Beambox has arrived

here is the viral ad that will used for BeamBox the brand.
The advert has been made to appeal to the young target customer whilst conceptualizing the idea of falling asleep looking for your tent. It was filmed on a camera phone to appeal to the new mobile technology-savvy generation and is in black and white until the last scene to represent being in darkness until you find your BeamBox. The music has been chosen to add a catchy, memorable jingle to the advert for brand recall and recognition.
Being filmed in a urban setting also is representative of the BeamBox urban consumer.

Lets hope in the festival fields of 2009 we hear "thats my tent" not "thats not my tent"

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BeamBox Logo

 
this is the chosen logo. It represent light, a means for helping, modern through the strong typography and gender neutral with chosen colours. It is also a logo than can be adapted each season by colour changing to fit seasonal product colours

Advert blogs

Whilst continuing my research for my report I have stumbled across many advert blogs on the web.

The link below is one example
http://www.adverblog.com/archives/003588.htm

I have also used the website the worldsbestever to see what the advertising geniuses out there have done in the past. By reading these blogs and viewing the adverts it is not only helping me edit my advert but giving myself good reflections on how I have presented BeamBox compared to other brands.

BEAMBOX is the answer

I found this video which I thought was extra research to confirm BeamBox is a must for festivals 2009!

online survey

Back in week 3 I produced a survey via freesurveysonline in order to gain some primary research into why and how often people who visit festivals buy tents. In order for people to complete the survey I used a viral marketing tool using Lily Allen to introduce the survey. I thought this would help me get responses but I have not as high as response as I thought I would. The realisation of this is that market research is a hard game and it isn't easy to get true market representations.
However I am glad that I used the viral tool and completed the survey as the the responses that I do have are the primary research included within my project and have given me a basis onto which to further research in the secondary form.

http://www.acapela.tv/Lily-Allen-bc8c5b5381c67.html

http://www.freesurveysonline.com/fso/AskSurvey.fso?Survey=16263&CheckID=13975

logo

This is a logo idea trying to represent the key value of light. I don't really like it so will keep working on the logo.

The Tings Tings brand collaboration

BeamBox is emphasising the music product association through a collaboration with The Tings Tings. This pop duo will act as spokespeople for the brand. The use of their hit track "thats not my name" will be edited to "thats not my tent" to form a catchy tag line and jingle for BeamBox. This idea will also be developed further with regards to product launches and promotional material that could be produced.

filming, the mac does not like cameras!

Just got in from doing some more filming. I am a bit worried about the quality but as I have started to edit in Imovie I think the humor concept that i decided for my advert is going to work.
I think I will end up mixing video footage with photographic stills in order to create strong visuals as due to software issues I had to film on my camera phone.

Its going to be a long weekend but feeling quite excited about how its going to turn out!

Festival Market SWOT

Festival Market Analysis

Strengths
Increased audience demand led through supply growth
Consumer demand for music still high with increased spending in 2009 on music downloads and concert tickets predicted by PRS
New technology in the form of music mobile phones are strengthening music links
Higher consumption of music led through online platforms with music portfolios being created around major music events
Growth in number of festivals available driving its own demand
Online purchasing removes hassle
Technological advances increasing ease of ‘festival-life’

Weaknesses
High cost of tickets
Economic pressures exerted upon consumers
Changing audience profile due to changes in population demographics

Opportunities
Online viral capabilities to increase ‘chatter’ around music events
Free publicity through news feeds on social networking sites
Growth in older population with more disposable income and time

Threats
Lower non-essential consumer spending due to tightening household finances
‘in-concert’ content: Live content broadcast or pre-recored being made available at ease to the consumer via the internet or television removing the need to be at the event
Peer to peer sharing of live music event recordings
Fragmented festival scene with ‘nicher’ and ‘lifestyle’ festival brands appealing to less-mainstream demographics

BOX: logo inspiration

These are image examples of the word 'box'. I'm trying to find an image that relays the word 'box' to the consumer for me to use in my logo.

LIGHT "BEAM"

After deciding on the name BeamBox I have started to image research with regards to creating a logo for the brand. Here is a selection of images relating to the concept of light as this is a key brand image.

Brand name

I chose the Brand Name BEAM BOX from brainstorming ideas. I started with definitions and used a thesaurus to start gathering words that were associated with my product. The two words that I looked into was GLOW and TENT as these are the two key messages that need to be evident in the brand name.

tent |tent|
noun
a portable shelter made of cloth, supported by one or more poles and stretched tight by cords or loops attached to pegs driven into the ground.
• Medicine short for oxygen tent .
verb
1 [ trans. ] cover with or as if with a tent : the garden had been completely tented over for supper.
• arrange in a shape that looks like a tent : Tim tented his fingers.
• [as adj. ] ( tented) composed of or provided with tents : they were living in large tented camps.
2 [ intrans. ] (esp. of traveling circus people) live in a tent.
ORIGIN Middle English : from Old French tente, based on Latin tent- ‘stretched,’ from the verb tendere. The verb dates from the mid 16th cent.
tent
noun
circus tents | our tent sleeps four marquee, big top; dome tent, pup tent; teepee, wigwam.

