Executive Summary
Over the past four months it has been our task to understand the best way to market
comedian Dave Landau. Our goal is for Dave to appeal to a college-aged audience,
increase show attendance, and increase his social media interaction.
After reviewing Dave’s web presence and the impact social media has on his target
audience, we believe that increasing social media interaction will be crucial in order to
increase his brand awareness.
Other similar comedians utilize a combination of Twitter, Facebook, YouTube, and Vine.
We believe Dave’s success is dependent on his ability to engage his audience through
social media. An increase in social media following will increase his brand awareness.
Our research found that increased brand awareness equates to a larger audience and
more opportunities. Ultimately, Dave would appear on a late-night comedy show such
as Chelsea Lately.
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Situation Analysis
Target Audience
Primary target: College Students
Age: 18-23
Lifestyle: tech savvy, constant smartphone and computer users, tend to be multitaskers
Gender: 57% female, 43% male
Household (parents’) income levels: 47% less than 40k, 53% more than 40k
Education: 48% attend classes exclusively full-time
Race: 62% white, 14% black, 6% Hispanic, although race will depend on the location.
The discretionary spending habits of this group total $9.1 billion, though movies and
games make up the biggest chunk.
College students respond most positively to social media integration and search engine
advertising, and studies show they respond best to these types of mediums.
Socializing priorities of the target - who they want to spend time with:
The television viewing preferences of this group include dramas like Grey’s Anatomy
and comedies like The Office.
The Comedic Industry Climate and Trends
Gaining success and fame in the field of comedy is often thought of as a near
impossible feat. There is currently a surplus of aspiring comedians, stand-up nights, and
classes offering lessons on stand-up, which creates a lot of competition and noise in the
industry. In the current comic climate, the supply of amateur comedians exceeds the
demand.
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There is also the arising issue that there is less available paid work at established
comedy clubs, because of the rise “arena comedy”, says comedy club owner Noel
Faulker. The growing popularity of “arena comedy” is the idea that more and more
comedians, who have had exposure on TV, such as popular comedian Daniel Tosh, are
encouraged to do large tours across the country, which draw in large audiences and
large profits. These tours affect consumers buying decisions, in that comedy fans often
choose to pay a larger lump sum to see a known, recognizable comedian at a big show
in an arena, rather than pay monthly or weekly to see some unknown comedian perform
in a small club. This issue presents a challenge to newer comedians who are still
working to establish a fan base, as they are competing against household names for the
dollars of their audience.
The current domination in the industry by a few main comedians, with their own
television shows presents a large hurdle to stand-up comedians. So with the current
atmosphere of more competition and less work available, it is important to study the
techniques of successful comedians to portray how break through the clutter. Many
established comedians cite “originality” and “storytelling” as key contributors to the
success of comics. Also great comedians must study and know their audience, so they
have to be “astute observers of human beings”(Valerio). Successful comedians also
continuously introduce new material, keeping their acts fresh, as well as, they also need
to develop their own perspective and style to stand out and position themselves in the
minds of consumers. Finally, a successful comedian needs to brand him or herself and
target themselves to a responsive audience, not every person will like the same type of
humor. In such a subjective field, it is key to target to the right audience.
Product, Dave Landau
In order to know where we can take Dave, we have analyzed where he has been and
his current situation. Dave would like to use social media to brand himself for this target
market, as it is an efficient way to reach out to them. He currently has a Facebook,
Twitter, and YouTube page. The following are his current presence on these sites:
Dave’s current social media: (as of 2/19)
Facebook: set up as a personal page, not a fan page
Twitter: 1,223 followers
Dave’s YouTube channel has many broken links, and he has mentioned that although
they are on his page, he does not have the rights to these videos. They belong to NBC
or other shows that may have posted them; therefore it may be hard to fix these links.
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Dave’s website states that he has been on three popular comedy shows; NBC’s The
Last Comic Standing, Comedy Central’s Live at Gotham, and The Bob & Tom Radio
show. Each of these is analyzed below.
NBC’s Last Comic Standing:
Last Comic Standing is an American reality television talent show that has aired from
2003 through 2010.
