"A company can always increase customer satisfaction by lowering its price
or increasing its services. But this may result in lower profits. Thus,
the purpose of marketing is to generate customer value profitably." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 17). To be able to participate in the charity, there will be a $5 entrance donation-fee. This strategy works perfectly for my charity. The donations are not overwhelming, and the event will provide quality service. It will be more profitable to have a large audience with products priced at a lower rate, as opposed to having a smaller audience with products priced at a higher rate. The purpose is not to raise an abundant amount of donations, but to raise awareness of the poverty crisis.
To ensure there is no price competition with nearby bars, I will market my charity differently than other non-profit organizations around the area. Most bars try to attract customers by simply lowering the price of their drinks. I will be providing quality entertainment instead of lower-priced drinks. The fact that a costumer can get a fairly cheap drink and help a person in need all at once without much effort will provide the edge needed to have a promising audience present at my charity. The live entertainment will also provide value for the consumer. "In these days of intense price
competition, service marketers often complain about the difficulty of
differentiating their services from those of competitors. To the extent
that customers view the services of different providers as similar, they
care less about the provider than the price.
The solution to price competition is to develop a differentiated offer, delivery, and image." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 226).
Showing posts with label Final Project. Show all posts
Showing posts with label Final Project. Show all posts
Wednesday, August 29, 2012
Promotion
"The company develops product offers and creates strong brand identities
for them. It prices these offers to create real customer value and
distributes the offers to make them available to target consumers." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 31). Creating an identity for my charity will predict the event's failure or success. For the customers to value my charity, I will have to "price" the donations conveniently. I will also engage with the community using different forms of communication. Building these relationships with the audience will captivate them into participating in the charity.
"Finally, the company designs promotion programs that communicate the value proposition to target consumers and persuade them to act on the market offering." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 31). My promotion program for "ONE NIGHT OF MUSIC. ONE NIGHT OF SHELTER." consists on marketing on social websites. These include Facebook, Twitter, Instagram, and YouTube. I also plan on getting local radio stations involved in promoting my charity during on-air radio shows. The ability to communicate this way will spread awareness to a broader audience.
"Finally, the company designs promotion programs that communicate the value proposition to target consumers and persuade them to act on the market offering." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 31). My promotion program for "ONE NIGHT OF MUSIC. ONE NIGHT OF SHELTER." consists on marketing on social websites. These include Facebook, Twitter, Instagram, and YouTube. I also plan on getting local radio stations involved in promoting my charity during on-air radio shows. The ability to communicate this way will spread awareness to a broader audience.
Distribution
The process will be distributed into four stages.
My goal is to gather talented artists of all genres of music that will comply with the mission statement of my charity. The purpose of approaching the musicians this way is to benefit from promoting their music along with my company to acquire a local buzz. "...Each relationship is based on … shared efforts aimed at promoting growth and mutual profits that make it possible for suppliers to invest, innovate, and compete.”" - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 48).
I will be promoting my charity in numerous ways. First, I'll create an audio commercial that will hopefully get some air time at local radio stations. Then, I will record and edit a video ad that will market my charity through YouTube. Lastly, I will keep updating and advertizing the charity in my blog and other social media. I will attract consumers through one of the fastest and most widely used forms of communication used by my demographic target audience...the internet. "...77 percent of Millennials frequent social networking sites and 71 percent use instant messaging. “All generations are comfortable with technology, but this is the generation that’s been formed by technology,”" - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 74).
Practicing these strategies as I market my charity will ensure an audience. I can guarantee a decent audience simply by spreading the word of my charity at work. With a company as large as Zappos, I am sure to bring in at least thirty attendees. In addition, I can rely on some the performer's acquaintances attending the charity as well.
- Finding the location
- Gathering the artists and musicians
- Promoting the charity
- Attracting an audience
My goal is to gather talented artists of all genres of music that will comply with the mission statement of my charity. The purpose of approaching the musicians this way is to benefit from promoting their music along with my company to acquire a local buzz. "...Each relationship is based on … shared efforts aimed at promoting growth and mutual profits that make it possible for suppliers to invest, innovate, and compete.”" - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 48).
I will be promoting my charity in numerous ways. First, I'll create an audio commercial that will hopefully get some air time at local radio stations. Then, I will record and edit a video ad that will market my charity through YouTube. Lastly, I will keep updating and advertizing the charity in my blog and other social media. I will attract consumers through one of the fastest and most widely used forms of communication used by my demographic target audience...the internet. "...77 percent of Millennials frequent social networking sites and 71 percent use instant messaging. “All generations are comfortable with technology, but this is the generation that’s been formed by technology,”" - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 74).
