To launch a free night-life magazine distributed in Los Angeles

Résumé du document

The night life business is based on the organization of popular events. Thus, Nocturnal Co. is planning to set up a party every 2 months, which will enable direct marketing activities such as the following:
-cross advertising campaigns via flyers, billboards, radio
-gifts, sporting the company's name and serving as a reminder of the website:
-flash lights and T-shirts etc.
The objective of the exercise is to achieve the status of being a night-life specialist, permitting the company to sell advertising spaces and sponsoring other businesses related to the same target. Leverages: Our positioning conveys a proactive effect between our editorial and our audience as well as within the members of the audience. This is useful as it helps generate interest toward our products. We provide useful tips in our pages, we publish pictures and interviews of clubbers, allow the creation of a profile or a blog, and provide a forum to discuss topics via chat, so our audience may remain in touch. We can easily show an on-line testimonial heading, displaying stories of our audience.

Extraits

[...] the offering of nightlife entertainment in LA is very large b. there is no magazine specialized in the clubbing and partying business Because of these facts, it appears that our concept has a precise target: 18-25 hanging out, thus to communicate our advantage comparative, all our commercial supports will be headed by the brand “Nocturnal” our logo and the tag line (built according to the KISS strategy) best parties in Perception: Communicating about: fun, class and sexy; Our objective is to reach an image of nightlife entertainment in which each of the 18-25 living in LA can recognize themselves. [...]

[...] The West coast environment and state of mind provide spots for the nightlife business 4. SWOT analysis: The Product 1. The description of the brand Name: “Nocturnal” Tag line: “Follow the Light” Target: young people between 18 and 25 going to clubs Concept: classified information (by genre of music and by area) to find good places in LA Product: magazine: bi-weekly pages, editorial divided in 3 parts: clubs classification, pictures galleries and events coming soon website: chat, forum, blogs, dating device Values communicated: convenience, sexy and fun In figures: a pages (30 pg infomercial, tips and pictures / 10 pg advertising) b publications a month c. [...]

[...] The Demand Clubbers (between 18 and 25) behaviours: a. they are used to hang out in few places b. they usually pick randomly their party destination c. they look for on-line information (mislead by cluttering and spamming) 3. The environment 4 good reasons to launch a nightlife magazine in Los Angeles A huge megalopolis: around 20 millions citizens A cosmopolitan population: Hispanic, Black American, Asiatic etc The nightlife offering is enormous: a. more than bars b clubs and dance floors c music stages Etc. [...]

[...] Enhancing the brand image The night life business is based on the organization of events, thus, Nocturnal Co. is planning to set up a party every 2 months, which will enable direct marketing actions: - cross advertising campaigns via flyers, billboards, radio - gifts supporting the name and reminding the website: flash light, shirts etc Objective: to reach a status of night-life specialist, permitting the company to sell advertising spaces and sponsor other businesses related to the same target Leverages: Our positioning conveys a proactive effect between our editorial and our audience and also between the members of our audience, useful to generate interest toward our offering: - we are providing useful tips within our pages - we publish pictures and interviews of clubbers - our website permits to create a profile, a blog and to discuss via the chat, so our audience is in touch - we can easily show an on-line testimonial heading, displaying stories of our audience Part II: Strategic Marketing Positioning strategy The lock: Young people (18-25) living in LA suffer from a lack of information about the clubbing possibilities Nocturnal's key: a. [...]

[...] creation of a blog with dating device This facilities answer to the need of belonging and love Price strategy Our night-life magazine is free for the audience. However, our customers: companies advertising in our pages are going to be charge considering our publication rate and the print rating card. Thus, our objective is to distribute the more magazines possible (our goal= units) so as to penetrate the market and reach a status of specialist. This strategy is risky because we could be perceive as a lower range edition, but, our efforts will focus on the quality of our editorial to make the audience loyal and provide a good brand image to sell to our clients. [...]