The goal of the program is to select a comedian from a group, who will receive a
development contract with the NB network, and a television special first to air on the
cable TV network Comedy Central and later on the cable network Bravo.
Format of The Last Comic Standing:
In the early rounds of the competition, NBC talent scouts Ross Mark and Bob Read held
open casting calls in various locations around the United States. At each casting call,
Mark and Read identified comics to participate in callback auditions in front of live
audiences. Mark and Read then selected a predetermined number of comics from each
callback, who were invited to participate in a semifinal qualifying round.
The comics who advanced to the semifinal qualifying round were divided into two
groups. In Season Four, 40 comics were divided into two groups of 20; these comics
performed and competed against each other at the Alex Theater in Los Angeles. During
the semifinal qualifying rounds, a panel of celebrity judges, and the show's producers,
selected the comics who would move forward to the final qualifying round. This
determined who among the comics would be "in the house."
When only five comics remained, the format changed again. All remaining comics
performed for a large theatre audience as before, but now the decision-making power
shifted from the studio audience to the television audience. Viewers cast their votes for
their favorite comic by phoning a specific number, by voting online at the network's
website, or both. Unlike some other "audience-vote reality" programs, the producers
imposed a maximum number of eligible votes per originating phone number and email
address. The comic who received the lowest number of votes each week was
eliminated from the competition, until there was one "Last Comic Standing" (Wikipedia).
Demographic of The Last Comic Standing:
Season 7: the show didn’t well, hitting a new season low of a 1.5 rating in the 18-49
demographic with just 3.91 million viewers
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The Bob & Tom Show:
The Bob & Tom Show is a syndicated US radio program established by Bob Kevoian
and Tom Griswold at radio station WFBQ in Indianapolis, Indiana March 7, 1983, and
syndicated nationally since January 6, 1995.
Owned by Clear Channel Communications media conglomerate, which owns 850 radio
stations, the program enjoys extensive popularity. The program has frequently received
recognition by the Association of Broadcasters as an exemplar in American radio.
During the show, live or pre-recorded comic songs and skits are often played, including
many from a huge library of archived pieces. There are frequent impromptu calls from
numerous "characters" voiced by various members of the show's staff. The show airs
from 6–10 A.M. EST and is aired from either 6–10 A.M. or 5–9 A.M. locally on affiliated
stations. There is a segment that airs between 10:00 and 10:30 EST, only on home
station WFBQ Bob and Tom would do a traveling show of their own, however those
ended around 2003. They now organize and support the Bob & Tom Comedy All Stars
Tour, which includes many of their frequent guests. Since January 31, 2011, The Bob &
Tom Show has aired on the American Forces Radio Network as the morning show on
AFN's Legacy Channel-The World's Classic Rock Station. The Bob & Tom Show
repurposes their live morning show as an overnight show called Bob & Tom All Nighter.
All Nighter airs 12–5 A.M. on a few terrestrial affiliated stations as well as SiriusXM
Channel 165 (Wikipedia).
Demographic of The Bob & Tom show
Adults ages 25-54 (St. Louis Business Journal).
Competitors
Comparing Dave to other comedians that perform at similar venues, such as one
current venue in Minnesota.
One comedian from the Minnesota club is Warren B. Hall. The two have the same ticket
price and appear to appeal to the same crowd. Where the two comedians differ is in
their fan interaction. Dave rarely interacts with his fan base and possible customers,
whereas Warren interacts several times per day. Warren also has his own YouTube
channel with over 26,000 video views, which would be a good idea for Dave to have so
he can help control the content that appears when his name is searched and promote
his comedy.
Dave’s website has a good layout, especially in comparison to comparable comedians,
but needs some changes. One of the first things I noticed was the speed of the site. It
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takes a very long time to load and the video takes a long time to buffer. People don’t
want to sit and wait for videos to load, so they will leave the page without watching the
video. Instead, he needs a video that will make it easy for those interested in him.
