One of many main neighborhood advertising means is festivals, whether or not it’s cultural, historic or spiritual or some other kind of festivals. As a advertising software it may be a profitable one or a failed so what makes a great pageant and what makes it a failure?.
A Pageant is an occasion, normally and ordinarily staged by a area people, which facilities on and celebrates some distinctive facet of that neighborhood and the Pageant (Wikipedia definition). Festivals are made for principally two functions:
- One is meet a particular want, that is both to serve God or plain advertising
- Present leisure for most of the people
The success or a failure of a pageant has three bases that assemble the pageant success triangle concept.
The Pageant success triangle concept outlines three main layers of any pageant, and the failure of any layer outcomes robotically into the failure of the pageant identical just like the collapse of any constructing.
The speculation layers:
Layer one, the mixed efforts behind it.
Layer two, the content material.
Layer three, propaganda.
And every layer is as vital as the opposite one.
1- The Efforts behind any pageant
This layer comes within the stage of the planning. On this layer we establish the efforts behind the scene, and to weigh the dimensions of the efforts whether or not it was sufficient or not, all goes again to the dimensions of the pageant and its objective.
Any pageant has a purpose and objective, advertising, musical, meals, movie, cultural, historic….and many others, the listing goes on, and primarily based on the aim we establish the dimensions of effort required. On a aspect observe, all festivals regardless of the objective are advertising festivals in its core.
As an example Cannes Movie Pageant, this can be a movie pageant with a objective of showcasing European movies, taking a look at its historical past from 1930s till date, the pageant has grown globally and the pageant have seen plenty of modifications alongside its years and assist from the French authorities and the French neighborhood that made it one of many main movie festivals worldwide. Once more this was a results of a CONSISTENT effort behind it by the Authorities for and the assist from personal entities as effectively. If we examine this Movie pageant to the Oscars, the Oscars is grand, more cash goes into preparation than what goes on in Cannes, backed with the American movie business that has the cash and crowed. Cannes, but though it’s a totally different degree of movie pageant and it’s not as a lot backed with such a serious price range films just like the USA, it has succeeded into being face to face within the success, it’s all in regards to the effort.
If we go Native, United Arab Emirates, Dubai has created 2 main festivals, the Dubai Buying Pageant, Dubai Summer time Surprises and taking a look at start years of those festivals, we’ll see that the federal government efforts behind it had been large, that every authorities division had a hand and participation in every pageant and a planning physique was created to be in management directing these mixed efforts. They’ve created two awaited occasions, profitable occasions. As effectively they managed to create a personality for one of many festivals, MODHESH which grew to become as well-known as Micky Mouse on this area. They had been on the proper tracks. Abu Dhabi, has its share of profitable occasions as effectively due to being backed by the federal government equivalent to Ramadan Pageant, the movie pageant and the brand new arrival the summer season pageant which is being backed with an enormous price range.
Numerous governments within the gulf have its personal festivals however none had the identical success just like the Dubai and Abu Dhabi Festivals, the efforts behind it had been institutional measurement not governmental measurement.
No matter profitable a pageant is, as soon as it loses the efforts behind it, or the efforts reduces, it loses one vital basis that domes it to its Demise.
Nothing is named “it would stand by itself”
2-The content material
The second layer in a pageant is the content material, which is admittedly decided by the pageant objective.
Content material of a pageant means the leisure, the workshops, the features…all and every little thing that may occur within the pageant, all that a customer can see or take part in.
As a lot because the content material is determined by the pageant objective, it’s but a controlling issue of the success of the pageant; you may need the proper objective however the incorrect content material. Think about a buying pageant with no reductions!! Or music pageant with musicians whom are actually unhealthy of their acts!!.
Let’s take a look at the ROSE Parade in USA, a pageant began 1890 and it’s nearly flower parades and bands, if it was simply that, the pageant would have died a very long time in the past and wouldn’t stay to be over a century outdated with nice success. An occasion which have grown from about 2000 life viewers to greater than 700,000 attendances.
Such a pageant, its content material is about parades solely!, However the catch is, annually they create a theme and annually they’ve extra individuals, authorities and privet sector and every tries to create a float that’s distinctive and higher than anybody different participant, you will notice a float for NASA and a float for Starbucks café, and all are competing for one of the best design. They’ve manipulated the restrictions making a extra energetic occasion.
To be able to maintain a pageant that has the identical topic annually it’s essential to be sensible sufficient to create a content material that’s totally different than the 12 months earlier than and maintain the crowed on coming.
That is extra like several enterprise on this planet, a pageant is sort of a store and the attendees are the guests to the store. So whenever you lose content material and turn into unusual your store customer’s rely will drop? What’s your edge, BE DIFFERENT OR BE DEAD.
It’s all within the hand of the administration physique of the pageant, regardless of the objective, a pageant is a celebration of life, and life is about change and journey……..calculated journey after all. If we weren’t totally different we might be strolling within the streets carrying identical fabric, identical smile, identical constructing. Content material must be totally different, enticing and alive.
You don’t exist till somebody is aware of you. Your smiles, your gestures, your method of talking…and many others all are your advertising means. In case you are a wise individual however you retain all of your work to your self, for the general public, you’re no physique even if you happen to had been Einstein. As effectively if you’ll be able to talk completely however your crowed is just not appropriate, you continue to a no physique, Einstein would have been a no one if he was as sensible however dwelling in a tribe in a god forsaken place.
A pageant is not any pageant with out a crowed. A meals pageant that has all forms of meals and its advertising simply targets vegetarians, or a buying pageant that targets the poor may switch right into a riot.
The propaganda is about utilizing all doable appropriate advertising media to market your occasion and having the proper assist from pageant content material and efforts behind it makes it successful. Historical past of a pageant makes a significant factor within the success however doesn’t enable you at any imply to cut back the price range you allocate for advertising. In these days flashy stuff are in every single place which makes it straightforward to divert the eye of the crowed to overlook about historical past. Historical past is historical past.
The above layers is determined by one another’s and overlaps and the failure in any layer will robotically fails the entire technique of the pageant, whether or not this failure can be rapid or sluggish.
We have to keep in mind that:
- Extra crowed doesn’t imply extra success, if content material is unhealthy, it’s simply extra failure.
- It’s straightforward to be primary however it’s exhausting to remain so.
- Confidence is sweet however over confidence all the time sinks the ship.
The layers acknowledged above represent the triangle of success. If you happen to have a look at any pageant by way of that triangle and measure every layer, you’ll know a falling pageant from a profitable one.