Y.
Market Report Amy Andrews
Contents
Executive Summary Industry Situation Competative Situation Branding Brand Identity Prism Consumer Analysis Manifesto SWOT analysis Brand Onion Marketing Mix Integrated promotional Strategy Summary Bibliography Image List
Executive Summary
The aim and objective of this unit is to produce a body of work going towards the plannign of an art event, this includes the branding aspects of the event, an event plan itself and a mini publication about the artists to be featured. This report will explore the event itself; which will include the branding surrounding it, a SWOT analysis, where the gap in the market is for the exhibit and the current arket situation. The copetitors for the event will be explored, looking into what is working for them and where they need to improve, a SWOT analysis will be conducted. all of the findings with in this report will be supported and backed up by research on the crrent market and competitor brands from their own inforation presented to the public, and consumer feedback for the findings of Y. exhibition.
Industry situation
By creating a brand postitioning map, it has been clear to identify where the gap in the market is for Y. exhibition to sit. From looking at the map, In the market currently, there is a large variety of art events, ranging from ones that feature strongly developed artists, who have already made a name for themseleves with in the indusrty, to artists that are breaking out in to the industry and and ‘up and coming artists’ Additionally, there is a big divide with in events as to charges for entrace fee’s; some events choose to charge their customers to view the exhibits, where as some choose to allow their audience in free of charge. Y. exhibition will sit in the market position as to hosting new, up and coming artists and will be free of charge. A lot of people who attend art exhibits are attending to due a personal interest in the event/ artists or for educational purposes, therefore it is deemed more beneficial for both the consumer and the event to be free of charge for ntry; this then means that people can spend as long as they want at the event, with out having to worry they are not getting their moneys worht, in turn allowing more people to attend, and gaining a larger audience to Y. exhibition.
Brand positioning map
Developed artists
Tate modernThe Radical Eye: Modernist Photography from the Sir Elton John Collection
Sketch gallery
London art fair
Low entry price
High entry Price
D&AD festival
Bournemouth arts by the sea festival
Y. Exhibition
New, up and coming artists
Competitive Situation
Competitive Situation
Every Autumn, Arts Bournemouth brings the Bournemouth Arts by the Sea Festival to the UK’s leading resort. The festival brings intriguing, spectacular and (sometimes) down-right curious arts experiences to our seaside town. With over 60 events – a spirited mix of some of the best regional, national and international arts across dance, film, music, visual art, literature, theatre, comedy and more. Utilising some of Bournemouth’s best places and spaces from the traditional to the unexpected. Our Arts by the Sea Festival extends Bournemouth’s popular summer season into an ‘Indian summer’ of arts. Arts Bournemouth exists to support and develop the arts in Bournemouth. Working in collaboration with many partners, locally, nationally and internationally, Arts Bournemouth brings a programme of events during the year, which encourage a greater awareness of and participation in outstanding and engaging arts across different media and art forms.
Competitive Situation
TheBouurnemouth arts by the sea festival is a competitor of Y. exhibition due to the fact that it is also a local event tha supports young and new art talent. They have a lot of local sponsorship inorder to help fund the event, as well as hiring people to help out with various areas of the development and planning of the event, this includes roles such as marketing, promotion and ev=nvironmental work surrounding the event itself. In order to get the word out there about the event, they have several social media platforms where they post updates and notification about the event, they use th media platforms of Facebook, Twitter, Instagram and Pinterest. By using social media as an advertising platform, it is enabling the event to giain free promotion as people view and share the social media content. Arts by the sea festival is heavily volounteer reliant, which is similar to Y. exhibition as it is starting up, this is important as it is not only free, but enables the volunteers to have access to the event and promote the event.
Competitive Situation
S
trengths
The purpose of the eevent is to extend Bournemouth’s popular summer season into an ‘Indian summer’ of arts Arts Bournemouth exists to support and develop the arts in Bournemouth. Working in collaboration with many partners, locally, nationally and internationally, The event is heavily volunteer based and takes sponsorship from companies to fund the event, this is a strength for the event as a whole because they are not having to budget for workers wage expenses, they can purely put the money towards making the event a success. Additionally, they use social media to advertise and promote themseleves, as well as using it for updates on the event, which again is a free method of promoting themselves through word of mouth on line.
