Let’s talk about Trainwreck Woodstock 99’ from a marketing point of view… Have you seen it? It is definitely a "must see" for everyone.
Those who are unfamiliar with marketing might say it was a"good marketing move".
I think there are a lot of things/people to blame for these sad and *completely tragic* events that NEVER should have happened… But marketing is not one of them.
THIS WAS NOT GOOD MARKETING. AT ALL.
“Good marketing” could have in fact SAVED the event! Why ?
Targeting: Targeting and understanding the target are super important. We must first understand the needs of our target, what MOTIVATES them to buy a certain product / service / event, their expectations, their habits, their culture, their values, their way of consuming and living, and so much more…
When trying to implement an existing product in a new target/marketing, be it another country or a different generation, WE CAN NEVER JUST COPY AND PASTE THE PRODUCT / MARKETING MIX . The organizers were, for the most part, from the generation that knew Woodstock 69' and tried to recreate exactly the same "product" by subtly bringing it up to date thanks to the artists present. Not only is this generation not the same, but society has evolved. The influence of the media is different, the music does not give off the same feelings, etc.
If they had understood the needs, motivations, values, cultures of these people for whom they were organizing this festival for, they could have planned things differently and avoided the worst.
Positioning and branding: Consistency is ooohhhh so important. What do you think of when I say Woodstock? A field of sunflowers, nature… peace and love… a sense of community, helpfulness and kindness… The feeling of freedom… It is certain that a festival-goer who has these expectations will be greatly disappointed in 1999.
Woodstock was a brand with amazing brand equity. Very strong positive psychological associations, brand loyalty, a sense of belonging, strong awareness, etc. What about after this event? After this documentary?
The price: If our eyes are fixed only on profit, we forget what is important for our target. The goal of the organizers was to make money and gave festival-goers no choice but to pay the price. It works ? Some “not very reliable” sources say that the festival was “profitable” in 1999… But that was the last time. Profits must be sustainable to declare the success of such a recurrent event. They haven't made a cent with the Woodstock brand since...
Customer experience: Users of a product, service or event experience emotions… Especially at a festival! Why do we pay hundreds of dollars to go to a music festival? For the emotions! The organizers did not care about the humans who were present at this festival. Their basic hygiene and hydration needs were not even met, the music promoted emotions of rage… 1+1=2
Positive emotions help make the experience enjoyable and a pleasurable experience will in turn yield long term profits if executed well.
… I would have so much more to say. I am completely stunned by this documentary and I dare to hope that today's generation will help us return to a society of peace and joy, security, caring and community like Woodstock 69'.
#GenZ : See you in the sunflower fields ?
In your opinion, is the “Woodstock” brand dead? Could she live again after such events and such a documentary?
Comentarios