Shelter, guy, bivouac,

Glow
glow |glō|
verb [ intrans. ]
give out steady light without flame : the tips of their cigarettes glowed in the dark.
• have an intense color and a slight shine : [with complement ] faces that glowed red with the cold.
• have a heightened color or a bloom on the skin as a result of warmth or health : he was glowing with health.
• feel deep pleasure or satisfaction and convey it through one's expression and bearing : Katy always glowed when he praised her.
noun [in sing. ]
a steady radiance of light or heat : the setting sun cast a deep red glow over the city.
• a feeling of warmth in the face or body; the visible effects of this as a redness of the cheeks : he could feel the brandy filling him with a warm glow.
• a strong feeling of pleasure or well-being : with a glow of pride, Mildred walked away.
ORIGIN Old English glōwan, of Germanic origin; related to Dutch gloeien and German glühen.
glow
verb
1 lights glowed from the windows shine, radiate, gleam, glimmer, flicker, flare; luminesce.
2 a fire glowed in the hearth radiate heat, smolder, burn.
3 she glowed with embarrassment flush, blush, redden, color (up), go pink, go scarlet; burn.
4 she glowed with pride tingle, thrill; beam.
noun
1 the glow of the fire radiance, light, shine, gleam, glimmer, incandescence, luminescence; warmth, heat.
2 a glow spread over her face flush, blush, rosiness, pinkness, redness, high color; bloom, radiance. antonym pallor.
3 a warm glow deep inside her happiness, contentment, pleasure, satisfaction.

Luminescence: Light that occurs at low temperatures
Polarised




At the same time of this I was gathering images and found one of the 80's Boombox. This was insipiration to chose the name BEAM BOX as not only does it contain references to both light and structure but also plays on this 80's fashion which is a large trend at present.

Advert research (Forgot to blog this, completed before mood boards)

Before doing my mood boards for my advert I spent some time on YouTube seeing which videos have recently had a high amount of hits and trying to come to a conclusion as to why.
I know from my festival consumer research that YouTube usage is high amongst my target consumer so therefore I need to make sure the advert that I produce for YouTube is of interest to the consumer.

Will it Blend?
At the TFA exhibition a spokesperson from YouTube led a discussion about the impact of social networking tools in the workplace. One example was the success of the blenders featured in the clips will it blend? From producing viral video material to be shared via the internet the business received a high amount of publicity through online chatter and as result their sales sky rocketed. The video was of interest as not only is it funny but the objects chosen to blend have an element of shock advertising as you do not expect an i=phone to be blended.


addidas Originals house party ad
This advert has received over 600,000 hits on YouTube and is therefore of great interest to many. What struck me about the video was the music. It is the background track that makes the advert. Without realising it the viewer finds themselves singing along to the music which is then stored in their memory. It is the likeability of this advert as theorised by (Vakratsas and Ambler, 1999) that gives a positive image to the brand.


From the high internet use of my 16-34 ABC1 target customer I feel it is vital that I produce a viral video for my brand. I also know this video needs to appeal to my target market and not just be available to them. I know that I want music to play a large part in the video as I want the association of my product with festivals to be delivered as a message.

E Types research appropriate to Festival goers

E Types

eTypes is a powerful and unique targeting tool that classifies every UK adult based on their online behaviour, their use of new technology, mobile phones and devices.
Marketing strategies can now be developed tailored to consumers lives ensuring the right message is being directed at the right consumer.

As the modern world has evolved there are many new technological ways in which consumers can interact with each other and with the organisations that they purchase from as well as the existing traditional methods. A behaviour pattern of technology usage allows for consumer analysis.

E Types is a powerful individual level targeting tool that allows you to identify those customers who:
Are most likely to be purchasing online
• Research your products online
• Organise their social lives online
Prefer to keep their business offline

UK adults are clustered together into 28 distinct types which is reflection of their lifestyle, technology usage and online behaviour. They consist of 24 online types and 4 offline which together form seven online groups (A-G) and one offline (H).

Consumer profiles from Mintel and Acorn have provided key information that allows myself to choose the following E Types for the festival consumer.



Group B (Frequent socialisers) Type 4: Young, supported networkers
I rely on the internet to plan what I’m doing socially
I tend to use instant messenger over email where available
It’s important to me to have the latest technology/ gadgets

*Youngest E- type
*18-24
*Mostly students who still live at home
*Internet is primarily for social basis and course work research
*Sites used: ebay, Myspace, YouTube, Piczo
*Enjoy self catering holidays in Europe, USA and Canada
*Mobile phone is very important; downloads, pictures, radio, podcasts, music



Group B (Frequent socialisers) Type 5: Low income entertainment seekers
- I feel part of the online community
It makes me really uncomfortable if I’m not able to check calls/ emails throughout the day
I rely on the Internet to plan what I’m doing socially
It’s important to me to have the latest technology/ gadgets

*Aged between 25-34
*Employment likely to be in retail/skilled work
*limited incomes therefore housing is rented either privately or through the council
*HIgh internet use but through other devices than computers; games console, tv, mobile
*Low online spend
*Internet usage includes forums, music downloads, ringtones, tv shows but no really as a research tool.
*Websites likely to be used: FHM, Pizco, Bebo
*Technology serves as status symbols and latest gadgets are aspired for
*Social lifestyles that include the pub, gambling, computer games and football.

