Report: Analyzing the Marketing Campaign for a Music Concert Event

This report analyzes the marketing campaign for a proposed international music concert, evaluating its effectiveness across various criteria such as market research, buyer personas, SEO, content, and data analytics. The analysis identifies strengths and weaknesses, particularly in the areas of market segmentation and customer engagement. The report recommends improvements, including implementing diverse marketing strategies, demographic market segmentation, and leveraging technology for customer communication and satisfaction. The conclusion emphasizes the importance of a broad customer reach, cost-effective marketing, and a positive brand image for maximizing sales and event success. The report is an example of the type of content available on Desklib, a platform designed to provide students with AI-based study tools and resources, including past papers and solved assignments.

Events and Destination
Marketing

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Part 1:...............................................................................................................................................1
Effective marketing campaign.....................................................................................................1
Part 2:...............................................................................................................................................2
Compare campaign with selected criteria....................................................................................2
Part 3:...............................................................................................................................................3
Recommendation to improve.......................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing is the organizational activity through which they tend to promote the buying
and selling of their products and services by which it can achieve a strong economic growth. The
proposed event is of a music concert which tend to having artists from various geographic areas
for performing. Analysis in the effectiveness of marketing campaign is being done in this report.
With that implications of the differentiation of the differences of the present marketing campaign
and ideas marketing campaign is also being evaluated in the report.
MAIN BODY
Part 1:
Effective marketing campaign
Effective marketing campaign consist of several other elements which are as following.
1. Market research- For conducting an effective event it is very important that the event
organizers are able to conduct and appropriate market research through which it is able to
understand the customer requirements and previous effectiveness of the organized events
(Stanley, 2017). This is necessary because the event organizers are not being able to
provide new type of event or services then it will not be able to attract new and trendy
crowd towards the organization. With that this can also be used for identifying the
excepted revenue which can be achieved.
2. Buyer personas- Before conducting the market research the event management has to
identify the specific targeted audience through which it is able to achieve high
organizational sales. This is necessary because the revenue collection is directly
dependent upon the buying capability of the customers and thus if the customers are
being able to purchase the services the event management has to face a huge economic
loss (Dantas and et.al, 2021). Due to which organizers have to identify the type of
segmented targeted customers which can be attracted towards the event, with that this is
also important to identify their purchasing capability so the event pricing can be placed
accordingly.
3. Search Engine optimization (SEO)- Customers are showing high level of engagement
in utilizing technological advancements like social media and because of which by
promoting event activities. Through the means of internet high level of customer
engagement can be achieved. Due to this event managers often use widely used search
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engines through which it able to attract wide range of customers. This is necessary
because by using popular search engines event management also tend to develop positive
organizational image through which high brand awareness can be achieved.
4. Attention-Grabbing Content- Event is a short term activities which is often organized
in such a way that it is able to attract wide range of customers through which high sales
can be achieved. Due to this event management often tend to develop attention grabbing
content like catch phrases or slogans which are easy to understand and are being made to
generate curiosity by which customer's level of engagement with the event activities can
be increased (Kapilan and Elangovan, 2018). In the present time this is often being used
in the form of Hashtags (#) which is easy to share within the social media platform and
through which positive image can also be developed.
5. Data enrichments and analytics- This is the event activity in which the event organizers
tend to glorify the organizational content through which it tend to ensure that it is able to
showcase customer that they are able to achieve high level of brand awareness by which
customers can achieve a senses that they are able to achieve a value of money services.
Part 2:
Compare campaign with selected criteria
Following is the comparison of the campaign with the effective evaluation against the criteria.
1. Market research- The proposed marketing campaign is of conducting an international
music event in which artists from various geographic areas will be available. Due to
which the market research is being conducted so that high level of customer attraction
can be achieved (Wessel, Thies and Benlian, 2017). But the research is being conducting
on the previous history so that type of services can be identified, due to which it is limited
because not identifying the customer requirements because of which it may face
limitations in attracting customers.
2. Buyer personas- The event is concentrating on the psycho-graphic market segmentation
and because of which tend to attract the customers of the younger age group mostly
consisting of college students because of their expenditures and high interest in music.
Since the marketing activities are being limited to the younger audience because of which
the event management tend to face limitations in sales which will affect its economical
growth.
