Sir James Marketing Project

January 2015

Music Management and Marketing year 2014 - 2015

Music Project Marketing plan for sir james

Group Members

Rebecca drok, remko veerman, roy van t zand, sanni kouhi & sarah r채kers Sir James_1

index/ intro

Intro Elementary school frieds Tommaso Sarri and Frank van Kasteren formed their first band in 2003. After many different formations, the band ‘Sir James’ forms with Ralf Pouw, Anne Punt and Joost Wesseling.

For four years the band plays in bars, small venues and festivals in the Netherlands and Germany. They have won several prices like Emergenza Benelux, the Grote Prijs van Zuid Holland and the Peter Tetteroo Bokaal.

The band couldn’t agree on the to two EP’s they recorded, so they set it aside.

After four years they decide to isolate themselves for a period in the city of Groningen.

Staying in a white house with a red roof, a campfire and a good old guitar results in their debut album called ‘My Love The Drunk’ recorded in an old post warehouse. The album contains crude pop songs, vocal harmonies and subtle arrangements that are devoted to the search for beauty.

‘My Love The Drunk’ is out the 21th of January 2015

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Table of Content

Research 6

External Analysis

8

All the cities

18

Harbourmaster

20

Dinner at Sir James

22 22

Internal Analysis SWOT

24

Persona

27

Doel

Concept 28

Concept

Marketing

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30

Promotional Plan

34

The 4P’s

36

Social Media Plan

38

All the boats

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External Analysis “Before we started working on the actual

concept we did some research about possible places to go to, the target group and so on.

We start with research on the cities

�

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Utrecht “Als ik boven op de Dom sta. kijk ik even naar benee. dan zie ik het oude gragie.”

- Herman Berkien

U

trecht is a city in the center of the Netherlands and very important for traffic. This city is very unique because of it’s canals.

There are more cities in the Netherlands with canals, but Utrecht is the only city with a canal with wharfs. On these wharfs are a lot of restaurants and some clubs.

There are a lot of facilities and tourist attractions. The most important one is the Dom Tower, the largest church tower of the Netherlands with a lot of history.

Utrecht is becoming more and more popular, people around the world even say this city is the new Amsterdam.

A lot of Dutch bands are from Utrecht, like Kensington and Mister and Mississippi. Recently a big music center named Tivoli Vredenburg was build in the center of Utrecht.

.

The population of Utrecht excist out of 328.165 people, 64.000 of them are students. The target group of Sir James is 18-30 years old but for the Op Smaak Tour it’s 18-40 years old. Almost 52% of the population of this city fits in the target group.

The reason we picked this city for the the next tour is because it is becoming more popular than it already is. There are a lot of students and young people who will like the music and will come to a gig.

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AMSTERDAM

Aan de Amsterdamse grachten heb ik heel mijn hart voor altijd verpand - Wim Sonneveld The capital city of the Netherlands, Amsterdam, is the biggest city in the country referring to the population of the Netherlands. The city is located in the province of North Holland, in the western part of the country.

Amsterdam has circa 810 000 inhabitants and

the population density is very dense. There is more than 4400 inhabitants per km2 and more than 2200 houses per km2. The city has various colleges ranging from art to politics.

There is a lot of local and foreign students.

Amsterdam has also a well-functioning public transportation. It con-

sists of metro, tram, bus and ferry routes. There is also train connections to all over Europe.

sterdam is very rich and diverse, there is fascinating old buildings, museums, monuments.

Amsterdam is known by its lovely canals, historical attractions and open-minded atmosphere. Parks and nature reserves make up 12 % of city’s land area. The cultural scene in Am-

Amsterdam - one of the most beautiful cities in the world - is the best choice for a tour city.

With its beautiful parks, canals and cultural attractions the city has no lack of atmosphere.

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LEIDEN

Daar waar een meeuw een een Katwijkse duif is en Rembrandt ooit zijn kwast heeft ontdekt.

