The product is a new studio album by the band The Heretics, titled 'Bloodshot Eyes'. The album itself will be released on the eleventh of January 2013, with a couple of singles being released beforehand.
The product's main drive will be the band's new single, 'Alpha', which will feature as one of the band's pre-release singles.
Marketing Mix
I will be using several marketing elements to promote the product, including things like music store promotions (live guest performances, interviews in-store, etc.), announcements on social networking sites like Twitter and Facebook, print ads on billboards and flyers, features in music magazines like interviews, adverts and reviews. Website promotions, Single releases and tours will also be promoted to help herald the product.
Aims of the Campaign
The main aim of the campaign is to promote the release of The Heretics' 2013 studio album.
Other hopes for the campaign include being able to raise the band's profile and gather a new audience. as well as hopefully dismissing the common stereotype that the band is an Emo-Rock band by changing the band's musical direction to appeal to more audiences.
Review of the Current Market
Strengths
- Other related genres like Punk and Metal provide a large marketing audience for the band, ensuring that they will gain a sizable cult following and a good sized audience.
- The success of the band's previous album provides a good basis for the success of their upcoming album, with the band having had several hits with their first album.
- Virgin Records' large financial fundings ensure that the band will have a good basis for marketing with a large advertising campaign.
Weaknesses
- The band's reputation for vulgar or violent lyrics makes it hard to convince the public that the band has taken a new direction and are exploring new genres, thus making it more difficult to draw in new audiences
- The advertising campaign does not use mainstream methods such as T.V ads, instead relying on internet advertising to spread word of the band's new single.
- Although the market research has been thorough, the band's current audience is restricted to a minority population, which may be difficult to expand on.
Opportunities
- Mainstream artists are looking to collaborate with other artists, providing an opportunity to make the band more well-known through collaborating with mainstream artists.
- The band's first album gives them a foundation from which to spread recognition, hopefully gathering a wider audience.
Threats
- Mainstream genres like dubstep, hip-hop and pop threaten to overshadow less mainstream genres such as Grunge, Punk and Metal.
- The Heretics face competition from already-established bands like Breaking Benjamin and Panic! At The Disco, both of which have already released several albums, making it harder to establish The Heretics as a serious band.
Potential Market
The potential market has been identified as fairly national, with the Heretics having gathered a cult following from all over the U.K, although a minority of fans exist abroad, there aren't enough to consider making a global campaign for.
The potential market has been identified as fairly national, with the Heretics having gathered a cult following from all over the U.K, although a minority of fans exist abroad, there aren't enough to consider making a global campaign for.
A typical 'Heretic' is cast in the generic appearance of a goth or even a Steampunk fan (Due to the band's past iconography). Most will wear dark clothing or the band's new primary colours (white and red), though this shouldn't be taken to account for all fans. The market is predominantly male, due to the band's past reputation for violent and vulgar lyrics.
Some may wear band-branded clothing released with the last album, though again this will be a minority.
Income will range between fans, though generically most are imagined to have average or lower income, making it necessary to make band-branded merchandise cheap.
The age range is generally anywhere between seventeen and thirty, with the large majority being college or university students, once more making it necessary to make merchandise cheaper than it would normally be.
The album has a darker atmosphere, which fans have come to expect, which is why the new album, like the last one, will be released in winter.
Indirect Advertisement
An advertisement will be published in the next issue of NME, promoting the new album.
The advert will feature a stark white background, and will also have the ballroom mask featured in the previous advert, lying shattered and broken on the floor. The lyrics for the opening verse of Alpha will also feature, hovering just above the ballroom mask as the background fades from white to black.
Direct Advertisement
A survey will be posted on the band's Facebook account, prompting viewers to take part and vote for what they'd like to see return from the band's previous work, what they want the band to do in their future work, what their three most favorite tracks from the previous album are and what they think of the band's new direction and iconography. Completion of the survey will allow viewers access to a one-minute sample of the song Alpha.
Promotion
An interview will be published in NME magazine with the band's lead singer, discussing the new album and the band's new direction. Subjects such as the band's new direction, their iconography, their musical style and the style of their lyrics will also be discussed.
An upcoming music video for the song Alpha will also be discussed.
Another song from the new album, Grey Lady, will be used in a music video for the game Dishonoured, to promote both the game and the album.
A music video for Alpha will come out shortly before the album's release, featuring the band playing on a spherical platform, surrounded by multicoloured lights.
Audience Feedback
The campaign has opened several opportunities for audience feedback.
The Facebook survey released with the Alpha sample on the 2nd of December will allow for both audience feedback about the band's new musical style, and fan opinions on the advertising style and what they would like to see in the new album.
