Executive Summary

Over the past four months it has been our task to understand the best way to market comedian Dave Landau. Our goal is for Dave to appeal to a college-aged audience, increase show attendance, and increase his social media interaction.

After reviewing Dave’s web presence and the impact social media has on his target audience, we believe that increasing social media interaction will be crucial in order to increase his brand awareness.

Other similar comedians utilize a combination of Twitter, Facebook, YouTube, and Vine. We believe Dave’s success is dependent on his ability to engage his audience through social media. An increase in social media following will increase his brand awareness. Our research found that increased brand awareness equates to a larger audience and more opportunities. Ultimately, Dave would appear on a late-night comedy show such as Chelsea Lately.

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Situation Analysis

Target Audience Primary target: College StudentsAge: 18-23Lifestyle: tech savvy, constant smartphone and computer users, tend to be multitaskersGender: 57% female, 43% maleHousehold (parents’) income levels: 47% less than 40k, 53% more than 40kEducation: 48% attend classes exclusively full-timeRace: 62% white, 14% black, 6% Hispanic, although race will depend on the location.

The discretionary spending habits of this group total $9.1 billion, though movies and games make up the biggest chunk.

College students respond most positively to social media integration and search engine advertising, and studies show they respond best to these types of mediums.

Socializing priorities of the target - who they want to spend time with:

The television viewing preferences of this group include dramas like Grey’s Anatomy and comedies like The Office.

The Comedic Industry Climate and TrendsGaining success and fame in the field of comedy is often thought of as a near impossible feat. There is currently a surplus of aspiring comedians, stand-up nights, and classes offering lessons on stand-up, which creates a lot of competition and noise in the industry. In the current comic climate, the supply of amateur comedians exceeds the demand.

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There is also the arising issue that there is less available paid work at established comedy clubs, because of the rise “arena comedy”, says comedy club owner Noel Faulker. The growing popularity of “arena comedy” is the idea that more and more comedians, who have had exposure on TV, such as popular comedian Daniel Tosh, are encouraged to do large tours across the country, which draw in large audiences and large profits. These tours affect consumers buying decisions, in that comedy fans often choose to pay a larger lump sum to see a known, recognizable comedian at a big show in an arena, rather than pay monthly or weekly to see some unknown comedian perform in a small club. This issue presents a challenge to newer comedians who are still working to establish a fan base, as they are competing against household names for the dollars of their audience. The current domination in the industry by a few main comedians, with their own television shows presents a large hurdle to stand-up comedians. So with the current atmosphere of more competition and less work available, it is important to study the techniques of successful comedians to portray how break through the clutter. Many established comedians cite “originality” and “storytelling” as key contributors to the success of comics. Also great comedians must study and know their audience, so they have to be “astute observers of human beings”(Valerio). Successful comedians also continuously introduce new material, keeping their acts fresh, as well as, they also need to develop their own perspective and style to stand out and position themselves in the minds of consumers. Finally, a successful comedian needs to brand him or herself and target themselves to a responsive audience, not every person will like the same type of humor. In such a subjective field, it is key to target to the right audience. Product, Dave LandauIn order to know where we can take Dave, we have analyzed where he has been and his current situation. Dave would like to use social media to brand himself for this target market, as it is an efficient way to reach out to them. He currently has a Facebook, Twitter, and YouTube page. The following are his current presence on these sites: Dave’s current social media: (as of 2/19) Facebook: set up as a personal page, not a fan page Twitter: 1,223 followers Dave’s YouTube channel has many broken links, and he has mentioned that although they are on his page, he does not have the rights to these videos. They belong to NBC or other shows that may have posted them; therefore it may be hard to fix these links.

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Dave’s website states that he has been on three popular comedy shows; NBC’s The Last Comic Standing, Comedy Central’s Live at Gotham, and The Bob & Tom Radio show. Each of these is analyzed below. NBC’s Last Comic Standing:Last Comic Standing is an American reality television talent show that has aired from 2003 through 2010. The goal of the program is to select a comedian from a group, who will receive a development contract with the NB network, and a television special first to air on the cable TV network Comedy Central and later on the cable network Bravo.

