Momentum Marketing Creative Services was appointed to conduct a market research project on behalf of Leitrim Tourism in respect of the ‘Leitrim Roots Festival’. The importance of this research to Leitrim Tourism was significant in that it had to expose the viability for continuing to run the festival past its existing 2 year cycle.
This research had an extensive brief encompassing both qualitative and quantitative analysis and included the following aims and objectives:
Examine the extent to which the festival has achieved its aims and objectives to date
Measure the value of the festival
Research other potential target markets for the festival
Establish links with Leitrim People and organisations overseas
Develop a database of further contacts for the festival, encouraging interested groups and expanding a robust database of interested participants for future festivals. This database included key national and international marketing associations
Highlight learning, access strengths and weaknesses by consulting with a select number of the committee members and those actively involved in leading managing or organising previous festival activities. To ensure conclusive and comprehensive research findings.
Determine the best methods of marketing the festival to include marketing activities, niche marketing approaches and identification of tour operators in specific areas
Establish the necessary contacts to achieve the new marketing methods
The finished product encompassed extensive analysis and exposed a rich set of findings for fine tuning the marketing of future festivals. In line with these findings was a set of proposed recommendations in the form of measurable and achievable objectives that could be rolled out over an 18 month timeframe to adequately prepare for the next Leitrim Roots Festival. This research project was also submitted to Failte Ireland as the basis for securing future festival funding.
The finished product encompassed extensive analysis and exposed a rich set of findings for fine tuning the marketing of future festivals. In line with these findings was a set of proposed recommendations in the form of measurable and achievable objectives that could be rolled out over an 18 month timeframe to adequately prepare for the next Leitrim Roots Festival. This research project was also submitted to Failte Ireland as the basis for securing future festival funding.