1	John Doe (The real name of the artist was omitted to protect his identity) Artist -� Advertising Plan- Advertising Priciples and Practices Project UCLA Los Angeles, 06/20/2005 Project made by Adrienne Papp revised 2006
2	Index Introduction Situational analysis Target Audience Marketing Plan Advertising Plan Media Recommendation Advertising Recommendation Budget Conclusions
3	Introduction about John Doe, Artist Doe is an accomplished artist, well known in Canada His work is high-end, elegant interior/exterior sculptures, portraits and architectural designs. He has a diverse product line. He is known for his classical style and unique slant.
4	Situational analysis Actual situation Doe is being introduced into the American market. He builds on his name and accomplishments in Canada Competitive atmosphere No official data, estimate is 250 sculptors in America. Statistically 25% of 250, or 63 sculptors pose competition. Marketing Climate Our target audiance is unaffected by economic fluctuation. Investment in art and sculpture is stable because art does not lose value.
5	Target Audience Demographics Generational Psycographics Vals Geography
6	Target Audience - Demographics �� United States of America High net-worth individuals:�� 2.5 Million Corporations and Institutions:�� 2, 800 Government Offices:�� 52 Hotels:�� 500 Country and Golf clubs:�� 300 Universities/Collages:�� 200 Art collectors/Consultants:�� 2, 000
7	Target Audience - Generational Ages/Generation: Silent Generation Baby Boomers Generation X
8	Target Audience - Psycographics Elite Individuals Average income is $ 1 Million + High spenders Businessmen Senior Executives/Owners/Investors Celebrities/City Council Man Architects, Interior Designers, Real Estate developers Hotels/Banks/Recreational Areas/Golf Courses
9	Target Audiece - Vals Actualizers Successful, sophisticated, active, "take-charge" people with high self-esteem and abundant resources. Their lives are characterized by richness and diversity. Their possessions and recreation reflect a cultivated taste for the finer things in life. Achievers Successful career and work-oriented people who like to, and generally do, feel in control of their lives Image is important to them They favor established, prestige products and services that demonstrate success to their peers
10	Target Audience - Geography Geographical locations (in USA): East Coast : From Boston to Washington Great Lakes Region: Greater Chicago, Toronto West Coast: Southern California, Bay Area Aspen, Vale, Colorado Las Vegas, Nevada Richest Zip codes in the US (Possible candidates for direct mailing)
11	Marketing Plan OBJECTIVE Create awareness Exposure Name recognition Close sales Increase sales of Doe�s sculptures to 13 units or $260,000 per year by increasing awareness among architects, interior/exterior designers, art-lovers, in brief: our target audience
12	Marketing Plan STRATEGY Develop an advertising/marketing campaign targeting our audience to enhance the awareness and perceived value of these sculptures.
13	Marketing Plan TACTICS Price:�� Low-cost high-quality product (75% margin) Product:�� Utilize diversity of product line for market�� segmentation; assure� customer satisfaction Promotion:�� Base� the advertising campaing on the �percentage of�� sales� method (10% of revenue yearly) Place:�� Increase number of places through a large variety of �� sales channels as outlined in marketing plan
14	Advertising Plan Advertising Communications Objectives Strategy Tactics
15	Advertising Objective To reach 100 % of our target market within �� 3 years. Create 650 exposures in order to sell 13 sculptures thus reach our breakeven point of $ 280,000 in sales. ( 2% response rate)
16	Strategies-Media/Promotional Mix 1. Media Exposure 2. Gallery Exhibitions 3. Professional Exhibitions 4. Public Relations 5. Direct Mail (includes �bundled� advertisement) 6. Internet advertisement 7. Architectural Bookstores 8. Create free exposure by displaying sculptures 9. Museum Exhibitions 10.Donations in return of exposure 11.Art-Festivals
17	Advertising Tactics 1. Media Exposure �� a)� Magazines:�� Advertise in the following magazines at various times of the year. Address the Christmas Holidays (both shopping and vacation seasons), construction and remodeling seasons, such as spring and fall. Run the ads as many times as budget of $20,000 allows, which is about 2-3 times in each. Show photo image with the artist and/or without (various for various magazines) and add contact information. Schedule interviews with the artist, and/or PR presentation of unveiling a monumental piece. PR should be for free.
