productivity & digital media
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Productivity & Digital Media Applied to a music festival in The Netherlands
Yvonne Klerks & Klaus HovenAcademy for Leisure
Overview
• Introduction Yvonne Klerks & Klaus Hoven• Discover NHTV Breda• Case: A Campingflight to LowLands
Paradise• Productivity at festival events• Digital media experiences• Questions & Discussion
IntroductionYvonne Klerks
• Lecturer Financial Management• 32 years• MSc in Business Administration• Employed since 2005• Specialisation Leisure Project Management• Research on productivity in the leisure
industry
klerks.y@nhtv.nl
IntroductionKlaus Hoven
• Lecturer Digital Communication• 38 years• MA in Development Studies• Employed since 2007• Specialisation Leisure Project Management• E-learning manager
hoven.k@nhtv.nl
klaushoven www.twitter.com/klaushoven
Discover NHTV Breda
• Independent higher educational institute• 5 academies: • Games & Media, Hotel & Facility, Tourism,
Urban design, Logistics & Mobility, Leisure• 11 HBO Bachelor programs
Academic bachelor Leisure Sciences Special programs ‘Duaal leren’
• Field of expertise: Imagineering & Cross Cultural Understanding
• 6.500 students , 600 employees• Website: www.nhtv.nl
LowlandsFacts and figures
• 3 day outdoor summer festival• Focus on alternative music• Music, stand-up comedy, film, visual arts,
literature and (street) theatre• Township with 55.000 inhabitants • Comfortable festival; bars and restaurants,
campsite with shower and ‘real’ toilets, supermarkets, daily newspaper, laundry etc. etc.
• Mojo Concerts & Loc7000
LowlandsFacts and figures
• Numerous partnerships• i.e. Coca Cola, Oxfam Novib, Greenpeace,
Amnesty International, Grolsch, Wrangler,Dutch radio & tv stations (3FM, VPRO)
Case Lowlandshttp://www.youtube.com/watch?v=G-qsotytML0
Case Lowlands
Arctic Monkeys
Snoop Dogg
The Prodigy
Kaiser Chiefs
Lily Allen
LowlandsEnormous festival, enormous organization
LowlandsProductivity
• How to get and keep the festival profitable?
LowlandsProductivity
• What is productivity?
• How to get productivity as high as possible?
LowlandsProductivity
• What is productivity?
• How to get productivity as high as possible?
LowlandsProductivity
• What is productivity?
Output / Input
Input = employees and investments you put in acompanyOutput = what do you get out of your input. E.g turnover and number of customers
19
• Output / Input
• Productivity: always compare one thing to the other
For example• Turnover / # employees• # customers / # m2
Productivity
20
OUTPUT INPUT
Productivity
LowlandsProductivity
Spending of customers
LowlandsProductivity
LowlandsProductivity
LowlandsProductivity
Podpads
LowlandsProductivity
LowlandsProductivity
LowlandsProductivity
Not only on the festival itself!
Preparty of the Festival!
February 2010
Number of customers
LowlandsProductivity
LowlandsProductivity
- Online ticket sales- Social communities- Creating an atmosphere very
enjoyable for groups- Create a comfortable festival
LowlandsProductivity
Costs of employees
LowlandsProductivity
Costs of employees
2,700 staff members
e.g. self service for visitorsVolunteers is the magic word!
LowlandsProductivity
Costs of materials
LowlandsProductivity
• Recycling/going green• Energy provider/partnerships• Outsourcing e.g. catering &
cleaning
LowlandsProductivity
Conclusion:
Focus on • Spending of customers• Number of customers• Costs of employees• Costs of materials
Leads to a higher Output / Input
Which means a higher productivity!
LowlandsProductivity
A different topic which plays an important role for
a festival like Lowlands and which contributes
indirectly to productivity is creating communities
and customer satisfaction:
The use of Digital Media!
Digital Media & LowlandsIt’s all about socialising, sharing, creation & communication
Where are we coming from?
Hommo Zappiens (W. Veen)2006
Internet use in The Netherlands
Trendbox / STIRMarco Derksen (www.upstream.nl)
Digital Economy 2009The Netherlands
Digital Economy 2009The Netherlands
Dutch people have with 6,3 hours of leisure time on an weekly day more time for themselves than the average world citizen (5,8 hour of leisure time). One fifth (19%) of this time is spent on the internet!
Functional webbrowsing:
- Searching information, comparing products (64%)- Social networking (60%)- Online payments (81%)- Market places (26%)- Online advertising (20%)
Internet use & leisure time
Digital Economy 2009The Netherlands
Internet penetration in the Netherlands is high and the consumer can be reached well online. Through broadband access and mobile internet the use and user experience is increasing.
New online user experiences emerge:From e-marketing to m-marketing & augmented reality
Conclusion
• Mojo Concerts launched a festival site• From Pre and post phase - General information - Program and news - Online ticketing - Still 5,000+ visitors every month
• Towards Backstage, Stage, Frontstage - Broaden customer festival experiences - Invite them to participate - Build sustainable customer relation
Online presenceEvery festival has it’s website
Online communityStage & Frontstage
Online communitySocial media strategy
The reasons:
• Website as popular part of the marketing mix
• Yearly visitors on previous website (placeholder new dates, nothing to click, visitors still looking for information)
• Fansites are coming up: fora with sharing pictures and videos
• Requests for Lowlands get together and after parties
• Desire to control the common touch / feeling with the festival
• Create enthousiasm, enhance experience and share energy
• Create a niche social network > LowLands as a theme for festival visitors
Online communityStage & Frontstage
Online communitySocial media strategy
Used new media:
• 5-weekly podcasts
• Google Map Mashup (where are my LowLife friends)
• My LowLife Friends
• Share photos and videos > sponsored by Grolsch
• Comment on news
• My favorites (bands in the program)
Lowlands is a brand with a community in which experiences our shared with friends.
Friends who visit Lowlands are the most important reason to buy tickets. Friends are ambassadors for the festival!
Online communityStage & Frontstage
Go mobile!Mobile marketing strategy
• Mobile payment• Track & Trace - RFID - Near field communication
• Bluetooth & SMS marketing• Mediascapes and GPS games• Augmented reality (i.e. Layar, Yelps)
Sundance FestivalIntegrated partnership strategies
Questions & Discussion
Thanks for your attention!
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