Task 1:
Marketing Strategy Research
What is a Marketing Strategy?
“A Marketing Strategy is a company’s planned method, for achieving a specific aim and is essential to a business’s overall strategic planning.” A marketing strategy should be achievable and focused, including what it is doing well, and where it could improve. Taking a comprehensive approach to designing marketing strategies means they are more likely to succeed. A well-crafted marketing strategy not only drives growth but also enhances long-term customer relationships and brand loyalty. By continuously evaluating the strategy, businesses can remain responsive to changing market dynamics.
Why is a Marketing Strategy important?
Planning and tactics are important, but they require an effective strategy to success by streamlining efforts.
Marketing strategies are essential for understanding customers’ needs and preferences. Through market research, businesses can identify and segment target audiences, allowing for tailored messaging that resonates with customers and builds trust.
A solid marketing strategy improves customer understanding and communication while enabling better decision-making and developing long-term relationships.
Why Marketing Campaigns Fail.
Marketing failures often occur when marketers lose sight of their target audience, prioritising creativity and uniqueness over relevance. They focus on making the campaign stand out, believing this will lead to success, rather than tailoring the message to the needs and interests of their intended audience.
Good Examples Of Marketing
Coke: Share a coke with…
“Coca-Cola embraced its target audience’s love of sharing content online by launching the ‘Share a Coke’ campaign”. The product was labeled with various names, making it exciting and enjoyable for consumers to search for their names on a Coca-Cola bottle. The product was labeled with different names, making it fun and existing for consumers to find their names on a coca-cola bottle. This marketing campaign was successful because the company effectively reached their target audience. Kids and teenagers were visiting stores to buy coca-cola bottles with their names on them, which also attracted new consumers, as those who purchased the bottles likely shared them with their friends and families.
Google: Year in search
“This marketing campaign brings together everyone from around the globe in an annual retrospective look at the trends and patterns in Google search queries.” This is successful because it highlights the extent to which consumers depend on the search engine for all their needs. It demonstrates the time and effort they invest in Google searches and the range of queries they make, from simple to complex information.
Spotify Wrapped Playlists
“Near the end of every year, Spotify users get a fun roundup of all the music they’ve listened of all the music they’ve listened to that year.” They do this, to bring the excitement of consumers, it gives users the curious need to have the knowledge of what they have been listening to for the whole year.
Bad Examples Of Marketing
Dove Facebook Ad
The company ‘Dove’ had the intentions of showing “the diversity of beauty”, but what they had portrayed was a racist outcome, with bad reviews and heated thoughts on comments all around different social media platforms.
The company themselves had apologised for the second time, giving Brad Jakeman (Senior Advisor to the marketing practice at Boston Consulting Group), two strikes.
Burger King’S International womens day tweet
On International Women’s Day in 2021, Burger King’s UK division published a twitter thread. ” Though the first tweet was intended to capture attention and the following tweets were progression” This indicates that they had tried taking this sexist comment as a humorous joke, then they had realised and tried to cover up the sexism. Doing this by changing the topic into a more supportive approach towards women.
They had then made the correct decision and published an apology tweet.
Airbnb’s floating world email
“This led to failure as Airbnb probably didn’t keep up with the news at that point in time, as it was the month when Houston was engulfed by Hurricane Harvey” This implies that the email was remarkably tone-deaf, as if it existed in a separate reality while a national hurricane was occurring.
NSMM Marketing strategy
To effectively communicate with audiences, they categorise them into different groups, understanding that one segment may be more likely to engage with content on social media, magazines, or similar platforms. Categorising people by age or cultural background may not always be effective, as individuals within the same social class or cultural group can have different interests and preferences.
Creating surveys to understand what motivates people to visit and compare results across different museums. Tracking brand awareness during closure; 30% of CRM respondents are aware of the museum and its facilities.
Culture marketing – A large segment of the population, 80-85% shows a strong interest in engaging with cultural experiences.
Visit numbers– The museum received 186,993 visits in 2022-2023. “The volume was up 34% on the previous year total of 139,148 visits”. Visits in 2022/2023 is 41% of the pre-Covid average.
Visit History– Adults were more likely to be new visitors. “46% of visits were made by visitors new to the museum”. 18% were made by recent visitors, “had been before within the past 12 months”. The museum was seeing 43% of visits by recent visitors. On average, they are making 3.3 visits a year. ” 20% of family visitors are recent visitors and that on average they visit 3.1 times a year; and 13% of independent adult visitors are recent visitors, visiting on average 4.3 times a year”.
