waking lights group presentation
DESCRIPTION
Recent Marketing Campaign for an undiscovered band, Waking Lights.TRANSCRIPT
PROJECT: WAKING LIGHTS
Team Members:Jason De RuggieroB.J. JansenVanessa KropacMarc MaiorellaDionne Whitehall
Problem Statement Matt, the leader of the band, Waking Lights,
sought the assistance of Pitch Consulting Services, to grow his fan base and discover more effective ways of executing various functions of the band, leading to increased revenue in the future.
Background Why grow the fan base? Simply put, without
fans there is no possibility of revenue streams. In order for the Waking Lights to become more successful at generating revenue, the band must develop its fan base. By structuring detailed action plans and assisting in various promotion activities, Pitch Consulting Services guided Waking Lights toward accomplishing these objectives over a period of 30 days.
Objectives To develop and increase Waking Light’s fan
base through an integrated marketing campaign.
To guide Waking Lights toward refining its existing procedures in ways that will be more effective and lead to increased revenue.
Components of the Campaign Press Placements Social Media Contests and Giveaways On-Campus Promotions Street Team Re-Organization of Merchandising activities
Why Market through Press Placements? Placements are free! Review, Feature and Article placements garner
more legitimacy vs. buying advertisement space.
Builds goodwill with area media. If your event is “newsworthy,” your “story”
will sell easily to your audience. Reach large amounts of potential audience,
for a fraction of the cost of purchasing advertising space.
Press Placements Goal:Our goal was to achieve at least one press
placement for the band.
Press PlacementsResult: We accumulated 18+ press placements during
the month of April.
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PRESS PLACEMENTS
PRESS PLACEMENTS
Press Placements Results:Steppin’ OutNJ.comNorthjersey.comWayne TodayPioneer TimesBrooklyn Rocks AquarianNJUndergroundDeliRadio Crystal BlueNew Jersey MonthlyMcFly HouseWP 88.7FM
Press Placements Why it worked?Our ability to get placements in area media
hinged on the viability of the story. By centering our “story” with the band around the largest “event” in their monthly schedule, we were able to garner the greatest interest from area media. We also focused on keeping placements relevant to the geographic area of the event.
Social Media – What is it? Why use it? Social media marketing is the process of
promoting your site or business through social media channels and it is a powerful strategy that will get you links, attention and massive amounts of traffic.
Low-cost promotional method. Gives you large numbers of visitors. Potent method that will make your site
profitable over time.
Social Media – Why use it? Here are some reasons why you should
consider using social media: It’s natural It’s defensible It’s low-cost/high returns It complements other efforts
Social Media We focused our campaign mainly around
driving fans and traffic to the band’s Facebook page.
We connected the band’s Facebook, Myspace, Twitter and set them up on Reverbnation.
By connecting these four sites, the band could transmit a unified message on all pages, originating from their Facebook page.
We devised a one month plan to improve content on the Facebook page to draw fans in to “participate” and “interact” with the band instead of remaining passive.
Social Media Goal:Our goal was to increase fans on the band’s
Facebook page by 30% from when we started in mid February. At that time the band the had around 350 fans.
A secondary goal was to increase the post quality, density and interaction on the page.
Social Media Result:We far exceeded that goal, the page is at
1,230+ fans and growing.
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Total Fans
Total Fans
Social Media Result: Per our scripting, posts of content increased,
however less than originally planned due too band cooperation:
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Posts
Posts
Social Media Result: Increased Fan Interaction:
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Total Interactions
Total Interactions
Social Media Result: Increased Traffic to the page:
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Page Views
Page Views
Social Media Result: Increased Consumption of Audio
Content:
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Audio Plays
Audio Plays
Social Media Result: Increased Video Content Consumption:
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Video Plays
Video Plays
Social Media Result: Increased Photo Content Consumption:
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Photo Views
Photo Views
Social Media Why it worked? Activity or the perception thereof breeds
increased activity. By driving outside traffic to the page through fliers, live performances, blogs, links and suggesting to other friends on the site. Once the content and activity became engaging enough other fans began to suggest the page to their friends and thus the fan pool continues to grow. This is what is referred to as viral marketing. The essential long-term goal is to create a web brand through these activities.
Contests and Giveaways Our goal was to increase fan interaction
through instituting various contests and giveaways.
We initially had planned for an increasing density of Social Media based contests and giveaways to climax at the 30th Wayne Firehouse performance, however band cooperation severely limited our control.
Contests and Giveaways The band conducted a handful of extremely
successful trivia contests on their Facebook page. They gave away free downloads as the prize.
The band gave away three 7” LPs on-air during their interview on WP 88.7FM.
The band raffled off a record player and merchandise combo at the Wayne Firehouse show.
Contests and Giveaways Why it worked? Free always works and it gets
people’s attention, easily. Giving away some merchandise can build a fan base and adds quick excitement to any promotion you are incorporating.
On-Campus Promotions
On-Campus Promotions Our goal was to successfully orchestrate four
promotions to boost awareness of the band and also the band’s participation on the Brave-A-Thon.
On-Campus Promotions Posters were placed in high activity areas
around the University including the Student Center, Raubinger Hall, Hunziker Hall and Shea. These advertised: Acoustic On-Campus Performances Brave-A-Thon Performance Wayne Firehouse Performance
Acoustic On-Campus Performance: Pitch Consulting arranged two acoustic
performances for Waking Lights (April 15th and 22nd)
On-campus street team consisting of friends and Phi Mu Alpha members (approximately 10 people).
