Lotus Music Festival

Expanding Lotus into Never Before Reached Markets

Dalia Erkman, Abigail Spear, Reuben Ross, Anthony DiStaulo

Lotus Music Festival2013 Highlights

Our Mission“to create opportunities to experience, celebrate, and explore the diversity of the world’s cultures, through music and the arts”

Experience. Celebrate. Explore

International, Diverse, World cultures.

Company Overview

Competitive Profile MatrixIU Auditorium Cardinal Stage

CompanyJacob’s School of Music

Strengths Weight Rating Score Rating Score Rating Score

Brand Recognition

.40 1 .40 1.5 .60 3 1.20

Niche Market

.20 1 .20 1 .20 2 .40

Loyal Audience

.15 1 .15 1.5 .225 2 .30

Reach .10 4 .40 4 .40 4 .40

Reputation .15 4 .60 1.5 .225 4 .60

Total: 1.00 - 1.75 - 1.65 - 2.90

Situational Factors

Strengths

● Niche Market*● Loyal Audience

Base● Untapped

Audience ● Reputation● Volunteers● Friendly

Competition● Reach● Brand

Recognition

Weaknesses

● Relatability● Diversity in

Product● Niche Market*

Opportunities

● IU Students● “Festival

Craze”

Threats

● Timeliness● Lack of

interest in World Music

● Younger Generations

Objectives and Goals

Enhance and Expand

● Larger customer segment

● Younger audience

Tailor and Develop

● New marketing strategies that incorporate social media

Increase Revenue

● Profit!

The ProblemMillennials’ Arts Attendance

Millennial's Arts & Cultural Attendance

● ¼ Millennials attended an outdoor performing arts festival in 2012 (NEA).

● However, overall Millennials’ Arts Attendance is the least out of any other market.

The SolutionViral Marketing

Tell them a Story

“In fact, stories only magnify the need to have something remarkable (and honest) to say.”

- Seth Godin

Target Audience(s) Ages 18-24

Marketing Mix

Price

Friday + Saturday Weekend Pass – $60 adv. ($70 day of show)Friday general admission– $35 adv. ($40 day of show)Friday senior/youth/student– $29 adv. ($34 day of show) Seniors 62+ | children 12 & younger | students w/ valid IDSaturday general admission– $39 adv. ($44 day of show)Saturday senior/youth/student– $33 adv. ($38 day of show)

Place

Bloomington, Indiana

.

Promotion

Video - Coupon Code

Commemorative Book

Past Strategies

Product

The Festival

People

Tactics & Resources

Commemorative Book

● Resource for assessment

● Raise revenue

Video

● Reach market audience through social media

Past Tactics

● Free Tickets● Paper Promotion● Street Team

Commemorative Book

The Video

● Generate Buzz● Tell a Story● Create Lasting

Memories

3 Parts● Promo● Video Release● Follow-up

Coupon Code: LOTUSLOVE

“Lotus Love Story”

Millennial's Social Media Presence

Chart: IMOB

+7%

+22%

+20%

“Humans of Lotus”

● Commemorative Book of the 2015 Lotus ● Email Newsletter● Sold at 2016 Lotus● Increase Revenue and Consumer Experience

<$1,500● Film

○ Filming and Editing Of● Commemorative Book

○ Writing of Bios and Pictures

Budget

Timeline & Working Plan

August 2015 ● Picked the family● Hired Crew

2015 Lotus Festival● Filmed● Collected Pictures and

Stories

Present / December 2015

● Books are Finished

2016 Lotus Festival September 15-18th

January - May 2016

● Edit Video● Video Preview

August 2016● Video goes

Viral● Presale● Street-Team● Tabling

September 2016

● Follow-up Video Released

Assessment

● “Humans of Lotus” Commemorative Book

● Coupon Code● Likes, Shares, &

Comments2015 Volunteers

http://www.lotusfest.org/

http://www.lotusfest.org/2015-festival-report/

Lotus Volunteer Newsletter - 2015

http://www.increasemyonlinebusiness.com/social-media/millennials-social-sharing-activity-impacts-buying-habits/

https://www.youtube.com/watch?v=whgI3I-Xwk0

https://www.arts.gov/news/2013/national-endowment-arts-presents-highlights-2012-survey-public-participation-arts

Resources