Marketing Strategies for Woodfordia Folk Festival Visitors

This report presents a detailed marketing plan for the Woodford Folk Festival, focusing on strategies to increase interstate visitor numbers over the next three years. The introduction outlines the purpose and scope of the plan, emphasizing the festival's community-driven nature and its potential to boost Queensland's tourism economy. The report identifies various methods to attract visitors, including ticket sales through local partners and providing accommodation services. It also details two potential target market segments: psychographic and demographic, with a specific focus on the demographic segment of individuals aged 16-39 and over 55. The marketing plan includes an executive summary, goal setting, a situation review incorporating SWOT analysis and competitive positioning, and the formulation of marketing strategies, objectives, and target market segmentation. The plan also details the marketing mix, including product, price, promotion, place, and people strategies. The report concludes by emphasizing the importance of these strategies in achieving the festival's objectives and promoting folk culture.

MARKETING PLAN
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Ways in which chosen firm can increase interstate visitors to festival over further 3 years..3
Two potential target market segments in context of Woodfordia Folk Festival....................4
Marketing plan to gain attention of chosen target customers.................................................5
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
Appendix..............................................................................................................................12
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INTRODUCTION
Marketing plan refer to a detailed report that outlines marketing tactics of a company
from coming era, month or quarter (Chernev, 2020). It usually includes an overview of business
or product’s advertising and marketing aims and clear description of venture’s present marketing
position. A marketing plan is comprise of different types of models and strategic framework that
aid to achieve aims and objectives of chosen organization. This report is also consider as
strategic road make that companies utilise to organize, examines and monitor their marketing
tactic over a given time period.
The current assignment will base on Woodfordia Inc, is community driven company with
500 acre headquarters (Beck, 2018). This study will explain ways in which company can
increase interstate visitors to festival over next 3 eras and will also describe two potential target
market segments. Furthermore, at last in this report marketing plan to attract selected customers
will justify.
TASK
Ways in which chosen firm can increase interstate visitors to festival over further 3 years
Woodford folk festival is an event of global standing, it is held annually over six days
and nights from 27th December through to 1st January, the first day of New Year (Hearse, 2018).
More than 438 events with 2000 performers have been arranged and are programmed featuring
national, local and global visitors. In order to increase interstate travels to event for the last three
years to enhance Queensland and WFF tourism economic benefits, company can use varied types
of ways accessible in world of business, which are quite beneficial and helpful for them in term
of increasing consumers base and GDP.
 Along with selling Tickets from outlets management should sell tickets via local partners
who can promote events, all over than world and easily sell tickets to local people from
any nations. It is one of the best ideas Woodford folk festival can consider and implement
to gain all benefits and competitive edge within marketplace. It can be said that, people
face issues to purchase tickets from place where festival has been organized. The most
common issue buyer can face is a long queue, where individual stand in big queen and
wait for his or her number. By considering and implementing this way management can
effectively enhance visitors number which turn into Queensland tourism economic
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benefits in term of increasing products purchase like water bottle, snacks and other things
by global visitors (Star, Rolfe & Brown, 2020)
 Along with above method, organization can provide local accommodation services to
visitors who come from other place to enjoy six days festivals journey, it can help
interstate travellers plan their stay. They can partner with those locations and provide
special deals to attendees. It can cater a great income source to local people and provide a
lot of benefits of economy.
Two potential target market segments in context of Woodfordia Folk Festival
Target market usually consist of customers who exhibit same traits such as income, age,
lifestyle, location, preference etc. and are recognized most likely to purchase or venture’s market
offering or are expected to be the most profitable segments for a company to service. Before
making any plan or providing services to visitor’s, organization must target specific market
segment who are able to buy festivals tickets and are interested within each activity (Kruger,
2020).
Two target market segmentations-
Psychographic market segment-
Values, priorities, psychological influences, motivations, personality characteristics,
lifestyles, attitudes and subconscious beliefs are the examples of this segment. These elements
are slightly more complex to determine than demographics because they are subjective (Pitt, Bal
& Plangger, 2020).
Demographic market segment-
This segment is one of the most common and popular utilized kind of market
segmentation which refers to statistical data about a unit of individual. Ethnicity, age, location,
education, gender, annual income, family situation and income are examples of this category. It
can be divided into different markets to aid a company target their buyers more appropriately
(Meretse, Mykletun & Einarsen, 2016). It can distinguish target market into smaller categories
based on all above demographic components.
For detailed planning, one specific target market can be chosen for Woodfordia folk
festival and that is demographic market segmentation. With this option, WFF management and
marketing team can select visitors between 16-39 ages and above 55 years.
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Marketing plan to gain attention of chosen target customers
Executive summary-
Marketing plan is defined as road map that outlines marketing attempts and essential
directions through applying varied types of techniques or approaches as well as concepts. The
current marketing plan will be based on Woodford folk festivals especially organize for target
market and other people either local or global. It has described different models, concepts, smart
objectives, monitoring and work measuring methods.