In addition, the homepage of the site has a Facebook link, but does not have one for
Twitter. Dave expressed that he wants to increase his Twitter following, so he should
add a Twitter link. I mentioned earlier that the comparable comedian from the Minnesota
club interacts with fans regularly, but if Dave doesn’t feel comfortable with too much
interaction there are other options. Dane Cook has over one million Twitter followers
and doesn’t heavily interact with fans. Instead, he regularly tweets jokes.
Dave’s Facebook link works, but sends visitors to his personal page. Instead, he should
create a fan page. His Twitter and this new fan page make it easy for him to connect
with fans and potential customers. He needs to interact with his followers and fans to
create a fan base.
Other competitors that may serve as a threat to Dave are big name comedians such as
Dave Chappelle, Daniel Tosh, and Aziz Ansari. In order stand out from these
competitors, Dave must interact personally with his fan-base through social media. Due
to the fact that Dave currently has a smaller fan-base, he can leverage that by
interacting with them, something that the big name comedians do not have the ability to
do on the same scale.
Venue Information
Based on the information we received from Dave, he wants to appeal to a more collegeaged audience. He also takes into account the racial background of the city he performs
in when writing his material. I took a look at the cities he will be performing in between
now and when he comes to Columbia to get a feel for how closely those markets match
the target audience he is trying to reach. A few of those cities were very close matches,
while some didn’t fit what he was looking for. Here is the full data. All information came
from quickfacts.census.gov.
Buffalo, NY:
50.4 % white
38.6% African American
18.2 % of population between ages 20-29
10% between ages 20-24
Toledo, Ohio:
64.8% white
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27.2% African American
16.5% of population between ages 20-29
8.9% between 20-24
Bowling Green, Ohio
87.6% White
6.4& African American
37.6% of population between ages 20-29
30.5% between ages 20-24
Detroit, MI
10.6% White
82.7% African American
13.7% of population between ages 20-29
7.6% between 20-24
Madison, WI
78.9% White
7.3% African American
26.1% of population between 20-29
15.0% between 20-24
Denver, CO
68.9% White
10.2& African American
18.9& of population between ages 20-29
7.9% of population between 20-24
Battle Creek, MI
71.7% White
18.2% African American
13% of population between ages 20-29
6.3% of population between ages 20-24
Lansing, MI
61.2% White
23.7% African American
19.2% of population between ages 20-29
9.4% of population between ages 20-24
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Petosky, MI
91.7% White
16% of population between ages 20-29
8.5% between ages 20-24
Lancaster, PA
55.2% white
16.3% African American
19.3% of population between ages 20-29
10% between 20-24
Columbia, MO
79% White
11% African American
29.6% of population between ages 20-29
20% of population between ages 20-24
Something to explore in primary research would be if people would be willing to travel to
view comedians in the smaller areas. Martin says his Broadway Comedy Club, located
in midtown Manhattan, draws an audience of 60 percent out-of-towners ("They might
not get things that a New Yorker would"), while the audience at Gramercy Park's New
York Comedy Club is 90 percent locals ("I book that with more of a New York edge,
people with a lot of attitude in their acts").
Conclusion
Using the information we received from Dave, as well as information from our
secondary research, we will conduct an online survey to better understand how Dave
can brand himself with this target market. Using an online survey, we will be able to gain
useful information about the target audience on preferences such as price, location,
time, etc., of local comedy shows. From this data, we will then determine in further
investigation is needed such as in depth interviews or focus groups in order to hone in
on our target market’s preferences. We will use this information to build our strategic
campaign.
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SWOT Analysis
S- Strengths
● Exposure on comedy central
● Funny
● iTunes exposure
● Funny TV show affiliation
W- Weaknesses
● Social media interaction
● Use of multimedia
O- Opportunities
● Go to bigger venues
● Better/more TV shows (Chelsea Lately)
T- Threats
● Competing comedians at same level
● College student spending
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Primary Research
In order to obtain missing information from secondary research, Prestige Worldwide
conducted primary research in the form of an online survey. Using convenience
sampling, 103 responses were collected from Monday, March 11th – Monday, March
18th. These primary research results were used in the formulation of a strategic
campaign for Dave Landau. The questions respondents were asked and the survey
results are below.