- Jochem Myjer Leiden is a city located in the province of SouthHolland. It’s a medium sized city with a lot of old buildings. It is well known for the amount of students who are living there. The city centre is only 12 kilometres east from the North Sea coast. It’s also located close to Amsterdam, The Hague, Utrecht and Rotterdam. It basically means that Leiden is a

very central place with a well-developed infrastructure. There is a great connection with the trains to Schiphol, Amsterdam and more as well as international trains to Brussels, London and Paris. Leiden has 10 different areas and 54 neighbourhoods.

Leiden is a very cultural city. They have a rich cultural heritage. Rembrandt, one of world’s famous painters was born and educated in Leiden. Next to him, also Jan van Goyen and Jan van Steen were born in Leiden. Leiden also has a lot of museums. Some of them are even indicated with stars in the international Michelin tourist guide.

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Leiden has a population of 120.000 people. The population density is 5409 The biggest group are the ages from 20 to 29. Most of them live in the city centre or in the neighbourhood of the station.

Leiden would be a good location for the boat tour since there are a lot of people living here of the target group.

Rotterdam Je bent Rotterdammer in hart en nieren - Willy van Hemert

R

otterdam is the second largest city of the Netherlands, based in the western province of ‘Zuid-Holland’ It is known as the architectural highlight of the Dutch cities. Rotterdam has a modern and industrial look, and is home to many cultural, sport and art events. But most notorious Rotterdam is known because of its large harbor that plays the most important logistic role in Europe.

Rotterdam has a population of about 600.000 of which 47,7% is from foreign descent. The city can be found in the at the river ‘Nieuwe Maas’.

Also Rotterdam is home to several education institutes such as Hogeschool of Rotterdam. In the figure below we can see the demographic division of Rotterdam in 2012 and a prediction of the demographic division in 2030.

I

n this graph we can see that there are a total of 15000 people present of the target group in Rotterdam.

Due to the large present amount of the target group, the abundance of dining on water possibilities due to the presence of the harbour and canals and the image of the city, we believe Rotterdam is a suitable city for a continuation of the Op Smaak tour.

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Roermond

Mit al dien historische plekskes, gein plekske det is tâ&#x20AC;&#x2122;r zo fijn. - Gerard Krekelberg

Nightlife in Roermond is centered around Stationsplein and the Roerkade with bars and cafĂŠ everywhere. During the summer month the terraces are normally filled till the quays. Since 2012 there are weekly life performances in the new pop venue the ECI Cultuurfabriek. For example at the Azijnfabriek which is a cultural pop stage that hosts musical events. The Azijnfabriek is part of the cultuurfabriek. The Cultuurfabriek also hosts numerous theatrical performances and has multiple restaurants included.

During the entire year festivals and other major events are hosted in Roermond. The most wellknown examples are het Bevrijdingsfestival, counting more than 30.000 visitors and Solar festival, having about 25.000 visitors each year.

We chose Roermond, because of its geographical location. We are trying to spread the cities around the whole country.

Roermond was the most viable options on the south eastern part of Holland, because of its canals and reputation.

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Nijmegen AL MOT IK KRUPE OP BLOTE VOETEN GAON IK WIL NOG EEN KEER SINT STEVEN HEUREN SLAON

Nijmegen is one of the oldest cities in Holland with his 2010 years old. it’s part of the province of Gelderland and located fairly close to the German border. On Januari first 2015 Nijmegen had 170.774 citizens.

The city of Nijmegen has an interesting mix between old and modern buildings. There are historic buildings right next to new or modern architecture.

Especially the centre of Nijmegen gives an interesting look upon the mix between the old and new.

Just outside the centre are neighborhoods consisting of lofts and houses built around 1900 and in the 1930s.

Nijmegen is situated on the “hills” near the River Waal. The surrounding area features a few hills, forests and polders, creating a varied countryside.

There are also a lot of cultural possibilities. Nijmegen has 9 regional museums and historic locations. They also have a large outdoor pop concerts in summer, cultural events and theatre LUX. The main reason we choose Nijmegen was for the spread throughout the country. It’s one of the main cities in that part of Holland, next to the German border.

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- Graodus van Nimwegen

Groningen â&#x20AC;&#x153;in het Noorden daar ligt een stad Die altijd de sfeer van een dorp heeft gehad.â&#x20AC;?

