Just like any other businesses and profitable institutions, events need to be marketed to attain its goals and objectives. The marketing of events also includes the use of the marketing mix to ensure the event reaches the targeted marked and is positioned as desirable. For Glastonbury festival, there has to be an effective marketing strategy that will attract many audiences to the festival. The festival also has to conduct a market segmentation that will ensure the best desirable targets are discovered. The case of Glastonbury has been useful, and the event has successfully incorporated some of the marketing mixes thus attracting multitudes for the concert.
Explain how individual events are defined and classified
Special events are defined as the activities that engage many people who are brought together to interact of be an audience. Such events many include summer festivals, concerts, sports competitions and national celebrations among others. Special events are usually classified in broad measures considering their potential impacts on the community. Events applications and requirements for review changes depending on the classification of the function. Events can be classified as major, moderate, minor and administrative approval events. The major events often have thousands of participants going for many days and come along with significant impacts on the public service (Yeoman, 2004). The moderate activities involve more than 1000 attendees who use the public property, they close the streets, serve alcohol and may impact on the transport systems and parking. The minor events are the small sized events that have effects on the major public service that might be the closure of the streets and diversion of traffic. It can also include the use of private property that many demand approval of land use. Administrative support events are small events that do not cause similar effects as the other activities as they usually occur on a single day and never affect the public service (Bowdin, 2006).
Conduct a SWOT Analysis describing the scope and impact of marketing and events for the organizing body of Glastonbury Festivals
A SWOT analysis is a tool that can be used to measure the effectiveness or performance of an organization. For Glastonbury festivals, the analysis tool can be used to estimate the impact of marketing on the event organizing body.
- Strengths- The force of the festival is the fact that it has a good reputation where artists have been known to make or break their careers. Glastonbury also has a competitive advantage in the fact that it hosts many people and its location in the Somerset that makes it the best place for events (Smith et al. 2014).
- Weaknesses- The weakness that can be seen to associate with a lot of traffic, people express bad behaviors and disruption of the regular services where people find it hard to get to work and their normal daily routines affected.
- Opportunities- The possibilities associated with the festival include the boosted economy where the local economy gains enormous benefits from the spending around the towns. The multitude engages in various transactions that leave the local economy with significant benefits regarding revenue.
- Threats- although Glastonbury is a popular festival, it is facing a threat as it has to scramble for slots in the line-up following the upcoming festivals. The case leaves Glastonbury with homework to find strategies to boost its activities to attract many more people (French & Runyard, 2011).
Explain the role the marketing mix (4P’s/7P’s) play in developing an event marketing strategy and how is this applied in the case of the Glastonbury Festival
The above image is a simple diagram of the elements making up a marketing mix. The first mix is the product. It is essential to ensure the organization has the right product in the market. In the case of Glastonbury, the product is the service it is offering the public. The festivals understand its audience and have ensured its clients are getting the best festival in the history of festivals. Price is another mix where the amount a customer pays for a price or service is an essential component in the marketing mix. The festival, in the case of the farmer, was seen to be price friendly that saw many people come for the event on the farm. Promotion is the third marketing mix where a business has to boost its sales (Reic, 2017). In the case of the event marketing, the farmer chose to offer free milk for 1500 attendees in the event. It is a marketing promotion strategy that saw many people buy his tickets to attend the festival. Place in another marketing mix where the placement and the distribution of the product or service are important. In the face of event marketing, the place is the site of the event, and it appears Glastonbury has the best location for its festivals that attracts many people (McKay, 2015).
People are also a marketing mix, and it refers to the target and the people related to the business. In event marketing, Glastonbury a universal goal targets general public following the different festivals it holds including concerts and national celebrations. The process is the sixth marketing mix, and it has long been known to affect the execution of the service. The process in the case of event marketing in the Glastonbury festival has been a well planned ensuring that the entire festival is running efficiently. The seventh marketing mix is the physical evidence. Event marketing has to have proof that the service was delivered as planned. For Glastonbury, the physical evidence is the way the people perceive the event in the environment. The people can, in this case, be the physical evidence for the event (Jackson, 2013).
