Marketing and PR Presentation

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Objectives

What are the objectives for this project? To get the band you are promoting better known in the world.

Who do you want to target? People aged 16+

How many records do you want to sell?I would like to sell as many as possible. At least 300,000 as their previous record sold over 200,000.

What would make this a successful exercise?Reading examples of press of new albums, seeing what they contain. These can be found in magazines and on the internet.

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Band Profile

Name: Pierce The Veil

Age: 7 years

Previous releases: A Flair for the Dramatic, Selfish Machines, Collide With The Sky.

Genre: Post-Hardcore, ‘Mexicore’

Style: Rock

Contemporaries: All Time Low, A Day To Remember, Bring Me The Horizon, Hands Like Houses

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Think SMARTSpecific: Is there a clear aim?Yes, the aim is to sell more than 300,00 copies of the new record which will be released later this year. After selling over 200,000 copies of their previous record this is an achievable aim.

Measureable: How will you measure the effect?I could measure the effect of the press release by checking record sales on a monthly basis after the album has been released. I could also measure the success of the press by looking at peoples opinions on social networking sites etc.

Achievable: Is it something that you can do?I believe the aim is achievable as this band has a forever growing fan base. You don’t have to look far to know that they are popular amongst teenagers and young adults. Also by setting the bar to the next level and not to an extreme level, the goal becomes more achievable.

Realistic: Is this something that would actually happen?Yes, this could actually happen, given the time scale in between bothalbums releases and the sales achieved within this time.

Time-related: Are there timescales for your project?Collide With The Sky reached over 200,000 sales in just under a year so I would like to achieve 300,000 sales within a year of the record going on sale. However, for press of the new album I have from now until and just after the album is released to create excitement amongst existing fans and new fans.

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Audience

Who is the audience for this band?Anyone can listen to this band as their lyrics can be related to by anyone and they’re song styles range from soft and melodic to angry and riff filled. If I were to put a more specific audience on this band though I would say teenagers and young adults.

What age are they?13+

What do they look like?Teenage girls mainly. Colourful or black hair. Piercings. Pale.

Why do they like this band?Because their lyrics reach out to a lot of people because they can relate to them. Also because they’re a unique sounding band that put on amazing live shows and are really nice people that would do anything for their fans.

Who else do they like?All Time Low, Sleeping With Sirens, Of Mice & Men, Bring Me The Horizon, Tonight Alive.

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Media

What media will you use and why? Be specific about the platforms you will use.

What magazines might they get in to? Kerrang, Rocksound and Big Cheese.

What TV channels would they be on? Kerrang, Scuzz and MTV Rocks.

Which radio stations would play their music? Kerrang.

Who would they give interviews to? Bryan Stars, Kerrang, Rocksound, Big Cheese and Scuzz.

Which forms of social media would you use? Twitter, Tumblr, Facebook, Youtube and Instagram.

How would you use social media?I would use social media to interact with the fans, put out information about the new album, give teasers of the new album out and get the band to give more information in interviews.

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Merchandise

What merchandise would you use to promote this band?•Tshirts•Hoodies•Posters•Sombreros•Vinyls•Wristbands •Jumpers•Patches•Badges •Phone Cases•Hot Sauce•Stickers•Varsity Jackets•Necklaces•Hats

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Manage the message

What is the message you want to communicate about this band?That they’re a fresh, unique band that can be enjoyed by everyone.

What is the main selling point of the band and the album? The main selling point of the band is that they have their own unique style that sounds like no other. The main selling point of the album is that it’s their fourth album and it’s going to be their best ever since they’re albums have just got better and better.

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Hyperbole

Every marketing and PR campaign uses hyperbole. Its role is to make things seem better than they really are by using exaggeration and emotive words or imagery.

What are the words you will use? What words will help you sell and will appeal to your audience?

•Exciting •Fresh•Unique •Talented•Rising stars•Hot new band•Award winning•Awesome

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Events

What events would you put on as part of the promotion of this band and album?

Would they play small secret gigs?Yes and they could host numerous competitions to choose their audience.

Would they appear for a signing in a flagship record store?Yes, they do this anytime they are on tour anyway.

Would they play on TV chat shows?They are not well known enough for this but if they were asked, yes they would. They would more likely be interviewed on radio or make their own show for Kerrang/Scuzz.

Would they go on a huge arena tour?In America they would as they are a huge deal over there.

What other events and happenings could you create to raise the public profile of the band?Acoustic shows in flagship record stores, hosting charity events (such as Closets for Causes)

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Internal motivation

What is the motivation behind this project?To increase knowledge of this band to help sales and increase their fanbase.

Why is it an important project for you?It is important for me so I can get a better reputation as a PR person so more bands and record labels come to me for PR matters and that way I will get more work.

Why is it an important project for the band?So they can become more successful and make a full living out of the band.

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Motivation of media

Why would the media be interested in this project?To see if press releases actually make an impact and so that other media companies can find out about what’s what etc.

Which parts of the media or media products (be specific) would be interested in the project?The music part of media would be interested in this project, whether it be radio, magazines or even TV (a channel like Kerrang or Scuzz).