Festival By The SeaA Presentation by

Alan Diamond

See You There!

In order to succeed financially the Festival By The Sea

needs to raise its profile within its target market and pursue multiple revenue generating

streams.

The Statement

Began in 1985 as the Cultural Component of the

Canada Summer Games

Aimed to provide a broad range of cultural

performances showcasing Canadian talent

Because it’s a community event, the festival

charged admission for only 9 of the 100 concerts

offered

Takes place mid-August each year, originally for

14 days but got trimmed to only 9 in 2000

Pat Pelley (Manager) & Candice MacDonald (Co-

Ordinator)

Background Information

Main Stage Tickets for 2000Day Distribute

dCompliment

arySold Used

Day 1 1,014 731 283 704

Day 2 1,023 807 216 658

Day 3 1,107 413 694 1,022

Day 4 930 405 525 845

Day 5 1,021 541 480 880

Day 6 796 513 283 655

Day 7 1,332 510 822 1,219

Day 8 1,448 536 912 1,375

Day 9 1,011 487 524 770

Total 9,682 4,943 4,739

8,128

Total Sponsorship for 2000 $225,513

Festival Month Duratio

n

Location

Oxegen July 4 days Kildare, Ireland

Electric

Picnic

Aug./Sept. 3 days Laois, Ireland

Glastonbury June 3 days Somerset,

England

Tomorrowlan

d

July 3 days Boom, Belgium

Coachella April/May 3 days California, USA

Statistics on Other Festivals

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Elec

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ic

Glast

onbu

ry

Tom

orro

wla

nd

Coach

ella

0

50,000

100,000

150,000

200,000

250,000

Attendance

Attendance On Other Festivals

Festival Dates Ticket Price

Festival de la Bale Française

June 6th – June 11th $5 - $25

Loyalist Heritage Festival

July (Dates Vary) Free Admission

Nesbitt Burns & Blues Festival

July 13th – July 15th Free Admission

Buskers July 21st – 23rd Free Admission

Mostly Mozart Festival

July 18th – July 27th Free Admission

Festival By The Sea

August 11th – 19th $11-$20

Festivals Within Saint John Area

1. Define the Target Market

2. Guerilla Advertising

3. Smartphone Application

4. Competition

5. Making the Festival “Green”

6. Celebrity Endorsements

7. High Profile Acts

8. Camping

9. Technology

10.Volunteers

Recommendations

1. Look at your current customer base

2. Check out your competition

3. Analyze your service

4. Choose specific demographics to target:

5. Consider the psychographics of your target

6. Evaluate your decision

How to Define the Target Market

a) Age b) Location c) Gender d) Income Level

e) Education f) Marital/Family status g) Occupation h) Ethnic background

a) Allows you to focus on the features and benefits of

your event that differ from others.

b) Communication lines are more clearer.

c) More simple to know where & how to market your

services.

d) Creates opportunities to partner with other

businesses that offer complimentary services.

e) Be proactive with who you want to do business with.

Advantages of Defining the Target Market

A marketing tactic in which a company uses surprise and/or

unconventional interactions in order to promote a product or

service. Guerrilla marketing differs from traditional marketing

in that it often relies on personal interaction and generally has a

smaller budget, and it focuses on smaller groups of promoters

that are responsible for getting the word out in a particular

location rather than on wide-spread media campaigns.

Guerrilla Advertising

My Example:

8 million people in Canada own a Smartphone.

On average, Smartphone users have 27 apps on their

phone.

On average, 81 minutes daily is spent on mobile apps.

66% check their favourite app at least once a day!

44% check their favourite app several times a day!

Creating A Smartphone Application

Friend Finder

Interactive Map

Photo Up loader

Map Marker

Advertising Space

The FBTS Smartphone App.

Supporting Act Competition

115.3 million number of nights spent away from

home by Canadians travelling within the country

during July & September.

17.3 million the number of nights spent at

campgrounds during the summer; in comparison

to 14.8 million nights spent in hotels or motels in

Canada.

7.8 million the number of trips taken by

Canadians to attend a festival/fair/exhibition.

Something To Consider?...

On average, 15% of Canadians are willing to

pay extra to attend an environmentally-

friendly event.

90% of all households in Canada use some

sort of recycling program.

Turning FBTS into a Green Event

26% of Canadians

consider the

environment the top

issue facing

the country.

It is a universally

accepted fact that

celebrity

endorsement can

bestow special

attributes upon an

event that it may

have lacked

otherwise.

Celebrity Endorsements

Celebrity Endorsements Continued

Celebrity endorsements are impelled by virtue of the following motives:

Instant Event Awareness and Recall Celebrity values Define and Refresh the

event’s image. Celebrities add new Dimensions to the

event’s image. Instant Credibility or aspiration PR

coverage. Convinces customers to attend the event

High Profile Canadian Acts

Welcome to the 21st Century!

Social Media

Website

Partnerships

Sponsorships

Volunteers

If Festival By The Sea were to use

even half of the recommendations given,

not only would they soar in profits but

they would have an outstanding event for

years to come.

To Conclude:

Thank You For Listening

Merci De Votre Écoute

Danke Für Ihre Aufmerksamkeit

Go Raibh Maith Agat Le Haghaidh Éisteacht

Grazie Per L’ascolto

感謝您的傾聽Dankie Vir Die Luister

Any Questions?