Institution, Marketing and Campaign Strategy: Institution and Marketing Strategy.

What Is Marketing?

"Marketing is the process of communicating the value of a product or ser

vice to customers. Marketing might sometimes be interpreted as the art of selling products, but selling is only a small fraction of marketing. As the term "Marketing" may replace "Advertising" it is the overall strategy and function of promoting a product or service to the customer." - Wikipedia 

How Do Record Companies Use Marketing? 

There are many different ways that companies choose to market their bands. Marketing is used to create awareness of a band and their music as well as to sell any products that that band and their record company have on offer. For a well established mainstream band the main aim of marketing would be to make money by selling albums, tour tickets and merchandising and to let the bands fan-base know that such products are on the market. For a low key, relatively unknown band/ independent record label the main aim of marketing would be to sell the music and to create awareness in order to establish a fan-base.

   

What Marketing Strategies Are There?

Here is a word cloud I created on Wordle naming many different marketing strategies:

I choose to use Bright colours bold background and bold fonts as I think it resembles the techniques used in festival line up posters (See Reading Festival poster Below). Festivals are another marketing strategy that can be used to promote bands.

What Are The Most Popular/ Efficient Strategies?

Our teacher Mr.Barton gave us the task of grouping the marketing methods in the picture below into categories named Desirable, Expensive and Lucrative. This is to help us identify which methods are the most popular, costly and profitable, so that we identify the bests methods for us to use. 

Here are my Categories: 

Desirable- 

Music Videos- Consumers automatically assume that an artist will have a music video, the reason being because music videos are so popular they are an effective way of marketing that every genre uses. Consumers want to see a band, they want to see them performing, they want visuals to compliment the music creating meaning.

Here is a picture of a recently released Twin Atlantic video, pay extra attention to the view count. People love to watch music video's.

Live Performances- Bands love to play music and fans love to see bands live.

Merchandising- Fans love to show which bands they are into by wearing shirts with their logo's on.

Here is a picture of a girl wearing a Nirvana T-shirt. As to from this picture the girl wants to be represented as very rock and rebellious from her facial expression yet we look behind her and we see that she has a poster of Albert Einstein on her wall, suggesting that she is an academic, rebelliously rock people are stereotypically the opposite of academic.  

  

Downloads: Fans love to have  the bands music on their phones and computers to listen to when ever they wish to.

Twitter, Facebook & Myspace page- Lots of fans like to follow their favourite bands on twitter to see what they get up to on a daily basis and use Facebook and Myspace to see any products or services go on sale and to talk about the bands with other fans. Almost every band will have a Myspace, Twitter and Facebook page. 

Viral Competitions/ Freebies & Giveaways - Fans love to be get involved with their favourite bands and to get free stuff so entering competitions are a good way to do both. 

TV Adverts- Are a good way for a fan to see when albums are released and tour tickets are available.

Other desirable methods include appearances, print adverts and reviews.

Here is a video of Twin Atlantics Television Advert promoting their Autumn 2012 tour.

Expensive-  

Music Video's- Music video's can be expensive to make. You would need equipment i.e cameras, directors, actors ect. All are very costly. Here is a Picture showing roughly the costs of video production according to the iVideo Production website, They suggest that a high quality video should cost atleast £4,250.

Tours- Tours are expensive as you have to hire venue's, instruments ect.

TV Adverts- Tv Advertisement is extremely expensive.

Other expensive marketing methos include merchandising, freebies & giveaways, print adverts and webistes. 

Lucrative- The most profitable forms of marketing are tours, releasing a single and merchandising because a band actually makes money by selling tour tickets, singles (Yet most singles also have video's made for them and this can be expensive) and clothes.

What Marketing Strategies Are Used In The Rock Music Genre? 

I've made a short video on Windows Live Movie Maker to show some marketing strategies that a similar rock band has used:

(All pictures were found on Google Images). 

HENTER VIDEO HERE

Bibliography:

http://en.wikipedia.org/wiki/Marketing

http://www.ivideoproduction.co.uk/so-how-much-does-video-production-cost/

http://www.wordle.net/

Twin Atlantic: 

https://www.google.co.uk/search?hl=en&newwindow=1&q=twin%20atlantic&um=1&ie=UTF-8&tbm=isch&source=og&sa=N&tab=wi&ei=_NiWUKf_G8rD0QXYoIGIBw&biw=1440&bih=766&sei=_tiWUM-CHuaT0QWm9YGQAQ

By Connie Ball. 