- Ralf Poelman

UGroningen is one of the ten biggest cities in Holland. It counts ~200.000 inhabitants. The composition of the population by age is different from the other cities in Holland. There are many students living In Groningen, therefore the age group 20-25 is about two and a half times as big as the national average.

Groningen has emerged as a city next to two relatively small channels, de Hunze and de Aa. The channels merge together in the north of Groningen which is called het Reitdiep. Reitdiep is currently used for recreation.

Groningen has a great variety of cultural venue and theatre. Beside from the bigger venues like, Stadsschouwburg aan de Turfsingel, cultuurcentrum De Oosterpoort aan de Trompsingel, Vera aan de Oosterstraat, Grand Theatre aan de Grote Markt en Simplon aan het Boterdiep, Groningen also has many cafĂŠ with weekly live music events. Unlike most other cities there is also a big underground scene and several amateur stages for new talents.

We picked Groningen, because of its underground scene with much interest in more alternative genres and the big representations of the age group Sir James is targeting.

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Dialog with the harbourmaster

“

For the promotion we would like to play some music in the canals of a few cities. The band will be performing on a boat. But before we could work out this idea we have to know this is possible and legal without a licence.

We called the town community of Utrecht to ask them if it’s possible to realize our idea without a license. They didn’t know and told us to call the harbor of Utrecht.

When we did they didn’t have a problem with the band making music on the canals. But in the summer months you have to be careful because there will be a lot of boats cruising those canals. We also have to think about how loud the music is going to be. It shouldn’t be as loud as the music on parades, because otherwise it will cause complainments.

But you don’t need to have a licence to cruise the canals and you’re free to make music as long it isn’t too loud.

The man on the phone wasn’t very hard on the “sound problem” because the band will be cruising. So it probably won’t be a problem.

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field research A descriptive story based on our own experiences of the Op Smaakt Tour From the moment that we bought the tickets for the Sir James “Op Smaak”-tour, we were all really excited. The promo movie they posted on their Facebook made it even better. The atmosphere was amazing, the food looked and tasted delicious and we truly loved the live music of Sir James.

On a rainy night in November we met on Neude for a pre-drink at Café ‘t Neutje. Around 5 o’clock we were sitting under the heaters while enjoying a cold beer.We started talking about the night, how it would be to meet the band, if we would like the music and last but not least, who was going to translate everything for Sanni. After we finished the beer we walked in the rain to “De Bastaard”, the café where the gig was going to be.

When we arrived there we weren’t sure it was the right place, since we didn’t really see anyone inside. But when Roy looked inside the café again he said: “I see Ralf!” and quickly he hid behind Rebecca. We all giggled and decided to walked in. The guy behind the bar asked us if we were coming for the “op smaak tour” and he directed us to the back of the bar. One of the band members was standing there. We showed him the tickets and he told us that their cook was in a traffic jam. He would approximately be late for half an hour.

We walked into the room; it was small, dark with lots of tables and a tiny, tiny stage. We pulled two tables together which where located about a meter in front of the stage. To be honest, the location was a bit disappointing at first

compared to the promotional video. The promotional video showed a wide, light and decorated room with long tables. And ‘De Bastaard’ was a dark backroom, small and appeared cobbled together. We got some drinks from the bar and waited for people to arrive. Everybody got champagne in lovely champagne glasses with the logo of Sir James and Sir James & Simon Lodewijk on them.

About 45 minutes late the band came in and the cook excused himself for being late.

The show started with a story from the cook about how the food accomplished the theme.

When everybody had their food, Sir James began telling a story about the theme. The intimate atmosphere, the humour and the food made the start brilliant.

The whole evening was filled with unique and

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amazing amuse sized dishes. They told us stories which made the evening really cosy. We got an amazing performance before the break from Tommaso and Frank. They stepped off the stage and Tommaso sung a song accomplished with Frank who played the guitar.

It was an very touching song and for us this was the song which made the night. The whole atmosphere, the song and the story where intensely beautiful.

When it comes to delivering quality, Sir James sure did what they promised. We all enjoyed the music and the singing very much.

It was pleasant to listen to and an unique experience. The disappointing location was made up for as soon as they started playing, because it was such a small venue it was a very intimate experience.

