Effective Marketing Plan for UK Small-Scale Festival Organisers

This report provides a comprehensive analysis of marketing strategies for small-scale festival organizers in the UK. It emphasizes the importance of marketing within a business context and develops a detailed marketing plan to aid local festival organizers in the long term. The plan includes setting objectives, identifying target customers, analyzing competitors, and implementing effective marketing strategies such as the STP process (Segmentation, Targeting, and Positioning). Various marketing tools, including social media, email marketing, and print media, are discussed. The report also addresses the impact of cultural differences on marketing messages, highlighting potential pitfalls and providing examples of marketing failures due to cultural misinterpretations. Ultimately, the report aims to equip festival organizers with the knowledge and tools necessary to increase sales, expand their customer base, and sustain their businesses in a competitive market.

Marketing for Business

Table of Contents
INTRODUCTION...........................................................................................................................1
Importance of role of marketing within business........................................................................1
Marketing plan to help local small festival organiser for long term...........................................2
The culture differences can change marketing message.............................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing refers to exchanging relationship. Its defined as business process of creating
profitable relationships with customers for satisfying them. This report is based on small-scale
festival organizers and it helps them in understanding how they can promote their products and
services. It consist of importance of role of marketing in business and also somer marketing
strategy by which they can promote their offerings. Along with this, marketing plan is developed
for effective promotion of services and this will help local small-scale festival organiser of UK in
long term.
Importance of role of marketing within business.
Marketing plays an very important role in each and every business organization as it
helps them in promotion of their offerings in effective manner at small and large scale.
Marketing is an activity or set of different institutions and processes for creating,
communicating, delivering & exchanging products and services which has values for user,
consumer, clients, and for society(Bagiran and Kurgun, 2016).
Thus, marketing helps small festival organiser in meeting consumer needs and wants for
survival and growth of organization. It also aid in expanding and widen their serving market by
adopting effective marketing strategy according to market condition. It also assist festival
organiser in engaging customers with different sources and helps in building and maintaining
reputation of company. Along, this with, it build effective relationship with business and their
customers.
Marketing plays an different role as its an communication channel used by management
for conveying message to customer and also helps in boosting sale of their offerings (Habibi and
Callaghan, 2015). In addition to this, importance of marketing in festival organiser is too
important as it develops product utility, it increases economic growth by creating demand and
also helps in facing competition.
Although, Marketing is managerial function which consist of various activities such as
research of markets, product planning, pricing, demand forecasting, distribution channel and
sources of advertising for yielding profits for business enterprises by providing fully satisfaction
to every customers & benefiting to society.
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Marketing plan to help local small festival organiser for long term.
Objective: UK Festival organiser has to set their objective. Such as they focuses on
increasing their sales by 35% and doubling their customer base by providing best quality
services (Kee and Yazdanifard, 2015).
Target Customer: UK Festival organiser has focuses on targeting modern families,
teenagers, men aged 40+, women aged 25+ as their target customer.
Competitors: Festival organiser of UK are facing huge completion with big competitors
like Wickham festival, The Association of Festival Organisers, Clearwater event, Fire-world
Event Ltd.
Marketing Strategy: Development of marketing strategy is important for marketing
plan. Thus, its success strategy for any project which helps in promoting and branding of their
offerings. Small festival organiser has adopted effective marketing strategies for promoting their
offerings and brand name for increasing their targeted market and customer base. As they
focuses on providing good quality products in minimum Prices.
STP Process: It refers to Segmentation, Targeting, Positioning which is a process of
marketing strategy that helps small festival organiser in analysing current market & business
environment for achieving organization marketing objective with profit maximization.