Introduction-
In recent time, due to social and economic factors, people’s change the way they work or
act. It is quite difficult for companies within any sectors or industries in term of retaining and
attracting consumers to purchase services or products, which is really very important. Marketing
plan play vital role in this situation, it aid to satisfy consumers by providing items according to
their needs, because it consist with so many theories and other elements which aid to gather a lot
of data about business environment and needs of customers. This work will covers all the
information by using secondary research sources.
Goal setting-
The mission statement of Woodfordia is to stimulate, foster and facilitate promotion and
preservation of folk culture for common good (Holmes & Mair, 2018). WFF mission is to spread
knowledge about folk culture and benefits Queensland tourism economy.
Woodfordia Inc goal is to increase interstate of visitors and their growth rather than
before, because it help to enhance economic situation even better.
Situation review of current WFF and interstate visitor market-
 Current interstate visitor market segments and marketing tactics- To gain attention
of visitors and local people more than last few years and retain travellers for last three
years or more, management of chosen firm can apply different types of marketing
strategies along with existing ones. They can consider the latest digital marketing tools to
promote festivals and activities related to it in effective manner, which actually help a lot
in context of achieving business objectives and aims. Facebook, Twitter, YouTube,
Instagram, TV, etc, are different sources of advertisement that firm can utilize to promote
festivals. Recently, organization in regard to advertise festivals use posters and brochures
as marketing strategies. Current interstate visitor market segments of Woodfordia Inc
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festivals are demographic, they focus on those people who are still connected with folk
culture and always seeks to gain functions where these types of activities happen
(Chernev, 2020).
Figure 1WoodfordiaPosition
(Source: Woodford festival, 2019)
 SWOT analysis-
 Strengths- Strength of a company play important role in its success and growth within
marketplace (Kokina, Pachamanova & Corbett, 2017). Here, workers are the biggest
strengths of Woodfordia Inc who are able to make all the arrangements for local and
international guests accordant to their needs and preferences. Second Strength of
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company is that they promote via using varied marketing tools in ethical and systematic
manner.
 Weakness- lack of market analysis is one of their weak points that affect consumer’s
base and all arrangements of festival in negative manner. Organization discovers that
their weaknesses could become resources, because they were a chance to seek suggestion,
to include and empower individual beside them.
 Opportunity- technology development and advancement is one of the best opportunities
for Woodfordia Inc and Woodford folk festival. Because through digital marketing tools
and platforms marketing teams can gain attention of visitors from local to global level.
Furthermore, it can be said that market analysis is another chance for organization which
they can grab before making further plans relate to festivals as it make them able to
arrange everything according to trend and needs of individual.
 Threat- Intense competitive or competitive environment within industry posse’s threat
for chosen firm. There are many companies or event organizers organizing events or
festivals like music festival or trending as well which increase competitive atmosphere
within market place that affect current marketing and management strategies of company
in negative manner.
 Competitive positioning analysis- It is conducted to make company able to develop
strategic plan in context of their current competitive position. These may be to keep an
benefit, advantage and effort an improvement. Here, Porter’s five forces model can be
use to analyse competitive position of company in market place.
 Bargaining power of buyers- the power of visitors is high because people have power to
switch to another festival or services where they feel that it is much better than other and
according to interest. Buyers always find out the best for themselves as well as their
family and due to this factor company feel pressure to retain all of them for next three
years (Pilcher, & Eade, 2016).
 Bargaining power of suppliers- degree of this force is low because number of suppliers
in market is high, when company suppliers do not work for them then management chose
other who provides services and all equipments to firm for making six days and night’s
festival memorable for visitors. This statement clearly define that suppliers have low
power to increase price of service and other things.
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 Threat of new entrance- Level of this force is low because when new event organizer
wish to enter into sector they must need a large amount for each activity which is totally
not possible for everyone. Because of this reason Woodfordia face not too much issues,
they only had to deal with existing organizations who try to beat them.
 Threat of substitute products or services- degree of this element is moderate because
customers do not have many options. Other event companies or folk festival firms are
also providing same services.
 Competitive rivalry between existing players- competition between existing festival
organization organizations is high, they all effort to give tough competition to each other
(Yang, Luo & Zhang, 2018). National council for traditional arts, Philadelphia folksong
society, Eastern Maine development etc. are the competitors of Woodfordia Inc and
Woodford Folk festival.
Strategy formulation and target market segmentation-
 Objectives-
 To increase interstate visitors for next three to four years.
 To increase Tourism economic benefits
 To promote folk festival all over the world.
 Gain attention of international travellers towards folk festivals.
Target market segments-
The potential interstate traveller target market segments of Woodford Folk festival is
between 16 to 39 ages and above 55 because they are highly interested in folk or cultural events.
Description and justification of target consumers-
16-39 age guests are highly interested to take part in each activity of an function, they
show energetic movements and encourage other to do so. Woodfordia Inc, festival programmes
features concerts, writer’s panels, dance, film festival, street theatre’s, fold medicine, social
dialogue and an entire children’s event. All these things encourage great sprit among individual
either local or international.
Marketing plan mix-
 Product- Organization provides variety of food and beverage services and products to
consumers according to needs and like.
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 Price- Marketing department must set affordable price for visitors which are valuable for
them and allow enjoying event by purchasing tickets, they can use psychological pricing
strategies.