On-Campus Promotions Acoustic On-Campus Performance:
Several WPU students heard of the band for the first time. Many stopped to watch, or moved closer to study near to the music. Many expressed an interest in attending the concert on April 30th and in viewing the band’s websites.
On-campus street team consisting of friends and Phi Mu Alpha members (approximately 10 people).
Distributed 1,850+ Fliers The acoustic performance on April 22nd attracted
several musicians and music lovers who diverted from their planned activities to play along with the band, or just sit and enjoy the music on the lawn. Some even used chairs as instruments.
On-Campus Promotions
On-Campus Promotions Pitch Consulting arranged for WP 88.7FM to
increase air-play for Waking Lights during the month of April leading up to the concert.
Pitch Consulting secured an interview spot for Waking Lights on WP 88.7FM’s Jersey Fresh program on April 20th.
Jersey Fresh is a weekly program that features local bands.
Several people called in and showed a keen interest in the band.
Mech competitions were held on air and three callers won three 7” LPs
On-Campus Promotions Pitch Consulting hosted a Free Coffee table on
the lawn in front of the Student Center during Waking Light’s performance at the Brave-A-thon on April 23rd.
Anyone walking near to the Student Center entrance could hear live feed of the band’s performance.
More fliers were distributed to invite people to the concert on April 30th
About 15 persons stopped for coffee, but numerous others were given fliers and informed about the band and the upcoming concert.
On-Campus Promotions Challenges:
Restrictive on-campus rules for events Poster Approval Food Approval
Competing with other on-campus events such as wiener-eating contests and South America Days with free food.
Less participants for street team than expected from fraternity.
Chilly weather during the coffee giveaway Waking Light’s performance at the Brave-A-Thon was
on a Friday from 9am-10am. Most people don’t have classes on Fridays, and those who are in classes during that time, so traffic to the coffee stand was very slow.
Street Team Placed posters for the 4/30 event at Morgan-
Stanley-Smith-Barney in Fairfield, NJ; Wells Fargo Advisors, Fairfield, NJ; Merrill Lynch, Wayne, NJ; and Morgan-Stanley-Smith-Barney, Wayne, NJ.
Re-Organization of Merch Spot lighting used for merch table. Previously lighting
was not used Guitar stand with grating used for displaying
merchandise. A display for merchandise had not been done in the past.
Special ran for vinyl and CD purchase. Specials had not previously been done.
Refreshments and lollipops offered at merch table Free drawing for record player and vinyl resulted in 37
new fans added to email fan list Stage announcements for merch table and raffle Directed limited crowd to merch table for drawing Recruited permanent merch girl for this event and future
events
Street Team/Re-Organization of Merch Street team - posters placed at brokerage firms had no impact on
attendance. Merch reorganization - positive results. $31 worth of merchandise was sold. 2 CDs at $8.00 each and a vinyl and CD special for $15 a total of
$31 60 people in attendance $.52 per head sales vs their last 2 appearances where nothing was
sold and at their last show merchandise was stolen. Free drawing for record player and vinyl provided 37 fans added to
their email fan list represented approx. 62% of those in attendance.
None of the other merchandise tables had a display, offered refreshments, candy, or free drawing. It appeared that none of the other bands sold any merchandise or had little action in terms of additional fans added to their email fan list.
Overall Campaign Structure
Conclusion Even with a 45% rate of cooperation from the
band the campaign still was highly successful. Given more time and increased cooperation
from the band, our success rate could be even higher.
Our Facebook campaign was extremely successful although the band posted only 70% of the recommended number of posts.
This type of campaign is universal and lower cost than traditional advertising based alternatives.
Building a brand and a devoted fan base takes time.
Conclusion – Social Media ContentOriginal post
amount Actual postsAV Audio/Visual Band pics music or video content 11 25
EP Event Promotion Performance postings/updates 11 8
GA Giveaways Contests, promotions, giveaways 13 8
LU Live updatesLive mobile updates made by the band members 13 8
ME Merchandise Marketing of Merchandise 2 10
MY MyspaceCross-promotion of Waking Light's Myspace page 3 2
OC Other ContentOther content of pure entertainment value 18 1
PR Public RelationsPostings pertaining to press reviews, write ups or media links 17 2
RV ReverbnationCross-promotion of Waking Light's Reverbnation page 3 0
Total: 91 Total: 64
Conclusion – Wayne Firehouse Show Waking Lights draw was about 60+/- people.
We feel this is low. Attendance at the event was low because it
was not promoted properly. Waking Lights posted a handful of posts of
Facebook and failed to properly leverage the record player on their page.
The event organizers did not advertise or gain any media coverage prior to the event, other than one placement on NJ.com.
Conclusion – Some Facebook Patterns Generally 1% - 5% of your Facebook fan base
become “expected-draw” at live shows. Waking Lights at Wayne Firehouse Show = 5%
Generally 1% - 5% of your Facebook fan base become “participating fans” who buy your merchandise and participate in your posts. Waking Lights = average of 1%
The goal is to increase your “price-per-fan” on your Facebook. Waking Lights PPF = $0.03 for the Month of April.
The End! Questions?