Bibliography

BIBLIOGRAPHY

2 Day FM. 2012. Available: http://www.2dayfm.com.au/entertainment/the_dirt/blog/one-directions-australian-tour/20120223-folt.html (Accessed 20^th April 2012)

The Australian. 2012. Available: http://www.theaustralian.com.au/news/breaking-news-old/one-direction-announce-aussie-tour-in-september-2013/story-fn3dxity-1226332054437 (Accessed 22nd April 2012)

Belch, G.E and Belch M.A. 2011. Advertising and Promotion an Integrated Marketing Communication Perspective. 2^nd Ed. McGraw-Hill, Sydney.

Canberra Times. 2012. Available: http://www.canberratimes.com.au/entertainment/music/one-direction-returning-to-australia-in-2013-20120418-1x7fq.html (Accessed 20^th April 2012)

The Daily Telegraph. 2012. Available: http://www.dailytelegraph.com.au/news/one-direction-announce-aussie-tour-in-september-2013/story-e6freuy9-1226331998252 (Accessed 22nd April 2012)

Hetherington. 2011. Understanding Marketing [Lecture Notes] (Personal Communication, September-November 2011)

JBHiFi Online. 2012. Available: http://www.jbhifionline.com.au/music/pop-rock/up-all-night-the-souvenir-edition/663011

Music Mix. 2012. Available: http://music-mix.ew.com/2012/03/21/one-direction-up-all-night-number-one-album/ (Accessed 22^nd April 2012)

One Direction Music. 2012. Available: http://http://www.onedirectionmusic.com (Accessed 21^st April 2012)

Sai Australia. 2012. Available: www.saiaustralia.org.au/educare/teacher/Generation-Y.doc (Accessed 19th April 2012)

Sydney Morning Herald. 2012: Available: http://www.smh.com.au/entertainment/music/overactive-hormones-and-cunning-marketers-direct-teen-frenzy-over-boy-band-20120412-1wvfq.html (Accessed 19th April 2012)

Viagogo. 2012. Available: http://www.viagogo.co.uk/aloud/Concert-Tickets/Rock-and-Pop/One-Direction-Tickets/E-436022 (Accessed 21st April 2012)

YouTube Clip. 2012. Available: http://www.youtube.com/watch?v=7aluzAGzY7s (Accessed 19^th April 2012)

YouTube Clip. 2012. Available: http://www.youtube.com/watch?v=5Iwfr--2jbI (Accessed 19^th April 2012)

YouTube Clip. 2012. Available: http://www.youtube.com/watch?v=OrZJxHUh9uUU (Accessed 20^th April 2012)

Conclusions

STATEMENT OF SUMMARY

“Marketers recognise that in the modern world of marketing there are many different opportunities and methods for contacting current and prospective customers to provide them with information about a company or brands. One challenge is to understand how to use the various IMC tools to build strong connections and reciprocity between customer and brand” (Belch et al. 2011, p. 177)

The marketers behind the product, One Direction, clearly understand current and prospective customers. They understand that the target, in this instance, Generation Y; are heavily influenced by new media technologies and are using this to there advantage by maintaining a strong presence on the social media aspect of their campaign.

IMC tools have also been used to align the product with the target audience and ensure key messages are being reached.
Overall, this has been a highly effective campaign. With continued focus on the promotional mix elements such as e-marketing, publicity, and social media driven campaigns, the product will only continue grow. 

DID THE TARGET AUDIENCE BECOME ENGAGED?

“Engagement in the marketplace encourages consumer loyalty and advocacy” (Belch et al. 2011, p. 21)

This above definition of engagement has clearly been proven in this report. One Direction fans have proven they are loyal, they are emotionally invested to the brand and are continuously looking for ways to support and grow the brand. With over 4.8 million Facebook fans and 3.1 million twitter followers, this product is in high demand. From the creation of the product on reality television, consumers instantly connected with the product and feel as though they have been on a journey with them. Customers continue to be engaged with this product as it plays on key emotions of the consumer and encourages consumer loyalty and advocacy.

