MAINSTAGE WORKSHOP th, 2016 Gympie Civic Centre€¦ · marketing P’s) Accessible (can communicate with and distribute to) ... “Love the camping site, even if you’re camped

MAINSTAGE WORKSHOP

October 19th, 2016

Gympie Civic Centre

David Gration MBA PhD © Events Tourism Associates 2016 EMAIL: [email protected]

1

mailto:[email protected]

David Gration MBA PhD © Events Tourism Associates 2


https://www.gympie.qld.gov.au/statistics

http://abs.gov.au/

http://profile.id.com.au/gympie/reports-by-area





http://statistics.qgso.qld.gov.au/qld-regional-profiles





https://www.gympie.qld.gov.au/statistics

http://abs.gov.au/




https://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=imgres&cd=&cad=rja&uact=8&ved=0ahUKEwj5rrn7xNvPAhUBtJQKHXfHDGUQjRwIBw&url=https://www.youtube.com/watch?v%3DaJZINOsEDtQ&psig=AFQjCNGqSWjmSGBGFiUPriKxssQZIGj8fg&ust=1476577229352731

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=imgres&cd=&cad=rja&uact=8&ved=0ahUKEwjqg4LBxdvPAhVEnJQKHSxmDssQjRwIBw&url=http://www.gympietimes.com.au/news/volunteers-make-the-reels-go-round-for-film-festiv/2410687/&psig=AFQjCNFc3fsIMggLknNcWF0jVtseYPpOEg&ust=1476577375123446

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=imgres&cd=&cad=rja&uact=8&ved=0ahUKEwiW0aCGxtvPAhXDpZQKHZduCysQjRwIBw&url=http://www.gcf.org.au/&psig=AFQjCNHDiJne-cF5KQxymhHEw1g6Wd_ASg&ust=1476577520304868

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=imgres&cd=&cad=rja&uact=8&ved=0ahUKEwi-x9a6xtvPAhWJk5QKHe0UBM0QjRwIBw&url=http://www.gympietimes.com.au/topic/gympie-gold-rush-festival/&psig=AFQjCNGvZ9-o2Vq5Kmcq-5nJ9dupLC0Avw&ust=1476577623984695

https://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=imgres&cd=&cad=rja&uact=8&ved=0ahUKEwiEqq6JyNvPAhUBrJQKHbiNBZgQjRwIBw&url=https://facepaintbycynnamonblog.com/2012/05/17/superhero-face-paint-by-cynnamon-in-riverside-ca/cynnamon-and-boys/&psig=AFQjCNFaW5xtZljp7XMZqt-_XCMB503Y5A&ust=1476578063766058

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=imgres&cd=&cad=rja&uact=8&ved=0ahUKEwi80Nq-yNvPAhUMnZQKHS-4BmsQjRwIBw&url=http://www.gympietimes.com.au/news/big-day-out-for-littlies/2202849/&psig=AFQjCNEhnBP6xYAJcZ42feNcXMlRGqEuHA&ust=1476578175527016

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=imgres&cd=&cad=rja&uact=8&ved=0ahUKEwjF8Nnby9vPAhXLJZQKHfGRAwUQjRwIBw&url=http://www.gympietimes.com.au/news/council-has-new-plans-for-old-halls-gympie/824492/&psig=AFQjCNHHrtJgaO6CoFGjYcL8clA8haKnkw&ust=1476579041556785

https://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=imgres&cd=&cad=rja&uact=8&ved=0ahUKEwirisKZzdvPAhVDnJQKHVVVBmMQjRwIBw&url=https://au.linkedin.com/in/carmel-drennan-1a3899a2&psig=AFQjCNGToxRZ267-w9NqJBqPLt-iIaFWnA&ust=1476579439931334

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=imgres&cd=&cad=rja&uact=8&ved=0ahUKEwjCz6nGzdvPAhWEo5QKHdXXB1wQjRwIBw&url=http://www.maryriverfestival.org.au/&psig=AFQjCNHHCoYsVVB0lcPpQCLV2uJWVIlRgA&ust=1476579533922155

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=imgres&cd=&cad=rja&uact=8&ved=0ahUKEwj23KnjzdvPAhUCNJQKHScCBtgQjRwIBw&url=http://www.studyqueensland.qld.gov.au/Live/Fun-Finder/Fun-Finder-Article/Gympie-Regional-Gallery/56b266482cbcbe7073adfe8c_0&psig=AFQjCNEKEKKCfZuataM6f9Q3tVXsVTEM1w&ust=1476579594694932

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=imgres&cd=&cad=rja&uact=8&ved=0ahUKEwj8obeYztvPAhWEJpQKHZ10DocQjRwIBw&url=http://www.seniorsnews.com.au/news/plans-under-way-for-seafood-festival/2761189/&psig=AFQjCNH-DdwOuLDnDWE1qd-p97gTsvxx2g&ust=1476579706108770