1. Which of the following types of entertainment do you allocate time or money to?
Choose all that apply.
Respondents indicated that most of their time and money budget is spent on TV shows,
Movies, Music, and Sports, with Comedy ranking seventh out of the nine options.
“Other” responses included reading e-books, working on cars, and pornography.
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2. Rank the following on how you fulfill your comedy entertainment. 1 being the most
important and 4 being the least important. (Only respondents who chose comedy, TV
shows, and movies as a form of entertainment in question 1 were asked this question)
Respondents indicated that the most common way they fulfill comedy entertainment is
though Social Media, as this option was chosen “Most Important” with the highest
frequency. TV shows ranked second most important, followed by Stand-up comedy
shows. The comedy entertainment respondents use least is CDs of downloadable disks.
3. Who is your favorite comedian? (This was an open-ended response question where
respondents were asked to type in the name in a blank. Only respondents who chose
comedy, TV shows, and movies as a form of entertainment in question 1 were asked
this question).
67 respondents answered this question. Each response was then divided in to 10
different categories. If respondents put two comedians inside the blank, both responses
were counted for. In addition, all comedians were categorized into Male and Female.
The categories are as follows:
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Daniel Tosh
Dane Cook
Aziz Ansari
Chelsea Handler
Kevin Hart
Jim Gaffigan
Ellen Degeneres
Louie C.K
Comedians were further categorized into Male and Female.
79% Male Comedians
14% Female Comedians
4. How do you generally discover comedians? Check the 3 best options that apply.
(Only respondents who chose comedy, TV shows, and movies as a form of
entertainment in question 1 were asked this question)
Discovery of comedians of respondents first comes from “Friend” referrals, with
“Comedy Shows” in a close second. “Stand-up Comedy Specials” has a 55.6%
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response rate, and “Live Stand-up Comedy” had a 12.3% response rate. “Other”
responses included Pandora and Netflix Suggestions.
5. What would motivate you to attend a stand-up comedy show? Please rank in order, 1
being the most important and 5 being the least important.
Respondents indicated that the popularity of the comedian performing would most
motivate them to attend a stand-up comedy show. The number of friends attending was
the second most important option, followed by a ticket price under $15. The food and
drink specials as well as organized events proved to be unimportant to respondents.
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6. On average, how much would you be willing to pay to attend a stand-up comedy
show?
Most respondents answered that they would be willing to pay anywhere from $11-$15
for a ticket to a stand-up comedy show. The price range $16-$20 was the second most
popular answer with 22.1% willing to that much. There were no respondents that would
be willing to pay over $40 for a stand- up comedy show.
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7. Choose the answer which best describes your stand up comedy show attendance:
Respondents indicated that mostly, they rarely attend comedy shows, and if they do, it
is once a year. In addition, there were 9.2% of respondents that had never attended a
stand-up comedy show.
8. Have you attended a comedy show at Déjà vu Comedy Club in Columbia, MO?
(Respondents who indicated in question 6 that they have never attended a comedy
show were not asked this question).
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9. Have you ever heard of Dave Landau?
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Demographics:
Our target market is college aged (ages 18-24), male or female.
10. What is your age?
11. What is your gender?
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12. Which best describes you?
Summary of Findings
To supplement the data we collected through our secondary research, we decided to
conduct an online survey as our primary research to narrow down the preferences and
behavior of our target market. We wanted to find out how many people consumed
comedy when making entertainment choices, and for those that didn’t we wanted to find
out why they didn’t and what might attract them to the stand-up comedy realm.
The first question of our survey revealed some interesting information about those
surveyed. Of the nine options for our question about which entertainment options
participants allocate time or money to, comedy ranked No. 7. T.V. shows and movies
were the top two options chosen by our participants. When asked about how they
receive their comedy entertainment, participants noted T.V. shows and Social Media as
the two most important sources of comedy. For this reason, it’s going to be important for
us to develop a plan to increase Dave Landau’s presence on social media, particularly
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on Twitter. We will also need to find a way to streamline his YouTube content into one
channel, as that tends to be a main source of comedy entertainment for a lot of people.
