Event Marketing Plan for Live Nation: A Case Study

EVENT MARKETING
PLAN

Contents
EXECUTIVE SUMMARY.............................................................................................................3
COMPANY DESCRIPTION..........................................................................................................3
STRATEGIC FOCUS......................................................................................................................3
SITUATION ANALYSIS (SWOT)................................................................................................4
MARKET ANALYSIS....................................................................................................................5
FINANCIAL DATA (budget).........................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

EXECUTIVE SUMMARY
The marketing plan presented below is developed for Live Nation, an American event
management and promotional company which is based in Beverly Hills, California. The business
of the company was established by consolidating the concert promoters into one unified national
entity (Zouni, 2019). Furthermore, in this report, we will analyse the overall marketing plan for a
new upcoming musical event or a concert, including various smaller performances by renowned
artists and comperes, to develop relevant financial and management plans, used for seamless and
effective completion of the event. The event will be held for a single day in Greystone Gardens,
an event space in California itself, for approximately five hours, with all the ground facilities
provided at the venue.
COMPANY DESCRIPTION
Live Nation is an American company specialized in managing and carrying out activities or
operations related to promotion of a specific event. The company came into existence since
1996, by Robert F.X. Sillerman, who was an American Businessman and Media Entrepreneur.
The company has reportedly earned a revenue of US$ 10.34 billion as of 2017 and its operating
income was at US$ 91.4 million in the same year. However, it witnessed declined Net Income of
US$ 6 million in year 2017, due to an increase in its overall expenses and losses. Live nation has
acquired shares of multiple festivals and management companies, such as Voodoo Music and
Arts Experience and Bonnaroo Music Festival.
STRATEGIC FOCUS
As the management team assigned to execute and conclude the event successfully, we have
described the various notions and aspects related to this project, proposed for the musical event,
which is to be held for the masses. This will aid the users in understanding how the whole event
will be executed, from start to finish. Following are the points to be noted:
 The event which is organized, is a compilation of the well-known musical artists, namely
singers and comperes, performing live, in front of a gathered crowd. We have estimated
the crowd to be around 100000 and would exclude the staff, employees and organizers
who will be administrating the whole event. Furthermore, the name for the event is
proposed as “Nirvana – A musical Journey”, by the management team.
 Vision – “To be the most successful and reputable event in the musical event history”