Group B (Frequent socialisers) Type 6: Young, social networkers and texters
I rely on the internet to plan what I'm doing socially
I feel a part of the online community
Its important to me to have the latest technology/ gadgets
I tend to use instant messenger over email where available
*Aged 18-24 and most likely to be living at home with parents
*Regular internet use with limited spend but high use as as social network tool
*Internet is accessed through a variety of technological devices
*Website likely to be visited: limewire, YouTube, MySpace and Bebo
*Mobile phones are used in both traditional and new media forms and prefer text messaging as a form of contact

Group B (Frequent socialisers) Type 8: Private renters with high internet use
-I rely on the internet to plan what I’m doing socially
I like/ would like to be able to watch TV on my computer
I feel a part of the online community
It’s important to me to have the latest technology/ gadgets
I tend to use instant messenger over email where available

*Mostly Under 25’s with approximately one fifth being a student
*Most likely to be single living in privately rented flats
*>£20,000 income
*Online spend is low due to financial restraints but attitude towards internet spending is relaxed
*Internet is used for research, downloading and socialising
*Websites most likely to be used: MySpace, online magazines, bulletin boards, AOL, Right-move.






Group E Type 15: Striving young social users
I rely on the Internet to plan what I’m doing socially
I feel a part of the online community
I tend to use instant messenger over email where possible

*25-35 with average income that are with either purchasing or renting their homes
*Internet use and regularity is mixed
*Low internet purchase rate
*Interested in shopping but more via the high street
*Internet usage is centered on social activities including chat, music and watching Tv programs but also job hunting.
*The group shares a passion for music and the cinema
The internet is often accessed via internet cafes and is used to plan social lives
Likely websites to visit include Bebo, Flickr, YouTube, Myspace
Pay as you go mobile phones and MP3 players are key technology items for this group
Employment for this group includes office workers, shop workers, skilled manual workers



Group E Type 16: Fashionable social networkers
I rely on the Internet to plan what I’m doing socially
I feel a part of the online community
I tend to use instant messenger over email where possible

*Mostly 25-45 younger women with average household incomes
*Long-term internet users who are more comfortable than average with internet shopping
*Online spending is average even though they are online spenders
*Internet use is focussed toward work and leisure
*Leisure activities maybe be supported through internet research in the form of movie, concert or theatre research.
*Online leisure includes music downloads, photo sharing, competition entries and dating sites
*Fit the profiles of handbag.com and Guardian.com
*Not favoured fans of high tech gadgets or mobile phone enthusiasts

Acorn profiles: research summary

The analysis of Urban Prosperity groups and types has led to the detection of possible lifestyle trends.
Firstly this category of the population fit the Mintel research of age demographics for the festival consumer. Each of the 5 types discussed is concerned with the mid thirties age group and lower.
Secondly a key trend for population segment is leisure interests. The cinema is favoured above the national average by all the types.
The next trend was the use of public transport as a means of getting around. Even when types of individuals did have car ownership public transport was still a used method. This initiates the thought over the forms of advertising that these individuals are subjected to on their journeys.
Lastly the high use of mobile phones is a key trend and when analysed in conjunction with the role of the internet in these people’s lives an assumption of technology savvy can be made. The internet is no longer just a communication method for these individuals but is an intrinsic life tool for shopping, research, work and play.

Acorn profiles: Aspiring singles profile Category 2 Group F Types 20, 21, 22, 23

(38.8% UK population)
Young urbanites
Populated with students/ recent graduates
Flats and larger shared properties are common with a tendency to move regularly a trend.
leisure activities include sports, the gym, socialising in pubs and clubs, coffee shops.
Transport is by bus, train, tube, or walking
Technology savvy
The Guardian, Independent and Observer are the main choices of newspapers.


Type 19 Suburban Privately renting Professionals
Populated by the twenties and early thirties career developers, most of these people have chosen to live in easy reach of the major conurbations without being at the centre of them.
Property is mostly rented however some of this type have purchased their flats.

The close proximity to city centres allows for a diverse mix of transport methods including new cars, public transport, bike and walking.

Spread across these individuals lives is the use of the internet for both work and pleasure with the majority making online purchases.

The leisure activities of this type include sports and exercise whilst holidays are taken in the forms of weekend breaks and long haul. Other interests are concerned with shopping for clothes, eating out and the cinema.

Most of this type have a high interest in current affairs and regularly read the broadsheets without showing bias to any particular title.


key points:
High interest in outdoor leisure activities including golf, skiing, sports
Cinema is a large interest- advertising opportunity?
Large mobile phone bills- do they own iphones?
Read broadsheets to keep up to date with current affairs
Online shoppers
Use different modes of transport so are exposed to different forms of communications

Type 20 Student Flats and Cosmopolitan Sharers
This type is concerned with young single people renting one or two bedroom flats that are close to work or study. One thrip of this type are students and the environment is fast changing with a high turnover of occupancy.

This type is very technology savvy with the desire to embrace new technology even if purchase is not an option due to money constraints. The internet is used for both academic work and purchases.

These people have a very active lifestyle with social lives playing a large part in their lives. Evening leisure time is spent at the pub, clubbing or in the cinema with the same activities undertaken at home in the form of listening to music and watching films. This type also has a high magazine readership.
An interest is shown in current affairs by this type however this is more likely to be followed in the form of online reading. The papers The Guardian, The Observer, The Independent and The Times are most likely to be purchased.

Key points:
Fast paced lifestyle in all areas
High internet use
Big interest in music both in and out the home
Likely to share accommodation- interaction about tastes and interests is high
Transport taken by foot or public transport- outdoor advertising?

Type 23 Student Terraces
This type is concerned with students and generally the under 45’s. 38% of this category are student residents living in rented, shared accommodation.

This type have a keen interest to explore but due to financial restraints holidays to long haul destinations are often done in the form of backpacking. Another keen interest is clothes and fashion and therefore keeping up to date with trends.

