Marketing Plan for Live Nations One-Day Music Event in Halifax, UK

This report presents a comprehensive marketing plan for a one-day music event organized by Live Nations at The Piece Hall in Halifax, UK. It begins with an overview of the event, highlighting collaborations with performance groups like Busted and Backstreet Boys, and the setup for a nostalgic environment. The report then delves into a situation analysis, using SWOT and PESTLE frameworks to assess strengths, weaknesses, opportunities, and threats, as well as political, economic, social, technological, legal, and environmental factors. Customer analysis is conducted through the creation of a consumer persona profile to identify the target market, focusing on visitors and local residents of Yorkshire. Promotional techniques, including digital channels, posters, and door leaflets, are detailed, along with a plan for ticket sales. Finally, the report addresses financial considerations for the event, providing a complete overview of the marketing strategies employed.

Marketing Planning

Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Overview of one day music event organised by Live Nations ...................................................1
Situation analysis.........................................................................................................................2
Customer analysis for choosing target market.............................................................................4
Promotional techniques................................................................................................................5
Financial considerations ..............................................................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Market planning can be described as a practice which is used for organising as well as
describing the promotional aims of an organisation as well as collecting strategies for attaining
them in an effective manner (Stevens and Et. Al, 2021). Main purpose of marketing planning is
to obtain new customers, strengthening new customers, enhance their sales for improving their
brand awareness in an effective manner. It is imperative for organisational managers to formulate
effective marketing strategies for engaging a targeted segment of audience in a strategic manner.
For having better in sights regarding marketing strategies, one day music event is taken into
consideration which is organised by Live Nations. Live Nations is an American based event
promoter company which has its headquarters at California, United States.
This project report delves an understanding about the formulation of a marketing plan
regarding organising a one day music festival which lasts for five hours. It also demonstrates an
understanding about the planning of theme, other items, branding as well as determination of
target market in an effective manner.
MAIN BODY
Overview of one day music event organised by Live Nations
Live Nations is an American based venue operator as well as event promoter
organisation. It has its own artist management division which is known as Artist Nation. It has
own varied event venues as well as amphitheatres on a world wide basis. Managers of Live
Nations are planning to organise an one day music festival at The Piece Hall, Halifex, UK. This
has been situated at West Yorkshire and is well-known for tourist attraction. This one day music
festival will be organised in the summer season in their spectacular courtyard which is at the
epicentre of this historic building.
For making this event successful, managers of Live Nations has make effective
collaborations with varied performance groups such as Busted and Back Street Boys. A open mic
platform will also be erected at the venue which provides people to fulfil their fantasy of singing.
They have also entered into strategic alliance with food outlet counters at the event venue. They
have also arranged a set up for creating a nostalgic environment which suits the live performance
in an effective manner.
1

For analysing the success of this one day music concert, situational as well competitive analysis
are taken into consideration.
Situation analysis
It can be described as a collection of varied methods which are used for analysing
intrinsic as well as extrinsic forces in business (Rogers and Vertovec, 2020). It permits to use
market research for evaluating projected growth, access competitors, define potential customers
as well as analyse state of business practices. For performing situation analysis in an effective
manner, SWOT and PESTLE analysis are taken into account.
SWOT analysis is a strategic model which is used by organisational managers for
assessing their weaknesses as well as strengths which aid them in formulating varied strategies in
an effective manner (AlMarwani, 2020). SWOT analysis of one day music event is mentioned
below:
Strengths
 Venue selected by managers of Live
Nations can be considered as their
strength as it can attract numerous
tourist. Managers of Live Nations have
enthusiastic team as well as
experienced professionals.
Weaknesses
 Managers of Live Nations have very
limited time for organising this event at
UK.
 This event also incurs huge cost which
needs to be managed by Live Nations.
Opportunities
 With the aid of this one day music
event, managers of Live Nations can
enhance their networking skills and
make effective collaborations. Managers of Live Nations are
expanding their operations on a
multinational level which create varied
opportunities for them.
Threats
 Dynamic customer perceptions as well
lack of managing a huge event can be a
threat for Live Nations.
 They have limited tickets which can led
to reduction in their segmented
audience.
2

