Institutions:
- Atlantic Records is an international company that specialise in promoting indie/alternative bands
- They have seperate organisations within each section of the world to specialise to the needs of different countries and audiences
- Getting a well known graphic designer in to promote their website shows the importance in artistic expression to the band and their fans
- Promotes bands music, tour, fan club, merchandise etc. creating a source of cheap marketing and revenue
- Creates and evolves the bands cultured, artistic brand identity background
- Mainstream alternative/indie rock band
- Appeal mainly to teenagers but the relaxed, subtle sound to their music means the sound can appeal to older audiences as well
- The website have a simplistic colourscheme and style to prevent looking too extreme, however their artistic side is shown throuh a well thought out structure, animations and visual images (e.g. the radio/photos)
| Feature of Target Audience | Audience appeal on website |
|---|---|
| Mostly teenagers (15-24) who, despite being alternative, want to gain a strong image identity from the music they listen too | Lots of image merchandise sold (e.g. clothes, accessories) and a focus on symbols of the indie crowd (e.g. retro radios/instruments) |
| Both genders - audience not contricted by societys rules on gender (e.g. in appearence and actions) | Orange colourscheme appeals to both genders as well as having band photos that provides style for the males and audience photos focusing on the girls |
| Enjoy the live concerts and atmosphere of meeting fellow fans | Photo section mainly includes pictures of intense live gigs, showing both the band playing and the audience's reaction as well as having an 'official' fan base for the fans to meet/chat with each other |
Marketing strategies:
- Sell to the digitally savvy audience through the creation of an iPhone app
- Focus on the blog where the audience can create a personal relationship with the band
- Fanbase creates word of mouth - free, lucrative marketing strategy
- The website provides great promotion for the band with international reach and maintaining a small marketing budget
Opportunities for the audience to buy into band:
- Links to the online store: http://store.deathcabforcutie.com/ where you can buy the albums/singles, clothes with the band logo on etc.
- Join the DCFC mailing list where emails about price reductions/competetions are sent
- Link to buy the DCFC iPhone app where news of upcoming tour dates/music release is posted
Importance of othre media:
Digitial radio and magazines - provide a source to gain new listeners and their previous good reviews are good below the line marketing
The internet - main source of marketing - free and provides reach to a sporadically placed international audience
Live performance - they promote their atmospheric live gigs and concerts where they gain revenue and appeal to their audiences needs and wants
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