‘The opportunity to see a film or short documentary on the IMAX screen drove 8% of visits across the year”. This demonstrates that the opportunity to experience a movie on the IMAX screen has attracted more costumers to the museum. however the low percentage of visitors can be attributed to the high cost of tickets and refreshments.
“Game Lounge and Wonderlab continue to drive a steady 3% or 4% of visits across the year”. While the percentages for permanent offers in the museum may seem low, they often bend into the overall experience for familiar visitors. Rather than serving as specific attractions that drive visits, these permanent exhibits contribute to a sense of stability and comfort, forming a backup to the museum experience.
‘Trend-Aware’ audience segment.
People under the ‘Trend-Aware’ segment, place a high importance on being seen as trendsetters and staying relevant in both contemporary and future contexts. Technology plays a significant role in their lives, and they pride themselves on being tech-savvy and ahead of the curve. They view themselves as spontaneous and adventurous, often speaking out new experiences and activities. Their interests include visiting a diverse range of destinations such as cinemas, historic towns and monuments and historic buildings etc. These activities not only satisfy their curiosity and desire for exploration but also reflect their appreciation for culture, history, and nature.
For the science museum, Trend-Aware was the second largest segment with 15% of general admission visits. Their “Games Lounge and Switched On appealed more to this segment than to most other segments”. The majority of trend-aware visits were made in family groups. “70% of Trend-Aware visits were in a family party, compared with an average of 78%”.
Marketing example:
Spotify is a digital music streaming service with access to millions of different songs from different artists and genres.
Spotify focused on providing high-quality service to its users, starting from one-to-one emails to catching the social media trends to other strategic partnerships.
One key element with Spotify’s strategy is promotion and the way they promote their business and events to their users and to reach out to potentially new users. They do this with partnerships with music festivals, concerts and tours. By doing this, Spotify is able to reach a large and engaged target audience.
Product
Spotify’s product strategy is centred on giving the users a seamless listening experience. Spotify’s emphasis on partnerships is a critical aspect of their marketing strategy, they have formed partnerships with a number of music labels, paying artists and music festivals.
Pricing Strategy
Spotify, as a company have also provided a premium plan to listen to unlimited music, any song at any time without any ads in between songs. These payment plans are set into 3 groups: Spotify Free, an ad supported model of the service. Spotify Premium: a paid subscription with the price of £9.99 per month, with access to the full range of songs and playlists on demand with no ads and the option to dowload songs to use offline. Spotify Family: Premium that allows up to six family members to share one subscription for the price of £14.99 per month.
This shows that the company have taken into consideration of their target audience being all ages by including a family premium plan, not just for teenagers but for anyone of any age in the family household to stream the music they like to listen to.
Marketing campaigns by spotify
Ever since spotify had been released, the company has penetrated the market of Millennials and Gen Z and deep-routed the impression of ‘music is for everyone’.
One example of marketing is, back in December 2016, Spotify launched a campaign and they included humorous ads that reflected the events of the year, including artists such as John Legend and J.K. Simmons.
Another example is in 2016, Spotify had launched this campaign to provide users with information and context about the lyrics of their favourite songs. The ‘Behind the Lyrics’ feature was a popular addition to the app. This had appointed Spotify as the place for people who love music and for people who wanted to learn the meanings behind their favourite songs. Users used this feature so that they could get on some sort of level with their most common artists, by getting a little intel of their mindset behind their music and the words they use in their songs.
Spotify vs Other Music Streaming platforms
Spotify has outperformed competitors like Apple Music, Amazon Music, and Youtube Music. Spotify was one of the first companies to enter the music streaming market, and for that reason, it has been able to build up a large user base over the years. Spotify has also made concerted effort to build partnerships and relationships with music labels and artists, which has allowed the company to secure exclusive rights to certain songs and albums.
How Spotify’s Marketing Strategy Attracts Users
The company’s strategies are designed to attract and retain users by promoting the benefits of its music streaming service.
Spotify’s marketing strategy encourages users to listen more by, providing them with personalised recommendations. Using algorithms to suggest music based on listening histories and preferences.
The company’s marketing strategy also includes a mood-based playlists, offering a wide range of playlists that are designed to fit different moods and situations.
