Marketing Strategies for Queenscliff Music Festival

This article discusses the Queenscliff Music Festival, its market, and two customer personas. It also provides recommendations for event marketing, including engaging global artists, live streaming, and online advertising.

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

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Overview of the Queenscliff Music Festival and its market
The Queenscliff Music Festival refers to live music festival that is held in the town of
Queenscliff, situated in Australia on the Bellarine peninsula, Victoria. The festival was first
organized in the year 1997 and within a very limited amount of time, it has gained huge
popularity both locally as well as internationally (Todd, Leask and Ensor 2017). The festival was
born out of necessity with locals in order to attract more and more tourists in the Bellarine
peninsula. When it comes to the Queenscliff Music festival 2019, the music festival already
possess big name of musicians as well as comedians. This year, the even planers are planning to
make the event even more popular and hence along with local popular musicians, global
musicians have also been invited in the event. The event will be inaugurated on 22nd Noovember
and will last for 2 days. Leading the line-up is Melbourne rock darling Courtney Barnett,
country-folk favourite Kasey Chambers, the melancholic voice of the '90s the Whitlams, the
beautiful tunes of Sarah Blasko and bluesy rockers the Black Sorrows. Moreover, this year, the
highlight of the festival will be a tribute to the late Geoffrey Gurrumul Yunupingu (Simon et al.
2017). The tribute will be paid with the help of a 16 piece orchestra honouring the Yunupingu
along with a special performance of Djarimirri. Amongst the local talents some of the eminent
names that will be present in the festival include Ali Barter, Jen Cloher and Dan Sultan. Some
of the major international artists include Osaka Monatural, Bombino as well as the twine bothers
Amistat.
Being a family festival, children are also welcomed in the festival. In order to enhance
the attraction of the children, the festival will be comprised of children’s entertainers, puppets,
clowns, roving performers as well as free carnival rides. When it comes to the marketing of the
event, both online as well as offline marketing is performed by the event planner. However, more

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resources are being invested on offline marketing campaigns. However, tickets for the mentioned
festival are only available offline. Local residents are made aware of the festival date and the
chief attractions of the same through posters and hoardings (Todd, Leask and Ensor 2017). When
it comes to online marketing, information are made available in the official site of the event. The
chief aim of online marketing is to make the global consumer aware of the festival in order to
enhance the number of attendees. Along with the target consumers, information as well as
guidance is also provided to the stall holders. However it is clearly mentioned in the online side
that no on site stalls will be there and hence stall holders are invited for offsite stalls.
Present the two customer personas
Name John Williams
Demographic information
Residence Queensland, Australia
Age 21 years
Gender Male
social class Belongs to middle class
level of education Pursuing MBA
job title/role University student (Part time waiter at XYZ hotel )
Salary 400 dollars per month
household income 125,00 dollars
Attitudes to entertainment
 John is highly inclined towards entertainment.
 He visits at least 2-3 events per month

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 His ideology includes “life should not be led but should be celebrated.”
 He is a very happy go lucky person.
Special interests
 John loves music.
 He is a member of a local music band.
 In the band, he is one of the two lead guitarists
 Apart from this, he likes bike riding
 He is also a traveller and a photographer.
 John loves online socializing. He possesses good number of followers in social media
platform
Motivation to attend the Queenscliff Music Festival
In popular social media platforms, John follows eminent local musicians like Courtney Barnett, Ali
Barter, Jen Cloher and Dan Sultan. Considering the fact that all of them are invited in the Queenscliff
musical festival, they have shared interesting information about the event in their social media pages. This
is the chief source of motivation that motivated john to visit the festival.
Other motivations include motivation from friends who had visited the mentioned festival the previous
year.
Benefits sought from attending the event
 He will be able to enjoy the performance of his favourite artists
 The festive environment will help John to distress himself
 He will be able to enjoy the food available in the festival
Source of information for the event
 The chief source of information includes the social media pages of the artists followed by John

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 Other sources of information includes the official page of the Queenscliff Music Festival
and social media platforms
Other information
 John has visited local musical concerts a good number of times
 This time he is expecting a grand experience.
Name Celina Pitt
Demographic information
Residence New York, USA
Age 34 years
Gender Female
social class Belongs to upper middle class
job title/role Operational manager of an multinational organization
Salary 200,000 dollars per month
Marital status Single
household income 500,000 dollars per moth
Attitudes to entertainment
 To Celina, entertainment is a way out from her monotonous job profile.

