2. Background Insight:
Situational Analysis:
The nightclub events market in Middlesbrough includes a lot of players considering the
economy and size of the urban area, with 16 weekly events competing for a slice of the
market share, compared to just 9 in Northampton which is a town slightly larger than
Middlesbrough.
Geographically Middlesbrough is the only place within a 30 mile radius that has a vibrant
nightlife. Newcastle is around 40 miles away and people will commit to travelling there for a
night out but only at weekends, it is not something that’s common for a midweek night. It
would be safe to say that Middlesbrough is not in any fierce competition with any other
towns for the same customers.
Research from ThinkMonkey shows two worrying stats, firstly young people are reported as
having the least disposable income, with 18-24 year-olds averaging £174.20 - some 22%
below the overall UK average. Almost one in three people in this age group have less than
£50 a month to spend after bills.
Also adults in the North East and Wales have the lowest disposable incomes, at £199 and
£181.
Main Competitors:
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3. Koh Samui
Open on Wednesdays at ‘Kalinka’. They are in direct competition for customers with Hau5.
Strengths: Cheap drinks, Strong student appeal. Offers free entry all night.
Weaknesses: Poor music quality, only targets student market.
SKINT
Every Thursday night at ‘Arena’. Runs throughout the Christmas period
Strengths: Good reputation for booking headline DJ’s, strong deep rooted relationship with
the local customers.
Weaknesses: Poor location on the edge of town, only on in December so may have alienated
their core crowd during the time where they haven’t been open throughout the rest of the
year.
Go Ninja
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4. Official student Wednesdays at Spensleys, endorsed and promoted by Teesside University
Strengths: Officially affiliated with the University which allows them to promote within the
University campus, put boards/posters up in the buildings around the uni, and liase with
societies and sports team leaders easily. Offers free entry before 1am.
Weaknesses: Drink prices not as cheap as rival events, possibility of alienating non students
due to their strong pro student image.
Our competitors are shown here on this perceptual map which positions the brands based
on drink price and music credibility.
•Koh samui and SKINT are most competitive with us on drink prices.
•Koh Samui has a cheesy music policy which only targets the student network and
doesn’t appeal to the credible music lovers.
•C9 have expensive drink prices and operate on a weekend so are not considered in
direct competition.
•RUCKUS has a respectable music policy but their drinks are dearer, and also they
charge £10 on the door whereas Hau5 charge £6.
SWOT Analysis:
Strengths
Niche market.
Weaknesses
Only appeals to a certain market (People
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5. Big social media fan base. Facebook
(13,560) and Twitter (5,596)
Cheap drink prices.
who like house music).
Not making full use of its website
Opportunities
Lucrative Christmas market approaching,
busiest time of the year for nightlife.
Threats
Loss of Teesside student network over the
Xmas period.
Positioning strategy: Hau5 is a value added brand which offers benefits that are not
available with its competitors. It is a benefits brand which generally possesses a high cost
but with a strong value added advantage. A nightclub event brand for sociable, party loving
18-25 year olds, while other event brands are content with just lowering their door entry/
drink prices and getting people through the door, Hau5 digs deeper into the emotional
conscience, feeding the customers passion for credible music with quality DJ’s who have
played at some of the most respectable events and festivals throughout the European music
scene.
This is a benefit to the consumer as consumption of the brand can help psychologically close
the gap between their actual and ideal self-concept. It is fulfilling to be depicted as someone
who listens to credible music and has knowledge of the scene; Hau5 helps its customers
generate this emotion.
Objectives:
•There are three key factors we are going to focus on for the final objectives of the
campaign
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6. •To raise awareness of the brand and engage the local community more.
•Triple attendance figures
•We want to achieve these things at minimal cost to the company.
Rationale: We want to raise awareness of the brand so more people know about the weekly
event and create a higher volume of word of mouth. It is important and necessary to set an
ambitious yet achievable target such as tripling attendance figures, we feel this can be done
as it’s a busy time of year.
Budget: The budget will be set at £0, with £1000 available if a contingency plan is needed.
