Marketing Plan - Cultural Olympics

Marketing plan

Product definition:

The product in which we are marketing is essentially a campaign for the Cultural Olympiad. To market this we have chosen to create a variety of bus stop advertising posters, leaflets and adverts on the side of buses. We’ve decided on these marketing techniques because we feel that in London these would be the best way to get something noticed, as there are buses everywhere, along with bus stops. The leaflet advertising would also help the campaign as we could put them through people’s doors to gain more attention and possibly get people to look into it in their own homes.

Situation Analysis:

The Cultural Olympiad has the problem that it hasn’t been marketed very well and that no one knows anything about it. One of the problems being that it runs alongside the Olympics which people are a lot more interested in. we believe that with our marketing plan we can help to raise a better awareness around London before the event is due to start. By bringing awareness to London it will slowly spread bringing more attention to the event.

Competitive environment:

One of the problems that the Cultural Olympiad will have is the fact that it takes place the same time as a lot of other festivals. This will be a problem as a lot of people go to the music events every year because these events have famous bands performing. Although the event does offer a wide variety of performances, music, art, dance, acting, most of the acts are either brand new or ones people haven’t heard of. One thing that our event does have over the other festivals is the fact that most of the events are free to watch, only a few cost to enter. 

Target market/ market research data:

Essentially our target audience is to any and everyone who would be interested in this event, we haven’t narrowed it down to just one specific age group. This is because no one age group will be interested in the event, and it’s open to all ages. This means our marketing scheme has to be suitable for all ages.

Action Plan:

We’re going to use both TV advertising, print advertising, web and outdoors. We would also use PR events to help promote the cultural Olympics.

Or TV advertising we planned to use a flash mob. This would be where for a set amount of weeks we would show just an image on TV. This would get the audience intrigued into what the advert would be for, making them wanting to find out. Right near the end of the advertising campaign we would release the whole advert of all the images to help promote the cultural Olympiad. By the end we would hope that it would have attracted and interested a lot of people and they would have wanted to find out more about the event.

The print advertising would be products such as leaflets and flyers, these would be available in most places and would possibly be distributed along with newspapers and to peoples houses. The advertising would also consist of posters se around in local places. These print adverts would include a QR code so smartphone users would be able to scan the code to find more information on the event online from the official website or the Facebook page.

For the web advertising we would create Facebook pages, Twitter pages, possibly a YouTube page. We could also create some promotional web banners to have shown on certain sites to help promote it. The Facebook and twitter pages could help keep people up-to date on the event itself and what’s happening. The YouTube page could show some videos of certain events to highlight what the event is about and what will be included in it.

The outdoors advertising would be promotional posters that we could have on the side of buses and possibly billboards around towns and cities. These would be aimed more at people traveling on the road so they would have to have small amounts of information so people can read it. They would also have to be attractive. These posters could also be included into bus stops so that people walking by, or waiting for the bus could get information about the event. On the bus stop one we could include a QR code so people with a smartphone could scan it and it could be liked to the official website or possibly the Facebook page.

The PR events would be things like competitions on the Facebook and Twitter pages. The events would give the audience a chance to win tickets to the paid events in the cultural Olympiad. There would be chances to win some other smaller prizes that would relate to the cultural Olympiad.