Far East Movement Marketing Plan Final

8/2/2019 Far East Movement Marketing Plan Final

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Online Marketing Planfor

Far East MovementArtist/BrandPresented by

Rhonda Davis, Kristina Soler and Geoff Tarr

Mach 17, 2011


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We will be presenting the digital market-ing plan for the Universal recordingartist,Far East Movement (FM).

Meeting purpose

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Artist/Brand OverviewOnline Marketing Objectives

Target AudienceOnline Strategy & Marketing PlanSuccess MetricsDiscussion

Agenda

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Artist/Brand Overview

Far East Movement (FM)

Asian/American quartet from Los AngelesFusion of Electronica / Hip Hop / Pop -Blending the gap between underground par-ty and mainstream.Interactive lifestyle - blogging, webisodes

ande-radio shows.Always capturing and documenting theirlife as

modern pop culture artists. 55


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Brand image

Hip and cool

Clubber JetsetterPartier

Trend Setter

Chicks digthem

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Competitors


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Online Marketing Objec-tives

1. Increase FM fan Interest2. Increase Likes on FMs Facebook

page Fan participation in FM sweepstakes

3. Increase Free Wired album sales online and offline

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Target Audience

Far East Movement Target Audience

Demographics

Male and female Age 16-24 American/Asian Annual household income of < $50k

Psychographics Likes music and dance Early adopters Avid online music fans

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Target Audience

Source: Arbitron Qualitative Criteria: Adults M/F 16-24

Adults: M/F 16-24


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Target Audience


Adults: M/F 16-24


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Top 10 Uses of Internet (month):

1. eMail

2. Social Networking (Facebook, Twitter, etc)3. Listen and download music4. Check weather 5. Instant messaging6. Video clips7. Pay bills8. Movie listings9. Watch and download movies10.Local news

Target Audience


Adults: M/F 16-24


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Top 20 Visited Website (month):

1. Google

2. Yahoo3. Youtube4. Facebook5. MySpace6. MapQuest7. Wikipedia

8. Amazon9. eBay10.MSN

11. Craigslist

12. Weather.com13. AOL14. Twitter 15. CNN16. Hulu17. ESPN

18. Ask19. MTV20. CareerBuilder

Target Audience

Adults: M/F 16-24



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Top 10 Uses of Wireless/cell phone

1. Text messaging2. Listen or download music3. Play or download games4. eMail5. Search (Google, Yahoo!, etc.)6. Maps/GPS navigation7. Instant messaging8. Social Networking (Facebook, Twitter, etc.)9. News/Weather/Traffic10.Watch video clips

Target Audience


Adults: M/F 16-24


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Key Messages:FM is not just an artist, but a Movement thatbridges

the gap between underground hip hop andmainstream pop culture.

Join the movement by becoming a fan of FMsFacebook page and enter the sweeps for a

chance towin two tickets to FM concert in Tokyo and

hang withthe band. Also included a free ride on a

Online Strategy

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Creative Brief

Message 1: Join the Movement Message 2: Engage with us on FacebookMessage 3: Buy Free Wire to enter G6sweepstakes

Online Plan

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Online Plan

Media Plan

$ 800K for total online media budget$ 200K for creative dev/production bud-getApproximate percentage spent: Display advertising- 20% Paid search - 30% Online sponsorship -20% Mobile - 30%

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Display advertising

20% of spendingStandard static and expandable rich mediabannersDrive interest and encourage online CD

purchases of their album Free Wired

Online Plan

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Display advertising

Potential advertising sites: Google Display Network

blogs, music forums, lyrics iTunes

Leaderboards Hulu

:30 videos with companion banners

Online Plan

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Paid search 30% of SpendingIntegrate with users searching for:

concert tickets, music, videos, girls on Google and Yahoo.

Ad words to buy: far east movement , far east movementtickets,far east movement concert, far east movement girls, far

east

movement girls, far east movement music, far east move-

ment video,far east movement sunglasses

Near Term Objective: increase interaction with FMs FBfan page

Long Term Objective: increase sales of CDs

Online Plan

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Online Plan

Online sponsorships 20% of spending

Partner with 7up as the drink of the movementSpecially marked boxes of 7up containing a dis-count code

for Free Wired album purchase.

Youtube one-day-geo-targeted Roadblock 1week

prior to the Sweepstakes draw.

Target metropolitans to maximize impressions 22


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Online Plan

Mobile 20% of spending

Extend display and search ads to mobile

musicstreaming apps (i.e. Pandora and radio).

QR code for current physical CD owners Confirmation code takes them directly to FM

sweepstakes landing page on FB.

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Online Plan

E-Mail Marketing The email campaign will ask the user to Join theMovement :

Encourage opt-ins from the FM website email list andreceive

a discount code for album purchases.

Email List Segmentation StrategySingle downloads vs. CD buyers Single purchase down loaders-

offer G6 sweepstakes incentive to up sell to CD pur-chases

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Online Plan

Strategy for growing lists

Sweepstakes: opt-ins from FM websitewill

receive discount code for album purchasesand

referrals.Offer: $5 off CD to single dowloaders

Frequent buyer program 25


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Online Plan

Fly Like a G6 Landing PageFM Facebook page: Defaults to the sweepstakes pageMessages: Thank the fan for buying the album Join the Movement

Enter promotional code fromalbum purchases

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Web 2.0 - Social Media

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Social Media Strategy

Use all FM social media channels to

promote theFly Like a G6 sweepstakes:

FM Facebook posts and adsFM TwitterFM Youtube channelFM blog

Message is crafted around,

Joining the Movement.


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Facebook

Create Fly Like a G6 Sweeps page Run analytics report:

Likes and interests of existing FB fans Place banner ads:

on other music fan pages

on FB pages based on interests: music, dance,pop culture,travel and adventure.

on FB members profiles, who recently purchasedmusic

and concert tickets online. 28


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Online Plan

Mobile

QR code for current physicalalbum owners.

Confirmation code takes themdirectly to sweepstakes landing

page on FM Facebook page. Extend display and search ads

toMobil music streaming app

i.e. Pandora, Radio. 29


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FM Facebook page


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FM Twitter Page


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FEM Blog


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FEM YouTubeChannel


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Success Metrics

Key Performance Indicators

Online sponsorship Co-engagement with 7up brand Number of promotional coupons re-

deemed100k new Facebook fansIncrease Free Wired album salesby 100% 100k to 200k

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THANK YOU

Documents

Far East Movement Marketing Plan Final