Duration: To achieve the goals by the end of a 2 week period, starting from the beginning of
the campaign
Target Audience
Mood Board:
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7. Demographic Characteristics:
Aged in between 18-25, the typical Hau5 customer would be a single, male or female from
an average sized family. A large chunk of the demographic will have been educated to
university level, as the event is based in a university town with a large number of students.
Two socio economic groups which are pretty much guaranteed not to be involved with the
purchasing of the product are grade A (Those in Chief executive, Higher managerial
positions) and B (Those in Intermediate managerial, Bank manager, Teacher positions).
Those most attracted to the brand would be the sort of people who indulge in the western
world traditions, vanity and status symbol benefits. Hau5 customers will have little or no
serious religious influences in their life, what with the brand promoting drinking culture and
using sex marketing.
Psychographic:
The Hau5 customer..
•A happy, energetic person with a positive attitude towards life.
•Strong values with their music tastes and a passion for socialising.
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8. •At a stage of their life when they have no dependants or children, and very few
responsibilities.
•Likes going to the gym, keeping fit and playing team sports.
•Has a carefree attitude towards life
•Loves to drink alcohol and go to parties/nightclubs
Behaviouristic:
Brand loyalty is very important to our target market, they will associate the Hau5 brand with
positive memories and good nights out they have had, remembering going to Hau5 events
will create a feeling of nostalgia and attachment. Customers pay for this product by cash on
the night as they are entering the club, this will be on a weekly basis for around 400
customers who are the ‘base crowd’, other customers will only venture out on special
occasions like Halloween, New Year’s Eve, Birthdays etc.
Creative Strategy
‘The big brand, helping to uncover the local talent’
The BIG IDEA! (In a nutshell):
We are proposing a campaign which centres around one main theme, a DJ competition.
This will run for a total of 2 weeks culminating in the winner being awarded with a live 1
hour DJ set warming up for our resident Tom Higham.
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9. The slogan for the campaign will be “The big brand, helping to uncover the local talent”. This
will induce positive feelings about our Newcastle brand which has previously come under
fire for not contributing to the local community.
We will also host an open recruitment and casting day for promotional staff, all of these
promotional staff will be hired on a 100% commission based wage structure.
Rationale: The reason why we want to hold a DJ competition is to engage with talented local
amateur DJ’s who feel like they are not getting their chance in the industry because of the
power of the big brands.
We feel this is going to give the local community a fonder image of the Hau5 brand and
increase acceptance in the town. We are confident that a lot of local DJ’s will want to enter
the competition as Hau5 is a recognised brand throughout the north east and the
competition will be seen as a good way to boost their image and help fulfil their ideal self-
concept.
Paying the promotional staff on a 100% commission basis means Hau5 will only pay the
employee if there is a purchase from a customer. This eliminates the burden of paying
employees for work that hasn’t resulted in the company making any money, thus improving
the cash flow of the business.
Commission work is also beneficial to the employees because they will get paid based on
how much effort and skills they are willing to commit to their job, and with a lot of students
working in these sort of jobs, it can appeal to them greatly because there is no set shift
times, they don’t have to get up early or keep to a certain routine, they work as hard as they
want, when they want. Hopefully this will motivate the employees to go above the
minimum requirements, knowing that their extra effort will result in more money for them.
Media Strategy
Announcement: The DJ Competition will be announced by the promotional staff via
Facebook and Twitter on Sunday 8th December, the announcement will be at 3pm, and this
is because studies show that this is when users are most active on the site.
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10. (Vitrue 2013)
After the announcement all the current promotional staff that work for Hau5 will then be
encouraged to carry on further promoting the competition, under the knowledge that the
more people they get to go to the event the more money they will earn, money is their
motivation.
Recruitment Day: Along with the announcement of the DJ competition, we will also
announce an open recruitment casting day for Tuesday 10th December. After the
announcement of the DJ competition we think more locals will be attracted to working for
Hau5 and want to get involved in the team so we want to strike while the iron is hot and
boost the team so the new recruits can help promote the DJ competition as well.
