marketing strategy documentation
DESCRIPTION
SAE Institute, London : Marketing Strategy documentationTRANSCRIPT
Pitch Presentation Option B:
Marketing Campaign & Group
Presentation
Andrew Fisun -- 16506Barry Jarman -- 16468
Lee Miles -- 16866Mark Minors -- 16871
FDHE1012
Module 502
Word Count: 2,164
AbstractLeft at the Cinema is a music video production company with a desire to produce cinematic music videos. Following analysis of prospective competitor companies, and targeted market research, a marketing strategy that focusses on internet-based social networking will be employed.
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Introduction! 1
Strategic Marketing! 2
Competitor Analysis! 2
Vendor Scoring Matrixes! 4
Market Research! 6
Brand! 13
Assets! 14
Font! 15
Website! 15
Marketing Strategy! 19
Video Channels! 19
Social Networks! 20
Film Production! 20
Promo Networks! 20
Music Forums! 20
Showreel! 21
References ! 22
Bibliography ! 23
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Introduction
Left at the Cinema is a Music Video Production Company. This type of company was decided upon because of a number of factors:✦Experience -- Between the group, five music videos have already been produced and released. Head of Department roles undertaken across those music videos include Producer, Director, Director of Photography and Editor.✦Format -- Music videos are generally 3 to 5 minutes in length; a duration which means, for simple concepts, production can take place in a single day, thereby making the production process relatively simple to manage. This also allows for multiple projects to be run concurrently, which, in terms of business model, ensures the company, if well run, has the scope to be profitable.✦Creative Choice -- There are no rules in music videos. They are the ultimate creative sandpit. All members of the group have aspirations to create feature films in the future, so music videos are the perfect medium in which to nurture and develop film-making skills.✦Taste -- All members of the group enjoy music and the creative freedom which music videos offer.✦Sound -- All members of the group are currently film students. By initially focussing on music videos, the need for location and post production sound recording is greatly diminished, meaning the group can focus on the video production and post production aspect of the film-making process.
This document will discuss the choices involved in formulating a marketing strategy for Left at the Cinema, before detailing the marketing plan itself, including Brand, Website and Social Media strategies. Each section was project managed by one member of the group, so team member profiles have been included to outline that decision-making process.
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Strategic Marketing
Project Manager: Mark Minors (16871)Bio: Mark is a Six Sigma qualified project manager with six years experience in the private sector. In this time, he has managed the awards process for Financial Systems Design & Implementation contracts, including vendor scoring matrixes. This made him the ideal candidate to manage Left at the Cinema’s Competitor Analysis.
Competitor Analysis
As a start-up company, the primary focus for the strategic aspect of the Left at the Cinema marketing campaign focussed on competitors within London. Despite already having made enough music videos to warrant a showreel, the dearth of production companies within the capital made them the key competitors in an already competitive market.
Using Google and personal contacts within the music business, a list of competitor music video production companies was drawn up, and each one analysed using the SWOT method (Strengths, Weaknesses, Opportunities, Threats). The results were as follows:
Abou! Client" Contac!
Showree#
Company Strength Weakness Opportunity Threat Price
NTSH London Roster of directors
Budget-look to content
Cinematic film-making
Choice of directors/budgets Up to £10,000
DHP Studios Studio; Graphics; Corporate
Music video clients
Diverse music vid portfolio Strength of clients Up to £10,000
Music Video Production
Offer lots of ‘free’ incentives Very amateur Quality of output None £100
London Music Video
ARRI; Open & friendly brand
No marquee clients
Size of online network
Strength of testimonials £795 - £10,000+
Digital Snowball Deep mix of clients; Edit suite
Big range of products/services
Focus on music videos
High profile clients £10,000+
Blind Aura Pictures
Big label connections Website Brand Established high-
level client base Up to £10,000
Cold City Media Experienced personnel
Single director; broken weblinks Choice of director Studio space &
related contacts Up to £10,000
Lightening Productions A* clients No low or mid
range clientsLow & mid-range
artists Location £10,000+
Mediamind Professional appearance
“World” music bias
Non-corporate outlook Afro-pop Up to £10,000
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The following observations were made as a result of the SWOT analysis.Firstly, competitors such as Lightening Productions are the market leaders and, as a start-up, Left at the Cinema cannot yet compete with their like. Secondly, and conversely, there are vendors in the market place who already offer no real competition to Left at the Cinema, such is the poor quality of the branding and output on offer. A company that falls into this category is Music Video Production. Lastly, there are a number of companies who, to Left at the Cinema, represent achievable targets because of particular weaknesses. For example, London Music Video, whilst having excellent feedback from their clients, have not produced music videos for any marquee clients, and also have little or no social media exposure. This represents an opportunity for Left at the Cinema to overtake them through a sustained and targeted social media campaign.Additionally, those vendors who represent an achievable target for Left at the Cinema tend to charge up to £10,000 for their productions. In order to be profitable, the smallest amount chargeable for a music video (one day shoot, lo/no location fee, minimal crew) is approximately £500.Finally, as A-list clients represent an aspirational target for Left at the Cinema, the SWOT analysis suggests independent artists and record labels should be the focus of any marketing campaign.
