded on the social media featuring teasers of related up coming
events is a good way of pulling people’s attention. By uploading teaser photos or videos on the
social media, it’ll be great for catching users interest and driving more likes.
• Shout out from celebrities
Reach out to celebrity’s social media platform to feature Good Vibes Festival. This will help to
develop a relationship with people who have online influence and will eventually increase
hundreds of new followers to the event.
• Event invitation (FB/website)
Creating an event invitation through Facebook which people/customers may respond whether
to join or not and the event management can manage to estimate the number of guests who
will be joining the event on the particular day.
• Mini online game
Getting target audience to act and respond to the hype of the upcoming Good Vibes Festival by
organizing a mini game which will be held from time to time on the official website. By doing so
will keep the audience anticipated and automatically will keep them lingering around the
website.
4.3 Building customer and fan relationships
• Hashtag & tweet / instagram
Engaging target audience by sharing hashtags and news as well as sponsored hashtags on social
media websites.
• Online talk shows
Coming out on talk shows is an effective way to let audience know about the event inside out.
By putting up talk shows about Good Vibes Festival would be a great platform to reach potential
customers out there. On the difference is, it is online. Audience can manage to view the shows
anytime unlimitedly.

4.Tactics: Digital Marketing
• Checking in to events via Foursquare
If a place has an event going on, Good Vibes Festival can be promoted by users who check in
on the event location and the name of the event will be highlighted and showed up as a part of
your check-in in the Friends feed.
• E-mail marketing
An easy way to communicate with the target audience is with brief e-mail newsletters that show
fans or the customers why they should connect with you. E-mail marketing is a cost-effective and
easy way to stay on customers’minds, build their confidence in your expertise, and retain them.
And it’s viral: Contacts and customers who find what you do interesting or valuable will forward
your e-mail message or newsletter to other people, just like word of mouth marketing.

5. Team Work Delegation
5.1 Work delegation
Group Leader
Abdul Hannan Affiq
Project Manager
Assigned Task:
• Competitor Studies: Urbanscape
2.1 Screenshots of the e-marketing campaign
2.2 What made it successful?
• Situation Analysis:
1.1 The Event
1.2 SWOT analysis of the event
1.3 Audience and customer analysis
1.4 Competitor analysis
• Compiling works for presentation slides
• Proposal Editor
Group Member
Ewuradwoa Ahwoi
Market Researcher
Assigned Task:
• Strategy: Achieving the goals
3.1 Unique sellling proposition
3.2 Engagement and content strategy
Muhammad Adzeem
Strategy Analyst
Assigned Task:
2.4 Improvents
• Tactics: Digital Marketing
• Proposal Editor

5. Team Work Delegation
Muhammad Raydi Koto Cham
Creative Director
Assigned Task
• Good Vibes Festival Malaysia
1.1 Screenshots of the official website
1.2 List of issues with the website
1.3 Supporting research for each issue/problem
1.4 Suggestions of solutions for each issue/problem
1.5 Other E-marketing methods done by Good Vibes Festival
1.6 List of issues/problems with e-marketing methods used by the event
in previous promo activities & Suggestions of solutions for each issue/
problem
Objective setting: Goals and KPI’s
2.1 Mission and vision of the event
2.2 Goals, KPIs, web analytics and objectives
• Creating proposal
• Creating slide layout
Nurlina Mohamed Tamim
Branding Consultant
Assigned Task: (Working together with Muhammad Adzeem)
2.4 Improvents
• Tactics: Digital Marketing
• Proposal Editor

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