advertising [marcato festival]
TRANSCRIPT
MARCATO DIGITAL
Somerville - Team 2
Kehinde AdewunmiByungjin An
Michela CaltranLucia Lozano
Vladimir Martyanov
Agenda
Executive Summary
The Brand
Target Audience
Positioning
Marketing/Sales Funnel
Marketing Strategy
Key Metrics
Conclusion
Executive Summary
The objective of this project is to recommend a new digital marketing strategy for
Marcato Festival, a web-based solution offered by Marcato Digital.
The proposed strategy addresses two different personas: CEOs of Festival
Organizations and Festival Managers/Coordinators.
Compared to other competitors, the Festival Management Software provided by
Marcato differentiate itself for its usability, numbers of feautures and the
correlation between price and work efficiency.
The suggested digital marketing strategy focuses on Content Marketing and put
emphasis on Owned and Paid Media, such as Blogs and Social Platforms.
The implementation of this approach will increase Brand Awareness. Content
Consumption, Social Engagement, and Conversion Rate will become the main
gauges of success.
The Brand
Marcato is a leading innovative company that specializes in the creation and development of smart web-based management solutions designed to maximize efficiency in the entertainment industry. Using a vast experience in the music industry, the company is now focusing on the Festival Management Software, specifically developed for festival and events managers.
The brand offers an efficient and cost-saving solution for critical problems of managers and festival staff.The software allows customers to collaborate seamlessly and accomplish their goals faster.The provided service is highly customizable according to clients’ changing needs.
Age: 27-37Occupation: Production ManagerStatus: SingleLocation: USA
MOTIVATIONS 1 10
IncentivesFearAchievementGrowthPowerSocial
Lucia works as a Production manager for Indie Music festival. She is very creative, but also very practical. She pays attention to detail and expects the job to be done quickly without delays. She struggles with loads of paperwork which take long time to fill and process.
GOALS• Create a “perfect” customer
experience• Build strong and efficient
relationships among team members
• Keep track of everything
FRUSTRATIONS• Misunderstanding and
tensions within a team • Red tape• Not delivering results on time• Customer dissatisfaction
PERSONALITY
Extrovert IntrovertSensing IntuitionThinking FeelingJudging Perceiving
TECHNOLOGY1 10
SoftwareMobile AppsSocial networksIT and Internet
“ORGANIZING A FESTIVAL REQUIRES COMPLEX PLANNING AND IS VERY DEMANDING.”
Target Audience
AGE: 50-55Occupation: Festival CEOStatus: MarriedLocation: Canada
MOTIVATIONS 1 10
IncentivesFearAchievementGrowthPowerSocial
TED is the CEO of Rockin’ Festival. He is well organized, andloves when the job is done efficiently. He is a perfectionist andvery demanding from his coworkers. He is in a constant searchfor profitable and innovative ideas, thus reviewing the musicindustry on daily basis.
GOALS• Build a strong leading business
reputation• Create an innovative and
relevant portfolio• Keep track of everything• Optimization of resources
FRUSTRATIONS• Poor communication• Data loss/errors• Unorganized work flow• Customer dissatisfaction• Inefficient finance allocations
PERSONALITY
Extrovert IntrovertSensing IntuitionThinking FeelingJudging Perceiving
TECHNOLOGY1 10
SoftwareMobile AppsSocial networksIT and Internet
“I DON’T CARE HOW, BUT SHOW ME THE MONEY!”
Target Audience
TEDCEO
Uncoordinated feedback and inadequate communication among managers.
Errors and data loss due to different hierarchies in the work flow.
Inefficient allocation of financial resources
Struggle to maintain the brand’s reputation.
Unexpected obstacles as a result of inefficient collaboration among teams.
Slow turnaround time of official procedures and management approval.
Disputes among team members due to heavy workload.
Customer dissatisfaction due to long waiting time.
LUCIAFestival Manager
Issues that Need to Be Solved
Competitors
Positioning: “The most established festival management System”.
Website provides a good understandingof the company’s offerings, whilecapturing its benefits.
Any native English speaker can easilyunderstand how the system workswithout necessarily having a robusttechnical background.
Social media presence:
No YouTubechannel No content in Facebook Some content in Twitter
Positioning: “All-in-one system”.
Website does not properly communicate their offer.
Many bad reviews.
Social media presence:
Youtube videos about conferences and “Why I love working in Vendini”
Facebook: news about the company and information about the industry
Twitter: same content as Facebook
Brand Positioning Statement
To festivals managers, CEO and staff who need to plan, organize and execute festivals efficiently. Marcato is the brand that offers the best festival management software, a web based solution to optimize the organization process and guarantees a successful event, because it is the only software that provides a complete spectrum of features and services from inception to conclusion. The brand character is inherently innovative, efficient, secure and reliable, competent and customer oriented.
Competitive Advantage
High accuracy
Large personal experience in the industry
Larger offering portfolio compared to the main competitors
Multi threaded collaboration among different departments
Cost-effective and convenient
More value Broader and more relevant partnerships
PositioningW
ork
Eff
icie
ncy
Price
$1000 $3000 $5000 $7000
Ease
to
use
Feautures
Artist Press & Media Credential Ticketing
Marketing/Sales Funnel
PURCHASE
Marketing Initiatives
Owned Media
WEBSITE
Free Trial
CONTACT
$
Stra
tegi
c Sa
les
Fun
ne
l Th
rou
gh W
eb
site
Marketin
g Fun
ne
l
Blogs, SEO, Google AdWords Social Media, Email Marketing , Partnerships & Customers ReferralsConferences / Publications
Official Website & BlogSocial Media, Videos
Features, Product/Service Description, About USTestimonials
Free Trial (7 days)Subscriptions
Pricing ,Contact (Phone/Email)Purchase & Training Period
Return onInvestment
Marketing Strategy
Content Marketing
10 Common Mistakes
that CEOs and
Managers Make while
Organizing a Festival
Professional Overview
of the International
Music Festival
Conference
The Latest Trends in
the Music Festival
Business
Highlight potential obstacles and solutions
Keep the managers up to date regarding trends
Connecting Offline Initiative with Online Marketing
Provide professional insights
Establish the brand as Opinion Leader and Industry Advisor
Build a Professional Community
Professional Approach
Create Discussions on Festival Management related groups
Paid Ads
Social Media
Becoming part of a large professional community by sharing knowledge.
Integrating content between website/blog and YouTube channel.
Reach customers on a more personal and intertaining level.
Video Campaigns
The main goal is to deliver additional content in a visually attractive way.
• “Behind the Scenes” and “How to” videos
• Video Testimonials and Customer Experiences from major Festivals
Content Consumption
60% increase in num. of people who read the articles
40% increase in video views
35% increase in blog subscriptions
Social Engagement
40% Increase of comments on the blog
25% increase in followers
15% increase in shares
Conversion Rate
Increase of average session duration to 04:00
55% increase in num. of people that reach the website from blogs and social media.
Increase in returning visitors up to 60% of total sessions.
Key Metrics
Brand Awareness
By creating appealing content and sharing videos related to the festival industry, Marcato has the opportunity to establish itself as opinion leader and advisor and build an active online community.
This strategy will increase brand awareness while reaching out to the specific target audience. A positive brand perception will increase the actual purchase of the Festival Management Software.
Conclusion
THANK YOU