Format of The Last Comic Standing:In the early rounds of the competition, NBC talent scouts Ross Mark and Bob Read held open casting calls in various locations around the United States. At each casting call, Mark and Read identified comics to participate in callback auditions in front of live audiences. Mark and Read then selected a predetermined number of comics from each callback, who were invited to participate in a semifinal qualifying round.

The comics who advanced to the semifinal qualifying round were divided into two groups. In Season Four, 40 comics were divided into two groups of 20; these comics performed and competed against each other at the Alex Theater in Los Angeles. During the semifinal qualifying rounds, a panel of celebrity judges, and the show's producers, selected the comics who would move forward to the final qualifying round. This determined who among the comics would be "in the house."

When only five comics remained, the format changed again. All remaining comics performed for a large theatre audience as before, but now the decision-making power shifted from the studio audience to the television audience. Viewers cast their votes for their favorite comic by phoning a specific number, by voting online at the network's website, or both. Unlike some other "audience-vote reality" programs, the producers imposed a maximum number of eligible votes per originating phone number and email address. The comic who received the lowest number of votes each week was eliminated from the competition, until there was one "Last Comic Standing" (Wikipedia). Demographic of The Last Comic Standing:Season 7: the show didn’t well, hitting a new season low of a 1.5 rating in the 18-49 demographic with just 3.91 million viewers

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The Bob & Tom Show:The Bob & Tom Show is a syndicated US radio program established by Bob Kevoian and Tom Griswold at radio station WFBQ in Indianapolis, Indiana March 7, 1983, and syndicated nationally since January 6, 1995.

Owned by Clear Channel Communications media conglomerate, which owns 850 radio stations, the program enjoys extensive popularity. The program has frequently received recognition by the Association of Broadcasters as an exemplar in American radio. During the show, live or pre-recorded comic songs and skits are often played, including many from a huge library of archived pieces. There are frequent impromptu calls from numerous "characters" voiced by various members of the show's staff. The show airs from 6–10 A.M. EST and is aired from either 6–10 A.M. or 5–9 A.M. locally on affiliated stations. There is a segment that airs between 10:00 and 10:30 EST, only on home station WFBQ Bob and Tom would do a traveling show of their own, however those ended around 2003. They now organize and support the Bob & Tom Comedy All Stars Tour, which includes many of their frequent guests. Since January 31, 2011, The Bob & Tom Show has aired on the American Forces Radio Network as the morning show on AFN's Legacy Channel-The World's Classic Rock Station. The Bob & Tom Show repurposes their live morning show as an overnight show called Bob & Tom All Nighter. All Nighter airs 12–5 A.M. on a few terrestrial affiliated stations as well as SiriusXM Channel 165 (Wikipedia). Demographic of The Bob & Tom show Adults ages 25-54 (St. Louis Business Journal). CompetitorsComparing Dave to other comedians that perform at similar venues, such as one current venue in Minnesota. One comedian from the Minnesota club is Warren B. Hall. The two have the same ticket price and appear to appeal to the same crowd. Where the two comedians differ is in their fan interaction. Dave rarely interacts with his fan base and possible customers, whereas Warren interacts several times per day. Warren also has his own YouTube channel with over 26,000 video views, which would be a good idea for Dave to have so he can help control the content that appears when his name is searched and promote his comedy. Dave’s website has a good layout, especially in comparison to comparable comedians, but needs some changes. One of the first things I noticed was the speed of the site. It takes a very long time to load and the video takes a long time to buffer. People don’t

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want to sit and wait for videos to load, so they will leave the page without watching the video. Instead, he needs a video that will make it easy for those interested in him. In addition, the homepage of the site has a Facebook link, but does not have one for Twitter. Dave expressed that he wants to increase his Twitter following, so he should add a Twitter link. I mentioned earlier that the comparable comedian from the Minnesota club interacts with fans regularly, but if Dave doesn’t feel comfortable with too much interaction there are other options. Dane Cook has over one million Twitter followers and doesn’t heavily interact with fans. Instead, he regularly tweets jokes. Dave’s Facebook link works, but sends visitors to his personal page. Instead, he should create a fan page. His Twitter and this new fan page make it easy for him to connect with fans and potential customers. He needs to interact with his followers and fans to create a fan base. Other competitors that may serve as a threat to Dave are big name comedians such as Dave Chappelle, Daniel Tosh, and Aziz Ansari. In order stand out from these competitors, Dave must interact personally with his fan-base through social media. Due to the fact that Dave currently has a smaller fan-base, he can leverage that by interacting with them, something that the big name comedians do not have the ability to do on the same scale.