O
pportunities
As the event s constantly growing in popularity each year, an opportunity of theirs could be to expand nationally; bringing the event to several ‘by the sea’ places. This would allow the audience to grow, as well as being able to feature a variety of talent from different areas around the country, which will allow each event to have a different twist to one another, still keeping that niiche and individual aspect to the event.
W
eaknesses
Although Bournemouth arts by the sea festival has several online social media platforms, consisting of; a faceboook page, a twitter account, Instagram and a Pinterest page, they do not often keep the pages up to date. There is a lack of content accross all of the platforms combined.
T
hreats
Bournemouth arts by the sea festival faces the threat of new competitors entering at the same market position, wanting to host a local art event. There is additionally the threat of people aligning to the constantly growning market of digital media and wanting to view work online/ digitally rather than in pure artforms which they would be currently seeing.
Branding
The name‘Y.’ was chosen for this exhibition due to the fact that it is based around exploring ideas with in different themes; 'why’ people think things and 'why’ we are influenced by certain things in our society. It is simply a play on the word 'why’, it is short and to the point, yet it fits perfectly with the concept of the event itself
In terms of colour schemes for the branding of this event, it has been kept to monocrome and greyscale, in order to allow the artists work itself take center stage. By havng a simple
clour scheme, it keeps the branding looking more presentable and aestthetically pleading, rather than being overtaken by colour and pattern, therefore it is easier to get the message across about the event to its target audience..
The fonts used with in the branding are a mix of ‘fashion fetish small caps, and fashion fetish .The contrast between the boldness of fashion fetish and the simplicity , and minimal feel of fashion fetish small caps compliment each other well.
In terms of the physical exhibition, the layout will be minimal, with white walls and white center boards. There will be quite a monochrome feel, this will allow the work to speak for itself and stand out rather than being over powered by a busy exhbibiton set up. Most of the work itself is monochrome, therefore the minimal theme will work well for all of the artists.
Brand Identity Prism
PHYSIQUE Y. is a creative art event. exhibition that features a variety of new, up and coming talent, allowing them to showcase their work to an audience sharing similar interestes, or even those looking for an inspiration point for their own work. The aesthetics of the branding for the event, and the event itself is quite minimal, and clean cut, allowing for the artists and their work to be the main focus.
RELATIONSHIP Y. aims to have a relaxed and friendly relationship with its consumers, it wlecomes everyone to its events, as well as inviting people to feature their work in the exhibitions themselves.
REFLECTION Y. exhibition is a place where people are able to view new work, be inspired for their own work, and also to be able to interact with others around them who share similar interests.
PERSONALITY Y. exhibition is a fun and creative event that inspires individuals, as well as well as allowing artists to show their work and gain an audience. It is a raw and honest look at artists work and their inspirations.
CULTURE Y. exhibition prides itself for its commitment and respeect for both the environment and people. This is achieved by fairly treating both the artists that feature at the exhibition, as well as the custoers attending the event. The environment is taken into consideration when it comes to branding, as Y. event mainly produced branding content online rather than printing out all its content and wasting paper.
SELF-IMAGE Y. takes pride in its focus on inspiring individuals and their work, as well as celebrating up and coming talent in an interesting and creative way.
Consumer Analysis
Style:
Lifestyle: independent craves creativity art galleries exhibitions fashion events festivals spur of the moment open minded visuals aesthetics
honest creative expressive clean simple
Fashion: creative unique inspirational expressive innovative
New media: Instagram youtube facebook twitter snapchat
Interests:
Desires:
fashion makeup music art photography learning culture reading exhibitions art galleries outdoor adventures festivals
to create explore aspirations freedom to inspire
Character: creative open minded inquisitive adventurous positive
Consumer Analysis
Y.’s consumer base is not defined by age or gender, but an attitude to life and others around them. They are a creative individual with an open mind and free spirit. They aren’t judgemental of others, but accepting of peoples differences. They wish to be inspired by the lives of others around them and are inquisitive to learn about what drives and inspires people.
