Peerless Advertising: Sara Babb 12-3-2015
Executive Summary: Music is a lot of things to a lot of people. It is a therapist, an escape, entertainment, and a story. The many different ways to listen to music can be overwhelming, this makes records a less popular option. As a team, Peerless has come up with an advertising plan based off research of Guestroom Records, its targets, and competitors. This major campaign will take place within the Oklahoma City Metro Area by placing billboards on traffic arteries and high frequency highways. Our target audience is an age range that are mature enough to enjoy quality music, but favor the enthusiasm of OKC’s artistic events. After analyzing the potential ways to educate our audience while also working under a set budget, Peerless will suggest three creative executions to improve awareness of the company, transform the perception of current and future customers, and to also boost sales.
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Table of Contents: Executive Summary……………………………………………………………………... Page 1
Table of Contents………………………………………………………………………... Page 2
Product Evaluation……………………………………………………………………… Page 3
SWOT Analysis………………………………………………………………………….. Page 3
Competitive Analysis……………………………………………………………………. Page 4
Target Analysis…………………………………………………………………………..
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ROI Creative Brief……………………………………………………………………..... Page 5
Three Creative Executions…………………………………………………………….... Page 10
Media Plan……………………………………………………………………………….. Page 16
Media Flowchart……………………………………………………………………….... Page 17
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Product Evaluation: Guestroom Records started in Norman in 2003 by two students from The University of Oklahoma whom collected multiple records and CD’s. Today, the stores offer a wide range of records and CD’s, and gives customers a homely environment to buy and sell their music. Choices include new, used, and rented records and CD’s. The company has three locations in the country, two in Oklahoma, one in Kentucky. They are open seven days a week and are generous with their hours of operations. All stores open from 11am-9pm on weekdays and 1pm-6pm on Sundays. Guestroom also runs an online store located on their website. The stores offer a relaxing environment for customers to browse and showcasing events for up-and-coming local artists.
SWOT Analysis: Strengths:
Locally owned Stores are placed in high traffic areas for their target customers Generous hours of operations Offers online store Offers showcasing events for local artists
Weaknesses:
The store is dated Lack of “uniqueness” Location can be difficult to get to for secondary or other target customers Advertising for the company is almost non-existent Website can be adjusted
Opportunities:
Guestroom Records promoting company in coffee shops and art districts Placing advertisement on college campuses Taking showcasing events outside of the store Selling record players to improve the selling of records
Trolly Stop Record Shop is a newer option for music lovers (Since 2014) Digital music is a popular choice for today’s music lovers Coffee shops offer a similar vintage feel
Threats:
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Competitive Analysis: Guestroom Records primary competitor is the current trend of digital music and secondary competitor is Trolly Stop Records Shop in Oklahoma City, OK. Digital music was born in the very beginning of the 21st century and continues to be a billion dollar industry with devices such as Mp3 players and smartphones. Trolly Stop Record Shop is a newer independent record store in Oklahoma and offers similar services as Guestroom Records. Trolly Stop’s location can be considered more convenient for target consumers.
Target Analysis:
Target #1 (Primary): “Modern Pioneers”: Male or female, 22-35, mostly single, some married, and the younger members of this target are still in school. Some are graduated from college and have their first job. Lower to mid income levels. ($35-$50k) With their free time they enjoy going to music festivals, seeing different art districts and showing off their above average music collection. Frustration occurs from the little variety of records offered by other stores. They listen to/collect new and old music as a hobby.
Target #2 (Secondary):”Seasoned Appreciators”: Male or Female, 47-56, mostly married but some single. Many are still working ($45-$60k income) although some are retired. Mostly living in the suburban area of cities, the retirees are staying at home and taking care of their children/grandchildren. These targets enjoy leisure time at home listening to their records from when they were younger and still enjoy buying new and old records. Some may find themselves attempting to fit in with their younger children who have begun to collect and listen to records themselves.
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ROI - Creative Brief Product: Guestroom Records Key Issues With the emergence of digital media over the last ten years music and making new advances daily, record stores alike are experiencing difficulties staying afloat. Yet there are still people who enjoy having physical copies of their favorite music. This is an incredibly challenging hobby to keep up with due to the lack of stores that carry a wide variety of both records and CD’s. Although there are record stores out there for the public, most people do not apply the effort it takes in order to find these stores, or there is a lack of public awareness that record stores (Like Guestroom) still exist. Record stores can attract all types of customers, although not a lot of promotion is produced to keep the option top-of-mind. Stores with a vintage feel can become too dated to keep current customers or attract future ones. Objectives Marketing Objectives: To increase sales merchandise and apparel by 7% by 2016. To increase the number of online orders by 5% by 2016. Advertising Objectives: To increase awareness that Guestrooms is the better option for music lovers by 20% of our target by end of campaign. To have 100 new followers on Instagram each month for the next year.
