spoiled nation “Inspiration for the nation�
marketing concept
contents page Title
Chapter
Introduction
1
Spoiled Nation
2
Marketing Concept
3
Advertising and Billboards
4
Village
5
Social Media
6
Launch Event
7
Conclusion
8
Bibliography / List of Figures
9
Word count: 1654
introduction This section of the project will explore the marketing concept for launch of Spoiled Nation; a digital and print magazine, dedicated to the arts, culture and current affairs. The concept will detail the marketing and promotional strategies used generate awareness for Spoiled Nation, its launch and aim to elevate the circulation and readership of the magazine. This will be done using a multichannel medium that expresses the Spoiled Nation identity and core values seamlessly. The marketing concept is the most fundamental precept in the discipline of marketing (Schnaars, 1998). Without a successful marketing concept, the publication will not grow as a business, which could result in the failure of Spoiled Nation.
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SPOILED In 2018 Spoiled Nation will be published on the UK consumer magazine market, aimed at both male and female audiences with target age of 18-35. Spoiled Nation will integrate both print and digital versions with exciting and inspiring content. The publication is made up by a team of talented writers, designers, stylists and photographers, with a concept of working together as one creativecontent agency. Spoiled Nation mission statement: “The innovators at Spoiled Nation confidently provide new and fresh ideas within all elements of their published content.�
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NATION
Fig 2: Unsplash (2017) ‘Frank Flores Photo’
marketing The intension of the marketing concept is to establish a firm place within the magazine market. With a strong concept, Spoiled Nation will be able to successfully launch as a magazine and gain a loyal readership. The promotional campaign will use a variety of integrated methods. Greenwood (2008) concluded that brands can engage with readers on a personal level using four key elements; trust, support, status and participation. Spoiled Nation will integrate these elements into the campaign, ensuring it delivers a strong level of personal engagement when reaching consumers.
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concept aims & objectives •
Create a successful launch for magazine and establish a name for Spoiled Nation.
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Cause durable brand awareness amongst the target audience.
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Engage the readership and potential audience with an interactive marketing promotional campaign.
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Generate a profit and enhance readership from advertising in order to invest into the future of Spoiled Nation.
Advertising Previously, advertising has been used to develop brand identities by stimulating awareness and perception for the company. (Fill et al., 2013) Within the magazine industry, the number of entry level magazines is extremely vast which creates a competitive environment, a well-developed advertising and promotional campaign is essential to distinguish one from another one from another (Diamond, 1996). Consequently, Spoiled Nation must make a large amount of effort to correctly publicise the brand and develop an engaging campaign if success is to be achieved.
Fig 3: Digital Signage Universe (2012) ‘Vogue Billboard’
billboards Fig 4: Pinterest (2018) ‘Chanel Billboard’
The first advertising tool used will be a series of digital billboards located across the UK, prior to the launch of the magazine. The use of digital billboards is a key promotional tool as they are programed to display a range of messages due their interactive settings. Using digital billboards will also allow Spoiled Nation to display their magazine ads during popular times. By selecting a timeslot during the 5-7pm rush-hour in a central city location will mean a large and diverse audience will view the ad. Successful billboard ads are often best kept minimal with straight-forward messages as it allows the audience to easily decipher and remember the ad. Therefore, the Spoiled Nation ad will showcase a simple yet attractive image of the magazine and will feature important details such as; the brand name and launch date. Figs 3-4 are examples of simple and effective billboard ads)
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BILLBOARDS The billboards will be located in 15 major cities across the UK, (see figure 5), according to the 2011 Census, these are the largest cities in the UK, making them top locations for billboard advertising, (Office for National Statistics, 2011). Placing the advertisement in heavily populated areas will allow a large number of billboard viewings. They will feature on the outside of significant buildings and landmarks such as; large shopping centres and in train stations. These types of locations are often a sufficient place for presidents on foot, meaning the audience will have time to engage with the advertisement.
BILLBOARDS N
O T P M A H R WOLVE
LEEDS
LONDON
• Ma
m a h g ttin
• No
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r
• Southampton
w o asg
L
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Shef
• Live
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•• Newcastle
H T U O TSM
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BELF
AST
• Leice ster
Fig 5: ‘Campaign Cities’ (2018)
billboards
Fig 6: ‘Spoiled Nation Digital Billboard Ad’ (2018)
billboards
Figs 7: ‘Spoiled Nation Digital Billboard Ad’ (2018)
billboards
Fig 8: ‘Spoiled Nation Digital Billboard Ad’ (2018)
billboards
The digital billboards will be the most expensive portion of Spoiled Nation’s marketing budget, however, they often deliver a low cost per impression if a large number of audience see it. This is why the choice of location for the billboards is important in ensuring the Return-on-Investment (ROI) is high.
village Selecting a retailer for the print version of Spoiled Nation is also important to the campaign. After conducting research into existing magazine retailers in Leeds, Spoiled Nation will supply copies of the publication to Village, an independent bookshop and gallery based in Leeds that offer a selection of contemporary art, design and fashion magazines.
