Marketing plan

Identify product 


The product is a Dubstep music track by the artist 'Doctor P' the track is named 'Last Ones Standing'. The track is a remix of the original track by example (famous dance music artist) the remix was made and uploaded to UKF's official youtube channel on the 30th of July 2010




Describe aims of a new campaign


The aim of my campaign is to promote my product to the UK to generate a profit. i will advertise my product via the internet, television, Mc Donalds, night clubs, big towns, cities and magazines. the feature article will be on websites such as GetDarker.com, ukfmusic.com and on their official Facebook

































13,142 people are connected with the ukf events page as above and 35,000 people are connected to the official page.




Review current situation

Dubstep is a club music played at most nightclubs around the world. it has recently become a very popular genre of music for teens and young adults who enjoy clubbing. Big artists such as Chase and Status, Modestep, Flux Pavilon and Nero play Dubstep music in many popular clubs over the UK Regularly. There are huge clubbing events under the Dubstep genre regularly, for example 'UKF Bass Culture' on the 25th of november in Alexandra Palace in London. a huge venue where tickets sold out very quickly. currently in the BBC dance album chart Nero has 3rd place with his album welcome reality, chase and status are 4th with an incredible 36 weeks in the chart and UKF's Dubstep complation is 32nd in the chart after another 36 weeks. this shows that Dubstep music definitely has a place in the official UK chart and my product is more than likely to top the charts

Identify target audience

The main target audience for this product is 16 to 24 year old young adults. This is because Dubstep is a type of nightclub music and most people who go out clubbing are between 16 and 24 due to under 18 nights and typical 18+ nightclubs. The target audience for this product are likely to go to nightclubs and music festivals of the same genre, they are also likely to watch an 18 movie, eat from MC Donalds and visit the Get Darker and UKF website, also official Facebook pages. These would be the best places to advertise the product by putting up posters in all theese places and a feature article on the GetDarker website.


Identify potential market (local, National, Global)

The potential market is worldwide as the track will be available as MP3 download online. Other Dubstep artists have toured world wide for example chase and status have been to countries such as spain and germany but mainly over the UK which means that the Genre itself has allredy been promoted worldwide.
Having a world wide market for my product would be great as it could achieve great success and a huge profit over a small revenue.

Describe advertisements and promotions

Dubstep is advertised outside most Dubstep playing nightclubs, also all over social networking sites such as Facebook's UKF or Get Darker site. Dubstep is a hugely growing underground genre, the main way Dubstep is promoted is by the DJ's who regularly play Dubstep in clubs. For example people who went to Creamfields this year went their to see top electronic acts such as Calvin Harris and David Guetta and likely heard a few Dubstep tracks introducing them to the genre, I was introduced to the Dubstep genre by going to the nightclub Oynx and Blu in Shrewsbury where Dubstep was played in one of the Arenas all night. I have also seen DJ's like Chase and Status and Nero live when they weren't so famous which shows that they became famous by playing in night clubs over the UK then releasing an album.
To advertise my product I will create A Poster and A Feature Article using Adobe Photoshop and some Merchandise online


Gives schedule

I will be releasing my poster on the 1st of December. The track will be re-released a week after advertisement hoping to make a place in the christmas charts. after the track is re-released which is on the 8th of december, the feature article will be posted onto GetDarker.com after a few days of sales, finally, on the 15th of December all of the merchandise I have created will be ready to go on sale.
I will use ways to sample audience or consumer feedback. I will pass out a questionnaire after I present my product to the class asking for feedback from my presentation and the way I am advertising the product.
I will also use the IABUK (Internet Advertising Bureau UK) as a trade association for online advertising. The IABUK will identify the best role for online marketing of the product, helping me engage their customers and build their brands.

Direct Advertising - Poster

This is a poster I created in photoshop as an example of Direct Advertising.

Risk assessment 

I was not under any serious risks while I created this product as it is not such a practical product, I had to make sure I didn't sit in-front of the computer for too long as it could damage your eyes, also i had to make sure that the apple mac charger was portable appliance tested (pat tested) before I plugged it into the computer as it could cause harm or damage.

Legal and ethical

my product is for educational use only therefor I am not breaking any copyright rules, however if I was to release my products that would be illegal because I have no legal rights to the product I am advertising and I have used logos which I do not have permission to use. My product is also not offensive and does not represent groups of individuals in a non fair picture. If I was to release this product they would need to follow Ofcom's and the ASA's guidelines which is the independent regulator and competition authority for the UK communications industries

feature article

this is an example of indirect advertising

merchandising

these are examples of the merchandise i will sell to promote my product.


