11. Timeline Month Activity January Market research: demographic needs. Research into: merchandise suppliers, distribution services February Website design, beta testing March Final website testing, ordering of initial allocation of merchandise and album April Website launch, Live dates in UK May Single release, radio and TV appearances to promote single June Polish assistance July Polish assistance August Evaluation of activities, campaign for second single release September Second single release with supporting radio and TV appearances October Website re-design and new campaign for album release November Album release December Album promotion
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16. Timeline Month Activity January Market research: best routes of promotion, demographic accessibility and needs. Research into: locale specific requirements, merchandise suppliers, distribution services February Market research cont March UK assistance April UK assistance May Website design, beta testing June Final website testing, ordering of initial allocation of merchandise and album July Website launch, single release, radio appearances and live dates promote single August UK assistance September Evaluation of activities October Website re-design and new campaign for album release November Album release December Album promotion
Introduction into presentation including background on purpose of presentation and artist. Discuss objectives of strategy and USP. Discuss plan for UK market discussing existing market conditions, potential for success and objectives/plan for strategy with timescales. Discuss plan for Polish market discussing existing market conditions, potential for success and objectives/plan for strategy with timescales. Description of website including information on sales, after sales and order fulfilment. Budget information. Potential development for future.
Purpose – to present a financially viable e-commerce strategy for the promotion of a selected artist. Territories to explore – UK and Poland RightClickSaveAs – Ben Mercer, from London, gigged acoustically around London and gathered a following and buzz. Produces intelligent electro pop compared to Ellie Goulding, Foals, Friendly Fires. Unsigned but represented by Manta Ray Management. Play video for cheat.
USP - Merchandise customisation Objectives - UK and European record deals, break even through sale of product through website. Record deal - gather more of a following in UK and create buzz within both territories. Break even - penetration of market and creating interest in products available, with hook of customisable merchandise and an easily accessible website.
Population – 61.1 million Internet users – 46.7 million Portable player users – 19.6 million Sales - $1,573.8 billion (+1.9% on 2008) Breakdown: Physical - $1,156.3 billion, Digital - $295 million Physical units - 119.4 million Digital singles – 149.7 million, Digital albums – 16.1 million Piracy rate – 76% of all downloads in 2009 were illegal Top indie labels – Bella Union, Cooking Vinyl, Delta, Demon, Dirtee Stank, Domino, MSHK, Naxos, XL Records
Chart success of artists like Ellie Goulding, Hurts, Friendly Fires and Foals. Around 9000 YouTube video hits. Exploiting a niche in the electronic music market.
Population – 38.5 million Internet users – 20 million Portable player users – 4.4 million Sales - $84 million (-3% on 2008, digital sales not included in 2009) Breakdown: Physical - $79.5 million, Digital - $3.4 million (2008) Physical units – 10.2 million Music sales equate to 70.3% share in the music and video market Piracy rate – 27% (physical rate, internet piracy rate around 20% higher based on data from P2P and social networking sites) Top indie labels – Agora, Fonografika, Metal Mind Production, Reader’s Digest, Sonic
Electronic music gets good airplay on Polish radio, with bands such as Hurts featuring high in airplay charts. At the Open’er Festival, the 2010 line-up featured similar sounding artists such as Ellie Goulding, Hot Chip, Klaxons and Empire of the Sun.
Development – Explore possibility of fully customisable merchandise which allows the end user to choose from a gallery of images and selection of different articles of clothing. This would push the USP to an even further extreme. Consideration – Regular evaluation of emerging territory would be required to ensure all trends are being kept up with, so having part of the team dedicated solely to this territory could be an option. Consideration – The time line will have to be flexible enough to allow for any change in market conditions. Consideration – As physical sales in Poland are still popular, ensuring this isn’t forgotten about is an important factor.
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