A Campaign Plan for Release of Rolling Stones` Hardcover Book 50 - Essay Example

 A CAMPAIGN PLAN FOR A CREATIVE INDUSTRY EVENT ABOUT ART INDUSTRY: THE PRESENTATION TO BE PREPARED IN REPORT FORMAT Introduction The rolling stone rock band originated from London in the year 1962. The band was inducted in the Rock And Roll Hall Of Fame in the year 1989, ranked by the critical acclaim and popular consensus and critics as the World’s Finest Rock And Roll Band. The band members includes; Ian Stewart, the piano player; Mick Jagger, the vocalist; Keith Richards, the vocalist cum guitarist; Bill Wyman working on bass; and Charlie Watts working on the drum. Jones founded the band yet; Richards and Jagger took over the leadership of the band as they were the bands main songwriters and the subsequent incapacity state of emotions of Jones. The band records sale of a minimum of 200 million globally (Heinlein, 2009). Creative Industries create a noteworthy attraction from the millions of anticipating fans who pause as customers. This prompts the need for a marketing strategy for the tour that will be conducted by, The Rolling Stone. There is a pending need from the record companies to study and understand the marketing situation and utilize the opportunities. Unlike products, marketing music industry requires the singer to produce music that he likes and ignore the music strategy. This is because such music ends up inspiring the audience. The campaign aims at understanding the market place where the art is sold, the objective of the band, the strategy to be used to achieve the objectives, and the target population. How the strategy will be achieved, the staff hired to carry out the task, the allocation of funds into stages also proves paramount. The need to evaluate the steps ensures that the staffs are working towards the achievement of the goals (Hadley, 2001). The aim of the campaign To tour various parts of the world, to create awareness of the band’s albums, hit songs, ticketing services and their products. The campaigns opportunities and risks The rolling stones opportunities and risks originate from the external environment. The external environment affects any business setting and is unavoidable. The opportunities come from fame acquired in various parts of the worlds such as Europe, North American around the 1960s British attack. The band was inducted in the rock and roll hall of fame in the year 1989, ranked by the critical acclaim and popular consensus and critics as the world’s finest rock and roll band. The band record various releases in various countries such as; United Kingdom with twenty-two studio albums; United States, where they recorded ten live albums; amongst others. The band’s album, sticky fingers released, in the year 1971 preceded eight string with sequencing studio albums culminating to position one in the united states (Scott and Scott, 2011). The rolling stones released, Bigger Bang, in the year 2005. Three years later, the Bill Board magazine positioned, the rolling stones, number 10, on the Billboard Top of All-Time Artists. The band was also termed as the second most best group in the top 100 charts of the Billboard. The brand name the rolling stones receives a considerable level of recognition globally. Chess records are assimilated to the urban blues with artistes like Muddy water; the writer who named the band. Critics such as, Robert Palmer, attributes the stability and relevance of, the rolling stone band, to the traditional verities they have incorporated in Rhythm & Blues and soul music. The band celebrated its 20th anniversary in the year 2012 (Hadley, 2001). The risks of the campaign include the high prices imposed on the sale of tickets by, the rolling stones. The audience felt that $800 dollars for a ticket to the show was too expensive for the fans. This means that the target audience for the shows is restricted by the figure on their ticket sell. There are also situations where, the Rolling stones, remains unrecognized and hence their show does not sell the anticipated target. This happened to be the case in their opening visit to the United States around June in the year 1964 which Bill Wyman’s, one of, the rolling stones; member terms it as a, disaster. The United States did not have any hit record or any of the music played by the rolling stone band. The rolling stone band also received mockery from Dean Martin’s variety television show, the Hollywood palace; the host ridiculed their hair style as well as their performance. Later on the rolling stone band recorded their songs for two days in Chess studios in the United Kingdom and ended up the top most hit in the United Kingdom (Kotler and Armstrong, 2012). The campaign objectives To tour various parts of the world, to create awareness of the band’s albums, hit songs, ticketing services and their products. By Nov 2012, the rolling stone seek; to determine the four audience category and analyze the situation to maximize on each audience category. The audience category includes the current audience; individuals who do not attend the show performance of, the rolling stones, but can be persuaded to attendance; the individuals that are unmoved with the performances made by, the rolling stone; and individuals who are hostile to the offers supplied by, the rolling stones band (Scott and Scott, 2011). By Dec 2012, the rolling stones, to have created awareness of the products they have and where to get the products. The band released a hardcover book titled, 50, in remembrance of their 50th anniversary event. This created a new understanding on, the band’s lip and tongue logo, launched and applied in the event of the celebration in at least four developing countries. The released the film, Crossfire Hurricane in the United Kingdom and televised in the BBC Two, for fans from all