Music Concert Event Proposal: Targeting Sydney's Youth

This report outlines a comprehensive proposal for a one-day music concert event aimed at engaging the youth of Sydney. The event aims to provide a platform for young people to escape their daily routines and enjoy live music from their favorite artists. The target market is individuals aged 18-25, a demographic known for its strong affinity for music. To reach this audience, the proposal leverages effective marketing strategies, including social media and website promotion, recognizing the heavy reliance of young people on these platforms. The report delves into the event schedule, marketing strategies, and anticipated experiences, highlighting the benefits of each element. It also explores the challenges and opportunities associated with organizing such an event, emphasizing the importance of teamwork, communication, and strategic planning.

Portfolio Part 3: Event Proposal
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Contents
Introduction.................................................................................................................................................3
Proposal.......................................................................................................................................................4
Event schedule/ Plan and benefits of this plan.........................................................................................4
Marketing Strategies and Benefits of these Strategies.............................................................................7
Experiences of Proposed Event...............................................................................................................8
Conclusion.................................................................................................................................................10
References.................................................................................................................................................11
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Introduction
This report depicts the one day proposal of the music concert which will be organized to target
the youth of the Sydney. The purpose to organize the event is to provide the opportunities to the
young people to discontinue from their everyday life and enjoy by listening to their favourite
artist. For the particular event the target market will be the people of the young age group
between 18-25 years as the youth of this age group is more likely to listen music. To achieve the
target various marketing strategies have been identified which includes social media and
promotion through website. These strategies have been adopted as the youth nowadays is using
these advance technologies on daily basis. Promoting the organizing of the event on these sites
will increase the brand awareness and recognition about the business and will also enhance the
customers loyalty. The benefits of adopting the particular strategy have also been indicated. To
make the plan successful proper event schedule has been discussed which explains the step by
step procedure to make a particular plan. Also, the benefit for selecting the particular proposal of
music concert has been explained. Once all the research has been done after that the experiences
related to the proposal have been explained in detail which covers the experience of pre-event,
during and post event. With these experiences the benefit which has been derived from them has
also been depicted.
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Proposal
Event schedule/ Plan and benefits of this plan
An organizing of concert involves multiple factors to coordinate and endless responsibilities to
look and plan for. But to make it successful the decisions should be taken with full attention
(Caciur, 2012). With the consideration of the budget there are other factors also which needs to
be look after by the organizers. Some of which are:
Know the Audience: The first thing that needs to be considered to make the event a successful
one is to decide what audience will be targeted in Sydney. It involves the factors such as how far
the audience will travel to attend event in Sydney, what are their needs and what can be
affordable for them.
Find the right venue: Next important factor is to discover the right venue for organizing the
event as it reflects the personality and also the budget and the logistic needs should be looked
upon (Caciur, 2012).
Promotion of Event: Once the audience has been decided and the venue for organizing the
event has been finalized the next important factor is to promote the event so as to attract more
audience. The best way to attract the audience is by promoting the event online through email
and social media.
Define value proportion: Once all the decisions related to the event have been done the next
step is to decide the unique selling point of the event which attracts the audience. The planning
related to uniqueness is done so that the catering audience doesn’t miss it (Layton, 2018).
Find the sponsors: This is also one of the factors that have to be considered for planning any
event as these are the one who provides funds to the organizers for organizing the event. Once
the decision for planning the event has been done the next step is to find the right sponsors for
the event. Identifying and selecting the appropriate sponsor is very difficult task as the
convincing skills should be effective to convince them. There are various sponsors whom can be
contacted such as Captain Morgan, VISA and Drink wise (Layton, 2018).
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Benefits:
Organizing of the event provides various benefits to the organizers. Some of which are:
Building a Team: First best benefit that the organizer will get while planning an event is of
working as a team as the concerts cannot be done all alone. While working in the team the best
part to learn is how to maintain the enthusiasm and coordination.
Learn to deal with thrilling highs and devastating lows: While organizing an event the
organizers will have to go through the tough times. Experience of thrilling highs will be done
while signing the new sponsors for the event or booking a great band. A major experience of the
devastating lows will be felt if any of the one sponsor back out. So, the team members will learn
to face all the challenges.
Communication is Key: Communication is the basic key in organizing the event. While
interacting with the various people and attending the phone calls develop the communication
skills. As these shows how much appreciable their support is for the particular event.
Set goals daily: The goals should be set on the daily basis before starting the task as it motivates
the individual as well as the team to complete the task and increase productivity (Layton, 2018).
With the pre determined tasks assigned to the team members decreases the wastage of time and
also provides a deadline to complete the specific task.
Establish thought leadership: The benefit of planning or hosting an event establishes the new
ideas and collaboration for the business. This in turn will enhance the team leadership skills and
traits. Leadership quality is of utmost importance in organizing such kind of event as without the
required skills such events cannot be organized and managed.
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Marketing Strategies and Benefits of these Strategies
The business of music also involves strategic marketing plan as compared to that of the other
business in the same aspect. To make the concert success the proper marketing strategies should
be followed. Some of the marketing strategies which are been used in music concert are:
Website: The best marketing strategy to promote the business is through websites. On website
the promotion of the artists is done through web content, music videos, press releases and blogs.
For media featuring there should be a proper well written bio of the artists on the websites
(Raines, 2018). It should also include the booking information related to the event including
venue, date and the price of the tickets.
