Direct Mail

Direct Marketing is a way of contacting those who are intresting in your event/product. This is done via email or letterho have previously shown an interest in your event. The most common form of firect marketing is direct mail, this method keeps former and potential customer interested and ensures that they attend the event or buy the product.

However direct marketing can sometimes be confused with direct mail, There are many other forms of direct marketting such as;

• Inserts in newspapers and magazines.
• Customer care lines.
• Catalogues.
• Coupons.
• Door drops.
• TV and radio adverts with free phone numbers or per-minute-charging.

Direct mail is sent out following database analysis that select recipients considered most likely to respond positively. Intrested fans visiting Katy Perrys website have the choice to submit to ‘the exclusive newsletter’

The Katy Perry team only want to collect basic infomation from fans, to ensure that the right type of infomation is sent out the the correct type of person. Below is the information that the need.



So why do they need this infomation?

1. Date of birth - This will target different age ranges with specific infomation such as say Katy Perry did a gig at KOKO only over 18's would be emailed.
2. First name - This improves customer interaction, connecting with the fan in a friendly mannor, we know Katy's name so its only fair they know ares?
3. Email Adress-This is how they contact you and how you will become part of the "mailing list"
4. Mobile number- this is optional but  more people like reciveing texts, keeping them more up to date with any news or promotional activitys.
5. Country- This is to connected with the tour as emails will be sent to people about dates and venues in specific countrys, but this also make sure there are no language barriers.

Registering for the Brit Awards is  very similar to Katy Perry’s mailing list where you fill in if you fill required details. ( all of the above) the only difference is they have an "about me" box. This will allow the brits to send out specifc infomation, for example an 20 year old might be intrested in a specific genre. This allows you to target specfic intrests.

Once an establised database is found it makes it a lot easier for the events team to directly make contact with the right type of person. Direct mail is very popular but it can also be known as "junk" mail, but a lot of the time people would of have to entered personal details to recieve the email. Both events use email marketingif they only used this marketting tool they would lose out on building customer relationship with those who have opted-out of the emails.

Direct mail's biggest advantages is its ability to make personal one-to-one contact with your customer/fan.

Other Direct Mail advantages include:

• Quick to produce. using the database, emails can be put together very quickly and be sent to a large number of people. You have complete control over the media, the audience, and your offer.
• Quicker response. Response time to direct mail is usually quicker as each respondanet would want to be contacted.You can build an advertising campaign with more confidence by testing small lists, then building to larger lists.
• Highly targeted. You can target your mailings more selectively than you can with most other media. For example the about me section allows The Brits to target precise intrests.
• Less competition. Your advertising message does not have to compete with other advertising messages.
• More personal.  Using more informal language in writing such as your first name, you can direct your letter to the specific interest of the reader.
• List of loyal customers. Direct mail allows you to build and maintain a list of prime customer for your future direct mail campaigns, such as when Katy Perry tours again they can mail the existing fans to let them know.

  

It's all about the Website

“Your website is you BRAND, your virtual SHOP and you virtual PRESENCE”

As seen in my first blog post, we know that in Great Britain around 46,683,900 people have access to the internet, where 70% of adults have a high speed internet connection, this is because of an increase in internet services. So we know it’s very popular, so let’s look at the internet usage.

Internet Usage

(TGI, 2007)

Who uses the internet?

The most popular usages of internet is more than 30 hours a week. After taking a look at statistics, generated by KMR, we can see that internet users are:

·         Variety of demographics

·         ABC1 national social grade

·         Age group 15- 44 use the most internet

·         63% female users (mintel 2010)

Websites and Events

An events website provides many functions for targeting the audience. A website is an important marketing communication tool. Internet users actively seek information on a specific topic/product or an event. Websites provide a clear link between communication and purchase behaviour.

Where to find these websites…Search Engine Optimisation?

When I began research on the chosen events, I used the most popular search engine Google to find out more information on both events. Google is the most popular used search engine, it was set up by Larry Page & Sergey Brin in 1996. Google allows internet users to quickly find our all types of information such as images, maps, news and weather. Google now has an online store. Using search engines such as Google, Ask or Bing allows potential customers to find out exactly what using pages of website choices, in the matter of seconds.

The Brits website was at the top of the search results along with over 1,860,000 other Brit related sites!

