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- Advertising Priciples and Practices Project
- UCLA Los Angeles, 06/20/2005
- Project made by
- Adrienne Papp revised 2006
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- Introduction
- Situational analysis
- Target Audience
- Marketing Plan
- Advertising Plan
- Media Recommendation
- Advertising Recommendation
- Budget
- Conclusions
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- Doe is an accomplished artist, well known in Canada
- His work is high-end, elegant interior/exterior sculptures, portraits
and architectural designs. He has a diverse product line.
- He is known for his classical style and unique slant.
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- Actual situation
- Doe is being introduced into the American market.
- He builds on his name and accomplishments in Canada
- Competitive atmosphere
- No official data, estimate is 250 sculptors in America.
- Statistically 25% of 250, or 63 sculptors pose competition.
- Marketing Climate
- Our target audiance is unaffected by economic fluctuation.
- Investment in art and sculpture is stable because art does not lose
value.
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- Demographics
- Generational
- Psycographics
- Vals
- Geography
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- ������� United States of America
- High net-worth individuals:����������
2.5 Million
- Corporations and Institutions:������������ 2, 800
- Government Offices:�������������������������������� 52
- Hotels:�����������������������������������������������������
500
- Country and Golf clubs:�������������������������� 300
- Universities/Collages:����������������������������� 200
- Art collectors/Consultants:������������������ 2, 000
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- Ages/Generation:
- Silent Generation
- Baby Boomers
- Generation X
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- Elite Individuals
- Average income is $ 1 Million +
- High spenders
- Businessmen
- Senior Executives/Owners/Investors
- Celebrities/City Council Man
- Architects, Interior Designers, Real Estate developers
- Hotels/Banks/Recreational Areas/Golf Courses
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- Actualizers
- Successful, sophisticated, active, "take-charge" people with
high self-esteem and abundant resources.
- Their lives are characterized by richness and diversity.
- Their possessions and recreation reflect a cultivated taste for the
finer things in life.
- Achievers
- Successful career and work-oriented people who like to, and generally
do, feel in control of their lives
- Image is important to them
- They favor established, prestige products and services that demonstrate
success to their peers
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- Geographical locations (in USA):
- East Coast : From Boston to Washington
- Great Lakes Region: Greater Chicago, Toronto
- West Coast: Southern California, Bay Area
- Aspen, Vale, Colorado
- Las Vegas, Nevada
- Richest Zip codes in the US (Possible candidates for direct mailing)
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- OBJECTIVE
- Create awareness
- Exposure
- Name recognition
- Close sales
- Increase sales of Doe�s sculptures to 13 units or $260,000 per year by
increasing awareness among architects, interior/exterior designers,
art-lovers, in brief: our target audience
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- STRATEGY
- Develop an advertising/marketing campaign targeting our audience to
enhance the awareness and perceived value of these sculptures.
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- TACTICS
- Price:������������ Low-cost
high-quality product (75% margin)
- Product:������� Utilize diversity
of product line for market����
���������� �������� segmentation; assure� customer satisfaction
- Promotion:��� Base� the advertising campaing on the
�percentage of��� �������� sales� method (10% of revenue yearly)
- Place:������������ Increase number
of places through a large variety of ��������� sales channels as outlined in
marketing plan
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- Advertising Communications Objectives
- Strategy
- Tactics
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- To reach 100 % of our target market within
- ��� 3 years.
- Create 650 exposures in order to sell 13 sculptures thus reach our
breakeven point of $ 280,000 in sales. ( 2% response rate)
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- 1. Media Exposure
- 2. Gallery Exhibitions
- 3. Professional Exhibitions
- 4. Public Relations
- 5. Direct Mail (includes �bundled� advertisement)
- 6. Internet advertisement
- 7. Architectural Bookstores
- 8. Create free exposure by displaying sculptures
- 9. Museum Exhibitions
- 10.Donations in return of exposure
- 11.Art-Festivals
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- 1. Media Exposure
- ��� a)� Magazines:�� Advertise in the following magazines
at various times of the year. Address the Christmas Holidays (both
shopping and vacation seasons), construction and remodeling seasons,
such as spring and fall. Run the ads as many times as budget of $20,000
allows, which is about 2-3 times in each. Show photo image with the
artist and/or without (various for various magazines) and add contact
information. Schedule interviews with the artist, and/or PR presentation
of unveiling a monumental piece. PR should be for free.
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- Magazines:
- Architectural Digest
- Aspen
- California Homes
- Western Interiors
- Robb Report Luxury Homes
- American Art Review
- Antigues & Fine Art
- Elle Decor
- Los Angeles Times
- The New Yorker
- Business Week
- Chicago Tribune
- New York Times
- Habitat
- Home & Lifestyle
- Better Homes & Gardens
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- b)� Other Professional
Publications (mostly local publications)
- ���� Advertise in form of images in
as many publications and as many times as budget of $ 4,000 allows.
