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'My Festival' Mobile Application
Transcript of 'My Festival' Mobile Application
'My Festival' SWOT
APP CONCEPT & DESIGN
MARKETING COMMUNICATION PLAN
INTEGRATED MARKETING COMMUNICATIONS
Get the app featured and ranked!
The digital realm and focus for developing a communication strategy and platform suited to this project requires CRM (customer relationship management), understanding their needs and making information as accessible and easy to digest in an experimental way that competitors have not.
An important factor that needs to be considered when launching a new app is to create a buzz between the target market. This is frequently done through word of mouth, a technique that is becoming an increasingly dominant persuasion factor in today's society.
Although the app will be in partnership with festivals it is essential to create its own brand. This will enhance the apps online presence and can contribute to the creation of the buzz that will surround it. Social media allows for a huge amount of information in a short time frame to be sent to a wide audience. It has been highlighted by a number of authors that of all the new media; social networking sites have generated perhaps the most publicity. With over 150 social media sites available this platform will be used as one of the first online point of contacts with the audience and the message needs to instantly grab their attention, inform them and to give a taster to what the app will include. Focusing upon popular sites such as Facebook and Twitter that have an increased amount of interaction than some other sites. The majority of the apps functions will only currently be used for the duration of the festivals and perhaps briefly beforehand. A key benefit of using online platforms is that although this usage is temporary internet history is online forever and can be found or searched for, helping build a brand presence and look at creating something that lasts in the long-term. Through these social media websites encouragement will be made to get users to share the app among their peers, working more efficiently if rewards are suggested to users for taking action.
Each platform serves different audiences, purposes and interactive properties. It is important to
note that although social media is a great tool to communicate with an audience it is easy to get it wrong and
essential that as a brand, a strong, specific, focused presence is created not a wide, unused,
Later development could allow a website to be created that solely is used for marketing the app though search engines as currently 'My Festival' can only be found through social media or App Store. This website produces an additional way that people can find the application through SEO (search engine optimisation). Adwords could also be used to generate increased searches, although this can become a costly procedure. Within the website a video would be included informing users to how the app functions. It would also be uploaded on Youtube as this is another great place for people to discover the app.
Festival Official Websites/Blogs/Forums
Communication is becoming one of the biggest advantages of the internet as it creates an interactive platform that allows and encourages consumer engagement. In today's society people are becoming increasingly active and are physically researching events for themselves as they now have access to more information than in previous years rather than merely trusting marketing campaigns . Reinforcing the importance of positive reviews, blogs and being highly ranked in the App Store.
Before the app launch, individual emails or calls would be made to key bloggers who cover the festival industry offering them a sneak peek of the app and to inform them why it is interesting. It is important to cement all key relationships prior the launch and to make sure everyone knows that the app is about to hit the App Store - contributing to the 'buzz'. to In addition relevant comments on blogs, online forums and communities that are similar to 'My Festival' app would be made prior the launch whilst including the URL linking back to the website or App Store.
The app will be advertised through the partnered festivals website and any other marketing platforms that they already cover. These can include:
- Radio coverage and adverts
- Persoanlised tweets/messages/emails
- Social media official pages/banners
Therefore will contribute to reaching a wider audience as well as using the marketing tools suggested by the respondents in the primary research.
Additionally the opportunity to advertise and make attendees aware whilst on-site is one that the app developers could use to their advantage.
Developing the Message Creating a Buzz!
Valuable areas that need addressing within the development phase:
Find out where and how these users spend their time, market analysis will help this section. This will suggest whom you should partner with and how you get the word out about your app.
Make sure your app has some unique features or attributes that will attract users and will explain why anyone should download the app?
Try to find a niche which is not as crowded. Look for new market opportunities rather than ones that are already saturated
As the app was designed and developed, work was in progress on marketing and promoting it to all the key influences, including bloggers, strategic partners, potential users, etc. The importance of ensuring that every element in the app had to work flawlessly was significant. If there is a single step where the reviewer becomes confused, frustrated, or simply does not like something, marketers may lose the single most important marketing opportunity the app will ever have - getting featured on the App Store!
Additionally through keeping the apps size below the 20 MB limit allows users to download it with 3G, rather than having to sync with WiFi. Sales tend to be 3x higher or more when users can use 3G to download your app
Festival Mobile Applications
Existing apps - what they currently include?
