HMV's target audiences are 16-30 year olds who browse the store and occasional buyers, "music geeks" who visit weekly, and older customers over 60 who visit for specific items. However, HMV events mainly target 16-30 year old students and adults who enjoy music and festivals. Sales are falling due to increased online shopping. The document proposes promoting HMV's "Next Big Thing" music festival in February 2012 using flyers, posters, billboards, train tickets, and web banners to increase sales and prevent further declines. Various designs are presented for the promotional materials targeting the 16-30 year old audience in the months leading up to the event.

1. Sophie Merritt & Gilly Genge

2. Target Audience
HMV’s main target audience would be 16-30’s of both
genders. (Browsers who make the odd purchase)
You would then have your ‘Music Geeks’ who would be
those people who visit the store every week to see what is
new. (Weekly visitors who often make purchases every
time)
And then you have the 60+ audience who would tend to
be men who only come in when they need or want
something specific.
However, HMV’s events and festivals would mainly be
aimed at the audience of 16-30’s. Young students and
adults of both genders who enjoy music, festivals, alcohol
and a social crowd.

3. The Problem
Despite HMV being the leading retail company for
entertainment with 285 stores in the UK, sales are
continuing to fall due to the recent development and
popularisation of web 2.0
More and more people are using the Internet to source
their films and music, resulting in a huge loss in customers
for HMV

4. Our Intentions
Our intention is to prevent the sales from decreasing
further and increase HMV’s intake
We wish to achieve this by advertising other services that
HMV provide that have not already been promoted in
detail

5. The Solution
One of HMV’s most recent events is ‘HMV’s Next Big
Thing’, which is based in various venues and runs from
2nd-12th February 2012
Our plan is to use this event to promote HMV and keep it
alive – founded in 2010, it is a fairly new event and is still
attracting a new audience
By promoting and advertising this event in and outside of
the stores, it shows that HMV can pull through and with its
customers help, will survive and continue to make a profit

6. The Solution
We will use various advertisements to promote HMV’s
Next Big Thing
This will consist of: flyers, billboards, posters for HMV’s
own venues (i.e. Hammersmith Apollo), designs for the
back of train tickets in London, web banners, etc.

7. Designs
These are the designs for a small flyer (approximately the
size of a business card) that will be placed in the bags of
HMV customers
These will start being used three months before the event
to give people more time to purchase tickets if they are
interested
Front Back

8. Designs
This is the design for a
poster to be used in the
different venues in which
HMV’s Next Big Thing will
be held
These will be put up
approximately 4 months
before the gigs
As the dates draw closer
the posters will be
displayed in more public
places to attract a larger
audience

9. Designs
These are designs of billboards that will be used to promote
HMV’s Next Big Thing, approximately one month before the
shows
Each billboard has a different act from the festival’s line up on
it

10. Designs
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This is the design for flyers
that will be handed out after
different gigs or events
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They will be distributed mainly
IG IN at the venues which the
2nd - 1 th F B U R
2 ERA Y festival will be held in, but also
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outside clubs to attract a
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11. Designs
This is the design for the back of a train ticket
These will be used mainly around London, and will begin
being used about 2 months before the event

12. Designs
This design along with various others can be used to promote
HMV as a store… informing the audience as to what the store
has to offer. Various different images will be used to relate
each poster to a particular genre. I.e. Music, Film, Gaming
and many more.

13. Designs
Also as a form of advertising and promoting a web banner
has been designed. It is an animated design that introduces
the festival and the store as well as what to expect from both.
The animation will be featured on various web pages as well
as the HMV website. It can appear on social networking sites
as a form of advertising to a broader audience.