Seeing as how Landau is not yet a household name in the comedy world, we wanted to
find out how our participants discovered their favorite comedians. The most common
answers were friends and comedy shows such as Tosh.0. Both of those are tough to
use for marketing purposes. In order for a comedian to receive a show like Tosh.0, he
or she must already be established in the field, while the rest of the marketing strategies
help to create an organic form of marketing through word of mouth (friends). Twitter,
stand-up comedy specials on television, YouTube, movies and sitcoms all received a
substantial portion of the vote as well. As previously mentioned, finding a way to
increase Landau’s presence on YouTube and Twitter will be essential to our campaign
and increasing his following. While Landau has been featured on television in his standup specials, more and more comics are finding their ways into movies and sitcoms as
way to build their brand. It’s by no means easy, but finding a way to get those roles
clearly has benefits based on the answers we received in our survey.
Finally, we tried to narrow down what exactly would motivate our participants to attend a
stand-up comedy show. As expected, the majority of the people questioned said they
would prefer to attend a comedy show that was priced at 15 dollars or less. The ticket
price was one of the most important factors when the participants were asked about
what motivates them to attend a comedy show, while the popularity of the comedian
and the amount of friends in attendance were the two most popular answers. While
organized events at the comedy club and food and drink specials weren’t huge factors
in attendance, nearly 70-percent of participants had been to a comedy show at the Déjà
vu Comedy Club, where Landau will be performing, and a surprising 10-percent of those
questioned had heard of Landau.
Most of the people questioned fell within our target market age group of 18-24, which
we determined as a smart target based on secondary research and the experience of
our client. Within that target market, the importance of social media was evident through
the survey. The creative portion of our strategy will be designed with these findings in
mind.
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Objectives
●
Increase Twitter followers to 1500 in the next year, increase in fan interaction via
social media
● Show attendance--increase by 20%
● Increase brand awareness by promoting on campus and on social media
websites
Media Plan Breakdown
HA: Free
YouTube channel
Twitter
Facebook
Vine
Local radio appearances, co-ops
Free tickets - referral program
Social media intern by region/campus
Videos on site
LOL: $1,000- $3,000
Every hundredth follower gets free tickets and a t-shirt
Coasters
Flyers
LMAO: $3,000-5,000
Koozies
T-shirts
Flyers on cars
Partner with venue on TV, Website
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Tactics
Social media:
YouTube, Facebook, Twitter, Vine
Social media is being used in this campaign for several reasons. First of all, this
medium is used by the vast majority of the target market, and used very frequently.
Secondly, our primary research showed that social media sites are the number one way
the target fulfills their desire for comedy entertainment. This means that they are not
only easy to reach in this medium, but they are actually actively seeking out comedy
entertainment on social media. Finally this medium is easy to use and free of cost.
Twitter:
In order to increase followers we recommend that Landau tweet more frequently. We
believe Dave should tweet more promoting upcoming shows. Also incorporating
trending hashtags and interacting with followers through retweets, will maximize
exposure on twitter. Another way to get gain followers on twitter is mentioning fans in
tweets, or mentioning other big name comedians when the situation calls for it.
According to our primary research, many of the target audience finds comedians
through twitter, so there is large potential for increasing fan base through this vehicle.
Dave should be tweeting at least once a day, if not multiple times a day, mentioning,
hashtagging, uploading funny pictures, or even links to funny articles.
YouTube Channel:
We recommend the Landau create a YouTube channel. A channel allows you to to
create brand consistency and awareness through uploading a constant stream of
entertaining and engaging material to YouTube on your specific channel. Also by having
all of your video footage in one spot it will encourage increased interaction and viewing
by consumers, because of increased ease of navigation and convenience for the user.
Also creating a channel will promote a sense of community and following your brand,
which is key for comedians. The videos posted should be of high quality, and ensure
that the links are not broken.
