EXIT FESTIVAL 2011

July 07 – 10

Hungarian Promotional Handbook v. 2.0

CONTENTS

1. Introduction to EXIT 2. EXIT in Hungary 3. Marketing tools Radio TV Print Online Outdoor 4. Expectations 5. Future development

Introduction to EXIT

Exit is an annual summer music festival in the Petrovaradin Fortress of Novi Sad, Vojvodina, Serbia. It is staged annually since 2000. Held in the picturesque setting of an 18th century fortress by the Danube, the festival quickly grew in stature and reputation. UK Festival Awards 2007, the European Association of the 40 largest festivals in Europe, awarded Exit as the Best European Festival.

EXIT in Hungary

This guide summarizes the tools that make up the promotional campaign of EXIT for the Hungarian market. This is the first year of cooperation between the organizers and a local promoter to be involved in an international campaign, and its purpose is to increase awareness of the event in neighboring countries. Such a cooperation has great potential for future growth, and the marketing tools necessary to reach the target audience of 500 from the Hungarian market is outlined in the following chapters.

MARKETING TOOLS

Radio Petőfi 94.8

Radio Petőfi offers a contemporary musical palette to an audience between the ages of 18 – 30. The number of Hungarians within this age group is 2,400,000, and the radio covers on a given day around 8-9%. This means that their spots have the potential to reach an audience of 120,000 people on a given day.

RADIO

Radio Petőfi 94.8

Radio Petőfi can prove to be a close partner in the promotional campaign. Their discounted prices for 10 spots on their frequency during the day can be a valuable asset in spreading the word about the festival. Their offer includes the following items: A total of 10 spots within these timeframes are made available to us on an 80% discount price. Please see details in the budget proposal.

RADIO

coverage between 18.00 - 21.00

Radio Café 98.6

Radio Café is part of a package that reflects discounted prices as well as additional free items. They get 89% coverage in the country, and has an average of 6-7% of listeners on a daily basis. The items that are included in the package are the following: Details regarding timing and costs are indicated in the budget document.

RADIO

Coverage between 06-10AM; 17-19PM

Coverage between 10-17PM

Phone interview in popular talk show

Event promotion by radio host

Ticket award game in popular talk show

TV

Special Hungarian band appearances

Signed Hungarian bands can be valuable assets in promotions through interviews and various appearances in commercial TV channels. In exchange for their appearance at EXIT, they will provide an additional layer of free promotional campaign in the media, during their performances country-wide until the festival. One of the most popular bands in Hungary, Titusz and the Carbonfools, can be a close partner in the promotional campaign. We organize PR interviews where EXIT festival gets mentioned, as well as other TV appearances.

RTL Klub - Morning Show PR Interviews

Other Commercial TV Channel Interviews and reports

PRINT

EXIT Magazine Part of a media package includes the prestigious EXIT magazine, a weekly news print that promotes all events and festivals around the region. With a circulation of 80,000, it gets distributed at 1000 points throughout the country. The following items are included in the budget document:

1/2 page 4 color ad

1/2 page PR Article

PRINT

Pesti Est Magazine The event news magazine with the biggest circulation in the country is Pesti Est Magazine. This weekly mag gets distributed at 300 points in Budapest, and has a circulation of 100,000. To make use of this audience the following item is included in the budget, and is part of a package that provides this for free, for two weeks:

1/2 page PR Article

INTERNET

Index.hu Index is the biggest news portal in Hungary, that started its life in 1999. Over 10 years the portal has evolved into news media powerhouse that gets average daily views of 17,000,000, and more than 710,000 daily unique visitors. The site sits on a prominent level among online media content providers, and according to the research of Median Webaudit (www.webaudit.hu), weekly unique visits to the site reached over 2,2 million by 2009, and monthly unique visits of more than 3,4 million. They are willing to provide a grand campaign on their websites www.index.hu, www.velvet.hu, and their festival blog, as well as event blog www.langologitarok.hu, as well as ad space on their frontpage and festival section. They work with a barter multiplier of 3, meaning that they provide triple the amount of media and PR coverage for our investment. Considering the popularity of the site and amount of unique visitors, this element of the promotional campaign might be the most valuable one.

INTERNET

Index.hu

Another way Index can be a benefit is a ticket award game on their site, which they would promote as a special event. Index operates the popular social networking site www.burek.com, which can be a potential element in increasing barter value with index. Possibility of cross-linking and logo visibility for the site, and other promotional platforms are subject to negotiation with EXIT.

INTERNET

Soundhead.hu

One of the most popular nightlife related websites in Hungary has several channels of communication with its users. Their user base is formed from the same target audience as that of EXIT. Aside from regular bannering and PR articles/interviews, they operate an eDM mailer, Facebook page with relevant link exchange possibilities to EXIT, and a party video footage website www.soundhead.tv, which can be utilized by EXIT to benefit from mutual user traffic growth. Soundhead, in exchange for their tools of communication that they provide, asks for logo visibility on EXIT creative material. Their tools, which are detailed in the next slide, can be of a great value.

