The document proposes marketing a custom leather-bound planner printed with lyrics from the Zero 7 album "Give & Take" to the album's target audience. The planner would be sourced from Papachina.com and sold through the Boston bookstore Trident Booksellers & Café and the website UrbanOutfitters.com. The target market is female professionals ages 25-34 who live in major cities and are organized, career-oriented, and interested in music. The planner aligns with the album's themes and provides a high-quality product that can organize schedules while allowing access to the artist's music.
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1. Zero 7 – “Give & Take” Product Proposal:
Custom Leather-bound Planner
By Nick Orlando
2. 2
The product that I chose to develop and market the Zero 7 album, “Give & Take” through is a
custom printed leather journal/day planner. This planner will have inspirational and mindful
quotes of lyrics from songs of the album printed on the monthly pages, and an album download
code will also be printed inside. This relates to the theme of the album and the artist’s brand in
that they have a very inspirational and reflective tone to virtually all of their lyrics and songs.
Additionally, many of their songs have hints and themes of traveling, especially with this album,
and this product can be used as a travel journal.
Zero 7’s target market and biggest listeners are females ages 25-34. According to Next Big Sound
below, most of these listeners live in and around major U.S. cities such as New York, Boston,
Chicago, Denver, Seattle, and L.A. These cities are all homes to some of the biggest companies
in the country, and this older portion of the female-millennial generation are the up and coming
stars and professionals at these organizations. This all being said, the majority of these listeners
have established careers, are highly organized, detail and goal-oriented. These types of females
are the ones who take time at every weekend, to diligently schedule and write down their
commitments, goals, and appointments for the upcoming week. This is why a nice fine leather
planner is a perfect product to market towards these listeners.
A recent survey by Earnest displayed results that female millennials are much better at “adulting”
than their male counterparts – this includes things like staying organized, taking charge of their
finances, and establishing goals with their careers and other areas of their lives. (Martin, 2017).
Some statistics from the survey that back this up are that more of these women have steady jobs
than men (65% versus 53%), have their own insurance (74% versus 53%), and have bought or
3. 3
leased their own car (72% versus 51%) (Martin, 2017). This level of maturity and diligence in all
areas of their lives is often due to something as simple as personal organization – like making use
of a scheduler or daily planner and goal journal. These statistics further affirm our confidence that
this product will be a very easy buy for the target audience of Zero 7.
The first manufacturer we believe is a great option to source this product is InkHead.com by
Deluxe. Inkhead provides custom printing service a wide variety of products which include the
perfect small leather-bound planner that we have in mind for the promotion of Zero 7’s “Give &
Take” album. This product is entitled the “Tuscan Leather Writing Pad” on their website and is
described as the “perfect gift for the busy professional”. It includes features such as having the
ability exchange the paper pads for reuse the following year(s), a pen loop, and is made PVC free.
Its dimensions are 9-1/2” Length by 12-1/2” Height x ¾” Width. The printing method is
“debossed” and they offer no charge for art modifications as well as free virtual proofs. The cost
to produce 300+ planners is $12.74/piece, and production time is typically around 5 days. We
plan on ordering an initial amount of 500 units, which will be an estimated cost of $6,370.00.
4. 4
Shipping cost on order of 10 or more units are free, so this will be the final cost of production
(Inkhead, 2018).
The second manufacturer we are considering is Papachina.com. This company also provides a
wide variety of custom printed products in wholesale quantity. The product that we are looking at
is entitled the “Business Office Notebook”. This product features a genuine leather cover printed
through debossing method, a “daily reminders” notepad type, and a leather strap with button to
protect the pages while travelling. It measures 21.8 x 14.7 x 2.9cm. The price of production is
$4.84 at 100 minimum units, which would be a total of $2,420.00 with free shipping. Typical
production time is 2-3 weeks, but expedited production may be available upon request (Papachina,
2018).