Benefits of Promotion plan through website: There are various benefits of promoting the
business online some of which are:
Increase Customers- Promoting a business through the website attracts the large number of
customers not just of the particular area but from worldwide.
Better Relationship- While promoting the business through website builds the better relationship
with the customers as the interaction with the customers can easily be done through email. This
also helps the customers to review the products and leave feedback.
Social Media: Through social media the interactions of the artists with the fans can easily be
done. As with the creation of the accounts on the social media create a base for the fans where
the videos and pictures related of the artists can be shared. Better relationship of the fans and the
artists helps in creating the viral promotion opportunities for the organizers. In social media the
artists can communicate various ideas related to their life and personal interests which in turn
will attract the audience. This has been considered as the marketing strategy as almost all of the
targeted young audience uses social media on daily basis which in turn will increase the brand
awareness (Packer and Ballantyne, 2011).
Benefits of Social Media: It is one of the most cost effective digital marketing tools to promote
the business. Benefits of it are:
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Increased awareness- Promoting the business through the social media increases the brand
awareness and engages the large number of the audience (Ohajionu and Mathews, 2015). The
post which will be shared in the social media will increase the interaction with the new
customers and also the new network will be introduced.
Better customer satisfaction- With the promotion of the business through the social media gives a
platform to the customers to share their views and interact with the artists which in turn increase
the customer satisfaction.
Cost effective- It is the most cost effective strategy as creating the profile on the social media
and promoting it online is free of cost (Business, 2017). This advantage of being cost effective
reveals the better return on investment and retain budget for other marketing expenses. By
investing the small amount of money and getting great return is a good sign.
Early Bird Discounts: Early bird discounts are the discounts provided at the beginning of the
event. This is provided when the sale of the tickets has just been started. These discount works
by increasing the sale of the tickets on high price as the event gets closer (Business, 2017).
Benefits of Early Birds discount: These discounts provide various benefits to the organizers.
The benefits of the early bird sale of the tickets is that more of the tickets are sold which
increases the brand awareness and also give opportunities to attract long term consumer rather
than casual one. This technique also helps in retaining the customers as well as the organizers
brand loyalty (Ohajionu and Mathews, 2015).
Experiences of Proposed Event
Different experiences were faced while organizing the music concert. The experiences can be
bifurcated according to the pre, during and the post event.
Pre- Event- The experience which was gained before the event was of planning and organizing
the concert. As while organizing the event there were various challenges which needs to be
considered such as targeting the appropriate audience and planning according to the budget.
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Before the concert the experience which was gained provided several benefits such as the
planning and organizing skills were developed. This also provided the learning of how the things
are coordinated while working as a team.
During- Management of all the activities was the great experience which was identified during
the event. As the event was organized on the large scale so the management of all the resources
as well the artists was quite difficult. Some problems were faced during the event but they were
resolved on time. This has been possible due to effective coordination and communication
among the team members (Ohajionu and Mathews, 2015).
The benefit that was experienced during the event was that for managing all the activities
effectively as well as efficiently. As the interaction with the different artists as well as the
audience was made which enhanced the communication skills. Also the management skills were
developed by managing the activities of the team.
Post- Event- As the event was completed on the successful note so it was quite great experience
for organizing the music concert. This event was successful as there exists the proper planning
and coordination between all the team members (Ohajionu and Mathews, 2015).
This experience will help to conduct further such events in near future. The budget of expenses
which was planned has been achieved. As the event was conducted on the pre determined price
structure so the same marketing strategies will be followed in future to conduct and plan more
events.
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Conclusion
From the above event proposal plan it can be concluded that for organizing the event various
factors needs to be considered which includes the decisions related to the target market and the
marketing strategies. The various strategies needed to promote the music concert event are the
social media, radio media and the early birds discounts which attract more audience and increase
the sales. To increase the sale of the concert tickets the youth and the audience of the younger
age group has been targeted. The benefit of taking music concert as a proposal is that nowadays
youth is very much addicted to the music. So this addiction will attract the youngsters to attend
the concert which will provide an opportunity to them to meet new people. Organizing of the
music event also provides an opportunity to enhance planning and communicating skills. So, this
proposal provides benefit both to the organizers and audience.
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References
 Business, (2017). Benefits of social Media for business. [Online]. Business. Available at:
https://www.business.gov.au/info/run/advertising-and-online/benefits-of-social-media.
[Accessed On: 14-03-2018]
 Caciur, T., (2012). Organization of large scale music event: planning and production.
Hagga-Helia. Available at:
http://www.theseus.fi/bitstream/handle/10024/39161/caciur_tatiana.pdf?
sequence=1&isAllowed=y. [Accessed On: 13-03-2018]
 Layton, J., (2018). 10 tips for musical event planning. [Online]. How stuff works.
Available at: https://lifestyle.howstuffworks.com/event-planning/party-tips-tricks/10-tips-
for-musical-event-planning.htm. [Accessed On: 13-03-2018]
 Ohajionu, C. U. and Mathews, S., (2015). Advertising on social media and benefits to
brands. Journal of Social sciences and Humanities, Vol. 10, No. 2 (2015) 335-351.
 Packer, J. and Ballantyne, J., (2011). The impact of music festival attendance on young
people’s psychological and social well- being. Psychology of Music. Pp 164-181.
 Raines, S., (2018). Marketing management for Music Management. [Online]. Chron.
Available at: http://smallbusiness.chron.com/marketing-strategies-music-management-
69903.html. [Accessed on: 13-03-2018]
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