Lauren & Aimee A2 Media Blog: Marketing Strategy (Looking at existing website)

Analysing Pixie Lott Website:

1. Which institutions are behind the band/artist and in what ways is this relevant?

‘Mercury’ and ‘Interscope’ records
Mercury: part of Island Def Jam Mowtown Music Group - Genre: Various Interscope: owned by Universal Music Group (the largest group in the music industry!) - Genre: Various

2. What functions does the website serve for the band/artist?

-Keeping interest of viewers by features such as social networking sites.

-Raises awareness of the artist and their music.

-Informs fans for upcoming events such as tours, cd releases, cd signings.

-Putting across artists image; sex appeal, feminine, independence.

-Advertisements

3. Describe the band/artists brand identity and explain how the website is used to construct this?

Pixie Lotts brand identity is put across with the help of the website by various strategies, such as the visual content, back ground image being a photographic shot of the artist with a plain colour background (pure) even the font that is used for the
The artist is portrayed as sexy (creating sex appeal), feminine, independent, sassy and innocent/angelic.

4. Who is the target audience for the band/artist and how do you know?
This particular audience appears to be targeted mainly at young female audience (e.g. teens to older women) however, this particular female artist may attract male attention as she has sex appeal.

5. How is the website designed to appeal to the target audience?
The theme of the website and style of the music make it easier to know what audience this particular artist may attract. For example, the style and layout of the website, voyeurism - her face/features showing her femininity and personality. Including links to the social network sites (such as Facebook and twitter) relates to the current trend and interest to most people using the internet nowadays/whats popular.

6. Identify all the different strategies used to market the artist/band on the website:
- Itunes Banner advertisement of release
- Latest Pictures
- Videos (Youtube)

- Latest News (New collection - Clothing ‘Lipsy’)
- Viral Marketing
- Tour Dates
- Shop (artist merchandise - CDs, Hoody’s, Shirts and Accessories)

7. How many opportunities does the website offer the audience to buy into the band/artist (i.e. spend their money)
- Store merchandise (via. internet shopping - HMV, Amazon and Play.com)
- Purchasing CDs
- Singles
- iTunes

8. Apart from the band/artist, what or who else is being sold on the website?
- Other advertisement banners such as, Cow and Gate, F&F, New film coming out ‘Footloose’, Makeup advertisements, music downloading sites and GlamMedia.

The opening page to the site (Enter) and advertisement of the new album release.
Photographic image of the music artist Pixie Lott with blue graphics/imagery to make it more appealing and keep to a colour scheme

Home Page; containing news, pics, twitter topics, social network links, advertisements, comments and links to other pages.

This links to interests to the audience and meeting their needs to other popular services/websites - this makes the artist appeal more to those who may be interested in these types of features.

Picture banner - giving information to viewers to download from iTunes
Advertisement of the new song release

Text advert of the new release, the date the album is released and sources of where to buy it from (e.g, hmv.com, amazon and play.com)

Twitter comments linked to page, tweets from the artist keeping it more personal and interesting to the fans to read what shes up to and what she has to say - keeping up with popular sites

Links to social networking sites - enabling users/fans to view artist from their own preference of social networking sites

Links to other pages on the site; Home, News, Blog, Music, Video... - including the Pixie Lott logo/signature

Advertisement banner to promote related companies/products
Login/Sign-Up option

Videos can be viewed on the site - ability to share with friends (viral advertising)

Thumbnails of pictures from performances, enabling visitors/fans of the site to view previous events - also advertises the artists shows/performances

Button features enabling sharing via Facebook, Email, Blogger and many more! - Viral Marketing

Different image albums to choose which performances to view - enabling viewers to look at previous performances and create interest to go to upcoming events

Incorporating maps into the website to show locations of performances (Showing where performances may be available)

Subscription to News Letter of Pixie Lott- fans can recieve news, updates, upcoming shows and other information.

Chat forum on particular topics of the music artist - creates interest to fans and involvement in conversations

Mercury Records Logo and display of the record labels artists (inc. Pixie)

Interscope record label logo and previous/current artists (inc. Pixie)

(INCLUDE A MINDMAP OF POSSIBLE/DECISIONS ON MARKETING STRATEGY!)

1. Using the following Marketing Methods identify how you will co-ordinate your promotional campaign for your artists new album release - which are the most suitable to reach their audience?

2. Asses the importance of each of those selected including New Media (internet/viral) as well as traditional methods (Radio, MTV, Magazines)

Use visuals/images to signpost our plan to promote the new release

use KEY TERMINOLOGY (on next slide) :)

Marketing Strategies:

Music Video