Marketing and PR Presentation

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Objectives

What are the objectives for this project?To promote the album, gain more fans and create an image for the band.

Who do you want to target? Older teenagers and young adults, aged 17-24

How many records do you want to sell?As many as possible, at least 100 so we can break even. A profit will be made if we sell 100 but not a large one.

What would make this a successful exercise?Thoughtful plans with the only flaw being that we haven’t made enough albums. Knowing your audience will help a great deal so you know how to target them and what they will react well with.

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Band Profile

Name: Brunstock

Age: 20-22

Previous releases: Sober Living by the Sea, Timelines, User Interaction Satisfaction

Genre: Dance pop, new rave, and grime music

Style: indie, alternative

Contemporaries: Hadouken!,

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Think SMART• To sell over 100 albums in a month while making the bands image turn

from indie rock to rave/dance. The distribution team keeps a track of how many are sold, everything is recorded because profits have to be shared etc. Changing the image will be measured via the fans that they band will pick up. If people with the right image and style becomes fans we know that the image of the band is being taken in the right way.

• To increase loyal following by 100% by November

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AudienceWho is the audience for this band?Indies and ravers.

What age are they? 17-24

What do they look like?They will be individuals with random coloured hair, maybe an odd piercing or tattoo. They will wear beanies or have messy hair and skinny jeans with high tops or sneakers and a cardigan or baggy jacket.

Why do they like this band?Because they like to party and dance. The band is individual which means it will be indie to like them.

Who else do they like?Any sort of dance music artist like Hadouken! or a dubstep artist like skrillex but someone less main stream

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MediaWhat media will you use and why? Be specific about the platforms you will use. The internet will be a big outlet for the promotion as the target audience spend most of their time on sites like twitter and tumblr (Facebook is too mainstream and full of people who think they need to update everyone on everything which is so not cool or interesting). Youtube will also be a good way to make the band known if the video is good enough to go viral. Competitions could also be set up if the fans share the video on the other social networks then they could win a signed tee or poster since that would be cheaper.Magazines will also be a big platform as posters and images are popular with the younger audience, they can decorate their room with it which will make their room more indie as no one will ever have the same.

What magazines might they get in to? MixMag, Attack Magazine

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MerchandiseWhat merchandise would you use to promote this band?

T-shirts and posters.

Bright colours and the bands name will definitely be used for the merch.

These are some examples but are from the competitor

Ravey and punk designs are needed to appeal to the audience. Retro mixed with futuristic will do perfectly. The album cover and band logo will be spread designs. The album cover one will be a special edition and can be used in a promotion competition.

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Manage the message

What is the message you want to communicate about this band?That they are new, fun and a good time. It isn’t a party until their music is played.

What is the main selling point of the band and the album? That it’s a new style of music, it’s like the other new rave genre but done with a punk rock twist.

Use feedback from the fans as they can tell the difference between their old sound and their new one. They are a bit too small to get a rating from big publications like the daily mail but they can get rates from blogs that are dedicated to indie and dance music.

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Hyperbole

Every marketing and PR campaign uses hyperbole. Its role is to make things seem better than they really are by using exaggeration and emotive words or imagery.

What are the words you will use? What words will help you sell and will appeal to your audience?

A non-stop partyNewer than New (Because their old sound was called New Rave)

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Events

What events would you put on as part of the promotion of this band and album?

Small intimate gigs with the fans from their old stuff so they feel special and get to hear the new stuff first. Hint at a small tour of the UK so fans will buy the album in order to know all the songs. If fans demand for us to go to other countries we will keep dates open for the odd gig as they are only small and don’t have that much money. Signings and gatherings can also be arrange to keep up with the fan demand. Nights out in a nightclub to get to know the fans better, keeping relations with the audience is important as they can make or break you.

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Internal motivationWhat is the motivation behind this project?To get the band out there. They have released other albums and have earned a bit of a following but haven’t cracked into the charts yet. They’re following isn’t big enough to support the band anymore.

Why is it an important project for you?Every project is important because if it doesn’t work out right then I will be fired and have a bad reputation which would look bad on my company I work for. They have a good image I have to uphold so nothing can go wrong and everything has to be on track and on time.

Why is it an important project for the band?It is important because it could either make or break them. They have been working for a very long time to try and make it in the big world of music and if this marketing and PR campaign doesn’t work then it would all be for nothing or they would have to wait even longer to make it big which can be very straining on the members, this could lead to a break in the band and everything would be for nothing.

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Motivation of media

Why would the media be interested in this project?Because the band is creating a new sound, which is news. Social media will make it travel faster and further, if it becomes viral then the news will pick up on it. Like when Justin Bieber – Baby got the most views on youtube it was on BBC News. And the same with ‘What Does the Fox Say?’ because the video was so weird it went viral and 4Music put it in their news section.