The document discusses marketing strategies for a new music and fashion app. It identifies the target audience as those aged 18-30 who are interested in both music and fashion. To market the app, it proposes using a low budget radio advertising campaign, targeting influencers on Instagram, and customizing campaigns based on user data. It recommends marketing the app on Facebook, Instagram, Twitter, relevant websites through display ads, and in the App Store and Google Play since those platforms cover the target users.

1. Identify the channels and
platforms to be used for the
distribution of the new
product
By Sarah Broughton

2. The proposed idea choice

3. Who are the target audience for
your proposed idea?
To define the target audience of my idea I have used a couple of
ways in order to identify who the app would appeal to, the first way of
identifying this was finding out the category of app from the proposed
brief, we already know that the category of the app is music and
clothing. As the app is based on UK music artists and their outfits the
target audience will be those who are either fans of the artists or are
into fashion and want fashion inspiration from music artists. To find
out more about this, I have conducted some secondary research in
order to analyse the information about the audience of my industry,
category and potential competitors.

4. Who are the target audience for
your proposed idea?
The target audience of this app are those who are music and fashion
lovers, therefore I have researched into both fashion and music apps
out there to identify the appropriate target audience.
SoundCloud: SoundCloud users strongly appeal to the 18-24 year
old crowd and 63% of their audience is male.
Spotify: Spotify has users across the age spectrum, they particularly
over-index for 18-24 year olds and 25-34 year olds.
ASOS: ASOS' target market is primarily 16 to 34 however it is
increasingly popular with audience members in their 20's.
ZARA: Zara's target demographic is young adults between early 20's
to mid 30's.

5. Who are the target audience for
your proposed idea?
From looking at both popular music and fashion apps the target
audiences cross over quite a lot, this means that my identified target
audience is the cross over between both target markets of fashion
apps and music apps. The median target market would be 18-30 as
this covers all people in their 20s, people who are slightly younger
and people who are slightly older. From the research, most people
that use fashion and music apps are in their 20s so this spectrum
from 18 to 30 covers all users. The target audience are those who
use apps to buy clothes but also to listen to music therefore
researching fashion and music apps was critical for my audience
research.

6. How will I market this app?
To market this app I will have to develop a marketing strategy for the
target audience, these are the three marketing strategies I will use;
● A low budget advert campaign
Like anything new coming onto the market it is vital to do a test
campaign, this is so that money isn't wasted on marketing efforts that
may not be effective. Launching a low budget advert campaign for
example a radio advert, allows app developers and creators to analyse
and define the most valuable group for the app. Radio adverts are
considered the top reach advertising medium as radio is an active
medium in an active society which means it will reach out to a lot of
people as well as being a cost effective approach of advertising.

7. How will I market this app?
● Finding the right place and time in order to reach my audience
successfully
It is important when marketing my app I consider when the best time
is in order to reach my audience successfully, one idea that I could
adopt is a seasonal trend such as Cyber Monday, Black Friday or a
bank holiday promotion as it is a retail app as well as being a music
app. Promotional marketing should focus on the websites or channels
that the target audience visit most e.g. Instagram as well as this I
could market the app via bloggers / influencers on Instagram who
could review the app and then share their positive experience with
their followers/ readers which will promote the app itself to the target
audience.

8. How will I market this app?
● Analysing, customising and scaling
This is one of the most important marketing strategies to consider
when marketing an app, collecting data about the apps users allows
the marketing campaigns etc to be customised to suit the audiences
needs. For example, data could be collected that suggests the app
users were drawn to the app because it offered clothing suggestions,
therefore the marketing campaign could specifically sell the app by
focusing on the clothes it sells.

9. How will I market this app?
Aside from marketing strategies there are things the company could
adopt that will help market the app, here is a list;
● Creating a demo video of how the app works and what it does.
● Featuring the app in all company emails, which could be achieved by
adding a footer to the emails that showcases the app name and a line
advertising the app and offering a download link.
● Applying for app awards will get the app more widely known among
the industry.
● Having an eye catching app icon.
● Featuring on app review sites.
● Creating an app promo video.

10. What channels will I market it on?
I will use various channels and channel types in order to successfully
market my app on, these are as follows;
Social media marketing
● Facebook
Facebook has the highest number of monthly users as well as it being a site
that my target audience regularly use. Facebook ads come up in users feeds
and can be images, videos, product catalogs and lots more which makes it a
versatile form of advertising that will reach my intended target audience of
18 to 30 years of age.
● Instagram
Over 95 million photos/videos are shared on Instagram everyday which
makes Instagram a powerful tool for marketing on. Instagram has recently
added a call-to-action feature where apps advertised will have a 'install now'
banner which when clicked will install the app straight onto users devices.

11. What channels will I market it on?
● Twitter
Twitter offers several unique advert targeting features that no other platform
offers, one of these features is pay-for-performance that allows advertisers
to only pay for the adverts once their marketing objectives are achieved
which is good from a budgeting point of view especially for a start out app.
Twitter also allows precise forms of advertising achieved through unique
hash tags and specific keywords. The types of adverts twitter includes are
promoted tweets, promoted accounts and promoted trends. Twitter would be
a good way to market the app on because it could include specific keywords
in order to get to the required target audience.
PPC Advertising (Pay-per-click advertising)
This allows advertisers to have their adverts displayed on popular websites
to ensure traffic. Advertisers must pay a fee each time their advert is clicked
on a site. This would be a good channel to advertise on when the app gets
going and when the budget increases as it will be a good way of reaching a
lot of people.

12. What channels will I market it on?
● Display advertising
Display advertising is when adverts in the form of a banner are placed on
relevant websites for example 'The official charts' website as it is relevant to
the music aspect of the app. They are different to PPC adverts as they come
up on relevant websites which means the user was already looking for a
similar product or service in the website that they are on. This would be a
good way to market my app as it will provide the target audience straight
away because they will be people looking for a product or service to do with
music or fashion so they are more likely to be encouraged to download the
app as its relevant to what they are searching for.

13. What platforms will my app work on
and why?
The app will work on the platforms that are most popular with the
target audience, this is IOS and Android devices and the app will
available on the App Store and Google Play. The reason for this
decision is due to what is most popular among users and what is
easier to sell, if the app was launched on Amazon App Store for
example, the app isn't pre loaded onto the phone so people are less
likely to find out about the app as there is a chance they don't have
Amazon App Store. Because Apple Store and Google Play are pre
loaded onto the devices it is much easier to launch apps on these
sites.
Most people aged 18 to 30 own a smart phone whether that be an
Apple phone or an Android, therefore these will be the appropriate
platforms for my app to work on as it's catering for the majority not the
minority