Marketing Campaign
Below is a flowchart that illustrates the marketing campaign of Dua Lipa:
Dua Lipa's Marketing Campaign |
The aim of a marketing campaign is to reach and then appeal to the audience and encourage people to part with their money. It is also important to understand how the different elements work in the campaign- the website acts as the 'hub', the music video promotes the single, the single promotes the album and the album and tour work together and promote each other. Another aim is to launch the brand of an artist, for example, we wanted to promote GiGi as a strong female role-model. A key element of a marketing campaign for a new artist is to raise awareness of them. We used this idea in how we marketed GiGi which can be seen below.
Please feel free to use the full screen option, zoom in and drag/move around the screen:
Marketing theory illustrates the marketing mix formed of the 4 P's:
- Product= we created three separate products that the audience will use for diversion and enjoyment
- Place= to ensure that we reached all our target audience demographics we placed our music video on YouTube to reach a global audience and the album can be purchased on the 'hub' of the marketing campaign, the website. The proloferation of David Gauntlett's idea of Web 2.0 means that audience members can share GiGi's music video-further increasing her audience base.
- Price= the price of the deluxe album is £7.99 and tour tickets are £30 which are very affordable and cheaper than existing products which should attract a greater following for GiGi
- Promotion= we reached our audience through the website, YouTube, social media platforms and live events such as an album signing at HMV Westfield.
The music video on YouTube |
The signing event advertised on the website news page |
Star Identity
Richard Dyer's 'Star' Theory illustrates a "true pop star has a lasting significance" which can be achieved through them "conveying beliefs, ideas and thoughts outside music" that help to create their clear and strong artist/star identity.
We wanted GiGi to be strong and independent, someone who would be a role-model for her target audience (mainly the primary and secondary target audience). To further illustrate GiGi's star identity I created the word cloud below:
To further illustrate how we constructed GiGi's star identity through the music video and website I created the padlet below. Please feel free to click on the gifs and images to enlarge them and watch the video:
Connectivity
Below is a mind-map that shows the connectivity between the album cover and the music video:
Connectivity between the he album and music video |
Website
Below is a prezi that illustrates connectivity within GiGi's website:
Conclusion
Overall, I believe that the combination of our main and ancillary tasks is very effective. They work efficiently together to create a successful marketing campaign. They also work well individually to promote GiGi as a 'star' and an artist ti successfully reach and appeal to our three target audience demographics
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