{"id":1480,"date":"2024-09-23T10:02:59","date_gmt":"2024-09-23T09:02:59","guid":{"rendered":"https:\/\/digitalspace.bradfordcollege.ac.uk\/10674672\/?page_id=1480"},"modified":"2025-01-29T22:16:41","modified_gmt":"2025-01-29T22:16:41","slug":"task-1-2","status":"publish","type":"page","link":"https:\/\/digitalspace.bradfordcollege.ac.uk\/10674672\/task-1-2\/","title":{"rendered":"NSMM PROJECT"},"content":{"rendered":"\n

Task 1:<\/h2>\n\n\n\n

Marketing Strategy Research<\/h4>\n\n\n\n

What is a Marketing Strategy? <\/h5>\n\n\n\n

“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. <\/p>\n\n\n\n

Why is a Marketing Strategy important?<\/h4>\n\n\n\n

Planning and tactics are important, but they require an effective strategy to success by streamlining efforts.<\/p>\n\n\n\n

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. <\/p>\n\n\n\n

A solid marketing strategy improves customer understanding and communication while enabling better decision-making and developing long-term relationships. <\/p>\n\n\n\n

Why Marketing Campaigns Fail.<\/h4>\n\n\n\n

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.<\/p>\n\n\n\n

Good Examples Of Marketing<\/h4>\n\n\n\n

Coke: Share a coke with…<\/h6>\n\n\n\n
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“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. <\/p>\n\n\n\n

Google: Year in search<\/h6>\n\n\n\n
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“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. <\/p>\n\n\n\n

Spotify Wrapped Playlists<\/h6>\n\n\n\n
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“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. <\/p>\n\n\n\n

Bad Examples Of Marketing<\/h4>\n\n\n\n

Dove Facebook Ad<\/h6>\n\n\n\n
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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. <\/p>\n\n\n\n

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The company themselves had apologised for the second time, giving Brad Jakeman (Senior Advisor to the marketing practice at Boston Consulting Group), two strikes.<\/p>\n\n\n\n

Burger King’S International womens day tweet<\/h6>\n\n\n\n
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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. <\/p>\n\n\n\n

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They had then made the correct decision and published an apology tweet. <\/p>\n\n\n\n

Airbnb’s floating world email<\/h6>\n\n\n\n
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“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. <\/p>\n\n\n\n

NSMM Marketing strategy <\/h4>\n\n\n\n

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. <\/p>\n\n\n\n

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. <\/p>\n\n\n\n

Culture marketing<\/strong> – A large segment of the population, 80-85% shows a strong interest in engaging with cultural experiences. <\/p>\n\n\n\n

Visit numbers<\/strong>– 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. <\/p>\n\n\n\n

Visit History<\/strong>– 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”. <\/p>\n\n\n\n

‘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. <\/p>\n\n\n\n

“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. <\/p>\n\n\n\n

‘Trend-Aware’ audience segment.<\/h6>\n\n\n\n

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.<\/p>\n\n\n\n

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%”. <\/p>\n\n\n\n

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Marketing example:<\/h4>\n\n\n\n
\"The<\/figure>\n\n\n\n

Spotify is a digital music streaming service with access to millions of different songs from different artists and genres. <\/p>\n\n\n\n

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. <\/p>\n\n\n\n

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. <\/p>\n\n\n\n

Product<\/h6>\n\n\n\n

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. <\/p>\n\n\n\n

Pricing Strategy<\/h6>\n\n\n\n

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 \u00a39.99 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 \u00a314.99 per month. <\/p>\n\n\n\n

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. <\/p>\n\n\n\n

Marketing campaigns by spotify<\/h6>\n\n\n\n

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’. <\/p>\n\n\n\n

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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. <\/p>\n\n\n\n

\"behind<\/figure>\n\n\n\n

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. <\/p>\n\n\n\n

Spotify vs Other Music Streaming platforms<\/h6>\n\n\n\n

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. <\/p>\n\n\n\n

How Spotify’s Marketing Strategy Attracts Users<\/h6>\n\n\n\n

The company’s strategies are designed to attract and retain users by promoting the benefits of its music streaming service.<\/p>\n\n\n\n

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. <\/p>\n\n\n\n

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. <\/p>\n\n\n\n

Critical Analysis<\/h4>\n\n\n\n

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. <\/p>\n\n\n\n

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. <\/p>\n\n\n\n

Marketing Strategy Idea Development<\/h4>\n\n\n\n

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. <\/p>\n\n\n\n

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. <\/p>\n\n\n\n

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. <\/p>\n\n\n\n

Bibliography<\/h4>\n\n\n\n

Nancholas, Ben. (unknown) \u201cWhy Are Marketing Strategies Important?\u201d University of Lincoln<\/em>, 21 Aug. 2023, online.lincoln.ac.uk\/why-are-marketing-strategies-important\/. Accessed 30 Sept. 2024.<\/p>\n\n\n\n

Cloud, Experience. \u201cHow a Marketing Strategy Helps Achieve Business Goals.\u201d Adobe.com<\/em>, 2023, business.adobe.com\/blog\/basics\/marketing-strategy. Accessed 4 Oct. 2024.<\/p>\n\n\n\n

Buildd. \u201cSpotify Marketing Strategy: How Spotify Won the Market by Vouching for \u201cMusic for Everyone.\u201d\u201d Buildd<\/em>, 2023, buildd.co\/marketing\/spotify-marketing-strategy. Accessed 4 Oct. 2024.<\/p>\n\n\n\n

Neal, T. (2023). NATIONAL SCIENCE AND MEDIA MUSEUM ANNUAL VISITOR PROFILE REPORT 2022\/23<\/em>. SCIENCE MUSEUM GROUP, p.47.<\/p>\n\n\n\n

Wordstream (2021). The 8 Biggest Marketing Fails of All Time (With Practical Takeaways)<\/em>. [online] WordStream. Available at: https:\/\/www.wordstream.com\/blog\/ws\/2021\/12\/28\/marketing-fails [Accessed 15 Oct. 2024].<\/p>\n\n\n\n

Team Pepper (2022). 10 Marketing Strategy Failures, And What to Learn From Them<\/em>. [online] www.peppercontent.io. Available at: https:\/\/www.peppercontent.io\/blog\/marketing-strategy-failures\/ [Accessed 16 Oct. 2024].<\/p>\n\n\n\n

Cloud, E. (2019). 18 best marketing campaign examples to inspire you<\/em>. [online] Adobe.com. Available at: https:\/\/business.adobe.com\/blog\/basics\/marketing-campaign-examples#nike-just-do-it [Accessed 16 Oct. 2024].<\/p>\n\n\n\n

Champion, J. (2022). 20 Content Marketing Examples That Stand Out in 2022<\/em>. [online] blog.hubspot.com. Available at: https:\/\/blog.hubspot.com\/marketing\/marketing-examples-online-resources [Accessed 16 Oct. 2024].<\/p>\n\n\n\n

Task 2: Presentation<\/h2>\n\n\n\n

My Presentation<\/p>\n\n\n\n

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Feedback<\/h4>\n\n\n\n