An Investigation to identify how festivals promotional techniques have developed over the years – using Green Man Festival as a case study
Cardiff Metropolitan University
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This research study was carried out in order to explore the different methods of marketing that Green Man Festival utilises, to discover how successful they are, and whether they have changed and developed throughout the years. The study intended to critically review the literature surrounding festivals and festival marketing theories, in order to provide conclusions supported by theory when evaluating the effectiveness of the promotional strategies. It aimed to discover how modern or digital marketing affected Green Man’s promotional techniques, to assess any identified promotional techniques and identify any connections with marketing theory, to investigate how they promote the festival towards their target market, and to finally provide recommendations for futuristic methods of promotion. The dissertation was presented coherently, consisting of five chapters. The first chapter was the introduction, providing a basic insight into the topics involved. The second contains a critical literature review where key themes were identified; the third chapter discussed the methodology used whilst the fourth chapter presents the results that were discovered, providing an analysis and discussion. The final chapter summarises the study, giving recommendations and identifying any limitations of the study. The dissertation made use of questionnaires and semi-structured interviews to gain primary data, and took all ethical issues into consideration throughout. It was found that Green Man Festival partially makes use of social media advertising; however it does not make best use of the modern marketing methods that are available today. Its primary concentration is on customer retention. Its attendance is not impacted by its identified unsuccessful marketing techniques. The research shows that Green Man Festival does not use the marketing models that are recommended and commended by authors within current literature, with a key suggestion being that it should incorporate ‘green marketing’ into its strategies.
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