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Marketing Plan

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Brendan Marshall


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{ } Context

Introduction & Background

imag.in is a business formed from the need to find

imag.in is a website and downloadable App that allows

a better way for emerging artists to better promote themselves and make money whilst still having the time free to do what they love most - create.

users to discover, connect, share.

At the same time, the team at imag.in realised that the people who love art, often find it difficult to find artworks related to their interests, & to discover new art & artists.

Artists can create a profile, that allows them promotion of their work. The website then facilitates the ability for users to find out about artists, their work, current exhibits via tagging and the use of QR codes and geo-mapping and even purchase originals or prints.

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{ } Context

Discover Connect Share

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95% were unsure if their selling strategy is working effectively.

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83% of artists struggle with the business aspect of selling art.

90% of art enthusiasts would use our site for searching.

* Based on a market validation survey of approximately 50 people.


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environmental analysis

Bu ye r

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Market Analysis

Low / Medium Threat – Many buyers / sellers in the market – Pricing structure varies

io n

Competitive Rivalry

ie

ub

pl

sti

tut

Su p Po

r

Low Threat – Multiple suppliers available – Set-up easily transferred – Materials easily accessed – Many distribution options

Thr ea to f

Low Threat – Small number of competitors in the market – Differentiation of market

ew N

try En

r we Po

High Threat – Minimal set-up cost – Technology readily available – Ease of access to suppliers

we

r

T hre

a

f to

S

Medium Threat – Users can choose to manage all processes themselves through ease of access to readily available technologies


Service fotoart.co.nz artprint.co.nz artfind.co.nz

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art.com low

high


Price fotoart.co.nz

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environmental analysis

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Competitor Analysis

artprint.co.nz artfind.co.nz art.com low

high

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81% of artists would use our site to exhibit and sell their artwork.

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* Based on a market validation survey of approximately 50 people.


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environmental analysis

imag.in’s key competitive advantage is in it’s recognition of the niche market of local art and artists and how that can be applied on a global scale. Secondary to this is the acknowledgement that it can provide a service to both buyers and sellers in the market through discovery - utilising QR code and geo-tagging technology.

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Competitive Advantage

Thirdly, imag.in accesses artists and buyers through a variety of channels, such as art schools, community art groups and galleries. Providing a platform for these groups to create a conversation about the local art-scene and interact with each other. Buyers and sellers agree that this service gives them a hassle free way to interact with the art community.

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target market

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Market Se gmentation

Art Enthusiasts

Home Makers

Hospitality Trade

Interior Designers

Emerging Artists

Galleries (on behalf)

Established Artists

13 Buyers

Sellers


Buyers Art Enthusiasts: this group is wide open to anyone that enjoys art, in all its forms and is interested in our core value: discover, connect, share. Home Makers: this group are often interested in artworks for their homes, typically on a more commercial basis, but are always looking for affordable art. Hospitality Trade: restaurants, cafes, hotels are always on the search for new and interesting pieces to display in their rooms and public spaces. They could also be a potential partner for promoting local art and artists. Interior Designers: working with all of the aforementioned groups, interior designers would definitely engage with

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our service, using the tagging capability to help with their design process, for their clients.

Sellers Emerging Artists: the service is primarily targeted at emerging artists, to allow ease of promotion and management of selling. Galleries: we see galleries as a channel for discovery and promotion of local art and artists. There would be keen partnerships established. Established Artists: though less likely to utilise the service, established artists still fit the model for selling and promotion.


{

target market

}

Targeting

Criteria

Enthusiast

Home Maker

Hospitality

Interior Design

Emerging

Galleries

Established

Growth

High

Medium

Low

Low

Medium

Low

Medium

Competitiveness

High

Low

High

Medium

Medium

Medium

Low

Competence

High

Low

Low

Medium

High

Medium

Low

Mission

High

Medium

Medium

Medium

High

Medium

Low

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{

target market

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Positioning

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{

Marketing tactics

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Promotional Analysis

Tactic

Description

Cost

Reach

Influence

Cost-effectiveness

Newspaper Ad

4cmx10col, run weekly in art section

$109.70/run

Moderate

Low

In-effective

PR Event

Local event at community arts

$3000

Moderate

Moderate

Effective

Referral System

Promoted through community arts

Nil

Moderate

Moderate

Effective

Exhibition Ad

Advertising in conjunction with exhibit space

Nil

Low

Low

In-effective

Social Media

Promoted through Facebook

Nil

High

Moderate

Effective

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Tactic

October

November

December

January

February

March

Newspaper Ad

Run Weekly

Run Weekly

Run Weekly

Run Fortnightly

Run Monthly

Feature

PR Event Social Media Referral System

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Launch Facebook

Twitter

Combined

Collaboration Plan

Update Weekly Updates Start

Weekly Updates

Weekly Updates Assessment


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Marketing tactics

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Promotional Programme

Tactic

October

November

December

January

February

March

Newspaper Ad

$438.80

$438.80

$438.80

$219.40

$219.40

$500.00

PR Event

$3000

$1500

Social Media Referral System

$1000

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{

Marketing tactics

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Promotional Programme

Target

Strategy

Phase One (12 Months)

Phase Two (2 Years)

Phase Three (Year 3+)

LOCAL Art Communities Art Schools Galleries

NATIONAL Art Communities Art Schools Galleries Commercial Artists

INTERNATIONAL Art Communities Art Schools Galleries Commercial Firms

Social Media Newspaper Advertising PR Event Referral System

Social Media Newspaper Advertising PR Event Referral System Sales / PR Agents

Social Media Newspaper Advertising PR Event

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imag.in marketing plan  

UCOL Marketing Assignment

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