ashanti retail music promotion recap

5
Universal Music Group/Def Jam/Murder Inc. “Fly Away With Ashanti” Promotion Analysis October 2003 Adrian Parker, FTSA Marketing

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Interactive retail campaign with driven by TV, print, in-store & direct marketing extensions. More at www.adriandparker.wordpress.com

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Page 1: Ashanti Retail Music Promotion Recap

Universal Music Group/Def Jam/Murder Inc.

“Fly Away With Ashanti”

Promotion Analysis October 2003Adrian Parker, FTSA Marketing

Page 2: Ashanti Retail Music Promotion Recap

Campaign Duration: September 12 – October 16, 2003

Prize Fulfillment: November 16 American Music Awards

Primary Target Demographic: A 12 – 24

Consumer Focus: African Americans/Urban communities

Lead Interest: Inspired by rap, R&B and celebrity.

Output Objectives: Align Footaction brand with top music artist to build positive associations,

lifestyle connections and mindshare. Provide FA consumers with exclusive opportunity and prizing. Build momentum for Ashanti’s album “Chapter II” by promoting its release and

offering shoppers sales incentives. Use all FA assets to create a 360° integrated promotion: in-store visual support,

Footaction TV, e-mail deployment, digital micro-site, co-branded print placement and POP displays.

Overview

Window signage in all stores

Page 3: Ashanti Retail Music Promotion Recap

Action Footaction TV: Used in-

store media network to air :45 promo spot and 2 new Ashanti videos during September.

Print: 2 page spread in November SLAM Magazine. In homes late September.

Digital: E-mail blasts to Footaction, Def Jam and Footaction Catalog databases hit more than 750,000 addresses initially.

POS display with coupon

Page 4: Ashanti Retail Music Promotion Recap

Action (cont’d)

In-store Visual: Ashanti banner in all windows for 2 weeks leading up to sweeps launch. POS counter card in all stores for an entire month.

Micro-site: Registration page on footaction.com with Flash banners and music.

Sales Incentives: Couponing for $3 off Ashanti’s CD @ Sam Goody and 20% off next shoe purchase.

Grand prize: Trip for 4 to the AMAs

in L.A. to meet Ashanti.

Page 5: Ashanti Retail Music Promotion Recap

17,236,000 gross impressions over a one month period. Extended advertising & marketing activities to build partnership

with UMG. Integrated sales support using Footaction assets to reinforce one

another.

FATV 6 million viewers/month

FA.com 144,000 unique visitors/ month

Print 260K circulation

Results

FA Retail 10 million shoppers/month

Digital Direct 750,000 e-

mails

Charts: Album - #36

Single - #13 Video - #15

Sweeps

12,000 entries to date