Freemium apps (free to download, but then monetised through in-app purchases) these apps have come to dominate the market! Distimo found that 75 of the top 100 grossing apps in the Apple App Store in the UK were freemium.
Freemium apps accounted for over 80% of the revenue in the iOS and Google Play stores in April 2013.For every store, the proportion of apps that are available free of charge has increased between 2012 and 2013. Although as discovered that the average revenue per app per download was lowest for freemium apps at just under £1 per download – their initial free price allows them to reach a substantially higher proportion of consumers.
The steady market-wide shift to free applications over paid-for content is unlikely to abate in the years leading on from 2013. Freemium content is becoming more valuable in all areas of digital media.
There will always be developers who will only release content at a price. This could be either to avoid devaluing their content, or because their content does not lend itself too well to a freemium mechanic. However, the overall market is unlikely to change from being primarily freemium-oriented in the near future.
Should more advertising expenditure be
attributed to mobile?
According to the IAB (Interactive Advertising Bureau), mobile advertising spend has since increased again in 2012, growing like- for- like by 132% to £182 million in the first half of 2013. Mobile accounted for 7% of digital advertising spend within the same period, a 3 percentage-point rise from the whole of 2011.
Whilst mobile advertising spend is accelerating at a dramatic rate, the share of digital spend attributed to mobile is underwhelming. Companies may have previously assigned their mobile marketing budget to ensure it is in line with the proportion of mobile sales they receive. As mobile traffic and sales increase at such a rapid
level, those who forecast such growth may well be the first to reap the rewards.
IMRG (Interactive Media in Retail Group) predicts m-commerce will account for 20% of e-commerce retail sales by the end of 2014. Whilst mobile appears to be naturally growing at a healthy rate, those who find inventive ways of reaching mobile users through advertising will surely steal a march on their e-commerce competitors.
A forgoing problem with customer relationship management within the leisure sector is how festivals last only 2-3 days approximately and then marketers need to revisit the whole communication process again the following year to deliver messages to the target audience. Not only is this a very expensive process but there is the risk of loosing customer engagement and loyalty that marketers aim to overcome through post festival updates or with marketing tools such as affiliation cards?
Demographic usage of mobile apps
For every category of app surveyed by Mintel, 16-24s are most likely to have downloaded an app from the below categories onto their phone:
- Social Networks
- Music or Video Services
- Online Retail or Auction
Functional apps are popular with younger consumers and interaction with these categories declines as age increases. The only exceptions to these are news and current affairs apps, weather apps and maps apps. For these three categories, usage is lower for 16-24s, increases for 25-34s and then mimics the downward engagement trend as age increases.
Photo and video sharing apps are the only types to be acquired by heavy app users significantly more often than by medium users. ‘Heavy app users’, are those who search for apps either every day or a few times a week and use apps multiple times a day, once a day or a few times a week. ‘Medium app users’ are those who search for apps to download and use apps once a week or a few times a month. ‘Light’ app users are those who typically search for apps once a month or less often. Out of those consumers who have downloaded an app onto their smartphone before, over a quarter open and use apps on their phone multiple times a day.
Key analysis: That a difference exists for photo and video sharing apps suggests that buying advertising space within these applications will expose advertisers to the most ardent device users. This is in comparison to buying advertising space on other apps, where advertisers are equally likely to reach heavy app users as medium app users.
Live music festivals allow individuals to actively co-construct their own experiences through personalised interaction. Festival attendees are seen as independent co-creators of value and therefore marketing strategies aim to create a service that is deemed valuable to the consumer. As the development of marketing continues to evolve the focus is not only upon tangible goods, but the exchange of intangible elements that can enhance an individuals experience. Consequently festival organisers are continuously searching for new ways to increase value to festivals that ensure consumer loyalty and repurchasing of tickets, whilst attracting a more diverse audience.
The Importance of a Valuable
With the festival industry becoming increasingly overcrowded it is important to communicate the festival brand in effective and innovative ways. By accompanying this with the vast amount of easily accessible information online, consumers are more active and aids success within the market. The following marketing communication plan attempts to deal with this issue of competitiveness and aims to try and increase awareness of the chosen festivals in order to improve the chances of success.