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Fig 9: ‘Village Website’ (2018)
village
Fig 10: Instagram (2018) ‘Village Store in Leeds’
“Through regular exhibitions, book launches, and artist talks, we aim to promote work from talented emerging artists and photographers within the city, and provide a platform to showcase work by established artists from further afield.”
village
Fig 11: Sophie Hales (2018) ‘Village Store Shelves’
Village have built a strong reputation within Leeds, making it a great place to sell the magazine and also help launch the Spoiled Nation brand. Prior to stocking the publication, Village will place promotional posters around their store and in window displays which will create brand awareness of Spoiled Nation. The eye-catching posters intend to get the target audience enquiring about Spoiled Nation. Building a strong business relationship with Village will motivate them to build a positive reputation of Spoiled Nation to their customers.
village Advertising and selling the publication in the store will also allow Spoiled Nation to reach a niche audience who are looking to read a new and interesting magazine. Loyal customers at Village may also become loyal readers of Spoiled Nation, through the interesting magazine content and the accessible way of purchasing.
Fig 12: Sophie Hales (2018) ‘Village Store Shelves’
social In recent times, social media marketing has become a necessary component of an interactive marketing campaign. Social media is seen as valuable complement to a host of advertising tactics, the ability to build brand equality being one of them. (Tuten, 2008) Social media platforms have become an extremely important tool for brands to connect with consumers as it is personal and intimate, (Greenwood, 2008). With the 18-35s demographic in mind, the audience will most likely find this the most accessible way to access the campaign directly In order to further enhance the success of the campaign, Spoiled Nation will set up a series of social media accounts including; an Instagram and Twitter page. The social media accounts will allow Spoiled Nation to promote the brand, launch and articles and will allow them to engage directly with their audience.
media
Types of social media posts will include:
competitions influenc ers g videos n i d n bra launch details even ds n e r t po t photos s s e l t c i t r s a k a e p sneak collaboration posts
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social
Fig 13: Twitter (2018) ‘Spoiled Nation Twitter’
media
Fig 14: Instagram (2018) ‘Spoiled Nation Instagram’
Throughout the campaign, Spoiled Nation will run a competition where they will encourage their followers to re-post Spoiled Nation on their own social media accounts. The competition will create traffic to the Spoiled Nation account and increase number of visits to their page and followers.
social
Fig 15-16: Instagram (2018) ‘Spoiled Nation Instagram Competition Post’
media Instagram competition post: “Competition time for our followers!!!! It’s your chance to win the magazine Instagram competition of the year!!! Here’s what you’ll win: • A years free subscription of Spoiled Nation. • Tickets to the Spoiled Nation launch event (plus 2 extra for friends / family) • A £50 voucher to spend in Village, Leeds. • Feature on front page Spoiled Nations print edition. To win all these great prizes all you have to do is; Share this post, @spoilednation, use the hashtag #spoilednation and tag 2 friends !! Good luck!!!!”
By promoting Spoiled Nation on social media and running exciting competitions it will allow the publication to reach their audience in an interactive way. Brand awareness will increase which should result in a higher number of reader subscriptions.
launch event In addition to the series of promotional methods detailed earlier, Spoiled Nation will also hold a launch event on the day the magazine is officially published. The event will take place on the 5th of January 2019 between 7-10pm, at Oracle in Leeds. The venue is a vibrant and popular bar with a capability of 250 people, which will allow a large number of guests to attend. The entire Spoiled Nation team will attend, along with family, friends and also consumers that exclusively subscribed to the publication prior to the event through the brands promotional campaigns. Spoiled Nation will also invite a range of influencers who actually feature in the magazines articles including; Rene Matic, Harry J Bartlett and Poly Nor.
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influencers rene matic
ASOS fashion designer, conceptual artist and visual activist. @bad.gal.rene
Harry J Bartlett
Owner of the blog- “The Norm Can Conform�. @harryjbartlett
poly nor
An illustrator from North London with over 1million Instagram followers. @pollynor
launch Live music from local djs will be played and refreshments will be served throughout the night, making the event an enjoyable experience for all attending guests. Large interactive screens will showcase a series of Spoiled Nation’s digital magazine, to grab the guests attend and a professional photo / videographer will capture images throughout the event. The event will begin with speeches from the founders of Spoiled Nation, welcoming guests to their event and thanking everyone for attending. The Spoiled Nation team will then introduce Spoiled Nation as a new magazine to the market, the articles and where Spoiled Nation aims to progress to in the future.
