Live Events Review

What is more important than being in a classroom, solely learning about the artist and product management concepts, is going ‘outdoors’ and experiencing the ‘real world’. To be a part of the audience in a live event, not thinking like a normal customer anymore, yet noticing elements behind the event planning, is now part of my life as a business professional, and as a result, I has furthered my passion of developing a career in the entertainment industry.

The first event at which I had the opportunity to attend this month was a Timucua Concert. I have never attended this event before and I immediately fell in love with the concept. The experience is all about enjoying a concert as if you were in your own living room. They offered wine and food to all of the guests. The venue was small as well, and it was that which created a more intimate relationship between the artist who performed and the audience. The artist that I saw onstage was Ricardo Filipo, who played various Brazilian songs on his classical guitar. In spite of the fact that his singer could not attend the event, he created an experience that developed into a special connection between himself and the audience. Being from Colombia, the sounds were very similar to some music genres of my country. Consequently, I felt as if though was back home with my family. The audience was also excited and you could feel the art within the atmosphere.

On the other hand, recently, I went to a Brazilian Carnival at Firestone - one of the most popular clubs in Orlando. This event was on August 14. During this event, however the audience was completely different - most of them, young people whom like electronic music. The main act was a famous DJ, named F Tampa, starting his concert at 1 am. When he came onstage, the crowd was screamed and began dancing. Although I am not a big fan of electronic music, the energy that the DJ transmitted through his music was amazing. Adding to this experience, one cane view all around the event, dancers and performers related to the Brazilian culture.

Nevertheless, in order to improve the Timucua experience I would make some changes with regards to the operation of the event. After the concert would start, I will close the doors. This way, no one would be able to go outside for more wine and food; mainly because in some parts of the show it turns into a distraction for the audience when the door opens and closes all of the time. In addition, I would invest more in their web page to make it more attractive and interactive. For this type of business it is good to receive feedback from the audience, so I will also create this space or app, which could receive, track and post the feedback - it could be similar to a blog. The investment for the web-page redesign will be around $1,000 - $2000 dollars. With the target market being more adult, I would make an email marketing campaign that would send the calendar of events and the concerts to all recipients. This will cost $1,000 dollars. The overall benefits will come with the highest brand recall.

Lastly, in terms of the Brazilian Carnival, organized by Braslive Entertainment, there were mistakes in the marketing strategy, maybe because this was the first event of the company. For instance, I had done a more aggressive campaign of marketing directly with flyers, as there were not any plans behind the best schedules and the best places to capture the target market that would mainly have been young Brazilian people. The Premium Outlets in Orlando, however, were a good place for this form of marketing strategy because there was a big Brazilian community present, although the models that handed out the flyers, only went there once. On the other hand, the social media strategy was good despite the short promotion time for the events. However, the web page was not ready at the moment of the event.  Yet, with a new development of the web page that will cost around $ 3,500 dollars, for next events, and while the brand will need to keep working on its social media strategy as the target is very young, I see great things in the future for Braslive Events. The attendance at their first event was lower than expected, but anyone could tell that the people who attended the event enjoyed the experience.

All in all, each of the live events are a source of knowledge about the customer’s preferences, and so it is important for these companies to create a team that always has an eye in the market and can bring new ideas that will keep improving the experience for future audiences to come.