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Vendor Scoring Matrixes
In addition to the SWOT analysis, each competitor was scored out of five based on the quality of their website, Google/online presence, client base and music videos, giving a potential maximum total score of twenty. The results follow:
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Company Website Google Clients Videos TOTAL
NTSH London 4 4 4 3 15
DHP Studios 2 4 4 3 13
Music Video Production 1 1 1 1 4
London Music Video 3 2 4 3 12
Digital Snowball 4 4 4 3 15
Blind Aura Pictures 4 5 4 5 18
Cold City Media 4 5 4 4 17
Lightening Productions 4 5 5 5 19
Mediamind 4 1 2 2 9
These results suggest the likes of Blind Aura Productions, Cold City Media and Lightening Productions represent aspirational targets for Left at the Cinema, whilst Music Video Production and Mediamind are easily surpassed. As a start-up, this leaves NTSH London, DHP Studios, London Music Video and Digital Snowball as realistic targets for Left at the Cinema.In order to compete with DHP Studios, a professional and effective website would benefit Left at the Cinema, whilst a well-managed social media network and search engine optimisation would account for London Music Video.All four competitors scored 4/5 for client base and 3/5 for the quality of their music videos. This suggests that a strategy which plans for a growing client base, targeting higher and higher quality clients over the next two years, would see Left at the Cinema compete,
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whilst a strong focus on the quality of music video output would see them surpass these four competitors.
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Market Research
Project Manager: Andrew Fisun (16506)Bio: Before pursuing his passion in film-making, Andrew attended a five-year course at the Moscow National Institute of Business (NIB). He left the institute as a fully qualified marketing diploma graduate. He spent three years working for an online retailer as a marketing manager. His responsibilities included coordinating the company’s market research as well as promotional and advertising efforts. As such, he is best qualified to conduct Left at the Cinema’s market research.
Following the SWOT analysis, the conclusion was reached that, in order to best compete and succeed in the music video production market, the company would initially have to focus its marketing strategy on independent artists and record labels.It was therefore decided that the most effective way to conduct market research was through a targeted questionnaire. This allowed Left at the Cinema to focus our marketing efforts specifically on our target audience, at minimum cost.The questionnaire consisted of ten questions designed to discover the buying behaviour of potential customers. For example, what qualities a prospective client looks for in a music video production company, and what price range they are comfortable with for the production of their music videos.The questionnaire was distributed electronically to Audio students at SAE Institute London, and to numerous independent UK-based records labels. The results allowed Left at the Cinema to develop an informed and effective marketing strategy.
The results of the questionnaire follow.
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Abou! Client" Contac!
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19%
8%
73%
Artist Promotor Record Label Manager
What is your role in the music industry?
What is the most you would be willing tospend on a single music video?Abou! Client" Contac!
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Responses
0 3 6 9 12
<100 101-499 500-999 1000-2999 3000+
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Abou! Client" Contac!
Showree#
0
6
12
18
24
Responses
TV YouTube Vimeo Others
Where do you watch music videos mostoften?
Abou! Client" Contac!
Showree#
0
3
6
9
12
Responses
Performance Narrative Concept Other
What types of music video do you prefer?
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What is your most important considerationwhen picking a video production company?Abou! Client" Contac!
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13%
78%
9%
Price Quality Location Experience
Abou! Client" Contac!
Showree#
0
4
8
12
Responses
Not at all Slightly Moderately Quite Extremely
How important is price when choosing amusic video production company?
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How important is quality when choosing amusic video production company?Abou! Client" Contac!
Showree#
0
6
12
18
24
Responses
Not at all Slightly Moderately Quite Extremely
Abou! Client" Contac!
Showree# How important is location when choosing amusic video production company?
0
2.5
5
7.5
10
Responses
Not at all Slightly Moderately Quite Extremely
10
How important is experience when choosing a music video production company?Abou! Client" Contac!
Showree#
0
2.5
5
7.5
10
Responses
Not at all Slightly Moderately Quite Extremely
Abou! Client" Contac!
Showree#
Responses
0 7 14 21 28
TV Internet Radio Newspaper Other
How would you find a production company?