18	Advertising Tactics-Media Exposure Magazines: Architectural Digest Aspen California Homes Western Interiors Robb Report Luxury Homes American Art Review Antigues & Fine Art Elle Decor Los Angeles Times The New Yorker Business Week Chicago Tribune New York Times Habitat Home & Lifestyle Better Homes & Gardens
19	Media Mix - Calendar
20	Advertising Tactics-Media Exposure b)� Other Professional Publications (mostly local publications) �� Advertise in form of images in as many publications and as many times as budget of $ 4,000 allows. (About 20 exposures) Mainly do press releases and interviews here. (Press release on his �new art-books� and perhaps the unveiling of his monument �Wings of Prey�, as PR and free of charge)
21	Advertising Tactics-Media Exposure List of Professional Publications: --�� Art News Art World News Art Business News Popular Photography International Artist Metropolis Digital Fine Art Digital Output Fine Furnishings International Flash Art Hospitality Design Art Forum Architecture Art in America
22	Advertising Tactics-Media Exposure C) List him in professional directories, (these listings are usually free or use $2,000) such as the The Franklin Report The L.A. Home Book Information Source: Audit Bureau Circulation; Traffic Audit Bureau; Internet search, etc.
23	Advertising Tactics-TV Schedule a brief interview if possible with the following channels, but definitely run a 30 sec ad of slideshow of his sculptures with contact info superimposed and music underplay. See TV ad under creative tactics Sunday Morning, CBS Meet the press, NBC This week in Washington, ABC Face the nation, CBS Good Morning America, ABC Fox News
24	Advertising Tactics-Posters Gallery Exhibitions, Professional Exhibitions, Architectural Bookstores, Free Exposures, Museum Exhibitions, Donations and Art Festivals from our Media Mix list will be enhanced by printed materials and posters ( Osprey Fountain / Wings of Prey) Estimated cost for 1000 posters $ 5,000
25	Advertising Tactics-Direct Mail Direct mail Send catalogues / flyers / business cards with images and information printed on all of them our target audiance. In the first year we should create 650 exposures as our objective stated. The printed material follows the principles of media rationele Send �bundled� advertisement to architects and target audiance (see Ashby and Shopping Center) Emails to all personal contacts and word of mouth leads Estimated cost: $ 4,000
26	Advertising Tactics-Direct Mail �- CD Business Cards (print staging, images, bio and information on artist, website, contact data) Estimated cost: $ 1,500
27	Advertising Tactics-Internet Advertising Internet Advertising His website can be viewed at www.website.com. An upscale, classy, and esthetic design that is still under construction. Create exposure by �� Pay-per clicks (Goggle, Yahoo, etc.) �� News and blog �� Cross linking �� This would ensure that his site pops up at all relevant searches and under numerous keywords, such as: art; sculptures; interior decoration; exterior decoration; landscape; sculpting; portraits; etc� Estimated cost: $ 6,600
28	Media Mix - Calendar
29	Advertising Tactics-Posters/Flyers/Brochures Place the already existing catalogies/flyers and the posters in strategic places, such as art galleries, museums, art communities (i.e.: Artbrewery � LA; Bergamott Station- Santa Monica) and Austrian/Hungarian Cultural Institute Governmental Institutions Schools and Universitites Hungarian Consulate/Austrian Consulate Hotels, Golf Courses and Recreational Areas Fortune 1000 companies Auction Houses Estimated cost: $ 7,000
30	Advertising Recommendations Advertising Communications Objectives Creative Strategy Tactics
31	Creative Objectives Objectives Create lasting impression Create continuity Create a high-end, prestigious presentation Make the artist into a celebrity
32	Creative Strategies Strategies Impress the mind with vivid, but elegant colors Create lasting impression through colors and movement using photograpy and motion picture ( the customer only sees the photo not the three dimentional sculpture) Create flow and ease of presentation yet shock with beauty and arrangement for attention High-end, prestigious presentation Continuity Similarity High quality medium Tasteful pick of colors and arrangement, thrive for simplicity
33	Creative Tactics Tactics 1) In magazine ads: have a celebrity make a statement with the ad, such as �Doe is the Michelangelo of our times� for instance by Clint Eastwood 2) On TV ad incorporate narration of: �Because you want the true treasure of a lasting piece of art by the Michelangelo of our times� 3) Our catalogue already exists with continuity
34	Creative for TV ad Run a slide show of his most beautiful pieces. Start out the music �Once Upon A Time� by Enrico Morricone. Have a narrator say in a low, pleasant, unique voice:� �Because you want the true treasure of a lasting piece of art by the Michelangelo of our times�
35	Benefit points for the consumer Visual pleasure / enjoyment Art collection Prestige Product guarantee by visual computer simulation: the customer sees the non-exisitng sculpture in its final environemt installed and the sculpture stages as if existed.
36	Posttets or Campain Analysis Plan Focus Groups Questionnaires Interviews Feedback from existing clients
37	Media Budget Media budget: $ 70,000 Cash flow projection: $ 280,000 in the first year Timing and Tactics: the first year is going to be a pay out plan( $70,000.00) Following years: percentage and sales will be allocated for advertising expenditures, following the chart below:
38	Conclusions Doe has to be made into a celebrity artist. �The Michelangelo of our time.� Although we only have $ 70,000 to advertise, which will cover all mediums except TV ad, we will be able to raise the money for a 30 sec slot, which we estimate at $ 100,000.