Another benefit of having a channel is that you can link to your website or other social
media sites, which will drive traffic to your website, as well as, contribute to promote
brand awareness. Another significant benefit of creating a channel is that it lends
credibility to your brand as a comedian, as well as, it will increase exposure to potential
customers and help you to attract a following on YouTube. As a comedian, your product
is your comedy, so a channel will display your product to the market. Another potential
benefit of creating a channel is that it will allow you to engage your fans on a more
personalized and frequent basis.
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Facebook:
Currently, Dave has a Facebook profile. This is different from a Facebook Fan page in
that you must request in interact with the user on Facebook. For a Profile, fans must
request that Dave interacts with them. Instead, Dave should create a Facebook fan
page, which can be done using his personal account. This allows fans who want to
interact with Dave on Facebook to simply “Like” his page, and are able to see his videos,
photos, posts, and upcoming tour dates. This is more effective because it can give Dave
analytics about who is liking him, and who is talking about him on Facebook. Not
connecting with fans on Facebook in this way is not utilizing the huge market that is
available here. We suggest that Dave post on Facebook at least 3 times a week.
Facebook posts are different than Twitter posts in that they should not be real time
updates, but something that can last a few days. Posts that Dave has been currently
posting are exceptional examples, such as sharing articles or friends and family or
promoting sponsorship for his potential movie. These can be seen by more people if
there is a Facebook Fan Page rather than a Profile page.
Vine
We recommend Landau download and interact with the social media application: Vine.
Vine is currently the fastest growing social media app. Vine allows users to capture “the
now” with live, raw footage. The clips last 6-7 seconds and can be shared across a
variety of social media platforms, such as Twitter, Facebook, YouTube, and Tumblr. We
recommend you post videos on vine and share them on other social media sites,
because the most effective way to advertise to college-based target market is through
an integrated approach across a variety of online platforms. Vine is a great way to
resonate with the college aged audience, as it is important to keep up with trends. This
application gives fans a short snipet of what life is like for Dave, and will increase their
curiosity and thus, increase attendance at shows.
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Promo Materials and Budget Breakdown
Radio: Haha
Local radio appearances
Appearances on local pop radio stations are being suggested as an important way to
reach the audience in each location prior to the show, and this is something that Dave
can do to promote his show locally without being present, because he can call into the
show Giving the target market a taste of what the show will be like will garner interest in
the event. Also, according to our primary research, music/radio is the number three
entertainment outlet that the target allocates their time or money to. Because this is
beneficial for both Dave and the radio station, we believe that it would could be a free
appearance.
TV: Haha
Booked on Chelsea Lately, partner with venue
According to our primary research, television is the number one entertainment
preference of the target market. Also, television shows are the number two way the
target fulfills their desire for comedy entertainment and the number two way that they
discover new comics. Being visible on this medium, especially in a place where they’re
already looking to fulfill their desire for comedy entertainment, would mean great
exposure to the target.
Referral/free tickets: Haha
Referral program
Ticket prices and the number of friends attending a comedy event are two of the biggest
influencers on whether or not members of the target market attend a stand-up comedy
show. By offering free tickets or rewards for those who bring big groups, audience
members are encouraged to recruit friends, which makes them more likely to attend and
gives the comic more exposure.
Promo Materials
Promo materials will resonate with this young audience - especially coasters and
koozies, which relate to the party culture of college, and t-shirts, which the target can
wear. Brand awareness will be increased as the consumer uses and wears the
materials in their daily lives. They will also be a trigger to remind the consumer of the
Dave Landau brand long after they have left the show.
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Flyers: LOL and LMAO
Parked cars, handed out around campus, and placed in local shops.
Flyers will be used prior to each show to spread awareness and interest about the event.
According to our primary research, the number one reason why the target attends a
comedy show is because of the popularity of the performer - therefore, the event must
be hyped up in order to garner interest among the target. Organized events at the
venue and ticket prices were also important factors, and those details should be
highlighted on the flyers.
Distributing flyers around campus once a week in the 2 weeks prior to the show will
increase awareness of his performance and brand recognition for Dave. The hope is
that students will gain awareness from the flyers, therefore follow Dave on Twitter and
enjoy his jokes. From there, the students will be encouraged by their friends,( as we
found in our primary research was the most common reason students attended a
comedy show) to attend his show.