Venue Information Based on the information we received from Dave, he wants to appeal to a more college-aged audience. He also takes into account the racial background of the city he performs in when writing his material. I took a look at the cities he will be performing in between now and when he comes to Columbia to get a feel for how closely those markets match the target audience he is trying to reach. A few of those cities were very close matches, while some didn’t fit what he was looking for. Here is the full data. All information came from quickfacts.census.gov. Buffalo, NY: 50.4 % white38.6% African American 18.2 % of population between ages 20-2910% between ages 20-24 Toledo, Ohio: 64.8% white27.2% African American 16.5% of population between ages 20-29

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8.9% between 20-24 Bowling Green, Ohio 87.6% White6.4& African American 37.6% of population between ages 20-2930.5% between ages 20-24 Detroit, MI 10.6% White82.7% African American 13.7% of population between ages 20-297.6% between 20-24 Madison, WI78.9% White7.3% African American 26.1% of population between 20-2915.0% between 20-24 Denver, CO 68.9% White10.2& African American 18.9& of population between ages 20-297.9% of population between 20-24 Battle Creek, MI 71.7% White18.2% African American 13% of population between ages 20-296.3% of population between ages 20-24 Lansing, MI 61.2% White23.7% African American 19.2% of population between ages 20-299.4% of population between ages 20-24 Petosky, MI 91.7% White 16% of population between ages 20-29

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8.5% between ages 20-24 Lancaster, PA 55.2% white16.3% African American 19.3% of population between ages 20-2910% between 20-24 Columbia, MO 79% White11% African American 29.6% of population between ages 20-2920% of population between ages 20-24 Something to explore in primary research would be if people would be willing to travel to view comedians in the smaller areas. Martin says his Broadway Comedy Club, located in midtown Manhattan, draws an audience of 60 percent out-of-towners ("They might not get things that a New Yorker would"), while the audience at Gramercy Park's New York Comedy Club is 90 percent locals ("I book that with more of a New York edge, people with a lot of attitude in their acts"). Conclusion Using the information we received from Dave, as well as information from our secondary research, we will conduct an online survey to better understand how Dave can brand himself with this target market. Using an online survey, we will be able to gain useful information about the target audience on preferences such as price, location, time, etc., of local comedy shows. From this data, we will then determine in further investigation is needed such as in depth interviews or focus groups in order to hone in on our target market’s preferences. We will use this information to build our strategic campaign.

SWOT Analysis

S- Strengths● Exposure on comedy central

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● Funny● iTunes exposure● Funny TV show affiliation

W- Weaknesses● Social media interaction● Use of multimedia

O- Opportunities● Go to bigger venues● Better/more TV shows (Chelsea Lately)

T- Threats● Competing comedians at same level ● College student spending

Primary Research

In order to obtain missing information from secondary research, Prestige Worldwide conducted primary research in the form of an online survey. Using convenience

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sampling, 103 responses were collected from Monday, March 11th – Monday, March 18th. These primary research results were used in the formulation of a strategic campaign for Dave Landau. The questions respondents were asked and the survey results are below. 1. Which of the following types of entertainment do you allocate time or money to? Choose all that apply.

Respondents indicated that most of their time and money budget is spent on TV shows, Movies, Music, and Sports, with Comedy ranking seventh out of the nine options.“Other” responses included reading e-books, working on cars, and pornography.

2. Rank the following on how you fulfill your comedy entertainment. 1 being the most important and 4 being the least important. (Only respondents who chose comedy, TV shows, and movies as a form of entertainment in question 1 were asked this question)

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Respondents indicated that the most common way they fulfill comedy entertainment is though Social Media, as this option was chosen “Most Important” with the highest frequency. TV shows ranked second most important, followed by Stand-up comedy shows. The comedy entertainment respondents use least is CDs of downloadable disks. 3. Who is your favorite comedian? (This was an open-ended response question where respondents were asked to type in the name in a blank. Only respondents who chose comedy, TV shows, and movies as a form of entertainment in question 1 were asked this question). 67 respondents answered this question. Each response was then divided in to 10 different categories. If respondents put two comedians inside the blank, both responses were counted for. In addition, all comedians were categorized into Male and Female. The categories are as follows: Daniel Tosh Dane Cook Aziz Ansari