Critical Analysis
My research on marketing strategies, particularly at the Science Museum, highlighted the importance of clearly defining the target audience. Understanding different audience segments allows marketers to tailor their efforts effectively, creating messages that resonate with potential visitors and prioritising their interests and needs in promotional activities.
Additionally, i have learnt that connecting online promotional content with the marketed products is crucial. Off-topic messaging can confuse the audience and reduce customers and visitors. If the content doesn’t connect with the product’s core messages, it may fail to engage potential customers. Keeping focus on the product and ensuring that promotional content is relevant is crucial to grab the audience’s attention.
Marketing Strategy Idea Development
My marketing strategy proposal for the National Science Museum focuses on enhancing its presence on social media, particularly TikTok. After researching the museum’s social media activity, i noticed the that they don’t have a TikTok account, which is a significant oversight given that many members of Gen Z don’t frequently visit museums.
As a Gen Z member, i’ve noticed that museum visits are usually during family outings rather than driven by personal interest. Attractions like the IMAX cinema my draw interest, but many choose not to go due to ticket prices.
Creating a TikTok account would benefit the Bradford museum and increases visibility for other museums in the group. As an active TikTok user, i see the platform’s potential for engagement. The museum could create content that resonates with Gen Z, showcasing activities and facilities through short, engaging video edits and promotional videos to spark interests in visiting. I feel like this strategy idea is strong, as i feel like it will draw attention to Gen Z and will help them gravitate towards visiting the museum.
Bibliography
Nancholas, Ben. (unknown) “Why Are Marketing Strategies Important?” University of Lincoln, 21 Aug. 2023, online.lincoln.ac.uk/why-are-marketing-strategies-important/. Accessed 30 Sept. 2024.
Cloud, Experience. “How a Marketing Strategy Helps Achieve Business Goals.” Adobe.com, 2023, business.adobe.com/blog/basics/marketing-strategy. Accessed 4 Oct. 2024.
Buildd. “Spotify Marketing Strategy: How Spotify Won the Market by Vouching for “Music for Everyone.”” Buildd, 2023, buildd.co/marketing/spotify-marketing-strategy. Accessed 4 Oct. 2024.
Neal, T. (2023). NATIONAL SCIENCE AND MEDIA MUSEUM ANNUAL VISITOR PROFILE REPORT 2022/23. SCIENCE MUSEUM GROUP, p.47.
Wordstream (2021). The 8 Biggest Marketing Fails of All Time (With Practical Takeaways). [online] WordStream. Available at: https://www.wordstream.com/blog/ws/2021/12/28/marketing-fails [Accessed 15 Oct. 2024].
Team Pepper (2022). 10 Marketing Strategy Failures, And What to Learn From Them. [online] www.peppercontent.io. Available at: https://www.peppercontent.io/blog/marketing-strategy-failures/ [Accessed 16 Oct. 2024].
Cloud, E. (2019). 18 best marketing campaign examples to inspire you. [online] Adobe.com. Available at: https://business.adobe.com/blog/basics/marketing-campaign-examples#nike-just-do-it [Accessed 16 Oct. 2024].
Champion, J. (2022). 20 Content Marketing Examples That Stand Out in 2022. [online] blog.hubspot.com. Available at: https://blog.hubspot.com/marketing/marketing-examples-online-resources [Accessed 16 Oct. 2024].
Task 2: Presentation
My Presentation
Feedback
- Leon said he was really nervous, but he actually delivered a very good presentation, especially when he went off script and just chatted to us naturally.
- The presentation was well put together with both text and visuals.
- The concept of the photo booth was great for the Trend Awares audience. We liked the way Leon referenced places like Urban Outfitters doing similar things (in a more low tech way) – this showed that he was thinking about what Trend Awares like to do and translating it to a similar experience in the museum.
- The use of technology within the booth would give it a USP and also allow the museum to talk about how these technologies work, which would actually be educational as well as fun.
- The fact that users would then share the content online would help to build more awareness and engagement online, and even deliver more visitors to the museum.
- Leon related his idea to our visitor insight document, which said Trend Awares had enjoyed Games Lounge and Switched On – which was a smart thing to do.
- He also discussed the idea with friends, especially those who are very active on social media, essentially doing a bit of his own market research.
