Marketing Campaign

MARKETING CAMPAIGN 1

MARKETING CAMPAIGN 8

Marketing Campaign for an Electric Violin

Campaign Overview

This campaign plans to create awareness of a new musical instrument, the electric violin, which intends to replace the tradition violin product. Most music companies have invested in this platform, and most of them produce the old violin. This particular business ought to provide a unique, quality, and affordable product that uses electricity to produce sound and therefore making the users’ work easier (Biaudet 2017).The electric violins has been listed under the family of new hybrid instruments, which are efficiently well organized to become key instruments in the modern music platform. The violin’s vibrations inside and outside the instrument go through electronic processes and the vibrations are transformed into the sound required by the particular player of the instrument. This instrument is relatively compared to the electric guitar, and plays fine music based on the experience and talent of the player. The campaign will cover the whole of New York to get the required target audience and the willing customers, who are interested in the new products from the new business. The field and marketing officers will advertise the new musical instrument in concerts planned, to educate the public and upcoming musicians on the benefits and advantages of the new electric violin compared to the old instruments.

Supervisors will ensure that the carried out field research is collected from marketers in due time and submitted to the office for analysis. The supervisors also have to ensure that the marketers have all the required marketing materials, to make this campaign a success. The management will then oversee, analyze the results and make appropriate decisions to run the campaign as planned to achieve the short-term objectives of the new business. The campaign aims to study and analyze the existing marketing competition and to have a clear understanding of the current music industry as well (Lo & Fang 2018). The campaign will analyze all the competitors; the competition strategies employed by each music company and the strengths of the market plans owned by the companies. This will enable our new business to overcome competition and stabilize in the new market. From this campaign prospect, our new business will outline the best competitive advantage strategies, such as advertising the new electric violin on social media platforms and testing the instrument inside most famous hit songs to gain stability in the new market full of competition. The campaign will oversee whether the existing market strategies to promote sales still work and if no, then new promotion strategies will be devised, to improve the sales of the music product in the strange market.

The campaign will target the ideal customer in the new market, who tend to be young upcoming artists, music producers, video producers and most Deejays in known clubs and concerts. The final consumers of the product are key in business development. Without customers, the business will have to shut down since there will be no sales made, hence, no income. The campaign will therefore look for loyal customers in the market through product testing and advertisements in the public. In this campaign, stronghold markets will be isolated and analyzed to create a sustainable market loyalty between the customers and the new business (Mei, Zhao & Yang 2017). The new business will offer promotions by selling the new musical product at a lower price compared to the normal market prices. High-end violins cost as much as £2000. However, our business plans to sell the electric violin at a student entry level, for as low as £350. Our product is also of higher quality compared to the other products from the competitors. The campaign will also address this to ensure that most customers are interested in purchasing the product. We understand that most people are attracted to quality products and facilities and therefore this will ensure achievement and stability of our new business. In the current millennium, no one is interested to listening to old instrumental music and therefore, musicians will want electric violin sounds in their hits.

The campaign will also define our marketing structure, strategies, and tactics that will ensure the new business adapts to the new environment quickly, with more sales expected from the commencing dates. The campaign will also create a unique pricing proposition that will determine the market prices of the electric violins over all seasons. The strategy will oversee the changes in prices at different moments in the business lifecycle (Mothersbaugh, Hawkin & Kleiser 2019). The concept adopted by this new business is to satisfy the customer needs and wants through solving customer problems. Therefore, the campaign will test this concept to oversee whether there is the achievement of this objective. The marketing campaign will also test the marketing approaches for implementation and future use. The essence of this campaign is to understand the product’s lifecycle and the relevant product strategies to maintain the product in the music market.

The main goal of conducting this marketing campaign is to create brand awareness for the new products in the market. This is a new business in the market, therefore, there is a need to enhance the relationship between customers and the new business, and this will be targeting new more customers in the end. Another objective is to increase market sales of the new music product, because of gaining more customers in the music market. From the increased sales, the business plans to increase the market share. The projected and planned outcomes are meticulous basing on the laid strategies. The possible outcomes include; definite growth in the music industry, market expansion, and increased sales of the music product (Zavattaro & Fay 2019). The business will also have more customers that are loyal and therefore will gain a competitive advantage in the music market. The campaign will target university and college students, who have mostly ventured into the music industry and have the passion and interest in producing, editing and compiling arts to create music. In this regard, the target audience is university and college students, in the school of music. The projected budget for this marketing campaign is £10000. This will cater for purchasing of sample products, transportation costs, lunch, purchase of research materials, and other miscellaneous costs incurred in the campaigning process.

List of Goals

The main goal of the campaign is to ensure that there is an increase in sales of electric violins in the company by laying a foundation on the planned strategies.

Another unique goal is to expand and grow the market share of the music industry through customer loyalty and brand loyalty.

The campaign also ought to create brand awareness in the market, which will attract more customers to like the new product.

