All festivals and events, however small, need a marketing plan. This can be very simple or more detailed, depending on the number of anticipated visitors. It is not enough just to inform everyone of the date and put up an entrance sign. You need to plan and then evaluate your marketing strategy.

When you develop your marketing plan, consider the following:

General

Market position: Who do you want to attract to your event? Will you attract them as paying visitors?

Objectives: Consider 'SMART' marketing objectives. (See TIMELINE Planning Schedule 1.3). Build in targets for visitor numbers, ticket sales, turnover, gross profit (eg. food and bar/merchandising and concessionaires)

SWOT: A 'SWOT' analysis is a useful tool to help you identify the Strengths, Weaknesses, Opportunities and Threats relating to your event.
The 'SWOT' structure helps you to assess the concept, timing, image, location, range and standard of facilities at the event.

Competition: Analyse other similar festivals/events. Follow your key competitors' progress (eg. their concept, PR/marketing, pricing policy, etc.)

Specific

Market Research and Analysis: Research Wales/UK and, if appropriate, overseas markets. This will help you assess who your current, potential and future visitors are. Think about your customers' origin, business mix and interests.

Useful statistical information is provided by tourist boards. National statistics on tourism are available at: www.staruk.org.uk. VisitWales provides research statistics at www.industry.visitwales.co.uk click Research in the left hand menu.

Target Market: All events and festivals, large or small, must target the people who are more likely to visit their event. Identify which markets are right for you. For example:

• What proportion of your visitors come from the local area?
• What proportion are tourists and where do they stay?
• Do visitors come as families or couples without children?
• Are they generally from one age group or a mix?
• What kind of newspaper do they tend to read?
• Visitor Requirements: consider visitors with special needs/requirements
• Special dietary requirements - will your catering provide for these?
• Children - are there play areas or a crèche?
• Is there wheelchair/disabled access to the venue and facilities?

Customer care includes planning for these kinds of needs, not just being polite and welcoming.

Language
Consider what language provision may be appropriate for your target market. The Welsh Language Board www.welsh-language-board.org.uk can provide help and advice. If you feel that it would be helpful to provide information in any other language, the Institute of Linguists www.iol.org.uk or the Institute of Translation and Interpreting www.iti.org.uk can help you to source language services.

Business Plan and Budgets
Many textbooks state that an event or festival operating in a competitive environment will need 10%-15% of turnover for marketing. In the first year, this may need to be higher.

Marketing Activity Plans
Produce activity plans to illustrate how you are going to attract business from your target markets. Consider:

• Advertising - where, when, frequency?
• Direct mail - to whom, using which database, saying what?
• Internet - website, email?
• Information sources - Tourist Information Centres, event lists, accommodation operators, signs

Key Points:

• A written marketing plan is essential. This will help you to effectively target your resources
• Feed marketing information gradually, increasing nearer to the day of the event

See Also:

1.10 Check legal obligations
2.2 Get date into Events lists
2.4 Draft Budget
2.9 Develop a PR/Media plan
2.10 Website
Section 7 Case Studies