Essays on Laneway Festivals Marketing Campaign Case Study

Download full paperFile format: .doc, available for editing

The paper "Laneway Festivals Marketing Campaign" is a good example of a marketing case study. The recent launching of Laneway Festivals in Singapore and its continued growth implies that the event has the potential to reach a wider international audience. This, therefore, implies that the festival requires a marketing strategy that fits a multinational event. The campaign aims at building awareness of Southeast Asian Laneway festival in addition to the local festival. The objective should not merely be to increase the sale of tickets in a manner that makes effective use of marketing funds and time.

Rather, it should be aimed at satisfying the target market rather than to simply advertise the festival with the view of high sale of tickets as has been the norm. Through analysis of the historical records, potential concerts and market trends, the estimated sale of tickets is estimated at over $400,000 (Baroni 2014). The estimated cost of campaigns is estimated at $97,100. There is, therefore, need to device a marketing campaign that can satisfy the target market while at the same enable high ticket sales. Marketing campaign Since Laneway Festival is growing into a multinational event that will need to keep its target customers loyal to its brand, the marketing campaign should further aim at building relationships with the customer, the stakeholders, organizers, volunteers and suppliers (Ghodeswar 2008).

In essence, achieving this objective for music festivals relies largely on marketing despite the limiting or diverse purpose of its origin. Hence, marketing will have to be an integral part of the organizing process and effective exposure of the festival. As outlined by the marketing theory, the underlying problems that face effective marketing of Laneway Festival can be determined and resolved.

Consequently, the potential for growth of the brand is achievable. This report proposes that the marketing campaign should focus on differentiation. In this case, it should focus on publicizing the unique aspects of the festival, which make it special in the eyes of the Singaporean target market and other target markets (Fuller Hanlan & Wilde 2005). Campaign Outlook Southeast Asian Laneway festival needs an integrated advertising campaign that covers direct marketing, general advertising, public relations and sales promotion. The campaign should be able to feature some elements of the areas.

Additionally, it should recognize the added value in a program that combines a range of strategic disciplines such as direct response, general advertising, public relations and sales promotion to be able to offer consistency, optimal communication and clarity (Grankvist, Kollberg & Persson 2004). General advertising should be able to strengthen the Southeast Asian Laneway festival and local festival brand equity. Furthermore, the approach of direct marketing that is to be used should be able to build relationships and dialogue as well as offer a means of boosting the number of people attending of the festival (Park 2010). The festival’ s sales promotion approach should provide incentives for both traders and fun lovers to attend the festival.

On the other hand, public relations should be able to offer third party endorsements and strengthen the paid advertising messages. In any case, none of the four elements to be employed should be treated with greater importance than the other, as they all have significant functions to the effectiveness of the integrated campaign (Jones n. d.).

The campaign should be targeted as the big idea that integrates all four elements. This will optimize the likelihood that consumers will acquire the message as well as have the message strengthened and laid out without cognitive dissonance that can arise from inappropriate graphics elements or mixed messages (Baker 1998).

References

Assael, H & Marvin, R 1976, "Approaches to Market Segmentation Analysis," Journal of Marketing Vol. 40 No. 4, pp 67-76

Baker, M 1998, Marketing: Managerial Foundations, Macmillan Education AU, New York.

Baroni, N 2014, Laneway Festival 2014 Set Times and Maps Released, viewed 21 Jan 2014, http://musicfeeds.com.au/news/laneway-festival-2014-set-times-and-maps-released/

Civic Technologies 2009, Using Market Segmentation for Better Customer Service and More Effective Strategic Planning, A White Paper for Public and Academic Libraries, viewed 22 jan 2014, http://www.businessdecision.info/whitepaper/pdf/BusinessDecisionWhitepaper110909.pdf

Davidson, J 2011, St. Jerome's Laneway Festival: Today Singapore, tomorrow Asia, CNN News, viewed 22 Jan 2014, http://travel.cnn.com/singapore/life/st-jeromes-laneway-festival-making-its-presence-felt-asian-music-festival-circuit-125

Fuller, D, Hanlan, J & Wilde, S 2005, 'Market segmentation approaches: do they benefit destination marketers?', Center for Enterprise Development and Research Occasional Paper, no. 4, Southern Cross University, Coffs Harbour, NSW.

Jones, S n.d., Creative Strategy in Integrated Marketing Communications, viewed 21 Jan 2014, http://www.the-dma.org/dmef/researchsummit/HandoutCreative.pdf

Leenders, M, Telgen, J, Gemser, G & Wurff, R 2007, "Success in the Dutch Music Festival Market: The Role of Format and Content," The International Journal on Media Management, Vol. 7 No. 3&4, pp.148–157

Grankvist, A, Kollberg, C & Persson, A 2004, Promotional Strategies for Banking Services. Lulea University of Technology

Ghodeswar, B 2008, "Building brand identity in competitive markets: a conceptual model," Journal of Product & Brand Management, Vol. 17 No. 1, pp.4–12

NITB 2010, Exploring the Music Festival Tourism Market, Northern Ireland Tourist Board

Park, H 2010, Communicating with Audiences: The Strategic Marketing of Music Festivals, viewed 22 Jan 2014, https://scholarsbank.uoregon.edu/xmlui/bitstream/handle/1794/10447/Capstone_Hyunhee_10.pdf?sequence=1

Download full paperFile format: .doc, available for editing
Contact Us