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Transcript of The Marketing Plan. 2 when I go shopping I always buy the wrong stuff because I forget to make a...
The Marketing Plan
2
when I go shoppingI always buy the wrong
stuff because I forget to make a list
3
it really pays to plan ahead
it sounds almost too obvious to mention
but we often forget to do it
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a marketing plan is vitalthinking and being creative is hard when we’ve under pressure and have deadlines looming
make it a high priority
you can always be flexible your marketing plan if things change later on
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building a Marketing Plan
this week• executive summary• market analysis• competition analysis• macroenvironmental analysis• SWOT analysis• marketing objectives
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seven sleeps
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building a Marketing Plan
next week• promotional needs• artistic needs• target audience profile• strategies for the 7 Ps• a carefully thought-out promotional schedule
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Executive Summarysometimes called ‘Product
Description’
200-300 words
introduce the product to others
define it to ourselves
with something like music, it’s useful for us to have things written down like this, in black and white
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Dirty Flirty is an exciting, new band set to kick up a storm on the Perth
music scene. They consist of four guys in their early 20s - Len Tingle
(singer, guitar), Ton Kah (lead guitar), Bryce ‘Nice’ Appleby (drums) and
Saul Mann (bass and kazoo). They have been playing as a group since
October 2008 and already have a small but dedicated fan base. The
band is bursting with personality and keen to excite people with their
image and music.
The sound of the band could best be described as light rock fused with
roots and folk. The music is definitely not fully mainstream and will
appeal to an audience who see themselves as being alternative-minded.
Their debut EP Cabbage Days is due out on Tall Boy Records on 18
November. The record’s title track is a personal account of Len Tingle’s
recovery from a recent motorcycle accident. Despite the subject matter,
it’s a catchy, danceable tune.
“”
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analysiswhy is it so important in planning marketing?
an understanding of our product
an understanding of the market
competition?
show to ourselves and others that we understand
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analysiswhy is it so important in planning marketing?
music and musicians are often intangible
use analysis to help define who they are
put something intangible into black and white
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“looking at the playing field”
market analysis
are there any trends that we can follow, exploit or buck?
what are people buying?
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market analysis
where do we get this info from?the web:
bands we hear about and see ‘on the scene’
articles in industry magazines and street press
aria.com.auifpi.org
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competition analysiswho is our there, trying to
do the same as us?
are they a threat?
how can we make our product different from theirs?
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“macroenvironmental situation”
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“macroenvironmental situation”
= looking at the “big picture”What’s happening in the world at large
does a global economic slump diminish or enhance our music’s appeal? 40% of Australians
own an iPod, 85% of our target market does, so let’s offer the single mainly as a download
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analysisSWOT
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analysisSWOTtrengths
eaknessespportunities
hreats
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Strengths• familiar venue, good location• great line up• beer on sale
Weaknesses• bands not well known• mid week gig may be tricky
Opportunities• ready-made friends and family following• ‘new local talent’
Threats• other gigs on that night• better promoted alternatives• apathy
• ensure our promotion is well enough targeted, to not be competing against ‘bigger’ gigs
• a ‘try something different’ message?
• ensure that the music is the best it can be
• create friends and family incentives
• bang home the ‘new, local talent’ message
• focus on promotion to friends ie TAFE colleagues
• extra incentives to get people out the house? Use this message in promotion
exploit opportunitiescreate opportunities from weaknesses
use strengths to counter threats
now threats and weaknesses are identified, they can be combatted
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analysisSWOTtrengths
eaknessespportunities
hreatsbig following in their home town
their debut single, self released, sold well
new single, Cabbage Days, coming out soontarget demo: 18-30, mainly male
‘free-wheeling, indi pop’
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marketing objectives“to be the biggest metal
band in Perth”
“to sell 100 downloads of our single”
“to sell out the Rocket Room this Saturday”
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SMART
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SMAR
pecific
easurablechievable
ealistic
T imely
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SMART“we want to be known by at least 75% of metal fans in Perth by Christmas”
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