Jamie Cullum - LIVE at GMD is the live debut of Jamie Cullum in Graz, Austria. The event is envisioned as the exclusive highlight of the city’s annual jazz festival, Jazz Sommer Graz. Simultaneously Jamie’s new album, which will be released in early 2009, will be promoted. Through the cooperation with Jazz Sommer Graz, the show is supported by local government departments and media organizations enjoying a good and solid reputation. Upon success the ultimate goal is to maintain this collaboration, turning the one-off event into a regular feature of the festival’s program with comparable artists performing in the future.
The event demonstrates strengths regarding artist and fans, location and venue as well as funding and sponsoring. Weaknesses are formed by the capacity of suppliers and volunteers at the time of the event. Whilst threats include the current economic decline, consumer confidence levels, improved home entertainment systems and potential bad behaviour, opportunities are seen in low cost marketing and the promising cooperation with Jazz Sommer Graz.
Due to the event’s collaboration with Jazz Sommer Graz promotion will primarily take place on the same platforms, coordinated to match the festival’s overall marketing approach. This encompasses clever and timely marketing utilizing internet, radio and the print media to convey the marketing message. The plan is developed to target maximum exposure at an inexpensive rate to help achieve the specified marketing objectives. These include booking out the venue by attracting 550 attendees, making €16.500 in ticket sales, getting six reviews in four regional newspapers and two magazines as well as obtaining the annual tie-in with Jazz Sommer Graz.
Table of Contents
1. Executive Summary
2. Introduction
3. Internal and External Analysis
4. Marketing Objectives
5. Marketing Plan
6. Implementation Schedule
7. Promotional Budget
8. Evaluation and Control
9. Summary
Target and Scope
This report outlines a comprehensive marketing strategy for the event "Jamie Cullum - LIVE at GMD," aiming to establish a successful debut performance in Graz, Austria, while maximizing promotional synergy with the established Jazz Sommer Graz festival.
- Strategic integration with the existing Jazz Sommer Graz festival.
- Promotion of the artist's new album and brand in the southern Austrian region.
- Targeting young professionals and jazz enthusiasts through low-cost digital marketing and local media.
- Objective-driven planning for ticket sales, media coverage, and future collaboration.
Excerpt from the Book
3. Internal and External Analysis
Jamie Cullum is a successful English jazz-pop singer, songwriter and pianist, who has been nominated for various BRIT awards as well as for a prestigious Grammy award. Up until today, Jamie has been to Austria twice, appearing at the Jazz Fest Wien and singing live in one of the Vienna’s most popular event locations, Gasometer (Verve Music Group online, 1999-2008). Whilst Jamie is extremely well-known in the Austrian capital, not as many people are familiar with him in the southern part of the country. Consequently the event not only attracts fans from Vienna to Graz (only 1.5 hrs drive time) but also raises his level of familiarity in southern Austria. By staging the event during the weeks of JSG, a major part of the event’s target audience is already at hand and on location.
Due to the close collaboration with JSG, access to public funds is given. Jazz Sommer Graz began in 1998 and has, since then, evolved to an important high profile event. Famous artists who have performed in the past include Dionne Warwick, George Benson, Al Jarreau, Randy Crawford and Joe Zawinul. The show will be funded mainly by the Styrian culture department and by Graz Tourism. Another significant sponsor is represented by KLZ, the biggest regional daily newspaper in southern Austria (JSG online, 2008). All stakeholders have a good and solid reputation, adding to the event’s credibility.
Summary of Chapters
1. Executive Summary: Provides an overview of the live debut of Jamie Cullum in Graz and the strategic goal of integrating the event with the Jazz Sommer Graz festival.
2. Introduction: Introduces the event context, the GMD venue, and identifies the key primary and secondary stakeholders.
3. Internal and External Analysis: Evaluates the strengths, weaknesses, opportunities, and threats (SWOT) of the event, including a detailed Porter’s Five Forces analysis.
4. Marketing Objectives: Defines the four core targets, including attendance figures, sales goals, media coverage, and the objective of a long-term festival tie-in.
5. Marketing Plan: Details the marketing mix, covering product strategy, pricing, distribution, and promotional channels.
6. Implementation Schedule: Presents a timeline of marketing tasks, assignments, and deadlines for the promotional activities.
7. Promotional Budget: Outlines the financial planning and estimated costs across research, communications, promotions, and advertising.
8. Evaluation and Control: Describes the processes for assessing the event's success through pre-event, monitoring, and post-event evaluation phases.
9. Summary: Concludes the report by reiterating the core strategy of coordinated marketing to achieve the stated objectives.
Keywords
Jamie Cullum, Marketing Plan, Jazz Sommer Graz, Generalmusikdirektion, Live Music, Event Management, Strategic Marketing, Music Industry, Porter’s Five Forces, Promotional Budget, Audience Segmentation, Event Evaluation, Graz, Cultural Tourism, Stakeholder Analysis.
Frequently Asked Questions
What is the core purpose of this report?
This report serves as a formal marketing plan for the "Jamie Cullum - LIVE at GMD" concert, designed to ensure a successful performance through strategic partnerships and targeted promotional activities.
What are the primary themes covered in the plan?
The plan covers environmental analysis, marketing mix strategies (product, price, place, promotion), implementation scheduling, budget management, and post-event evaluation metrics.
What is the main objective of the marketing campaign?
The primary objectives include selling out the 550-capacity venue, generating €16,500 in ticket revenue, securing significant media reviews, and forming an annual tie-in with the Jazz Sommer Graz festival.
Which methodology is used to analyze the event environment?
The report utilizes a SWOT analysis for internal and external factors and applies Porter’s Five Forces model to assess competitive rivalry and market dynamics.
What topics are addressed in the main body?
The main body focuses on market segmentation, stakeholder identification, competitive analysis, the operational marketing mix, financial budgeting, and the implementation timeline.
Which keywords best characterize the work?
Key terms include event marketing, strategic planning, festival collaboration, audience demographics, and venue management.
How is the concert priced relative to other jazz events?
The admission price is set at €30, which is considered comparatively low and is supported by public funding and sponsoring to ensure accessibility.
Why was Wednesday selected as the date for the concert?
The event is staged on a Wednesday to avoid direct competition with the main Jazz Sommer Graz concerts, which are held on Thursdays, Fridays, and Saturdays.
What role does the "Kleine Zeitung" (KLZ) play in this plan?
As a significant sponsor, KLZ provides support through media features, advertising space, and ticket distribution to boost the event's local profile.
How will the organizers assess the success of the event?
Success will be assessed via pre-event feasibility studies, monitoring ticket sales and audience attendance, and a post-event de-briefing session using feedback forms and media monitoring.
- Citar trabajo
- BA Verena Stickler (Autor), 2008, Venue and Tour Management, Múnich, GRIN Verlag, https://www.grin.com/document/187361
