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 If you have been following my Blog, my last 2 posts have been about the Cultural and Marketing research of ''Afrika Burn''. I analysed their policies when it comes to using event content from promotion and what is and isn't allowed to be used as marketing strategies towards the event.  In this post, I will be writing about their Social Media Strategies and how they promote the event themselves, without interfering with their cultural beliefs and views.  According to a statistic, published in  Dream Glow.com  , made in February of 2018, Facebook is the most used Social Media platform. Facebook is no longer just an app through which people can connect with each other and create friendships, It is now a major Marketing tool used by the majority of people, involved in the event industry. Social Media usage ''Dream Glow'' website (2018) When it comes to ''Afrika Burn'', despite their policies of preventing '' commerci...

Afrika Burn, ''Everfest'' Magazine 2014  As stated in the website of the event, ''Afrika Burn'' is not a public event. It is held on private property and there is a strict limit of visitors who will gain access to the event. So when it comes to photographers, journalists, media presenters, etc. is it vital for these personas to have signed an agreement with the organisers and land owners for permission to take photos and/or videos on the event premises.  During the festival, people dress whoever they please, which means that some may even avoid wearing any clothes, so photographers must be very cautious of who and how they take pictures and how they present the event in the media. Same goes to photographic art pieces of visitors and performers. During the event there will be access to a Media Centre where people can ask for information of the artist so that they can be given credit if any of their works is published. Promotional Footage   Accordi...

                                  Afrika Burn 2018  ''Afrika Burn'', also known as the African version of  ''Burning Man'' is an African cultural festival, organised every year. This year the event will be between the 23rd and 29th of April. More about the history and background of the event, you can find on my 1st post where in introduce both event.  In the Google Maps Image, you can see that it looks as if its in the middle of nowhere, but every year the fires and music light up the fields. The send away the sunset with traditional dances and welcome the sunrise the next day.  What is quite interesting about this event, owned by a Non-Proft organisation is that the event organisers and marketing managers avoid using traditional Marketing Strategies. ''Nothing is for sale but ice at the event. Nothing. There are no vendors, no advertising or branding. It just doesn’t fit in...

Promoter: S omeone who puts out the product to the public. Sponsor:   a company or person that extends the products demographic Reebok Nurmagomedov hoodie, Google Images (2018)  I think that everybody involved with UFC either as a fighter, a journalist or a fan is aware that the biggest Sponsor and Promoter of UFC's every single event is Reebok. The company supplies all fighters with gear such as trainers, shorts, shirts, etc. In 2015, UFC signed a deal with Reebok for athlete gear, which eventually ended the free sponsorship market within the UFC. Despite the contracts and deals between the two companies, changes have been made in regards of paying fighters. Last year (2017), a new structure was introduced which contained the following rules: Fighters with three or less fights in the UFC will receive a Reebok sponsorship of $3,500 per fight. Fighters with 4+ fights will earn $5,000.  Another UFC promoter is Dana White himself. If you loo...

                            Social Media Marketing  Social Media marketing uses a variety of platforms to promote a certain event. In the case of the UFC fight, we can analyse the social media platforms of the company, of Dana White and the fighters. Through that, we can estimate how many viewers they have and how big is the impact of the social media on event promotion.   The immense success of UFC's Social Media Marketing Tools, has helped expand the further in other countries such as Brazil, Japan, Australia, etc.  You can see in the previous post in regards of ''Traditional Marketing'', a few screenshots of press conferences. They were retrieved from UFC's YouTube channel, which shows the marketing combinations used. Due to many people not being able to travel abroad for every event, the YouTube channel makes sure to keep the fan base and the reporters/journalists updated with the ev...

Marketing Research Definition of Marketing:  The action or business of promoting and selling products or services, including market research and advertising. Event Marketing Planning:  When planning an event, the organisers must have a clear structure of how plan it and which steps they are required to take in order to execute it successfully. One of the main Marketing tools, used in the event industry is the ''Marketing Mix'' by Booms and Bitner (1986): Even though the Marketing Mix was conducted in the 80's. it is still relevant nowadays and is considered the base of event event planning process In regards of the UFC fight between Ferguson and Nurmagomedov, we can begin the target audience analysis and work our way deeper into the marketing process and tools. What is Target Audience? It is a group of people who are most likely to attend the event. The segmentation of the audience consists of the following characteristics:  ...

Who am I and What is my objective? UFC octagon; Google Images 2018 As a 1st year Events and Festival Management Student, I have been assigned to create a blog in which i analyse two events from different industries and the marketing tools, used to promote them.  I have chosen a sport event in Las Vegas USA and a cultural festival located in South Africa. The reason why i chose the UFC fight between Ferguson and Nurmagovedov is due to my recent interest in the MMA industry. I found myself watching more and more often different fights and began to pay attention on the advertisement procedures the organisers use to promote the event, as well as the logos and banners of numerous sponsors, placed at the octagon where the fighters face each other. Afrika Burn 2017 As for the second event, I wanted to challenge myself and explore a more different event than the ones we often see on the media. Something that represents the culture and history of a nation. A festival which c...