Learning new things and making adjustments on a constant basis are necessary for effective marketing. By keeping abreast of market developments and consumer behavior, you can develop marketing campaigns and strategies that connect with your target market and help your company achieve its goals. It is essential that when creating a product, whatever it may be, that a marketing strategy is decided upon, this will help in the final decisions of a product and whether it be a success or a failure. When a firm is marketing an event, it is essential that they implement both promotional and distributional techniques to raise brand awareness, draw in customers, and reach their desired viewers. Brands should always make the first move when it comes to engaging with users, they shouldn't become complacent and rely on the same old promotional techniques, this is a trial and error process in finding out what genuinely works for the company as it may not be the same as other brands.
I took a look at the reading festival to understand their strategy for marketing and how this has created a successful annual event for them. One thing that is consistent for them throughout websites and social media is their logo, they own a very distinct and unique brand with bright colours and bold faded type. It is recognizable automatically to anyone who knows about the festival and can be spotted almost immediately. A logo is a brands identity and one could argue, the most crucial element of a brand, as it is what people associate with the event and it is what initially represents the festival. I think the colours are fun and simplistic and it doesn't feel like there is too much going on. The reason their website is so simple and does not have alot of information is because Reading Festival is so popular in the UK and majority of young people already know what it is, alot of their fans find out about it through friends and family which makes the festival feel more local and closer to home. Their logo has been made larger and smaller depending on the platform, on the website it was scaled so large that it took up half of the page, and on instagram it was simply the profile picture, this makes it easier for people to find their page as soon as they type in the name.
Reading Festival use what is called a multi-channeling marketing strategy, this is where they use multiple devices such as mobile platforms, web pages, billboards, posters and social media. In my opinion it is important to keep consistent when it comes to tone of voice, brand identity, colour palettes and type faces. Reading festival have managed to do this extremely successfully accross their platforms and channels.