Manifesto
“Y. is a creative exhibition celebrating art in all forms. It is aimed at inspiring and opening its audiences minds. We feature content consisting of all art forms as a way of showing how a message can be interpreted in any way it is intended. We are a local event, here to celebrate up and coming artists and their work.�
S
trengths
Y.’s consumer base is not gender or age specific, but instead aims it at a customer’s perspective on life, this means that the event itself appeals to a wider audience than if it was gender or age specific. Y. features various concepts under ‘lifestyle’, including fashion makeup, music, culture, photography and art which means the publication caters to many needs of the customer base. The exhibition has A strong, minimalistic aesthetic with a creative and personal twist by including work from young up and coming artsts who want to get their work out their and known.
O
pportunities
Potential to branch out to a digital platform to establish a strong customer base. Opportunity to build a successful social media following across various mediums that will connect and complement each other. There is the opportunity to branch out in to a bigger exhibition, or even multiple exhibits across the country, with each event supporting loacl art talent.
W
eaknesses
There is currently no funding towards the event, therefore the event is liited to how many artists and who is able to be featured in the exhibition. Therefore, sponsors will need to be found for the event in order to be able to fund the event. This money can also go twoards publicity and advertising for the event itself, as at the moment the event is being marketed via social media and posters, where as it would strongly benefit from having a stronger backing and marketing take. A strong and solid customer base has not yet been set, there for more publicity is needed to get the event more acknowledged with in the market.
T
hreats
Threat of new competitors entering at the same market position who may already have sponsorship or financial backing. With the growth of technology and social media, it is a possibility that the target audience of the event will begin to not want to physically attend the events, bt instead view the artwork onine via a virtual platform.
Brand onion
Original artwork
Creative
pe
e tiv
i os
n
Inspirational
A personal, clean cut
Fun Honest
m
in
de
An escape from social conformities
Inspiring
rt is
To
pi
tic
ca l
Creative outlook on people’s lives
A
d
Relatable
Mixture of content themes to suit a wide audience
Honest
Focus on a strong running aesthetic
Inspiring
P
O
Personal interviews with the artists
A brand onion is probably the most wellknown and most used way of determining a brands identity with in different categories. The overall essence of Y. exhibition is to be fun, honest and inspiring. The event is a way of celebrating up and coming artists of all mediums through a fun and relaxed atmosphere free of judgement, The purpose is to inspire individuals to create work of their own to express themselves. The event holds some strong values, which include having an escape from social conformities and being able to appreciate others thoughts and ways of expression. It is a create outlook on peoples lives and how they see society in an inspiring way. Open mindednessis a key personality trate of the event, people need to open their minds to the creativeness of the artists work. The event itself will be presents as positive, honest and topical in which people are able to relate to. The event in action will consist oof personal interviews with the artists in a mini publication handed out at the event, a mixture of content themes to suit a variety of people so their is something for everyone, and original artwork from the artists featured at the exhibition.
Marketing Mix
P
roduct
Y. exhibition has been created to explore the work of young up and coming talent by giving the exposure into the art industry, but also to allow an audeince to learn about the work and lives of others around them in a creative and interactive way. A wide range of art in various mediums, including photography, illustrations live music and drawings will allow the consumer to connect with the artists and the event, and feel inspired by the content. The aesthetic of the event is clean cut and minimalistic in order to allow the content to speak for itself rather than being over powered by a busy aesthetic theme. The exhibition will start off as a one off event with hope to expand into several events iin different areas of the country. The purpose of this will be to allow artists to feature their work with in their own area and be celebrated by a local community.
P
rice
As Y. exhibition is a small local event that is supporting young up and coming talent, and it is situated in the Bournemouth arts university gallery itself, it would not be fair to charge people to view the exhibition as it is a space free to view to everyone. Although the event is free of charge, there is the option for local companies to get involved and support the event through sponsorship, this will enable the event to grow and develop by being able to have the funds to supply more artists and their work to the event. As well as being able to bring the event to ultiple venues to showcase work from around the country, therefore it is not so limited. Once the event has started expanding and it situated in bigger venues, with more artists being resented, the event will then be charging entry to its audience in order to keep the event funded.
