Introduction to create the said video’s and websites;

Introduction

This dissertation will
consist of an inquiry into the most effective approaches on what and how to
promote and market for a function band, to achieve a final outcome of driving
traffic and bookings through the bands media accounts and sites. Being in a
function band, a personal opinion of the most effective method research for
this inquiry will include: what is needed to promote and market a function
band; why it is important to promote and market said function band; if or why
there is a need for promotional media i.e. videos and websites; what you need
to create the said video’s and websites; what would make these successful
including promotion techniques; primary data from Dean O’Keefe, one of the
developers from ‘The Decades Limited’ agency; primary data from Suzanne Carly
who’s involved with Music HQ “South Wales’s Largest Live Music Service” (Music HQ, 2017) and
finally; effective techniques to drive traffic towards the bands promotional
media.

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!


order now

 

Promotion and Marketing is severely
important when it comes to promoting any type of business, yet it needs to be
thoroughly analysed to benefit from and receive the best outcomes.  Marketing and Promotion go hand in hand with
each other as Marketing a band will involve differing aspects which include the
manufacturing (creation), promotion and the key selling product to the client.

 

Ajeet Mishra, a Senior
Account Manager once said, “Well-designed
marketing and promotional strategies ensure long-term success, bring in more
customers and ensure profitability for businesses.” (Mishra, 2015)

 

Promotion is considered the
medium in which a band use to set out their message boldly and directly to the
audience. Mishra (2015), also suggests that various media platforms should be
used to promote a business including; Television, Internet, Radio and even
Social Media and can help you in the sense of; Increasing brand awareness,
providing appropriate information, increasing customer traffic and building
sales and profits.

 

Brad Lazurus (2015) states
that in today’s
market, it is an imperative to have a cover band promotional video as it is
needed to compete and to keep up with other bands within the same industry and
market. Lazurus (2015) also suggests that in today’s society there is need even
more than just a good promotional video and that there is a need for
a video that will really sell the band. “Ideally, they want to watch your video
and feel that they can make a decision about whether to book you by the end of
the video” (Lazarus, 2015)

 

The objective of a promotional video for a
function band is to improve and promote the band in a way that with further
their career path by attracting acknowledgement, securing bookings and to give
potential clients an opportunity to view the bands full capabilities, who they
are and the main focus of the band I.e. theme. Without said promotional video
the potential clients cannot gage a sneak peak of the band in order to create a
first impression, likely to cause uncertainty in not knowing what to expect
from the band.

 

A Psychology Professor,
James Uleman (2008), believes that judgements and impressions are formed at all
times, yet you’re not given a second chance to make first impressions and this
first impression that is created could affect any future job opportunities,
collaborations or other important/relevant matters to the individual.

 

Chapter 1: Why would a promotional video
be best to promote for a band?

With a promotional video, a band can portray itself
through many formats, collaborating both music with video to heighten the
opportunity to get clients interested and to feel somewhat involved and in
control of what they will be receiving at final outcome. This is why it is
overly important to use a promotional video for the promotion and marketing of
a function band.

      O’Keefe
(2015), believes that involving great quality in performance and through a
visual aspect is a fundamental key to creating interest and finally, a
successful booking.

 

     Lazarus (2015), states that there are seven
critical factors that a promotional video should consider. These seven factors
are: A Narrative; Personality portrayal; 30 second attention; 5 song
repertoires; 3-minute video length; Client Benefits and FAQ Answers. Should I explain each? Is it necessary to do so or is it ok to pick
on a few?

When Consumers

and Brands Talk:

Storytelling Theory and

Research in Psychology

and Marketing

Arch G.
Woodside

Suresh Sood

ABSTRACT

Storytelling is pervasive through life. Much
information is stored,

indexed, and
retrieved in the form of stories. Although
lectures tend

to put people to sleep, stories
move them to action. People relate to

each other in terms of stories—and products
and brands often play

both central and peripheral roles in their
stories. To aid storytelling

research in consumer psychology, this
article develops a narrative

theory that describes how consumers use
brands as props or anthro-

pomorphic actors in stories they report
about themselves and others.

Such drama enactments enable these
storytellers to experience pow-

erful myths that reflect psychological
archetypes. The article includes

findings from case study research that
probes propositions of the

theory. Implications
for consumer psychology and marketing practice

 

 

Storytelling is pervasive through life. Much
information is stored,

indexed, and
retrieved in the form of stories. Although
lectures tend

to put people to sleep, stories
move them to action. People relate to

each other in terms of stories—and products
and brands often play

both central and peripheral roles in their
stories. To aid storytelling

research in consumer psychology, this
article develops a narrative

theory that describes how consumers use
brands as props or anthro-

pomorphic actors in stories they report
about themselves and others.

Such drama enactments enable these
storytellers to experience pow-

erful myths that reflect psychological
archetypes.

Storytelling is pervasive through life. Much
information is stored,

indexed, and
retrieved in the form of stories. Although
lectures tend

to put people to sleep, stories
move them to action. People relate to

each other in terms of stories—and products
and brands often play

both central and peripheral roles in their
stories. To aid storytelling

research in consumer psychology, this
article develops a narrative

theory that describes how consumers use
brands as props or anthro-

pomorphic actors in stories they report
about themselves and others.