“the song which made the night.”

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Internal Analysis swot STRENGTHS

WEAKNESSES

• Unique tour concept with food in an unique venue • Fan base from the previous tour (Op Smaak 2014) • New album release • Talented band with a good stage presence • Their songs and stories works very well in a

• The concept might not attract younger people • Sir James is a quite new band, they don’t have a wide discography or a large fan base yet • Some of the fans would like to see the band but they don’t want to have a dinner • 25 € for the ticket can be too much for those who don’t respect fine dining food

small place

OPPORTUNITIES

THREATS

• New concept with full of possibilities, they can do it again in the next year • Press reporters, vloggers and other media people can be interested about the tour or their new album and the band could have free publicity • The tour can increase album sales significantly • New fans through the promotion of the tour

• The weather can be a problem, someone can get seasick • The dinner is served to the tables, so there is no buffet. Food might not please everyone • The dishes are quite small so someone can leave from the boat feeling hungry

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in the first of light

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The target group of the Op Smaak Tour : Boat Edition is 18 till 40. Male and Female and usually from the bigger cities. They like to go to the more exclusive dinners but donâ&#x20AC;&#x2122;t really like to spend a lot of money. To give a more detailed image of our target group we wrote two personaâ&#x20AC;&#x2122;s. One male of 24 and a female of 32.

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Maaike Verdooren

“

Maaike Verdooren is 32 years old.

Originally she was born in Wassenaar.

She studied “Vastgoed en Makelaardij” at the University of Applied Science in Utrecht. She currently works at a health store in Utrecht and enjoys making healthy vegetable smoothies with her best friend and roommate. She lives in a beautiful apartment in the centre of Utrecht. They also share a persian cat named Henry IV. Maaike is a vegetarian but really enjoys going out for dinner. She loves going to little places nobody really knows about.

She often invites her friends from her weekly yoga class. When she invites them she spends the whole day cooking healthy recipes with groceries from “De groene winkel” in Utrecht, a biological supermarket. She greatly values good and honest food.

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Matthijs van Vliet

â&#x20AC;&#x153;

Matthijs van Vliet is a 24 year old men.

He lives in the centre of Amsterdam near the Albert Cuyp Market. Where he enjoys living the life, good wine, food and coffee.

He is a barista at the Coffee Company.

Every day he bikes to school and work on his customised, a bit too expensive, bike.

He studies Graphical Design and has his own small company where he makes logoâ&#x20AC;&#x2122;s or small illustrations for people who ask him too. Usually these people are friends, colleagues or classmates.

He loves to hang out with his friends or go to little coffee places in amsterdam north. In his spare time he enjoys to draw on this wall in his room or to try to let his Turtle Mister Sherman do tricks.

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Targets Our marketing plan is first of all focused on gaining more brand recognition. Sir James need to get more known across the country.

The plan also focusses on improving the online marketing of Sir James. Therefore our second goal is to gain more followers on social media.

If we manage to successfully reach both goals it should lead to a growth in album sales. Our <

final goal is to sell out all seven shows of the Op Smaak Tour : Boat Edition.

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Concept: Dining on a boat:

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A customerâ&#x20AC;&#x2122;s perspective The idea of the Op Smaak Tour : Boat Edition is not much different from the original Op Smaak tour. The core of the concept has remained the same.

People who have bought a ticket will come to the location of the event where they will be welcomed by a drink, soon after they have arrived Sir James will enter the stage and starts playing their first song. During the night they will be singing all or most songs of their latest album accompanied by food. In practice this means that every one or two songs the visitors will get served a dish of food which matches a certain theme. Sir James will be playing a host role, welcoming the guests and telling short stories between songs to entertain them.

The menu will consist out of 8 dishes all prepared by the cook Simon van Lodewijk.

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Promotion Plan We want to create a special promotion plan that provides us with an opportunity to easily share material among current fans and potential new fans. Which will be described in detail in the â&#x20AC;&#x2DC;Social Media Planâ&#x20AC;&#x2122; chapter.

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The goal of our promotion stunt is to make people aware of the new Op Smaak Tour, and try to convince them to go to one of the new shows. Because this adjusted version of the Op Smaak Tour will be held on (restaurant)boats, we have created a plan that matches this concept.