In comparison Katy Perry has around 76,300,000 results, this is a huge difference but this is because she is an artist so there will more news surrounded her other than just her UK tour.

Both events have first place when searched into Google, this is listings it is very promising as Females click on first choice in listings in 0.71 seconds and  males click at 0.74 seconds

Females less likely to go past first page this means both events are using their websites to their full potential.  Both events are using their websites to their full potential, using search engine optimization to the max, winning first place in the Google search!

Search Engine Optimasitation has changed advertising meaning companies can advertise there and position itself in a huge market.  ‘It revolutionized the ad economy, enabling marketers to pay for performance rather than space, time and eyeballs. It invented new means of targeting ads to make them efficient’ (Jarvis, 2009).

Check out my chosen events websites:

www.Brits.co.uk

http://www.katyperry.com

The BRIT's website is essentially an online "brochure" contains every aspect that you would want to know about the Brits, from the build up to the actual event. The website contains news, photos, voting options, the History and " something for the fans"

Not only can you find out information about any Brit updates there are also links to there social networking sites.

Social Networking allows events such as the Brit's to promote for free, word about the event will be spread a lot quicker and can reach a huge target audience. The Brit's loads images and logo into there profiles so there are visible for social network friends and all the users who visit your profile. To find out more on social networking take a look at the “its facebook time” post.

The website offers competitions to win tickets, below shows one of the competitions

Q: Who presented Coldplay with their award for best British group in 2003?

- David Hasselhoff

- Owen Wilson & Jackie Chan

- Jamie Oliver & Gorden Ramsey

- Katie Price/Jordan

Do you know the answer?

Competitions and promotions can be a quick and easy way for your company to help build awareness and attract more customers. Used as part of your long-running marketing strategy you can use online promotions to drive traffic to your site and gain invaluable insight into the needs and wants of your customers.

Katy Perry

Katy Perry’s website is slightly more vibrant that the Brits website but it has a similar simple layout. This site isn’t a specific tour site instead Katy Perry is the main topic. Fans can click on headings such as music, videos and news.

Social networking sites are advertised the top of her home page, where fans can go onto to find out any more information and become more involved with the tour and Katy Perry.

There is also
a section all about her tour. From this you can get tour dates, join fan discussion, and take a look at pictures and videos of performances from the “California Dreams Tour” (If you’ve for tickets don’t ruin the surprise!)

Masters of Sponsorship

MasterCard enters its 13th year of the  headline sponsorship of The BRIT Awards. MasterCard is now the longest-running music sponsor in the UK.

The BRIT's is not open to the public to purchse tickets. But by being a resgisterd Mastercard holder you can apply for tickets, this makes it exclusive.

To celebrate another year sponisring this iconic annual event. MasterCard has luanced 'Something for the Fans' . This is an promotion to engage cardholders across Britain who can enter to win a Priceless music collectable formerly cherished by their favourite artists.

Ill give you a clue.....

Take a look and see what some big artists are giving away! Click here

Sponsorship is the fastest form of marketing “Sponsorship is the purchase of exploitable rights and marketing benefits that arise from direct involvement with a personality, special event, club or agency” (Glenn Bowdin, 2007). Major events are most likely to have sponsorship. Companies spend a substantial amount of money each year on sponsoring. Sponsorship spending in the UK is over £8 million. Sponsoring an event or product is another method of interacting with the market, creating brand interaction with customers and stakeholders. MasterCard use in-kind sponsorship. In-kind sponsorship is where sponsors make their contribution in the form of goods and services rather than providing cash.

Why sponsor?
Sponsorship offers the possibility of achieving several goals at once. According to Schmader and Jackson in their book, Special Events: Inside and Out, a company can benefit from sponsorship in many ways, such as:

• Enhancing Image/Shaping Consumer Attitudes
  Driving Sales
• 
  Creating positive publicity/heightening visibility
• Differentiating from competitors
• Helping with good "Corporate Citizen" role
• Enhancing business, consumer and VIP relations

Ben Rhodes, vice president marketing at MasterCard UK & Ireland, said: "The Brit Awards is a significant component of our global entertainment strategy, allowing MasterCard to meaningfully engage with the British public in a way that matters to them, not only through traditional media channels, such as print and broadcast, but also through developing unique content for digital activities and social media, such as the Priceless Dance-Off promotion we ran in 2008 and this year's mypricelessgig promotion to celebrate 30 years of The Brit Awards

Marketting Through Magasines

Magazine advertising can play an important part in the overall marketing mix, with the main results being to maximise the target audience.The Brits and Katys Perry's tour are huge events, they will want to be regonised and gain as much coverage as possible for the upcoming events. Magazines are usually weekly or monthly publications. There are two categories: trade magazines (focus on business)and consumer magazines( lifestyle such as fashion or music). When looking at articles on the chosen events, both use fashion magasines such as heat,Elle,Company and more. This genre of magasine is used as it fits in with the intended target audience.