FESTIVAL MARKET ANALYSIS
by 20% in 2013
Over 700 live music festivals currently available in the UK
UK live music industry market value by 1.5 % to £1.7 million since 2009. Although in 2012 due to competition from Olympics there was a decline in the value of the industry of 12.3% = £1.4million*
56% of adults who attended a live concert said the recession had no impact on their purchasing
Average spend per person
on a festival is £423
Leaders in the Market
Live Nation - dominant position through ownership of a number of major venues/festivals.
SJM estimated market
share = 1 fifth
The promotion of live music is an extremely risky business, very rewarding if executed correctly yet catastrophic if marketed incorrectly! Although traditional marketing forms such as TV and radio have so far dominated the exposure of live music, it is the emergence of new media and technology such as online video and streaming that help to broaden exposure for live music. The way that festival attendees consume data has changed; the speed of modern life and the need to instantly digest information across a range of media means that marketers can no longer simply produce grounded singular media platforms.
Social media, particularly Facebook and Twitter have become a vital tool in the armoury of venues and events. Used for a variety of purposes ranging from the simple communication of information to offering deals, giveaways or competitions, releasing teasers and other measures. All are designed to develop longer-term customer relationships and stimulate ticket purchases through keeping followers abreast of how many tickets are left. This platform has become an increasingly important aspect within the promotion of festivals, as it reflects the high levels of penetration of these services among the key target demographics for the industry, younger affluent consumers.
Generally, the marketing company themselves tend not to adopt a high profile on social media, with perhaps the exception of Live Nation and AEG Live. Instead, it tends to be individual festivals or the venues hosting the events which are responsible for engaging with customers.
Attitudes towards Music Festivals
Live Nation produces approximately 22,000
shows each year for over 2,000 artists.
September 2013 saw Live Nation launch a search for a new communication agency to support the PR operations of its UK music festivals. The agency works to ensure a constant evolution of the business and will market the 'Live Nation' brand and future festivals.
In regards to festivals, events with the largest attendance and capacity, also have the largest number of likes and followers. In most cases, reflecting the more social, chatty aspect of Facebook, festivals have significantly more Facebook likes than Twitter followers. The exception to this is Glastonbury, Reading and Leeds, which have almost as many Twitter followers as Facebook likes. This can either reflect a slightly younger demographic audience for those festival or simply a more aggressive strategy of these individual events to develop this line of communication.
How can technology be utilised to help
create opportunities for marketers?
26% gap between personal ownership of smartphones (68%) and basic mobiles (42%). Smartphones have been outselling basic devices since 2011.
44% of consumers are planning on purchasing a new smartphone over the next three months.
Smartphones are the most desired technology product. Although the speed of innovation makes this a particularly fast-paced market, a constant flow of new mobile phone contracts means that this platform requires less of an initial investment than in other sectors.
How will changes in device ownership impact how leisure operators communicate with their customers?
Technology is influencing the leisure market in a major way and the biggest effect has been where, with and how people can communicate with one another and how brands can engage with their customers.
Ownership of digital devices, particularly mobile devices, has been increasing steadily in recent years, with more people now owning a laptop/netbook than a desktop, while the majority of consumers now also own a smartphone. The strongest growth in recent years has been seen in ownership of tablet computers and e-readers but because of their portability it is the smartphone which really offers the greatest potential to leisure operators.
Many smartphones come equipped with GPS and the facility to read QR codes via an app, while a growing number are also supplied with NFC (Near Field Communication) capabilities. Presenting operators with a wide array of possibilities when it comes to the provision of information, mobile payment facilities and targeting marketing messages at consumers within a given geographical area.
How can operators maximise their appeal to a younger audience?
- Widest range of devices to actively search for events available and price variants.
- Be aware that majority will be students price financial circumstances.
Music festivals contribute 2% of UK leisure industry
Entertainment has continued to be a strong focus of consumers’ leisure-spend during the past five years. Activities such as visiting music concerts and festivals, are considered as offering relatively good value for money and a chance to escape from day-to-day trivialities by consumers.
*Spending whilst at these events has tended to plateau a little in recent years, mainly due to the absence of major artists touring, and also the impact of the Olympics, which caused several large festivals to be cancelled.
