How effective do you think you were in selling your artist's brand image to your audience?

EVALUATION TASK 2

INTRO

• Philip Kotler (born May 27, 1931 in Chicago) is a marketing author, consultant, and professor.

• Thus by assessing Philip’s theory and views on marketing, it will provide me with a understanding of how to I need/needed to correctly brand and market my artist across all platforms. Also it will enable me to reflect on my promotional work and creativity during the development of my artist.

PHILIP KOTLER’S MARKETING EXPLANATION.

"the organization's marketing task is to determine the needs, wants and interests of target markets and to achieve the desired results more effectively and efficiently than competitors, in a way that preserves or enhances the consumer's or society's well-being.”

He argues an artist’s brand is not a hair style, a drink, clothing. it’s an innovative modern brand where their is a personality and a devotion to the product. It is vital to remain as authentic/genuine to your own artist’s persona and create a history and equity of music that fans hold on to and bring with them to friends’.

PHILIP KOTLER’S MARKETING EXPLANATION.

• ‘Human activity directed at satisfying needs and wants through exchange processes”

• This suggests that the means of selling and promoting my products and services must consist of all 4 p’s

• In order for an artist campaign to be maximise their fan base/recognition, the 4P’s must be acknowledge/reinforced throughout the marketing process these are: Product, Price, Place, and Promotion; in order to attract visitors donors, staff members, and public support.

PRICE• Price refers to how much the products will cost and what consumers will pay for.

• Examples of where we used pricing was for merchandise and selling album.

• Consumers would be able to purchase these products online where LAB records would receive a commission of each product sold.

• Prices were selected based on website’s of artists similar to ours.

• Also using psychological pricing (marketing tool) would encourage more ‘sales’.

• Baring in mind our artist is new to the industry, prices on products and services at this stage must be reasonably low in comparison to well established artist’s.

PLACE

• Place refers to how the product is disturbed and marketed to the target audience.

• In terms of distribution, via streaming services associated with our artist and Lab records partnership/support. Our target audience are able to find our artist’s products and services on various online platforms which they prefer to access. By offering various services it encourages a wider to connect with our artist and create brand awareness. As a result we have learn’t correctly market towards our target audience.

• As our target audience are up to date with all forms of online apps, services and social media we have incorporated these forms on our website.

PRODUCT• Product refers to how the star image is being branded. • In order to represent Forrest Blake as alternative and relatable his star image

needed to reflect his persona and be correctly marketed as a unique brand/product.• Firstly, brand consistency was a vital part of creating a successful product. This included a

connection of colors, images, logo among all of our platforms (web site, Facebook, Twitter, Instagram and digipack.

• Moreover, in order to differentiate products and services from artist’s similar to mine. We cretaed a innovative campaign where the artist’s struggles prior his career shape his star image. This was used as a unique selling point as it was a way in which we could connect to our audiences.

• Furthermore by having esoteric and flexible narrative in our music video it provided us with more flexibility in represented our star image in a more organic style.

PROMOTION• Promotion refers to how the artists is being being advertised and publicised.

• The pre-existing promotional campaigns are the social media pages of Forrest Blake and website.

• In terms of external promotion LAB records could help fund a advert and forms of marketing. A low cost method was created in a previous blog post: ‘creative marketing’ where I used TFL to help promote the digipack.

• More ideas include, creating games and synergising products in further music videos.

• Promotion has been vital during the development of my artist as it has helped create brand awareness.

BRAND IMAGE

Brand image is the general impression of a product held by real or potential consumers. Brand image is vital in order to engage with target audience and maximise brand awareness.On a previous blog post I researched the basic guidelines of how a brand image is structured and marketed to the public. This was a beneficial task as it helped me understand the essential components needed to shape my artist’s star image and lifestyle. My brand image was inspired by artist's similar to mine including Benjamin clementine, Dan Croll, Troye sivan, James Blake and other alternative pop-rock male artist's. They all influenced the development of my digi-pack, website and marketing tasks. Specifically helped me identify suitable colours and themes to represent my artist as alternative. Moreover, by observing their products and services it enabled me to understand how a successful make my artist relatable, distinctive and to have consistent continuity with the star image across all platforms.

MY PRODUCTS• The images below collectively show a cohesive marketing package for my artist. All in

which are inter-connected in order to create a innovative brand and star image.