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11. Execution: Each week for Hau5 an ‘event page’ is set up on Facebook which gives
information about that particular night and allows customers to post their names on the
wall to entitle them to cheaper entry. The entrants to the DJ competition will post one of
their DJ mix’s onto the Facebook event page wall for everyone to see, and the winner will be
chosen by the Hau5 management team from the top 3 most liked posts.
This will increase awareness of the brand because amateur DJ’s who have posted their mix’s
on the Hau5 event page will then copy and paste the link to a large volume of their friends
asking them to ‘Like’ their mix, this will in turn lead all these people towards the event page
which has all the info about the hau5 event, creating an effect where the competition
entrants will essentially be promoting the brand at zero cost to the company.
Facebook Promotion Justified: Official stats show the following information which justifies
the usage of facebook for announcing the campaign, and also for using the social media site
heavily from start to finish.
•83% of all internet users in between the ages of 18-29 use Social networking sites.
•70% of all internet users from urban areas use Social networking sites.
•86% of all internet users in between the ages of 18-29 use Facebook.
•72% of all internet users from urban areas use Facebook.
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12. (Source: Pew Research Center’s Internet & American Life Project Post-Election Survey,
November 14 – December 09, 2012.)
These figures show a high usage of Facebook amongst our target audience, young adults
and people who live in an urban area (Middlesbrough being a large town).
Visuals: These are the visuals we are going to be using to spearhead our campaign, we
decided on using these ones because the pictures have been taken from an angle that gives
a first persons view from the DJ booth, so its congruent with the theme of the campaign.
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13. Monitoring and Evaluation
From the day of announcement, we will be able to monitor the level of interest in the
campaign through firstly the amount of budding DJ’s who have entered their ‘DJ Mix’s’ on
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14. the event wall, and secondly by the volume of people who are responding to the posts with
‘Likes’ to show which mix is their favourite. Attendance figures from the events of
Wednesday 11th Dec and Wednesday 18th Dec will give us a very accurate view of how
successful the campaign has been.
Extraneous Variables that could potentially influence the success of our campaign:
•Rival events introducing competitive marketing strategies of their own that are
more effective than ours.
•Weather forecasters have predicted extreme weather (Cold temperatures, high
winds, snow etc) over the winter, harsh conditions encourage people to stay in and
watch films etc and will dampen people’s motivation to get dressed up and leave the
house for a night out.
By the end of the 2 week process we hope to look back on the campaign and have achieved
awareness, understanding, acceptance, and conviction:
Awareness - (Increased activity on the event page and a new wave of staff, Both resulting
in greater reach)
Understanding - (Detailed description of the event on the event page)
Acceptance - (A concept which engages amateur DJ’s and embraces the local community,
leading to greater acceptance of the brand in the area)
Conviction The campaign will increase the appeal and make people want to attend the
event
Contingency Plan
Factors that will trigger the contingency plan:
•Attendance figures decreasing or staying the same.
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15. •Negative backlash regarding the DJ Competition (Locals taking offence to the big
brand reaching out to them, potentially could find it patronising).
•The candidates in the DJ competition being of such poor quality that it’s deemed
damaging to the brand image if we use them on the stage playing at a Hau5 event.
The Plan:
If at any time the company reaches a conclusion that the campaign cannot be of any more
positive effect to the brand, we will pull the plug on the DJ Competition and immediately
switch to a Christmas Special, if this situation occurs before the first Wednesday 11th Dec
event then we will have to name that event ‘Christmas Special Part 1’ and then call the
event on the 18th ‘Christmas Special Part 2’.
Visuals for the contingency plan shown above: A vivid red, eye catching Christmas themed
graphic, whilst still keeping a cool image which steers away from the tacky artwork other
Christmas events.
We definitely feel that opting for a ‘Christmas special’ type theme is a good safe option to
pursue if the situation arises. It’s something that everyone will be attracted to, and no one
will be offended by.
We will also dip into our £1000 budget which is set by for an emergency like this, and use it
to pre buy 100 ‘Jagerbombs’ from the bar which will cost £150, and then we will promote it
to customers with the slogan “100 Free Jagerbombs for the first 100 through the doors”
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