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Chelsea Handler Kevin Hart Jim Gaffigan Ellen Degeneres Louie C.K Comedians were further categorized into Male and Female. 79% Male Comedians14% Female Comedians 4. How do you generally discover comedians? Check the 3 best options that apply. (Only respondents who chose comedy, TV shows, and movies as a form of entertainment in question 1 were asked this question)

Discovery of comedians of respondents first comes from “Friend” referrals, with “Comedy Shows” in a close second. “Stand-up Comedy Specials” has a 55.6% response rate, and “Live Stand-up Comedy” had a 12.3% response rate. “Other” responses included Pandora and Netflix Suggestions.

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5. What would motivate you to attend a stand-up comedy show? Please rank in order, 1 being the most important and 5 being the least important.

Respondents indicated that the popularity of the comedian performing would most motivate them to attend a stand-up comedy show. The number of friends attending was the second most important option, followed by a ticket price under $15. The food and drink specials as well as organized events proved to be unimportant to respondents.

6. On average, how much would you be willing to pay to attend a stand-up comedy show?

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Most respondents answered that they would be willing to pay anywhere from $11-$15 for a ticket to a stand-up comedy show. The price range $16-$20 was the second most popular answer with 22.1% willing to that much. There were no respondents that would be willing to pay over $40 for a stand- up comedy show.

7. Choose the answer which best describes your stand up comedy show attendance:

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Respondents indicated that mostly, they rarely attend comedy shows, and if they do, it is once a year. In addition, there were 9.2% of respondents that had never attended a stand-up comedy show. 8. Have you attended a comedy show at Déjà vu Comedy Club in Columbia, MO? (Respondents who indicated in question 6 that they have never attended a comedy show were not asked this question).

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9. Have you ever heard of Dave Landau?

Demographics:

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Our target market is college aged (ages 18-24), male or female.10. What is your age?

11. What is your gender?

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12. Which best describes you?

Summary of FindingsTo supplement the data we collected through our secondary research, we decided to conduct an online survey as our primary research to narrow down the preferences and behavior of our target market. We wanted to find out how many people consumed comedy when making entertainment choices, and for those that didn’t we wanted to find out why they didn’t and what might attract them to the stand-up comedy realm.

The first question of our survey revealed some interesting information about those surveyed. Of the nine options for our question about which entertainment options participants allocate time or money to, comedy ranked No. 7. T.V. shows and movies were the top two options chosen by our participants. When asked about how they receive their comedy entertainment, participants noted T.V. shows and Social Media as the two most important sources of comedy. For this reason, it’s going to be important for us to develop a plan to increase Dave Landau’s presence on social media, particularly

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on Twitter. We will also need to find a way to streamline his YouTube content into one channel, as that tends to be a main source of comedy entertainment for a lot of people.

Seeing as how Landau is not yet a household name in the comedy world, we wanted to find out how our participants discovered their favorite comedians. The most common answers were friends and comedy shows such as Tosh.0. Both of those are tough to use for marketing purposes. In order for a comedian to receive a show like Tosh.0, he or she must already be established in the field, while the rest of the marketing strategies help to create an organic form of marketing through word of mouth (friends). Twitter, stand-up comedy specials on television, YouTube, movies and sitcoms all received a substantial portion of the vote as well. As previously mentioned, finding a way to increase Landau’s presence on YouTube and Twitter will be essential to our campaign and increasing his following. While Landau has been featured on television in his stand-up specials, more and more comics are finding their ways into movies and sitcoms as way to build their brand. It’s by no means easy, but finding a way to get those roles clearly has benefits based on the answers we received in our survey.

Finally, we tried to narrow down what exactly would motivate our participants to attend a stand-up comedy show. As expected, the majority of the people questioned said they would prefer to attend a comedy show that was priced at 15 dollars or less. The ticket price was one of the most important factors when the participants were asked about what motivates them to attend a comedy show, while the popularity of the comedian and the amount of friends in attendance were the two most popular answers. While organized events at the comedy club and food and drink specials weren’t huge factors in attendance, nearly 70-percent of participants had been to a comedy show at the Déjà vu Comedy Club, where Landau will be performing, and a surprising 10-percent of those questioned had heard of Landau.