continents to be able to view and know of the rolling stones still exists; to have discussed the documentary with Rock Cellar magazine. The Rolling stones band aims at attending an interview with Brett Morgan; concerning the fifty years the rolling stones have spent together as a band. At this point, the band needs to have released their 50th anniversary celebration documentaries to the United Kingdom and the United States (Heinlein, 2009). By Feb 2013, the rolling stone members, to have rehearsed for the world tours. The band needs to attend yet another world tour. The latest documentary termed the crossfire Hurricane released to the fans globally. The documentary encompasses the lyrics from the stones songs. There is the need to release the new title for the HBO to fans in all continents by use of latest technologies. The rolling stone, aims at performing at least two gigs in London’s 02 Arena, and additional two at Brooklyn within the Barclays Centre. The band aims at releasing the GRRR! Album, and also attend the world opening of the documentary the crossfire Hurricane in London’s Leicester Square. Before the release of the documentary, the band aims at attending an interview with the Rolling stones magazine to clear their relationship with Bill Wyman, Dave Navarro and Mick Taylor, and their appearance at their upcoming shows in London. The band needs to have released their latest song, one more shot, at the band’s YouTube channel (Fraser et al, 2004). Steps 1: To determine the groups of audience Determining the target population helps the audience understand the market and hence fair pricing of the tickets. When the rolling stones understand who their potential and existing customers; communication will flow (Hadley, 2001). Step 2: To conduct a SWOT analysis on the audience The release of the albums and documentaries helps the band interact with customers as they come to purchase the products. At this juncture, it proves paramount to undertake a situational analysis. This is made possible by the use of SWOT analysis. The band must identify their strengths and weakness which are internal factors. The band has been in existence for more than fifty years and managing the success. This is caused by the good relations between the members. This comes as an advantage; as it helps the group bond and hence delivers quality to the customers. The weakness comes in cases when the band decides to break way as the case takes quite some time for the band members to grow as a group at the expense of the band. Force the band to increase the ticket charge to recover the dent which also affects the show attendances (Scott and Scott, 2011). Step 3: To create awareness of the products The rolling stones products range from their documentaries, the album, the tickets and show performances. The band sells the albums through their official YouTube page. Some albums can be sold through their web page online. Individuals willing to acquire the products such as the documentary can contact their producer, or buy the rolling stones magazines for details on the products. The tickets are sold both at advance level and entrance points. The band has staff recruited specifically to sell the tickets (Kotler and Armstrong, 2012). Step 4: To analyze the financial situation of the band The band over the past years releases hit songs that end up providing good returns for the groups operational activities. The tickets sale prices range is £106 to £ 406 all inclusive. The middle men sale of tickets to the audience at a higher price; reduces the number in attendance and creates losses for the band. The hospitality set for the audience seeking to stand in the, tongue pit, for a better view of the stage performance tickets were going for £ 1, 140 including the taxes. The band has a financial release of forty million dollars for the campaign plan; to cater for the event and pay the staffs (Scott and Scott, 2011). The strategy for achieving the goals by the use of the four Ps The price will be selling at a cheaper price especially the tickets to the London shows so as to create awareness. The products released for sale by the Rolling stones are of high quality hence the stable amount of the audience who come to see his works. The place the tickets and other products will be sold will be convenient for the customers. Some customers prefer buying advance tickets; while others chose to buy the tickets at the gate. The rolling stones magazine has arranged collaborations with various print houses to issue information on the proceedings of the rolling stones. The magazines are going to be produced quarterly. The price tag of the magazines is nil so as to encourage everyone to read on matters of the Rolling stones. The tickets on sale for the London shows are going to be released at an abridged price, from the expected £106 to £ 406 to around £100 to £ 400 for the standing tickets. The hospitality tickets will be fairing at one thousand one hundred Euros all inclusive (Fraser et al, 2004). The rolling stones have audience cutting across all ages. Understanding the audience should come as a priority so as to rate their ability to pay for the tickets. If the audience loves the music that the rolling stones are playing, and willing to pay the cost; the business of persuading them to buy the tickets becomes an easy task. The release of the albums enables the band to know their customers. Stage performances also help the band interact with the audience, this way they know how they feel about the prices of the tickets (Scott and Scott, 2011). The stages of the campaign Task The dates of execution How to achieve the plan Who conducts the assigned duties The dates of completion Determining the groups of the audience 1st Nov 2012, Conducting shows and presenting the audience with questionnaires and use of