P6: Identify the channels and platforms to be used for the distribution of the new product
Who are your target audience?:
- 12 to 25 years olds
- Both men and women as this allows for a wider audience therefroe bringing in a bigger revenue
- People who have interest in clothing and music
- No specific income
- Digital natives, people who know this sort of app and how it works
How will you market this item?:
When marketing the app I will use as many different methods as I can but by making sure I keep it cost effective so there is more money for the creation of the app. The ways I'd market the app would be primarily on social media because it is cheap to use and is fairly easy to post regular updates, the ways I would try and post would be like:
Brand identity: I would create logos concept art of the app so the audience can get an idea of what the app will look like, I will also have an ident that can be played on radio adverts, all these images, posts and Ident we are using will hopefully make the audience think about the product.
Create awareness: Creating social media accounts where we will post regularly to keep the audience engaged and interested all the time, we will create a following from the people who follow our social media pages and hopefully they will invest into our app.
Create relationship with our target audience: This will be done by giving our audience members something such as a 25% discount on their first purchase but only the first 100 for example, this will not only help to create a relationship with the audience but will then make a demand on the app, it will grow as people start to hear about the discounts.
Frequent posts: By keeping the idea and app on everyone mind we will post frequently with images, videos and news update in the release date of the app to intrigue the audience as well as keeping on top of their mind. When posting on social media we will have to consider timings of when to post for example my target audience is 13-25-year-olds most of whom are still at school/college/uni so posting at around 7 onwards will be prime time to post this content seeing as this is when our target audience will be online.
Gain responses from the audience: By gaining response on what they think of the app this will help its credibility and helping it become more popular. We can do this by asking the audience to rate the app or we could do a questionnaire to see what they like/don't like and what could be changed.
On social media I will viral marketing techniques to reality boost the product and to get it well known so were have more download purchases. We will need this to be done by our audience sharing our content so it reaches a wider audience.
Other forms of marketing:
Radio: I will be marketing the app through other forms of digital methods such as radio this is because it's cost effective as well as being a good platform to reach our target audience. This form of marketing would be under 'above the line advertising' this is because we are doing it on a mass scale, so we can reach a wide audience. To make sure we get the right target audience, we will play indents, jingles, narrations about the app on stations such as Capital, Heart, Kiss, for stations like BBC 1xtra we could have interviews about the new app. We would air all of these marketing strategies in the morning at around 7:30/8:00 and then again in the afternoon at around 4:00/6:00 this is because our target is 13-25 and for the most part of that audience will be going to school or college in the morning and will be listening to the radio In the car
Celebrity methods: To get the app more well known we can use the celebrities we use the app to promote the app, in interviews they do. This will be a good way to market the app as their target audience will be the same age as ours so it will be easier for us to create that large target audience.
Traditional methods: Marketing the app on traditional methods such as magazines, billboards. By choosing one of these methods we would cater to that genre of the magazine for example. So we would only advertise in music magazines and clothing magazines.
What channels?:
social media:
Instagram - When marketing the product on Instagram we will have pop advert as this is cost effective as well as being very effective, when looking into OFCOM they state Instagram is the third most used apps within teens so this will be a great place to advertise. We will also set up an Instagram account where we will post good quality photos with a sleek design, we will try and use colours relevant to the target audience, such as very flat colours such as pastel colours as this is visually pleasing and relevant to the target audience.
Snapchat: Marketing on snapchat we will have advertisement of the relevant advertisement segments such as app/clothing or technologies segment. We will have a swipe up feature which allows a straight away download and purchase. We will also have filters which allows the target audience to sue them on the face, this will be released before the launch date.
Facebook/Twitter: On twitter and facebook we will post updates in the forms of pictures, videos and status with updates in how the app works what it looks like and how you can use it as the user and what benefits it gives you.
Radio:
Capital, Heart and Kiss - All of these radio station fit my target audience in terms of what age they are. as well as the station being purely music based, which means we will be advertising to people who like listening to music on a regular basis. To promote the app we will use short jingles, idents and interviews so the audience understand what they could be purchasing.
YouTube: We will partner up with relevant YouTubers who blog about music or clothing, we will sponsor their video as well as making sure they give their audience a 10% discount for their first purchase in our app, by doing this it means we are getting their target audience who are obviously interested in clothing or music, this is also a very cost-effective way of doing it, because a lot of YouTubers would do it for free, as it would be much as their benefit as well. We would also do 30 seconds adverts before vert youtube videos which are relevant to our idea, the 30-second adverts will show the sleek design, how it works, what you can do and how it benefits the audience, we will use a voiceover to make it appealing to the audience. This is also another cost-effective way as Youtube adverts are cheap to produce and to put on Youtube.
What platforms will your app/idea work on and why?
Platforms such as tablets, smartphones and computers, this is because when researching into Ofcom they state:
“eight in ten (77%) 16-24-year-olds say they use their laptops or PCs. Four in ten (41%) 16-24s use their tablets and more than six in ten (64%) 16-24s use their smartphones”
Because of this figure will place the app on these platforms, at a cost of 99p. We will make sure the app is compatible with both IOS, Android and GOOGLE plat store so it reaches a bigger target audience, this allows any target audience to download it and use it. Also by placing it on all of these platforms such as tablets, smartphones and computer mean it easier to use on that platform for the audience.
