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Marketing Plan
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Brendan Marshall
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{ } Context
Introduction & Background
imag.in is a business formed from the need to find
imag.in is a website and downloadable App that allows
a better way for emerging artists to better promote themselves and make money whilst still having the time free to do what they love most - create.
users to discover, connect, share.
At the same time, the team at imag.in realised that the people who love art, often find it difficult to find artworks related to their interests, & to discover new art & artists.
Artists can create a profile, that allows them promotion of their work. The website then facilitates the ability for users to find out about artists, their work, current exhibits via tagging and the use of QR codes and geo-mapping and even purchase originals or prints.
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{ } Context
Discover Connect Share
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95% were unsure if their selling strategy is working effectively.
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83% of artists struggle with the business aspect of selling art.
90% of art enthusiasts would use our site for searching.
* Based on a market validation survey of approximately 50 people.
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environmental analysis
Bu ye r
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Market Analysis
Low / Medium Threat – Many buyers / sellers in the market – Pricing structure varies
io n
Competitive Rivalry
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Su p Po
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Low Threat – Multiple suppliers available – Set-up easily transferred – Materials easily accessed – Many distribution options
Thr ea to f
Low Threat – Small number of competitors in the market – Differentiation of market
ew N
try En
r we Po
High Threat – Minimal set-up cost – Technology readily available – Ease of access to suppliers
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T hre
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f to
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Medium Threat – Users can choose to manage all processes themselves through ease of access to readily available technologies
Service fotoart.co.nz artprint.co.nz artfind.co.nz
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art.com low
high
Price fotoart.co.nz
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environmental analysis
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Competitor Analysis
artprint.co.nz artfind.co.nz art.com low
high
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81% of artists would use our site to exhibit and sell their artwork.
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* Based on a market validation survey of approximately 50 people.
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environmental analysis
imag.in’s key competitive advantage is in it’s recognition of the niche market of local art and artists and how that can be applied on a global scale. Secondary to this is the acknowledgement that it can provide a service to both buyers and sellers in the market through discovery - utilising QR code and geo-tagging technology.
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Competitive Advantage
Thirdly, imag.in accesses artists and buyers through a variety of channels, such as art schools, community art groups and galleries. Providing a platform for these groups to create a conversation about the local art-scene and interact with each other. Buyers and sellers agree that this service gives them a hassle free way to interact with the art community.
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target market
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Market Se gmentation
Art Enthusiasts
Home Makers
Hospitality Trade
Interior Designers
Emerging Artists
Galleries (on behalf)
Established Artists
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Sellers
Buyers Art Enthusiasts: this group is wide open to anyone that enjoys art, in all its forms and is interested in our core value: discover, connect, share. Home Makers: this group are often interested in artworks for their homes, typically on a more commercial basis, but are always looking for affordable art. Hospitality Trade: restaurants, cafes, hotels are always on the search for new and interesting pieces to display in their rooms and public spaces. They could also be a potential partner for promoting local art and artists. Interior Designers: working with all of the aforementioned groups, interior designers would definitely engage with
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our service, using the tagging capability to help with their design process, for their clients.
Sellers Emerging Artists: the service is primarily targeted at emerging artists, to allow ease of promotion and management of selling. Galleries: we see galleries as a channel for discovery and promotion of local art and artists. There would be keen partnerships established. Established Artists: though less likely to utilise the service, established artists still fit the model for selling and promotion.
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target market
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Targeting
Criteria
Enthusiast
Home Maker
Hospitality
Interior Design
Emerging
Galleries
Established
Growth
High
Medium
Low
Low
Medium
Low
Medium
Competitiveness
High
Low
High
Medium
Medium
Medium
Low
Competence
High
Low
Low
Medium
High
Medium
Low
Mission
High
Medium
Medium
Medium
High
Medium
Low
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target market
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Positioning
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Marketing tactics
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Promotional Analysis
Tactic
Description
Cost
Reach
Influence
Cost-effectiveness
Newspaper Ad
4cmx10col, run weekly in art section
$109.70/run
Moderate
Low
In-effective
PR Event
Local event at community arts
$3000
Moderate
Moderate
Effective
Referral System
Promoted through community arts
Nil
Moderate
Moderate
Effective
Exhibition Ad
Advertising in conjunction with exhibit space
Nil
Low
Low
In-effective
Social Media
Promoted through Facebook
Nil
High
Moderate
Effective
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Tactic
October
November
December
January
February
March
Newspaper Ad
Run Weekly
Run Weekly
Run Weekly
Run Fortnightly
Run Monthly
Feature
PR Event Social Media Referral System
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Launch Facebook
Combined
Collaboration Plan
Update Weekly Updates Start
Weekly Updates
Weekly Updates Assessment
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Marketing tactics
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Promotional Programme
Tactic
October
November
December
January
February
March
Newspaper Ad
$438.80
$438.80
$438.80
$219.40
$219.40
$500.00
PR Event
$3000
$1500
Social Media Referral System
$1000
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{
Marketing tactics
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Promotional Programme
Target
Strategy
Phase One (12 Months)
Phase Two (2 Years)
Phase Three (Year 3+)
LOCAL Art Communities Art Schools Galleries
NATIONAL Art Communities Art Schools Galleries Commercial Artists
INTERNATIONAL Art Communities Art Schools Galleries Commercial Firms
Social Media Newspaper Advertising PR Event Referral System
Social Media Newspaper Advertising PR Event Referral System Sales / PR Agents
Social Media Newspaper Advertising PR Event
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