Describe the marketing strategies and resources that the Glastonbury Festivals Ltd would use in the event planning and implementation process
- Creating their marketing strategy
Glastonbury festival is a cultural product that is seen to be affected by the audience. The different audiences have different tastes and availability. The experience of the public also has an enormous impact on the consumption, and as such, the festival does its market segmentation focusing on the consumer needs and wants. Segmentation for the Glastonbury festival is focused on the age, gender and cultural beliefs and personality. The segmentation according to age can be concluded that the festival targeted adults who could attend the concerts and interact with other audiences in the festival. The gender segmentation of the Glastonbury festival is majorly men considering a festival are a rock event that is mostly a male dominated music. For the cultural beliefs, the festival targets people who believe in leisure as part of the culture and they have to spend time on certain activities as entertainment. These people are the primary target as they would not miss the event. Personality is another segmentation aspect where the people targeted by the Glastonbury festival are individuals with common characters who have fun attending to concerts and interact with different people from diverse backgrounds.
- Targeting and Positioning
The market targeting is usually expected to have potential and commercial of the segments. Targeting can be based on the size where the market has to be spacious to justify the segmenting. Glastonbury has a huge target because of its size and considering it hosts thousands of people. Targeting can also be based on accessibility where each segment has to be accessed to the event and also receive the marketing messages. The availability of the segmented market is fair enough for Glastonbury as the segmented markets have the potential to receive the marketing messages of the event as they have passion and love such events. The festival also targeted its market focusing on the money they needed. The festival is known to host many people and is the largest worldwide as such; its targeting appears to be best as it will make the expected money from the event. The positioning of the game is also strategic since it has the best locations in England that are also attractive to many people around and across all walks (Bowdin, 2011).
- Monitoring and Control
- Monitoring and evaluation
Glastonbury festivals are always successful following the terms employed for crowd safety. The management usually has variety of systems to manage their crowd's movement. However, there needs to be an improvement. The festival needs to make more use of technology and implement surveillance systems all over the grounds to ensure each and every area is covered and monitored. There should also be grounds people to man the areas and ensure peace prevails to the end of the festival.
- Risk management
In events such as the Glastonbury festivals, people are usually in large numbers, and there are chances that security might be breached. There are risks from food poisoning and attacks from unethical people. In the face of risk management, Glastonbury needs to ensure it has specific points where the audience can purchase edibles and also have assistance from the security departments o ensure no terrorists reach the place dangerous weapons (Mackellar, 2013).
The marketing of events also includes the use of the marketing mix to ensure the event reaches the targeted marked and is positioned as desirable. Glastonbury festival is a cultural product that is seen to be affected by the audience. The different audiences have different tastes and availability. The experience of the public also has an enormous impact on the consumption, and as such, the festival does its market segmentation focusing on the consumer needs and wants. The marketing of the Glastonbury festival has been successful considering the multitude that attends the festival as indicated in the case.
Bowdin, GJ 2011, Events Management, Oxford, U.K.: Routledge, Discovery eBooks, EBSCOhost, viewed 2 April 2017.
French, Y, & Runyard, S 2011, Marketing And Public Relations For Museums, Galleries, Cultural And Heritage Attractions, Abingdon, Oxon [UK]: Routledge, Discovery eBooks, EBSCOhost, viewed 2 April 2017.
Jackson, NA 2013, Promoting And Marketing Events : Theory And Practice, New York: Routledge, Discovery eBooks, EBSCOhost, viewed 2 April 2017.
Mackellar, J 2013, Event Audiences And Expectations, New York: Routledge, Discovery eBooks, EBSCOhost, viewed 2 April 2017.
McKay, G 2015, The Pop Festival : History, Music, Media, Culture, New York: Bloomsbury Academic, Discovery eBooks, EBSCOhost, viewed 2 April 2017.
Reic, I 2017, Events Marketing Management : A Consumer Perspective, London: Routledge, Discovery eBooks, EBSCOhost, viewed 2 April 2017.
Smith, K, Backer, E, McMahon - Beattie, U, Yeoman, I, & Robertson, M 2014, The Future Of Events & Festivals, Abingdon, Oxon: Routledge, Discovery eBooks, EBSCOhost, viewed 2 April 2017.
Yeoman, I 2004, Festival And Events Management, Amsterdam: Routledge, Discovery eBooks, EBSCOhost, viewed 2 April 2017.