Laneway Music Festival: A Comprehensive Event Promotion Plan Analysis

This report provides a detailed event promotion plan for the Laneway Music Festival in Australia. It begins with an introduction to event management and the festival itself, followed by a background section describing the festival's origins and core values. A SWOT analysis examines the festival's streng...Read More

EVENT
PROMOTION
PLAN

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
BACKGROUND....................................................................................................................1
Swot analysis on market environment of Australia. ..............................................................2
Target market..........................................................................................................................3
Objectives of Laneway Music festival-..................................................................................4
Description on the various promotional strategies. ...............................................................5
Action plan.............................................................................................................................6
Promotional budget plan.........................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Event management is the kind of powerful technique to blend of creative and technical
skill which is essential for the creation of delivery to have live experience by making
arrangement of one day event programme. The primary reason in relation to event management
plan is to generate the awareness about the specific thing. The present assignment will outline the
promotional activities of event of music festival of Laneway, it is begun in Australia each year.
This is placed at various places as are Melbourn, Sydney and various other places of Australia. It
is one day event and large number of public visit to Australia to attend this event. The promotion
event management means to have effective advertising of event so that it can run in market
systematically. The proper promotional event management plan is relies on activities like having
correct information about the event and its sponsors. Being the manager of event management
plan, the major consideration is need to give over identifying internal and external, SWOT
analysis, target market, business objectives and SMART promotional objectives. The main aim
behind making this assignment is to draw effective promotional plan on event management
activities.
MAIN BODY
BACKGROUND
Lane-way music festival use to held in the beautiful places of Australia. It is place with
the object to aware people about the music by the talented professionals. In this event large
number of music fans connects on the digital content platform. It is developed and built by
Melbourne digital and creative agency of the Bolster and leadership by content director Darren
Levin, former managing editor of Junkee.com, it is the video rich Hub for favourite lane-way. In
this event the worlds best band perform which is the major attraction of widen number of peole
in Australia. Thus, it can be said that Australian music festival are having rapid changes and
Sunburn festival are moving with the times. The one of the most beloved aspect behind lanway
music festival is that it is not organises in relation to generating profit. The major core values of
the festival as are championing community, fostering collaboration, encouraging self-expression,
and finding ongoing excuses to have fun. This all things sounds good to Australians. The
Laneway music festival has coagulated its reputation for keeping female acts at the leading of
their line-ups. The laneway music festival is the kind of small event which is put by group of
1

friends with the small budget and it works as to gather the interest of whole community of
Australians. This all kind of activities will evolve this event into successful practices.
Swot analysis on market environment of Australia.
The SWOT analysis is helpful in relation to determine the internal as well external
environment so that Music event can be operate in successful manner. It is helpful in relation to
draw SWOT analysis so that things can be conducted effectively. The event plan of Lane way
music festival will be successful with the help of well executed Swot analysis. These all are
defined in following manner as are-
Strength-
The Laneway is taking various initiatives in order to promote music festival, it is set up
without generation of profit. The major advantage about this music festival is that it is having
enthusistic team with the good experience. The budget plan of this event is on the small level.
The major core advantages of this music festival is in relation to core values of the festival as are
championing community, fostering collaboration, encouraging self-expression, and finding
ongoing excuses to have fun. The wide range of Australian prefer to go this festival because it
offers safe fun and there are multi skills perform by whom music festival can be operated in
successful manner.
Weakness-
Generally, there is lack of time in relation to organizing music festival. Due to this they
are having shot time to get response. It is organized by group of friend in small budget so that
Lack of group experience in planning for a large scale inclusive festival of all festival activities.
In Australia laneway music is taking various initiative so that they can arrange all activities in
systematic manner. In this not all the participants in music festival are first aid qualified. The
Lanway music festival is not organized in relation to earning profit due to this sometimes they
barely cover their expenses with revenues. In this music player mainly focuses over the job
satisfaction as compensation. The small music festival like Laneway is taking initiatives in order
to vulnerable to budgetary deficits and need to husband their endowments.
Opportunities
This kind of one day event program by Lneway music festivals will be helpful to build
connection with the public and they can aware them about their music. With this they can able to
get the future prosperity. In this they can have direct connect with the public and providing
2

