Analysis and Recommendations of Social Media Marketing Strategy in Electronic Marketing for 2014 Shanghai Jz Festival

Analysis and Recommendations of social media marketing strategy in electronic marketing for 2014 Shanghai JZ Festival

Executive summary

2013 Shanghai JZ Festival was a successful community music event.  The next JZ Festival in Shanghai is 10th anniversary which should develop a sounder promotion strategy to attract more high profile guests, sponsors, exhibitors and performers.  This report considered the event goals and objectives and overall marketing strategy including market research, market segmentation, marketing mix and promotion, especially the E-marketing and social media promotion.  Market research should be conducted through online with social media platforms in 2014 due to no research found in 2013.  Market segmentation was suitable for target market based on likewise patterns of psychographic and divided the markets into three distinct lifestyle-related segments: training and education, networking and entertainment.  Marketing mix applied to the adapted Holye’s 5Ps modal to 6Ps as promotion is vital for the event outcomes.  After that, two examples of 2013 promotional materials are provided and analyzed: Official websites and Douban.  Those two non-traditional methods and other E-marketing tool like official mobile Apps and social media platforms like Wechat, Weibo, Renren, Google+ and Youku were selected to be improved in 2014 for they could achieve different parts of event objectives.  Then those channels were organized in time order in marketing schedule and marketing budget with large profits was initiated.  And qualitative and quantitative marketing evaluation techniques are assessed to monitor each channel’s effectiveness and to optimize the ROMI.  So it concluded that E-marketing and social media are not only two cost-effective way to market events but also easier ways to measure ROMI through Google Analytics and web analytics.

Contents

Executive summary        

1.        Introduction        

2. 2013 JZ Festival goals and SMART objectives        

2.1 Event goals        

2.2 Event SMART objectives        

3.        Market segmentation        

3.1 Definition and roles of market segmentation        

3.2 Rationale for psychographic segmentation and three lifestyles segments        

4. Market research        

4.1 Definition of market research        

4.2 Types and comparison of market research        

4.3 Online market research for 2014 JZ Festival        

5.        Marketing mix        

5.1 Definition of 6Ps marketing mix model        

5.2 2013 JZ Festival 6Ps marketing mix        

6.        Promotional strategies analysis in 2013 JZ Festival        

6.1 Social media in E-marketing as new promotional tools        

6.2 Analysis of Official website and Douban promotional strategies        

7.        Marketing budget        

7.1 Rationale of investing in E-marketing for 2014 JZ Festival        

7.2 Marketing budget for 2014 JZ Festival        

8.        Selection of social media tools for 2014 JZ Festival        

8.1 Rationale for selection of mobile marketing        

8.2 Rationale for selection of blog        

8.3 Rationale for selection of website, Youku and Google+        

9.        Marketing schedule        

10.        Marketing evaluation on ROMI applying qualitative and quantitative methods        

11.        Conclusions        

12.        Bibliography        

13.        Appendices        

13.1 Appendix 1.---- Market research of online survey        

13.2        Appendix 2.---- Poster        

13.3        Appendix 3.---- Venue map        

13.4        Appendix 4.---- JZ Festival Official website        

13.5 Appendix 5.---- Top 20 social networks ranking        

13.4 Appendix 6.---- JZ Festival Douban site        

1. Introduction

2013 is the ninth year for JZ festival in Shanghai, the biggest Jazz Festival in both China and Asia.  It will last for one month from September 20th to October 19th with three parts.  For detailed description of JZ festival, 5Ws are often used to describe an event, which includes why, who, where, when and what.  

First, the reason why have JZ festival is because organizer want to showcase local and international jazz bands outdoors, to facilitate the growth of live music in China music industry, to be the leading source of contemporary music education in Shanghai and to build the JZ brand of top live jazz music.  Second, the stakeholders of JZ festival are artists, performers, jazz fans, media, sponsors mainly are Elements Fresh, BMW, YAMAHA, SUPERcity, QQ Music and Sennheiser, organizers as JZ Music, volunteers and visitors.  And famous artists include Jack DeJohnette, Lisa Ono and Yoga Lin (Mikey, 2013).  Third, the locations of JZ festival are around the town with three parts of the festival and different activities and performances in each part.  But the main venues are EXPO Park, JZ Club, Wooden Box Café, Pudong Kerry Park side and Jing’an Kerry Centre (JZ Music, 2013).  Fourth, the festival lasted about one month, from September 20th to October 19th.  Finally, the festival consists of three sessions: Sennheiser Green Note, Jazz Around Town and Nong Qing Jing’an•BMW Master Hall in two days (JZ Music, 2013).  All activities in each session presented by 80 musicians and 200 bands performed the theme of jazz during one month and follow the schedule on website.