Advantages of Magazine Advertising

- The ability to reach specific audiences. They have highly defined readerships that allow you to focus on specific market niches. Specific groups can be reached by placing advertisements in magazines whose editorial content specializes in topics of interest to that specific target. For example, if you run an ad in an automotive magazine, you can be fairly sure the people who subscribe to it either own a car or truck, or are shopping for one.
- Relatively long ad life and repeated ad exposure. Magazines are often kept for months. Your message keeps selling.
- Excellent picture reproduction quality, and the paper is far superior to newsprint.
- Advertising messages are more image related and less price oriented
- Excellent pass-along value.

Disadvantages of Magazine Advertising

- Limited flexibility in terms of ad placement and format
- Higher production costs.

Keeping these advantages and disadvantages in mind, im going to focus on two particular magasines; The company where it covers The Brits and Elle, where Katy Perry is March's cover.

"Company signs six-month partnership with Brit Awards"

Lifestyle Fasion Magasine Company, signs a six-month contract whcih started last November. The magazine would feature coverage on The Brit Awards.

Checkout the article - http://www.brandrepublic.com/go/news/article/1035371/company-signs-six-month-partnership-brit-awards/



The Novemeber 2010 issue, mentions on the front page how Company readers could win BACKSTAGE access to the Brit's! WOW!The magasine covered topics such as nomintations

Katy Perry is the cover of this months ELLE. The magasine article focuses on Katy Perry lifestyle such as her fashion and her relationship with husband Russle Brand. She does mention how she will be busy this year with her tour. Even though this is not a article about her tour, just by mentioning the tour its a way of advertising the tour to Elle's readers.

BRIT's on the Radio

On the way to a marketting Lecture driving along listening to Capital they annouched they were offering a bunch of listeners 4 Brit TICKETS!

Heart's Radio station, later that day in the evening had the same style of competition, where listeners call up when a specific song is played.

The radio is an interactive marketting tool. It allows a higher degree of intercation to be made as listeners "hear" the message.The Radio advertises local and national events. Both events are music events therfore is listeners like a particular track such as "forget you" by Ce-Lo Green,they could then go on to finding out more infomation on that artist. The radio therfore is known as "radio with a buy button" (Smith and Taylor,2004) Digital radio offers instant interaction and has the power of building communitees such as Capital radio has a strong follwoing from "Londoners". The Radio contriubutes to the power of E-marketting as its another form of media which is linked to the internet.

Capital Radio is working alongside the Brits. Capital Listeners will be the "voters" for the Best British Single!

Check out the top 10 contenders or vote!. http://www.capitalfm.com/brits/british-single/

It's Facebook time!

Facebook; The domination of Social Networking

Facebook is a huge networking site allowing people to view pages of information. Facebook was founded by Mark Zuckerberg with his college roommates and fellow computer science students Eduardo Saverin, Dustin Moskovitz and Chris Hughes. It was launched in 2004 so it is relatively  young, however the success is phenomenal.

Ask yourself who do you know who hasn’t got facebook? Even my Nan has got it!
A few months ago even a film was realised, featuring Justin Timberlake.

Some Statistics

•  Facebook has more than 600 million active users
• Most of Facebook's revenue comes from advertising
• A study(compete.com, Janauary,2009) ranked Facebook as the most used social network service by worldwide monthly active users, followed by MySpace

 

As we can see its apparent that all age groups use social networking to keep up with general news, gossip and friends/interests lifestyles. Both chosen events have "official" Facebook pages and they use these to their full potential involving Facebook friends through interaction such as status updates, pictures and videos.