theOBJECTIVE OF PROOTION PLAN pack of resources. This is help at the differed placed in
Australia as are school, colleges. Ground etc will be helpful to cover the whole Australian
community. Thus, it can be said that they are able to receive the great exposure and audience
development so that wide amount of public can be aware of their music. With the help of
organizing the event the firm is able to get the enough success in market. This kind of activities
will work as promotional tool.
Threats-
The major threat is in relation to booking of the venues which is available in limited
manner. The Non profit are generally has issues in relation to economic crises. Sometimes even
small scandal can be damaging. In the present scenario there is highly reduction in corporate
sponsorship. In this it can be said that the main issues in this is relation to the generational
changes in the taste of music. The artist in present days are demanding high fees and expenses.
The major problem in relation to continual struggle to find competent and suitable performance
venues, rehearsal facilities and office space that is affordable and appropriate.
Target market
The term target market is relation to the group of customers to which the company wants
to sell their products whose need and desire are most closely to product. This is need OT be done
in relation to increasing the sales or collecting the large number of people. It is the kind of
promotional tool. It provides focus to all market related activities. In this market is need to be
segmented in proper manner. The laneway music festival is targeting their customer on the basis
of primary, secondary and territory target market.
Primary target market- The primary market is the segment of target market. The main aim in
this relation to identify variety of potential customers. The lane way is need to do this in relation
to identify current customers. This is not the largest segment to the market place. It can be
understood with the help of example as are the majority of the gold plays are under the age of 50,
in this manner the if there is company who is making clothing for seniors would be under the age
of 50. Thus, it can be true to said that laneway music festival is ts need to target the young age of
people, who are in between of 18 to 24. By doing this they are able to invite large public. By
targeting the proper segment they can do their firm related activities in effective mode.
3

Secondary target market- A secondary target audience is simply the second most important
consumer segment in the market. It is not related to the primary customer base, and they can
have less money or fewer demands for the services provided by in the event.
In this it can be true to said that secondary target audience is simply an audience who is very
small to constitute a large enough group to make a consequence effect in the promotional plan of
event line. For example, there is shampoo manufacturer who works as to targets men with long
hair might find out that this is a secondary gathering because it's a relatively small group. Thus,
Laneway music festive is taking to target secondary market as per the services and their cost.
With the help of right outreach strategy the secondary market is capable to deal with the
operation of firm.
Territory targeting market- This is the planning in order to each out the large number of
audience. It is simply the process the main aim in this relation to this it is to target the large
number of audience. This is need to be done in order to attract the large number of audience. The
laneway music festival is to put their major consideration over the consideration of the best-
selling products, in order to have the successful sales techniques and a list of top prospects for
future customers. This is music event which is need to be established effectively. This will help
to promote business activities in successful manner.
Objectives of Laneway Music festival-
1. Key objective in proposing event
These are defined in following manner as are-
1. This music festival is not set up in order to target customer in relation top earn large
amount of profitability. This is set up in order to make people aware about their music.
2. The major core objective of this music festival in relation to championing community,
fostering collaboration, encouraging self-expression, and finding ongoing excuses to have
fun. Due to this kind of its activities the firm is able to operate its music festival
successfully and to aware customers in large manner.
2. Smart promotional objectives-
In this it can be stated that the activities in relation to marketing promotion are based on goals
and strategies, this promotional activities is need to be taken in order to attract new customers,
increment in sales and raising awareness. In order to execute successful promotional plan there is
4