The campaign will target new customers through advertising and product testing to gain a competitive advantage over other companies with the same kind of products.

The campaign also targets to create and enhance customer relations through product promotions and timely delivery of services required.

The campaign also targets to launch other new musical products that are of more quality, affordable, and that is not harmful when used.

Intended Outcomes

The business has predicted a growth in market share due to the increased sales achieved during the campaign process.

The number of loyal customers will hike because of brand awareness created during the campaign. As mentioned earlier, current hit songs require modern instruments to make music more interesting to the audience.

There will be an increase in sales of the new music product, which will lead to more income earned by the business. This income will be used in sustaining the business and will ensure the business has stock and working capital at the same time.

Based on the campaign program conducted, some competitors will close with the fact that they cannot sustain the market competition. The strategies employed by the new business will attract most customers, and therefore, some businesses in the same market will lose customers.

The campaign will ensure that the business achieves both short-term and long-term goals such as corporate social responsibility, increased profits, growth, and expansion of the business, and meeting the customers’ needs and wants in time.

The business will also expand internationally and globally, to trade in other cities and towns when sales increase and capital is abundant.

Expected Challenges

Technology is a big challenge in this marketing campaign, as this industry requires computer literate employees to conduct the campaign. To make this a success, the unskilled workers will need training which is quite expensive to facilitate now.

Handling the adverse competition in the market will also be a challenge since the competitors also have loyal customers. Therefore, convincing the customers might consume more time and resources at the same time.

Data management also becomes a challenge in this campaign, when consolidating and managing huge data collected from multiple sources is problematic.

Handling overwhelming data may be difficult as the researcher may concentrate only on important data. Therefore, the research will be incomplete due to the omitted information, which might be of use in the future.

Campaign Timeline

The new music product marketing campaign will go for three months, as from March 21, 2021, to June 20, 2021. Within this period, the management will monitor and evaluate the progress of the popularity of the musical instrument, alongside the success of the business. During this period, the business will have achieved customer loyalty through brand awareness strategies. The business will also create and establish a strong business model to ensure that a foundation is created, for other marketing strategies. Within the timeline, the business will have developed a reliable marketing strategy that is responsible for gaining a competitive advantage in the music market. There will also be the urge to recruit more staff based on the increase in responsibilities in the research campaign. This will also show that there are proceeds in the campaign and the need to increase staff intends that the campaign has expanded. There will be an increase in sales during the campaign and this shows that the marketing campaign ongoing is a success. The new product will be released on the second week of the campaign program to allow a survey on the target audience, more so, the preferable music schools in universities and colleges (Yang.et.al.2017). The music product will then be posted on social media platforms such as Facebook, YouTube, Twitter, and Gmail to create public awareness of the product. In the same platforms, the benefits and advantages of the new product will be outlined to educate people on why the product is best compared to the other products existing in the market. Within two months of the campaign period, the product will be advertised on both radio and television to ensure all are aware of the product. Promotions on the product will be ongoing all through the campaign period to ensure that customer loyalty is fully achieved and the impacts of the product are evident and multiple. The public domain holds that most youth, who tend to be university and college students, use social media, the most. Therefore, it will be easier to capture the audience and this will make the marketing campaign easier.

Campaign Budget

The projected budget for this marketing campaign is £10,000. This will cater for the purchase of sample electric violins, transportation costs, lunch, purchase of research materials, and other miscellaneous costs incurred in the campaigning process. The budget will include; the costs for starting the business, recording, printing, and publishing information on social media platforms, planning and booking of promotional venues, and for personal portfolio.

Market Research

The market research will use in-depth one-on-one interviews to collect information on the efficiency of the new product. The interview questions will be issued to the respondents and the feedback will be analyzed to find the general view of the product. The interview will include YES and NO responses to evaluate the product in terms of benefits, advantages, and disadvantages of the new product compared to the traditional violin. The respondents will also be pinned to highlight the uniqueness of the product, and will therefore rate the product basing on quality, quantity, and price.

The research will use the voice of the customer to rate its efficiency. In business, customer satisfaction is the final answer to evaluate the services offered to consumers. The responses collected from customers on whether the product satisfied their needs could tell that the research campaign was sufficient and important in promoting the product to penetrate the new musical market.

The campaign will also use observational research where the researcher will view the responses and anxiety shown by the customers in the market.

Campaign strategy

Organizing for a prelaunch promotion

There is a need to provide rumors and the feeling of excitement that the instrument is expected to solve the needs of music artists on time. This strategy will be employed to ensure that the product quickly takes off and penetrates the new market as fast as possible. Prelaunch contests, music concerts and giveaways will reward lucky winners with the same product and will, therefore, become loyal customers throughout the campaign period (Mulderrig 2017). Such concerts will make the product go viral on social media platforms and this will enable the users to share or even create TikTok challenges with music played using the new electric violin.