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 Entertainment is a solution for distressing
 She likes to party hard during weekends
 According to her “ reading books and sleeping during the weekend is just not my thing”
Special interests
 Celina is a music lover.
 She used to sing rock music during her college days
 She lovers travelling
 Celina spend a lump some amount of her salary on travelling.
 She prefer solo travelling compared to group travelling
 He is also a photographer.
 Celina is highly active in popular social media sites.
 She has a huge number of followers.
 She likes to post pictures of places while travelling
 Celina likes blogging as well.
Motivation to attend the Queenscliff Music Festival
Celina has heard about the beauty of Bellarine peninsula, Victoria both from her friends and
magazines. The music festival enhanced his urged to visit the place. Celina prefers to visit music
festivals over any other events. This all together motivates Celina to visit the Queenscliff Music

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Festival.
Benefits sought from attending the event
 She will be able to enjoy the performance of the music artists who will be present in the
mentioned festival.
 The festive environment will help Celina to distress herself
 She will be able to enjoy the food available in the festival
 She will be able to enjoy the scenic beauty of the place both before, during as well as
after the festival is over.
Source of information for the event
 The chief source of information includes the official page of the Queenscliff Music
Festival
 Photos and posts posted by bloggers from varied social media platforms can also be
considered as the chief source of information
 Other sources of information includes the magazines
Other information
 Celina has visited several music concert previously
 Her expectation form the Queenscliff musical event is high.

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Provide recommendations to the event marketing manager
The Queenscliff musical concert is an eminent musical festival of not only Victoria but also of
Australia. However, the musical festival has not gained a global recognition. In order to enhance
the recognition of the mentioned event the following table, some of the effective strategies for
event marketing has been discussed
1. Engaging Artists from all over the world
Considering the fact that majorities of the music lovers or fasties get to know about the event
and develop attraction towards the same after going through the pages of their favourite music
artists, inviting global artists will ensure that the event will attract global audiences. In spite of
the fact that it will enhance the investment cost of the organization, the revenue of the same will
also increase due to sell of increased number of tickets. When it comes to the event managers of
the Queenscliff, they can invite globally famous musicians like Ariana Grande, Justin Bieber and
Brian Adams in order to enhance the attraction of global consumers (Akhoondnejad 2016).
2. Live streaming
In this era of high technological advancement, live streaming is considered to be one of the
most effective strategic tool that has the potential to increase the attendees of an event
drastically. As per a recent survey, more than 30 percent of the fans watch live video of an event
in order to decide whether to visit the same or not in the following year (Thomas et al.2015).
There, in order to attract the consumers, the event managers of the mentioned event can initiate
live streaming.

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3. Online advertising
Considering the fact that almost 72 percent of the total population of the world possess social
media accounts, attracting consumers through effective promotions on social media platforms
can be considered as one of the best strategies (Jones 2017). Queenscliff organization should pos
interesting promotional videos and pictures of the event along with maintaining a regular
communication with the consumers. This will help the even managers to enhance consumer
loyalty and consumer base.

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Reference List
Akhoondnejad, A., 2016. Tourist loyalty to a local cultural event: The case of Turkmen
handicrafts festival. Tourism Management, 52, pp.468-477.
Jones, M.L., 2017. Sustainable event management: A practical guide. Routledge.
Simon, A., Parker, A., Stockport, G. and Sohal, A., 2017. Towards an adapted MHP strategic
capabilities model for moderating challenges to quality music festival
management. International Journal of Event and Festival Management, 8(2), pp.151-171.
Thomas, J.D. and Weiss, J.L., Hewlett-Packard Development Co LP, 2015. Automated event
management. U.S. Patent Application 14/373,pp.780.
Todd, L., Leask, A. and Ensor, J., 2017. Understanding primary stakeholders' multiple roles in
hallmark event tourism management. Tourism management, 59, pp.494-509.