CREATIVE TACTICS
Tactic 3: Point-of-Purchase Displays
The objective is to direct the target’s attention to the product while engaging them in an entertaining way. We will evaluate the effectiveness of this tactic by webcam surveillance. Best Buy and Costco: When the target demographic does buy music in stores, they often go to Best Buy. In an industry where convenience drives the main consumers, making a trip to a physical store is for something special— whether it’s for a collectors’ edition CD, or just something from an artist they particularly admire. In light of that, we suggest products sold in Best Buy and Costco stores not only be placed in the music section, but in endcap displays with the discography of the artists pictured. The endcap displays will feature life-size cardboard cut-outs of famous musicians and their band. The face will be cut out from one band member allowing the target audience to pose in a realistic background. A motion-activated webcam would allow users to capture their image. Signage would provide a URL where the images would be found and they could text, tweet or email the link to their friends. There would also be a link on that site allowing users to export the photos directly to their Facebook walls or upload to TwitPic. Since Costco offers numerous complete discographies, this point of purchase will be especially effective because the customers will be the “true music fans” we are trying to reach.
:26
"Sell the life" the damnwells