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=imgres&cd=&cad=rja&uact=8&ved=0ahUKEwim4qizztvPAhWEupQKHV0nCL8QjRwIBw&url=http://www.cooloolachappy.org.au/news/&psig=AFQjCNHgvPXgQnJQtH2OU7WFHBdKzCHvPA&ust=1476579762293516

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=imgres&cd=&cad=rja&uact=8&ved=0ahUKEwi1_8CCz9vPAhWGmpQKHcXWD0IQjRwIBw&url=http://www.gympietimes.com.au/topic/gympie-show/&psig=AFQjCNF6y8AXD3KnD0nvlS8FeJKUM3eQKA&ust=1476579928397654

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=imgres&cd=&cad=rja&uact=8&ved=0ahUKEwilwOTQz9vPAhVGmpQKHY82B6wQjRwIBw&url=http://websites.sportstg.com/club_info.cgi?client%3D0-9388-136614-0-0%26sID%3D287021%26%26news_task%3DDETAIL%26articleID%3D37064611&psig=AFQjCNHk5KWii138Pkl3WRvMJEV8kgEVKQ&ust=1476580092618428

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=imgres&cd=&cad=rja&uact=8&ved=0ahUKEwin9YDZ0dvPAhVTtJQKHcfFAgcQjRwIBw&url=http://www.maryvalleyartslink.com.au/mary-valley-art-festival/&psig=AFQjCNF36YTDK_nR0FCt27DX3nIB_JY4Wg&ust=1476580646722677

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=imgres&cd=&cad=rja&uact=8&ved=0ahUKEwiXoPn10tvPAhVBNZQKHUGyD-0QjRwIBw&url=http://whatsoningympie.com.au/events/australia/queensland/gympie/festival-1/wood-n-music-festival/&psig=AFQjCNFx52OB1lgjAfXx06g_Zuxpa5N2Qg&ust=1476580975952795


http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=imgres&cd=&cad=rja&uact=8&ved=0ahUKEwiTjp3dyuXPAhVEjZQKHRruCw4QjRwIBw&url=http://under30ceo.com/50-questions-to-ask-before-you-start-a-business/&psig=AFQjCNE_RjMvKtRqIvsFFxeHUd0zTMiqow&ust=1476922373764400




Requirements for

Effective Segmentation

Measurable (can be quantified)

Substantial (big enough to make sustainable

profit from)

Actionable (able to utilise the

marketing P’s)

Accessible (can communicate with

and distribute to)


Family event

Hig

h b

row

Low

Bro

w

Adult event


Research Helps


http://www.uis.unesco.org/culture/Documents/fcs-handbook-3-festival-statistics.pdf

Research Helps?













Pilcher, D. R., & Eade, N. (2016). Understanding the audience: Purbeck Folk Festival. International Journal of Event and Festival Management, 7(1), 21-49.


Provoke, Inspire, Amuse_

Tell a story

Make it a must Spur your

audience to action

Create Satisfaction ,

WOM & Loyalty

Co-creation of your event

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=imgres&cd=&cad=rja&uact=8&ved=0ahUKEwi75YvKpOTPAhVQ1GMKHczpARYQjRwIBw&url=http://pushqr.com/about/&psig=AFQjCNHbqns0duOeEw4gFYPmYegqEaju2Q&ust=1476877724549705



AUDIENCE

Product

Program

content

Place

Price

Promotion Packaging

Partnerships

People

Processes

ALWAYS ALIGN YOUR MARKETING MIX WITH YOUR AUDIENCE


Offer recognition for long-term involvement

Communicate with your existing audience members at regular intervals throughout the year

Offer opportunities to socially engage with fellow audience members at small events

Establish, and maintain, a social media place for your event tribe to gather and communicate

Share their stories Involve them in developing our story Make them special/privileged Help them to spread the word Listen to their needs


“Love the camping site, even if you’re camped there with 60,000 of your closest friends it still feels like a day in the bush” Gympie Music Muster audience member

“It’ the festival atmosphere that stands out as the reason why people are motivated to attend. .. We want Woodford to be a community not an institution” Woodford Folk Festival audience member


Every year try to: • Incrementally change

your event (but not too fast)

• Find a new niche target market to focus on

• Undertake research into what your audience needs, desires, likes & dislikes

• Check your Marketing Mix (P’s) align to your audience


Every story should have an audience

in mind

https://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=imgres&cd=&cad=rja&uact=8&ved=0ahUKEwiK383z1bbPAhVQ12MKHUkqBykQjRwIBw&url=https://publicrelationssydney.com.au/media-release-template-download/&psig=AFQjCNFEPqmVCW9J68xnMr1tLxB7tzdhHg&ust=1475310465962873


NEXT SESSION Sponsorships & Fundraising Wednesday 30 November 2016

David Gration MBA PhD

Director Events Tourism Associates EMAIL: [email protected] MAIL: Box 211, Caloundra, Wld.4551 Mobile: 0408 708 293

mailto:[email protected]