Practicing these strategies as I market my charity will ensure an audience. I can guarantee a decent audience simply by spreading the word of my charity at work. With a company as large as Zappos, I am sure to bring in at least thirty attendees. In addition, I can rely on some the performer's acquaintances attending the charity as well.
Product
The product of charity "ONE NIGHT OF MUSIC. ONE NIGHT OF SHELTER." is giving the audience the sensation of happiness."...to create customer relationships, marketers must build and manage
products and brands that connect with customers. This chapter begins
with a deceptively simple question: What is a product?" - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 208.) The goal is to make the audience feel accomplished by taking part in an event that serves for a higher purpose.
My charity will be successful in delivering this product. The large variety of performers, relaxed environment, and having alcohol available will take the perception of "charity" out of the question. "Smart marketers look beyond the attributes of the products and services they sell. By orchestrating several services and products, they create brand experiences for consumers." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 7.) When the event is finished, happiness will be delivered; all because the audience will realize that they have taken part in this charity that will donate all collections to the Las Vegas Rescue Mission. The charity will be hosted to create a pleasant experience for the consumer.
- The Las Vegas rescue mission provides redemption, recovery, and re-entry to the homeless, addicted, and those in need.
My charity will be successful in delivering this product. The large variety of performers, relaxed environment, and having alcohol available will take the perception of "charity" out of the question. "Smart marketers look beyond the attributes of the products and services they sell. By orchestrating several services and products, they create brand experiences for consumers." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 7.) When the event is finished, happiness will be delivered; all because the audience will realize that they have taken part in this charity that will donate all collections to the Las Vegas Rescue Mission. The charity will be hosted to create a pleasant experience for the consumer.
- The Las Vegas rescue mission provides redemption, recovery, and re-entry to the homeless, addicted, and those in need.
Target Market Strategy
My market strategy will consist of approaching different people and attempting to build relationships with them. If a connection is made, I can share information about my charity. Consumers will want to be involved in the charity if they feel engaged to it. The goal is making a personal connection so the charity is valued to the consumer. "Customer relationships and value are especially important in today’s
tough economic times, when more frugal consumers are cutting back and
spending more carefully. “The challenge facing us is not just one of
consumers being more-value conscious,” says one marketing
consultant. “It’s how we gain … a renewed relationship with consumers
who have less inclination to listen to [companies with whom] they do not
have strong and valued relationships.”" (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 4.)
My targeted demographic audience are people in their mid-twenties. The setting of the charity will be unpleasant to older people, and it certainly is inappropriate for minors. It would be inefficient for me to market to consumers of different generations because the environment of the charity is not intended to be enjoyable by other age groups."But marketing managers know that they cannot serve all customers in every way. By trying to serve all customers, they may not serve any customers well. Instead, the company wants to select only customers that it can serve well and profitably." (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 9.) A younger crowd would give value to this event. If my charity is valued to this caliber, consumers will demand more of my service.
My targeted demographic audience are people in their mid-twenties. The setting of the charity will be unpleasant to older people, and it certainly is inappropriate for minors. It would be inefficient for me to market to consumers of different generations because the environment of the charity is not intended to be enjoyable by other age groups."But marketing managers know that they cannot serve all customers in every way. By trying to serve all customers, they may not serve any customers well. Instead, the company wants to select only customers that it can serve well and profitably." (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 9.) A younger crowd would give value to this event. If my charity is valued to this caliber, consumers will demand more of my service.
Situation or SWOT Analysis
BIGBOIDRE Production's "ONE NIGHT OF MUSIC. ONE NIGHT OF SHELTER." charity SWOT Analysis.
"Strengths include internal capabilities, resources, positive situational
factors that may help the company to serve its customers and achieve
its objectives." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 55.) A major strength of my charity is having the ability to contact and book different musicians of all different genres. The idea is to have an assorted audience that like different types of music. A second major strength is the fact that the musicians performing that night will contact their own fans and friends. This will promote the charity internally, and will help with attendance. A third strength is the way the charity is being hosted. "ONE NIGHT OF MUSIC. ONE NIGHT OF SHELTER." is sponsored and marketed in a very uncommon way. My charity will stand out from other similar non-profit events around town.
"Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 55.) Having a committed bar that will host the charity with all requests wanted has been a challenge. Some bars are not compliant on having a specialty drink discounted for the night. Another objection I have ran across is the fact that some bars are asking for a fee to sponsor the charity. The key is to have a bar that will host the charity simply to raise awareness of the poverty crisis in Las Vegas.