With the increasing presence of smartphones seeping into all industries, usage of apps for a variety of different activities has increased throughout 2012 and 2013.
“Apps starting out and struggling to reach the visibility and critical mass of users that would allow them to exist on a freemium model may wish to begin as premium, shifting to freemium at a later stage in their development, when they have achieved a large enough base of free users to generate a paying core substantial enough to make the model financially rewarding.” (
Samuel Gee, Technology Analyst)
A recent development in-app purchases, is when apps are free to download however allow consumers to fast track or add additional features through purchases. It has been argued that this can create issues around advertisement blocking which can potentially cause fatal problems for marketers. For example with SnapChat, one of the most downloaded apps, it has been predicted by app developers that it may become less popular if advertising controls the photo-sending function, encouraging people to purchase advert blocking features.
Mintel estimates a total market value of £472 million for mobile app downloads from the App Store and Google Play. Google and Apple’s stores account for 87% of all available apps, by volume.
5% of 16-24-year-olds downloaded more than eight applications per month in February 2013.
18-34 year olds and iOS users highest app downloaders.
Modern Day Applications
Comparison between free mobile apps and paid.
Potential to buy tickets through the app. Live Nation states that to reduce the cost of selling a ticket by investing in its ticketing platforms and related venue and fan products can strengthen the functionality and efficiency of its systems.
A platform to sell unwanted tickets - Building secondary ticket volumes which are sold in partnership with content owners to provide a secure environment for fan ticket exchanges. In order to achieve this, the group is aiming to deliver an integrated inventory product that will allow fans to have a dependable location to come to for all available tickets for an event that is accessible both online and via mobile devices.
Translation into different languages. Music festivals are big business, and have become a significant part of the overall music tourism market. Music festival tourists, who can be defined as persons travelling domestically or internationally to experience live music at a festival event (rather than an individual concert) make up around one half of all music tourism trips worldwide, according to UK Music.
Pre-load money onto wristbands or potential onto the app in a bid to avoid the hassle of carrying cash around. Stellenbosch-based Gust Pay had built this as for Rocking the Daisies Music Festival. Used NFC Payment system. Ranked as one of the top downloads on the South African Itunes app store in the run up to the festival
“The Daisies 2013 app raises the bar for festival apps in terms of design and features. Music festival environments are perfect for mobile apps as we need quick access to relevant information. This app is a great example of using location services and a range of sensors in our smartphones today,”
says Joe Botha, one of the founders of Gust Pay.
The NFC wristband meanwhile used fixed outdoor wireless to ensure that it wasn’t reliant on crowded festival 3G networks and also aimed to eliminate the need for clunky payment options. It also says that paying with a smartphone or wristband may be a greener alternative than using cash. The true cost of cash at events can be as high as 15% when including costs like cash deposit fees, cash transport costs, security guards and the logistics involved in running ATM machines. According to Botha, the 2013 edition of Rocking the Daisies was mostly used to showcase the tech, particularly to media, VIPs and Daisies staff. He says about 500 wristbands were used, with an average of 10 transactions per user.
Future App Development
Live Twitter Feed
- Water points
- Info centres
- Food stations
Festival Mobile Apps
Festivals are changing. Increasingly, festival-goers are demanding mobile festival apps for their Smartphones. They want mobile festival apps with schedules, bios, maps, and other information; that give them updates as events are happening; and that allow them to simultaneously and seamlessly share their experience on social networks.
A lot of the apps currently available are aimed to assist and support festival attendees prepare for their festival experience. However there seems to be a lack of mobile apps that can enhance an attendees experience whilst on-site
Victorinox Festival Ready attempts to achieve an all-in-one music festival Smartphone multitool. Referred to as a godsend, the list of features is vast including useful festival tips, tools including sound flare, torch, LED display, weather updates, emergency medical instructions and a geotagging feature that helps you keep track of your tents location and the whereabouts of your friends.
'Festival Ready' - Essential Festival App
'Fantastic app, so useful, the augmented reality to find your way to the stages/tent where you've dropped pins is a game changer'
' A nicely put together app that takes the stress out of the bigger festivals'
'MUST-HAVE... stay in touch, find your stuff - Awesome!'
GroupMe: a multiplatform group
How it differs to Whatsapp?
It uses data instead of cell signal!