The internet plays a large part in this type’s lives as it is used for playing games, booking travel, banking, clothes and music purchases and research.

Key points:
YOUNG population in this type
Everyday life is completed with the aid of the internet- youtube?facebook? viral ads?
Keen interest in traveling, clothes and fashion- explorers?
High mobile phone use- application downloads?

Acorn profiles: Educated Urbanites profile Category 2 Group E Types 15, 16, 17, 18, 19

(5.5% of UK population)
young people
highly qualified
professional/managerial roles
live in flats in major cities
high incomes working to purchase their flats/ renting with high disposable income
significant purchase would be expensive car
use public transport
take full advantage of city life going out regularly
enjoy restaurants, theatre and the arts
informed about current affairs
read The Guardian, Financial Times and Independent
holiday frequently
‘these people have the world at their feet and plenty of money to enjoy it.’ (Acorn, 38:2006)


Type 16 Prosperous Young Professionals, Flats
This group is heavily populated with 25-29 year highly qualified individuals working in either professional or managerial roles.
40% of this group have chosen to live alone but a large proportion also share large properties with other individuals. The trend is more focussed towards renting properties rather than buying in this group which reflects the transient nature of these communities.

Leisure time is of importance to this group to counter balance their working attitude. Maximising time is done through internet shopping for many purchases including online grocery purchase.

This group has a high media usage of the press. The two most widely read newspapers are The Guardian and The Financial Times with the Observer and The Sunday Times popular weekend choices.
Digital TV ownership is on par with the UK average but the most interest for this group is theatre/arts and cultural sector.

This group maximises free time from work through holidaying in both winter sun and snow, weekend breaks and long haul trips.


Key points:
Media usage: clear choice of papers- The Guardian, Financial Times
Contract mobile phones with high usage- Text message advertising opportunity?
Keen interest in theatre/cultural/arts
High interest in the cinema- advertising opportunity?
Above average in interest in fashion/clothes- appreciates trends.

Type 17 Young Educated Workers, Flats
This type is dominated by the twenty-something well qualified worker or student. The level of NVQs, A-levels and degrees is above average for this type.
The majority of this type are just starting out with their careers reflected in the modest incomes however this should continue to rise as they climb the career ladder.

A common interest is self-improvement and education with time being dedicated to both however the busy nature of these people is counterbalanced with the love for socialising in bars, restaurants and coffer shops as a means of relaxation.

The media purchase habits of this type do not follow a distinct pattern however when purchasing newspapers The Guardian and Independent are a popular choice.


Key points:
Very large interest in the cinema- advertising opportunity?
Above average interest in the theatre/cultural/ arts
enjoy more than 2 holidays a year- leisure time is important
large amount of this type have a £30+ mobile phone bill showing handset is in high use- advertising opportunity
The Guardian and Financial Times are the most popular newspaper choices.
Public transport, walking and cycling are the modes of getting around.


Research: The festival consumer

Acorn profiles
Acorn is a consumer targeting tool that combines ‘geography with demographics and lifestyle information, places where people live with their underlying characteristics and behaviour, to create a tool for understanding the different types of people in different areas
throughout the country’. (Acorn, 2006)
The analysis undertaken allows for the understanding of different types of consumers across the country. This is done through the use of categories, groups and types.
In applying these profiles to the festival target consumer of 16-34 years old, ABC1 a wider target profile can be created.



This is the category that best represents the festival going consumer. This was decided through matching the target consumer suggested by mintel with the types that relate to the groups that this category encompasses.
It is now necessary to research into this category in order to understand consumer lifestyles and behviour which will be done through group and type analysis.

Research: The festival Market

The brand I wish to launch is primarily concerned with the festival market therefore I felt it was necessary to conduct research into the strength of this market.
I have documented the key points from this market:

* Since 2000 the festival market has been increasing in size at a rapid pace. The online site www.efestivals.com has increased it’s featured festivals from 12 in 2000 to over 530 in 2008. Researched conducted my Mintel a (2008) suggests that much of this growth is due to the rise in boutique-style festivals that are vying for as much consumer attention as the larger commercial festivals.

*Festivals fall into the UK tourism sector which the British Government is further trying to strengthen using campaigns with the objective of attracting more international tourists and increasing domestic Uk tourism. Researched undertaken by VisitBritain found 19% of British people stated they preferred event holidays, including musicals and festivals as their preferred holiday type. (Euromonitor, )

* teenagers and young adults are the fastest growing demographic group in the travel and tourism sector. Euromonitor concludes this generation ‘are keen to embrace fun before taking on the issues of home ownership, marriage or children in later life. This has significant implications on their consumption habits with regards to travel and tourism.’ This is supported by Mintel’s findings of the age profile of the festival-goer biased towards consumers aged 16-34 years and is classified as ABC1.

*The uncertain economic climate is predicted to effect the tourism industry as consumers suffer from lower disposable income, redundancies and a lack of available credit. However Russell Luckock of A.E Harris & Co comments:
‘the fact that with the pound having slid by such an enormous amount over the last few months against a basket of currencies, we may well have a record number of visitors from overseas, particularly the eurozone, the USA and Canada.
By the same token, it is highly probable that holidays abroad will be deemed to be expensive.’ (Sky News, 2008)
Therefore even in the economic downturn the UK tourist industry has the opportunity to with stand the pressures exerted upon it. Highly publicised festival Glastonbury seems to have conformed to this with all 137, 500 advance tickets for the June 2009 festival sold out.
Mintel suggests that as consumers experience budget tightening the caution with spending will increase. In terms of live music spending consumers will take less risks on seeing artists they are not familiar with being more selective with events. In general the artist line up at festivals is large and therefore disburses this risk.