Digipak Inspiration:

Mood Board:

Contact with actors:

Wednesday 21st September 2012-

 

Following the recent set back of our 2nd band bailing on us!!!!! I have learnt that it is incredibly important to keep in regular contact with our actors so that we and they know exactly what's going on.
As you know from last weeks video diary, we could not film because our band could not act in the video any more. We are now 3/7 weeks into our deadline and we music start filming something by the end of this week.
So I sent and e-mail to all of our actors (Magdalena, Alyssa, Adam) asking them if they are free-

I also sent an e-mail to our new band stating the information they will need before the shoot and to ask them when they're free-

 

- By Connie Ball.

 

 

 Monday 19th November-
Today we decided to take action and find the actors we are missing. I found out yesterday that our the actor playing our ghost (Tasha) cannot act for us anymore. So I asked my close friend Mag to act instead and she agreed.
Mag-

Mag will be casted as the ghost as she has soft and pale features which will be emphasised when edited. She also has previous acting experience and is very reliable.

-By Connie Ball

 

Saturday 3rd November 2012-

While at a local fireworks display Kieran and I met up with our friends Tasha Chapman and Sean Middleton. Tasha said that she would like to have some more acting experience to put on her show reel inorder to ensure her place on a Theatre course at university next year. I thought that she would be perfect to play the ghost in our music video as she has pale face, with big almost scary eyes and has tons of acting experience. She thankfully said yes.

Tasha-

 

-By Connie Ball.

 

Tuesday 23rd October-

We needed somebody we could rely on for the main character Alice. We also needed someone we knew could act. That is why I decided to cast my close friend ironically called Alice too. I called her up and asked her and she said yes. It is important that our actors have experience as it is time consuming to work with people who do not know how to act well. That is why Alice is perfect as she has lots of experience. She also has a look that is exactly what we want, rough but pretty, rebelious teen.

Alice-

   

 

- By Connie Ball

 

 

 

 

 

 

References and Inspiration Prezi

Marketing Strategy - Question 1 on Prezi

Production Schedule 25/11/12

Production Schedule for 24/11/12

Risk Assessment for our Locations

Planning for my Digipak Idea - Kieran

Anamatic:

We used our storyboard to create an anamatic to get an idea of how many shots we need and what times they come in. follow this link:

http://conniemediaa2production.blogspot.co.uk/2012/11/anamatic.html

Shot List:

Here is the shot list I have created using Excel inorder to organise our video shoot. We will use it on the day as a rough guide to all the shot types we are using. This is benifical as it is important that we follow the "Rule of Thirds" and clearly use shot types and angles inorder for our video to look high quality.

Here is our shot list:

Call Sheet:

This is our Call Sheet which I created on Excel, we will use this to log all the numbers of the people invoulved in production so that they are easily contacted. We also have the numbers of every members next of kin incase anything happens to them during the video shoot. This is an important saftey precaution and we will be sure to provide every member of the production team with a call sheet on each day of filming.

 

Here is the call sheet:

Costume Design:

Alice-

For Alice's costume we want her to wear the typical clothes for the rock subculture...

Here is Alice's costume 

We chose a short skirt to show that Alice's is off the rails and rebellious, that she is not afraid to get her skin out and that she is sexualised. We chose a denim skirt with rips in them as they are of the grunge/rock look. 

 

We choose a black corseted to as corsets are of the rock genre (goths) black is also a comon colour within rock and represents her dark, rebellious personality.

 

 

We choose black boots as they look like Doctor Martin's which are largely worn by people into the rock music.



 

 

We choose a leather jacket as it is typical of the rock genre.

 

We used a lot of eye-liner as that is a key characteristic of many cultures in the rock genre. Backcombed hair is common in the "scene culture" and we used red lipstick to represent that anger that Aice is feeling. She is almost devilish and red is the colour of the devil.

 

 

Test Shots of Actors:

We took test shots of Alice to see how her hair and make-up will look when filming.
Connie: Hair & Make-up
Kieran: Photography.
This is the hair and make-up that Alice will be wearing. See Costume design for reasons why.

The reason Alice is pulling the face she is, is so that we can see what she might look like when she is in character. Because the character is rebellious we want her to look dangerous.

Production Schedule:

Here is the production schedule i created in order to organise our shoot. It is important we stick to this so that our days are not to long and exhausting.

Storyboard:

I created a storyboard so that we know what all of the shots are going to look like when we get filming. I ensured that I stuck to the rule of thirds the best I could although my drawings are shocking. There are 114 pictures which will translate into 212 shots when we use different angles ect.