Lady Grey, the song featuring in the music video for the game Dishonored on the 23rd of December, will be released on the band's Youtube account, allowing for audience feedback regarding the music and the band's new style.
Additionally, the music video for Alpha, released on the 29th December, will be shown on both Facebook and Youtube, allowing for audience feedback through both websites regarding the band's new colours, musical style, and most importantly, feedback regarding the new video overall.
The band value audience feedback and opinion, and will look at each opportunity for audience feedback personally, and regularly.
Official Bodies
BARB
BARB's role in the campaign is a minor one, that will track the placing of the music video for Alpha in the weekly UK charts, regularly broadcast on channels like 4Music, Kerrang! and other music channels.
RAJAR
The role of RAJAR in conjunction to the new album will most likely include observing how many people end up listening to pre-release tracks aired on radio, using the traditional sample method along with RAJAR's continuous diary survey.
Audit Bureau of Circulations
The ABC will be working to ensure that the quality of the tracks aired on radio meet with the standards set by the media industry, and will take steps to ensure anything that doesn't meet with those standards can be altered.
ASA
The ASA will fulfill their trademark role of ensuring that advertisement for the campaign is acceptable and enjoyable. ASA will be monitoring the campaign as it progresses to ensure it continues to meet standards.
CAP
Working in conjunction with the ASA, the CAP will be working to ensure the campaign's advertising methods are legal and ethical. Any advertisements or methods of advertising will be passed along to the CAP before going public to ensure that they meet the required standards.
The age range is generally anywhere between seventeen and thirty, with the large majority being college or university students, once more making it necessary to make merchandise cheaper than it would normally be.
The album has a darker atmosphere, which fans have come to expect, which is why the new album, like the last one, will be released in winter.
Indirect Advertisement
An advertisement will be published in the next issue of NME, promoting the new album.
The advert will feature a stark white background, and will also have the ballroom mask featured in the previous advert, lying shattered and broken on the floor. The lyrics for the opening verse of Alpha will also feature, hovering just above the ballroom mask as the background fades from white to black.
Direct Advertisement
A survey will be posted on the band's Facebook account, prompting viewers to take part and vote for what they'd like to see return from the band's previous work, what they want the band to do in their future work, what their three most favorite tracks from the previous album are and what they think of the band's new direction and iconography. Completion of the survey will allow viewers access to a one-minute sample of the song Alpha.
Promotion
An interview will be published in NME magazine with the band's lead singer, discussing the new album and the band's new direction. Subjects such as the band's new direction, their iconography, their musical style and the style of their lyrics will also be discussed.
An upcoming music video for the song Alpha will also be discussed.
Another song from the new album, Grey Lady, will be used in a music video for the game Dishonoured, to promote both the game and the album.
A music video for Alpha will come out shortly before the album's release, featuring the band playing on a spherical platform, surrounded by multicoloured lights.
Audience Feedback
The campaign has opened several opportunities for audience feedback.
The Facebook survey released with the Alpha sample on the 2nd of December will allow for both audience feedback about the band's new musical style, and fan opinions on the advertising style and what they would like to see in the new album.
Lady Grey, the song featuring in the music video for the game Dishonored on the 23rd of December, will be released on the band's Youtube account, allowing for audience feedback regarding the music and the band's new style.
Additionally, the music video for Alpha, released on the 29th December, will be shown on both Facebook and Youtube, allowing for audience feedback through both websites regarding the band's new colours, musical style, and most importantly, feedback regarding the new video overall.
The band value audience feedback and opinion, and will look at each opportunity for audience feedback personally, and regularly.
Official Bodies
BARB
BARB's role in the campaign is a minor one, that will track the placing of the music video for Alpha in the weekly UK charts, regularly broadcast on channels like 4Music, Kerrang! and other music channels.
RAJAR
The role of RAJAR in conjunction to the new album will most likely include observing how many people end up listening to pre-release tracks aired on radio, using the traditional sample method along with RAJAR's continuous diary survey.
Audit Bureau of Circulations
The ABC will be working to ensure that the quality of the tracks aired on radio meet with the standards set by the media industry, and will take steps to ensure anything that doesn't meet with those standards can be altered.
ASA
The ASA will fulfill their trademark role of ensuring that advertisement for the campaign is acceptable and enjoyable. ASA will be monitoring the campaign as it progresses to ensure it continues to meet standards.
CAP
Working in conjunction with the ASA, the CAP will be working to ensure the campaign's advertising methods are legal and ethical. Any advertisements or methods of advertising will be passed along to the CAP before going public to ensure that they meet the required standards.
No comments:
Post a Comment