This marketing plan is about creating awareness, making people familiar with the ‘atmosphere’ and feeling regarding the Op Smaak Tour : Boat Edition. Imagine a beautiful summer evening in Utrecht, the canals are the most lively area of the city.

Restaurants are completely full, people are enjoying dinner and drinks. The canal and the density of the restaurants, shopping center and bars creates the perfect situation to execute a promotional stunt in the canal. If a boat would be in the middle of the canal, it would be surrounded by eating, drinking and a shopping public. So this is exactly what we’re going to do.

The promotion stunt consists out of Sir James slowly sailing on a boat through the canal, attached to their boat is a smaller boat with a din-

ing table, flowers, and a couple enjoying dinner near candle light. As the boat is passing through the canal, Sir James will be playing songs of their new album backed up by a small sound system.

This to ensure everyone will be able to hear them play, yet they won’t pass the allowed noise limit.

On the sides of the boat there will be signs that promote the Op Smaak Tour : Boat Edition and information regarding purchasing tickets. So at this point we got live music to attain attention from passersby, and a visual aspect (the dining people on a smaller boat behind) to mimic the atmosphere of the actual Op Smaak Tour. As the boat slowly passes by more and more people there will also be a promotional team on the sidewalks. Handing out flyers at the people who are walking through the streets. These flyers will provide them with all relevant information regarding locations, price, concept and more. As you can imagine this will be a highly cozy, quaint and romantic environment as the Utrecht canals will be beautifully lighted and filled with happy and lively people.

Attention to Action: Now that we have people looking at and listening to Sir James, we need them to turn their interest into desire to go out and buy tickets for the Op Smaak Tour : Boat Edition. As mentioned before this will be done by an experienced street marketing team that will be actively persuading passersby and spectators. They will hand out flyers with information regarding the band and concept, tour dates, venues, location and prices. Also they are available for any questions that possible customers could have, this to ensure that people get all the right information that they need.

“dining table, flowers, and a couple enjoying dinner near candle light”

Inviting useful people: This promotional stunt on a boat also created an additional possibility to promote the event even

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more. Since we already need to hire a large sloop with a capacity for the band members and their instruments, we can also hire a little bit larger sloop to take on some extra people on the boat. We have chosen to invite a group op popular Dutch vloggers on the boat, they have a large reach among our target group. Vloggers are people who post videos on a regular base talking about their Daily life, experiences, movies , products and many more. It is a growing trend that companies approach popular vloggers for business, companies have become aware of the fact that if they get their product in a vlogger’s video it results into thousands and sometimes millions of ‘free’ views, which equals free advertisement.

The great thing about inviting Dutch vloggers is that they are common people just like you and I. They are young, enjoy these kind of events and fit sir james’s target audience. they are also way easier to get to and convince to show up than famous radio DJs. If they vlog about the event Sir James will get publicity and the vloggers will have the

opportunity to create a special video about the event, which might get them more viewers and subscribers. The event will be communicated to them that this will be a promotional event for an up and coming band. They will get VIP seats on the promotional boat right next to the musicians, they will be provided with free drinks, free snacks and great live music. After Sir James is done playing the vloggers can hang out with the band for a bit, have a laugh together and ask questions etc.

The popularity of vlogging has tremendously increased in the Netherlands over the past years and is still growing strong. If these vloggers will film the event and make an item about it on their channels it will result into hundreds of thousands of views.

And these views are mostly generated by a young audience between 12 and 25 depending on the vlogger. As you may understand this is a great reach, it has a huge promotional potential of the Op Smaak Tour and as an additional effect it increases the general brand and name awareness of Sir James. If Sir James gets featured in one or more of the vlogger’s episodes the best scenario is ‘free’ promotion,an increase in ticket sales for upcoming tourdates and increased brand awareness of Sir James.