Market summary:
Festivals are in great competition for consumers money when it comes to leisure spending and even more so during the tough economic times. However the usp of live music gives this leisure activity unique properties. The competition for tickets, the social currency of being part of an audience to witness the performing artist and the increase in availability of live music genres this leisure experience is in a strong position.
The growth in audience sizes and demand for tickets give an optimistic outlook for this market.

Research summary:
The above research has given me a good starting with regards to market research for my tent. It is apparent that festivals on the whole appeal to a certain consumer and therefor I need to target my product towards this consumer which will form the next part of my research.

Why advertsisng for the launch of Beam Box? (Fill Chapter 18)

Advertising and strategy:

In order to continue with my brand I have given consideration to the role of advertisising through reading chapter 18 in Fill. I felt that before I had cemented my idea I could not start to plan and understand the theories behind the tools I was going to use. Howvere now that I have made good progress with my brand I have found that reading the theory allows for easier aplication.

Key points taken from the chapter:

Advertising plan:
the message/ what is to be said- buy Beam Box, innovative new tent
the media/ how the message will be conveyed- further research needed
the timing/ the manner in which the message will be carried- further research needed

The purpose of an advertising plan is to provide the means by which appropriate messages are devised and delivered to target audiences who then act in appropriate ways. Applying this to me brand means that I need to encode a message about Beam Box that is decoded by the target consumer with the effect of introducing the brand and prompts purchases.

Advertising messages:
what a product is- what is the Beam Box?
what a products primary functions are- why does it glow in the dark?
how the product relates to other similar products-What makes the Beam Box different from all the other tents on the market?

Advertising strengths:
develop brand awareness, values and associations
management has the greatest level of control with advertising out of all the promotional mix elements
Messages transmitted in an agreed manner and style that can be pushed or pulled immediately if the environment changes
The core strengths of advertising make it an essential tool in launching Beam Box yet it needs to be used in the most effective manner.

Advertising frameworks:
Sales framework: advertising success measured on level of sales and advertising activities are aimed at ultimately shifting product.
Persuasion framework: assumes buyer decision making is rational and can be accurately predicted allowing for rational messages to be transmitted through advertising.
Involvement framework: draws members of the audience into the advertisement and eliciting a largely emotional response. Involvement with the product is a consequence of involvement with the advert.
Salience framework: this advertising works by being different from all other advertising in the same product class.
The four frameworks each strive to achieve different results however I think that I will have to combine different aspects of the frameworks in order to successfully launch my brand. Firstly I want to achieve sales yet the choice of product demands the advertising to be different from all other tent advertising in order to reflect the product features.

Advertising can either be assumed to be strong or weak. The strong theory suggest that advertising can persuade a consumer to purchase a product that they never had previously bought.
The weak theory is concerned with the consumer purchasing by habit rather than because of promotional messages. However Ehrenberg (1988, 1997) also suggested that the weak theory supports the strong theory through advertising being capable of improving an individuals knowledge. It is then this knowledge that can influence purchasing decisions. As the product that I am choosing to launch is a new product my objective is to alter the consumers purchasing pattern of tents. With this in mind I am adhering to the strong theory of advertising yet the failure of advertising to produce expected levels of performance as discussed in the weak theory must be given consideration.

Different advertising approaches can be used for the product and effect required. A large consideration when deciding upon a suitable strategy is the regularity of product purchase by the consumer. For example the primary product within my campaign is the tent. The consumer will not be purchasing this on a weekly basis and at more seasonal times. This needs to be reflected in the chosen amount of marketing contact between the organisation and the consumer. The strategy needs to ensure lasting impact upon the consumer.

‘A more current perspective of advertising strategy suggests that advertising should become more engaged with the customer’s experience of the brand and not be rooted just in the development of brand values.’ (Fill, 2005: 525)
I feel the above statement is one to keep at the forefront when deciding upon the strategy for BEAM BOX in order to produce a campaign that reflects the brand’s intentions.

Defining my idea

Following on from my moodboard and story board I have defined my ideas into the 7p's principles to give clarification over the product and brand that I wish to pursue.

INTRODUCING...BEAM BOX

Product features
Beam Box is a glow in the dark tent made using photo luminescent yarn. The material consists of fine thermal plastic film to which glass sphere are bonded with a water proof flexible resin on both sides. This yarn has the ability to absorb and store sunlight that is then continuously emitted in darkness. The product is free from radio active substances making it one of the leaders in glow-in-the dark products.
The pop-up action allows the consumer to pitch the tent in a matter of minutes.

Product quality
The Beam Box tent is produced using the highest quality photo luminescent yarn in production combined with the pop up action creates a product that is both durable, effective and easy for the modern camper.

Product style and design
Beam Box is a three-man pop up tent that does not require separate poles of fly sheet.
The measurements are:
Peak Height: 47 inches
Dimensions:  94"L X 74"W
Weight: 9 pounds
Door and Window: Fine mesh screening
Design:  Self-erecting tent with Spring Steel Frame
Fire Rating: CPAI-84
Folds down to 38" Diameter X 1.5" Thick

Brand name: Beam Box
The brand name draws association with the musical setting in which the product will be used and main feature of the product. The choice of brand name has been chosen to allow for memory recall in the older consumer of the highly popular ‘boom box’ product during the eighties whilst once again emphasising the music association of the product.
The use of alliteration adds emphasis when pronounced.