interviewing methods. The staffs assigned 30th Nov 2012 Situation analysis 1st Dec 2012 Analyzing the situation from the response of customers from points of sales, responses after personal selling, using the press. The consultants hired 30th Dec 2012 creating awareness of the products 1st Feb 2013 By the use of the media, internet, personal selling, to advertise the reduced prices in the tickets sale The band’s employees 30th Feb 2012 Analyzing the financial situation of the band 1st March 2013 By the use of a budget plan that incorporates all the activities of the campaign The bands financial advisors 30th march 2013 SWOT Analysis Strategy In identifying the SWOT analysis, the band can work on their threat and weaknesses. The high prices of the tickets should be revised. The band should revise their goals basing them on the fact s collected in SWOT analysis. The customer’s interests should be worked on from throughout the stages of the band production to the time it reaches the customers. The opportunities and threats come from the external environment of the business. This stems in from the competitors, the legal and social situation of the situation of the products that the rolling stones are offering (Kotler and Armstrong, 2012). Some environmental conditions interrupt the growth and recognition of the band hence sales of tickets in such areas results into losses. This comes from the fact that; most individuals feel that the music is evil or immoral. For example, when the band produced the song, let’s spend the night together; the Americas ranked the song number one. In UK, the same song was ranked number two. The New York audience decided to change the title of the song into let’s spend some times together. At this level, convincing the customers to accept the ticket sale, even at the lowest of prices, to attend the show; remains difficult (Scott and Scott, 2011). The rolling stones experience the problem of highly pricing of the tickets. The move has been moving customers away from their shows and opting to other artists, which will eventually injure the business. The competitors in the rock business such as the Beatless employ the use of modernized equipments (Kotler and Armstrong, 2012). To ensure that the products in the market remain known to the customers, there is the need for the band to use advertising tools. The tactics employed to achieve the goals At this stage, the Rolling Stones, use an advertising strategy that targets the group of customers identified. The message they put across and the strategy they use will draw the attention of the customers. The use of seasonal advertising and special promotions in the sale of tickets helps attain the marketing dominance. The band can also employ the use of pricing strategy to attract the target population. The high price strategy can be used as it plays with the audience psychology. The high price strategy may mean that the band requires the audience of individuals in the high society, and can also work (Scott and Scott, 2011). The use of reasonably priced financing system and late payments, working for 30 days and a maximum of one year, also ensure low prices in the tickets sale. The use of press especially the worldwide television service like the BBC will be employed to market the tickets. The band will also use the press to advertise the tickets and the prices, using discount offers and mailing of the audience (Kotler and Armstrong, 2012). The tickets will also be sold through the internet advertising and personal selling. The employees in the company will be hired on a contractual basis; to evade the payments of the benefits. This helps the company cut cost in the long run, and hence afford to lower the prices of the tickets. Corporate identity strategy also proves paramount in the sale of the tickets as one can identify with the products. When individuals hear of the rolling stones tickets sales on offer they associate the products with quality (Hadley, 2001). The marketing strategy cost The project involves maximizing the sale of tickets to the customers. The bang has a budget of running the entire campaign the project is about creating awareness of the reduced prices in the ticket sale (Kotler and Armstrong, 2012). Implementation and follow-up of the strategy The strategy employed at each stage must be constantly monitored and evaluated to ensure its effectiveness. At the end of the campaign strategy, the main goal must be achieved. The employees should be spread in a way that each staff handles the segment assigned fully and ensures effectiveness and efficiency. There should be meeting for fifteen minutes fortnightly to discuss the issues and the problems experienced in the implementation. This will ensure changing the action plan to ensure the goals are met. These meetings should be hosted by the chair of the meeting (Fraser et al, 2004). The campaign message is that; the rolling stones band has more in store for the audience. Price is never an obstacle to prevent the audience from attending the shows to support the band. This is the reason the prices of tickets to the London concert is drastically reduced (Hadley, 2001). Bibliography Fraser, P., Kerrigan, F., and ÖZbilgin, M., 2004. Arts marketing. Oxford: Elsevier Butterworth-Heinemann. Hadley, D., 2001. Boost your performance: Writing your marketing Action plan. Scottish Arts Council. Heinlein, R. A., 2009. The rolling stones. New York: Charles Scribner's Sons. Kotler, P., and Armstrong, G., 2012. Principles of marketing. Boston: Pearson Prentice Hall. Scott, D. M., and Scott, D. M., 2011. The new rules of marketing & PR: how to use social media,online video, mobile applications, blogs, news releases, & viral marketing to reach buyers directly. Hoboken, N.J.: John Wiley & Sons. 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