vu traditional media plan
TRANSCRIPT
TRADITIONAL MEDIA MARKETING PLAN
PREPARED BY: BROOKE HURST
APRIL 10, 2015
Vengeance UniversityHuntington Beach, CA
90740
OVERVIEW
ON DECEMBER 19, 2005 ROCK GUITARIST ZACKY VENGEANCE (AVENGED SEVENFOLD) DECIDED TO EMBARK ON A JOURNEY MANY HAVE PAVED
FOR HIM. INTERVIEWED BY INKED MAGAZINE IN 2010, VENGEANCE SAYS THIS ABOUT HIS NEW VENTURE:
“VU IS GROWING NATURALLY BY WORD OF MOUTH. I LIKE KEEPING IT UNDERGROUND AND UNIQUE SO THAT WHEN PEOPLE WEAR IT THEY CAN RECOGNIZE OTHERS WEARING IT. IT’S LIKE A SECRET SOCIETY.”
COMING UP ON IT’S 9 YEAR ANNIVERSARY, ZACKY’S CLOTHING LINE CONSISTS OF AN ASSORTMENT OF ORIGINAL T-SHIRT DESIGNS, HOODIES,
TANK TOPS, BABY CLOTHES, BELT BUCKLES, AND NECKLACES THAT ADORN HIS “6661” LOGO AND FAMOUS SWITCHBLADE PENDANT.
ALTHOUGH ZACKY VENGEANCE’S VISION FOR HIS CLOTHING LINE WAS TO STAY UNDERGROUND AND ALMOST EXCLUSIVE, I HAVE EXPLAINED
BELOW HOW MY TRADITIONAL MEDIA PLAN WILL HELP TO STIMULATE BRAND NAME AWARENESS AND FAMILIARITY WITH THE UNDERGROUND
ROCK SCENE. I WILL ALSO SHOW HOW THIS PLAN WILL HELP INCREASE SALES IN TARGET MARKETS AND EXPAND THE COMPANY’S REACH ALL
ON BUDGET. THROUGH THIS, I WILL HELP INITIATE VENGEANCE UNIVERSITY’S NEW MARKETING STRATEGY AND CREATE UNDERGROUND NOISE
WHERE, WHEN AND HOW HE WANTS.
“
”
HERE AT VENGEANCE UNIVERSITY, WE DON’T REALLY PLAY BY THE
RULES. WE EXIST BECAUSE PEOPLE LIKE YOU INSPIRE US ON A DAILY BASIS. LOYALTY, PASSION AND INTEGRITY ARE WHAT SET US APART
FROM EVERYONE ELSE. VENGEANCE UNIVERSITY ISN’T FOR EVERYONE AND THAT’S OK. REMEMBER, THE BEST REVENGE IS BETTERING
YOURSELF.
ZACKY VENGEANCE, 2010
SITUATION ANALYSIS
The main focus of this traditional media plan is to increase familiarity and chase sales leads with underground fans while increasing sales. I can set this business forward by showing
current sales data, using competitive marketing strategies, the start-up of planned marketing activities and the use of creative
strategy and executions.
PROBLEM STATEMENTVENGEANCE UNIVERSITY ONLY FACES A COUPLE OF PROBLEMS THAT NEED
UPGRADING FROM 2005 IN ORDER TO MOVE FORWARD IN THIS NEW DIRECTION. THESE PROBLEMS INCLUDE:
• THE INCREASE IN BRAND AWARENESS
• TOO FEW SALES LEADS.
MARKETING COMMUNICATIONS TASK DEFINITION
PROBLEM: LOW AWARENESS
TASK DEFINITION: INCREASE BRAND NAME AWARENESS FROM 10% TO 40% BY END IF 2015.
IN ORDER TO CREATE NOISE WHERE VENGEANCE UNIVERSITY WANTS TO STRATEGICALLY PLACE IT, IT NEEDS TO INCREASE PRODUCT RECOGNITION BY INCREASE IN MEDIA STRATEGY AND REACH. THIS MUST BE SOLVED IN ORDER TO MOVE FORWARD.
PROBLEM: TOO FEW LEADS
TASK DEFINITION: GENERATE 50% MORE SALES LEADS WITHIN TARGET AUDIENCE DURING THE FIRST QUARTER OF 2015.
