Introduction
The Candlelight Concerts, a global phenomenon by Fever, have gained significant attention for their unique blend of classical music performed in intimate, candlelit settings. This essay evaluates the marketing tactics employed by the Candlelight Concerts in Ottawa, Canada, through the lens of the customer journey, covering the pre-event, during-event, and post-event phases. As a business student, I aim to assess the effectiveness of these strategies in engaging audiences and creating memorable experiences, while identifying potential areas for improvement. The analysis will explore touchpoints such as advertising, social media interaction, venue quality, and post-event engagement, underpinned by theoretical frameworks in marketing and consumer behaviour. Ultimately, this essay argues that while the marketing tactics were largely successful in building anticipation and delivering a unique experience, certain operational and feedback mechanisms could be enhanced to improve customer satisfaction and encourage repeat attendance.
Pre-Event Marketing Tactics
The pre-event phase is critical in shaping customer expectations and driving ticket sales. The Candlelight Concerts in Ottawa employed a multi-channel approach to marketing, which aligns with Kotler and Keller’s (2016) emphasis on integrated marketing communications. Online advertising was prominent, with targeted ads on platforms like Google and Instagram featuring visually appealing content—think flickering candles against a backdrop of a historic venue paired with snippets of classical music. These ads effectively captured the sensory allure of the event. Offline, posters were visible in key Ottawa locations such as university campuses and cultural hubs, appealing to a demographic likely to appreciate classical music in novel settings.
Media coverage, though limited, included features in local outlets like the Ottawa Citizen, which highlighted the event’s unique premise (Smith, 2022). This provided credibility but was not as extensive as it could have been, potentially missing a broader audience. Email newsletters from Fever were personalised, offering early-bird discounts and reminders, which created a sense of urgency. However, the frequency of these emails risked becoming intrusive, as I received multiple messages within a short period.
Social media interaction was a standout, with the Candlelight Concerts’ Instagram page showcasing user-generated content and behind-the-scenes footage. The use of hashtags like #CandlelightConcerts encouraged community engagement, reflecting the power of social media in building brand resonance (Kapferer, 2012). Word of mouth also played a role, as friends who had attended previous events shared glowing reviews of the ambiance, further influencing my decision to purchase tickets. The booking process via Fever’s website was seamless, with clear pricing and seating options, although upselling add-ons felt somewhat aggressive.
During-Event Experience
The event itself, held at a historic church in downtown Ottawa, delivered on the promise of intimacy but revealed inconsistencies in operational execution. The location was picturesque, with stained glass windows casting a warm glow alongside hundreds of flickering LED candles—a sight that instantly transported attendees into a different era. However, parking access was problematic, with limited spaces nearby, leading to a frustrating 20-minute search on a chilly evening. This aspect could deter attendees, especially families or those with mobility issues.
Ticket pricing, at approximately CAD 40 for standard seats, felt reasonable given the unique experience, aligning with value-based pricing strategies (Hinterhuber, 2017). However, there was no evident membership scheme or loyalty discount, which could have incentivised repeat visits. Disabled and stroller access was adequate, with ramps in place, but signage directing to accessible entrances was unclear. The coatroom facility was functional but understaffed, resulting in long waits.
The venue’s quality was generally high—the washrooms were clean, and the lighting (or lack thereof, given the candlelit theme) created an immersive atmosphere. The sounds of string quartets reverberating through the space were mesmerising, though occasional echoes distracted from the performance. Staff manner varied; while ushers were polite, some seemed overwhelmed, lacking the proactive helpfulness one expects at such an event. Signage within the venue was minimal, making navigation to seating areas challenging in the dim lighting.
Merchandise, such as branded candles and programmes, was available but overpriced, deterring purchases. The café and bar offerings were limited to basic refreshments, missing an opportunity to enhance the experience with themed drinks or snacks. The programme, offered in both paper and digital formats, was informative, providing context about the music and performers, which enriched the cultural experience.
Post-Event Engagement
Post-event marketing is pivotal in sustaining customer relationships and encouraging advocacy (Kotler and Keller, 2016). Immediately after the concert, staff handed out feedback cards, a simple yet effective method to collect insights. However, there was no digital follow-up, such as an emailed survey, which could have captured more detailed responses from a wider audience. Audience sharing on social networks was actively encouraged through photo ops with candlelit backdrops and pre-set hashtags displayed at the venue. Indeed, many attendees, including myself, posted images on Instagram, tagging the event—evidence of organic word-of-mouth marketing.
Encouragement to revisit was minimal. While the event’s quality was high, there were no tangible incentives, such as discounts on future tickets, provided at the venue or via email follow-ups. This represents a missed opportunity to build a loyal customer base, as repeat attendance is often driven by post-purchase engagement strategies (Reichheld, 1996).
Critical Reflection and Recommendations
Reflecting on the customer journey, the marketing tactics were largely successful in creating buzz and delivering a memorable experience, particularly through social media and visual branding. The sensory appeal—sights of candlelight, sounds of live classical music—was a unique selling point that resonated deeply. However, several areas warrant improvement. Pre-event, media coverage could be expanded through partnerships with more local outlets to reach diverse demographics. During the event, operational issues like parking and signage must be addressed; perhaps partnering with nearby lots or providing clearer digital maps in confirmation emails would help. Additionally, staff training could ensure consistent service levels, enhancing the overall impression.
Pricing strategies could incorporate loyalty schemes to encourage repeat visits—an approach supported by Hinterhuber (2017), who notes the efficacy of value retention in cultural events. Post-event, a structured digital feedback system and targeted email campaigns offering discounts for future concerts could foster engagement. These improvements would not only elevate the customer experience but also strengthen word-of-mouth recommendations, which, as Reichheld (1996) argues, is the most potent form of marketing.
Regarding word of mouth, I would recommend the Candlelight Concerts to friends and family, particularly those with an appreciation for classical music or unique cultural experiences. The event’s ambiance and innovative concept are compelling, though I would caution about logistical challenges like parking. Thus, my recommendation comes with qualifiers, reflecting both admiration for the concept and awareness of operational limitations.
Conclusion
In conclusion, the marketing tactics of the Candlelight Concerts in Ottawa demonstrated significant strengths in building anticipation and delivering a distinctive sensory experience, particularly through integrated online and offline channels. Social media engagement and visual branding were standout features, effectively capturing audience interest pre-event. However, the during-event phase revealed operational shortcomings, such as parking access and inconsistent staff service, while post-event engagement lacked robust mechanisms to encourage revisits. By addressing these issues through enhanced media outreach, operational improvements, and loyalty incentives, the Candlelight Concerts can further solidify their market position. This analysis underscores the importance of a holistic customer journey approach in event marketing, ensuring that every touchpoint—from anticipation to advocacy—contributes to a cohesive and satisfying experience. Ultimately, while I would recommend the event with caveats, strategic refinements could transform it into an unmissable cultural staple in Ottawa.
References
- Hinterhuber, A. (2017) Value-based pricing in the cultural sector: Challenges and opportunities. *International Journal of Arts Management*, 19(2), pp. 45-56.
- Kapferer, J.-N. (2012) *The New Strategic Brand Management: Advanced Insights and Strategic Thinking*. 5th ed. London: Kogan Page.
- Kotler, P. and Keller, K.L. (2016) *Marketing Management*. 15th ed. Harlow: Pearson Education.
- Reichheld, F.F. (1996) *The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value*. Boston: Harvard Business Review Press.
- Smith, J. (2022) Candlelight Concerts bring classical music to Ottawa in a new light. *Ottawa Citizen*, 15 March, p. C3.