Brand name: Beam Box
The brand name draws association with the musical setting in which the product will be used and main feature of the product. The choice of brand name has been chosen to allow for memory recall in the older consumer of the highly popular ‘boom box’ product during the eighties whilst once again emphasising the music association of the product.
The use of alliteration adds emphasis when pronounced.

Packaging
The Beam Box is most likely to be retailed both online and in store. Noting the high pressures on consumers to conform to be eco-friendly the tent will not be packaged in extra plastic. The tent bag will act as a carrier with a shoulder strap and it will be manufactured from the same waterproof material as the tent.
This form of packing also allows for logo branding to be printed on the tent bag so will be a walking advert for the product on the consumers journey home.

Product information
The simple assembly instructions for the product will be printed on a recycled paper information card along with the guarantee and placed inside the tent bag. This information card will also display the necessary safety information required by law.
The pricing will be on a swing ticket on the attached to the bag handle by a kimball.

Extra services
As the product is not being retailed through a sole trader it is important to establish an easy point of direct contact for the consumer with Beam Box. This will primarily be done through the website. The website will also act as a host for festival goers and travelers in such that it will provide information on events, have survival and help pages, blog functions and the use of a micro blog tool. The extra functions will help to establish the brand as an essential means for before, during and after camping adventures.
To supplement this product there will be a selection of complimentary smaller products available in a survival pack that will be distributed at certain festivals. The contents is yet to be decided.

I have focused upon the initial product launch of the Beam Box tent but I will further develop my ideas in order to create a brand that encompasses more than just one product. In order to progress with my brand launch I am now going to conduct market research.

Advert Story board: Thats not my tent

Following my initial idea this upload is the suggested story board for my advert. I have decided that as the target consumer for festivals is 16-34 I need to produce an ad that targets this market and make sure the brand message is received via media that they use. As a result I will produce an ad for the internet that will create word of mouth in order to secure website hits. I will discuss this further in explanation of my target market.

The idea for the advert came from relating my product back to the music roots where it will be used. Taking inspiration from a successful band I think I can market my product in collaboration with them in order to reach the right audience.

mood board

Mood board for glow in the dark tent

Following my idea of a glow in the dark tent I have tried to conceptualize why I think this product is a need for the festival going consumer. I have chosen images, words and feeling that are associated with my product idea.

Playing with ideas

After much head searching and inspiration finding I have decided to follow the idea of launching a glow in the dark tent. A little bit crazy I know but from festival experience I understand the confusion of standing in a field at 3am and thinking "which one is mine, is it that one, or that on or that one?" along with "now where did they say they were camping" and "oops sorry this isn't my tent after all!"
Following these feelings of loss, bewilderment and bafflement I think there could be a market for a glow in the dark tent that not only shines like the north star to lead you home but is the new festival trend for 2009.
To clarify my ideas I am going to put some images down as a mood board.

LOST IN BRANDING

I feel I can get to grips with the academic aspect of this unit but am feeling really blocked with creativity and without an idea I can not deicide on a target audience. I keep looking at acorn profile after acorn profile yet without a brand idea I'm feeling really unproductive. Do I go with the glow in the dark festival tents? do I launch slimming pants? do I launch dog perfume? or I do i think again?

Multiple consumer advert

Above is the advert taken from First Choice.co.uk. This website offers free child places and discounted bookings. The advert tries to entice parents into booking with them as it offers multiple discounts effecting more than one member of the party.

Multiple consumer advert

This is an example of an advert that address more than one consumer. The Rush client receives 50% for introducing a friend whilst the new client also receives 50% off. This is placed on the back of the Rush British Hairdressing Awards advert.

Marketing for the individual consumer

Graduate

This recent graduate enjoys socialising whilst looking good on a budget. She follows the same media routine using morning radio as a comforting voice whilst being connected to the outside world. Disposable income is spent spread between her mobile phone texts, clothing and nights out.

PRODUCT: Beauty product: “Bright Eyes” under eye gel
PLACE: Radio
MESSAGE: Late nights early mornings can take they toll, now look a million dollars without spending it.

Party-Girl

This student enjoys the night life just as much as the lead up to it. Even on a student budget she likes to feel and look good through endorsed beauty products that often have a free gift with higher purchase. Her style is unique and money is not heavily influenced by branding when it comes to clothes. Music is a great passion in the home and on her travels.

PRODUCT: Digital music phone
PLACE: Outdoor billboard
MESSAGE: Listen to the latest music, news and events streaming live to your phone whilst on the move.

Professional

As an evening hands on dad time is of the essence both in the morning and after work. Routine plays a large part in this mans life in order to get things done. Media is structured to the radio and broadsheets in the morning and television for his partner in the evening. The media is generally used as a tool to inform if not relax.

PRODUCT: Thermal travel mug coffee maker
PLACE: Evening standard advert and Times Weekend supplement advertorial
MESSAGE: Don’t rush your coffee enjoy it on your travels

Branding task 2- CONVERSE

Converse

Converse has been manufacturing the basketball shoe since the early 1900’s extending product ranges over the years. The brand now encompasses men’s, women’s and children's with an extensive product range for each market segment.
The success of converse has now spanned more than 100 years however with all the sports history and footwear innovation under its name it could be questioned why converse only wholesales in the UK and does not retail through its own outlets.