INTERNET

Soundhead.hu

Frontpage PR article is the basic tool for communicating to the visitors of Soundhead. PR articles can be pre-EXIT or post-EXIT. After EXIT, a PR article can come along with a photo collection taken at the festival by a Soundhead photographer, and with a video footage taken at the festival by a Soundhead cameraman. In this case 4 people are needed from Soundhead on location to cover EXIT.

PR Article about EXIT on Frontpage

past EXIT video footage of photo collection posts on website

INTERNET

Soundhead.hu

Mutual user traffic growth can enhance interest and sales to EXIT, by using Facebook link exchanges between EXIT Facebook, EXIT homepage (English and Hungarian), and Soundhead. Soundhead has its own Facebook page that can be a great platform for this, which can greatly benefit from a growth in traffic. This can be a cost-effective barter opportunity, since they are happy to offer services if such a mutual traffic driving system can be utilized.

exchange of Facebook links

INTERNET

Soundhead.hu

Soundhead operates an eDM direct mailer system, which has a user circulation of 16,000. This newsletter system is an opt-in version, meaning that it uses a subscription service to be able to receive this email. It is a great tool to have direct access to this number of users, and can be part of the deal we make with Soundhead. Design and content details are subject to further discussion.

Newsletter system

INTERNET

Soundhead.hu

Soundhead has its own TV website called www.soundhead.tv. It shares the same purpose as exitmusic.tv, and can be used to post video footages of past EXIT events, and share content that will increase visiblity, and interest in the festival. This website needs user growth according to Soundhead, and by providing content and link exchange through this platform, a mutual traffic growth can be achieved, with little or no expense from EXIT.

Soundhead.tv traffic growth - EXIT video footage posts and link exchanges

INTERNET

Partyzoo.hu

Partyzoo is an up and coming party website with constantly updated content related to the Hungarian nightlife. It is a quickly growing site with affiliations to Soundhead. The site can provide coverage on the frontpage, and the festival section as well in the form of a pre-EXIT PR interview or article, as well as post-EXIT article. Photo and video footage from Soundhead can be shared within this website as well, providing yet another layer of users for relatively no cost.

PR article on Frontpage / Festival section

INTERNET

Pulzar.hu

Pulzar.hu is among the most popular party news sites in Hungary, and has been operating since 2000. They get an average of 3,000 unique visitors per day, and have an extensive coverage of all things nightlife and festivals. The barter deal with them includes logo visibility on EXIT promotional and creative material, both Hungarian and Serbian.

INTERNET

Pulzar.hu

They post an article with an exclusive spot on their homepage. This is a prominent position on the page, and it is in close focus. Underneath these articles is the Exclusive Flyer Banner, which is a smaller version of the exclusive event info, also on the front page. Pulzar has a subscription-based newsletter service, with 12,000 subscribers. On these newsletters EXIT gets visible coverage and PR article.

Exclusive Article on main page

Exclusive Flyer Banner on Frontpage

Newsletter to subscribers

INTERNET

Facebook Integration

Facebook has become the most precise way to reach a target audience. Its ad spaces are cost-effective, and can surgically target the users that are most relevant to EXIT. For this reason 70-80% of resources should be focused on this medium. Ad space costs are measured by clicks received, and we plan to target them towards users depending on page membership and very specific demographics including pages ‘liked’,. The total number of users that we can reach with ads this way is around 70,000 Hungarians. Also depending on what position EXIT would like to appear on the ad space on the Facebook pages, the costs can go higher. We suggest a cost for this in the budget document that limits ad space purchase to a certain amount per week/month.

INTERNET

Facebook Integration

In order to expand the user base of EXIT, users need to be actively involved, and take part in a competition that draws them in. There are two options for a grand facebook campaign: 1. Every user who clicks ‘like’ for the EXIT Hungary Facebook page participate in the

ticket award, and gets a discount on EXIT tickets.

2. Every 10th user who likes the page gets to win two tickets to EXIT.

Based on previous experience, such games can expand the user base of facebook pages like EXIT Hungary, while providing relevant content to keep their engagement constant.

Award Campaign on Facebook

INTERNET

Facebook Integration

To market the campaign on Facebook, a custom Facebook landing page for EXIT Hungary would bring the word of the campaign to the users’ doorstep. This landing page is the first page users see when they arrive to the EXIT Facebook page, and is a way to promote the campaign with a great customized look. See example files in the campaign folder. This custom page takes a web programmer and a web designer a couple of hours to make, and is a truly unique and efficient way to involve the users in a promotion that generates ‘likes’ on the page, and with a continuous update of content on the site, these users and their friends also get updated on the latest EXIT news.

