Wireless Festival

A Digital Marketing Proposal

Sarah Dahoumane

Start

1.

6.

Introduction

Position Map

This is an index

2.

7.

Business Objective

Target Audience

3.

8.

Market Research

Social Media Strategy

4.

9.

SWOT Analysis

Content Calendar

5.

10.

Competitor Analysis

Content

Introduction

Introduction

The Wireless Festival takes place each year for three days in London. It is one of the largest and most famous music festivals in the UK. The festival focus on grime, hip-hop and R&B.

Business OBJEcTIVe

Objective

To increase ticket sales for Wireless festival 2024 by 20%.

+ INFO

Marketing Research

The 7PS of Wireless Festival

Product

Price

Place

Promotion

Physical Evidence

Process

People

The 7PS of Reading Festival

Product

Price

Place

Promotion

Physical Evidence

Process

People

swot analysis

Competitor Analysis

Competitor analysis

Reading

Afro Nation

• Unique genre focus which attracts dedicated attendees
• Cultural experience
• Afrobeats is very popular

• Wider genre, which attract bigger audience
• More accessible ticket prices
• Diverse lineup for different tastes

Positioning Map

POSITIONING MAP

Expensive

MODERN

traditional

Affordable

target audience

The audience

John

Suzy

Michael

He is active on Instagram, TikTok, and Twitter and follows music influencers and fashion designers. He loves streetwear and atheletic brands.

John

John is 23 year old graphic designer. His income is above average for his age, he does not hesitate to use his income for leisure activities.

Attending the Wireless Festival will help John meet other fans and potentially make new friendswho share his passion for hip-hop and R&B.

John attends 3 to 4 festivals a year, he is passionate about hip-hop and R&B, he follows the new releases closely and loves to see his favorite artists on stage and connect with other fans. He also likes to share his festival experiences on social media.

The festival's atmosphere and music can give John the opportunity to express himself through fashion and social media gaining in self-confidence.

"New artists, new musics, new friends I want it all"

Social media STRATEGy

Social Media Strategy

Social media : Instagram and Tiktok

#WirelessFestival #Wireless2024 #WirelessThrowback

Early bird tickets and discountSocial media contest

Social Media Strategy Objectives

Between December 2023 and May 2024.

Generate leads

Create awareness and reach

Engagement and community

Generate 5,000 leads via email signups or form submissions through social media

Achieve an average engagement rate of 5% on Instagram and 7% on TikTok for festival-related content throughout the campaign.

Increase follower count by 20% on Instagram and 15% on TikTok by June 30th, 2024.

Content

Landing Page

Thank you

Any questions ?

Promotion

• Social Media : Reading festival uses Instagram (550K followers), TikTok (166K followers), YouTube (10,2K subscribers). Reading Festival does partnerships with influencers and music magazines to promote the festival.

Product

• Music Lineup : Multi-day music festival focused on rock, alternative, punk, and indie music, featuring live performances.
• Other products : Food and drink vendors, merchandise stalls, VIP packages, silent discos, amusement park rides, additional entertainment (comedy, art installations)

Opportunities

• Expanding lineup : offering artists from fiiferent subgenres can open doors to a wider audience
• Livestreaming : Giving a pay-per-view option for online shows could get a wider audience and produce additional revenue
• Offer additional locations for the festival can attract more people

Product

• Music Lineup : Wireless offers diverse artists lineup focusing on music genres like grime, hip-hop and R&B.
• Other products : Food and drink vendors can be found on the festival along with merchandise stalls and other activities like silent discos or art installations.

Place

• Finsbury Park, London : Wireless Festival takes plasce in Finsbury Park, London. It is easily accessible by public transport. Green setting and large festival site.
• Stage Layout : One main stage is situated in the center and features headliners. There is also smaller stages that host different genres and provide a more intimate experience.
• Other Areas : The Food Village gives the attendees diverse culinary options and drinks. The Merchandise Market offers branded clothing and souvenirs for the attendees.
• Accomodation : Wireless advises its attendees to book a hotel or rental around the area as no camping spots are available.

Some numbers

• 80,000 tickets sold for the three days festival last year
• Target 96,000 tickets for the three days for 2024
• Budget 2% of annual Ticket Sales £7,520,000
• Digital Marketing budget : £150,400

Place

• Richfield Avenue, Reading : It is easily accessible by train and shuttle buses, offering a large outdoor space with camping facilities.
• Camping and accomodation : Reading Festival attendees can choose to camp on site, from car camping to deluxe tents. Hotels and rentals outside of the festival are also available

Promotion

• Social Media : Wireless festival uses Instagram (374K followers), TikTok (406K followers), YouTube (8,9K subscribers). Wireless does partnerships with influencers to promote the festival and posts about their lineup, behind-the-scenes.
• Content : Wireless focuses on visually appealing posts, showing artist's performances and crowd energy.

Process

• Tickets : Available online through a secure platforms (TicketMaster, Gigantic, Big Green Coach).

Price

• Tickets : Wireless offers different tickets tier with various price. General admission tickets offers standard access to all stages and festival areas for 94£ on Friday and Sunday and 148£ on Saturday. Weekend passes are a multi-day access to the festival. VIP packages allow access to exclusive areas, have an early entry and premium viewing area for 190£.
• Fluctuating prices : Prices may change depending on demand and artist popularity.
• Accessibility : Wireless offers early bird discounts, payment plans.

Process

• Tickets : Available online through a secure platforms (TicketMaster, Gigantic, Big Green Coach).

Strenghts

• Brand recognition, Wireless festival has been active for more than 15 years
• Famous headliners, this year, Nicky Minaj, 21Savage, Sean Paul and others are on the lineup they have large fan bases which will increase ticket sales

People

• Target Audience : Reading festival targets young adults (18-34) who enjoys listening to interested in rock, alternative, punk, and indie music.
• Performers : Reading festival selects established headliners (Green Day, The Killers) and rising stars to perform for the target audience.

Physical Evidence

• Branded Merchandise : Reading Festival offers high-quality branded clothing, accessories and souvenirs. They can be found on their official store and on the festival site.
• Festival Wristbands : For attendees Reading Festival offers wristbands as a physical reminder of the festival.

Weaknesses

• Reliance on headliners: Depending on a few big names can make the festival vulnerable if they cancel or are unpopular
• Ticket Price : Comparing to other festival Wireless' tickets can be considered expensive and might affect the sales
• Dependant on weather

Threats

• Cost of living
• Artist cancellations : last minute cancellation by big headliners can affect the festival experience
• New competitors : new festivals with different concepts and lower price might attract people

Physical Evidence

• Branded Merchandise : Wireless offers high-quality branded urban clothing, accessories and souvenirs. They can be found on their official store and on the festival site.
• Festival Wristbands : For attendees Wireless offers wristbands as a physical reminder of the festival.

People

• Target Audience : Wireless targets young adults (18-34) who enjoys listening to hip-hop, grime, and R&B. Offering a diverse lineup can attract a wider audience with specific genre preferences.
• Performers : Wireless selects headliners (Stormzy, A$AP Rocky) and rising stars to perform for the target audience and represent the diversity of the genres.

Price

• Tickets : Reading Festival offers different tickets tier with various price. General admission tickets offers standard access to all stages and festival areas for £90 - £95 for a day ticket and £230 - £250 for a weekend ticket. Weekend passes are a multi-day access to the festival. VIP packages allow access to exclusive areas, have an early entry and premium viewing area for £495 - 665.
• Accessibility : Reading Festival offers payment plans to spread out the cost and make it more accessible.