How effective was I in selling my artists’ brand to his

audience?

Philip Kotler’s definition of marketing

Philip Kotler says ‘Marketing is human activity directed at satisfying needs and wants through exchange process.’

Kotler believes that to market effectively, the most important thing is satisfying the consumer by elevating their well-being. This means that selling products and services have to be directed towards what the consumer requires.

Marketing Mix

A marketing mix is a fair combination of the marketing elements: Product, Pricing, Place and Promotion. To maximise an artists’ campaign via attracting consumers and sales promotion, the concentration should be on these four basic components.

Kotler says ‘A Marketing mix is the mixture of controllable marketing variables that the firm uses to pursue the sought level of sales in the target market.’

The four P’s

PRODUCT – The brand (the star image)PRICING – The cost of the product/what consumers will payPLACE – The distribution and marketing of the product to the target audiencePROMOTION – How and where the product is advertised

My artists’ brand

The star image of my artist, Jay Harper, involves him wearing casual clothes and glasses which connotes him as a laid-back and therefore relatable organic artist. He isn’t styled which indicates that he isn’t constructed like synthetic artists and cares more about the music than the image, emphasising his authenticity. He is commonly shown with his guitar which demonstrates that he is very musically talented as he can sing as well as play an instrument. This signifies that he is a signer-songwriter who isn’t just given music to sing like mainstream synthetic artists and so is an indie organic artist. This star image is shown across all of Jay’s products and therefore creates a cohesive package and a brand that people can recognise so he can attract his target audience through this organic brand that displays his indie genre.

Selling to the audience

I think I have been very effective in selling Jay’s brand to his audience. Through creating this cohesive package he has established himself as an indie organic brand in the music industry which will appeal to fans of the genre and of organic artists. The marketing and distribution of Jay and his products have also been built to attract and satisfy Jay’s target audience so that their awareness of him will lead to them liking him for his star image which will lead to them buying into him and his products.