NEEDING TO IDENTIFY THOSE WHO HAVE EXPRESSED SOME SORT OF INTEREST OR REQUESTED MORE INFORMATION BY MAGAZINE, EMAIL, OR WEBSITE VISIT.
WHO:TARGET AUDIENCEDEMOGRAPHICS:
•TEENS AGED 14-19, YOUNG ADULTS AGED 20-25,
•ROCK/HEAVY METAL GENRE FANS
MEDIA
OBJECTIVES
REACH OBJECTIVES
PROMOTIONS
• AN INTRODUCTION INTO NEW COMPANY PROMOTIONS LIKE HAND SIGNED GUITARS OR BACKSTAGE PASSES!
AWARENESS
• EXPAND REACH WITH A SIMPLE WEEKLY REMINDER VIA MEDIA COMMUNICATIONS
FREQUENCY OBJECTIVES
• THIS SITUATION REQUIRES HIGHER FREQUENCY OVER REACH.
(TRPS=REACH X FREQUENCY)
WHERE:GEOGRAPHIC OBJECTIVES
SUPPORT THE BUSINESS IN RELATION TO SALES POTENTIAL.
•THERE IS GOOD BRAND DEVELOPMENT IN THE WEST COAST HAS THE HIGHEST SALES PERCENTAGE WITH NEARLY 60%. EAST COAST COMES IN WITH 15% WHILE THE SOUTH ACCOUNTS FOR 20% AND GLOBAL SALES MAKE FOR ONLY 5%.
WHEN:TIMING OBJECTIVES
ALLOCATE ADVERTISING DOLLARS SEASONALLY IN RELATION TO SALES.
• MOST REVENUE OCCURS BETWEEN HALLOWEEN AND CHRISTMAS. ROUGHLY 80% OF THE BUDGET SHOULD BE SPENT DURING THE MONTHS OF OCTOBER-DECEMBER.
MEDIA STRATEGYBASED ON THE BUDGET FROM VENGEANCE UNIVERSITY, THERE ARE ONLY A
FEW MEDIA CLASSES WE WILL EXAMINE AND USE IN OUR MARKETING STRATEGY.
The mix of communications that Vengeance University will implement to increase awareness and chase sales leads will include the following:
Media Selection-Radio
-Magazines-Internet
Radio
•Satellite•Network
Magazines
•National Music Publications
Internet
•Search•Email•Social Networks
TACTICAL PLANNING 2015 January February March April May June July August September October November December
Radio Spot :25s
50%Evening 84 TRPS 80 TRPS 80 TRPS 80 TRPS 85 TRPS 85 TRPS 85 TRPS
50% Late Night
Magazine (P1C)
Guitar Weekly
Rolling Stone
Internet
Paid search engines
Social Media
TEST MARKETINGTEST MARKET SELECTION
• TWO CONTROL MARKETS, AND TWO TEST MARKETS. (WEST COAST, EAST COAST AS CONTROL AND MIDWEST, SOUTH AS TEST MARKETS)
TEST MARKET TRANSLATION
• TESTING SHOULD LAST NO MORE THAN A SIX MONTH PERIOD UNLESS THERE IS A NEED FOR EARLY TERMINATION.
TEST MARKET MEASUREMENT
• MUST USE FIELD RESEARCH IN ORDER TO TRACK PRODUCT SATISFACTION, REACTIONS AND COMMENTS!
IMPLEMENTATION PLAN
NEXT STEPS• APPROVAL________________________________________DEADLINE
• APPROVAL OF TRADITIONAL MEDIA STRATEGY AND PLAN 3/15
• AUTHORIZATION TO PURCHASE RADIO/ MAGAZINE ADS 3/15
• TESTING MARKETS 4/15
• PROMOTIONS APPROVAL 6/15
SOURCES•
•HTTP://WWW.DIGITALMUSICNEWS.COM/PERMALINK/2014/09/09/YOURE-SELLING-T-SHIRTS-GENRE
•HTTP://WWW.IBISWORLD.COM/INDUSTRY/ONLINE-ORIGINAL-DESIGN-T-SHIRT-SALES.HTML
• WWW.VENGENZ.COM
• WWW.FACEBOOK.COM/VENGENZ1
• WWW.TWITTER.COM/VENGENZ_1