waking lights group presentation

42
PROJECT: WAKING LIGHTS Team Members: Jason De Ruggiero B.J. Jansen Vanessa Kropac Marc Maiorella Dionne Whitehall

Upload: bjjansen

Post on 10-May-2015

339 views

Category:

Documents


0 download

DESCRIPTION

Recent Marketing Campaign for an undiscovered band, Waking Lights.

TRANSCRIPT

Page 1: Waking Lights Group Presentation

PROJECT: WAKING LIGHTS

Team Members:Jason De RuggieroB.J. JansenVanessa KropacMarc MaiorellaDionne Whitehall

Page 2: Waking Lights Group Presentation

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.

Page 3: Waking Lights Group Presentation

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.

Page 4: Waking Lights Group Presentation

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.

Page 5: Waking Lights Group Presentation

Components of the Campaign Press Placements Social Media Contests and Giveaways On-Campus Promotions Street Team Re-Organization of Merchandising activities

Page 6: Waking Lights Group Presentation

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.

Page 7: Waking Lights Group Presentation

Press Placements Goal:Our goal was to achieve at least one press

placement for the band.

Page 8: Waking Lights Group Presentation

Press PlacementsResult: We accumulated 18+ press placements during

the month of April.

4/1/

2010

4/3/

2010

4/5/

2010

4/7/

2010

4/9/

2010

4/11

/201

0

4/13

/201

0

4/15

/201

0

4/17

/201

0

4/19

/201

0

4/21

/201

00

0.5

1

1.5

2

2.5

3

3.5

PRESS PLACEMENTS

PRESS PLACEMENTS

Page 9: Waking Lights Group Presentation

Press Placements Results:Steppin’ OutNJ.comNorthjersey.comWayne TodayPioneer TimesBrooklyn Rocks AquarianNJUndergroundDeliRadio Crystal BlueNew Jersey MonthlyMcFly HouseWP 88.7FM

Page 10: Waking Lights Group Presentation

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.

Page 11: Waking Lights Group Presentation

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.

Page 12: Waking Lights Group Presentation

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

Page 13: Waking Lights Group Presentation

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.

Page 14: Waking Lights Group Presentation

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.

Page 15: Waking Lights Group Presentation

Social Media Result:We far exceeded that goal, the page is at

1,230+ fans and growing.

3/1/

10

3/3/

10

3/5/

10

3/7/

10

3/9/

10

3/11

/10

3/13

/10

3/15

/10

3/17

/10

3/19

/10

3/21

/10

3/23

/10

3/25

/10

3/27

/10

3/29

/10

3/31

/10

4/2/

10

4/4/

10

4/6/

10

4/8/

10

4/10

/10

4/12

/10

4/14

/10

4/16

/10

4/18

/10

4/20

/10

0

200

400

600

800

1000

1200

Total Fans

Total Fans

Page 16: Waking Lights Group Presentation

Social Media Result: Per our scripting, posts of content increased,

however less than originally planned due too band cooperation:

3/1/

10

3/3/

10

3/5/

10

3/7/

10

3/9/

10

3/11

/10

3/13

/10

3/15

/10

3/17

/10

3/19

/10

3/21

/10

3/23

/10

3/25

/10

3/27

/10

3/29

/10

3/31

/10

4/2/

10

4/4/

10

4/6/

10

4/8/

10

4/10

/10

4/12

/10

4/14

/10

4/16

/10

4/18

/10

4/20

/10

0

1

2

3

4

5

6

Posts

Posts

Page 17: Waking Lights Group Presentation

Social Media Result: Increased Fan Interaction:

3/1/

10

3/4/

10

3/7/

10

3/10

/10

3/13

/10

3/16

/10

3/19

/10

3/22

/10

3/25

/10

3/28

/10

3/31

/10

4/3/

10

4/6/

10

4/9/

10

4/12

/10

4/15

/10

4/18

/10

4/21

/10

0

5

10

15

20

25

Total Interactions

Total Interactions

Page 18: Waking Lights Group Presentation

Social Media Result: Increased Traffic to the page:

3/1/

10

3/3/

10

3/5/

10

3/7/

10

3/9/

10

3/11

/10

3/13

/10

3/15

/10

3/17

/10

3/19

/10

3/21

/10

3/23

/10

3/25

/10

3/27

/10

3/29

/10

3/31

/10

4/2/

10

4/4/

10

4/6/

10

4/8/

10

4/10

/10

4/12

/10

4/14

/10

4/16

/10

4/18

/10

4/20

/10

0

100

200

300

400

500

600

Page Views

Page Views

Page 19: Waking Lights Group Presentation

Social Media Result: Increased Consumption of Audio

Content:

3/1/

10

3/4/

10

3/7/

10

3/10

/10

3/13

/10

3/16

/10

3/19

/10

3/22

/10

3/25

/10

3/28

/10

3/31

/10

4/3/

10

4/6/

10

4/9/

10

4/12

/10

4/15

/10

4/18

/10

4/21

/10

0

5

10

15

20

25

30

35

40

45

50

Audio Plays

Audio Plays

Page 20: Waking Lights Group Presentation

Social Media Result: Increased Video Content Consumption:

4/17/10 4/18/10 4/19/10 4/20/10 4/21/100

10

20

30

40

50

60

Video Plays

Video Plays

Page 21: Waking Lights Group Presentation

Social Media Result: Increased Photo Content Consumption:

3/1/

10

3/3/

10

3/5/

10

3/7/

10

3/9/

10

3/11

/10

3/13

/10

3/15

/10

3/17

/10

3/19

/10

3/21

/10

3/23

/10

3/25

/10

3/27

/10

3/29

/10

3/31

/10

4/2/

10

4/4/

10

4/6/

10

4/8/

10

4/10

/10

4/12

/10

4/14

/10

4/16

/10

4/18

/10

4/20

/10

0

20

40

60

80

100

120

140

160

180

200

Photo Views

Photo Views

Page 22: Waking Lights Group Presentation

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.

Page 23: Waking Lights Group Presentation

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.

Page 24: Waking Lights Group Presentation

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.

Page 25: Waking Lights Group Presentation

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.

Page 26: Waking Lights Group Presentation

On-Campus Promotions

Page 27: Waking Lights Group Presentation

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.

Page 28: Waking Lights Group Presentation

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).

Page 29: Waking Lights Group Presentation

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.

Page 30: Waking Lights Group Presentation

On-Campus Promotions

Page 31: Waking Lights Group Presentation

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

Page 32: Waking Lights Group Presentation

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.

Page 33: Waking Lights Group Presentation

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.

Page 34: Waking Lights Group Presentation

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.

Page 35: Waking Lights Group Presentation

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

Page 36: Waking Lights Group Presentation

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. 

Page 37: Waking Lights Group Presentation

Overall Campaign Structure

Page 38: Waking Lights Group Presentation

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.

Page 39: Waking Lights Group Presentation

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

Page 40: Waking Lights Group Presentation

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.

Page 41: Waking Lights Group Presentation

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.

Page 42: Waking Lights Group Presentation

The End! Questions?