Most of the people questioned fell within our target market age group of 18-24, which we determined as a smart target based on secondary research and the experience of our client. Within that target market, the importance of social media was evident through the survey. The creative portion of our strategy will be designed with these findings in mind.

Objectives

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● Increase Twitter followers to 1500 in the next year, increase in fan interaction via social media

● Show attendance--increase by 20%● Increase brand awareness by promoting on campus and on social media

websites

Media Plan Breakdown

HA: Free YouTube channelTwitterFacebookVineLocal radio appearances, co-opsFree tickets - referral programSocial media intern by region/campusVideos on site LOL: $1,000- $3,000Every hundredth follower gets free tickets and a t-shirt CoastersFlyers LMAO: $3,000-5,000KooziesT-shirts Flyers on cars Partner with venue on TV, Website

Tactics

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Social media:YouTube, Facebook, Twitter, VineSocial media is being used in this campaign for several reasons. First of all, this medium is used by the vast majority of the target market, and used very frequently. Secondly, our primary research showed that social media sites are the number one way the target fulfills their desire for comedy entertainment. This means that they are not only easy to reach in this medium, but they are actually actively seeking out comedy entertainment on social media. Finally this medium is easy to use and free of cost.

Twitter: In order to increase followers we recommend that Landau tweet more frequently. We believe Dave should tweet more promoting upcoming shows. Also incorporating trending hashtags and interacting with followers through retweets, will maximize exposure on twitter. Another way to get gain followers on twitter is mentioning fans in tweets, or mentioning other big name comedians when the situation calls for it. According to our primary research, many of the target audience finds comedians through twitter, so there is large potential for increasing fan base through this vehicle. Dave should be tweeting at least once a day, if not multiple times a day, mentioning, hashtagging, uploading funny pictures, or even links to funny articles. YouTube Channel:We recommend the Landau create a YouTube channel. A channel allows you to to create brand consistency and awareness through uploading a constant stream of entertaining and engaging material to YouTube on your specific channel. Also by having all of your video footage in one spot it will encourage increased interaction and viewing by consumers, because of increased ease of navigation and convenience for the user. Also creating a channel will promote a sense of community and following your brand, which is key for comedians. The videos posted should be of high quality, and ensure that the links are not broken.

Another benefit of having a channel is that you can link to your website or other social media sites, which will drive traffic to your website, as well as, contribute to promote brand awareness. Another significant benefit of creating a channel is that it lends credibility to your brand as a comedian, as well as, it will increase exposure to potential customers and help you to attract a following on YouTube. As a comedian, your product is your comedy, so a channel will display your product to the market. Another potential benefit of creating a channel is that it will allow you to engage your fans on a more personalized and frequent basis.

Facebook:

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Currently, Dave has a Facebook profile. This is different from a Facebook Fan page in that you must request in interact with the user on Facebook. For a Profile, fans must request that Dave interacts with them. Instead, Dave should create a Facebook fan page, which can be done using his personal account. This allows fans who want to interact with Dave on Facebook to simply “Like” his page, and are able to see his videos, photos, posts, and upcoming tour dates. This is more effective because it can give Dave analytics about who is liking him, and who is talking about him on Facebook. Not connecting with fans on Facebook in this way is not utilizing the huge market that is available here. We suggest that Dave post on Facebook at least 3 times a week. Facebook posts are different than Twitter posts in that they should not be real time updates, but something that can last a few days. Posts that Dave has been currently posting are exceptional examples, such as sharing articles or friends and family or promoting sponsorship for his potential movie. These can be seen by more people if there is a Facebook Fan Page rather than a Profile page.

VineWe recommend Landau download and interact with the social media application: Vine. Vine is currently the fastest growing social media app. Vine allows users to capture “the now” with live, raw footage. The clips last 6-7 seconds and can be shared across a variety of social media platforms, such as Twitter, Facebook, YouTube, and Tumblr. We recommend you post videos on vine and share them on other social media sites, because the most effective way to advertise to college-based target market is through an integrated approach across a variety of online platforms. Vine is a great way to resonate with the college aged audience, as it is important to keep up with trends. This application gives fans a short snipet of what life is like for Dave, and will increase their curiosity and thus, increase attendance at shows.