 Promotion- marketing department to advertise folk festival can use social media and
digital marketing sources like billboard and other.
 Place- organization must select location where visitors can enjoy current movements and
make themselves stress free; they can chose destination out of city around nature.
 People- human resource department and manager hire skilled applicants who have
knowledge about events management and train existing workforce through experienced
persons who guide and direct each applicant in systematic manner.
 Process- Woodfordia Inc Company monitors each and every activity of folk festival by
implementing dron as digital camera.
 Physical evidence- they can show their physical presence by developing specific
websites where marketers update all information about festival and ways to buy tickets
from local partners.
Resource allocation and monitoring-
 Budget-
Resources Cost $
Room rental 300
Music Equipments 600
Decorations 700
Food 500
Drinks 550
Lights 400
Paid advertising 750
Web development 700
Special offers 600
Labour 900
Total 6000
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 Non financial resource implications- In list of this category Woodfordia Inc can include
their staff members and food, shelter and other facilities (Velte & Stawinoga, 2017).
 Monitoring and reviewing- Organization can make assure that their marketing plan is
going on track by measuring increasing number of visitors. They can use benchmarking
method as well throughout they can identify and compare competitor’s activities with
their own and then determine mistakes which they can improve for further success.
Recommendations-
By summing up above discussion, it has been analysed by following and considering
beneficial suggestions Woodfordia Inc can make their festivals memorable and valuable for its
guests, which allow them to increase interstate visitors base.
 They should provide a template in which questions related to customers’ needs and
preferences must mentioned, which benefits firm and management to know more about
people in effective manner.
 Furthermore, it can be said that accommodation facilities are the main attraction point for
travellers. Firm must provide travel services to people who belong to other nation and
came to enjoy festival.
CONCLUSION
From above analysis, it has been concluded that by using demographic market
segmentation organization target potential visitors at international level and gaining their
attention by utilizing digital marketing tools as well as social media platforms. It has been
identified that by effective marketing tactics and implementing within current business activities
organization successful achieving their set objectives and aim, which increase their profitability
and productivity level even better.
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REFERENCES
Book and Journals
Beck, N.R., (2018). Phytochemical screening and elemental analysis of leaves and stem barks
powder of Woodfordia fruticosa. International Journal of Green Pharmacy (IJGP).
11(04).
Chernev, A. (2020). The marketing plan handbook. Cerebellum Press.
Chernev, A., (2020). The marketing plan handbook. Cerebellum Press.
Hearse, M., (2018). Collective community. Australasian Leisure Management. (130). p.48.
Hjalager, A. M., & Kwiatkowski, G. (2018). Entrepreneurial implications, prospects and
dilemmas in rural festivals. Journal of Rural Studies. 63. 217-228.
Holmes, K. & Mair, J., (2018). Events, Festivals, and Sustainability: The Woodford Folk
Festival, Australia. In The Palgrave handbook of sustainability (pp. 583-597). Palgrave
Macmillan, Cham.
Kokina, J., Pachamanova, D., & Corbett, A. (2017). The role of data visualization and analytics
in performance management: Guiding entrepreneurial growth decisions. Journal of
Accounting Education. 38. 50-62.
Kruger, M. (2020). Arts Festival Offerings: What Do Market Segments Prefer? Evidence from a
South African National Arts Festival. Event Management, 24(1), 197-216.
Mahadevan, R. (2018). To Attend or not to Attend a Rural Folk Festival: Examining
Nonattendees' Behavior Using a Temporal Approach. Event Management. 22(3). 441-
452.
Meretse, A.R., Mykletun, R.J. & Einarsen, K., (2016). Participants' benefits from visiting a food
festival–the case of the Stavanger food festival (Gladmatfestivalen). Scandinavian
Journal of Hospitality and Tourism. 16(2). pp.208-224.
Pilcher, D. R., & Eade, N. (2016). Understanding the audience: Purbeck folk
festival. International Journal of Event and Festival Management.
Pitt, C. S., Bal, A. S., & Plangger, K. (2020). New approaches to psychographic consumer
segmentation. European Journal of Marketing.
Star, M., Rolfe, J. & Brown, J., (2020). From farm to fork: Is food tourism a sustainable form of
economic development?. Economic Analysis and Policy.
Velte, P., & Stawinoga, M. (2017). Integrated reporting: The current state of empirical research,
limitations and future research implications. Journal of Management Control. 28(3). 275-
320.
Wang, K. Y., Kasim, A., & Yu, J. (2020). Religious Festival Marketing: Distinguishing between
Devout Believers and Tourists. Religions. 11(8). 413.
Yang, H., Luo, J., & Zhang, Q. (2018). Supplier encroachment under nonlinear pricing with
imperfect substitutes: Bargaining power versus revenue-sharing. European Journal of
Operational Research. 267(3). 1089-1101.
Online
Woodford Folk Festival. 2019. [Online]. Available through: <
https://www.eventsponsors.com.au/event/view/103>
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Appendix
From above budget table, all the essential resources have been mentioned with
appropriate price structure. All assets are useful and beneficial in context of Woodford Folk
festival.
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