Creating sharable contents to promote the product

Consistently creating social media content that is audible will ensure the product penetrates the market as fast as possible. Familiar content will hit the heads of viewers on social media and this will market the product to many people. The researcher also outlined that the content might go viral on public social media platforms such as Facebook, Twitter, and YouTube, and therefore, it is good to consistently create content to attract customers until the product gains fame. Students in the school of music will be aware of the new musical instrument and this will therefore, enhance their studies as well.

Establishing good relationships with both customers and influencers

The customer relationship is key in business promotion. Therefore, it is good to maintain good terms with consumers to know their needs and dislikes. Preferably treating customers will prompt them to become loyal to the new product. Customers would want timely delivery of the product at the required place for use (Salazar, Mills & Veríssimo 2019). The violin business, therefore, ought to strategize customer satisfaction to gain a competitive advantage in the new market. Good relations with influencers also enhances product sustainability. Influencers include; producers, suppliers, and manufacturers who will always ensure that the product is delivered to the respective business in due time for customer use.

Taking good care of customer service

Customer services during the campaign period will also enable the product to take off quickly and penetrate the new market. Customers should be handled carefully and should not be harassed, as they are part of the business. Poor handling of customers makes them quit the business and this leads to few sales in the end.

Venture into Email marketing

Most businesses view email marketing as outdated, but it is more efficient and promising when it comes to product development and advertisement. Emails can be used to deliver important content to various destinations for use and verifications to evaluate the benefits of the product on various social media platforms. Research has that thousands of individuals use emails to pass meaningful information daily. Creating ads on emails sent and received will therefore advocate for product fame and create awareness.

Other strategies such as pricing, promotions, and quality delivery

Most successful businesses have adopted these strategies, to comply with the existing market competitions. The business ought to reduce the market price of the product to make it affordable to all consumers because, during the campaign, it was highlighted that some individuals are not using the product because of the high cost. This will oversee an increase in the number of consumers from the promotions issued on the product. Quality and quantity delivery of the product will also ensure that the product penetrates the market to gain a competitive advantage over the rest of the businesses.

The product

In this campaign, the product is a new electric violin which intends to add value to the music industry. Therefore, product has to meet the needs and satisfaction of the consumer. It should be of higher quality compared to the rest of the product to be unique. The music product should be delivered in quantity to ensure that the customer is satisfied. The product should be of the preferred color and should be of no harm and should not use more electricity as this will result to more expenses. The product should also meet the expectations of the customer and should range in size. The product should also be affordable in cost.

Social media platforms

As mentioned earlier, the music campaign will use social media platforms to create awareness for the new music product. As projected, the business will afford, social media platforms such as Facebook, YouTube, and Twitter where the general marketing and awareness of the product will be conducted.

Summary

We, therefore, conclude that the main goal of conducting this marketing campaign is to create brand awareness for the new products in the market. This is a new business in the market, therefore, there is a need to enhance the relationship between customers and the new business, and this will be targeting new more customers in the end. Prelaunch contests and giveaways will reward lucky winners with the same product and will, therefore, become loyal customers throughout the campaign period (Mulderrig 2017). The campaign will analyze all the competitors; the competition strategies employed by each company and the strengths of the market plans owned by the companies. This will enable our new business to overcome competition and stabilize in the new music market. The campaign will also define our marketing structure, strategies, and tactics that will ensure the new business adapts to the new environment quickly, with more sales expected from the commencing dates.

References

Biaudet, S. (2017). Influencer marketing as a marketing tool: The process of creating an Influencer Marketing Campaign on Instagram.

Lo, Y. C., & Fang, C. Y. (2018). Facebook marketing campaign benchmarking for a franchised hotel. International Journal of Contemporary Hospitality Management.

Mei, Y., Zhao, W., & Yang, J. (2017, May). Influence maximization on Twitter: A mechanism for the effective marketing campaign. In 2017 IEEE International Conference on Communications (ICC) (pp. 1-6). IEEE.

Mothersbaugh, D. L., Hawkin, D. I., & Kleiser, S. B. (2019). Consumer behavior: Building marketing strategy. McGraw-Hill Higher Education.

Mulderrig, J. (2017). Reframing obesity: A critical discourse analysis of the UK’s first social marketing campaign. Critical Policy Studies, 11(4), 455-476.

Salazar, G., Mills, M., & Veríssimo, D. (2019). Qualitative impact evaluation of a social marketing campaign for conservation. Conservation Biology, 33(3), 634-644.

Yang, J., Liu, C., Teng, M., Chen, J., & Xiong, H. (2017). A unified view of social and temporal modeling for B2B marketing campaign recommendation. IEEE Transactions on Knowledge and Data Engineering, 30(5), 810-823.

Zavattaro, S. M., & Fay, D. L. (2019). Brand USA: A natural quasi-experiment evaluating the success of a national marketing campaign. Tourism Management, 70, 42-48.