"Opportunities are favorable factors or trends in the external
environment that the company may be able to exploit to its advantage." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 55.) A great opportunity that I can rely on is promoting my charity at the company that I work for. Zappos.com is widely involved in charities. In addition, the company has plenty of employees that I can approach to make sure this charity-affair is a success. A great external opportunity is present for the bar that sponsors the event. Essentially, the success of my charity will assure some of the audience will visit the bar a second or third time.
"...threats are unfavorable external factors or trends that may present challenges to performance." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 55.) Since the bar is located in the downtown area of Las Vegas, a potential threat that raises concern is having a near-by bar promote a sale during the night of the charity. Inherently, this can drive a potential audience away. Another threat that could be tragic is having an inexperienced live-sound engineer at the event. Unpleasant music can drive an audience away very quickly.
"Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 55.) Having a committed bar that will host the charity with all requests wanted has been a challenge. Some bars are not compliant on having a specialty drink discounted for the night. Another objection I have ran across is the fact that some bars are asking for a fee to sponsor the charity. The key is to have a bar that will host the charity simply to raise awareness of the poverty crisis in Las Vegas.
"...threats are unfavorable external factors or trends that may present challenges to performance." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 55.) Since the bar is located in the downtown area of Las Vegas, a potential threat that raises concern is having a near-by bar promote a sale during the night of the charity. Inherently, this can drive a potential audience away. Another threat that could be tragic is having an inexperienced live-sound engineer at the event. Unpleasant music can drive an audience away very quickly.
Objectives
The objective of my charity is to raise awareness of the poverty crisis that is occurring all over Las Vegas. This objective will be achieved by marketing this event in an uncommon way. This will help my charity differentiate from other similar charities around town. "...the company faces more competition and competing brands are less
differentiated. Increasingly, competitors are using sales promotion to
help differentiate their offers." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 432.) Most people don't think of a charity taking event at a bar. Neither do people expect music or alcohol to be available at a charity. This is how the "ONE NIGHT OF MUSIC. ONE NIGHT OF SHELTER" charity stands out from the others.
My marketing objective is to reach out to a young audience that will enjoy a night of music at a bar with the ability to buy a cheap drink if desired. Convenience is key. "Sales promotion tools are used by most organizations, including manufacturers, distributors, retailers, and not-for-profit institutions." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 432.) The charity will have a "sales promotion" by advertising the discounted drink of the night. This will attract people that go the bar at a regular basis; it will also attract people that haven't visited the bar before. The purpose is to attract numerous consumers in different ways.
"In developing a sales promotion program, a company must first set sales promotion objectives and then select the best tools for accomplishing these objectives." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 432.) The best tool to reach my targeted audience is social media. Achieving this successfully can ensure rapid online attention. Not only will this internet recognition exceed awareness expectations, but it can also guarantee having even more attendees present at my charity.
My marketing objective is to reach out to a young audience that will enjoy a night of music at a bar with the ability to buy a cheap drink if desired. Convenience is key. "Sales promotion tools are used by most organizations, including manufacturers, distributors, retailers, and not-for-profit institutions." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 432.) The charity will have a "sales promotion" by advertising the discounted drink of the night. This will attract people that go the bar at a regular basis; it will also attract people that haven't visited the bar before. The purpose is to attract numerous consumers in different ways.
"In developing a sales promotion program, a company must first set sales promotion objectives and then select the best tools for accomplishing these objectives." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 432.) The best tool to reach my targeted audience is social media. Achieving this successfully can ensure rapid online attention. Not only will this internet recognition exceed awareness expectations, but it can also guarantee having even more attendees present at my charity.
Business Mission Statement
The charity event hosted by BIGBOIDRE Productions, "ONE NIGHT OF MUSIC. ONE NIGHT OF SHELTER" needs to be marketed in the following way. "Dividing a market into
smaller segments with distinct needs characteristics or behavior that
might require separate marketing strategies or mixes." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 157.)
I will use this technique targeting a young audience. Mainly, people in their mid-twenties. The audience will unconsciously get induced into the charity event because the environment will be welcoming and exciting. The bar setting and music performed will attract an audience to participate; simply for the sake of having a good time. People will enjoy the festivities for a good cause...without realizing it.
Once I target my consumer audience, I will practice the positioning strategy. "Arranging for a market offering to occupy a clear distinctive, and desirable place relative to competing products in the minds of target consumers." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 175.)
I will market the charity event through social sites such as Facebook, Twitter, YouTube, and Instagram. My plan is to market to an audience that is located in Las Vegas through the internet and radio. I will be contacting local businesses as well. The businesses that please to support the charity will spread the event's information by word of mouth. Posters and hand-outs will explain the event and its purpose. These will be distributed at the businesses that comply with the charity. This will also help raise awareness of my company within the community.