(About 20 exposures) Mainly do press releases and interviews here.
(Press release on his �new art-books� and perhaps the unveiling of his
monument �Wings of Prey�, as PR and free of charge)
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- List of Professional Publications:
- --�� Art News
- Art World News
- Art Business News
- Popular Photography
- International Artist
- Metropolis
- Digital Fine Art
- Digital Output
- Fine Furnishings International
- Flash Art
- Hospitality Design
- Art Forum
- Architecture
- Art in America
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- C) List him in professional directories, (these listings are usually
free or use $2,000) such as the
- The Franklin Report
- The L.A. Home Book
- Information Source: Audit Bureau Circulation; Traffic Audit Bureau;
Internet search, etc.
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- Schedule a brief interview if possible with the following channels, but
definitely run a 30 sec ad of slideshow of his sculptures with contact
info superimposed and music underplay. See TV ad under creative tactics
- Sunday Morning, CBS
- Meet the press, NBC
- This week in Washington, ABC
- Face the nation, CBS
- Good Morning America, ABC
- Fox News
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- Gallery Exhibitions, Professional Exhibitions, Architectural Bookstores,
Free Exposures, Museum Exhibitions, Donations and Art Festivals from our
Media Mix list will be enhanced by printed materials and posters ( Osprey
Fountain / Wings of Prey)
- Estimated cost for 1000 posters $ 5,000
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- Direct mail
- Send catalogues / flyers / business cards with images and information
printed on all of them our target audiance. In the first year we should
create 650 exposures as our objective stated. The printed material
follows the principles of media rationele
- Send �bundled� advertisement to architects and target audiance (see Ashby
and Shopping Center)
- Emails to all personal contacts and word of mouth leads
- Estimated cost: $ 4,000
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- �- CD Business Cards (print
staging, images, bio and information on artist, website, contact data)
- Estimated cost: $ 1,500
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- Internet Advertising
- His website can be viewed at www.website.com. An upscale, classy, and
esthetic design that is still under construction.
- Create exposure by
- ����� Pay-per clicks (Goggle,
Yahoo, etc.)
- ����� News and blog
- ����� Cross linking
- ����� This would ensure that his
site pops up at all relevant searches and under numerous keywords,
such as: art; sculptures; interior decoration; exterior decoration;
landscape; sculpting; portraits; etc�
- Estimated cost: $ 6,600
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- Place the already existing catalogies/flyers and the posters in
strategic places, such as art galleries, museums, art communities (i.e.:
Artbrewery � LA; Bergamott Station- Santa Monica) and
- Austrian/Hungarian Cultural Institute
- Governmental Institutions
- Schools and Universitites
- Hungarian Consulate/Austrian Consulate
- Hotels, Golf Courses and Recreational Areas
- Fortune 1000 companies
- Auction Houses
- Estimated cost: $ 7,000
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- Advertising Communications Objectives
- Creative Strategy
- Tactics
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- Objectives
- Create lasting impression
- Create continuity
- Create a high-end, prestigious presentation
- Make the artist into a celebrity
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- Strategies
- Impress the mind with vivid, but elegant colors
- Create lasting impression through colors and movement using photograpy
and motion picture ( the customer only sees the photo not the three
dimentional sculpture)
- Create flow and ease of presentation yet shock with beauty and
arrangement for attention
- High-end, prestigious presentation
- Continuity
- Similarity
- High quality medium
- Tasteful pick of colors and arrangement, thrive for simplicity
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- Tactics
- 1) In magazine ads: have a celebrity make a statement with the ad, such
as �Doe is the Michelangelo of our times� for instance by Clint Eastwood
- 2) On TV ad incorporate narration of: �Because you want the true
treasure of a lasting piece of art by the Michelangelo of our times�
- 3) Our catalogue already exists with continuity
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- Run a slide show of his most beautiful pieces. Start out the music �Once
Upon A Time� by Enrico Morricone. Have a narrator say in a low,
pleasant, unique voice:� �Because
you want the true treasure of a lasting piece of art by the Michelangelo
of our times�
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- Visual pleasure / enjoyment
- Art collection
- Prestige
- Product guarantee by visual computer simulation: the customer sees the
non-exisitng sculpture in its final environemt installed and the
sculpture stages as if existed.
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- Focus Groups
- Questionnaires
- Interviews
- Feedback from existing clients
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- Media budget: $ 70,000
- Cash flow projection: $ 280,000 in the first year
- Timing and Tactics:
- the first year is going to be a pay out plan( $70,000.00)
- Following years: percentage and sales will be allocated for advertising
expenditures, following the chart below:
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- Doe has to be made into a celebrity artist. �The Michelangelo of our
time.� Although we only have $ 70,000 to advertise, which will cover all
mediums except TV ad, we will be able to raise the money for a 30 sec
slot, which we estimate at $ 100,000.
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