- The only other consideration would be intellectual property/licensing – we would potentially need to work with Instagram and/or TikTok to get their backing for the project.
Feedback Evaluation:
I feel like my performance within the presentation could have gone better at the start as i was so nervous. I feel like the fact that i was nervous was a some-what strong advantage as they were surprised on how natural the my performance was. “Leon said he was really nervous, but he actually delivered a very good presentation, especially when he went off script and just chatted to us naturally.”
“The presentation was well put together with both text and visuals.” I didn’t think they would’ve been pleased with the text and visuals as i felt like the presentation itself was a little boring and simple.
The booth having a unique USP, would be educational for the consumers and the museum itself.
Licensing would be a problem as permission would be needed from TikTok, so using a booth without any sort of branding linked to TikTok would be easier to resolve the problem.
A more modern video/ photo booth that connects to the consumers mobile phones, so that they can post the content they have created in the booth to any social media platform they like.
Task 3: Personal Statement & career plan
My personal statement:
Uni Research:
University of Salford
Course – Film Production
The Film Production degree course is about learning to tell engaging stories through filmmaking. Making and editing short films using high-end camera and editing at the state-of-the-art campus. Developing filmmaking skills including directing, producing and editing, as well as writing for screen, sound design, cinematography and production design. Engaging with collaborative projects designed to provide students with the professional skills they need to launch their creative career. Students will have the opportunity to gain professional accreditation in multiple areas.
Beginning with an introduction to a broad range of Film Production techniques, collaborating with fellow students by working in groups to create films in a range of styles. Learning how to work concepts into compelling high-quality film stories, applying skills in different areas of filmmaking to bring your ideas to life.
Modules:
Optional Modules:
University Of Huddersfield
Course- Filmmaking
The filmmaking degree offers two placement opportunities, providing students with valuable real-world experience in the industry. Supported by the university’s dedicated team, students are helped to find relevant placements, building professional networks and enhancing employability.
The course also offers flexible access to industry-standards studios and postproduction facilities, allowing students to work with professional-grade equipment. This hands-on experience ensures they are well-prepared to meet industry demands and graduate with the skills needed to succeed in the competitive filmmaking world.
Modules:
Year 1
Year 2
Year 3 (Optional)
Final Year
York St John University
Course – Film and Television Production
The course provides a well-rounded approach to filmmaking and media production, covering narrative development, production design, management, and post-production techniques. It combines practical skills with key theories on the history, development, and future of film and TV, allowing students to explore how these ideas shape media production.
By blending theory with hands-on experience, students will be equipped to create content that is both technically skilled and relevant to contemporary cultural and industry trends. This prepares them to produce meaningful work across film, television, and digital media, ready to contribute to the evolving landscape of media storytelling.
Modules:
Year 1
Year 2
Year 3
Manchester Metropolitan University
Course – Filmmaking
This practice-based course offers an exciting opportunity to explore and develop your creative voice through the dynamic and expressive language of film. Designed for those who have a genuine passion for the medium, the course encourages you to push the boundaries of your creativity while perfecting your technical skills. If you’r passionate about storytelling, visual aesthetic, and filmmaking, this course offers the perfect platform to create, innovate, and experiment with a range of techniques.
It helps you develop critical thinking, problem-solving skills, and adaptability to meet the industry’s ever-changing demands. You’ll have the freedom to explore your unique filmmaking style while receiving expert guidance to refine your work. Collaboration is encouraged, giving you valuable real-world experience working in teams. By the end, of the programme, you’ll have a solid foundation of creative, technical, and professional skills, preparing you for successful career in film and media, whether in feature films, documentaries, or short projects.
Modules:
Year 1
Year 2
Year 3
Leeds Trinity University
Course- Film
The course introduces you to film, helping develop your skills and knowledge of the international film industry. You’ll learn all aspects of audio-visual production, gaining practical skills in writing, shooting, and editing your own films. In the first year, you’ll follow the core modules for a broad-based introduction to film, before becoming more independent in later years, allowing you to focus on areas that align with your career goals.
Modules:
Year 1
Year 2
Year 3
Career Plan
I chose the university options above as they all offer strong film production programmes, particularly with directing modules. My top choice is Salford University, as i’ve already attended to an open day and spent a full day there, which gave me a real sense of what life would really be like as a full-time student. After completing my three years of university, I see myself working on smaller things like, directing short videos, creating personal projects, and making short films. I also plan to stay open-minded to any opportunities that may arise. My main reason for attending university is to expand my knowledge, sharpen my skills, and improve on what I’ve already learned in directing and within the industry. This will better prepare me and provide more experience for future opportunities.
