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Online Marketing Planfor
Far East MovementArtist/BrandPresented by
Rhonda Davis, Kristina Soler and Geoff Tarr
Mach 17, 2011
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We will be presenting the digital market-ing plan for the Universal recordingartist,Far East Movement (FM).
Meeting purpose
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Artist/Brand OverviewOnline Marketing Objectives
Target AudienceOnline Strategy & Marketing PlanSuccess MetricsDiscussion
Agenda
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Artist/Brand Overview
Far East Movement (FM)
Asian/American quartet from Los AngelesFusion of Electronica / Hip Hop / Pop -Blending the gap between underground par-ty and mainstream.Interactive lifestyle - blogging, webisodes
ande-radio shows.Always capturing and documenting theirlife as
modern pop culture artists. 55
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Artist/Brand Overview
Brand image
Hip and cool
Clubber JetsetterPartier
Trend Setter
Chicks digthem
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Competitors
Artist/Brand Overview
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Online Marketing Objec-tives
1. Increase FM fan Interest2. Increase Likes on FMs Facebook
page Fan participation in FM sweepstakes
3. Increase Free Wired album sales online and offline
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Target Audience
Far East Movement Target Audience
Demographics
Male and female Age 16-24 American/Asian Annual household income of < $50k
Psychographics Likes music and dance Early adopters Avid online music fans
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Target Audience
Source: Arbitron Qualitative Criteria: Adults M/F 16-24
Adults: M/F 16-24
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Target Audience
Source: Arbitron Qualitative Criteria: Adults M/F 16-24
Adults: M/F 16-24
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Top 10 Uses of Internet (month):
1. eMail
2. Social Networking (Facebook, Twitter, etc)3. Listen and download music4. Check weather 5. Instant messaging6. Video clips7. Pay bills8. Movie listings9. Watch and download movies10.Local news
Target Audience
Source: Arbitron Qualitative Criteria: Adults M/F 16-24
Adults: M/F 16-24
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Top 20 Visited Website (month):
1. Google
2. Yahoo3. Youtube4. Facebook5. MySpace6. MapQuest7. Wikipedia
8. Amazon9. eBay10.MSN
11. Craigslist
12. Weather.com13. AOL14. Twitter 15. CNN16. Hulu17. ESPN
18. Ask19. MTV20. CareerBuilder
Target Audience
Adults: M/F 16-24
Source: Arbitron Qualitative Criteria: Adults M/F 16-24
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Top 10 Uses of Wireless/cell phone
1. Text messaging2. Listen or download music3. Play or download games4. eMail5. Search (Google, Yahoo!, etc.)6. Maps/GPS navigation7. Instant messaging8. Social Networking (Facebook, Twitter, etc.)9. News/Weather/Traffic10.Watch video clips
Target Audience
Source: Arbitron Qualitative Criteria: Adults M/F 16-24
Adults: M/F 16-24
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Key Messages:FM is not just an artist, but a Movement thatbridges
the gap between underground hip hop andmainstream pop culture.
Join the movement by becoming a fan of FMsFacebook page and enter the sweeps for a
chance towin two tickets to FM concert in Tokyo and
hang withthe band. Also included a free ride on a
Online Strategy
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Creative Brief
Message 1: Join the Movement Message 2: Engage with us on FacebookMessage 3: Buy Free Wire to enter G6sweepstakes
Online Plan
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Online Plan
Media Plan
$ 800K for total online media budget$ 200K for creative dev/production bud-getApproximate percentage spent: Display advertising- 20% Paid search - 30% Online sponsorship -20% Mobile - 30%
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Display advertising
20% of spendingStandard static and expandable rich mediabannersDrive interest and encourage online CD
purchases of their album Free Wired
Online Plan
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Display advertising
Potential advertising sites: Google Display Network
blogs, music forums, lyrics iTunes
Leaderboards Hulu
:30 videos with companion banners
Online Plan
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Paid search 30% of SpendingIntegrate with users searching for:
concert tickets, music, videos, girls on Google and Yahoo.
Ad words to buy: far east movement , far east movementtickets,far east movement concert, far east movement girls, far
east
movement girls, far east movement music, far east move-
ment video,far east movement sunglasses
Near Term Objective: increase interaction with FMs FBfan page
Long Term Objective: increase sales of CDs
Online Plan
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Online Plan
Online sponsorships 20% of spending
Partner with 7up as the drink of the movementSpecially marked boxes of 7up containing a dis-count code
for Free Wired album purchase.
Youtube one-day-geo-targeted Roadblock 1week
prior to the Sweepstakes draw.
Target metropolitans to maximize impressions 22
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Online Plan
Mobile 20% of spending
Extend display and search ads to mobile
musicstreaming apps (i.e. Pandora and radio).
QR code for current physical CD owners Confirmation code takes them directly to FM
sweepstakes landing page on FB.
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Online Plan
E-Mail Marketing The email campaign will ask the user to Join theMovement :
Encourage opt-ins from the FM website email list andreceive
a discount code for album purchases.
Email List Segmentation StrategySingle downloads vs. CD buyers Single purchase down loaders-
offer G6 sweepstakes incentive to up sell to CD pur-chases
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Online Plan
Strategy for growing lists
Sweepstakes: opt-ins from FM websitewill
receive discount code for album purchasesand
referrals.Offer: $5 off CD to single dowloaders
Frequent buyer program 25
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Online Plan
Fly Like a G6 Landing PageFM Facebook page: Defaults to the sweepstakes pageMessages: Thank the fan for buying the album Join the Movement
Enter promotional code fromalbum purchases
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Web 2.0 - Social Media
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Social Media Strategy
Use all FM social media channels to
promote theFly Like a G6 sweepstakes:
FM Facebook posts and adsFM TwitterFM Youtube channelFM blog
Message is crafted around,
Joining the Movement.
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Web 2.0 - Social Media
Create Fly Like a G6 Sweeps page Run analytics report:
Likes and interests of existing FB fans Place banner ads:
on other music fan pages
on FB pages based on interests: music, dance,pop culture,travel and adventure.
on FB members profiles, who recently purchasedmusic
and concert tickets online. 28
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Online Plan
Mobile
QR code for current physicalalbum owners.
Confirmation code takes themdirectly to sweepstakes landing
page on FM Facebook page. Extend display and search ads
toMobil music streaming app
i.e. Pandora, Radio. 29
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Web 2.0 - Social Media
FM Facebook page
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Web 2.0 - Social Media
FM Twitter Page
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Web 2.0 - Social Media
FEM Blog
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Web 2.0 - Social Media
FEM YouTubeChannel
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Success Metrics
Key Performance Indicators
Online sponsorship Co-engagement with 7up brand Number of promotional coupons re-
deemed100k new Facebook fansIncrease Free Wired album salesby 100% 100k to 200k
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THANK YOU