View
348
Download
1
Category
Tags:
Preview:
DESCRIPTION
Fiscal year media plan for HankIving.com.
Citation preview
HankIving.com
Thomas Confar
What Is HankIving.com?
Company OverviewHankIving.com is an online music instrumental store
Aspiring artists go to HankIving.com and shop for instrumentals that they would like to sing to or rap over.There is an MP3 player catalog that allows visitors to preview my instrumentals before buying. The PayPal button allows for a quick and easy purchase. I guarantee 24 hour instrumental deliver via e-mail. All instrumental leasing and exclusive rights information can be found at HankIving.com Website plays: 74,383
…
Company OverviewEstablished in January 2012
HankIving.com was originally “TommyConfar.com” which was established in 2010
Owned by Tommy Confar“Hank Iving” is a play on the word Thanksgiving (Drop the T, s, & first g)I give back some proceeds to various music sites
Example - www.mimamusic.org/
I also give away free instrumentals
Software & hardware used to make the instrumentals
Native Instruments “Komplete 4” VST pluginsPro Tools Mini Box 2Various Sound kits Rolland Juno G SynthesizerFruity Loops Studio 10
Direct CompetitionSoundclick producers
Vybe BeatzProduction credits: Chris Brown, Travis Porter..
SC Plays: 179.9 Million
Superstar OProduction credits: Waka Flocka, Tyga..
SC Plays: 56.3 Million
Johnny JulianoProduction credits: Kanye West, Wiz Khalifa..
SC Plays: 88.9 Million
Tom DavidsProduction credits: Eighty4Fly, Twista..
SC Plays: 3.8 Million
Indirect Competition
Studio producersJim Jonsin
Production credits: Lil Wayne
Dr. DreProduction credits: Eminem
Kane BeatzProduction credits: Lupe Fiasco
Noah “40” ShebibProduction credits: Drake
PharrallProduction credits: Snoop Dogg
Other online MP3 player sitesSoundcloudReverbnation
Both of these sites are growing rapidly, but are not known for instrumental sales. They focus more on band/artist song plays and dj remixes.
Target Audience Aspiring Hip Hop and R&B artistsMen ages 14 to 32Household Income 35K+No childrenEducation: high school/some collegeActive online
Target Trends
AgeAspiring artists are starting their careers at a younger age because they no longer need a recording studio to produce their own work. Anyone can buy a USB microphone and Pro Tools and record in their own home, on their own time. Recording at home saves artists significant money and allows them greater flexibility.
Buying online instrumentalsWebsites like soundclick.com make it easier for aspiring artists to find instrumentals for their own music projects. Online instrumentals are inexpensive and offer a wider variety.
Follows pop icons
Target Hobbies/Interests
Plays sportsConnecting with friends and networking on blogs & social media sites
TwitterFacebook
Involved with the video game community
Ways To Reach TargetOut of Home (OOH)
Public Transportation
Interactive (Online)Social Media
FacebookTwitter
Music Blogs Datpiff.com illroots.com2dopeboyz.comWorldStarHipHop.com
T.V.Music
BET,MTV & VH1
MagazinesMusic
BillboardVibeXXl
Marketing Objectives
Continue to educate the public & spread awareness about HankIving.comReach five million website plays in one year
Seasonality
Print, T.V. and OOHJune-August
Summer time = School is out = More time to focus on things outside of education
Interactive (Online) ads will be run year-long
Geography
This will be a national media plan, with a focus on all major U.S. cities.
Public transportation ads will be important in the major cities
Media Objectives
Reach “Aspiring Hip-Hop and R&B artists” in the major city regions by using a specific mix of media.
Strategy
My media strategy targets online ads and with a secondary focus on T.V. ads. Magazine and Out of Home ads will be part of my strategy, but not as important in reaching my audience as T.V. and online ads.
My target audience gets its media online and from T.V.
Media Mix
Interactive (Online): My target gets most of its media fix from online sites. They promote what they are doing and network heavily on Twitter & Facebook. The target is also constantly looking at up to date blog sites to see what is current and new in the music world. Pop icons have a big influence on my target audience. Television: My target audience is heavily influenced by new music trends and by pop icons. T.V. shows like BET’s 106 & Park is a great way to reach my target audience. OOH: Out of Home ads will play a role in my media plan because my target is on the younger side and located in major cities. This is due to a need for public transportation. Print: My targeted audience reads music-focused magazines with a focus on the Hip-Hop and R&B genres.
Interactive
Online Impressions$4,399,800.00 for 439,980,000 online impressions
InteractiveAd space for the following online sites
Twitter.comFacebook.comDatpiff.com2DopeBoyz.comXXL.comVibe.comSoundclick.comIllroots.comWorldStarHipHop.com
These sites were chosen because of their fit with my target audience. My target audience frequents these sites. HankIving.com’s traffic will increase the most from online ads. These websites will be my front runners for ad space.
Analytics
Google Analytics: track website traffic gather customer information measure advertising ROI
Click and Follow Analytics measure social media influence and reach
T.V.BET (Focus)VH1MTV
All contain current music & pop icons
T.V. PlanDaytime Points Per Week Cost Per Point Total Cost
Primetime 5 $25,300.00 $1,644,500.00
Late Fringe 6 $20,000.00 $1,560,000.00
Total = $3,204,500.00
Out of Home
Taxi Tops & King Size Bus Posters
Proven effective in highly populated areas where public transportation is needed
Major U.S. cities
Out of Home PlanType Duration Cost/Month Total Cost (With
added % 30 inflation)
King Size Bus Posters
3 Months $264,706.00 $1,032,353.40
Taxi Tops 3 Months $120,000.00 $468,000.00
Total OOH = $1,500,353.40
BillboardIssued: Weekly Circulation: 1,801,000Audience:
71% of respondents have taken one or more actions in response to an ad in Billboard magazine71% are between the ages of 25-54
VibeIssued: MonthlyCirculation: 817,825Audience:
More than half are menFocuses on 18-24 with a median age of 2871% are African American50.7% are in some college
XXL MagazineIssued: MonthlyCirculation: 1,100,000Audience:
78% African AmericanHHI 35-45kMedian age of 29 Majority are still in some college
Print PlanMagazine Size When Cost/Page Total Cost for 3
months
Billboard Full Page, 4 Color, 2ti
Weekly, Q2+3 $11,590.00 $301,340.00
Vibe Full Page, 4 Color, 3ti
Monthly, Q2+3
$30,000.00 $270,000.00
XXL Full Page, 4 Color, 3ti
Monthly, Q2+3 $36,000.00 $324,000.00
Total Print = $895,340.00
Budget: $10,000,000
Spent: $9,999,993.40
Print8%
T.V.32%
OOH15%
Online44%
Media Mix
Flow Chart
Media Plan
January February March April May June July August September October November December Total Net
Media Target 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 TRPs Ins. Cost
NATIONAL
Magazines $895,340
OOH
$1,500,353
T.V.
$3,204,500
Interactive (Online) $4,399,800
Radio $0
National
$9,999,993
Sources
MRI+SRDSEpscoHostVibe.comXXL.com
Recommended