PESTLE analysis can be described as a strategic technique which is used by
organisational managers to evaluate varied environmental factors which can influence business
operations in a significant manner (de Andres and Et. Al., 2017). All the factors of PESTLE
analysis in relevance with one day music event organised by Live Nations are as follows:
Political factors- It encompasses of government regulations, trade barriers,
administrative system and many more aspects in context to country (Chen and Wang, 2021). In
UK, it is imperative for event organisers to take prior permission regarding doing music concert
publicly by the concerned authorities. Managers of Live Nations has taken prior approval of
using The Piece Hall from concerned authorities for avoiding any disruptions.
Economic factors- It majorly consists of economic conditions such as increased interest
rates, unemployment and GDP rates of a specified country (Gheibi and Et.Al., 2018). Due to
global lockdown, inflation rates gets rise up in UK which has impacted spending patterns of
people in an adverse manner. This situation creates a challenge for Live Nations as they have to
persuade people buying tickets for their one day music event through varied specified channels.
Social factors- It principally consists of perceptions, perspectives as well as social
behaviour of people of a particular nation (Zahari and Romli, 2019). In UK, people loves music
and other related aspects in a significant manner. Especially in Yorkshire, people loves music
and even like varied nostalgic bands in a fond manner. It is an opportunity for Live Nations to
organise an one day music event for making a strong appeal to people for attending their concert.
Technological factors- It principally encompasses of introduction of new technology or
advancement in context to business organisations in a specified country (Vartiak and Jaseckova,
2021). UK is considered as a leading country which supports technological innovations in
business in a significant manner. Managers of Live Nations use technological advancements as
well as disruptive technology for engaging the audience in an effective manner. It is an
opportunity for Live Nations as through this they can sold their tickets and promote their one day
music event in an exponential manner.
Legal factors- It comprises of legislations and other related laws which are framed by
government for protecting the interests of consumers as well as employees (Grassi and Vallati,
2019). In UK, contract law is followed which needs to be consider by establishments before
entering into any collaborations with third party. Managers of Live Nations have followed all the
legislations regarding their one day music event for avoiding any expensive litigation process.
3

Environmental factors- It majorly encompasses of varied environmental regulations
which are framed by government (Saudi and Et. Al., 2021). In UK, DEFRA formulated policies
regarding environmental practices which needs to be undertaken by organisational managers.
Managers of Live Nations have inscribed all the environmental laws at their one day music event
at The Piece Hall. They have adopted prescribed strategies for avoiding the adverse
environmental impact on people of UK.
Customer analysis for choosing target market
Customer analysis is termed as a critical section of a formulated marketing plan which
help marketers in identifying target customers as well as ascertain the diverse needs of customers
in an effective manner (Sista and Et. Al 2021). It is important for managers of Live Nations to
analyse the needs of customers for determining a target market for their one day music event.
Consumer persona profile can be understood as a semi-fictional archetype which is used
for representing key traits in regards with large segment of targeted audience on the basis of web
analytics as well as research in a strategic manner (Chen and Raab, 2017). For analysing the
target market for one day music festival, consumer persona profile is created by managers of
Live Nations which help them in gaining the insights for preparing their themed music concert.
Consumer persona profile in relevance with one day music festival is mentioned below:
 Name- John Edmonds
 Age- 30 Occupation- Works as
a general manager at
MNC
Demographics
 Lives in London and
came for visit
Yorkshire
 Annual income £
30000
 Lives in a town
Pain points
 Procuring tickets can
be frustrated at times.
 Long traffic on
websites for purchasing
tickets
Background
 Completed bachelors
degree in business and
management.
 Have a diploma in
violin and guitar.
Goals
 Attend music festival
as well as spend quality
time with friends.
 Follow music
influencers on social
Needs
 Browse the festival site
for purchasing tickets.
 Stay connected with
friends through social
media.
4