Promo Materials and Budget Breakdown

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Radio: Haha Local radio appearancesAppearances on local pop radio stations are being suggested as an important way to reach the audience in each location prior to the show, and this is something that Dave can do to promote his show locally without being present, because he can call into the show Giving the target market a taste of what the show will be like will garner interest in the event. Also, according to our primary research, music/radio is the number three entertainment outlet that the target allocates their time or money to. Because this is beneficial for both Dave and the radio station, we believe that it would could be a free appearance. TV: HahaBooked on Chelsea Lately, partner with venueAccording to our primary research, television is the number one entertainment preference of the target market. Also, television shows are the number two way the target fulfills their desire for comedy entertainment and the number two way that they discover new comics. Being visible on this medium, especially in a place where they’re already looking to fulfill their desire for comedy entertainment, would mean great exposure to the target. Referral/free tickets: HahaReferral programTicket prices and the number of friends attending a comedy event are two of the biggest influencers on whether or not members of the target market attend a stand-up comedy show. By offering free tickets or rewards for those who bring big groups, audience members are encouraged to recruit friends, which makes them more likely to attend and gives the comic more exposure.

Promo Materials

Promo materials will resonate with this young audience - especially coasters and koozies, which relate to the party culture of college, and t-shirts, which the target can wear. Brand awareness will be increased as the consumer uses and wears the materials in their daily lives. They will also be a trigger to remind the consumer of the Dave Landau brand long after they have left the show.

Flyers: LOL and LMAOParked cars, handed out around campus, and placed in local shops.

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Flyers will be used prior to each show to spread awareness and interest about the event. According to our primary research, the number one reason why the target attends a comedy show is because of the popularity of the performer - therefore, the event must be hyped up in order to garner interest among the target. Organized events at the venue and ticket prices were also important factors, and those details should be highlighted on the flyers.

Distributing flyers around campus once a week in the 2 weeks prior to the show will increase awareness of his performance and brand recognition for Dave. The hope is that students will gain awareness from the flyers, therefore follow Dave on Twitter and enjoy his jokes. From there, the students will be encouraged by their friends,( as we found in our primary research was the most common reason students attended a comedy show) to attend his show. Estimated price:4x6 Cardstock Glossy CardsPrint on front and backFor 10,000 = $442.76(www.uprinting.com) Coasters: LOL At the show If the venue allows this, coasters will be placed on the tables of comedy shows that have them. This is a good way to attract attention to Dave’s brand. The coaster has Dave’s twitter handle on it, so that while fans are waiting to see Dave perform, they can get on their phones, as we found that 49% of college students have smartphones, and follow him to create anticipation for the show. They are inexpensive and are a good way to resonate with the college crowd. We thought that 3,000 would be a good starting point to see if they are successful.

Estimated cost: 3.5 inch round.99 each x 3,000 = $2,970 (www.customlink.com)

Koozies: LMAOHanded out at shows, on campus, possibly sold

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Beer koozies are a great way to continuously advertise after an event, as they can be used long after. Therefore, the koozies will be used to promote Dave as a brand. koozies can be given out at Dave’s show to participating audience members, as well as passed out to lucky audience members after the show. We thought that starting at 1,000 koozies would be a good test market to see if they are popular enough to order another round. Estimated cost:About $1.03 each x 1,000 = $1,030(www.customlink.com)

T- Shirts: LMAO The T-Shirts will be used to give to winners of contests through Twitter and Facebook, as well as for those that participate well at the shows. We chose a white t-shirt because it makes Dave’s face pop out more, and are cheaper than colored shirts. We thought that 500 t-shirts would be a good place to start. Estimated cost: 101+ are $4-5 each $4.50 x 500 = $2,250

Media Plan Calendars

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Haha: Social Media Calendar:

LOL:

Begin promotion of the live show two weeks before the event. This will give locals time to seek out Dave if they have not heard of him, or get a group of people together to go with them, as we found in our primary research report that the fact that friends are attending the show is the most motivating factor to attend. Promotional items associated with this plan can be distributed as needed.

