Marketing Plan for Woodfordia Folk Festival

MARKETING PLAN
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Ways in which chosen firm can increase interstate visitors to festival over further 3 years..3
Two potential target market segments in context of Woodfordia Folk Festival....................4
Marketing plan to gain attention of chosen target customers.................................................5
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
Appendix..............................................................................................................................12
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INTRODUCTION
Marketing plan refer to a detailed report that outlines marketing tactics of a company
from coming era, month or quarter (Chernev, 2020). It usually includes an overview of business
or product’s advertising and marketing aims and clear description of venture’s present marketing
position. A marketing plan is comprise of different types of models and strategic framework that
aid to achieve aims and objectives of chosen organization. This report is also consider as
strategic road make that companies utilise to organize, examines and monitor their marketing
tactic over a given time period.
The current assignment will base on Woodfordia Inc, is community driven company with
500 acre headquarters (Beck, 2018). This study will explain ways in which company can
increase interstate visitors to festival over next 3 eras and will also describe two potential target
market segments. Furthermore, at last in this report marketing plan to attract selected customers
will justify.
TASK
Ways in which chosen firm can increase interstate visitors to festival over further 3 years
Woodford folk festival is an event of global standing, it is held annually over six days
and nights from 27th December through to 1st January, the first day of New Year (Hearse, 2018).
More than 438 events with 2000 performers have been arranged and are programmed featuring
national, local and global visitors. In order to increase interstate travels to event for the last three
years to enhance Queensland and WFF tourism economic benefits, company can use varied types
of ways accessible in world of business, which are quite beneficial and helpful for them in term
of increasing consumers base and GDP.
 Along with selling Tickets from outlets management should sell tickets via local partners
who can promote events, all over than world and easily sell tickets to local people from
any nations. It is one of the best ideas Woodford folk festival can consider and implement
to gain all benefits and competitive edge within marketplace. It can be said that, people
face issues to purchase tickets from place where festival has been organized. The most
common issue buyer can face is a long queue, where individual stand in big queen and
wait for his or her number. By considering and implementing this way management can
effectively enhance visitors number which turn into Queensland tourism economic
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benefits in term of increasing products purchase like water bottle, snacks and other things
by global visitors (Star, Rolfe & Brown, 2020)
 Along with above method, organization can provide local accommodation services to
visitors who come from other place to enjoy six days festivals journey, it can help
interstate travellers plan their stay. They can partner with those locations and provide
special deals to attendees. It can cater a great income source to local people and provide a
lot of benefits of economy.
Two potential target market segments in context of Woodfordia Folk Festival
Target market usually consist of customers who exhibit same traits such as income, age,
lifestyle, location, preference etc. and are recognized most likely to purchase or venture’s market
offering or are expected to be the most profitable segments for a company to service. Before
making any plan or providing services to visitor’s, organization must target specific market
segment who are able to buy festivals tickets and are interested within each activity (Kruger,
2020).
Two target market segmentations-
Psychographic market segment-
Values, priorities, psychological influences, motivations, personality characteristics,
lifestyles, attitudes and subconscious beliefs are the examples of this segment. These elements
are slightly more complex to determine than demographics because they are subjective (Pitt, Bal
& Plangger, 2020).
Demographic market segment-
This segment is one of the most common and popular utilized kind of market
segmentation which refers to statistical data about a unit of individual. Ethnicity, age, location,
education, gender, annual income, family situation and income are examples of this category. It
can be divided into different markets to aid a company target their buyers more appropriately
(Meretse, Mykletun & Einarsen, 2016). It can distinguish target market into smaller categories
based on all above demographic components.
For detailed planning, one specific target market can be chosen for Woodfordia folk
festival and that is demographic market segmentation. With this option, WFF management and
marketing team can select visitors between 16-39 ages and above 55 years.
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