ADV 385- Account Planning - Group#4
A New Direc�on for Ar�st Marcus Jackson Group#4 Yutao Wang; Graeme Hamilton; Jonathon Matranga
Crea�ve Brief
Marcus Jackson is a painter located in Aus�n Texas, who largely paints both abstracts and celebri�es. Pain�ng has always been a side gig for Marcus, however, he has been wondering if pain�ng has the poten�al to become his full-�me occupa�on. 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 of28 and 50 who a�end 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 �me away from the office by "trea�ng themselves". They are addicted to culture. They are 'cultural aphrodisiacs'. Why do these people buy or use the product? A pain�ng 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 authen�c way, the customer will be able to relive the experience of watching their favorite performances live. In addi�on to this, a work by Marcus Jackson is the way to commemorate a unique experience and a conversa�on piece worth talking about. What is the objec�ve of this project? Our objec�ve is to launch Marcus Jackson's art directly into the culture that reflects his pain�ngs and in front of those who resonate with his interests and values. By connec�ng 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 compe�tors? 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 pain�ng represents a unique �me and place that cannot be replicated. This increases emo�onal worth to those who appreciate this culture and performances most. Cons: (1) Other ar�sts can create prints and sell them online for much cheaper. They can also create knock-offs of Marcus' work. (2) Other ar�sts can compete with Marcus by pain�ng these same ar�st performances. Where is the communica�on going to run? Directly in venues. From this point digital communica�ons via live streaming of pain�ng through Facebook, lnstagram, and Snapchat, while making use of the events' hashtags to help promo�on. The mixed digital/physical presence should drive more a�en�on to both. Insight: Art is an experience, a feeling, not a transac�on. 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. ”