flow festival - Aalto University Wiki

AUDIENCE MANAGEMENT
STRATEGY
FLOW FESTIVAL
23E62000 Arts in Consumer Culture
Elina Blomqvist, Emilia Aikio, Hanna Laine, Milla Louhelainen & Ulla Pellinen
(PHOTOSHOW + MUSIC)
ABOUT FLOW FESTIVAL
• Art and music festival
• The father of the festival was Nuspirit Helsinki
• Festival for themselves
ABOUT FLOW FESTIVAL
• The first Flow festival on August 20th - 21st 2004 at Makasiinit in Helsinki
• In 2006 the festival was arranged in courtyard of Kuudes Linja, Hakaniemi
• 10th Flow Festival will be arranged 7.-11.8.2013 in the present venue
place in Suvilahti
FLOW IS MORE
"Flow is both mental and physical state of being, where
feeling flows collectively through music into larger entity.“
• music
• arts & visuality
• fashion
• culinary experience
• people
people
music
(PHOTOSHOW + MUSIC)
FLOW IS MORE
fashion
arts & visuality
culinary experience
MUSIC
“FLOW HAS FILLED A MUSICAL VOID.” (JORI HULKKONEN, DJ)
• strong and varied selection of up and coming and established
artists
• it could be everything from indie-rock to soul and jazz, hiphop
and r'n'b
• it’s from folk to contemporary club sound from the Finland and
abroad
• music is the big thing but not the only one
Some artists (in 2012):
Bon Iver (US)
AraabMuzik (US)
Yann Tiersen (FRA)
Orchestra of Spheres (NZ)
Karri Koira (FI)
Lineup for 2013 (couple of examples):
The Knife (SWE)
Nick Cave and the Bad Seeds (AU)
Solange (US)
Mykki Blanco (US)
ARTS & VISUALITY
"WE ALWAYS TRY TO CREATE NEW EXPERIENCES, BUILDING ON
EXISTING VISUAL ELEMENTS." (JAANA SARASTE, SET DRESSER)
•
Ambitiously and generously decorated festival area; the festival wants to
surprise its visitors every year
• Visual identity of 2013 by Creative Agency TSTO:
“Question, doubt, revelation; like an answer to a riddle of some mysterious
sphinx – emotion, Emotion! Like a dream carved in stone, a lover’s sweet
embrace, a heart that’s pounding, from the wuthering heights to the depths of
the Mariana Trench, a swinging spirit roars. From Malattia dei sentimenti to
Ultima Dulce, the visual identity of Flow Festival 2013 takes it’s inspiration from
the flickering of consciousness, it’s repressions and outbursts.”
•
Visual arts like graffitis and installations part of the festival
•
Lighting both during the gigs and round the area carefully planned
•
Movies and documents
FASHION
"THE HELSINKI FASHION WEEK, I MEAN FLOW FESTIVAL"
(JOANNA, FASHION BLOGGER)
• People want to make an appearance
• Bloggers write about the clothes and style of the visitors
• Flow-hipsters / Flow-clothing crisis
• Consumer-to-consumer communication (Prahalad & Ramaswamy
2004a)
"When you're facing a massive social stenosis where
you run into an incredible amount of former, present
and future loves and friends, you want to look good."
(Roosa, Fashion blogger)
CULINARY EXPERIENCE
"FLOW IS MORE THAN A TOWN, IT'S HELSINKI.” (FRENCH FILMS)
• The organizers invite some of their favorite Helsinki
restaurants to join the crew
• The aim is to have a variety of quality festival cuisine
• In previous years, the festival restaurants have included
e.g. Groteski, Sis. Deli, Juuri, Fredan Tori, Ben&Jerry’s, and
Tamarin
PEOPLE
"I THINK THE AUDIENCE INSPIRITS ITSELF“
(TONI RANTANEN, ARTISTIC DIRECTOR)
• The people make the festival into what it is.
• Key ingredients are collectivity and interaction.