Success of Failure

ARGUMENT AND SUPPORTING EVIDENCE

CONSUMER BEHAVIOUR

“Marketers’ success in influencing purchase behaviour depends in large part on how well they understand consumer behaviour” (Belch et al. 2011, p. 123)

Marketers behind this product clearly understand the above statement and have taken this on in marketing the product. Below we look closely at the consumer behaviour behind this product and evaluate the success of the marketer in understanding this behaviour and shaping the campaign to fall in line with this.

§  Maslow’s Hierarchy of Needs

Looking closely at Maslow’s hierarchy of needs (Belch et al. 2011, p. 127) marketers have focused on the esteem needs and social needs of the target audience in order to build the brand.

Social Needs: According to Maslow, or one need to be fulfilled those prior to it must be fulfilled. Social needs are one of the first things the younger generation experiences as they are growing up, particularly during the pubescent stage of their lives. This audience wants to be socially accepted, feel as though they belong and are loved. This need can be tapped into with the product we are accessing. Consumers want to be accepted by their friends and music can be a great way for consumers to interact with one another and more importantly, in groups. This product encourages social interaction, going to concerts with friends, going to meet the band at their sunrise appearance etc.

Esteem Needs: Once this consumer feels as though they have gained a sense of belonging and are part of a group, they may start to focus on esteem needs. This is the need for recognition and status, perhaps amongst the group. By liking something that is so ‘in’ and ‘cool’ will allow those individuals to feel as though they are fulfilling some sort of esteem need. Whether it be, being the first to get tickets to their show then tell all their friends, or to even meet the band. These goals will help to fulfil esteem needs of the target audience.

This is a video which shows the opening of the One Direction store in Sydney, yet another group activity encouraging esteem and social needs of the audience. http://www.youtube.com/watch?v=7aluzAGzY7s

STRENGTH OF BRAND

§  Brand Equity

 “Brand equity encompasses both the perceptual values attached to a brand as well as the financial values that result from the positive consumer brand behaviour” (Belch et al. 2011, p.163)

Brand Equity is an effective way to measure the success of a product.

One Direction are a high profile group, with their first album selling over 176,000 copies in the first week of release (Music Mix. 2012). This proves that this band is financially equitable and also holds a strong degree of brand awareness, brand loyalty and brand preference.

As stated above, this can only be a result of positive consumer behaviour which marketers have successfully achieved since starting their career on X-Factor, which was another opportunity for the group to connect with its audience on an emotional level, through the medium of television.

Here are some examples of the positive consumer behaviour that the band have developed:

§  One Direction currently have 4.8 million Facebook fans (One Direction. 2012). That is 4.8 million consumers they have access to, and consumers that are wanting to constantly be updated on the band and its by-products.

§  One Direction have 3.1 million Twitter followers (One Direction. 2012).

§  Fans are willing to pay in excess of $350 (Viagogo. 2012) to secure tickets to see One Direction live. This challenges the perception of ‘value’ and proves that marketers have successfully achieved positive consumer behaviour as stated above.

The Marketers behind One Direction clearly understand the consumer behaviour, they understand the market and exactly how to reach the audience, which is proven in the equity to which the product now holds.

Identifying Media

MEDIA USED

Targeted Communication

By using targeted communication, marketing teams can focus messages toward the correct market. In addition to online advertising, One Direction use the medium of television to target communication towards the correct market. Channels such as MTV and Channel V allow marketers to directly target the correct audience, whilst also exposing those not familiar with One Direction, to their ‘core’ product, music.

Mass Communication

One Direction use various forms of mass communication in their marketing campaign. Through TV advertisements through to appearances on popular morning shows, such as Sunrise and Mornings, which opens them up to a greater market with a greater reach.

In-Store Communication

In-store Communication is used through POS, such as header cards, rack toppers, posters etc. which are usually distributed by the producer, in this instance, being Sony Music.

In-store communication can also be seen in the online One Direction store, which uses banners and advertisements to communicate the brand.