Estimated price:
4x6 Cardstock Glossy Cards
Print on front and back
For 10,000 = $442.76
(www.uprinting.com)
Coasters: LOL
At the show
If the venue allows this, coasters will be placed on the tables of comedy shows that
have them. This is a good way to attract attention to Dave’s brand. The coaster has
Dave’s twitter handle on it, so that while fans are waiting to see Dave perform, they can
get on their phones, as we found that 49% of college students have smartphones, and
follow him to create anticipation for the show. They are inexpensive and are a good way
to resonate with the college crowd. We thought that 3,000 would be a good starting
point to see if they are successful.
Estimated cost:
3.5 inch round
.99 each x 3,000 = $2,970
(www.customlink.com)
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Koozies: LMAO
Handed out at shows, on campus, possibly sold
Beer koozies are a great way to continuously advertise after an event, as they can be
used long after. Therefore, the koozies will be used to promote Dave as a brand.
koozies can be given out at Dave’s show to participating audience members, as well as
passed out to lucky audience members after the show. We thought that starting at 1,000
koozies would be a good test market to see if they are popular enough to order another
round.
Estimated cost:
About $1.03 each x 1,000 = $1,030
(www.customlink.com)
T- Shirts: LMAO
The T-Shirts will be used to give to winners of contests through Twitter and Facebook,
as well as for those that participate well at the shows. We chose a white t-shirt because
it makes Dave’s face pop out more, and are cheaper than colored shirts. We thought
that 500 t-shirts would be a good place to start.
Estimated cost:
101+ are $4-5 each
$4.50 x 500 = $2,250
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Media Plan Calendars
Haha:
Social Media Calendar:
LOL:
Begin promotion of the live show two weeks before the event. This will give locals time
to seek out Dave if they have not heard of him, or get a group of people together to go
with them, as we found in our primary research report that the fact that friends are
attending the show is the most motivating factor to attend. Promotional items associated
with this plan can be distributed as needed.
LMAO:
The Budget for LMAO is larger, therefore Dave can begin promoting his event 3 weeks
in advance rather than 2 weeks. This will only increase anticipation of the event, create
brand awareness, and persuade students to buy tickets to the show. Promotional items
associated with this plan can be distributed as needed.
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Creative Executions
Press Release:
“EMBARGOED UNTIL MAY 8”
Hit Comedian Visits Déjà Vu Comedy Club
May 9, 2013 -- Columbia, MO -- Dave Landau has been on the road entertaining
audiences as a stand-up comedian since age 21. Appearing on NBC’s “Last Comic
Standing,” Comedy Central’s “Live at Gotham” and heard as a regular guest on “The
Bob & Tom Show,” Landau has risen to become one of the most in-demand headliners
working today. This funny, fresh comedian finds jokes everywhere. Landau is
performing Thursday, Friday, and Saturday night at
Déjà Vu Comedy Club. Tickets range from $8-$9.
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Flyers:
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Coasters:
T-Shirts:
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Koozies:
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Recommendations
Intern
Website
Strengths:
● Consistent typeface, color scheme, and layout: contributes to overall
brand consistency
● Simplistic and easy-to-navigate site design and layout: promotes
increased interaction with the site and higher likelihood of user’s return to
site
● Consistent and prominent display of the logo: contributes to brand
consistency and awareness
● Relevant and interesting content (biography, Dave’s POV)
● Balanced graphics-to-text ratio on site overall: contributes to easier
readability for the user and encourages site “stickiness”
● Upcoming shows listed on the side: promotes shows in immediate future
● Clear display of contact information
Possible Improvements:
● Provide link to Twitter on the landing page: this promotes your brand
across platforms
● Provide live feed of Twitter on page: this will allow fans to view your tweets
in live-time which promotes brand loyalty and is also highly engaging
● List tour dates in a easier-to-read format, categorize by months: this will
allow for users to view all upcoming tour dates on one page, instead of
month-by-month, which may cause them to lose interest and move on
● Provide ticket-purchasing information (i.e.: average pricing, unbroken links
to purchase them): promotes increased ticket sales, because people have
greater ease of buying them.
