Marketing Communication Plan : Case: The Capo Duo
Ngwalle, Ivan (2010)
Ngwalle, Ivan
HAAGA-HELIA ammattikorkeakoulu
2010
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201501261616
https://urn.fi/URN:NBN:fi:amk-201501261616
Tiivistelmä
The thesis was made for the music group The Capo Duo that performs in Porvoo, Finland. The Capo Duo has performed for various events such as weddings and parties. They would like to venture out to business customers. This created a need to research the best methods to communicate with the target audience.
The main objective is to find the best methods for the band to reach the target audience. This was split up to further questions including which tools are most effective, the role of image and it’s impact and selection process of bands when hired by targeted customers.
The study used a qualitative research approach. The collection of data was done through a questionnaire from the local business in Porvoo. The data was collected, analyzed and interpreted. The information received was able to help the author to come up with suggestions and recommendations.
The available communication tools were advertising, sales promotions, personal selling, public relations, e-commerce, exhibitions, point-of-purchase communication and direct marketing. The most effective tools were personal selling and direct marketing. E-commerce place third. Image has a significant role in assisting bands acquire customers. The criteria used in selecting bands depended on the organization. The factors that overlapped included good stage performance, priority on local performers, type of mu-sic played and good reputation.
Based on the results obtained from the research. A communication plan was drawn that incorporate the theories and results from the study. The plan is flexible and will serve as a guideline for the band.
The main objective is to find the best methods for the band to reach the target audience. This was split up to further questions including which tools are most effective, the role of image and it’s impact and selection process of bands when hired by targeted customers.
The study used a qualitative research approach. The collection of data was done through a questionnaire from the local business in Porvoo. The data was collected, analyzed and interpreted. The information received was able to help the author to come up with suggestions and recommendations.
The available communication tools were advertising, sales promotions, personal selling, public relations, e-commerce, exhibitions, point-of-purchase communication and direct marketing. The most effective tools were personal selling and direct marketing. E-commerce place third. Image has a significant role in assisting bands acquire customers. The criteria used in selecting bands depended on the organization. The factors that overlapped included good stage performance, priority on local performers, type of mu-sic played and good reputation.
Based on the results obtained from the research. A communication plan was drawn that incorporate the theories and results from the study. The plan is flexible and will serve as a guideline for the band.