How effective is the combination of your main and ancillary tasks?

The three products that I have created as part of the promotional package for Chasing Tigers are the music video to ‘Idols and Upsets’, the digipak for an album of theirs as well as a band website for fans of the band to view the band and the goings-on of the band on the internet.

Synergy:

This strategy of selling music products is called synergy, which relates to products working together to advertise something or sell the overall package to an audience. This strategy plays an instrumental role in the selling of music and band/artist related products throughout the music industry on a global scale. This is because it is a proven sales technique and is has much more potential to be seen if multiple products are in multiple places, all promoting the same thing, rather than just one which can only then be seen by a limited audience.

These three products are very good at complementing each other due to their theming and colour schemes that are very similar in all three. We have used the images from the performance scenes of the music video as our band images on the website and on the back cover, the ‘Meet the Band, page and the ‘About the Band’ page, in order to maintain that same visual image throughout all aspects of the full promotional package. The product also all include performance images from the music promo, providing reassurance to the audience that they are all marketing strategies for the same band.

Also, we have made sure that we use the same type of text on both the website and digipak to keep that synchronisation between those two aspects. Obviously this was not an issue with the music video as we did not have any ‘edited-in’ text to show during the video. All the text within the promo was done by taking multiple pictures, leaving the camera in the same place and just making minor changes every time we took a picture, giving that stop-motion effect that we were looking to achieve.

This example of the use of the stop-motion effect within our music video shows the letters ‘Ch’ written in a sketchbook, which, as seen by the images, then gradually builds up letter by letter to show the words ‘Chasing Tigers’ introducing our band in a more effective way than just editing titles onto the video using IMovie. This also links the three products because of the use of the wording ‘Chasing Tigers’ which is seen in all the products, effectively marketing the band through its name.

The use of similar theme, structure and imagery makes the products as an overall package much more effective because it means that when one is seen, it promotes another of the products, leading to a large viewing audience because those that do not see the video, may see the digipak in a shop or even the website, which may then lead to them wanting to view other aspects of the package.

Traditional Media vs New Media:

This info-graphic (left) shows just how much of an influence new media has on marketing products. This shows that just over 1 in 7 people in the world use Facebook, which then means that the potential audience for your product, if shared probably and marketed on different profiles and pages, could lead to a potential audience of 1.15 billion people, therefore this shows just how large an audience could be gained from social media.

This inforgraphic also shows that 74% of marketers believe that Facebook is an important factor in producing a large fan-base and lead their marketing campaigns.

Twitter is also used to market products because, when a tweet is sent to contacts or to other users, they can then re-tweet it onto everyone who follows  them, building up an audience gradually out of the contacts of already-known users.