P
lace
The event itsellf will be taking place in the gallery at the arts university of bournemouth, the venue makes it easy for creative students to attend and is a focal point of the university where people walk through, and will therefore be ableto view the exhibition. Y. exhibition’s branding and marketing will be aimed at creatives themseleves. The branding will be placed in areas that will traget creatives and students that would be interested in viewing the exhibition. In order to gain the largest audience possible for the event, it is important that the branding for this event is placed strategically, ensuring that it is clear to see and targets itself at the intended audience. Promotional material will be placed around Bournemouth arts university; in the form of posters, as well as posters being placed around the bournemouth town centre to ensure maximum local publicity. To ensure the target audience is reached, promotional campaigns will be placed on social media to reach the intended audience.
P
romotion
In order to promote the event successfully, Y. exhibition will be posted about via social media; the artists themseleves will help to promote the event, this will not only attract an audeience that already follows their work, but also gather a new audience via social media. Branding and promotional material will be presented around bournmouth town center and the university itself in order to gain publicity. Due to lack of funding to start the event, the main promotional material for the event will be via social media and word of mouth. Due to the fact that the event is hosting artists of varying styles and art mediums, a wide audeicne will be interested in attending this event. For students, it is not only an insight in to other peoples work, but can also be used as an inspiration point for their own projects. The promotiona conect for the event will be aesthetically minimal, the idea behind this is to leave the audience intrigued as to what will be present at the event, and allows the exhibition to speak for itself rather than being overpowered by promotional material.
Integrated promotional strategy
A
wareness
As a brand Y. needs to be constantly aware of what its competitors are doing and therefore to be able to stay ahead with innovative ideas to further develop and expand the event; this could be through new artists or themes for the exhibition, the venues in which the exhibitions are held or even how the work is presented to its audience. There additionally needs to be continuous awareness of any changes surrounding consumer needs, for example if financial situations change, then prices of entry will need to adapt to suit the needs of the consumer. In terms of awareness for the consumer; to attract the attention of the consumer, up to date promotional content will need to be regularly posted on social media to keep the consumer interested in the event and where the event is being taken to in terms of being expanded. Via social media, connecting with the audience is key in keeping brand loyalty between the event and the audience themselves; they want to be kept up to date with what is happening and any updates to the event.
I
nform
As an event, Y. has a responsibility to inform its consumers about the content it promises to deliver and for all information given to be relevant and honest in order to gain the loyalty of its audience. Outside of the event itself, Y. needs to inform its consumers of changes happening with the exhibition, including venues, timings, artists being featured and any other information neccessary to be delivered. On social media platforms, it is crucial that Y. interacts with its audience to keep them involved with the on goings of the event, and posts need to be continuously interesting. Relevant content needed to be posted in order to keep the consumer base correctly informed.
D
esire
In order to make the intended consumer want to attend the Y. exhibition, a marketing campaign will be produced and released both pysically and digitally, the intention for this is that the visuals will draw in the audience and make them want to find out more about the event, but at the same time not giving too much away, and leaving the audience guessing. These campaigns will mainly be targeted at social media as this will reach the greatest amount of people in the quickest time scale.with in the target audience, The overall aesthetics of all the marketing campaigns, and the event itself will be cohesive and creative, yet clean cut to suit the consumers’ needs and allow the artists’ work to stand out and be the main focus.
A
ction
To be able to successfully lead the customer to want to take action in attending Y. exhibition, there will need to be marketing campaigns to be put out across social media with the intention to reach a large audience. Additionally there will be the incentive of complimentary refreshments from local sponsors that the event for the audience to enjoy whilest they attend the exhibition. As the events grow and become more frequent, there will be an opportunity to sign up to an event membership where the customer is able to become a member and get discounts on entry to each event, as well as special member publications produced about events and the artists to be featured.
Summary
Time Plan: With in the first year of the event running, there will be a key focus on the branding and promotional material for the event. A strong prescence across social media needs to be built up, as this is the main way of contacting and getting content across to the target audience. By building up a stronger online prescence, it allows the event to gain a following and for people to sread the word about the event, which is free publicity. By gaining a large audience which was being built in the first year of business,, it makes it more possible to get sponsorship with in the first 2 years for the events, which in turn allows the event to hire out better venues in different areas, as well as being able to host more artists and their work at the events. With iin the first 5 years of the event being hosted, the plan is to have built up a loyal following to the events hosted nationally, and also regularly in order to keep up to date with new artists to the industry. With successful social media accounts being run and kept up to date with current information and influences, marketing will not be as key in the development of the brand as the vent will successfully being spread and talked about online, which in turn is free advertising, whilst growning a larger audience to the events.
