Bob Marley ShopBobMarleyShop.com is the home of officially licensed Bob Marleyand Marley family merchandise. We specialize in tees, hoodies,fashion tops, and accessories for the true fans of reggae’s firstfamily. Nowhere on the internet can you find such an incredibleselection of top quality goods dedicated to the lives, legacies, andmusic careers of the Marley family.A marketing StrategyAndre HolgateNew Media Drivers LicenseProf: Michal Lorenc
THE PRODUCT CLOTHES SHOES ACCESSORIES MUSICThis digital campaign targets college/university students who arethe biggest influencers and also some the biggest spenders in thefashion market today. Creating a campaign that reaches them in theirown world of social media and using people they can relate to assource of contact is ideal is creating brand awareness. They willgenerate much buzz and feedback through the interactive ways thatthe campaign is designed for them to visit the blog and website whileattempting to win prizes on various social media sites.
The big Idea: Hologramconcert – Spring Break 2013http://visittothemitmuseum.weebly.com/bob-marley.html
Budget1.1 Million Dollars Digital Agencies 120000 Tickets 50, 000 Brand Ambassadors 250000 Hologram Concert 200000 Paid ads 500000 Prizes & Miscellaneous - + I would estimate this to run somewhere around 1.1 million in total costs for a campaign that runs late January to gain momentum for Bob Marley’s Birthday on February 6th to mid April when Spring Break ends.
How do we get there?Target Audience: COLLEGE STUDENTS – They are among the biggest spenders and also the biggest influencers BRAND AMBASSADORS – Allow college students with social influence the opportunity to represent the brand they are wearing INTERACTION – create interaction with the brand through two way communication such as company blog, competition, and consumer creativity.
Internet & Mobile Marketing Paid AdsFacebook advertisementGoogle Adwords and Google Analytics Mobile Marketing – There’s an app for that!Develop an app that allows you to:Access the BobMarleyShop.comListen to Bob Marley MusicSee exclusive hologram performances