Although there are still a small percentage
of summer festivals that do not have mobile apps available (yet).
Reading/Leeds Music Festival
Glastonbury- EE: The Ultimate Digital
Companion to this Years Festival
'Find my tent'
With a mobile app you can...
BOOST YOUR FESTIVAL BRAND
INVOLVE YOUR AUDIENCE AND KEEP THEM UP TO DATE
Mobile apps continue to change how consumers experience live music.
The following interview conducted with Todd Rodgers (developer of festival apps such as Lollapalooza) tries to explain how the most popular mobile music apps have been made.
Mobile App Flow
What do you think is the biggest impact that mobile apps have had on the concert experience?
I really like being able to take pics and push them out there for people to see. I think if we can get our friend finder feature perfect then it will help people coordinate better. But at the end of the day I don’t want to be looking at my phone, I want to be watching!
How do you think mobile apps will continue to change concert culture?
For me at least, festivals are about finding bands that I haven’t heard much of but I like, so maybe apps will
evolve to help concert fans discover bands ahead of time or go back and watch what we missed because fans can’t be in two places at one time.
If you could design the perfect or a “dream mobile app” for a concert fan, what
features would it have and why?
I’d love for it to be able to record the show, either audio or video so I could go through it again later. I’d love to have it show me the set list after the show so I could remember some of the tunes I heard.
How would those concerts have changed if you had a mobile app to enhance your experience?
I wish we had more data for the food and crafts areas. I want pictures and descriptions of everything you can eat so you can really plan out your eating schedule.
How can concert fans help make your mobile apps better?
I’d like to let fans know that they comment really help us make the apps better. We always look at the comment fan note in the app reviews; we dig through the comments after each festival to find new ideas for next year.
While consumers are still reeling from the aftershock created by the global economic crisis, lessons have been learnt, behaviours changed and consumer adaptability has created a new way of life.
In the UK, 28% of consumers own a smartphone and by 2015 iPhones will make up 11 % of all total devices used in the UK.
'My Festival' is a mobile application that offers a unique concept that is yet to be developed within the festival sector. The main aim is to create a marketing tool that will enhance the consumers experience whilst on-site through consumer engagement. As festivals are moving up market, this app can be addressed as a unique way to communicate with attendees, a way that the majority of app developers have yet too explored.
Identify the target customer: You need to know exactly who will be using your app and why they’ll download it!
Although the older generation is becoming more 'tech savvy' the target audience will be dependent on the festivals that want to be associated and offered within the app. Referring to the results from the first survey the selection of festivals are typically aimed towards the youth market. Additionally the chosen functions within the app suggest that it would be more beneficial to this segment yet future product development could adapt these to better suit more sophisticated festivals.
Bar Pass UK: Jump the Line, a current available mobile app offers similar functions to those included within 'My Festival App'...
Splash screen to allow the
user to select which festival they will
pre-order food and
Pre-order food & beverage:
This extremely unique idea can generate increased sales for the concession stands within the festival as well as creating an opportunity for users to pre-order food and beverage ready to collect after performances etc. This idea, although currently offered at theaters has the potential to be extremely popular and a valuable opening to marketers.
Navigation to tent:
Although an already established app concept, its success rates and positive reviews reinforces that it is a function that is seen to reduce stress.
Festival Ticket Barcode:
An area that rated highly within the primary research is the option to have festival tickets available as a barcode. Although this area has not yet been explored within the festival sector it has been extremely successful at live music concerts, encouraging a more enjoyable experience through the lack of worrying to remember tickets.
The following designs
will display the pages
when selected from
the home page.
The maintenance online
chat has been selected.
As the results display a high
percentage of respondees said that a 24hour online chat with certain areas (shown to the right) would be extremely important:
; medical issues
; police related problems
; clean toilets etc.
This function will ensure that attendees are in contact with these department at all times if assistance is needed .
When 'Stage Capacity'
has been selected
This function indicates to
the user how busy a particular stage is through the color
coded triangles. This will help the user avoid 'very busy' stages where they may not enjoy the cramped and hot environment which can negatively impact their experience. Additionally an area for future development could possible allow the organisers to manage the capacity of each stage, to avoid any over-crowding situations.
These designs should hopefully give an indication to what the app aims to do and how the different elements try to fulfill the overall objective.
