Marketing Plan: Woodford Folk Festival – Customer Attraction Report

This report presents a marketing plan for the Woodford Folk Festival, an annual music and cultural event in Australia. It begins with an executive summary and introduction, outlining the festival's goals, particularly attracting international visitors. The main body includes a situational review with marketing strategies, SWOT and competitive positioning analyses, and PESTLE analysis. The report then details marketing objectives, target market segments, and the marketing mix (product, price, place, promotion, people, process, and physical evidence). It also covers resource allocation, including the budget and non-financial resource implications, along with monitoring and review methods. Recommendations are provided, and the report concludes with references and an appendix. The report emphasizes strategies to increase international visitor attendance, using various marketing techniques and analyses to enhance the festival's appeal and success. The marketing mix includes product, price, place, promotion, people, process, and physical evidence.

Marketing plan – Wood ford
folk festival

Executive summary
The Wood ford folk festival is an annual music and culture festival held near the semi
rural town. The research has covered by the aims and objectives of the company to attract
customers towards the company. It has provide the effective and valuable music festival to their
customers and peoples. In that research has followed the current international visitor market and
marketing strategies. For analysis external and internal factors used by the SWOT analysis and
PESTLE. With the help of those company has able to know about the factors which has impact
to their work and its culture. The research has done by the marketing objectives and target
segment. The marketing mix helped for the make strategies for the attracting customer who has
international visitors. The budget helped for managing the effective and valuable for present the
future expenses. The research has covered by the recommendations and monitoring or reviewing
method in effective manner.

Table of Contents
Executive summary.........................................................................................................................2
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
PHASE ONE: GOAL SETTING ....................................................................................................4
Mission statement .......................................................................................................................4
International visitor goals ...........................................................................................................4
PHASE TWO: SITUATIONAL REVIEW ....................................................................................5
Marketing strategies ...................................................................................................................5
SWOT Analysis .........................................................................................................................5
Competitive positioning analysis ...............................................................................................6
PHASE THREE: STRATEGIES FORMULATION ......................................................................8
Marketing objectives and target market segment .......................................................................8
Marketing plan mix ....................................................................................................................8
PHASE FOUR: RESOURCES ALLOCATION ..........................................................................10
Budget ......................................................................................................................................10
Non financial Resources implications.......................................................................................10
Monitoring and reviewing ........................................................................................................10
RECOMMENDATIONS...............................................................................................................11
CONCLUSION .............................................................................................................................11
REFERENCES .............................................................................................................................12
Appendix .......................................................................................................................................13

Title: marketing plan for attracting potential customers as international visitors towards the
music festival. A report is based on “Wood Ford Folk Festival”.
INTRODUCTION
The report is based on marketing plan as marketing plan is basically a plan which stated
all things which helps to give the right direction of the event. As it define and create the
systematic and effective steps which help to give direction. It includes all the way making the
event run in the right way. As this report covers the marketing plan of Woodford folk festival as
it is an annual music and cultural festival near the semi –rural town of Woodford, 72 km north of
Brisbane, Queensland, Australia. In Australia, it is one of the biggest annual cultural events.
Approximately 125000patrons attend the festival every year. Approximately 2000 performers
and 438 events are programmed featuring local, national and international guests. This report
will cover the marketing plan as it covers the goals objectives of Woodford folk festival. It will
also cover the marketing strategies and SWOT analysis which helps to identify strength,
weakness, threat, opportunity. Also it will identify all the external factors with the help of
PESTEL analysis. It will cover the marketing objectives and target market segments and
marketing plan mix also it will prepare the budget and lastly it will review monitor it.
MAIN BODY
PHASE ONE: GOAL SETTING
Mission statement
The mission of Woodford Folk Festival is to provide the guest with excellent faculty and
also to provide the audiences wide variety of performances so that to grab large extent. And one
of the biggest missions is to grab international visitors to the festival over the next 3 years. Also
its mission is to be the largest gathering of artists and musician in Australia. And also to make
each and every event successful.

International visitor goals
It first and foremost international goals is the grab the international visitors in 3 years.
And also to include national, international, artists, musicians and presenters put on over 438 acts
to an audience of an estimated 132000 people. Also to include variety of performance and style
to attract the audiences. And make global presence of Woodford folk festival (Wong and et.al
(2016)
PHASE TWO: SITUATIONAL REVIEW
Marketing strategies
Marketing strategies are basically the strategy which is overall game plan for reaching
people and turning them into customers for the product or services that the business provides. As
Woodford folk festival is one of the magical events that help in Australia. As it uses many
marketing strategy number of performances are mind-blowing and it attract number of
audiences. And also its atmosphere is both electronic and peaceful. So it uses marketing
strategies to promote the event to the global level as it promote the event on social networking
sites as social networking sites are very famous among the people. It also offers cheap tickets to
the audiences and also it offers various discounts, facility and services to satisfy the audiences to
the large extent.
SWOT Analysis
Woodford folk festival as practices in Australia as it includes wide variety of
performances. As SWOT analyses help to analyses or identify the strength and weakness of the
event and also it helps us to give the opportunity of the event and it helps to overcome all the
threats. It is basically the technique which helps to manage and control the event to the large
extent.
Strength
The first and foremost strength of Woodford folk festival is that is wide range of performances
that are being conducted such as it have 438 events are programmed featuring local , national
and international guests. And it has wide range of audiences who enjoy each and every cultural
performance. As it take place over six days. The second strength is that it has big brand image as
it conduct its festival from 1994 and it create great buzz and also it conduct its event annually.
And also the guest is very excited to be the part of the festival and to enjoy the other