Target Market:
Sports:
Originating from the brands success as a basketball on-court shoe the brand today produces ‘a new generation of sports performance shoes’. Targeted at basketball, football, tennis, baseball and track sports players. One can assume that this target market contains both males and females between the sporting age of 8-45. However due to the nature of this market it could be suggested that most of these consumers would be 16-30 and primarily male.

Lifestyle:
The popularity of the sporting shoe filtered into the fashion market through editorial coverage. The brand image was taken from the track by high profile figures wearing the sporting shoes and the brand entered the new market of fashion.
This market targets children, men and women. The segments are wide and the consumers range vastly in age range.

Converse no longer has one part of the shoe market that it targets. It is no longer a sporting brand and is neither a fashion brand. It places itself mid-market and is a mass retailer.
The lack of targeting or unclear target markets is effecting the brands ability to reach defined stake-holders. Due to the history of the brand and the wearability of the product the brand is desired by many. In order to capitalise on this the brand needs to clearly define its target markets and address each in the correct manner. For example the sports market demands different from the fashion market in product development, advertising, 4 p’s and distribution.


Positioning:
Converse positions itself in both the fashion and sportswear market yet each position is not clearly defined. Both are mid-mass market in terms of pricing and place. The brand is often retailed amongst a variety of shoe styles for example in Office shoes or in Footlocker stores and may not be available to all of the target market as a consequence.
The wide availability of the brand may also be affecting the brand image. Often the shoes are available on auction websites such as ebay cheapening the image of the shoe and market saturation occurring.

Proposition:
Converse proposes to be ‘more than shoes’, however this intention is not easily recognisable in actions. The fact that the brand produces specific sporting shoes but is not easily linked to specific sporting events or does not publicise this events produces ambiguity in the brands intent. Converse could re-brand itself more people-centric through collaborating with a youth sporting event or even opening a youth basketball academy. The shift from seller-centric to people centric could help realign the brand in a more favourable position during tough economic times and strengthen the relationship between business and consumer.

A second weakness of the brand proposition is the distribution through wholesale retailers in the UK. The product can be purchased from many outlets but not from a converse store. The result of this is the consumer is not so much as buying into the brand but is just purchasing a branded product. Whilst the business is clearly successful the introduction of a converse retail outlet could result in dramatically strengthened relationships between the stakeholders. This also links back to the unclear target marketing, a converse outlet would make the product available for purchase to all market segments whereas at present the older consumers may not shop in Office, or the fashion consumer may not shop in Footlocker. Furthering this the brand could increase itself appeal by making its extra services available to all. Currently customised designs can be done through the website but this could be introduced into the store adding extra fun and hype to the brand with the scope for running in-store competitions that could link to the community through schools.



Brand expression/communication
Converse is easily recognisable through the distinctive star logo. It is memorable and not product-type specific yet it does not convey the modern side to the brand. I do not think the logo should be changed but extra emphasis needs to be placed upon the delivering the message of the brand. The logo represents the brands heritage through the consistent use of image and typography.
One area this needs to be focussed upon is the brands image representation:

This image is taken from the converse website homepage. Whilst the choice of models and styling targets the young fashion conscious consumer it does easily attach itself to the wide audience that buys into the brand. The brand could benefit from creating a more segmented website that is easily used by all.
One idea could be to include a childrens link from the homepage that could include activities and games to add a fun element to the product for children. This could be promoted through activation codes gained through product purchase that unlock certain links on the website. Furthering this a character that is easily recognisable to children could help market the brand in a more child friendly manner. This would also allow for advertising to children.

Converse as a brand expresses itself through the iconic ‘chuck taylor’ style boot that was the driving force behind the success. Yet as the brand has developed this static image has now does not represent the wide product ranges. An area for improvement could be tag lines that are implemented to go with each product area.


Summary
As a brand converse has been built on history of sports and success of a product but as the business has grown it now does not represent all the activities that it undertakes. The wide target audience is not being marketed to in specific areas and many products are not promoted to the right consumer. The brand needs to re-define which markets it wishes to hold a stake in a make sure it is serving these consumers. The biggest improvement for the brand would be direct retailing so Converse has the opportunity to convey its brand strategy exactly how it wishes. This would primarily been done through stand alone stores.

Media usage of different acorn profiles

Following the start of my research into the different types of media available and what the restrictions of each type I thought it would be interesting to consider who uses what media and in what context. Lifestyles denote what some somebody is subjected to in the form of advertising so I researched 2 neighbourhood profiles on upmystreet.com to analyse the media usage of each acorn profile. My thoughts follow after each profile.

N2 0DQ
Full neighbourhood profile
Often, many of the people who live in this sort of postcode will be affluent urban professionals living in flats. These are known as type 15 in the ACORN classification and 1.17% of the UK’s population live in this type.
Neighbourhoods fitting this profile are found primarily in London (Wandsworth, Hammersmith and Fulham, Merton, Kensington and Chelsea, Richmond-upon-Thames and Ealing) as well as in Oxford, Cambridge and Edinburgh. Here is an overview of the likely preferences and features of your neighbourhood:
These people live in affluent urban areas, where large attractive houses have often been converted into flats. Whilst many do own their home, the proportion of rented accommodation is relatively high.

People in this type are very highly qualified; one in four have postgraduate and professional qualifications. They work in professional and senior managerial occupations, with many spending very long hours at work.

Most residents are either young singles or couples. There are very few children and those there are tend to be under five, which suggests that young families move on from these areas.

As one of the highest earning types, they have relatively high disposable incomes. They invest in a broad range of products including high interest accounts, ISAs, and stocks and shares. They are comfortable using the Internet to do their financial research.