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These results led Left at the cinema to the following conclusions:✦Marketing should be focussed on independent artists.✦Quality of content should be the primary concern of any marketing campaign✦Prices should range from £500 up to £10,000✦Left at the Cinema should increase its market share by solidifying and increasing its online presence
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Brand
Project Manager: Barry Jarman (16468)Bio: Barry is a former professional photographer turned Cinematographer/Colourist, so has the keenest of eyes for those things of aesthetic beauty and visual power. As a visual arts company, Left at the Cinema requires a brand that stands out and says who we are, what we do and how we do it. Barry is the man to deliver that brand.
The Left at the Cinema concept is to make cinematic-looking music videos. The brand needs to be modern and contemporary but with a retro look and feel to show how we hark back to the qualities and ideals of professional film-making.
(http://logofaves.com/wp-content/uploads/2011/04/folky_m.jpg)(http://logofaves.com/wp-content/uploads/2010/08/reforge_m.jpg)
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AssetsThe following assets have been created for use on the Left at the Cinema website and on social network profiles. A simple left arrow makes up the graphic part of the Left at the Cinema logo. It is simple and recognisable and can be applied without the company name in a logo itself.
Abou! Client" Contac!
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Abou! Client" Contac!
Showree#!
Abou! Client" Contac!
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Abou! Client" Contac!
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!
Abou! Client" Contac!
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The muted colour scheme contrasts well against the clean white background of a website or a computer screen. It was created using Adobe Kuler as that allows export into the Adobe Creative Suite. The colours were chosen based on colour theory, as explained in the following:
FontThe Left at the Cinema font was chosen as it is in keeping with script-style fonts evident in a lot of logos from the age before computer aided design. For any body text, a clean san serif font was required so it would be web friendly and easy to read. Helvetica was chosen as it encompasses these properties.
WebsiteFollowing current trends in web design, the Left at the Cinema website has a clean, uncluttered look. Although shying away from some of the current conventions, the site is still clear and easily navigable. A white background means easy reading and contrasts well against the assets. Also, due to the infinite variety of screen sizes across devices, the white background translates well to all. Finally, the site retains the simplicity of the brand in combining the elements together into a cohesive online presence:
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Abou! Client" Contac!
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Abou! Client" Contac!
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Abou! Client" Contac!
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Abou! Client" Contac!
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Abou! Client" Contac!
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Abou! Client" Contac!
Showree#
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat.
Abou! Client" Contac!
Showree#
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Abou! Client" Contac!
Showree#Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Typi non habent claritatem insitam; est usus legentis in iis qui facit eorum claritatem. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius. Claritas est etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum. Mirum est notare quam littera gothica, quam nunc putamus parum claram, anteposuerit litterarum formas humanitatis per seacula quarta decima et quinta decima. Eodem modo typi, qui nunc nobis videntur parum clari, fiant sollemnes in futurum.
Abou! Client" Contac!
Showree#
Abou! Client" Contac!
Showree#Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Typi non habent claritatem insitam; est usus legentis in iis qui facit eorum claritatem. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius. Claritas est etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum. Mirum est notare quam littera gothica, quam nunc putamus parum claram, anteposuerit litterarum formas humanitatis per seacula quarta decima et quinta decima. Eodem modo typi, qui nunc nobis videntur parum clari, fiant sollemnes in futurum.
Abou! Client" Contac!
Showree#
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Abou! Client" Contac!
Showree#Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Typi non habent claritatem insitam; est usus legentis in iis qui facit eorum claritatem. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius. Claritas est etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum. Mirum est notare quam littera gothica, quam nunc putamus parum claram, anteposuerit litterarum formas humanitatis per seacula quarta decima et quinta decima. Eodem modo typi, qui nunc nobis videntur parum clari, fiant sollemnes in futurum.
Abou! Client" Contac!
Showree#
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Marketing Strategy
Project Manager: Lee Miles (16866)Bio: Prior to joining the creative industries, Lee spent two years on the stand-up comedy circuit, playing to crowds in London and beyond. He is a real people person. There is no-one better to lead the social face of Left at the Cinema.
A combination of the competitor analysis and market research led Left at the Cinema to conclude that a formidable online presence, combining brand and website with a pervasive social media campaign was the ideal strategy to promote the company and challenge the market place. Five groups of networks have been identified for the campaign, and each is discussed below.
Video ChannelsMarket research suggests the whole target market goes to YouTube and Vimeo to watch music videos. A branded presence on both channels for Left at the Cinema is therefore essential to any successful marketing campaign, and should be supplemented by regular commentary on relevant postings. Additionally, marketing within YouTube, via their advertising mechanisms should be considered.