Weakness
It biggest weakness is that it conducts its event annually which is big times. the second
weakness is that to it involve folk and cultural dances and music which might be fail to grab
attention of international audiences as they might does not understand . And also youth does not
like folk dances and music. And also it might fail to access support from every one as folk music
and dances are not innovative.
Threat
The biggest threat of Woodford folk festival is from political factor as it sometime
impacts the festival in the negative manner. And also there are many events and festivals or
concerts which are taking place so many youth will prefer to attain the other event rather than the
folk event. And also with the increase of electronic and technologically performances and styles
of production and creation which are expanding has given historical performances less
importance. And it also local government hinders to conduct and manages the event (Garcia, &
Middleton (2016).
Opportunity
As there are many opportunities with Woodford folk festivals is to grab international
guest as it conduct event in national and local level so it has plan to diversify and expand its
festival at internal level and make it more famous . And also it helps to introduce various new
talents and entertain the audiences to the large extent.
Competitive positioning analysis
PESTEL Analyses is basically a tool that determines the external marketing factors that
help to identify the factors which affect and influence the event. With the help of this company
can analysis the competitive position analysis at market place. By identifying the entire factor
which helps Woodford folk festival to conduct its event in the systematic and effective way. It
also helps to grab large amount of guest. It includes many factors such as political, economic,
social, legal, technological and environmental factor which affect the Woodford folk festival to
the large extent.
Political factor
It is the most important factor that affect the event as it determine how the government
decision such as tax rate , trade policies etc. so in the Woodford ford festival political factor
plays an important role as it may impose many policies which bare not in favor of the festival

and also it effect the working of the festival. And also by the interference of the government it
might increase the price of the tickets.
Economic factor
The second factor that effect the festival is economic factor. As it include gross domestic
products, inflation rate and income level. If the income level of the people is low then it will
affect the Woodford folk festival people will not able to buy the tickets of the festivals. As
economic factor differ from country. So it is very important to have stable financial condition of
the people and country.
Social factor
The other factor that impacts the Woodford folk festival is social factor. As Woodford
folk festival is a local festival so the social culture impacts the festival to the large extent. As
social factor include cultural, belief, attitude, and preferences of the people. As if people do not
like folk dance, music and various performances so it affects the event to the large extent.
Technological factor
Nowadays technology is changes drastically so it is very important. As it is very
important invest in the new tool and equipment. As Woodford folk festival target is to grab
international guest and for this it is very important to promote the festival to the various social
networking sites and digital platform so to attract the international audiences. So it requires more
invest in technology. Technology helps to reach global audiences and also it is the most effective
way of communication with the target audiences and guest.
Environment factor
Environment factor plays a major role in the marketing plan as it influences it to the large
extent. As if the climatic conditions are bad and not suitable such as chances of flood, heavy
rainfall then it might reduce the number of international guests (Baverstoc , (2015)
Legal factor
Legal factor plays the major role. As if the laws and regulation are not in favor of the
festival then it will affect the Woodford festival. It is important to follow all the legal laws and
regulation such as health and safety laws as it is important to conduct the festival in the safe
manner. And also it considers the health safety issue of the employees who are working there to
support the event.

PHASE THREE: STRATEGIES FORMULATION
Marketing objectives and target market segment
The marketing objective of the Woodford folk festival is to grab the international
audiences to the large extent. for these it has promote the event to the global level . it is adopt
aggressive marketing strategies to promote the event . and also it has adopt STP technique that is
segmentation , targeting and positioning which are three tool help in marketing. As segmentation
help is the important element which help to segment the market and on the other hand targeting
is also the important element as it is very important to target the market as Woodford folk
festival ‘s target market is youth as they are the one who are more excited for the event and wait
for the event for one year (McDONALD, (2016).)
Marketing plan mix
Marketing mix is the most important tool or technique by which all the combination of
factor that influence the event to the large extent. it include price , product , place , promotion ,
physical evidence , process and people . The entire factor has the wide range to influence the
event. All the factors are explain below-
Product – the product is the most essential element in the marketing mix. As it is the first
element of marketing mix. As the products are the core things. As basically there are four levels
of products such as core products, facilitating product, supporting product and the augmented
product. As core products are the most important product represent the focus of the business. As
wood ford folk has plan to expand their event as by this they can increase the international
visitors. As it is take place at every year. And approximately 2000 performers and 438 events
and programmed featuring local national and international guests. and also offer wide spectrum
of entertainment such as circus , cabaret , comedy , street performance , workshop , debate and
more .
Price – the second most important element of marketing mix is that the price of the event
as Woodford Folk festival has very minimum price as it has very cheap tickets that are offer to
the audiences. As it is very important to keep the price low so that more number of audiences can
attract. As the event is one of the most popular events.
Place – the third element of marketing mix is that the place. As Woodford folk festival is
easy and reachable and conducts in the centre of the city. And also there is excellent transport