Mens T-shirt

The Mens T-shirt was embroided online, it will be sold for £20. This piece of merchandise is suitable for the target audience because an item of clothing targets all audience, this top will be sold in all appropriate sizes from extra small to small, medium, large and extra large

Woman's long sleeve T-shirt 

The Woman's T-shirt was embroided online, it will be sold for £20 online. This piece of merchandise is suitable for the target audience because an item of clothing targets all audience, this top will be sold in all appropriate sizes from extra small to small, medium, large and extra large

Baseball cap

This baseball cap was made on VistaPrint online and will be sold for £15. a hat is a popular type of merchandise which will help it sell well with the target audience

Mug

 This mug was also made on VistaPrint, it will be sold for £7. A Mug is a popular type of merchandise which will help it sell well with the target audience. its smart design will make it more appealing for shoppers and almost every household has Mugs

Polo T-shirt

This Polo T-shirt was made on VistaPrint. It is a very stylish item of clothing so it meets perfectly with the target audience. for a more expensive price of £25 i think this product will sell well and generate a good profit and maybe open up paths to start a designer clothing line.

Risk assessment

There are a few small risks I must consider before I start making my advertisement products. For example it is dangerous to sit in-front of a computer for too long so I must make sure for each hour I spend on a computer to have a 10 minuet break. Also I need to make sure that all the plugs I use charging electrical equipment is portable appliance tested (pat tested) for example the Apple Mac charges and the camera chargers to prevent electrocution and even damage to equipment.

As the advertising products are less practical work and more non practical based work their are not many risks applicable to me.

Legal and ethical

my products are for educational use only therefor I am not breaking any copyright rules, however if I was to release my products that would be illegal because I have no legal rights to the product I am advertising and I have used logos which I do not have permission to use. My product is not offensive and does not represent groups of individuals in a non fair picture. If i was to release these products they would need to follow Ofcom's guidelines which is the independent regulator and competition authority for the UK communications industries.

AO4 print screens of power point

Note: these are print-screens, the link to preview the actual product will only play on the real copy

Presentation script

Slide 1

The product I am advertising is the music track DR-P Last ones standing (remix)

Slide 2 – Marketing plan

Identify product

The product is a Dubstep music track by the artist 'Doctor p' named 'last ones standing'. The track is a remix of the original track by example. The remix was made and uploaded to UKF's official Youtube channel on the 30th of July 2010

Describe aims of a new campaign

The aim of my campaign is to promote my product ready to be Re-Released to the UK to generate a profit and make a place in the charts this Christmas. I will advertise my product via the Internet, on television, In Mac Donalds, around nightclubs, big towns, cities and magazines. The feature article will be on websites such as GetDarker.com, ukfmusic.com and on their official Facebook

Review current situation

Dubstep is a club music played at most nightclubs around the world. it has recently become a very popular genre of music for teens and young adults who enjoy clubbing. Big artists such as Chase and Status, Modestep, Flux Pavilon and Nero play Dubstep music in many popular clubs over the UK Regularly. There are also HUGE clubbing events under the Dubstep genre regularly, for example 'UKF Bass Culture' on the 25th of November at Alexandra Palace in London. A huge venue where tickets sold out very quickly. Currently in the BBC dance album chart Nero has 3rd place with his album welcome reality, chase and status are 4th with an incredible 36 weeks in the chart and UKF's Dubstep complation is 32nd in the chart after another 36 weeks. This shows that Dubstep music definitely has a place in the official UK chart and my product is more than likely to top the charts

Identify target audience

The main target audience for this product is 16 to 24 year old young adults. This is because Dubstep is a type of nightclub music and most people who go out clubbing are between 16 and 24 due to under 18 nights and typical 18+ nightclubs. The target audience for this product are likely to go to nightclubs and music festivals of the same genre, they are also likely to watch an 18 or 15 age rated movie, eat from MC Donalds and visit the Get Darker and UKF website, also official Facebook pages. These would be the best places to advertise the product by putting up posters in all these places and a feature article on the GetDarker website.

Identify potential market (local, National, Global)

The potential market is worldwide as the track will be available as MP3 download online. Other Dubstep artists have toured world wide for example chase and status have been to countries such as spain and germany but mainly over the UK which means that the Genre itself has allredy been promoted worldwide.

Having a world wide market for my product would be great as it could achieve great success.