·       Television – Television has been used, as seen through this advertisement: http://www.youtube.com/watch?v=5Iwfr--2jbI

·       Radio - Airplay is coordinated through the publicity departments at the record label, Sony Music. Radio networks across the country and the globe, play One Direction songs and run advertisements such as this on the 2DayFM station:

http://www.2dayfm.com.au/entertainment/the_dirt/blog/one-directions-australian-tour/20120223-folt.html. This can also be a form of targeted communication by focusing on stations which attract the correct target market.

·       Online – One Direction have their own website http://www.onedirectionmusic.com which also allows viewers to purchase music and merchandise (by-products) online. This webpage has been integrated into the band facebook, twitter and youtube pages, with links at the bottom of the screen to again allow fans to be constantly connected to the band and their every move.

·       Print – The group have managed to secure an obscene amount of media coverage since their X-Factor win globally. On their recent trip to Australia, it appeared as if there wasn’t a single newspaper which didn’t have a feature article on the band. The group drummed up more publicity with the announcement that they will be returning to our shores in 2013.

http://www.canberratimes.com.au/entertainment/music/one-direction-returning-to-australia-in-2013-20120418-1x7fq.html

http://www.theaustralian.com.au/news/breaking-news-old/one-direction-announce-aussie-tour-in-september-2013/story-fn3dxity-1226332054437

http://www.dailytelegraph.com.au/news/one-direction-announce-aussie-tour-in-september-2013/story-e6freuy9-1226331998252

RELEVANCE

The media channels that have been used have been carefully selected to ensure that key messages reach the target audience.

As we can see above, the target audience is Generation Y, who have been shown as a generation of ‘tech savvy’ individuals and groups. This generation spend a large majority of there time interacting online “Generation Y is plugged-in 24 hours a day, 7 days a week. This generation prefers to communicate through e-mail and text messaging rather than face-to-face contact” (Siaaustralia. 2012)

INTEGRATION EVIDENCE

“A communication process of planning, creation, integration and implementation of diverse forms of marketing communications (eg promotional mix elements) that are delivered over time to a brand’s targeted customers and prospects.” (Cowan:2012)

The marketing strategy behind One Direction clearly demonstrates the Marketing Integration Process as defined above. Each of the promotional mix elements used (see above ‘The Campaign’) have been integrated into one another. From advertising which is run both on television, online and radio, to Facebook pages being integrated into the One Direction website and online newsletters being used as a form of direct E-marketing to consumers. All of the promotional mix elements integrate into one another, and each places emphasis on the key messages being sent out to the targeted audience through the appropriate mediums.

The Campaign

CAMPAIGN OUTLINE

“The passionate love and dedication that many teenagers feel for the teen pop sensation are a result of overactive hormones and a drive for identity, combined with cunning marketing that uses new and old media to create a frenzy” (Sydney Morning Herald. 2012)

This bold statement sums up the strategy behind One Direction. To create hype amongst consumers and the market by playing on the esteem needs of the target audience and by reaching them through the appropriate mediums.

Target Audience

One Direction targets females, younger Generation Y, aged 12-18. Also known as the ‘tween’ market.

GENERATION	AGE GROUP	GENDER
Younger Generation Y	12-18 years old	Female

Key Characteristics of target market (Siaaustralia. 2012)

As noted on www.saiaustralia.org.au/educare/teacher/Generation-Y.doc the below are characteristics of the target market:

·       Most materially endowed and entertained ·       Have never known a world without, mobile phones, cable TV, ·       Influences are media, internet ·       Want to be understood, accepted, respected and included ·       They often fail to experience unconditional love and connection when with their peers even though they spend most time with them. ·       Australian teens wish for a “happy relationship” and a “loving family” ·       Work hard to live up to peer expectations ·       Self-esteem rests on how well regarded they are in their group or subculture. ·       In search for: Fun, quality friendships, fulfilling purpose, spiritual meaning, looking for real role models and mentors who not only know the ·       way but go the way and show the way. ·       Want freedom ·       We stress learning, they like experiencing ·       We react, they relate ·       We focus on individual, they are socially driven Market Segmentation (Belch et al. 2011, p.203)   One Direction operates in a Business to Consumer market (B2C) MAIN DIMENSION VARIABLES ONE DIRECTION TARGETS GEOGRAPHIC COUNTRY Australia, UK, Europe, NZ, America and Asia URBANISATION Metropolitan areas DEMOGRAPHIC GENDER Primarily focusing on females, with male audience as a secondary target AGE Primarily 12-18 years old COUNTRY OF BIRTH Austraila, UK, Europe, NZ, America and Asia LIFE STAGE Generation Y (as above) MARITAL STATUS Single SOCIOECONOMIC INCOME Lower income earners, still living at home EDUCATION Older primary school and early high school students OCCUPATION Students PSYCHOGRAPHIC PERSONALITY Fun, lively, extroverted, introverted VALUES Strivers, Experiencers, Makers, Strugglers LIFESTYLE Activities = Dancing, spendng time with friends, music Interests = Music, concerts Opinions = Easily influenced by peers Promotional Mix Elements There are several key elements used by marketers for One Direction in the Integrated Marketing Communication Process. These elements are as follows: ¡  Advertising TV Advertisments, Billboards, posters have been put together by Sony Music to promote the product (seen through below link) http://www.youtube.com/watch?v=OrZJxHUh9uU In-store POS has also been used in retail music stores to promote the by-products, such as header cards, shelf toppers etc. Music stores also control in-store airplay, where it is agreed that One Direction’s album will be played to promote the artists and all of their by-products. ¡  Direct & online marketing One Direction are heavily marketed online through their website, facebook page and other mediums. www.onedirectionmusic.com ¡  PR One Direction fans have started Flashmobs to gain the attention of the group and the media, as seen via this link: http://www.heraldsun.com.au/entertainment/one-directions-promotional-store-opens-on-saturday-at-245-pitt-street-in-sydneys-cbd/story-e6frf96o-1226320083730  The marketing team behind One Direction have come up with innovative ways to gain attention from the public. One Direction have setup up a physical store in Sydney (pictured below). In PR terms, this is a first, is newsworthy and is a great talking point, making this in itself a PR stunt. Once Direction have also setup mobile stores around Sydney to coincide with their Australian visit. http://www.facebook.com/pages/One-Direction-Official-Store/199208916857421 ¡  Publicity In the lead up to their Australian visit, publicists at Sony Music were busy securing radio interviews, TV appearances, magazine interviews and other forms of publicity for the band. ¡  Sponsorship One Direction and Nokia have teamed up to launch a limited edition version of the new Nokia C2 and C3 phones in the UK. The below clip shows the launch and provides a great insight as to why sponsorship has been used in this instance: http://www.youtube.com/watch?v=Y5ywa-2tgzc&feature=relmfu ¡  Sales Promotion Various sales promotions have been adopted to promote One Directed by-products such as CD’s, DVD,s and merchandise; both online and in-stores. http://www.jbhifionline.com.au/music/pop-rock/up-all-night-the-souvenir-edition/663011 ¡  Personal Selling Personal selling occurs with the by-products of the group in a B2B environment. One instance would be where account managers from the Sony sales team meet with music retailers to pitch the product and secure in-store promotions for One Direction. ¡  E-marketing One Direction have a newsletter which emails fans with updates on the band. The facebook page, as seen on the below link. Various campaigns are run online marketing team at Sony Music. An example of online marketing can be seen below: Key Messages The intent of the key messages are to inform, persuade and remind consumers about the product. §  Inform – To inform consumers who the group is, to promote brand awareness and promote by-products. §  Persuade –  To persuade those who are not already ‘fans’ to become fans. §  Remind –  To remind those who are already fans of the product and its by-products. Message Execution Style The way in which the messages are conveyed to the consumer plays a key part in the way the messages are perceived by consumers. The message execution style can be seen below: §  Personality Symbol – The individuals that make up One Direction are the personality symbols that drive this product. Each one different in their own way, and fans can relate to one of the five artists.