Concept explainers
Case summary: An annual film, music and technology festival name SXSW is held in Austin, Texas for 10 days in March. 1000s of concertgoers are welcomes in the city. Part trade show and part mega concert, this enormous event not only makes fan of hip art happy but also serves as the meeting point for new artists.
The music portion of SXSW featured 2,000 acts. With so much population, there is ample opportunity for all types of promotions. Each year the festival teams up with the corporate sponsors to advertise at the event.
SXSW also feature some B2B promotions. For a lower price attendees can choose to assess a single event. With so much to do and see SXSW generates a lot of publicity.
Music is the product that benefits from personal touch. The fans work for free to promote the band and the event. All the personal selling done in the event benefits both the band as well as the event. SXSW employs a number of strategies to stay cool at the event and promote both the event and the bands.
To discuss: The promotion mix, SXSW rely most on.
Want to see the full answer?
Check out a sample textbook solutionChapter 16 Solutions
EBK UNDERSTANDING BUSINESS
- A statement of a company's mission should address all of the following questions exceept? What business are we in? What products or services do we provide? How should we leverage social media to promote our company and our products? Who benefits from our efforts?arrow_forwardYour organization specializes in selling fashionable clothes to tweens (age 10 to 12) who wear only the most carefully selected clothes that allow them to project the exact image they want to put out there, right down to their socks. The head of marketing for your company wants to augment in-store sales with sales from a social shopping platform. How might such a platform be designed to appeal to the target audience? What special issues might arise in marketing to this youthful market?arrow_forwardWhat are the factors that helped Dropbox succeed? What were the factors that had a negative impact on Dropbox?for example, Economic factors,Social factors, modern techniques, Political changes, and legislative laws.arrow_forward
- Emails are one of the most popular means of digital communication, and that’s the main reason why using them for marketing activities can be extremely effective for businesses. Discuss any FIVE reasons on why email marketing is important to ecommerce?arrow_forwardThree current trends in the Hospitality Industry are: 1. Chatbot to assist you 24*7: 2. Mobile App: 3. Social Media for promotion: 1. Based on the three current trends in th Hospitality Industry. Give examples of activities that are appropriate for the following categories. Describe each activity and discuss why is it appropriate in Age (children, teenagers, adult, seniors),Culture, Genderarrow_forwardCritics claim that Internet tracking infringes consumer privacy rights and that the industry is out of control. Should marketers have access to such information? Discuss the advantages and disadvantages of this activity for both marketers and consumers.arrow_forward
- Anyone who has ever promoted a successful crowdfunding campaign on sites likeKickstarter and IndieGogo will tell you that it takes a lot of orchestration to become an“overnight” success. A solid digital marketing strategy is imperative to funding acampaign. For many marketers, though, crowdfunding is uncharted territory, and crafting adigital marketing strategy can seem daunting, especially since the stakes are sohigh—many brands depend on crowdfunding to bring a concept to fruition. Superscreen,entrepreneur and inventor Brent Morgan’s tablet alternative that integrates with asmartphone, is a real-time case study in crowdfunding digital strategy. As of this writing,their campaign has already garnered more than $1.2M in pledges, crushing their modest$50,000 goal within minutes of launch. By following their digital strategy, savvyentrepreneurs can reap the hard-won lessons from their success.Before building a digital strategy, it’s important to understand what marketers are upagainst…arrow_forward1 What is Word of Mouth as component of Integrated Marketing Communication? 2. What is the value of Word of Mouth as a component of Integrated Marketing Communication? Please include resources.arrow_forwardSporting events have been severely affected since the global pandemic. Advise the promoters of The ISSA Boys & Girls Champs, on how it can take advantage of social media and mobile media marketing to increase support for and attendance at this annual event. Be sure to include how the company can measure the effectiveness of its social media promotional efforts.arrow_forward
- What are the key elements of Spotify’s (music streaming) strategy? What keeps them competitive compared to other streaming platforms?arrow_forwardExplain why Gillette is so popular in the mass market. What is their best business communication approach to get people prefer their products?arrow_forwardTo Cell or Not To Cell It's a bright Tuesday morning, and you're sitting in a rather exciting meeting in which your compan marketing team will present the new fall campaign. It's been an exciting time since you took over as CEO this small electronics firm, and everyone is anticipating that the new product lineup that the company h. been working on will bring new levels of success. Just as the team is about to start presenting their thoughts on how to market the new products, your phon rings; it's Karen from distribution, asking whether you have five minutes to talk about truck maintenance "No," you tell her, "I'm in a meeting." As you apologize for the interruption, your phone rings again; it's your assistant, and he wants to know when you can schedule a meeting with the president of a subcontractor. A few minutes after that, Gary from HR calls and asks when the new benefits package will be approved. After that you get calls from the mailroom, the president of the electricians' union,…arrow_forward