A list of the invited vloggers (as of Jan. 2014): •

•

•

•

•

•

•

•

Enzo Knol 530.000 subscribers and 176.000.000 views Milan Knol 252.000 subscribers and 36.000.000 views Croco Jill (Verwachte +1 van Milan Knol) 65.000 subscribers and 3.600.000 views DusDavid (2 channels, most likely posted on the biggest one) 102.000 subscribers and 8.000.000 views 500.000 subscribers and 162.000.000 views Reve (Verwachte +1 van Dusdavid) 121.000 subscribers and 14.600.000 views Dodo ( Wouter van der vaart ) 60.000 subscribers and 4.000.000 views Beautygloss 341.000 subsricers and 133.000.000 views Niki de Jager 665.000 subscribers and 61.000.000 views

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Description of the PRICE •

€30,- p.p. (ticket price)

4P’s

Op Smaak tour 2014 tickets cost 30 euros per person. The old ticket price was €25,- but the locations will be more expensive, so the ticketprice became €30,- for the Op Smaak Tour : Boat Edition. With the concerts, dinner and the whole experience on a boat it is a very reasonable price.

PLACE

The tour will take place on boats in the following cities: • • • •

Amsterdam Utrecht Leiden Rotterdam

• • •

Groningen Nijmegen Roermond

A tour on a boat, Op Smaak tour: Boat edition, is a unique continuation of the previous tour (Op Smaak Tour 2014). The previous tour was a success and the band liked the concept very much. We wanted to create something similar but at the same time something different. That’s why we decided to make a concept for the continuation of the tour, but this time on boats instead of restaurants.

PROMOTION • • • •

Promotion boat stunt Printed media: Flyers, posters Social media: Facebook, Instagram, Twitter, Youtube Promotional video

• • • •

Promotion boat stunt video diary Contests Behind the scenes Important people: Vloggers

Parts of the promotion of Op Smaak tour: Boat edition are explained later.

PRODUCT • •

Op Smaak tour: Boat edition CD’s

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SOCIAL MEDIA PROMOTION PLAN With online marketing CURRENT SITUATION Sir James has a very active, proficient and transparent presence in social mebecoming a requireThey have a clear brand image and they have engaged a lot of their fans ment instead of a luxury dia. and potential fans. The online audience could be wider, therefore the first step in our online promotion plan is to increase the amount of online followers. for artists we need Sir James its tour proThe current social media audience of Sir James (5.1.2015): • Facebook: 1227 likes moted through social • Instagram: 193 followers media in an effective • Twitter: 242 followers way. We want to share • Youtube: 22 subscribers • Soundcloud: 45 followers the Op Smaak tour: AUDIENCE Boat edition, keep the The ideal customer for us is a man or woman between the age of 18 and 40 current fans up to date with interest of quality food and pop/rock type of music. People in that age and spread Sir James’s group usually have a sufficient economical status to effort concerts. music to potential new CHANNELS In this plan the most important social media channels are Facebook, Instagram fans. Social media aland Twitter. We are focusing on informing, engaging and sharing to get free lows people to commu- publicity as much as possible. nicate in real time and TRACKING We recommend that Sir James to use social media monitoring tools. There are to be more connected dozens of applications to choose from, such as Hootsuite, TweetReach and than ever before. The HowSociable. Aside from collecting information from followers, those tools also provide instant alerts when your post have been liked, shared, commentkeys to success are ed and so on.,It is an easy and cheap way to get statistical information about transparency, flexibility who are interested in your music. Knowing your target group better helps to and velocity of response. make more effective promotional plans in the future.

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OPERATIONAL PLAN STEP 1 – BEFORE THE PROMOTION BOAT The goal is to get a wider social media audience by actively sharing (entertaining) content which is easy to watch or read and does not absorb much time, like short videos, pictures, small statuses and contests. We want to increase the the amount of Facebook, Instagram and Twitter followers by 50 percent.

Facebook: Share aftermovie you might be starring in from events you have played at or events you’re about to play.

Sharing short videos about the bands. This could be very simple vlogs, backstage footage or a small part from the rehearsals. The video can be about one band member or the whole band together. The purpose of the video is to get followers to know the band better and being able to relate to them.

3-day competition called “Fill-in-the-blank”. Sir James post a new sentence every day and it is audiences’ task to fill the blanks.

The band decides 3 winners with the best sentences and the prize could be i.e. Sir James’ new album “My Love the Drunk”.