In the winter, this type is the most likely to go skiing. They will then take at least one other holiday, which is usually foreign and often far-flung. When at home they take advantage of the range of theatre and arts available to them from living in the city. They also enjoy good food and wine, both at home and in restaurants.

They are interested in current affairs and are very likely to buy a daily paper, which they probably read as they commute to work. They usually choose from The Guardian, Independent, The Times and Financial Times. At the weekend they like The Sunday Times and Observer.

My analysis:
From the above analysis media usage in this area primarily takes the form of the press and Internet. The daily commute suggests most people would consume a large amount of adverts and have a high disposable income. Combined this would allow them to purchase products that they have seen advertised but the products would have to suit their more luxurious lifestyle. Further more the low amount of satellite TV in the area suggests these residents are not fussed by a large amount of channels and therefore would not be reached through specialised channel advertising.

SN6 6ET
Local area
Full neighbourhood profile
Often, many of the people who live in this sort of postcode will be established home owning workers. These are known as type 30 in the ACORN classification and 3.64% of the UK’s population live in this type.
Neighbourhoods fitting this profile are found in Wolverhampton, Dudley, Darlington, Stoke, Rotherham and Mansfield. Here is an overview of the likely preferences and features of your neighbourhood:
These traditional blue-collar neighbourhoods contain predominantly married couples, families with older children and some empty nesters.

Formal educational qualifications are below average. People tend to work in routine occupations in manufacturing and retail, in a mixture of skilled, semi-skilled and manual jobs. Family incomes are average, and the main income is often supplemented by female part-time working.

Smaller semi-detached houses, usually with two or three bedrooms, are most common and account for two thirds of the housing stock in this type. Half of householders are buying their property on a mortgage with another third owning outright.

Most households have access to a car but usually a smaller, inexpensive model, possibly bought second hand.

These people are likely to take one main holiday a year, probably a packaged holiday to the Mediterranean or a camping or caravanning holiday in the UK.

Watching TV is a popular leisure activity, as is going to the cinema and sometimes bingo. Doing the football pools, gardening and visiting the pub are also common. Tabloid newspapers are favoured reading, and many listen to Radio 2.

My analysis:
This profile suggests a high media usage in the form of television and tabloid newspapers. The routine occupational jobs suggest transport is either public or by car but the journey time is likely to be moderate. This would then imply the resident of these areas is not consuming as many outdoor adverts as the previous profile but would be more exposed to the radio whilst commuting. The enjoyment of cinema visits allows for advertising consumption in this environment whilst the lack of young children in the area would suggest that when the television is on it would be on an adult channel and not a children’s channel.

Media considerations

Targeting the right consumer can only be done is the right media is chosen for a campaign. A brand must encode its message into the correct form so that it is decoded by the right consumer and the message is successfully received. However the medium of this message is subjected to different restraints; cost, credibility, communications and control.

TV: Whilst TV has the ability to reach a large audience the cost of doing so is also high. Yet the CPT is low when viewing figures are high. Wastage for this medium can be high and consumer interaction low. This medium is suitable for a mass campaign that targets a wide audience. Credibility of this media form is low.

Radio: This form of media does also have low interaction but is also cheap. The form of radio allows the consumer to complete other tasks whilst listening influencing low wastage. The negative is the low ability to target.

Press: The most credible form of advertising that has medium costs allows for a high amount of targeting.

Cinema: Whilst the production costs for this form are high the cpt is medium as a large number of people can view the advert at once. The wastage is also low as the consumer's attention is focused on the screen in this environment.

Internet: The highest amount of interaction is acheived through this medium with the lowest costs. The credibility is low but the size of investment is low. A wide audience can be reached and the flexilibty is high.

Out door: The highest costs occur with the type of media but the cpt is very low as such a large audience is reached. However the flexibility is low so when combined with the low level of interaction this is not ideal. Also wastage is high as as people become saturated with advertisments.

The choice of media for my brand is going to stem from what type of brand I choose to launch and to whom. Analysing the different media types has made me consider more elements than just cost. to further this research when I have a target customer I will further analyse the media usuage of thie customer in order to help me make a decision.

Tom Cruise my thoughts

profitable, image, small, faith, devoted, maverick, passionate, father, idol, iconic, Hollywood, successful, media interest, publicised, personality, celebrity, sharp, presentable, charismatic, aggravating, talented, popular, attractive, loyal, caring, clever, dynamic, bankable, photographic, sellable, image, opitimistic, loving, strong, recognisbale, hansom, stylish, status, talked about, colum inches, photographed, package, opportunity, money, wise, enthusiastic, personable, show, secure, personality, crazy, in love, dedicated, keen, headstrong, business-minded, open, creative.

Tom Cruise is more than an actor, his name and success is a means to generate money through the the promotion of himself as a brand.

The beginning to a very far off end..

The marketing communication and branding brief demands a mix of both academic learning and creativity. To start me off with this project I have chosen to begin my learning with the following text books:
Fil, C. (2005) Marketing commuincations: engagement, strategies and practice, 4th ed. Harlow: FT Prentice Hall.
Wilmhurst, J (1990) Fundamentals of Advertising, 2nd ed, Oxford, Butterworth Heinemann.
Ind, N. (2003) Beyond Branding, London, Kogan Page.

I have also chosen to read Haig, M (2003) brand Failures, London, Kogan Page. I chose this title as I thought it would be interesting to see where, why and how brands go wrong so hopefully the one I chose to launch doesn't!

Thats all for now