Fig 20: Oracle Bar Leeds (2018)
event
Fig 21: Oracle Bar Leeds (2018)
Each guest will receive the first published print edition of the magazine and a Spoiled Nation media kit to inform readers, potential sponsorships and retailers about the aims and objectives of the publication. The launch party will be a great way for the creators of Spoiled Nation to launch the magazine, promote the brand and also meet the audience they are developing content for. To further continue the Spoiled Nation promotional campaign, the team will work with the photographer to upload professional pictures and a short video of the launch event to social media and write up articles about the campaign success in the publication.
Conclusion The intension of the marketing concept is to detail how Spoiled Nation will gain a firm place in the magazine market using a range of promotional strategies that will enable a successful and well recognised launch of the magazine. The methods detailed are planned to complement one-another to create a consistent multi-channel campaign for Spoiled Nation. Each strategy listed has the overall intension of creating a large amount of brand awareness for the publication. To ensure the promotional campaign is relevant to the target audience each section has been carefully considered with audience as the key objective. The consumer’s personality, emotional needs and values have helped devise the specific methods used throughout the campaign to ensure it was personally designed to fit within their lifestyle.
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Conclusion Spoiled Nation ensured the campaign was modified to advertise both the print and digital version of the publication. The campaign features both traditional marketing methods like billboard and event advertising but also developed a plan that considered the digital shift in marketing by including a large social media campaign. This well-developed campaign will drive subscriptions and consumer relationships resulting in a larger profit margin and a durable reputation within the magazine industry.
Fig 22: Unsplash (2017) ‘Frank Flores Photo’
Bibliography Diamond, J., and Diamond E. (1999) Fashion Advertising and Promotion. New York: Fairchild Books. Fill, C., Hughes, G. and De Francesco, S. (2013) Advertising: Strategy, Creativity and Media. United Kingdom: Pearson Education. p.20. Greenwood, G. (2008) Fashion Marketing Communications. United Kingdom: Blackwell Publishing. Office for National Statistics (2011) Census Data 2011. Online]. [Accessed: 15 December 2018]. Available from: https://www.ons.gov.uk Schnaars, S. (1998) Marketing Strategy. United States: Simon and Schuster. p.2. Shimp, T. (2008) Advertising Promotion and Other Aspects of Integrated Marketing Communications. United States: Cengage Learning. Tuten, T. (2008) Advertising 2.0: Social Media Marketing in a Web 2.0 World. United States: Greenwood Publishing Group. p.9.
list of figures Fig 1: Spoiled Nation (2018) ‘Magazine Front Cover’ [Created: 1st October 2018] Fig 2 & 22: Unsplash (2017) ‘Frank Flores Photo’https://unsplash.com/photos/BAf3g-id7P4 [Accessed: 20th December 2018] Fig 3: Digital Signage Universe (2012) ‘Vogue Billboard’- https://digitalsignageuniverse. typepad.com [Accessed: 22nd December 2018] Fig 4: Pinterest (2018) ‘Chanel Billboard’- https:// www.pinterest.co.uk/pin/327566572869547591/ [Accessed: 22nd December 2018] Fig 5: Sophie Hales (2018) ‘Campaign Cities’ [Created: 29th December 2018) Figs 6-8: Sophie Hales (2018) ‘Spoiled Nation Digital Billboard Ad’ [Created: 30th December 2019) Fig 9: Village (2018) ‘Village Website’- https:// villagebooks.co/ [Accessed: 30th December 2018] Fig 10: Village Instagram (2018) ‘Village Store in Leeds’- https://www.instagram.com/village_ leeds/ [Accessed: 30th December 2018] Fig 11: Sophie Hales (2018) ‘Village Store Shelves, Leeds’ [Taken: 28th November 2018)
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list of figures Fig 12: Sophie Hales (2018) ‘Village Store Shelves, Leeds’ [Taken: 28th November 2018) Fig 13: Twitter (2018) ‘Spoiled Nation Twitter’https://twitter.com/nation_spoiled [Accessed: 31st December 2018] Fig 14: Instagram (2018) ‘Spoiled Nation Instagram’https://www.instagram.com/spoilednation/ [Accessed: 31st December 2018] Fig 15-16: Instagram (2018) ‘Spoiled Nation Instagram Competition Post’- https://www. instagram.com/spoilednation/ [Accessed: 31st December 2018] Fig 17: Instagram (2018) ‘Rene Matic Instagram’ https://www.instagram.com/bad.gal.rene/ [Accessed: 31st December 2018] Fig 18: Instagram (2018) ‘Harry J Bartlett Instagram’https://www.instagram.com/harryjbartlett/ [Accessed: 31st December 2018] Fig 19: Instagram (2018) ‘Poly Nor Instagram’https://www.instagram.com/pollynor/ [Accessed: 31st December 2018] Fig 20-21: Oracle Bar Leeds (2018) http://www. oraclebar.com/venue-hire.shtml [Accessed: 31st December 2018]