We are requesting samples from each manufacturer, but based on initial research and pricing we
believe that Papachina.com will be the source that we have our “Give & Take” planners sourced
5. 5
through. The overall quality of the planner appears to be superior at a much lower price, is
available in multiple colors, and we believe that the look and feel of the leather as well as the
layout of the pages will be more appealing to our target market.
The brick & mortar retailer we intend to market this product through is Trident Booksellers &
Café, with their keystone location residing in Boston, Massachusetts. The main reason we selected
this retailer is according to the Next Big Sound analysis of Zero 7 listeners, Boston has one of the
highest concentrations of fans of their music. Trident Booksellers & Café is located on the very
trendy and hip Newbury Street, which is an area where many young millennial professionals are
residing. In the store customers can browse a wide variety of printed books, music, and things like
calendars and planners! It is also a very popular spot for professionals to go to get some reading
or computer work done. Being that this retailer sells both music and planners and is a known
hotspot for our target market, it will give us a unique position to get this product in front of potential
customers. To stick out in the store, we plan on having a small display of the product located both
in the music section, as well as with the other daily planners and journals. To drive traffic to this
location we will promote our partnership with them via Zero 7’s social media channels, as well as
make use of Google AdWords to target young professionals located in the greater Boston area.
The online retailer we plan on marketing this product through is UrbanOutfitters.com. Urban
Outfitters is a lifestyle and clothing retailer that is very popular among millennial females, and
specifically (given the name), those who live in urban areas. Although they are mainly a clothing
and lifestyle retailer, they do occasionally sell other products. Having the “Give & Take” planner
available on this website will really allow it to stand out – consumers of this sight really enjoy new
6. 6
and creative styles of clothing, thus making it the perfect place to market a new and creative way
to deliver a music product. To drive traffic to this site we will again promote through social media
and targeted Google AdWord campaigns, as well as hang visual flyers at a few of Urban Outfitters
brick & mortar locations in cities such as Boston, New York, and Chicago.
The suggested retail price of this product will be $39.95, and we will market it to our retailers with
a wholesale price of $22.95. When picking out something that is going to be used repeatedly in
their daily lives as well as help keep them organized with their schedules and goals, our target
market of female, millennial, young professionals want a quality product rather than a cheap flimsy
notebook. Leather-bound planners that are sold through major retailers such as Amazon are priced
anywhere from $25 all the way up to $100+, so we believe that $39.95 is a very modest price,
especially being that it also includes a download this amazing new album (Amazon, 2018). This
product will satisfy benefits sought such as having a high-quality planner and organizer to keep
track of their goals and commitments, provide access to some of their favorite music, and will also
add a new and deeper connection to the artist for these fans and customers.
7. 7
References
Amazon.com: leather planner - Planners / Planners, Refills & Covers: Office Products. (n.d.).
Retrieved from
https://www.amazon.com/s/ref=nb_sb_noss?url=node%3D1069456&field-
keywords=leather+planner&rh=n%3A1069456%2Ck%3Aleather+planner
Analytics and Insights for the Music Industry | Next Big Sound. (n.d.). Retrieved from
https://www.nextbigsound.com/profile/3688
Martin, E. (2018, June 20). Here's how much better at 'adulting' millennial women are than men.
Retrieved from https://www.cnbc.com/2017/10/04/heres-how-much-better-at-adulting-
millennial-women-are-than-men.html
Trident Booksellers and Cafe. (n.d.). Retrieved from https://www.tridentbookscafe.com/
Tuscan Leather Notebook (n.d.). Retrieved from https://www.inkhead.com/tuscan-leather-
writing-pad/23843/#.W3C72v5Ki_J
Urban Outfitters. (n.d.). Retrieved from https://www.urbanoutfitters.com/
Wholesale Business Office Notebook from China Cheap Business Office Notebook Suppliers |
PapaChina.com. (n.d.). Retrieved from https://www.papachina.com/business-office-
notebook