Target Target #1 (Primary): “Modern Pioneers”: Male or female, 22-35, mostly single, some married, and the younger members of this target are still in school. Some are graduated from college and have their first job. Lower to mid income levels. ($35-$50k) With their free time they enjoy going to music festivals, seeing different art districts and showing off their above average music collection. Frustration occurs from the little variety of records offered by other stores. They listen to/collect new and old music as a hobby. Target #2 (Secondary):”Seasoned Appreciators”: Male or Female, 47-56, mostly married but some single. Many are still working ($45-$60k income) although some are retired. Mostly living in the suburban area of cities, the retirees are staying at home and taking care of their children/grandchildren. These targets enjoy leisure time at home listening to their records from when they were younger and still enjoy buying new and old records. Some may find themselves attempting to fit in with their younger children who have begun to collect and listen to records themselves. 5|Page
What is this target like as a person? See Appendix A for prospect definitions
Reward & Support Oklahoma has approximately 38 colleges in Oklahoma and at least 5 within the OKC Metro area, these colleges host a lot of students and have produced just as much alumni. Many of these people believe records have greater quality than modern music outlets and go outside of normal routine to enjoy them. Guestroom records offers an opportunity for its targets to frequent their favorite music. People are more familiar with Guestroom Records than any other record outlet in Oklahoma due to their maturity as a record store and placements within the OKC areas.
Statement If I visit Guestroom Records instead of buying a mass of digital media, I will develop a better taste in music and appreciate the musical quality of records. I will become a well-rounded individual by visiting the stores and their artistic surroundings. Guestroom Personality Guestroom Records is known as artistic, affordable, and approachable. It needs to be all of those things but also stylish, entertaining, and engaging. Tone of Creative The campaign should be lively, inviting, and informative. Media Local radio campaign (:30 &:60 spots), magazine print (half page), OOH (8 & 30 sheet panel posters & junior posters) Key Insight People that listen to traditional forms of music (Records, 8-track, Cassette, CD) need to know that Guestroom is the best place for purchasing all forms of music, classic and new, as well as music merchandise (Posters, Bumper stickers, etc.) Guestroom makes young people feel more seasoned and cultured, while allowing older customers to reminisce and experience the quality they grew up with.
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Big Idea
“Old-School Quality, New-School Feel” Copy Considerations Guestroom is 1 of 2 record shops in the OKC area Inform audience of showcasing events Guestroom hosts Increase awareness of artistic surroundings of locations
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APPENDIX A: CURRENT USER PROFILE (OR PROSPECT DEFINITION) TARGET #1 GEOGRAPHICS Neil Brown owns a two-bedroom home in Oklahoma City, Oklahoma. DEMOGRAPHICS Neil is not married but has been dating his girlfriend, Allison for three years. Neil has not yet had any children and plans to marry Allison in the next three years. Neil is a writer for the Daily Oklahoman. He also holds a bachelor's degree in journalism from the University of Oklahoma and earns about $45,000 annually. Neil is Caucasian and 29 years old. PSYCHOGRAPHICS Neil has a busy, yet flexible work schedule. He goes into work by 8 a.m. but often leaves the office by 9 a.m. in order to go out into the field to prepare a story for the next day's paper. Neil enjoys writing both as a hobby and as a job which helps to keep his stress levels at a minimum. When Neil is not at work he and Allison enjoy going and listening to live music wherever they are able to find it whether it be at a bar, music festival, or local musical. Outside of music Neil enjoys working out and playing an occasional round of golf. Neil also enjoys meeting up and playing poker with some of his old college friends when he gets the opportunity to do so. MEDIA PATTERNS Neil is forced to be out in the work field for an extended amount of time each day in order to prepare his stories for the day’s paper. Because of this Neil is exposed to a higher volume of out of home ads than most people. Neil finds enjoyment out of driving around Oklahoma City and the surrounding suburbs in order to find the most up to date news to create a story over. Because Neil is so deeply rooted in the media industry he is forced to use the internet and almost every social media outlet for mostly business and some personal reasons. When Neil is off of work he tends to try and veer away from specific news outlets, (due to his bias towards his company's news,) if Neil is however, watching the news he tends to watch CNN or an ABC news affiliate and enjoys watching shows like How I Met Your Mother, Dexter, and Chopped. During the time Neil spends at home he will often play his and Allison's favorite records while they cook, clean and do chores around their home. Because of Neil’s very particular music preferences he does not listen to much radio he instead listens to CD’s that he also collets from Guestroom Records for when he is on the go. Neil also subscribes to magazines such as Billboard and Rolling Stone in order to keep up with the most up to date music. BUYING AND USE PATTERNS - GUESTROOM RECORDS Neil has had a long term commitment to Guestroom Records since he was in high school. Before Neil went to college he was employed at a local radio station which helped him discover his love for music. Since he has left both high school and college his love for music has not faded. He buys a “new” record or CD to add to his collection at least once every other week. He listens to these both around the house and when he is on the go for his job. Neil also tends to stay away from digital copies due to the pride he takes in owning physical copies of all of his favorite music. 8|Page
