Explain the purpose of the event you
select. You ...
Explain the purpose of the event you
select. You can do this by doing the following:
a) The Bonnaroo Music and Arts Festival is
an annual Four-day event developed and produced by Superfly Presents and the AC
Entertainment since 2002 (Bledsoe,
2012). Every year held at the Great Stage Park on a farm in
Manchester, Tennessee. It starts on every second Thursday in June and lasts for
four days. In the past, the event has grown to indicate a record attendance of
between 90,000 to 100,000 people, of whom the majority is female attendees at
54.79% while the males were at 41.26% with the rest having not bothered to
participate in the census as per the 2014 census of the event (Bledsoe, 2012).
The event organizers have successfully incorporated the 3 E’s while doing the
event marketing and promotion. Doing its big ticket sales online, the event has
a website that engages the public and even refers to the followers as
Bonnarorians thus creating a certain excitement among them. It has also
commanded a following and hype thus offering the public an annual dose of
Entertainment from the music of various genres, art, foods, comedy and other
exhibitions. The event marketers have been enterprising in the sense that the
event has been dynamic incorporating ideas and engaging the followers. What
started in a hired field, the entrepreneurs later purchased the ground that
they refer to as the farm making it a permanent venue for the annual event (Bledsoe, 2012).
b) The primary target market for the event
is the fans who are music and culture lovers from Manchester, Tennessee. The
secondary target markets are tourists or visiting fans from other counties and
states in America.
Bonnaroo event marketers have utilized the Geographic market segmentation to
map the primary and secondary markets.
demographic of the primary target market who are mostly the local fans that are
lovers of music, the event engages the female fans more since they have been
the biggest proportion attending the event annually. It targets individuals
from all the educational levels and mostly individuals above the legal age of
twenty-one years offering a diversity of activities that suit the interests of
the ages. The psychographics segmentation of the primary target markets is all
those that love culture and music. The demographic and psychographic
segmentation of the secondary target markets are individuals of all economic
status, but more emphasis put on the female fans and at the same time those
that love the music and believe in cultural exploration (Bledsoe, 2012).
event benefits the locals and the tourists from other areas in providing an
enjoyable holiday destination. It also offers an opportunity for cultural
interaction and learning of the values and cultural engagements showcased in
the festival. Moreover, it provides an opportunity to learn more about waste
management through recycling.
the current promotional strategies and concepts of the event.
a) The Bonnaroo festival has primarily
focused on social media marketing and the sale of their tickets in an easy and
fun way through their website. They have created trendy hashtags and engaged
their fans throughout the year referring to the fans as Bonnarians to create a
sense of affiliation to the festival (Rajagopal, 2007).
They have also used the social media to gather feedback and engage the fans ion
improvements they want and made them feel like they are part of the planning
and execution. The past festivals have also witnessed the marketers use hashtag
flags all over the place so that the crowd can see it and post photos and
engage in conversations on social media thus creating even more curiosity and
excitement for the others that had not attended the festival. It was an
effective way to reach the target market considering that social media and
online marketing is the current generational marketing. The majority of the
music fans are also active users of social media.
The festival has also used the Key Fob
Wristband as a way to promote the event in the future since such individuals
keep the wristband beyond the event. The wristband contained a chip that one
had to be scanned to be able to access certain areas. It provided clearance to
sections of the festival that one was mandated to as per their ticket into the
festival. The bands also acted as good give away that kept the fans connected
to the festival and hence looking forward to the next festival.
b) One of the major ways that Bonnaroo can
adopt to improve brand awareness and public knowledge is by engaging all the
fans before, during, and after the event throughout the year (Rajagopal, 2007). Coachella Valley Music Festival
has been utilizing a strategy in the past. They have live streaming of the
event on YouTube while it is ongoing and hence engage the fans that did not
make it for the event and make more fans aware of its existence. It also
involves the fans through creating their social media in a way that they feel
like a community and hence can share ideas, ask questions, and reminisce about
the past events through the social media. It is a way to keep the brand known
to more people and maintain a block of loyal fans every year.
Another important strategy is to ensure
that they offer the fans an opportunity that they do not get anywhere else (Rajagopal, 2007). The fans being music lovers could
have a chance to interact and even take pictures with their favorite artists
and celebrities’ and then share them on their social media. It has worked for
Coachella with the sharing booth that they set aside and last time had a trend
of #KissForACause in a booth by H & H that raised over 1 Million dollars
for donations to fight AIDS. The strategy is very useful as it increases the
excitement of the fans while at the same time offering them a chance to
contribute to a good course.
the current sponsors of the existing event.
A. Some of the sponsors to the Ford,
Miller Lite, Mattel and Garnier, Tito’s Vodka, Garnier Fructis, among
others. The corporate sponsors stand to
benefit greatly from the event in that they get an opportunity for their Brand
exposure to the over 90,000 fans present at the festival (Bonnaroo.com, 2015). Secondly, the corporate get more
visibility of their brand to potential and existing customers through their
appearance on the festival’s website and their appearance at the festival as
well as on social media. Moreover, it offers the companies an opportunity for
community involvement and hence creating better relations with the customers.
Furthermore, the festival supports some charity organizations through donations
and therefore, collaborating with them is an opportunity for a sponsor for
corporate social responsibility.
The sponsors offered fun and
entertaining opportunities for the fans bound to make them want to attend the
next time. For example, Mattel, one of the sponsors furnished an
air-conditioned tent that offered people an opportunity to play board games. A
company like Garnier also set up salons that had hair-washing stations, which
was a great luxury for the participants that spent the long weekend at the
festival (Bonnaroo.com, 2015).
title sponsor I would recommend for the next year would be Apple Inc. It is
because it is a multinational technology company attracting a large number of
young people and across all genders. They offer a huge following on social
media, and their brand commands a big and growing market share in the technology
arena. They would, therefore, be a company that more individuals would like to
engage in and maybe have them offer discounts on their products and hence
attract more people to the event with an aim of engaging and getting the
discount in the products.