● Provide more videos and video clips of comedy routines: promotes your
product, and it also works to differentiate your brand of comedy from the
competition
● Add in blog: provides users with a place to learn more about you and your
humor, as well as, it creates a place where users can comment and
interact with you
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Measurement
Our objectives are: to increase twitter followers to 1500, increase shows attendance by
20%, and to increase Dave’s overall brand awareness. To accurately identify the
strengths, weaknesses, and areas for improvement of the overall campaign it is
important to imply measurement tactics.
In order to measure the effectiveness of the twitter strategies and tactics implemented
utilize free measurement resources, such as Tweepi or Useqwitter.com, to track the
amount of people who follow or unfollow your account. Use free resources such as:
Hootsuite or Twitterdeck to monitor retweets and favorites, as well as, to help you
engage on a more frequent basis with followers. The effectiveness of this tactic will be
measured in the amount of followers added at the end of the campaign.
To measure the effectiveness of the strategies used to increase show attendance, it is
important to compare ticket sales from prior to the campaign beginning, to during, and
then after to accurately track which techniques increased ticket sales, or did not.
To track the effect of the campaign on the intangible, the strength and awareness of the
Dave Landau brand in the target’s mind, it is important to use a survey measuring postcampaign attitudes. Prior to the campaign we surveyed the target on their awareness of
Dave, so the pre-survey has been done. Now, to track the success of the campaign,
you should survey a college market to reveal if the campaign has increased awareness.
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Sources
Crux Research. (August 7, 2012). Discretionary Spending of US College Students by Category,
2012. emarketer.com. Retrieved February 17, 2013. From
http://totalaccess.emarketer.com.proxy.mul.missouri.edu/Chart.aspx?R=125026&dsNav=Ntk:ba
sic%7ccollege+students+discretionary+spending%7c1%7c,Ro:-1
http://totalaccess.emarketer.com.proxy.mul.missouri.edu/Chart.aspx?R=125026&dsNav=
Ntk:basic%7ccollege+students+discretionary+spending%7c1%7c,Ro:-1
Tim. (October 2, 2012). College Spending Habits [infographic]. dailyinfographic.com.
Retrieved February 17, 2013. From http://dailyinfographic.com/college-student-spendinghabits-infographic
http://dailyinfographic.com/college-student-spending-habits-infographic
Mr. Youth Research. (July 16, 2012). Types of Ads US College Smartphone and Tablet Users
are Most Likely to Respond to, by Gender, July 2012. emarketer.com. Retrieved February 17,
2013. From http://totalaccess.emarketer.com.proxy.mul.missouri.edu/Chart.aspx?R=124574
http://totalaccess.emarketer.com.proxy.mul.missouri.edu/Chart.aspx?R=124574
Synovate Research. (September 1, 2011). Time Spent Per Week on Select Activities
According to US College Students, Sept 2011. emarketer.com. Retrieved February17, 2013.
From http://totalaccess.emarketer.com.proxy.mul.missouri.edu/Chart.aspx?R=115840
http://totalaccess.emarketer.com.proxy.mul.missouri.edu/Chart.aspx?R=115840
Ypulse Research. (December 13, 2011). TV Serviced US High School and College Students
Have on their Primary TV, Aug 2011. emarketer.com. Retrieved February 17, 2013. From
http://totalaccess.emarketer.com.proxy.mul.missouri.edu/Chart.aspx?R=116653
http://totalaccess.emarketer.com.proxy.mul.missouri.edu/Chart.aspx?R=116653
O’Donnell, Fiona. (November, 2011). Social Dynamics of 18-24-year-olds - US - November
2011. mintel.com. Retrieved February 17, 2013. From
http://academic.mintel.com.proxy.mul.missouri.edu/display/542947/
http://academic.mintel.com.proxy.mul.missouri.edu/display/542947/
Perez, Allie. (September 24, 2009). Top 10 Television Shows that College Students Watch (Or
Should Be Watching). cornellsun.com. Retrieved February 17, 2013. From
http://cornellsun.com/node/38320
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Appendices
Photos:
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