LMAO:

The Budget for LMAO is larger, therefore Dave can begin promoting his event 3 weeks in advance rather than 2 weeks. This will only increase anticipation of the event, create brand awareness, and persuade students to buy tickets to the show. Promotional items associated with this plan can be distributed as needed.

Creative Executions

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Press Release:

“EMBARGOED UNTIL MAY 8”

Hit Comedian Visits Déjà Vu Comedy Club

May 9, 2013 -- Columbia, MO -- Dave Landau has been on the road entertaining audiences as a stand-up comedian since age 21. Appearing on NBC’s “Last Comic Standing,” Comedy Central’s “Live at Gotham” and heard as a regular guest on “The Bob & Tom Show,” Landau has risen to become one of the most in-demand headliners working today. This funny, fresh comedian finds jokes everywhere. Landau is performing Thursday, Friday, and Saturday night at Déjà Vu Comedy Club. Tickets range from $8-$9.

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Flyers:

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Coasters:

T-Shirts:

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Koozies:

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Recommendations

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Website Strengths:

● Consistent typeface, color scheme, and layout: contributes to overall brand consistency

● Simplistic and easy-to-navigate site design and layout: promotes increased interaction with the site and higher likelihood of user’s return to site

● Consistent and prominent display of the logo: contributes to brand consistency and awareness

● Relevant and interesting content (biography, Dave’s POV)● Balanced graphics-to-text ratio on site overall: contributes to easier

readability for the user and encourages site “stickiness”● Upcoming shows listed on the side: promotes shows in immediate future● Clear display of contact information

Possible Improvements:

● Provide link to Twitter on the landing page: this promotes your brand across platforms

● Provide live feed of Twitter on page: this will allow fans to view your tweets in live-time which promotes brand loyalty and is also highly engaging

● List tour dates in a easier-to-read format, categorize by months: this will allow for users to view all upcoming tour dates on one page, instead of month-by-month, which may cause them to lose interest and move on

● Provide ticket-purchasing information (i.e.: average pricing, unbroken links to purchase them): promotes increased ticket sales, because people have greater ease of buying them.

● Provide more videos and video clips of comedy routines: promotes your product, and it also works to differentiate your brand of comedy from the competition

● Add in blog: provides users with a place to learn more about you and your humor, as well as, it creates a place where users can comment and interact with you

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Measurement

Our objectives are: to increase twitter followers to 1500, increase shows attendance by 20%, and to increase Dave’s overall brand awareness. To accurately identify the strengths, weaknesses, and areas for improvement of the overall campaign it is important to imply measurement tactics.

In order to measure the effectiveness of the twitter strategies and tactics implemented utilize free measurement resources, such as Tweepi or Useqwitter.com, to track the amount of people who follow or unfollow your account. Use free resources such as: Hootsuite or Twitterdeck to monitor retweets and favorites, as well as, to help you engage on a more frequent basis with followers. The effectiveness of this tactic will be measured in the amount of followers added at the end of the campaign.

To measure the effectiveness of the strategies used to increase show attendance, it is important to compare ticket sales from prior to the campaign beginning, to during, and then after to accurately track which techniques increased ticket sales, or did not.

To track the effect of the campaign on the intangible, the strength and awareness of the Dave Landau brand in the target’s mind, it is important to use a survey measuring post-campaign attitudes. Prior to the campaign we surveyed the target on their awareness of Dave, so the pre-survey has been done. Now, to track the success of the campaign, you should survey a college market to reveal if the campaign has increased awareness.

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Sources

Crux Research. (August 7, 2012). Discretionary Spending of US College Students by Category, 2012. emarketer.com. Retrieved February 17, 2013. From http://totalaccess.emarketer.com.proxy.mul.missouri.edu/Chart.aspx?R=125026&dsNav=Ntk:basic%7ccollege+students+discretionary+spending%7c1%7c,Ro:-1http://totalaccess.emarketer.com.proxy.mul.missouri.edu/Chart.aspx?R=125026&dsNav=Ntk:basic%7ccollege+students+discretionary+spending%7c1%7c,Ro:-1

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Perez, Allie. (September 24, 2009). Top 10 Television Shows that College Students Watch (Or Should Be Watching). cornellsun.com. Retrieved February 17, 2013. From http://cornellsun.com/node/38320

Appendices

Photos:

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