ADV 385- Account Planning - Group#4 A New Direction for Artist Marcus Jackson Group#4 Yutao Wang; Graeme Hamilton; Jonathon Matranga
Creative Brief Marcus Jackson is a painter located in Austin Texas, who largely paints both abstracts and celebrities. Painting has always been a side gig for Marcus, however, he has been wondering if painting has the potential to become his full-time occupation. While he currently has a loyal base, there is a need for greater awareness of his work outside his current fans. His current focus on digital is not helping, with his work lost among the chaff. Who are we trying to reach? We are going to reach people between the ages of 28 and 50 who attend live events. These are people who are young at heart, and who have disposable income to travel and purchase art. Their household income is around $65,000 or greater. They worship pop culture and collect mementos of their experiences. They love seeing live performances to enrich their lives and spirits. They don’t live to work, they work to live. They do the most with their time away from the office by “treating themselves”. They are addicted to culture. They are ‘cultural aphrodisiacs’. Why do these people buy or use the product? A painting by Marcus Jackson reflects a person’s lifestyle and values in their home. Because Marcus’ work captures the style of a performer in a unique and authentic way, the customer will be able to relive the experience of watching their favorite performances live. In addition to this, a work by Marcus Jackson is the way to commemorate a unique experience and a conversation piece worth talking about. What is the objective of this project? Our objective is to launch Marcus Jackson’s art directly into the culture that reflects his paintings and in front of those who resonate with his interests and values. By connecting with people who are primed to love his work, there will be an increase of awareness that should result in increased traffic to his online presence, and hopefully an increase in orders of prints. How does the product compare to competitors’? Pros:(1) Marcus Jackson works are going to be unique by each performance and venue and limited in number. This creates a rarity of his work. (2) Each painting represents a unique time and place that cannot be replicated. This increases emotional worth to those who appreciate this culture and performances most. Cons: (1) Other artists can create prints and sell them online for much cheaper. They can also create knock-offs of Marcus’ work. (2) Other artists can compete with Marcus by painting these same artist performances. Where is the communication going to run? Directly in venues. From this point digital communications via live streaming of painting through Facebook, Instagram, and Snapchat, while making use of the events’ hashtags to help promotion. The mixed digital/physical presence should drive more attention to both. Insight: Art is an experience, a feeling, not a transaction. Art is bought and sold by the feeling that it gives to its viewer, and a person is much more likely to purchase a piece of art if the art represents a unique feeling or experience that resonates with them personally. What is the message we should convey? A work by Marcus Jackson links the cultural experience lived at a live performance to a physical object that has permanence.