MARKETING AND PROMOTION OF NEW ORLEANS JAZZ IN NEW YORK : Creative Entertainment Group, Inc.
Golikova, Vera (2012)
Golikova, Vera
Mikkelin ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012110915070
https://urn.fi/URN:NBN:fi:amk-2012110915070
Tiivistelmä
This thesis is a complete marketing analysis for Creative Entertainment Group, Inc., an American company that decided to develop a successful promotional campaign for a new product line.
To understand how the music business is marketed, it is important to have profound knowledge not only in the principles of marketing and promotion, but also in the particular characteristics of operat-ing in the music industry. Combining the knowledge of traditional marketing techniques, such as situ-ational analysis, market segmentation, and marketing mix, the specifics of promotion and live perfor-mance market in the music business, a comprehensive theoretical background for the research was made.
Creative Entertainment Group, Inc. specializes in marketing, promotion, booking and sponsorship to venues and artists. NOLAFUNK, the service that CEG, Inc. was working on, provided customers with a series of jazz/brass music events in New York. Starting to develop a new product line, the company was facing some difficulties with establishing the brand awareness and recognition among the audi-ence. The goal of the research was to develop a promotional campaign that helps to attract a larger number of customers.
This thesis gives some advice and recommendations on the promotional techniques that can be used. Due to the information from the fulfilled quantitative research, the audience was segmented according to their age, music preferences, and financial stability. Moreover, the survey defined the promotional ways that are the most appealing to every customer group. Having a personal experience of working in the company, valid and suitable promotional tools were proposed for each segment.
As a result of the research, the company was recommended to apply online promotion, publishing, print promotion techniques and merchandise. All in all, the research showed very promising results, with a high potential of CEG, Inc. in attracting a larger number of customers and in increasing an overall profitability of the company.
To understand how the music business is marketed, it is important to have profound knowledge not only in the principles of marketing and promotion, but also in the particular characteristics of operat-ing in the music industry. Combining the knowledge of traditional marketing techniques, such as situ-ational analysis, market segmentation, and marketing mix, the specifics of promotion and live perfor-mance market in the music business, a comprehensive theoretical background for the research was made.
Creative Entertainment Group, Inc. specializes in marketing, promotion, booking and sponsorship to venues and artists. NOLAFUNK, the service that CEG, Inc. was working on, provided customers with a series of jazz/brass music events in New York. Starting to develop a new product line, the company was facing some difficulties with establishing the brand awareness and recognition among the audi-ence. The goal of the research was to develop a promotional campaign that helps to attract a larger number of customers.
This thesis gives some advice and recommendations on the promotional techniques that can be used. Due to the information from the fulfilled quantitative research, the audience was segmented according to their age, music preferences, and financial stability. Moreover, the survey defined the promotional ways that are the most appealing to every customer group. Having a personal experience of working in the company, valid and suitable promotional tools were proposed for each segment.
As a result of the research, the company was recommended to apply online promotion, publishing, print promotion techniques and merchandise. All in all, the research showed very promising results, with a high potential of CEG, Inc. in attracting a larger number of customers and in increasing an overall profitability of the company.