After completing the relevant market research currently available, 2 surveys were conducted as primary research to learn more about the following areas:
Live Festival Mobile Applications
Mobile Application Communications
The responses given aided in the design of the app concept 'My Festival' taking into account the elements that the participants would find most valuable enhancing for their experience.
Demographics of respondents:
84% Female / 16% Male
90% aged between 21-29 years old, 10% between 50-59
Category of festival most likely to be attended:
Results of Questionnaires
Live Festival Mobile Applications
Mobile Apps Communications
'Information after the Event regarding upcoming ticket sales etc.'
'Frequent updates on toilet cleaning'
'Personalised schedule for set timings'
What would you like to be included within a festival app?
'All key information about acts'
'Barcode to replace paper ticket or wristband'
'Ticket details in case lost/forgotten tickets'
'Reminders to when particular/favourite acts will start'
Live chat with police services would be extremely useful
How would you expect to hear about events (specific media/advertising channels)?
'Email & Word of Mouth'
'Official Social Media Pages'
'Facebook or Email'
'Word of Mouth or official websites'
Due to the marketing communications that have been proposed there is the potential for very little costs to be involved after the initial cost of developing the app. However there has been a number of propositions offered, ranging of costs that can enhance the marketing coverage, displayed in the finance table and if these are initial one off payments or annual. Through the ongoing success of the festivals that have been chosen to be included within the app, these festival marketing budgets have increased and may be more willing to allow this app to work at their festivals.
From both the marketing research and primary research conducted the following objectives were constructed.
To create a free mobile application for smartphones that provides a number of functions that enhances the user festival experience.
- To communicate with festival attendees on-site in a unique way.
- Implement an integrated marketing strategy to engage and attract festival attendees to download the app before the busy festival period: May - August.
- To develop functions that encourage post event elements that keep consumers updated and can lead to ongoing loyalty to continue the growth of both the app and festival in the future.
- To use social media campaigns, an increasingly powerful communication tool, to help reach a wider audience and create a buzz through word-of-mouth.
- Create and develop branding in line with festival advertising that is recognisable and associated by all.
- To potentially increase awareness of less known or new festivals within the industry.
Extremely busy app world currently available
Competition from other leading festival apps
Trends in the market; smartphone purchases are frequently rising
Currently there is no existing app that offers the services available
Creates a marketing tool to allow less well known festivals to be associated with a potentially popular app, increasing their advertisement
With social media ever expanding allows there to be a number of low cost advertising platform to reach a wider market audience.
Has the potential to have global appeal to include oversea festivals through language translation.
How 'Mobile Marketing' is becoming an increasing dominant tool within todaty's society
Unique functions and elements
Free of Charge
Potential to reach an extremely large audience
Vast potential for future development eg. payment systems
A moderate percentage of young attendees do not take their smartphone to festivals
Further research needed to check if all functions would work due to an overloaded network causing loss of signal
Festivals may not want to allow this app to work at their festivals
The loss of customer loyalty through the high percentage of attendees deleting the app post event
'...is the bringing together of all marketing communication activities'
For this communication plan there will not be an individual focus on a singular festival to analyse. The statistics will be based on 'festivals' as a category.
One of the main advantages of including a large range of festivals is that the variety attracts different types of festival goers, generating a larger consumer market.
47% of adults (aged 18-40) have attended a live performance in 2012/2013.
Younger festival-goers are the most enthusiastic about festivals offering technology propositions whilst on-site eg. cashless payment for bars and stalls selling food and drink, suggesting that this is a means of payment which will be expanded in the years to come.
To summarise, the above data displays results that do not conform with the market research earlier mentioned, suggesting that the majority of attendees use festivals apps, as mobile app usage within the leisure sector increases. As the first two graphs show there is an even divide between people who use apps whilst on-site at festivals and the number that have been downloaded in the past 12 months.
The majority of the findings for the first survey conducted are reasonably even, especially in terms of paying for an app and areas that they find important within apps. The question related to rating the importance of elements was designed to help decide which areas should be chosen to include within the development of 'My Festival'.
Therefore due to these even results a focus group was held and the following question asked, aiming to receive more specific areas when not faced with a list as the questionnaire did. Results were as follow...
