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

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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

Print

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

Print

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

Print

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