APPENDIX A: CURRENT USER PROFILE (OR PROSPECT DEFINITION) TARGET #2 GEOGRAPHICS Cecilia Starling owns a four bedroom home in Edmond, Oklahoma. DEMOGRAPHICS Cecilia is a 48 year old African-American female and has been married to her husband Jerry for 30 years. Together, they have 5 children, 12 grandchildren, and 2 great-grandchildren. Cecilia is currently earning an annual salary of $45k and plans on retiring soon. PSYCHOGRAPHICS In her free time, Cecilia is discovering all of the new music our world has to offer. She listens to every genre and can understand a couple different languages. This helps her stay up to date with her high school choir students. Although she loves the convenience of music on a handheld device, Cecilia loves her record player too much to transition to those devices permanently. She loves to play her records at home after a long day and goes shopping for new ones during the weekend. MEDIA PATTERNS Cecilia may love her classic record player, but that doesn’t mean she's not technologically inclined. She loves to connect with old friends on the internet via Facebook. Her students are constantly introducing her to the latest technology such as tablets and smartphones. Since Cecilia commutes to work 5 days of the week, she is constantly exposed to out of home ads such as billboards. Cecilia watches TV whenever she gets the chance but listens more to her radio on her commute. Since she enjoys discovering new music, she frequents internet radio often. Both Cecilia and her husband subscribe to magazines such as Billboard and OkMEA (Oklahoma Music Educators Association) in order to keep up with the most up to date music. BUYING AND USE PATTERNS - GUESTROOM RECORDS Cecilia visits Guestrooms often, one of her students introduced it to her approximately 7 years ago and she's loved it ever since. She makes a trip about once every two months and visits the online store every month for new music. Every so often, one of her students performs at the showcasing events that Guestroom hosts, she attends to support them. Cecilia believes Guestroom is the place to go both physically and virtually for good quality music and artistic merchandise.
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Creative Executions: Local radio is widely used among the metro. Commuters tune in to listen to the hottest hits and newest discoveries. Listeners enjoys hearing what the OKC Metro area has to offer in terms of events and attractions. Radio spots promoted by Guestroom will introduce an option to all music lovers.
Radio Copy Client: Guestroom Records Title: GRR Collecting Length: 30 sec. Date: Nov. 24, 2015
GRR Collecting Radio ad. #1 NARRATOR: MUSIC: message in a bottle “Guestroom Records collecting the music that once was and still is.” NARRATOR: “We have collected everything from top hits to local artist seen at the Paseo.” NARRATOR: MUSIC: message in a bottle slower interlude “Guestroom Records is on the corner of Western and 36th St.” NARRATOR: “If you’re looking to complete your collection or start a new one we should be YOUR first stop!” NARRATOR: MUSIC: “Guestroom Records collecting the music that once was and still is!”
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Radio Copy Client: Guestroom Records Title: GRR Christmas addition Length: 60 sec. Date: Nov. 28, 2015
GRR Christmas addition radio ad. #2 NARRATOR:
SFX: record scratching on MUSIC: baby it's cold outside “Guestroom Records has the record collection you need this holiday”
HUSBAND:
“Baby I told you they would have it, and this is all I want!”
NARRATOR:
“Special this month 20% off used records and 50% of new albums”
WIFE:
“Well baby we will just have to see what Santa will bring” SFX: scribbles on paper
WIFE TALKING TO SELF:
“ Mental note go to Guestroom Records”
NARRATOR:
“Guestroom Records has the record collection you need for this holiday”
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Radio Copy Client: Guestroom Records Title: GRR mom and son Length: 30 sec. Date: Nov. 28, 2015
GRR Mom and Son Radio ad. #3 NARRATOR: SFX: phone ring MUSIC: slow background tone “Guestroom Records has all the record collections you could need!” SON:
“Hello mom”
MOTHER:
“Hello sweetheart, I was calling to find out what you want for your birthday! OHH and I ran into Sara at the store. She is still single”
SON:
“Mom we broke up 3 years ago and I’m only 24 can you give me a chance to meet someone new! OH and I want the Pink Floyd record”
MOTHER:
“Well sweetheart I just want you happy”
NARRATOR: “Guestroom Records has all the record collections you could need!”
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OOH This execution encourages local commuters to interact with Guestroom. Billboards like this one are mentally motivating, but not overly distracting. They will be planted on metro arteries and other high-traffic areas.
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Magazine Local magazines such as OkMEA and Oklahoma Gazette will give Guestrooms an opportunity to inform potential customers of the convenient locations and quality merchandise the company distributes. Magazine ads similar to this one will attract customers of class and respectable customers to the stores both physical and online.
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