The first survey was devised to help develop and create the functions of the app, whilst remembering the overall aim. The second was to contribute towards the marketing action plan and to find out the best sources of media to advertise this new tool, which will reduce wasted marketing costs and manpower. The results will help to decide which marketing techniques should be used and the potential to keep the customer database through opportunities within the app post event. Areas that will be focused upon will include:
- Social Media Platforms e.g Twitter, Facebook
- Festival Official Websites
The graphs show that although the majority of respondents are aged between 20-29 there is an even balance between people who take their smartphones whilst attending these events. Although this is not a new problem that marketers are faced with, it can be seen as an impossible issue to overcome. However with the content of apps being more directed to enhance consumers experiences this may change in the near future.
Although an even divide between respondents who use apps and those that don't, the concluding question rated highly with 94% confirming that they would use the app created if it was available.
The opening screen allows the user to
select the festival that they will be attending. For the purposes of the following designs 'Bestival' has been selected in terms of branding to display how the branding would change according to which festival was chosen.
Updates to when the users
favorite/chosen artists were
This area will send notifications to the consumer when certain acts are about to begin, similar to when a text message is received. Within the primary research this rated as one of the higher elements in terms of importance and value.
This page displays the numerous functions offered to the user, a brief description of each
Through combining the marketing tools aims to create and improve the effectiveness of the total marketing communication effort. By default all marketing tools are merging into digital platforms and this cannot be ignored. As a result of this the following integrated marketing strategy would be put in place to launch and market the successful mobile app 'My Festival' on smartphones.
Through being featured by the App Store and Google Play, sales will spike! Not only does it need to be a great app, but the icon must be beautiful and the description must grab the reviewers attention. Additionally it will be beneficial to have bloggers talk about the app in advance. These important things can contribute towards getting Apple's and Google's attention. The problem is that getting featured is increasingly difficult. The next best thing is to get highly ranked which is purely based on number of downloads and customer reviews. Although getting a new app ranked requires a huge marketing spend, which few independent developers can afford. If there is not a large marketing budget it has been said that there’s almost no way today to break into the highly ranked apps without first getting featured by Apple.
There are numerous “App of the Day” sites that feature and promote apps as well as reviewing them. Although many of these sites charge a small amount it may help to be in contact with them prior to the app launch to gain coverage from an early stage.
Additionally there should be a focus upon additional application marketing:
Where possible cross promote with other apps from the same festival or to similar apps offering enhancing experience functions.
Ask users to sign up to relevant mailing list, both app and festival.
Put “Forward to Friend” links in the app.
Give users a reason to email you inside your app. For instance, ask for their feedback or new ideas
Development Phase - Marketing & Promotion.
After the festival a high percentage of users will delete the app as they feel it is no longer useful to them. However use the built-in notifications as a key communications channel that keeps the app in constant touch with the users and then gives them a reason to share the app. This will increase consumer loyalty and will keep their positive experience that they received on-site to continue afterward that can contribute towards improved brand associations and the potential to return in following years.
Create an appealing news story around the app for the press to pick up on, especially if it has been successfully with the target market.
Take advantage of services like TapJoy and Millennial Media to buy installs and boost your app’s rank, although again these can cost a lot so unless the app performs it can be a waste of marketing budget.
Throughout the video there has been numerous suggestions to how the app can be developed further in the future. Although one of the biggest openings is that currently 'My Festival' is an independent app that can be used at any festival although there is the potential to build the apps functions into the main festival app itself.
The main advantage of PR is that there is no media cost, which for a freemium app is essential to keep marketing costs considerably low. It also has higher credibility that editorial coverage, as it is perceived to have not been written by an advertiser. Therefore prior to the launch a press release should be conducted, popular and cheap sites such as PRMac.com or PRWeb.com can be a good starting block. These sites don’t get a huge amount of press pickup, but they help with SEO and allows you to add the link to any emails that are send out to journalists or bloggers.
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Highlighted within this video, future marketers may want to take a different approach when developing festival apps, addressing the importance of creating value within the consumers experiences through a marketing platform. An integrated marketing strategy has been put forward that makes use of a unique app design and key features such as websites, PR and the Internet's many functions; blogs, forums and social media to try and achieve this. In addition the potential for development that has been suggested offers the opportunity to change festivals attendees experiences forever.