- 12 to 25 years olds
- Both men and women as this allows for a wider audience therefroe bringing in a bigger revenue
- People who have interest in clothing and music
- No specific income
- Digital natives, people who know this sort of app and how it works
How will you market this item?:
When marketing the app I will use as many different methods as I can but by making sure I keep it cost effective so there is more money for the creation of the app. The ways I'd market the app would be primarily on social media because it is cheap to use and is fairly easy to post regular updates, the ways I would try and post would be like:
Brand identity: I would create logos concept art of the app so the audience can get an idea of what the app will look like, I will also have an ident that can be played on radio adverts, all these images, posts and Ident we are using will hopefully make the audience think about the product.
Create awareness: Creating social media accounts where we will post regularly to keep the audience engaged and interested all the time, we will create a following from the people who follow our social media pages and hopefully they will invest into our app.
Create relationship with our target audience: This will be done by giving our audience members something such as a 25% discount on their first purchase but only the first 100 for example, this will not only help to create a relationship with the audience but will then make a demand on the app, it will grow as people start to hear about the discounts.
Frequent posts: By keeping the idea and app on everyone mind we will post frequently with images, videos and news update in the release date of the app to intrigue the audience as well as keeping on top of their mind. When posting on social media we will have to consider timings of when to post for example my target audience is 13-25-year-olds most of whom are still at school/college/uni so posting at around 7 onwards will be prime time to post this content seeing as this is when our target audience will be online.
Gain responses from the audience: By gaining response on what they think of the app this will help its credibility and helping it become more popular. We can do this by asking the audience to rate the app or we could do a questionnaire to see what they like/don't like and what could be changed.
On social media I will viral marketing techniques to reality boost the product and to get it well known so were have more download purchases. We will need this to be done by our audience sharing our content so it reaches a wider audience.
Other forms of marketing:
Radio: I will be marketing the app through other forms of digital methods such as radio this is because it's cost effective as well as being a good platform to reach our target audience. This form of marketing would be under 'above the line advertising' this is because we are doing it on a mass scale, so we can reach a wide audience. To make sure we get the right target audience, we will play indents, jingles, narrations about the app on stations such as Capital, Heart, Kiss, for stations like BBC 1xtra we could have interviews about the new app. We would air all of these marketing strategies in the morning at around 7:30/8:00 and then again in the afternoon at around 4:00/6:00 this is because our target is 13-25 and for the most part of that audience will be going to school or college in the morning and will be listening to the radio In the car
Celebrity methods: To get the app more well known we can use the celebrities we use the app to promote the app, in interviews they do. This will be a good way to market the app as their target audience will be the same age as ours so it will be easier for us to create that large target audience.
Traditional methods: Marketing the app on traditional methods such as magazines, billboards. By choosing one of these methods we would cater to that genre of the magazine for example. So we would only advertise in music magazines and clothing magazines.
What channels?:
social media:
Instagram - When marketing the product on Instagram we will have pop advert as this is cost effective as well as being very effective, when looking into OFCOM they state Instagram is the third most used apps within teens so this will be a great place to advertise. We will also set up an Instagram account where we will post good quality photos with a sleek design, we will try and use colours relevant to the target audience, such as very flat colours such as pastel colours as this is visually pleasing and relevant to the target audience.
Snapchat: Marketing on snapchat we will have advertisement of the relevant advertisement segments such as app/clothing or technologies segment. We will have a swipe up feature which allows a straight away download and purchase. We will also have filters which allows the target audience to sue them on the face, this will be released before the launch date.
Facebook/Twitter: On twitter and facebook we will post updates in the forms of pictures, videos and status with updates in how the app works what it looks like and how you can use it as the user and what benefits it gives you.
Radio:
Capital, Heart and Kiss - All of these radio station fit my target audience in terms of what age they are. as well as the station being purely music based, which means we will be advertising to people who like listening to music on a regular basis. To promote the app we will use short jingles, idents and interviews so the audience understand what they could be purchasing.
YouTube: We will partner up with relevant YouTubers who blog about music or clothing, we will sponsor their video as well as making sure they give their audience a 10% discount for their first purchase in our app, by doing this it means we are getting their target audience who are obviously interested in clothing or music, this is also a very cost-effective way of doing it, because a lot of YouTubers would do it for free, as it would be much as their benefit as well. We would also do 30 seconds adverts before vert youtube videos which are relevant to our idea, the 30-second adverts will show the sleek design, how it works, what you can do and how it benefits the audience, we will use a voiceover to make it appealing to the audience. This is also another cost-effective way as Youtube adverts are cheap to produce and to put on Youtube.
What platforms will your app/idea work on and why?
Platforms such as tablets, smartphones and computers, this is because when researching into Ofcom they state:
“eight in ten (77%) 16-24-year-olds say they use their laptops or PCs. Four in ten (41%) 16-24s use their tablets and more than six in ten (64%) 16-24s use their smartphones”
Because of this figure will place the app on these platforms, at a cost of 99p. We will make sure the app is compatible with both IOS, Android and GOOGLE plat store so it reaches a bigger target audience, this allows any target audience to download it and use it. Also by placing it on all of these platforms such as tablets, smartphones and computer mean it easier to use on that platform for the audience.
P7: Create a project proposal specification document for the new product.
Treatment - Tagged by will on Scribd
Powerpoint:
Tagged - Unit 26 by will on Scribd