Conclusion: To conclude, the purpose and aim of this unit was to produce a body of work going towards the plannign of an art event, including the branding aspects of the event, an event plan itself and a mini publication about the artists to be featured. I feel that this has been successful; I have managed to plan an art event that features up and coming young/ relatable talent at a local venue that iis at te heart of the arts university, which I feel encaptures the theme of the event itself.. Although I am overall happy with the outcome of this project, I have come across some difficulties along the way during the process of planning. For instance, when it came to designing the floor plan for the event, I had originally planned to prodce the design using Google sketch up, but I found that I could not get to grips with using it no matter how much practice I put in, therefore the floor plan of the event is quite basic and not how I would have ideally liked it to have been presented. In terms of what went well, I feel that I have good organisational skills, where I was able to set myself deadlines for various aspects of the project and I made sure I stuck to them to ensure all the work was completed on time for hand in. If I was to do this project over again, I allocate my self more time to have practice sing google sketch up, as this would ensure a higher standard of work.
Bibliography
h t t p : / / a r t s b y t h e s e a . c o . u k / h t t p : / / a r t s b y t h e s e a . c o . u k / s u p p o r t - u s / h tt ps : / / e n . w i k i p e d i a . o rg / w i k i / A I DA _ ( m a r ket i n g ) http://www.purelybranded.com/insights/the-four-ps-of-marketing/ h tt p : / / w w w . m a r k e t i n g 9 1 . c o m / b ra n d - i d e n t i t y - p r i s m - p e p s i /
Image List
h tt ps : / / u k . p i n t e res t . co m / p i n / 51 5 5 2 14 8 8 5 71 2 2 49 6 8 / h tt p s : / / u k . p i n t e r e s t . c o m / p i n / 3 7 0 3 5 07 6 9 3 3 9 7 7 3 3 8 3 / h tt ps : / / u k . p i n t e res t . co m / p i n / 1 1 617 8 8 6 5 3 6 5 0 97147 / h tt ps : / / u k . p i n t e res t . co m / p i n / 4 4 6 7 71 2 2 5 51 2 61 5 7 3 4 / h tt ps : / / u k . p i n t e res t . co m / p i n / 5 6 0 97 9 6 97 3 1 81 2 1 6 3 5 / h tt ps : / / u k . p i n t e res t . co m / p i n / 49 3 5 6 6 4 4 0 3 9 5 8 01 2 41 / h tt ps : / / u k . p i n t e res t . co m / p i n / 41 1 5 8 6 8 5 3 4 2 7 8 8 9 410 / h tt ps : / / u k . p i n t e res t . co m / p i n / 8 3 5 417 7 9 9 5 9 6 7 8 7 3 8 3 / h tt ps : / / u k . p i n t e res t . co m / p i n / 2 3 0 2 4 6 5 9 9 6 7 6 2 9 5 0 3 8 / h tt ps : / / u k . p i n t e res t . co m / p i n / 3 4 614 3 9 2 1 3 4 4 5 2 6 7 5 0 / h tt p s : / / u k . p i n t e r e s t . c o m / p i n / 5 0 8 4 1 4 2 4 5 4 1 5 07 3 4 8 9 / h tt ps : / / u k . p i n t e res t . co m / p i n / 51 9 4 6 2 1 3 8 2 47 8 8 3 1 9 3 / h tt ps : / / u k . p i n t e res t . co m / p i n / 1 2 8 0 0 0 814 3 8 71 3 4 8 6 5 / h tt ps : / / u k . p i n t e res t . co m / p i n / 4 3 8 3 97 9 6 3 49 3 1 3 0 8 3 / h tt p : / / w w w. ty l e r - re e d - a rt . co m / t ra n s fe rs / h t t p : / / w w w . t y l e r - r e e d - a r t . c o m / d i g i t a l / h t t p : / / a r t s b y t h e s e a . c o . u k /