The marketing plan aims to promote a new indie band called Hakjala targeting young adults and teenagers. The objectives are to sell 2 million albums for a new band, using social media and gaining exposure through TV, radio, and magazines to reach the target audience. Small secret gigs and TV appearances are proposed to build awareness while larger tours and signings would come later if the band gains success. The message is that the band creates relatable and exciting new music challenging genre rules. Hyperbole and emotive words will be used to promote the band and album across social media, events, and the media.

1. Marketing and PR Presentation

2. Objectives
What are the objectives for this project?
Who do you want to target? I want the band to target young adults, mostly
teenagers, who are more into the meaning and lyrics to the song rather
than the beat.
How many records do you want to sell? I would like to sell about 2 million
copies as I think for a new band it is a reasonable amount as aiming to
high may lead to be disappointment so it will be beneficial to make our aim
reasonable.
What would make this a successful exercise?
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3. Band Profile
Name: Hakjala
Age: 20-24
Previous releases:
Genre: indie
Style:
Contemporaries:
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4. Think SMART
Specific: Is there a clear aim
Measureable: How will you measure the effect?
Achievable: Is it something that you can do?
Realistic: Is this something that would actually happen?
Time-related: Are there timescales for your project?
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5. Audience
Who is the audience for this band? Young adults and teenagers
What age are they? Around 18-24
What do they look like? They just look like normal people, they don’t have
a certain style
Why do they like this band? They like this band as the can relate to the
music but also enjoy the music/beat the band makes.
Who else do they like? The audience also like Bastille, Ben Howard and
The Fray
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6. Media
What media will you use and why? Be specific about the platforms you will use. We will use social media a
lot like twitter, Facebook or YouTube as because in today's society, we are mainly online and this is where
everybody finds out about the next biggest trend or music
What magazines might they get in to? As they are a group of lads, they will obviously be a big hit with
teenage girls so they would be in popular magazines like Seventeen, also because they are an indie band
they will also get in The Wire magazine.
What TV channels would they be on? They will be on channels like MTV as this will get them more well
known and therefore the will sell more records if they get noticed. Also many teenagers watch MTV so this
will promote the band more than any other TV channel
Which radio stations would play their music? As capital play the most current music, their music will be
played mostly on capital, Viking and radio 1.
Who would they give interviews to? They would give interviews to people from the magazines they would
want to be in, like The Wire, also so well known radio stations to promote themselves and get noticed by
other people.
Which forms of social media would you use? I will use twitter and Facebook as these are the main social
media networks used by my target audience, also because people from all over the world use twitter it will be
easier for the band to become more popular in other countries apart from the UK.
How would you use social media? I would use social media to post links to any interviews or TV related
things we do so people who are interested in the bands music will be able to keep up-to-date with what's
going on, also many bands do twitcams so their fans can get to know the band more and also use twitcams
to release big information, I will also use media like twitter to post the whereabouts of any gigs or signings the
band will be doing.
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7. Merchandise
What merchandise would you use to promote this band? As the band is
new I don’t want to make loads of merchandise in case they do not sell
which will lead to a loss of money and unwanted merchandise, so I think
by having a few bracelets, tops, beanie hats and posters would be a good
number of things to start off with. We can also find out how many we
would sell by asking people on social networks as this would give us a
rough number of how many we produce. Once the band gets more well
known and more people will want their merchandise we can then start to
sell more things like hoodies, scarves, socks, writing equipment etc.
because then we will know what will sell, we could also ask fans for ideas
for merchandise and ask them what they would like if they band were to
bring something out and we could then make the most popular answer
and will not have to worry about it not selling if we know people are willing
to buy it.
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8. Manage the message
What is the message you want to communicate about this band? The
message I want to get out from the band is that they are a good group
and they are relatable to their target audience
What is the main selling point of the band and the album?
This could be that it’s new, exciting music, challenging established genre
rules.
It could be a return to form from an older, more established artist.
You could choose to use quotes from critics.
You could foreground good feedback in your adverts or your social media.
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9. Hyperbole
Every marketing and PR campaign uses hyperbole. Its role is to make
things seem better than they really are by using exaggeration and emotive
words or imagery.
What are the words you will use? What words will help you sell and will
appeal to your audience?
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10. Events
What events would you put on as part of the promotion of this band and album?
Would they play small secret gigs?
I think it would be a good way for the band to become more known to play small secret gigs
as people may start getting their friends to listen to them so by word of mouth the band will
start to become more popular.
Would they appear for a signing in a flagship record store? I think as they become more
popular they will then start to appear at signings but only when they are more well known
otherwise not many people will show up.
Would they play on TV chat shows?
Yes, I think this would be a good opportunity for the band to get themselves a good name
and also get their name known as most people watch chat shows for example Alan Carr
Chatty Man first episode had 2.15 million viewers so I think playing at the end of the show
would be good as many viewers will see them perform and hopefully decide they want to
hear more of them,
Would they go on a huge arena tour?
Once the have a big fan base then the band may go on tour as we would want to sell as
many tickets as possible so doing a huge arena tour when they have just started out would
be a bad idea as people will not know who they are so will most likely not go and see them.
What other events and happenings could you create to raise the public profile of the band?
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11. Internal motivation
What is the motivation behind this project?
What is it an important project for you?
Why is it an important project for the band?
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12. Motivation of media
Why would the media be interested in this project?
Which parts of the media or media products (be specific) would be
interested in the project?
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13. SMART
Specific: Is there a clear aim
Measureable: How will you measure the effect?
Achievable: Is it something that you can do?
Realistic: Is this something that would actually happen?
Time-related: Are there timescales for your project?
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