INTERNET

Facebook Integration

Expanding on the idea of EXIT Facebook page involvement, an EXIT interactive tour map could serve as part of it, enabling Hungarian users to check out the festival interactively. It can also be a good idea to make it an interactive EXIT Facebook navigation screen which navigates through the menus.

virtual tour website translation/crosslinking

INTERNET

Vodafone Music Subscription Service

Vodafone sponsors an online music subscription service providing downloadable music for a small monthly fee, www.korlatlanzene.hu. Its users also receive newsletters of certain promotions and additional free songs that they can download. A possible cooperation can bring EXIT into the front page of the website, by providing certain songs by performing Hungarian bands for free through this site, ‘Hosted by EXIT Festival’ or something similar. Subscribers to this service also receive a newsletter in their email or mobile phone, that promotes this offer ‘Hosted by EXIT’ – or something similar. This newsletter has a circulation of 45,000 subscribers.

INTERNET

Mohaonline.hu / Facebook.com/mohaonline

Moha Online is the biggest university portal in Hungary, with a reach of 100,000 students. The portal, and its Facebook spinoff deals with social issues and school matters, as well as events and festivals relevant to its audience. They offer content sharing on their website (specifically the Life and Style section and front page) as well as their Facebook page, and would host a ticket winning campaign (6 tickets for example) on their platform as well. They would be happy to provide their logo for creative material in exchange. See logo above.

OUTDOOR

Poster Distribution

Distribution of posters focuses mainly on clubs, bars, nightclubs in Budapest, downtown areas and University ad boards. Public areas within the city need approval before postering, therefore further negotiations required. These kinds of permits are usually free of charge, but can depend on content.

Popular clubs and party hubs in Budapest

Busy downtown areas of Budapest

OUTDOOR

Flyer Distribution

Distribution of flyers uses similar channels as posters, with the inclusion of clothing stores. Public areas as well as clothing stores need approval before postering or soliciting, therefore further negotiations required. These kinds of permits are usually free of charge, but can depend on content.

Popular clubs and party hubs in Budapest

Clothing stores

Universities and Colleges

OUTDOOR

Shopping Mall Visibility

An effective way to reach 2,500,000 people per month, is LED wall visibility in 12 shopping malls around Hungary. Their offer consists of 85 LED screens altogether. A 20 second (estimation) EXIT spot can circulate during all opening hours of the malls on all these screens. The offer includes all other major shopping malls in the country, with details included in the budget.

12 Shopping Centers around the Country

OUTDOOR

EXIT Official Pre-Party

The EXIT Official Pre-Party is a cooperation between the Promoter and the Hungarian band ‘Titusz and the Carbonfools’. The pre-festival event serves a purpose of raising the pre-event hype, and to provide an additional layer of promotional campaign for virtually no cost. The Pre-Party look and feel is decided by EXIT, as well as other promotional activities during the party, such as photo gallery of past EXIT events, EXIT video footage projected on the walls, for example. The popular downtown club Gödör can be an ideal location for this occasion, since it shares the target audience with EXIT. The club is situated in the middle of downtown Budapest with an indoor part, and an outdoor patio style area. It can hold at least 1,500 people.

OUTDOOR

EXIT Official Pre-Party The Pre-Party would be a cost-efficient way to bring the word of the festival to the people of the Hungarian nightlife. The organizers would be happy to host an EXIT theme pre-party on May 28, which is one of the few available time slots during the summer. The management of Gödör is willing to put a huge promotion behind this pre-party for absolutely no cost on EXIT, under a condition that Carbonfools performs in EXIT, and at the Pre-Party. This is a double benefit, because Carbonfools is not only one of the most popular bands in Hungary, but they would also provide extended promotional activities, including PR interviews in TV and radio.

OUTDOOR

EXIT Official Pre-Party Band Contest

A band contest has been started by EXIT through WeShareMusic: Play @ EXIT Performers Competition. In order to efficiently increase the barter value of the Pre-Party, the finals of the contest could be brought to the Pre-Party, and Club Gödör can cross-promote the contest on their website as well, for further visibility and promotion. The Pre-Party can also be a great platform for a ticket award. The idea is that the ticket award can be specially promoted to the public, to increase attendance and interest both to the pre-party and the festival as well.

EXPECTATIONS

The elements discussed in this presentation make up the Hungarian marketing campaign for EXIT 2011. It is in line with the estimated investment by the organizers, in terms of costs and available promotional resources that are available. Some of the prices in the budget document are still to be negotiated based on possible barter deals, which can further enhance the effectiveness of the campaign. These deals are to be discusses with EXIT.

FUTURE DEVELOPMENT

My aim is to achieve the expectations of EXIT for 2011, and to possibly have a surprise increase in attendance. This is in hopes for future cooperation with EXIT and for setting long terms connections in terms of promotional platforms. Yours Sincerely, Endre Rex-Kiss