Instagram: Contest with a hashtag. Share a picture visualizing “mylovethedrunk” in a creative way with the #mylovethedrunk hashtag. The most creative picture chosen by the band wins a “My Love the Drunk” album signed by all band members.

Twitter: #mylovethedrunk contest. share your favourite song of the album and why this is your favourite song with the hashtag #mylovethedrunk. The best answer chosen by the band or the most retweeted answer wins an album signed by the whole band.

STEP 2 – DURING THE PROMOTION BOAT The goal is to get current fans interested and curious about the Op Smaak Tour: Boat edition.

Facebook: Video about the promotion boat.

Twitter: Sending tweets about the dates and location of the promotional boats, keeping what exactly will happen mysterious. Only the dates and location should be shared, further details should be kept hidden.

STEP 3 – AFTER THE PROMOTION BOAT, BEFORE AND DURING THE TOUR The goal is to get fans to share and discuss. At this stage fans must be convinced to actually buy their tickets for the tour. Purchasing the tickets should be easy accessible for our target group. Therefore selling them online and at the Primera would be best.

After the promotion boat stunt and the first concert in Utrecht we have made two promotional videos for the whole Op Smaak tour: Boat edition. The videos are a great way to show what kind of experience people can expect when they buy a ticket for the tour. We will capture the cozy atmosphere, sympathy of the band members and the intimate feeling of the concert. Promotion videos will be distributed through Facebook and Twitter.

Facebook: Sharing the Op Smaak Tour: Boat Edition promotion video Utrecht (video plan) and releasing a video from the first Op Smaak Tour: Boat Edition concert held in Utrecht. Posting updates about the dates and locations of the Op Smaak Tour.

Instagram: Pictures from the band with the vloggers on the promotional boat and behind the scenes footage at the Op Smaak Tour: Boat Edition concerts.

Twitter: Sharing the Op Smaak Tour: Boat Edition promotion video from Utrecht (video plan) with the hashtag #Smakelijktour.

Posting updates about the dates and locations of the Op Smaak Tour.

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NIJMEGEN

BOATS

Name of the boat De Zeester Nijmegen Location Nijmegen Capacity Unknown Price Unknown Contact numbers and names “No name known” 06-53391446 info@zeester-hazardeux.nl Link to the website: http://www.zeesternijmegen.nl/in dex.asp

For the concept we needed the right boats and locations. So we looked up some boats and made a short list of, we think, the best boats possible.

UTRECHT:

GRONINGEN:

ROTTERDAM

Name of the boat Eetcafe Statenjacht Location Utrecht, Veilinghavenkade 14 Capacity The boat is for 27 - 50 Price Unknown (depends on the date)

Name of the boat Partyschip Carpe diem Location Can be hired everywhere in holland Capacity The boat is for 10-50 persons Price 600 euros for three hours Contact numbers and names “No name known” 010-5013333 p@rtyship.nl Link to the website: http://www.partyschipverhuur.nl/party schip-carpe-diem

Name of the boat Vessel 11 Location Rotterdam, Wijnhaven Capacity max 100 persons Price Unknown (depends on the period) Contact numbers and names “No name known” contact@vessel11.nl +31683703464 Link to the website: www.vessel11.nl

Contact Annemiek

+31683703464 Link to the website: www.statenjacht.nl

AMSTERDAM: Name of the boat Partyboot 2 Location Amsterdam, homeport Capacity the boat is for 25-100 persons Price € 275,- per hour Contact numbers and names 06 361 577 65 info@boot10.nl

LEIDEN: Name of the boat Partyschip Salonboot Elvira Location Leiden Capacity The boat is for 20 - 60 persons Price 740 euros for four hours Contact numbers and names Gert Vinkgor +0617920386 info@hetpartyschip.nl Link to the website: http://www.partyschipverhuur.nl/ partyschip-elvira 38_Sir James

ROERMOND Name of the boat

De Veerman

Location

This boat has many boarding areas.

Capacity

The boat has a capacity for 30 to 80 persons.

Price

Unknown (depends on the pe riod of the year)

Contact

0475 - 591318

Link to the website:

http://www.deveerman.com

Sir James_39