The message and research
The Coachella Music Festival is a three-day music and arts fiesta held in Polo club for two consecutive weekends annually. The event features a number of music genres including electronic music, indie rock, rock, and hip-hop. It displays well-known and established artists. The important message conveyed by the Coachella Music Festival is targeted to the young generation in an effort to broaden their views and/or perceptions of life and gain a deeper understanding of life. This makes the youths a target audience that has strenuously proved to be responsive of the concert (Hall & Frederick, 92). It targets youths in the age bracket of 15-35 from both the affluent and working class. These are youths who are out to seek entertainment during their leisurely time. The U.S music industry is dominated by entrenched organizations who create a stiff competition for Coachella. Major competitors include Bristol Renaissance Faire, The River To River Festival, Savannah Music Festival, Summer fest, Ultra, and Paso Robles.
The main challenge faced is the stiff competition and lack of funds to cater for the invitation and attendance of the well-established musicians that are supposed to discourse the occasion. However, a considerable effort is being undertaken to overcome the challenges. The stiff competition is being overawed by providing competitive services that keep Coachella Music Festival at an advantageous position. Operational and organization costs of the event are being monitored to ensure that tickets are sold out at a fair price that will ultimately enable the event organizers to meet the innumerable costs related to the event organization. Among the major trends witnessed is that live music continues to overthrow recorded music. More people are, therefore, expected to attend the Coachella Music Festival as it becomes more people. Additionally, various people who are above 40 years have recently been attending the event implying that the dynamics of the target audience is a reality (Oakes, 123). The research is important since it will go a long way in creating a decent market plan that meets the demands of the market and the goals and objectives of the event-organizers.
The best marketing strategy that can be used to market the event is market dominance, through ultimate email marketing and disbursement of salespersons who will popularize the event. Additionally, the event will also be aired in all chief national televisions to raise the public awareness of the existence of the event. Ticket prices will also be priced fairly to ensure that mainstream of willing consumers will be able to afford the tickets and eventually attend the event. Word of mouth will also be a foremost promoter (Oakes, 63). The in attendance will be offered with quality services and a remarkable moment that will make them admire the event and talk to their friends about the beauty of the entire occasion.
The marketing plan shall be purposeful, employ new tactics as they emerge in the marketing world, and ensure constant improvement and renovation of the already existing services. The music shall also be marketed online using the social media such as twitter, Facebook, LinkedIn, and Pinterest (Hall & Frederick, 92). All messages from the Coachella Music Festival shall be a special emblem that reflects the diversity of American music and society. This emblem will be a special distinguishing feature that will help consumers to easily identify the event and differentiate it from similar events organized by competitors. It will also be a market penetration strategy.
The Uses & Gratification theory (UGT) will assist in the marketing strategy to indicate the effectiveness of the message. The theory will be effective for the target audience since it enables them to notice that the event is relevant. The theory ensures that people are glued and attracted to the Coachella music festival for entertainment. With the help of the UGT, the people will satisfy their interest to participate in the festival and do away with all instances of curiosity (Berger 67). The target audience will develop high levels of confidence and gain knowledge about the event making them more interested to be part of the Coachella music festival team. The message in the marketing strategy will be effective since the UGT will help to develop and create awareness to the audience on the importance of the event. The audience is also in a position to seek for opinions from others to enable the decision made concerning the festival.
Anticipated media effect
In my opinion, the execution of the strategy will reap benefits towards persuading the target audience on the importance of the Coachella music festival. I have a feeling that people will be attracted to the event and have a wonderful feeling of participating in the festival. Moreover, the marketing strategy will involve will create the need of everyone to take part of the event by using experts and famous people to advertise the event (Petrič et al, 89). The execution of the marketing strategy will develop success towards the event, as it will attract large numbers of participants.
My anticipated effect on the target audience is focused on the interest of the stakeholders to draw large numbers to participate in the event. I also expect that the audience will find the event appealing and magnificent and develop am interest to be fully involved. I anticipate that the advertising campaign will create much awareness to the public and make the event popular and attractive to most of the people. The worst thing is that individuals that are not targeted will feel that they were left out and ignored. Critics will argue that the media advertisement techniques used will not serve an effective purpose to the reach the target audience. Critics might also claim that the event fails to involve the traditions and customs of the society and think that the festival may introduce bad morals to the target population. To conclude, the Coachella music festival will be successful if only the marketing strategies will be implemented in the right manner.
Berger, Arthur A. Media Analysis Techniques. Thousand Oaks, Calif: Sage, 2005. Print.
Hall, Charles W, and Frederick J. Taylor. Marketing in the Music Industry. Boston, MA: Pearson Custom, 2000. Print.
Oakes, Steve. "Demographic and Sponsorship Considerations for Jazz and Classical Music Festivals." Service Industries Journal (2003): n. pag. Print.
Petrič, Gregor, Andraž Petrovčič, and Vasja Vehovar. "Social Uses of Interpersonal Communication Technologies in a Complex Media Environment. European Journal of Communication. 26.2 (2011) N.p., 16-132. Print.