media
Challenges
 Busy work schedule
 No time for planning
Values
 Passionate about the
music and related
concerts.
 Relied on lack of
planning attitude for
better experience.
Applications and technology
used
 Social media sites
 Browsing about music
events and business
related news as well as
advancements.
Managers of Live Nations have gained insights regarding their targeted location as well
as audience for formulating their strategies. They have developed information in context to
people to Yorkshire. It is popular for its outstanding scenery, peaceful environment as well as
great castles. It is visited by numerous visitors for its stunning tranquillity as well as natural
beauty. They also love to create and listen to music in a significant manner. Target customers are
chose for this one day music event is The Piece of Hall for attracting visitors as well as local
residents. They have been chosen as the place reminds of historical intensity which can be
combined with nostalgic performance of music bands. This combination provides a far better
experience to tourists who came to visit The Piece Hall. This place is considered as a beautiful
attraction for visitors and its courtyards are full by hosting countless music performance in a
strategic manner. They have chosen a ticket price of £25 for making this event accessible to
everyone in an easy manner. This ticket price is chosen by managers of Live Nations as this is
reasonable for tourists and they can enjoy it without any displeasement of avoiding this due to
higher prices.
Promotional techniques
For promoting this one-day music concert, managers of Live Nations have used digital
channels, door leaflets, poster campaign and Google Ad words. It is important for managers of
Live Nations to organise a launch event through their social media handles and official website
for make a reach to massive number of audience. Through this, they can attract varied visitors as
5

well as local residents for their one day music event. For selling their tickets, event managers of
Live Nations have prepared a plan which is mentioned below:
Activities for selling tickets Expected Results
Google Adwords £25 worth tickets sold to 10000 persons
Poster campaigns £25 worth tickets sold to 4000 persons
Door leaflets £25 worth tickets sold to 5000 persons
All the tickets can be booked through website of Live Nations. They have abolished any
malpractice which can occur due to selling of tickets at event door.
Financial considerations
Financial considerations for the event laid by event managers of Live Nations is as follows:
CONCLUSION
From the above presented information, it has been concluded that marketing planning is
considered as important aspect which needs to be taken into account by organisational managers
6

for promoting their product, service or an event. It is imperative for organisational managers to
prepare strategies at the planning phase for minimizing the challenges in a systematic manner. It
is considered as important for them to avoid future uncertainties as well as providing satisfaction
to customers. Customer analysis is considered as beneficial for organisational managers for
determining their target audience in an effective manner. Financial predictions need to be
considerer by organisational managers for formulating their strategies in a strategic manner.
Through this, organisational managers can set a benchmark for future challenges as well as risks
in an exponential manner. Situation analysis is considered as helpful for organisations to evaluate
the marketplace where they are operating for gaining proper insights in an effective manner.
SWOT analysis is used by organisational managers for analysing their strengths as well as
weaknesses which help them to grabbing opportunities and minimizing threats in an effective
manner.
7

REFERENCES
Books and Journals:
AlMarwani, M., 2020. Pedagogical potential of SWOT analysis: An approach to teaching critical
thinking. Thinking Skills and Creativity. 38. p.100741.
Chen, S. C. and Raab, C., 2017. Instruction and validation of the customer participation
scale. Journal of Hospitality & Tourism Research. 41(2). pp.131-153.
Chen, Y. and Wang, H., 2021. Analysis of Perfect World Co., Ltd’s international business using
PESTLE. Academic Journal of Business & Management. 3(2).19. pp.1-16.
de Andres, A. and Et. Al., 2017. Beyond LCOE: A study of ocean energy technology
development and deployment attractiveness. Sustainable Energy Technologies
Gheibi, M. and Et. Al., 2018. Controlling air pollution in a city: A perspective from SOAR‐
PESTLE analysis. Integrated environmental assessment and management. 14(4). pp.480-
488.
Grassi, A. and Vallati, M., 2019, May. AI to Facilitate Legal Analysis in the PESTLE Context.
In Proceedings of the 2019 Emerging Technology Conference. University of
Huddersfield.
Rogers, A. and Vertovec, S. eds., 2020. The urban context: Ethnicity, social networks and
situational analysis. Routledge.
Saudi, M. M and Et.Al 2021, December. Risk Management Using PESTLE: External Factors
Trigger COVID-19 Transmission. In 2021 International Conference on Intelligent
Cybernetics Technology & Applications (ICICyTA) (pp. 34-39). IEEE.
Sista, R. and Et.Al 2021, January. Techniques used by E-commerce industries for Customer
analysis. In 2021 International Conference on Computer Communication and Informatics
(ICCCI) (pp. 1-6). IEEE.
Stevens, R. E. and Et. Al., 2021. Marketing planning guide. CRC Press.
Vartiak, L., Jaseckova, G. 2021.Capkova, E., 2022. STUDENT ACTIVATION IN THE
EDUCATION
Zahari, A. R. and Romli, F. I., 2019. Analysis of suborbital flight operation using
PESTLE. Journal of Atmospheric and Solar-Terrestrial Physics. 192. p.104901.\
8