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3. Search Engine optimization (SEO)- The customer bases of the proposed music event is
the younger segments of society and because of which event tend to increase its high
level of engagement with the social media marketing through which it tend to ensure that
it is able to attract the customers from other geographic areas as well. This is an effective
way through which it can analyse the effectiveness of organizational advertisements
through social media platforms (Ducange and et.al, 2019).
4. Attention-Grabbing Content- The management at live music concert to develop
organizational strategies in such a way that it is able to achieve high level of customer
engagement and because of which has to implement several creative online slogans and
hashtags. The main reason behind this activity is to empower organizational customers to
share the event activities with each other, through this mouth-to-mouth advertisement
event management can develop a positive image.
5. Data enrichments and analytics- Apart from advertising organizational activities
through the means of internet live music event management also tend to use traditional
marketing measured like pallet paper and TV advertisement. Through this it tends to
ensure that it is able glorify the organizational services to the customers, and they can be
ensured of having a value of money services (Schindler and Messner, 2017). This tends
to increase the organizational expenditures of advertising itself but the management tend
to ensure that expenditures are being done in a controlled way by which high profit
margin can be achieved, which limits event to attract wide range of customers.
Part 3:
Recommendation to improve
From the above evaluation it can be recommended to the event management that it tend
to implement different creative integrated advertisement measures through which it is able to
develop a positive concert image in front of the customers by which they can be ensured that
they are able to achieve a new and rare type of experience. Due to which customers can be
motivated to increase their level of engagement with the event activities and thus they can be
inspired to pay high prices which will provide en efficient economic growth (Kang, 2018).
With that it can also be recommended to the event management that tend to implement
demographic market segmentation through which it is able to achieve customer diversity by
which it can achieve an efficient organizational sales. This is also important for the organization
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because by attracting wide range of customers event management can minimize the threat of
having a significant impact of increased chances of brand switching.
With that it can also be recommended to the event management that it tend to analyse
identify the customer requirements and for which it must tend to utilize technological
advancements and develop effective communication channels with that customers through
various customer touch points. This is important for organizations because it haDucange, P.,
Fazzolari, M., Petrocchi, M. and Vecchio, M., 2019. An effective Decision Support System for
social media listening based on cross-source sentiment analysis models. Engineering
Applications of Artificial Intelligence, 78, pp.71-85.s to ensure that it is able to fulfil the
customer requirements by which it can ensure that it is able to ensure its customers their the
services are being provided within the event are able to fulfil their requirements. This will
increase their loyalty with the event management which can be used in the future upcoming
events. This, is necessary for the event management because it tend to conduct a series of events
and due to which it has to ensure that all the customer requirements are being fulfilled which will
develop customer's loyalty towards the organization. Thus through this activity event
engagement can ensure that it is able to achieve high success rates in its upcoming future events.
The event management at live music concert also tend to ensure that it is able to achieve
a high level of brand awareness through which it can ensure that it is able to achieve a high
organizational sales. But also with that company has to ensure that it is able to develop a positive
image in front of the customers by which sales can be increased. Due to which the event
management has to increase its engagement in integrated approach of digital marketing and
traditional market techniques by which chances of goal achievement can be increased.
CONCLUSION
From the evaluation in the report it can be concluded that event management have to implement
several ways through which it is able to increase its reach to a wide range of customer base by
which it can achieve a high sales. With that it also has to analyse different creative ways by
which large customer base can be attracted in minimum expenditures which will reduce the
expenditures and resource event operation within high profit margin.Ducange, P., Fazzolari, M.,
Petrocchi, M. and Vecchio, M., 2019. An effective Decision Support System for social media
listening based on cross-source sentiment analysis models. Engineering Applications of Artificial
Intelligence, 78, pp.71-85.
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REFERENCES
Books and Journals
Stanley, D.T., 2017. Designing an Effective Marketing Campaign for Small Business
Convenience Stores.
Kang, J., 2018. Effective marketing outcomes of hotel Facebook pages: The role of active
participation and satisfaction. Journal of Hospitality and Tourism Insights.
Schindler, S. and Messner, M., 2017. ‘I Want to Persuade You!’–Investigating the effectiveness
of explicit persuasion concerning attributes of the communicator and the marketing
campaign. Social Influence. 12(4). pp.128-140.
Ducange, P. and et.al, 2019. An effective Decision Support System for social media listening
based on cross-source sentiment analysis models.Engineering Applications of Artificial
Intelligence. 78. pp.71-85.
Wessel, M., Thies, F. and Benlian, A., 2017. Opening the floodgates: The implications of
increasing platform openness in crowdfunding. Journal of Information
Technology. 32(4). pp.344-360.
Kapilan, S. and Elangovan, K., 2018. Potential landfill site selection for solid waste disposal
using GIS and multi-criteria decision analysis (MCDA). Journal of Central South
University. 25(3). pp.570-585.
Dantas, R. and et.al, 2021. Evaluation of multiaxial high-cycle fatigue criteria under proportional
loading for S355 steel. Engineering Failure Analysis. 120. p.105037.
Online
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