Such drama enactments enable these
storytellers to experience pow-

erful myths that reflect psychological
archetypes.

Arch Woodside, Suresh Sood and Kenneth Miller (2008)
collaborated together in a research project called ‘Psychology in Marketing’
and came up with a theory that storytelling is universal through life. In
stories information is stored, indexed and retrieved and stories can move
things into perspective. They also stated that people can relate themselves to
stories as they are heard throughout your life even from birth and this is why
they hold such an importance through promotion and marketing. (Woodside, Sood
and Miller, 2008).

 

Stories entice people, the thought of a narrative may deem
itself somewhat not linkable to a promotional video, however, it can be done in
the simplest of ways whether it be showing the set list of songs in an order
based along the decades they were created or even by portraying a presence
i.e.; proving the band are there for the purpose of the client’s best interests
(entertainment) and that they can put on the best possible performance for the
event. Another way of portraying a story can be by using simple effects and
captions which will also capture and retain a client’s eye throughout.

 

Through an interview with Dean O’Keefe (2017), the creator
of The Decades Entertainment Agency and comparing to Brad Lazurus’ (2015)
words, found that one purpose of a promotional video is to show potential
clients what is available to them and what they will get if they were to book.
Findings also sought that an imperative would be to enable a sense of belief
within a potential client showing an ability to cater to their needs and that
the band are diverse and can adapt to all occasions i.e. a relaxed and chilled
feel for a gala dinner or first dance and a set full of crowd pleasers for a
night full of dancing. A promotional video could be shot within a function
event for more of a sense of realism, even linking connected footage from
similar occasions to shows consistency and then adding effects for specific
words through the video to subconsciously answer FAQ’s that clients may have,
which Lazurus (2015) believes is a must. O’Keefe (2017) finds that by removing
any barriers or doubt from the client through the promotional video, can push
the client towards booking said band. The clients may be more focused towards
book a band if this is done as this also builds more of a connection between
client and band. “If you are catering to the individuals needs they will
automatically bought into the band. (O’Keefe, 2017)

 

Without the information gained above, A band could not
possibly promote and market themselves to their fullest potential.

      An example of a successful promotional
video resulting in bookings through following the aspects above and through
marketing is RYG. RYG hit the first aspect instantly with a narrative which
connotes they are there to perform and they are serious about it. Visuals are
then introduced to the video whereas the start is in black and white and as
soon as the band step foot on the staged floor, colour enters. The narrative
follows through alongside the bands potential where they instantly put on a
show. The performance from the band, the variety of song choice and 30 second repertoire,
from Lazarus’ (2015) statement are all hit, however, the length of the video
exceeds the three-minute mark at five minutes and twenty-three seconds but this
could be argued against as the band conclude by taking the time to introduce
themselves and with an assuring manor shout in unison “We’ll see you soon!”
which shows confidence in what they do and has a potential to remove a client’s
barrier as stated by O’Keefe (2017).

 

After conducting another
interview with O’Keefe (2017), he revealed that in the first year of their
creation, RYG performed 80 events throughout the UK and 50% of these were
solely down to the video itself. Usually O’Keefe expects a band in their first
year to do approx. 50 performances, which RYG exceeded by 60%.

 

Chapter 2: Promoting and Marketing
Techniques

O’Keefe (2017) proceeded with
how his preference for marketing and promoting the bands within his agency is
via the social media account, Facebook.

In December 2015, A
statement was made by the Telegraph that focused on the number of visits social
media sites received overall. McGoogan (2016) revealed that Facebook Reigned at
first place with 18.65 trillion visits, YouTube surprisingly took second place
reaching 15,7 trillion visits and Google sat at third place with 14.9 trillion
views.

Using social media sites like Facebook for marketing
would be seen as Viral Marketing. Stonedahl, Rand and Wilenksky (2010) state
that viral marketing, otherwise known as word of mouth marketing, is focused on
the idea that product analysis is more powerful than what would be seen as traditional
advertising (billboards,
commercials on television, a 30-sec radio spot), focusing on users passing on the marketing message from
site to site for example, to potentially create growth in the messages effect
and visibility.

In order to market the band,
the 4P’s need to be considered. This involves the product, it’s cost of said product,
its placements and how to then promote the product. This has also often been
described in a simpler format including 3 steps; the messenger, the message and
the environment (The band or promoter, the video and its position online). All steps must be adeptly
presented to gain a successful outcome.  (Thackeray et al., 2008).

Statistics

A social media marketing
survey took place in 2017, in which 5,700 marketers participated which allows
access into revealing statistics which any promoter or marketer would benefit
from. The first factor stated is that visuals have become an essential when it
comes to marketing, an impressive 85% of marketers use visuals in their
marketing, 61% of marketers agreed that video usage is effective, 62% agreed
that Facebook was their most important platform and 93% of marketers regularly
use and rely on Facebook ads. (Stelzner, 2017)

 

As mentioned previously, two
main reasons for promotion and marketing for a function band are for Increased
exposure and increased traffic. The results concluded that 88% of users found their
product was further exposed and 78% found their traffic increased using social
media. (Stelzner,
2017)