The BRIT Award's Facebook Page focuses on promotion Brits news, such as ticket competitions, The Brits CD. They make sure fans are aware of any performances, or backstage gossip!

some posts

 I became "friends" with the Brits official fan page. The Brits has 20,308 "likes"
They update there posts daily, so fans don’t miss out on any opportunitie s to have there say on the Brits or to enter competitions. I applied for tickets but no luck :(

Katy Perry's Facebook page

Katy Perry has a massive 19,424,795 "likes" meaning that she has a lot more followers compared to the Brits. Posts are updated regularly and mentions her tour and music such as her new single E.T out this week on I tunes. Not only is there a post page , there are links to events, pictures and the music store, where people can buy her music.

some posts

Marketing -the online version of word of mouth

Social marketing, a new-ish Internet marketing tool and is becoming a big trend. It can be a great asset if used properly. The beneficial effects of social marketing can be huge.

Social networking was a popular Internet activity in 2010, with 43 per cent of Internet users posting messages to social networking sites or chat sites, blogs etc. Social networking activities proved to be most popular among 16 to 24-year-olds with 75 per cent posting messages, while 50 per cent of this age group uploaded self-created content. However, social networking is not limited to young adults, with 31 per cent of Internet users aged 45 to 54 having used the Internet to post messages, while 28 per cent uploaded content.

Why harness social networking?

Using Facebook will allow the both events to - 

•  hit a targeted segment of internet users. 
•  reach its objective making the event more aware off
•  gain a big pop in visibility gaining more and more publicity for every new “friend” they get.

Facebook has a simple, straightforward design. It’s visually orientated, meaning almost anyone who uses the internet will know how to use it. Internet users are bombarded with pop-up ads every day which the majority of are just ignored. Using Facebook works a lot better than online ad campaigns because people have the choice of selecting whether they want to hear about the event. Social networking provides a more human touch in attempting potential “likers” customers.

All businesses aim to increase their audience. Before the Internet, many spread the word through word of mouth. Social marketing has now taken over as the online version of word of mouth.



Getting people involved.

Westwood gets on board with the BRITS

The phenomenal designer Westwood has designed a new trophy for this years awards show! Westwood was asked to create a fresh visual identity for the ceremony.

Here it is!

Very British....What do you think?



Is it smart to use celebrity endorsements as a marketing tool?

The Brit’s put a substantial amount of money into marketing in an attempt to make the annual event even more superior; with their switch to a new location it was ideal to create a new trophy.

Celebrity endorsement is using a recognised person figure such as a musician to support an organisation. The image of this person is used as in a marketing strategy to promote the product or event.

Celebrity endorsements motives:

·         Instant Brand Awareness and Recall.

·         Celebrity values define, and refresh the brand image.

·         Celebrities add new dimensions to the brand image.

·         Instant credibility or aspiration PR coverage.

·         New client interests.

 The Brits has a superior brand image. The awards night is a red carpet ,champagne event.  The Brits linked the image of Vivienne Westwood , which as a celebrity has the same attributes that the awards night portrays.

BRIT’s Chairman states -"Vivienne stands for all the things we want to inspire in tomorrow's generation of artists. She continues to be unique, innovative not to mention massively inspired by music and vice versa. We are honored she accepted our offer of designing 2011's trophy."

 

Katy Perry California Dreams 2011 tour gains YELLE as support

Katy Perry Tweeted - “Excited to announce that @YELLEtweets will be on #THECALIFORNIADREAMSTOUR in the UK! She's TRES CHIC as F*ck! Check her out: http://www.yelle.fr/”



So is an supporting act , supporting a marketting straegy?

A method to expand your audience is to serve as a support act for a known main act on multiple tour dates or to open a show for a larger act, Yelle will most definitely be able to reach a wide target audience as Katy Perry is a huge international star....But what will the "California gurl" tour achieve from having a support act, well not a huge amount really, Katy is well established however it could bring in YELLE's fan base as fans will want to see Yelle perform at such a huge venue, therefore she will reach a wider target audience. Katy will create a positive image of herself by  supporting a "unknown" band instead of having "b" list performers which are typical on big tour events, take Rhianna for instance she had Pixie Lott and Tinchy Stryder as support. This will create positive media coverage when articles come out about the show later on this month.

This Years Nominations

This year looks to be the year of the BRIT boy's. Tinie Tempah, Mudford & Sons, Take That and plan Plan B all have multiple nominations!

If you've got time watch the nominations announced on ITV2.

