Audience Marketing

Club A.M. Marketing

1. Local Artists

a) In order to reach artists in the community and invest time for them. During the day, once or twice a month, Club A.M. will host local art displays for young and upcoming artists at no charge to the artists. It will not be a specialized venue but allow for a variety of artists to be exposed. They can bring family and friends to see their work.
b) Since artists are more visually oriented, it would be a good investment to create a Flyer to be posted in the local paper, at the art schools, and to be passed out at art shows and events. Cost will go towards design, printing, and posting in the paper.

2. Local Bands/Musicians

a) Most bands ask for your e-mail in order to keep you updated and informed about what their band is doing and when they are playing. By signing up in return I can reply to the e-mails that they send me by inviting them to play at my club. Plus, I will be able to let them know any events that are taking place at Club A.M. It's a great exchange.
b) Like Artists are visually oriented, bands and musicians enjoy listening to music. By posting Radio ads about the club, the musician audience will be able to hear about the club. Perhaps buying some air time and having an interview on a local radio station will help in promoting the club.

3. Average College Student

a) Myspace and Facebook are both great venues for informing mass amounts of people within an area about events for free. You can specialize and focus your group as well as sending flyers to most everyone. The time spent is finding people and making the e-mail you send personable and not appear like a mass e-mail. Most people on these sites want to feel as if you're really interested in them as a person.
b) Free Drink Tickets. By presenting a flyer a customer can receive one free drink ticket upon entrance to the club. This will be a limited time promotion with limitations such as one per costumer.

Personal Budget

.Monthly..	..Yearly..	Income/Expense
$2900	$35, 200	Gross Income: Crafts Artist http://www.bls.gov/oes/current/oes_il.htm#b27-0000
-$870	-$10,560	Taxes (30%)
-$415	-$ 4,980	Housing - 2 Bedroom in Denver, CO with roommate (Dayton Crossing - Rent.com)
-$138.75	-$1,668	Heath Insurance - United Health Care
-$290	-$3,520	Tithe (10%)
-$60	-$720	Cellphone - Sprint
-$30	-$360	Internet - Verizon Wireless
-$20	-$240	Retirement Savings
-$75	-$900	Utilities (Based on what I spend now)
-$150	-$1,800	Food (Grocery Shopping)
-$350	-$4,200	Car Payment - Saturn Vue, 2007 (~6 yr Loan)
-$85	-$1,000	Car Insurance - Single, Female, 24 yrs, No accidents or tickets
-$120	-$1,440	Gas (1 Tank/wk at $3.50/gal)
$2603.75	$31,388	Overall Expences
$296.25	$3,812	Left Over

Customers Research Respondents

1. Joseph Kyrouac, 22
Student with Bachelors

2. Jimmy McCrory, 23
Teaching Assistant with Associates

3. Tracey Stromson, 27
CTRS with Bachelors

4. Pamela Prior, 26
Graduate Student in Theatre

5. Marty Dubin, 19
Student, Sophmore in Undergrad.

6. Charlie Martineau, 20
Janitor/Movie Theatre Box Office with Highschool Diploma

7. Kelley Shimmin, 28
Simulation Artist with a Bachelor of Arts

8. Mike Carlson, 23
Student, Junior in Undergrad

9. Abigail Maley, 23
Graduate Student in Biology

10. Rose Morefield, 36
Costume Technician with Masters

Half of the respondents were interviewed in person in their homes or at school during the late afternoon to early evening. The other half was asked via Instant Messenger late at night.

From the responses on average the customers attended a bar/nightclub 2+ times a week. They drank between 2-4 drinks per visit, not including drinks they have before coming or after. Beer was the more popular drink but Mixed Drinks was still included. Overall, most people would rather pay higher drink prices if they could get into a place with no Cover Charge. The type of music at a club/bar was the most important aspect of choosing which place to attend with Social/People as the second. Tastes in music ranged from Industrial, to Rock, Hip/Hop, Techno, and Indie. Most people had a radio station that they listened to regularly such as: Hot 105.5, WBGL 91.7, WPGN 107.1, and WGKC 105.9. The also attended concerts/shows at least twice a year and found out about the concerts from friends, the radio, or internet. Most everyone used both Facebook and Myspace.

Customer Research Questionnaire

1. How often do you go to a bar/nightclub?
a. Once a Month
b. Twice a Month
c. Once a week
d. 2+ a week
e. Never

2. How Many Drinks do you have when you go out?
a. 0
b. 1
c. 2
d. 3
e. 4
f. 5+

3. What kind of drinks do you prefer?
a. Beer
b. Mixed Drinks
c. Shots
d. Wine

4. Which would you prefer?
a. Cover Charge with Drink Specials
b. No Cover with Higher Drink Specials

5. Which is the most important aspect of choosing which bar/night club to go to?
a. Social/People
b. Dancing
c. Music
d. Drink Specials

6. What is your favorite kind of music?

7. What Radio Station do you listen to?

8. How often do you go to concerts/shows?

9. How do you usually find out about concerts?

10. Do you use Myspace or Facebook?

11. If so, which?

Research Assignment

Paragraph 1 - The Business

Club A.M., is a night club located in Austin, Texas that provides a venue for local artists to display and sell their work at the club such as Musicians, DJ’s, and Visual Artists. The club will operate on regular hours throughout the week with a full bar as well as hosting special events such as Period Costumed Balls.