Segmentation: This approach helps small festival organiser in analysing and focus on
segmenting market for their offerings. Along with this, they segment their customer market, with
common features like taste, nature, income, preference, size etc. thus, As they segmented their
market as United Kingdom for serving their products (Kerin and Hartley, 2015).
Targeting: This approach supports small festival organiser of UK in finding their target
market in different segment areas. Thus, they targeting market place where more and more
customers visits. So, they can attract them with their exciting offers and schemes of organizing
festivals.
Positioning: Festival organiser of UK are offering their products and services with high
quality in their country. As they all have wide range services and products and they are focusing
on targeting many profitable areas for positioning. As they has focused on position their products
and services among Youth for attracting them as it helps in building their customer base.
Marketing Tools: Festival organiser of UK has promote their product and services by
adopting different marketing tools like social media, hoardings in market, with exciting offers
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and schemes, e-mail marketing, website, print media, Video, Press releases, internet marketing
and many more tools. With helps of this, small festival organiser can easily market and promote
their offerings in effective and efficient manner (Kingsnorth, 2019).
The culture differences can change marketing message.
For developing successful and profitable marketing strategy, every business organization
must focuses on consideration of cultural influences of society where a new innovative product
and services introduced.
Each and every country has their own cultural and traditions for succeeding commercially
and dealing in brands, products as well as communications. These all requirements can be
adopted to full-fills expectation of market.
Marketing message which is shown for every offerings of small-scale festival organizer
of UK should be attractive and meaningful and that do not affects negatively by any culture.
However, United Kingdom has so many different cultures in their country, and any of marketing
message can be changed due to culture differences (Kotler and et. al., 2015).
Here are some example by which shows marketing failures across culture of country
where marketing message is fully lost and modified in translation. In Mexico city, American
Airlines catchphrase has set their marketing message as “Fly in leather,” which completely
overlooked the slang meaning of Spanish word for leather (cuero) which means “nude”.
Taking other example form another country Italy. In Italy, an marketing campaign for
“Schweppes Tonic Water” is failed due to his message or tag line when their products and
offerings name was translated and modified as “Schweppes Toilet Water.” Thus, due to change
and differences in culture and languages in UK, meaning of marketing message of can totally
change.
CONCLUSION
Form above report its concluded that marketing plays an very important role in every
organization as it helps in promoting offerings of business. Its also analysed that, an culture
differences can also change meaning marketing message. Along with this, effective marketing
plan is developed for small-scale festival organiser of UK which will help them in achieving
their objective of increasing sale and sustaining in market with potential customer base.
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REFERENCES
Books & Journals
Bagiran, D. and Kurgun, H., 2016. A research on social impacts of the Foça Rock Festival: The
validity of the Festival Social Impact Attitude Scale. Current Issues in Tourism. 19(9).
pp.930-948.
Habibi, F., Hamilton, C.A., Valos, M.J. and Callaghan, M., 2015. E-marketing orientation and
social media implementation in B2B marketing. European Business Review.27(6).
pp.638-655.
Kee, A.W.A. and Yazdanifard, R., 2015. The review of content marketing as a new trend in
marketing practices. International Journal of Management, Accounting and
Economics. 2(9). pp.1055-1064.
Kerin, R. and Hartley, S., 2015. Marketing: the core. McGraw-Hill.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Kotler, P., Burton and et. al., 2015. Marketing. Pearson Higher Education AU.
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series
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Ratten, V. and Madichie, N., 2016. The dynamics of sport marketing. Marketing Intelligence &
Planning.
Štefko, R., Fedorko, R. and Bačík, R., 2015. The role of e-marketing tools in constructing the
image of a higher education institution. Procedia-Social and Behavioral
Sciences. 175.pp.431-438.
Testa, F., Iraldo, F., Vaccari, A. and Ferrari, E., 2015. Why eco‐labels can be effective marketing
tools: Evidence from a study on Italian consumers. Business Strategy and the
Environment. 24(4). pp.252-265.
Wilson, J., Arshed, N., Shaw, E. and Pret, T., 2017. Expanding the domain of festival research:
A review and research agenda. International Journal of Management Reviews. 19(2).
pp.195-213.
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