Performance Planning 10 Marketing & Promotion

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