Doing a good job of communicating is as important as setting up an attractive poster, which is why it cannot be left to improvisation. But do you know how to develop a communication plan?
Developing a communication plan is a basic task to properly define the strategy to follow when promoting your festival or music event. That is why the NeoAttack agency, as a guest firm, gives us the keys to make an appropriate plan. We give them the floor.
A communication plan is a guide document, which defines the editorial line and the communicational scheme, to be followed by an institution, company, foundation or events of long preparation but of short duration, such as a musical event, festival or the premiere of a movie. In the case of the development of a festival or musical event, the communication plan is a support for the organization and the fundamental element on which success depends.
In said document-guide, it is established: what, when and how of the communicational action. It is, specifically, the definition of the way in which the company or producer is going to communicate with the target audience. The communication plan has objectives and strategies that are totally linked to the marketing plan.
The communication and marketing strategy. What does it consist of?
When we talk about marketing strategy for festivals or music events, we refer to the methodology established by the advertising team to “sell the experience”. Understanding that the target audience is established in the communication plan, what the marketing strategy does is convince that audience to attend. For marketing, the consumer is the center of your strategy, therefore, attracting, convincing, selling, depends on the organization, that the experience of the festival or event attendee is unique, so that they return in a future edition.
While the communication strategy is more linked to carrying out the respective media tour, spreading the celebration of the event through both traditional and digital media, establishing the dissemination channels, the forms of dissemination and specifying new communication campaigns, that is, gaining visibility, The marketing strategy will be guided by influencing the person’s decision.
Stages of a communication strategy for festivals
Study and segment the target audience
Knowing the target audience means characterizing it, knowing its trends and preferences. This stage is done after the organization of the event, establishes the artists, bands to perform or DJs, they are going to perform. Studying the target audience will allow the consolidation and dissemination of the communication strategy in digital and offline media, as well as the most appropriate traditional channels. One of the objectives is to consolidate the loyalty of the fans and retain those who were not.
Cover the web space
Currently, a person can have up to two to three festivals or musical events in mind, and surely they have to decide on one, therefore, since it is not the only one to be held that year, the communication plan has to be put in place. possible strategies to ensure that people have the information necessary to choose what is promoted. Today, people are closely related to the online universe. Having a website and an information center, covering the most popular social networks, is essential.
People need to know: where, when, and also where to stay, prices, offers, transportation and even the place. Regarding the latter, agree with a transport company for events, so that people already tempted by the idea of the festival feel more secure in having such vital information. In this aspect, you have to be very present on social networks, generate PPC campaigns and SEO strategy, advertisements in the web press, YouTube, in addition to making alliances with Influencers.
Production is the protagonist of everything that has to do with logistics, planning and organization. The production builds the schedule, and the group in charge of communication and marketing needs one that is well developed and does not involve failures in the days prior to the event. In addition to the schedule, production is also responsible for the realization of the plot of the land with all the possible actions within its limits, the division of the spaces and the location of the sponsors. This has to be considered in the communication plan, in detail.
Grabbing the attention of the media is essential. All the media constitute a window to an audience that must be informed and convinced to attend. Although digital media and social networks are already a leading part of the dynamics of social life today, the press and television continue to have an important capacity for influence.
Through traditional media, a positive image of an incalculable scale can be fostered, however, it depends on several specific strategies: achieving interviews for the musical groups, organizers, and where possible, ensuring that the topic is located between the sections of entertainment, culture and leisure. The media is still a game of chess, you have to invest, but you have to know how to move the pieces to obtain the positioning that is required among viewers and readers of the written press.
One of the golden rules of marketing for music events and festivals is that you are not selling a product, but an experience and, surely, according to the intensity of the marketing campaign, it will not be just an experience, but ” of your life”. In this case, event merchandising is one of the most important marketing strategies más importantes. This is where promotional gifts come into play.
A current and very successful example of merchandising for events is Tomorrowland, everything that surrounds the event is a fascinating experience, from the moment the person receives the ticket, which is not just any ticket, since it is always an object that is related to the theme of that year and makes it look like an exclusive event, and a unique life experience. This means that the rules of merchandising and marketing for music festivals and events today have evolved.
When developing a marketing strategy for music events and festivals, it is important to consider influencing factors. The main ones are the artists, second, they are the previous experiences that can be disseminated in the form of creative videos, which constitute a transcendental visual experience.
You may also like: