Started with volunteering and became a rock festival. Branding by guerrilla marketing and the artistic way to create a music community.
- Developed and executed a comprehensive marketing strategy for Rocktopia, utilizing guerrilla marketing tactics, viral videos, targeted promotional materials, and QR code sign-ups for email marketing. Successfully generated buzz, attracted the target audience, and achieved high sign-up rates of 56%.
- Created a unique and compelling brand identity for Rocktopia, including logo design, posters, stickers, and a distinct Rocktopia T-shirt design. Effectively captured the attention and interest of the audience, resulting in increased brand recognition and audience engagement.
- Built and nurtured a strong community around the brand by fostering collaboration among bands, establishing a membership club, and creating personal connections between musicians and audience members. Successfully developed a professional community and enhanced the overall experience for attendees.
- Demonstrated strong project management skills by successfully organizing and producing multiple rock shows within limited budgets, effectively coordinating with team members, and overcoming challenges to deliver high-quality events.
- Achieved mind-blowing results through a combination of strategic marketing initiatives, community engagement, and creative promotions, resulting in increased attendance, audience sign-ups, and brand loyalty.
How it all began
When I was in high school I started volunteering with a good friend of mine Aviram.
We were volunteering in a teenagers club called “Yehuda and Israel” or as we used to call it “Yandi”.
The club had a beautiful stage and only teenagers were allowed in.
We started a team that take advantage of the stage and we collaborated we big musicians and bends to produce rock shows for teens and donated the income.
We did it for almost 2 years.
As time passed by and we grew older, Aviram and Shachar (who was a drummer of one of the bands that we worked with) suggested to me to do it again, this time alone and from scratch.
He came up with the idea to bring rock culture back to the mainstream by conducting a rock festival.
I was in love with the idea and we started.
We really started with almost no budget at all, the first show was just a move to prove that we can produce a show. We had a lot to figure out on the way to bring this idea to life. It was a great start but far from perfect although it was really good.
A brand emerges from the ground up
After with passed the first show and saw the potential we decided to split the responsibilities, mine was business development and marketing.
For some reason, we all fell in love this the idea of cool-punk-bunnies and knew that this is what is going to escort the brand, so I developed the branding accordingly.
On the way of producing the second show, people we collaborated with just fell in love with our idea and branding and were willing to give extra help because of it.
We made some videos that went viral and helped us spread the word around the target city.
In order to increase traction I created posters and stickers with QR codes that we put in relevant rock bars and it worked, new people discovered Rocktopia and came to the show.
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Developing communities around the brand with guerilla marketing
No mainstream can be mainstream if there are no communities talking about it.
So in order to start doing that we grouped and encourage bands we were working with to help other bands and collaborate, that way we created a professional community.
In order to thrive faster on the next events and bond the audience to the musicians I developed a strategy that relies on human behavior.
I created tags with Rocktopia branding and a QR code that sends the user to signup for “The Bunnies Club” and a giveaway of a Rocktopia T-shirt that I’ve designed.
The tags I gave to the bands’ members and sent them to get to know the people in the audience and sign them up for the giveaway.
The ideas that stud behind the strategy are those:
- Create a personal connection and relationships between the audience and the musicians.
- Encouraging people to signup by potentially getting free stuff.
- Collecting emails in order to develop email marketing.
- Starting a membership club.
- Open the door for selling branded merchandise.
- Tuning future lookalike audience.
The results were mindblowing, the only way to get into the bunnies club and the giveaway was the QR codes, and 56% of the audience that arrived at the shows signed up for it.
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