Contents

• This report is based on the following requirement -
• Background
• 50%
• 4,000 (max) words
• Monday 25 May 2015 (11.59 pm EAST)
• Report Format (Harvard style)
• CloudDeakin dropbox (no cover sheet required)
• (NB: make sure your NAME is on the front page of your assignment)
• Marketing literature identifies two approaches to marketing: ‘Product-led’ marketing makes a product first and then finds the audiences that are interested in it; ‘Target-led’ marketing identifies the potential audience and attempts to offer an art product to them.
• A ‘product led’ approach is common in art organisations where independent producers or artists create artistic works before marketing practice begins. ‘Target led’ marketing produces artworks that appeal to audiences, but is seen to run the risk of compromising artistic integrity and the ‘edginess’ of works.
• A more recent tactic (Hill, O'Sullivan & O'Sullivan 2003) aims to reconcile the two approaches, arguing that while artistic planning cannot be dominated by market forces, marketing needs to be an integral part of the process of artistic planning.
• Topic
• Design a new arts or cultural product (this could be a production, performance, exhibition, festival, public program, arts service etc) and prepare a strategic marketing plan for this product. (NB: your strategic marketing plan will be for a specific project or product, not the overall organisation). Your approach to this marketing planning exercise should reflect the following arts marketing definition:
• ‘an integrated management process which sees mutually satisfying exchange relationships with customers as the route to achieving organisational and artistic objectives.’ (Hill, O'Sullivan & O'Sullivan 2003 p.1)

Description

The reason for this marketing plan is to study the diverse marketing strategies that exist in music festivals. This report will particularly focus on the different ways in which the audience can be communicated to. Moreover, it will determine marketing strategies that should be dimmed as effective for the music festivals. This report will entail views from various researchers. Marketing contemporary arts stresses on establishing communication with the intended audience; for the communication to be successful the audiences have to be encouraged to give their feedback. Feedback from the audience can be accessed through various channels, more specifically the socially media.
The marketing team has to find and also take into consideration how to segment the audience which will eventually improve communication with the audiences who present all the segments that they are placed in. The strategies for marketing may be used in music festivals and they need to entail enhancement of the brand being used by the music festival and the development of programs that are diverse which can engage the community at any level.