• Organizers create the setting - customers create the
atmosphere: “win-win”
• Key stakeholders
• Organizers
• Partners and supporters
• Audience
MAIN REASONS TO VISIT FLOW
(1) Flow festival as a whole
(2) Good overall atmosphere
(3) Central location
(4) Certain artist / artists
(5) Social factors; friends
(6) Tradition (Hulkkonen 2012.)
CUSTOMER GROUPS
Group
Festival's offering
Festival Consumers
A festival that lives up to consumers' expectations.
Experience Seekers
A unique atmosphere and a festival that surprises every
year.
Townspeople
An urban festival at a central and reachable location.
Music Connoisseurs
Artists people want to see and also artists they don't
know about yet.
Socials
A social event which supports the aspect of hanging out
on a festival instead of just listening to the music.
Regulars
An evolving festival that offers something new every year,
but also stays true to the original idea of Flow. An event
that engages the regulars in the process of co-creation.
AUDIENCE MANAGEMENT
• Keyword: effective communication
• Dialogue with the audience
• Personalized interaction
• Social media has a crucial role in the
interaction
• The audience also expects to be listened to
• Other communication channels
• Website, Flow Magazine
AUDIENCE MANAGEMENT: CHALLENGES
• How to profit from the expertise of "regulars"
• How to engage customers to the communication democratically
• How to inform the audience on all offerings
• How to avoid out-growing its limits
• How to continue creating novel experiences each year
 Solution: Co-creation of experiences ? (Prahalad & Ramaswamy
2004a, 2004b)
AUDIENCE MANAGEMENT: SUGGESTIONS FOR
IMPROVEMENTS
•
"Experience is the brand. The brand is co-created and evolves with experiences.“
(Prahalad & Ramaswamy 2004b.)
– What's the main objective of the event?
– The customers should be given a proper way to influence
Dialogue
– Taking advantage of
What
various communication
Flow
channels; allocated
should do information to different
customer groups.
Getting all information
How the
needed. Dialogue
consumer makes the consumer
benefits
part of making of the
festival.
Transparency
Access
Risk / Benefit
–Transparent
pricing policy
– Information
on partners.
– Easily accessible
information.
– Simple tools with
which the customer
can be a part of
decision making
process.
– Implemented
dialogue, transparency
and access.
– Taking responsibility
as an organizer;
consumers need to be
heard, but as a service
provider the organizer
have the final word.
Consumer can
understand the
choices made.
Consumer feels that
she is respected and
an equal component
in the value making
process.
Consumers can judge
the event competently
and are more satisfied
with the event.
THANK YOU!
REFERENCES
•
Hulkkonen, Susanna (2012): Kävijöiden osallistaminen Flow Festivalin viestintään. Thesis,
Department of Cultural Production, Humak University of Applied Sciences.
•
Nokia Corporation (2011): "Flow Festival - The Documentary". Available at:
http://www.flowfestival.com/en/news/. Cited 8.2.2013.
•
Official Flow Festival 2013 website (8.2.2013). Available at: http://www.flowfestival.com/en/.
Cited 8.2.2013.
•
Official Flow Festival 2012 website. Available at: http://www.flowfestival.com/site2012/. Cited
8.2.2013.
•
Prahalad, C.K. and Ramaswamy, Venkat (2004a): Co-creating unique value with customers.
Strategy & Leadership, 32 (3), 4-9.
•
Prahalad, C.K. and Ramaswamy, Venkat (2004b): Co-creation Experiences: The Next Practice in
Value Creation. Journal of Interactive Marketing, 18 (3), 5-14.
•
Various blogs, f.ex:
•
•
Muuttolintuja syksyllä. Helsingin muotiviikko, tai siis flow festarit. Available at:
http://muuttolintujasyksylla.indiedays.com. 10.2.2013.
•
Mini-malen. Flow-vaatekriisi. Available at: http://www.lily.fi/juttu/flow-vaatekriisi.
10.2.2013.
Photos:
•
http://pinterest.com/flowfestival
•
http://www.flickr.com/photos/flowfestival