Lets gets it started.

Kicking off the iconic Brit Awrads, the Launch Party will see nominations announced at the indigo o2. On the 13^th of January . upcoming new artist Jessie J played her first single “Do It Like A Dude” but the acostic version, I prefer the original version. UK rapper Tinie Tempah delivered the first live performance of his new single "Wonderman"alongside Ellie Goulding! Check it out. It’s amazing!

Overall it looked like a good night to promote the Brits being broadcasted live on the 15^th of Febuary 2011.

Katy Perry announces UK tour dates mostly through journalism where articles were realised into a variety of newspapers and magazine such as the mirror and heat .

 Tickets sold out in a matter of minutes. Katy then performed on the X Factor and announced that more tickets were to go on sale.

S.T.P Marketing and Profiling

S.T.P= Segmentation, Targeting and Positioning.

Segmentation is the process of grouping the market into distinctive groups to gain for example,

·         demographic this is basic information such as age, gender, culture, social class

·          behavioural

·         Geographic such as where you live

·         psychographic is any interests such as music, fashion

Targeting is known with Doyle's 5 factors which assess the segments attractiveness.

Positioning is the process of choosing the right target market Positioning is the implementation which creates the overall event image to the chosen market.

Following STP the events organisations can reach the specific market who will attend events.

"Nearly two fifths of adults claim to have visited a music concert or festival during the past year, with nearly a third having been to a concert and one in ten claiming to have been to a festival" (Mintel, 2009) From these Mintel statistics it’s apparent that there is a target audience for The Brits and the California Girl tour.

Who will go to The Brits?

The Brit Awards segmentation will have a broad range of demographics across the UK as the live event will be broadcasted to a huge audience. In 2008 the show was broadcasted to an audience of 6.1 million. The Brit awards are the largest UK music awards show therefore I can make the assumption the audience will have the main interest in music. Finding a specific audience for the Brits is quite hard, therefore I’ve chosen to look at the most popular music agent the NME, which the annually mentions the Brit awards.

Using this as a basis to get a profile for a Brits attendee or watcher we can see its most likley to be a male, who's aged 16-24 in the ABC1 catagory.

Who will go to the Katy Perry tour?

After her sell out Hammersmith show in a few hours, I can see she has A Lot of fans. To get a profile of people who will attend her tour I’m going to look again at the media which Katy Perry’s features in, specifically looking at a recent interview in Cosmopolitan. The interview includes information on her general life and career.

for the Cosmopolitan interveiw, click here.

“Cosmopolitan magazine holds a spot as one of the most successful women's magazines of all time. In the late 1990s it boasted a circulation of 2.4 million readers in the United States, and an impressive 29 editions in other languages” (Book Rags,2010)

The Cosmopolitan website provides demographics; looking at these we can create a profile of a potential attendee to her tour. The assumed profile would be mostly female aged between18-34, earning on average $27,000+.

The marketting tool both event teams chose have to reach the taget audinces, therfore they should use all forms of marketting tools which will reach 18 - 34 age group.

A bit about the Events

The BRIT Awards are a huge, multi media brand encompassing everything that’s great about music. World class professional talent, unique live performances, celebrity news, and backstage action! The Brit Awards are the officially known as the British Phonographic Industry's annual pop music awards. The awards began in 1977 and is as annual event. The 2011 Brit Awards will be held at the O2 Arena in London, for the first time, moving from the original venue of Earls Court. This blog will focus on the live broadcasted event on the 15th of Febuary.

Katy Perry

Katy Perry (born October 25, 1984), is an American pop musician. Born California, and raised by Christian pastor parents, Perry grew up listening to only gospel music and sang in her local church as a child, she released a self-titled gospel album in 2001, which was unsuccessful. She later realised her first Internet single "Ur So Gay" this gathered public attention but failed to chart. She rose to fame with the release of her second single "I Kissed a Girl" in 2008, which went on to top international charts. Perry's first mainstream studio album One of the Boys followed later that year and subsequently, became the thirty-third bestselling album worldwide of 2008. The album Teenage Dream was released in August 2010 and debuted at number one. The album includes hit such as"California Gurls", "Teenage Dream" and "Firework", all of which topped the charts.

On the 11^th October 2010 Katy Perry announced her UK tour, playing in the Hammermsith Apollo on the 19^th of March.

Tour dates –