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.

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.

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.

Week 8 EOC: Creative Content

For my creative content, I decided to market and promote "ONE NIGHT OF MUSIC. ONE NIGHT OF SHELTER" via social media and local radio.

I will record, mix, and master an audio commercial that will provide information about my charity.  The commercial is intended to attract people in their mid-twenties. To ensure the commercial gets air time, I will contact radio stations that cater on serving the same demographic audience as mine. Additional advertising opportunities can appear if the radio stations decide to support the charity.

I will also record and edit a short skit/commercial about my charity. I can share and advertise this commercial on YouTube. I will make sure to promote it through my blog and by using social media sites such as Facebook and Twitter. I'll also ensure to contact different local organizations around town via email in attempts to provide more attention within the community.


I also plan on reaching out to local businesses in person. Creating a personal connection with the owners of those businesses can open the opportunity to promote my charity in different locations.

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"

Week 6 EOC: Me x 3

"...the products people buy reflect their lifestyles. As a result, marketers often segment their markets by consumer lifestyles and base their marketing strategies on lifestyle appeals." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 179). 

With that stated, Apple is one of the companies that define some aspects of my life. Apple products fit my lifestyle because I am in an industry that is 80 percent digital. In the audio and video industry, half of your life is spent in front of a computer; networking, reaching out to clients, doing research, and putting projects together. Having the best technology is essential to me. It facilitates my tasks, helps me manage my busy schedule, and helps me live my life. With Apple, I know I will always have a quality product.

Levi's is another brand that defines me as a person. The music industry is one of the factors that defines the clothing I wear. Levi's 501 jeans give me a sense of style and comfort. They are affordable, and they maintain the original style that I wear. These are some of the reasons I benefit as a costumer of Levi's. "Benefit segmentation requires finding the major benefits people look for in the product class, the kinds of people who look for each benefit, and the major brands that deliver each benefit." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 182).

Nike is a brand that also defines my personality. I am a fan of their fashionable sneakers and apparel. Over 80 percent of my shoes are manufactured by Nike. I am a loyal Nike customer because I know I can always find something I like. "Marketers rarely limit their segmentation analysis to only one or a few variables. Rather, they often use multiple segmentation bases in an effort to identify smaller, better-defined target groups." - (Armstrong & Kotler (2001) Marketing: An Introduction, 10th Ed. pg. 183). Nike is a company that is expert at multiple segmentation. Nike's customer base ranges from consumers that look for comfort, performance, and fashion. Another reason for Nike's success is the price range of their products. Nike markets in a broad basis, which means they have something for every consumer, whether they spend large, moderate, or short amounts of money.

Week 4 EOC: Impacting Super Bowl Commercials

In this commercial, Chrysler uses marketing to communicate a very direct message to their targeted audience. Chrysler is saying that there is no need to buy a luxury foreign car. Chrysler is telling us that an American-made luxury car is better than a foreign luxury car.

Older Americans are the targeted audience in this case. This is of course because of their competition with companies such as BMW and Mercedes Benz. Chrysler is trying to gain potential customers by adding a little background story of Detroit and the pride that comes along with being an American manufacturer. The phrase, "Imported from Detroit" shows that Chrysler is taking an aggressive approach towards their competitors.

This is a very strong marketing approach. Chrysler knows that most people who buy luxury cars are going to be older men that are looking for some excitement in their ordinary lives. Older men also tend to be very patriotic, and prefer items "Made in U.S.A.".

Putting out a commercial like this during Super Bowl Sunday can give Chrysler some serious attention. The Super Bowl is the most watched televised sporting event in the United States. This commercial helped put Chrysler back in the market, and it also provided an opportunity to expand their customer base.