festival. The festival takes place over six days and night from 27 December to 1 January each
year. It features wide variety range of performances and also many artists playing over different
venues within the festival grounds. It is held near town of Woodford. The event held every one
year. It start of 27 December and 1 January which is between Christmas and New year.
Promotion – as Woodford folk festival is very famous festival but they are planning to
grab international audiences. So it is very important to promote the event to the large extent.
They promote event or festival by giving ads in the newspaper or on social networking sites. It
has 2680 volunteers across 162 departments are at heart of the organization
People - people are the most important asset. As right people conduct the whole working
in the smooth manner. In the event the people are well trained and properly manage. They are
motivated to conduct the event and festival in the right manner.
Process – the next element of marketing mix is the process. As if the process is simple
than the festival will be conduct in the effect and systematic manner. And also it is important to
make the process in the easier manner.
Physical evidence - the last element is physical evidence as it directly interacts with the
audience. In these it is important to conduct and manage the event in the systematic manner. And
also it is important to provide all the services to the guest so that they feel satisfy (Lidstone &
MacLennan(2017)
marketing plan activity gantt chart

PHASE FOUR: RESOURCES ALLOCATION
Budget
Expenses Cost
Operational expenses 10000
Technical expenses 10000
Decoration 5000
Artist 10000
Human resource 10000
Other 5000
Total 60000
Non financial Resources implications
There are many non financial implications such as brand preferences, customer
experiences, innovation, market share, competitiveness and staff. Brand preferences play a major
role in the festival as it is conducting its event. Non financial resources play an important role in
the event. As it help to manage and control Woodford folk festival. As employees are the heart
of the company as there are 132000 people who work hard and well trained to serve best for the
audiences. And also to take the festival at international level. And also there 2680 volunteers
across 162 department are the heart of the organization and contribute to the set and day to day
running of the festival. The second non financial resources are its competitiveness that helps to
work in more effective manner. As there are many competitors of Woodford folk festivals that
motivate to work even better to gain competitive advantages. The third non- financial resources
is that customers experiences as it is very important to satisfy the customer to the large extent.
And is very important to provide many services and performances and it include all the local ,
international ,artists , musicians and presenters to entertain the guest and make them feel satisfy
and happy. And put all the efforts to solve their problems. The next financial resource is
innovation it is very important to improve the perform and style to grab the audiences. It is
important is spend on advance technology to improve and innovative the performance and style
(Kotler and et.al (2017)

Monitoring and reviewing
The monitoring and reviewing is important for making effective and valuable changes for
the company. The culture and music festival is effective in that peoples are feel best. For the
monitoring and review the company is use feedback from the customers. By this company is able
to take views of peoples and make changes as per their requirements. It is effective and valuable
for the business and growth of company by this effective marketing plan for attract customers
towards music festival.
RECOMMENDATIONS
The company can use effective and valuable tools for promoting their business at
marketplace likes articles, YouTube channels and etc. At the time of event they can provide the
best and effective free snakes to customers. By this customers are attract towards the event.
Before event organisation they can do the practices with proper and effective equipments.
CONCLUSION
The above report has based on marketing plan is a comprehensive document or blueprint
that outlines the advertising and marketing efforts for the coming year. Within a set of time
frame, it describes business activities involved in accomplishing specific marketing objectives. It
has concluded the mission, goals and objective. Furthermore it will help to identify all the
external and internal factors with the help of SWOT and PESTEL ANALYSES. It has also stated
all the marketing strategies. It has also articulated the entire international objective. It has also
plan the budget which help to give the right direction. It has also state non financial resources
and implication. And at last it has monitor and review the resources.

REFERENCES
Kotler and et.al (2017). Marketing for hospitality and
tourism.
Lidstone, J., & MacLennan, J. (2017).
for the pharmaceutical industry
Ferreira, J. N. P. (2017). Marketing Plan of the UCInova
Junior Enterprise (Master's thesis).
McDONALD, M. A. L. C. O. L. M. (2016). Strategic
marketing planning: theory and practice. In
marketing book (pp. 108-142). Routledge.
Baverstock, A. (2015). How to write a marketing plan.
In How to Market Books (pp. 135-165). Routledge.
Wong, H and et.al (2016). Marketing Plan Report.
Garcia, L. A., & Middleton, M. R. (2016). Internal
Marketing Plan.

Appendix