need to have use of SMART objectives, with the help of this firm is able to achieve the desire
success.
These are defined in following manner as are-
 1. S stands for specific- The main goal in relation to is put their major focusing over
precise area. There are need to be many ways in order to make event successful by
having high customer satisfaction. The major focus is need to be given on the clearly
defined metric. With the help of clear objective the promotion plan of music festival can
be successful.
 M stands for measurable- in this it can be stated that the promotional plan of event is
need to have progress which can be quantified in some manner. By having ideas about
the target audience the event manager can draw successful promotional activities.
 A for attainable- In this the goal should be attainable, it must be match with the level of
skill. It is need to push the authorises person till the end of completion of promotional
activities in market.
 R stands for relevant- in this it is sated that the Goal is need to be relevant and specific
focus is need to be given. With the help of this the desire aim in relation to event
promotional plan can be full filled. The Laneway music festival need work towards the
attendant of goals as per the given resources.
 T stands for time bound- In this it is stated each activity has some deadline. The
promotional plan in relation to firm is need to be prepare as per the given period. In order
to make music festive successful it is essential to prepare plan as per the deadline.
Description on the various promotional strategies.
This is helpful in order to aware customer about the planning of event so that large
number of audience can be collected. Thus, event promotion is the vital aspect of event
management. It is the way which is helpful in order to communicate information about the
services of event to the public. These can be defined in following manner as are-
Social media- Getting on social media is essential tool to create momentum for event promotion.
There is huge rand of diversity of social media. Thus, Twitter, linkedin will be useful to invite
target customers to event and provide them useful information about event. The youngsters and
adults are largely dependent over social media activities.
5

E-mail- it is need to be considered as the single most effective technique which is produced by
event organiser, it will work as to be central to campaign and sales of ticket by organising
promotional activities.
Paid advertising offline- Events can also be advertised with the help of newsletters, banners,
latter box but it can be said that these all things can have limited geographical reach. It can be
understood with the help of example as are the banner will be more effective method of paid
advertising offline as it is helpful in to gather view of huge public by passing traffic.
Free publicity- under this there is need to generation of press release with the help of interesting
stories to gather the attraction of public.
Promotional events- This is one of the effective strategies in order to setting up of small
community events. By taking initiatives as to give up of free tickets or other promotional tools as
are caps, t-shirts etc. will be useful to gather the attraction of large public.
Action plan
Promotional budget plan
Event marketing Budget plan
Number of attendance 1000
Event cost
promotional strategies-
Social media
E-mail
Free publicity
Promotional events
$300000
Even price per person $3000
Estimated marketing grand total $500000
SUB TOTAL $500000
This is helpful in relation to prepare budget so that event can be organised in better
manner. Thus, it is need to prepared so that desire task can be done.
Monitoring and evaluation- This is the step which is need to be done in the effective manner. The
all things are need to be evaluated so that proper decision can be taken. Thus, it can be said that
6

there is defined to gap between what is planned and actual performance. After, Analysing it
proper decision related to activities can be performed. This is the evaluation stage in these things
are need to be evaluated so that event can be organised effectively.
CONCLUSION
Based on above it can be concluded that Event management is the kind of powerful
technique to blend of creative and technical skill which is essential for the creation of delivery to
have live experience by making arrangement of one day event programme. Thus, it is inclusive
of various things as are internal and external, SWOT analysis, target market, business objectives,
promotional budget plan, action plan and SMART promotional objectives,
7

REFERENCES
Book & Journal
Ahmad, N.L and et.al., 2017. Perception of Sustainable Efforts Towards Event
Greening. Advanced Science Letters.
Beard, C. and Russ, W., 2017. Event evaluation and design: human experience mapping. Event
Management. 21(3). pp.365-374.
Everett, T.C et.al., 2017. The impact of critical event checklists on medical management and
teamwork during simulated crises in a surgical daycare facility. Anaesthesia. 72(3).
pp.350-358.
Holm, M.R. and Breiter, D., 2017. Communication and hands-on problem resolution: A case
study in event management.
Holmes, K., Nichols, G.S. and Ralston, R., 2017. “It's a once-in-a-lifetime experience and
opportunity-deal with it!”–Volunteer perceptions of the management of the volunteer
experience at the London 2012 Olympic Games.Event Management.
Maguire, K. and Hanrahan, J., 2017. Assessing the Economic Impact of Event Management In
Ireland: a Local Authority Planning Perspective. Event Management. 21(3). pp.333-346.
Mallen, C. and Adams, L.J. eds., 2017. Event management in sport, recreation and tourism:
theoretical and practical dimensions. Taylor & Francis.
Rocha, C.M., Barbanti, V.J. and Chelladurai, P., 2017. Support of Local Residents for the 2016
Olympic Games. Event Management. 21(3). pp.251-268.
Woratschek, H et.al., 2017. Innovations in Sport Management: The Role of Motivations and
Value Cocreation at Public Viewing Events. Event Management. 21(1). pp.1-12.
8