(http://www.thedrum.com/uploads/drum_basic_article/112604/main_images/YouTube.jpg)(https://secure-a.vimeocdn.com/images_v6/logo.png)
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Social NetworksTwitter, Facebook and Instagram are where the news, trends and memes start in 2014. By generating a large Twitter following, Facebook ‘likes’ and Instagram followers, a company’s exposure can mushroom. In order to succeed, a successful production company must actively nurture its social network base, providing regular updates and content for its followers.In addition, Facebook advertising, whereby Facebook users are targeted for an advert based on their ‘Likes’ can be a hugely successful ploy. For a very small outlay, a vast number of users can be targeted directly.Finally, Linkedin is the prime professional social networking site. Left at the Cinema should also build a presence on this site.
Film ProductionWith aspirations to eventually work in feature films, a history of productions and credits are essential to any film-maker. Profiles on IMDB and other, independent film-making networks such as Raindance and Shooting People can open doors to new projects and opportunities.
Promo NetworksThe music video industry is vast. In this day and age, most artists require a music video in order to be heard above the noise of all the competing artists. Promo News and Radar Music Videos are sites tailored for industry professionals, aimed specifically at Directors and those people seeking Directors. An up-and-coming production company has the opportunity to compete directly with established film-makers by creating profiles on these sites.
Music ForumsWhere better to scout for prospective clients than on the sites music aficionados frequent? Drowned In Sound, Pitchfork and NME host some of the largest music-centric internet forums on the planet where, every day, fans, musicians and labels interact directly with each other. Another excellent opportunity for furthering the Left at the Cinema brand and finding contacts and clients.
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ShowreelFinally, the key element to convincing a prospective client of your credentials in the film-making industry is the strength of your previous work. A website featuring completed music videos is a great starting point, but this should be supplemented by a showreel, combining a number of previous projects into a single, short showpiece.
[Please now view the showreel on the data CD which accompanies the hard copy of this document.]
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References•Folky Paul logo (http://logofaves.com/wp-content/uploads/2011/04/folky_m.jpg accessed 9th January 2014)•Reforger Films logo (http://logofaves.com/wp-content/uploads/2010/08/reforge_m.jpg accessed 9th January 2014)•Youtube logo (http://www.thedrum.com/uploads/drum_basic_article/112604/main_images/YouTube.jpg accessed 9th January 2014)•Vimeo logo (https://secure-a.vimeocdn.com/images_v6/logo.png accessed 9th January 2014)•YouTube (http://www.youtube.com/ accessed 10th January 2014)•Vimeo (https://vimeo.com/ accessed 10th January 2014)•Twitter (https://twitter.com/ accessed 10th January 2014)•Facebook (https://www.facebook.com/ accessed 10th January 2014)•Instagram (http://instagram.com/ accessed 10th January 2014)•Linkedin (https://uk.linkedin.com/ accessed 10th January 2014)•IMDB (http://www.imdb.com/ accessed 10th January 2014)•Raindance (http://www.raindance.org/ accessed 10th January 2014)•Shooting People (https://shootingpeople.org/ accessed 10th January 2014)•Promo News (http://www.promonews.tv/ accessed 10th January 2014)•Radar Music Videos (http://www.radarmusicvideos.com/ accessed 10th January 2014)•Drowned In Sound (http://drownedinsound.com/ accessed 10th January 2014)•Pitchfork (http://pitchfork.com/ accessed 10th January 2014)•NME (http://www.nme.com/ accessed 10th January 2014)
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Bibliography•NTSH London (http://www.ntsh.co.uk/ accessed 9th January 2014)•DHP Studios (http://www.dhpstudios.com/web-video-production/dhp-studios/show-reel accessed 9th January 2014)•Music Video Production (http://musicvideoproduction.famefox.com/ accessed 9th January 2014)•London Music Video (http://www.londonmusicvideo.com/ accessed 9th January 2014)•Digital Snowball (http://www.digitalsnowball.com/portfolio accessed 9th January 2014)•Blind Aura Pictures (http://www.blindaurapictures.co.uk/ accessed 9th January 2014)•Cold City Media (http://www.coldcitymedia.com/ accessed 9th January 2014)•Lightening Productions (http://www.lighteningproductions.com/ accessed 9th January 2014)•Mediamind (http://www.mediamind.co.uk/ accessed 9th January 2014)•Facebook user statistics: http://visual.ly/facebook-uk-stats-2013 (accessed 9th January 2013)•Kim W.C., Mauborgne R. (2005). Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant. Harvard: Harvard Business Review Press•Mozota B.B. (2003) Design Management: Using Design to Build BrandValue and Corporate Innovation. New York: Allworth Pres.
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