Hello, OptiMIST People!
Back at it again with KaMIST! Your weekly dose of insights into the latest marketing trends. This week, we're diving into the fascinating world of jazz and celebrating the biggest event FEB holds annually - JGTC!
JGTC is an annual musical festival that FEB has hosted since 1976, with the event hosting its 46th show back on the 12th of November. The event has managed to grow far greater compared to its inaugural show, with over 15,000 people from all around Indonesia coming to UI to enjoy a little bit of Jazz. The way FEB has been able to garner such attraction is through its highly effective marketing.
JGTC utilizes several marketing strategies that allow them to garner attention. First is their utilization of Above-the-line promotion. JGTC aims to get the word out regarding their festival efficiency. Therefore, JGTC prioritizes social media--- mainly Instagram, TikTok, and Line---to get thousands of people to acknowledge JGTC in a much cheaper and more efficient manner. This method is effective for JGTC as they also rely on word-of-mouth. JGTC in itself is already a well-known jazz music festival, with it being the biggest event UI holds annually. Therefore, with the crowds they intially attract, they rely on them to share with their friends and family to continue spreading the word regarding JGTC.
Secondly, JGTC invites some big names in the Indonesian music scene to come and perform at their festivals; names like Tulus, Maliq & D'Essentials, Glenn Fredly, Tompi, Raisa, and many others have performed at the festival. These musicians have large followings that help generate massive interest for JGTC when they announce that they are performing at the festival. Therefore, through Celebrity branding, JGTC not only has great musicians to come and play music for the festival, the artists bring massive audiences to the event so JGTC can generate great profits.
Not only does FEB bring Jazz to the campus, but they rack in massive profits too.
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