Evaluation of marketing

 

Evaluation of marketing

 

I am going to critically evaluate the work I have done towards understanding marketing.

 

My market research on my target audience was presented in a Prezi. This was an attractive way of showing my information and it was clear. It allowed me to think more carefully about my audience. For example, as my target audience are high users of the Internet and smart phones, I think it would be useful to offer the pamphlet using a QR code as well as a paper version. I could have improved the challenges section by dividing it into weaknesses and threats (as in the SWOT analysis). 

 

Mood boards are about developing ideas and brainstorming. I searched images linked to music and activism because those are the themes of Live Support. I used these to spark ideas for a brand identity for Live Support. I accompanied each moodboard with a soundcloud to explain the images and what I linked about them. I could have improved the moodbaords by widened my search to other things that might have inspired me such as looking at what 18-30 year olds are interested in. There are not many pictures of musicians, so I could look for those. Also there is nothing about covid. Live support wants to support live musicians in Covid and beyond, but I don’t want to put people off visiting the site by using too many images of the Covid virus. I could also have asked for feedback from my friends on whether they had other ideas for images that might inspire me. I could have done another moodboard on ideas for merchandise such as t-shirts, scarfs, badges, mugs, pens with the logo and so on. 

 

My academic poster communicated information about marketing issues. It hooked the reader by being clear and using a mixture of graphics and text. I did not preform a critical assessment, which was asked for in the question. I could improve the poster by being more critical. For example, in competition in advertising I could have criticised the way Aldi uses other brands for comparison in the adverts. I could have asked, ‘Is it fair of them to do so?’ I could also have put some aims of the poster and summary points at the end. 

 

I was asked to write a blog. I wrote the blog in the first person and tried to make the sections short, which is the style of short written blog posts. I chose to write about Instagram in marketing, as I don’t know anything about it, so it helped me learn. I think the blog is quite informative, especially if the reader doesn’t know much about Instagram. I posted the blog with a picture of the Instagram logo to help catch the eye of readers and so they instantly knew what the blog was about. I could have added more images to the blog and maybe embedded a video link on how to post content on Instagram. It may have been better as a ‘face to camera’ blog intercut with images of the features on Instagram to demonstrate what I am talking about.

 

The aim of the marketing campaign is to channel people to the website to donate. The image is the biggest attraction and is what immediately catches the eye and hooks you. It shows diversity. I think this will probably appeal to most of my target group. I think the Instagram graphics are a good way of hooking consumers. The tiles are iconic of Instagram. Making an animation of the image and logo will help to stop people scrolling past. The pop up ad used the same colorful images with the same color palate, and typography. The pointed graphics at the top of the ad attract the eye to the Donate Now link - to the website. I did the email add differently. I have deliberately left out the word ‘donate’, to try and attract people to the website. Instead, I sued the words ‘Free Unique Content’ to try and draw in customers. Free things often attract people. For the Twitter ad I added a poll to attract and engage more consumers. As a fan of classical music, I personally would not be very attracted to the image of a rock band, so it would be useful to have a variety of images on ads that are attractive to people who like different types of live music. I haven’t used the covid virus image, as I think that might put people off. And I want to build up followers that will support musicians after covid, not just in covid. For the Instagram animation, I need to commission an animator, but it may cost a lot of money.

 

Banners should just have basic information on, but need to attract viewers. There will probably be a lot of white space to make the letters and logos stick out. I prefer the horizontal banner, with the Live Support title in the middle, image of the band and Logo at each end to give the banner balance. The image and logo are the same ones used through the marketing campaign and the typography is the same for consistency and repetition. This wireframe is nicely balanced. The main information is in the middle of the banner, so that all the information is in proximity. What is missing from my preferred banner is the logos for the social media channels which I will put along the bottom of the banner in the middle, so that they are in proximity with the other important information.

 

The wire frame for the leaflet should be a single page (one-sided) as my target audience is more used to information in an electronic format, which usually gives info in a short, punchy style, so I don’t want to give them too much to read. I prefer the lay out of the leaflet that is balanced with 4 areas of information, with less white space. The 4 segments mean that topics relating to the same heading can be kept in proximity with each other. The logo is in the middle of the page with the name Live Support which catches the eye. One possible problem is that the words ‘Live support’ are separated by the logo, which may be confusing. A better way for this is to put Live Support along the top of the leaflet. I could improve the leaflet by inserting a QR code that will link to the website and get more information for people that want it.

 

The logo I like the most is the monochrome one with the full wording Live Support. I think it is not too flashy, it inspires trust. A colourful logo can be attractive, but indicate not being serious. As people are going to donate, I want to inspire trust more than anything in the logo. The ‘support’ word is supporting the ‘LIVE’ word – which captures the Live Support mission statement to support live musicians during covid and beyond. It also includes the musical notation that indicates it is linked to music. The other logos do show images that are linked to music too, but the LS initials do not tell you much about the product. The eclectic guitar will only appeal to a narrow audience and contemporary music fans, which might reduce the number of consumers that visit the website.

 

In conclusion, this piece of work has allowed me to choose the designs that I want for my final marketing products (leaflet, banner, logo).  I have also decided to incorporate an image in my marketing and film that shows inclusivity; an image of a band with a female, white male and a black male.