Midsuma Festival

Great Essays
ENT 205 – Entertainment Marketing
Industry Case Study – Midsumma Festival

Jafar Abdus-Samad
Student #208928

INTRODUCTION
Marketing is a critical activity that every organisation should be focussing on. Effective marketing will lead to an organisation being able to target its audience effectively, resulting in the achievement of organisational goals IE make a profit, create awareness and so on.

This report will take a close look at the marketing strategies implemented by the Midsumma Festival, the overall effectiveness of these strategies and will provide some recommendations for improvement.

N.B. All facts and figures herein have been taken from the Midsumma Festival 2014 Annual Report available at midsumma.org.au/annual-reports
MARKETING
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This is evident in the fact that Midsumma Festival has successfully been running since 1988.

By relaunching their website this year, Midsumma saw website visitors increased by 37%. This shows that the relaunch was very effective at capturing more visitors. As the website is one of the primary ways people find out about Midsumma events, it’s critical that the website be effective at targeting its correct market and converting the traffic into sales.

Midsumma Festival has existed and always run as a Fringe Festival. This has been a good strategy up to now. Midsumma Festival has recognised this change, which is why they pursued Yarra Trams to become more involved this year. Thanks to 1/3 of Yarra Trams being covered with Midsumma relevant imagery, as well as distributing the posters, brochures etc. across Melbourne, Midsumma has garnered a profit for the last two years in a row. This has not occurred since the inception of Midsumma
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Approximately 3,745 people downloaded the Midsumma App. This App allows Midsumma to engage with its audiences anywhere in the country, and create a personalised experience for each user. This provided a convenient alternative to the Midsumma website which may not be available to those “on the go”. It also meant people didn’t have to rely on the printed Program Guide to know what was on offer. Seeing how trends are showing people are moving away from traditional forms of media and moving towards digital media, this married well with that

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