Describe advertisements and promotions

Dubstep is advertised outside most Dubstep playing nightclubs, also all over social networking sites such as Facebook's UKF or Get Darker site. Dubstep is a hugely growing underground genre, the main way Dubstep is promoted is by the DJ's who regularly play Dubstep in clubs. For example people who went to Creamfields this year went their to see top dance acts such as Calvin Harris and David Guetta and likely heard a few Dubstep tracks introducing them to the genre, I was introduced to the Dubstep genre by going to the nightclub Oynx and Blu in Shrewsbury where Dubstep was played in one of the Arenas all night. I have also seen DJ's like Chase and Status and Nero live when they weren't so famous which shows that they became famous by playing in nightclubs over the UK then releasing an album.

To advertise my product I will create A Poster and A Feature Article using Adobe Photoshop and some Merchandise online.

Gives schedule

I will be releasing my poster on the 1st of December. The track will be re-released a week after advertisement hoping to make a place in the Christmas charts. After the track is re-released which is on the 8th of December, the feature article will be posted onto GetDarker.com after a few days of sales, finally, on the 15th of December all of the merchandise I have created will be ready to go on sale.

I will use ways to sample audience or consumer feedback. I will pass out a questionnaire after I present my product to the class asking for feedback from my presentation and the way I am advertising the product.

I will also use the IABUK (Internet Advertising Bureau UK) as a trade association for online advertising. The IABUK will identify the best role for online marketing of the product, helping me engage their customers and build their brands.

Slide 3 – Poster

This is a poster I created in Photoshop as an example of Direct Advertising.

This is the poster I created advertising the track. I used photo shop to create this poster and stuck to similar artistic styles from the original track single such as the white over black text and the black and white color pallet as a whole.

I added a Doctor P stylish logo with a barcode to add emphasis on Doctor P’s name and look stylish.

I also added two images, one of a riot in London also one picture taken from the last ones standing music video.

Slide 4 - Article

This is an example of indirect advertising

This article is to be posted on the GetDarker.com online magazine. It includes the same image taken from the music video I made as the poster does. I edited the picture to fade out in the top left corner.

The article promotes Doctor P’s new song and gives the reader brief Information about the artist

Slide 5 – Merchandise

These items of merchandise will be sold online. I created them using the vistaprint and cafepress websites adding a stylish font to the t-shirts, and logos on a polo shirt, cap and mug.

Prices Listed Below

•  Black Men’s T-Shirt, all sizes available, £15

•White Woman’s long sleeve T-Shirt, all sizes available, £15

•Baseball cap, £7.50

•Mug, £5

•Men’s polo shirt, all sizes available, £25

Slide 6 – actual product

Here is the mp3 of the track I have been promoting. Does anyone have any questions

A05 - client report

feedback from focus group


I presented my products in a presentation to a focus group of 4 people with a written script. here is the feedback I collected from my 3 advertising products.
I first presented to the focus group my marketing plan, they agreed with all of my ideas throughout the whole plan, such as the places of advertisement, the aim of my campaign, my idea/view of the current situation being a very popular genre for young adults and teens and were impressed with my research of Dubstep tracks in the chart and how long they have been there for. My focus group thought that another good place of advertisement would be at big train stations around the UK.
I then showed my three products to the focus group one at a time. The focus group liked the way I stuck to the original conventions of Dubstep music and the original singles artwork. They liked the posters images and the way they have been edited, However the poster wouldnt encourage purchase of the track and should make the audience want to buy it more with, for example, ratings of the track like you would see on a film poster. They also think that I should move the boxes at the top and bottom so they are not touching the sides to add visual effect.

They thought my article had a good layout like the way that the big image is displayed first followed by text and the single's track artwork to the side. They liked the font as they thought it suited the genre of music and said that I should use that font also on my poster. I was asked the question "where will my feature article be posted" i said that it will be posted on the get darker online website and that it has been made in the same layout as all of the other articles on the website.

Finally, the focus group liked my final product which was merchandise, they liked the way that I had a large variety of merchandise that appealed to them, caught their eye and that they may purchase if seen in a shop/online, they liked the way I had already organised the prices for the merchandise however believed that the long sleeve T-Shirt was not a very nice colour and didn't suit. they said that it would look nicer black with white writing however they did prefer the items with the barcode logo.

I made these graphs to sum up my results from the small questionnaire I passed out after presenting my product, it shows that more people would buy my product from the focus group that wouldn't. also that everyone agreed with my marketing plan.

Number of people that would buy the product

Number of people that agreed with my marketing plan

Evaluation

In conclusion, I believe that I advertised the product that I chose well. I think all of the advertisement types I chose, which were a Poster, feature article and pieces of merchandise was a good decision as they are more practical for the product which is a music track as well as a great way of advertising. I also chose very good and suitable places to advertise the product to the appropriate target audience i.e. outside of night clubs and after feedback decided another great place to advertise is in train-stations. I stuck to the deadlines throughout the whole unit and completed all of the work, most being before the deadline.