100 percent of all collections from this event will be donated to the Las Vegas Rescue Mission. - http://www.vegasrescue.org/
The main focus of this event is to get a group of people that enjoy music and visit bars at a regular basis. Networking in a comfortable environment such as a bar can open up a demographic consumer base for my company.
The mission statement of the "ONE NIGHT OF MUSIC. ONE NIGHT OF SHELTER" charity is to raise awareness on the ongoing poverty crisis in the city of Las Vegas.
I will use this technique targeting a young audience. Mainly, people in their mid-twenties. The audience will unconsciously get induced into the charity event because the environment will be welcoming and exciting. The bar setting and music performed will attract an audience to participate; simply for the sake of having a good time. People will enjoy the festivities for a good cause...without realizing it.
Once I target my consumer audience, I will practice the positioning strategy. "Arranging for a market offering to occupy a clear distinctive, and desirable place relative to competing products in the minds of target consumers." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 175.)
I will market the charity event through social sites such as Facebook, Twitter, YouTube, and Instagram. My plan is to market to an audience that is located in Las Vegas through the internet and radio. I will be contacting local businesses as well. The businesses that please to support the charity will spread the event's information by word of mouth. Posters and hand-outs will explain the event and its purpose. These will be distributed at the businesses that comply with the charity. This will also help raise awareness of my company within the community.
100 percent of all collections from this event will be donated to the Las Vegas Rescue Mission. - http://www.vegasrescue.org/
The main focus of this event is to get a group of people that enjoy music and visit bars at a regular basis. Networking in a comfortable environment such as a bar can open up a demographic consumer base for my company.
The mission statement of the "ONE NIGHT OF MUSIC. ONE NIGHT OF SHELTER" charity is to raise awareness on the ongoing poverty crisis in the city of Las Vegas.
Week 7 EOC: The Pitch
BIGBOIDRE Productions will be hosting a charity! All collections will be donated to the Las Vegas Rescue Mission for the homeless. Las Vegas rescue mission provides redemption, recovery, and re-entry to the homeless, addicted,
and those in need. http://vegasrescue.org/
This event will be held at a local bar. Local bands and artists of all genres will be performing for a good cause. There will be a $5 entry fee. All attendants will have their chance to enjoy a discounted specialty drink that will be offered the whole night. All collections from entry fees and drink specials will be donated to the Las Vegas Rescue Mission.
This event would bring attention to the local bar. The artists and bands performing will benefit from the charity by having their music locally exposed. This will be a way to network and bring attention to my company within the community. I will be building relationships with possible clients. Last but not least, it will be an event that will help towards a good cause.
This event will take six weeks to plan. An audio commercial will be recorded, mixed, and mastered by me. The audio commercial will inform the community about the charity, its purpose, and where the event will take place. My marketing strategy consists of reaching out to local radio stations that will provide a 30-second spot for the audio commercial. I will also reach out to various local businesses through social media such as Twitter and Facebook. I will also create a short video with information about the charity. This video can be edited and uploaded to YouTube; this will provide visual attention toward the charity. The purpose of using these multiple forms of communication is to provide mass-awareness and inform the community about the poverty crisis.
The charity event will be titled and sponsored as "ONE NIGHT OF MUSIC. ONE NIGHT OF SHELTER"
This event will be held at a local bar. Local bands and artists of all genres will be performing for a good cause. There will be a $5 entry fee. All attendants will have their chance to enjoy a discounted specialty drink that will be offered the whole night. All collections from entry fees and drink specials will be donated to the Las Vegas Rescue Mission.
This event would bring attention to the local bar. The artists and bands performing will benefit from the charity by having their music locally exposed. This will be a way to network and bring attention to my company within the community. I will be building relationships with possible clients. Last but not least, it will be an event that will help towards a good cause.
This event will take six weeks to plan. An audio commercial will be recorded, mixed, and mastered by me. The audio commercial will inform the community about the charity, its purpose, and where the event will take place. My marketing strategy consists of reaching out to local radio stations that will provide a 30-second spot for the audio commercial. I will also reach out to various local businesses through social media such as Twitter and Facebook. I will also create a short video with information about the charity. This video can be edited and uploaded to YouTube; this will provide visual attention toward the charity. The purpose of using these multiple forms of communication is to provide mass-awareness and inform the community about the poverty crisis.
The charity event will be titled and sponsored as "ONE NIGHT OF MUSIC. ONE NIGHT OF SHELTER"
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