Task 4: Marketing Strategy Execution
I decided to make a mock-up booth using the walk-in wardrobe i have in my bedroom, but i had to empty it entirely to record the footage. Once everything was cleared, I set up a TV inside, connected it to my Fire Stick, and mirrored my Mac’s screen to it, using the Photo Booth app. This was the only option i had available at the time.
With the assistance from my friend Karly, i recorded the footage and then created a promotional vide0 showcasing the photo booth concept using Premiere Pro.
I created a leaflet on Canva to showcase the booth and demonstrate how it could be presented to consumers.
Evaluation Of Interview
Before the interview, I made sure to prepare thoroughly by reviewing the job description and going through each question, thinking about how i would respond to them. Despite this preparation, i still felt nervous as I’m not great under pressure and often lose track of the conversation or what i am saying. However, once i started speaking with them, it felt much more natural. There were moments when i lost my train of thought, but Rebecca helped by asking follow-up questions related to the topic, which allowed me to get back on track. After the interview, i realised i had been stressing and feeling nervous for no reason at all, and i felt a huge sense of relief.
Feedback
Leon was nervous again – but didn’t need to be! Following on from the photo booth idea presented in response to the brief last year, Leon had mocked up a photo booth in his bedroom and filmed some content, giving an impression of how it might look and feel.
It was a great idea to build on the concept – and although Leon was a bit embarrassed about the bits he felt hadn’t gone so well, he explained this in such a fun and amusing way we could all have a giggle at the outtakes, but we also understood what he was trying to achieve.
What interests you in the role?
Liked the museum when I was younger, love gaming.
Enjoy creating content.
Can you give an example of working as part of a team?
Last week it was careers week – Screen Yorkshire came in – we were put into groups.
All the creative courses were involved and we had a week to make a short film.
Planning, filming, editing, and then showing the film on Friday.
Made it into a competition where the other students vote for you.
Leon was the director – was in his element apparently – we really liked his enthusiasm.
He built on the experience of having already made 4 short films. He also made friends with some students he didn’t know, so clearly the team building aspect worked!
What do you think are your greatest strengths that you could bring to this role?
Team work.
Open to trying new things, but need a bit of help overcoming hesitation.
Directing is what I want to do – leadership. We felt there was a bit of a contrast between this and how nervous Leon gets – he really doesn’t need to – he has some great ideas.
Leon likes controlling / influencing how the stories get told – loves having control over that and the overall vision.
Which communications channels do you think are going to be the most influential in the next 5 years?
Social media – it’s on everyone’s phone.
Most instant way of getting a message across.
Can collaborate with other accounts.
You can repurpose one piece of content on different platforms.
Can inspire user generated content – the ultimate endorsement.
Can you tell us about a brand that you like and why you think it’s successful? Perhaps give an example of some digital content you particularly like from this brand.
Leon said he liked this question and I think he had the best answer.
Spotify – great marketing strategy – everyone uses it.
Spotify wrapped – on the 2024 version there was a podcast element – clever to bring a new element in each year.
Cited the 2016 campaign as well – liked the aesthetic of it – very eye catching.
Also talked about how they collaborate with other apps, so that Spotify can permeate other aspects of people’s lives and relate to other interests they have.
If you were creating a piece of digital content (for any social media channel of your choosing), how would you go about planning this? What do you need to consider?
Need to plan more. We then talked through how Leon had planned the film he showed us at the start and what he had accidentally missed out – and what he had learned from this and would take forward in future projects.
Again, Leon was being quite modest and talking through his mistakes, rather than focusing on the things that had gone right. Maybe think about that and sell your ideas more confidently!
Feedback Evaluation
I feel the interview went better than i expected. They were impressed with the short video, saying it was natural and lively, and that it reflected my personality well. They recommended i start creating action plans before filming or presenting, so i don’t overlook any important any important details. One suggestion they had was to create shot lists to follow during filming. They also pointed out that i need to work on my confidence and not let nerves get the better of me before interviews. Overall, i think this project has been really beneficial, as it’s helped me improve my skills in idea development and taught me some new ones.