Club A.M. will not only appeal to people who already enjoy Night Life and clubbing, but will also peak interest to artists, art appreciates, and those who are involved in events such as the Society for Creative Anachronism and Historical Reenactments. By providing these specific customers with an extra venue, they in turn will be more willing to support the club by investing their resources into Club A.M.

Drinks and Cover Charges will be the main source of income. Additional revenue can be brought in by renting out the club to groups for private parties and events. A large portion of advertisement comes from the artists promoting the work they will display. Visual artists who rent space to display their work will be charged a small fee.

Club A.M. benefits the community by supporting art and bringing people with diverse interests together. It provides work and marketing opportunities for Musicians, Photographers, Dance Teachers, and Caterers by contributing to the Balls. Also, artists who are involved in Club A.M. will be given opportunity to staff the club.

Paragraph 2 - Customer/Audience

The customer focus group are Young Adults between the ages of 18-35, male and female. Most of these are college students from undergraduate to graduate level, and even some post graduate. The basic lifestyle of the average college student consists of partying/drinking, spending time with friends, dancing, attending concerts, and going to movies. They live on campus or in close proximity of campus. College students spend most of their money aside from school on alcohol, clothes, fast food, entertainment which includes games, movies, dancing and concerts, and gas/transportation. They work sporadically throughout the week if at all and make an average of less than 10K a year. They shop at stores such as Local Shops, WalMart, Goodwill, Big Lots, and those with a larger budget can afford to shop at places like Target, Old Navy, Gap, and stores located in Malls. A few average prices of items that the typical college student spends money on are $6.50/movie ticket, $25-$60/concert ticket, $5 alcoholic beverage when out at a bar/night club.

Paragraph 3 - Local Competition in Austin, TX

• Dallas Nightclub in Austin. This is a Dance club with VIL (Very Important Lady) Nights, drink specials, Happy Hour and Buffet, and almost always has a cover.
• Barcelona is a dance club with the reputation of being a "See or Be Seen Bar" with a focus on singles. It has free admission and Dance and Lounge areas. The music varies on different nights with genres including Techno/Industrial, Hip/Hop and Rap, Funk and Soul, and Electronica.
• The Firehouse Lounge is an After work Bar with Happy Hour specials. Wednesday is ladies night, Tuesday is all day Happy Hour and can be rented for Private Paries and Special Events.
• Antone's Nightclub is a venue for live music with a variety of Blues and more.
  

Executive Summary

Gum Drop Productions Company will create educational and interactive “choose your own adventure” DVDs for children ages 3-10 covering a variety of subjects including dance, theater, music, literature, science, math, history, foreign languages, and fine arts. By engaging children with movement, speaking, and allowing them to input answers to questions, they will both be learning and be entertained. The DVDs will be sorted by both subject and level (beginning, intermediate, and advanced) that allows parents to identify a specific area in which their child may develop their skills.

Eventually, the DVD’s will include material sets, special remote controls, and books to allow for further study and easier navigation in each subject. For example, if a DVD about colonial times includes a “make your own basket” session, the set may include the materials to make a basket. Similarly, if a DVD on music included learning a short piece of music, a small keyboard remote control would be included in the set to facilitate performance.

We will begin locally by working with elementary schools in Urbana and Champaign to identify appropriate curriculum topics but plan to develop a nation-wide program. Our website will allow customers to not only purchase our DVDs but will allow them to preview short clips. However, the distribution goal is to eventually sell our products through a nation-wide retailer of educational toys, such as The Discovery Channel Store.

To reduce our initial costs, the DVDs will focus on dance and theater which include learning basic steps, simple folk dances, and lines and songs from well-known plays and musicals. By networking with Krannert Center for the Performing Arts and Parkland College, we will also be able to advertise age-appropriate performances. When we expand our distribution, we will continue to network with local theaters, artist organizations, and museums to encourage children and their families to further their hands on study.

Gum Drop Production Company is owned and operated by Anna Marie Coronado, Rosemary Robertson, and Vienna Willems who have extensive experience in video, dance, theater, childhood psychology, and education.

Club A.M. Proposal

Club A.M., is a night club located in Austin, Texas that provides a venue for local artists to display and sell their work at the club such as Musicians, DJ’s, and Visual Artists. The club will operate on regular hours throughout the week with a full bar as well as hosting special events such as Period Costumed Balls.

Club A.M. will not only appeal to people who already enjoy Night Life and clubbing, but will also peak interest to artists, art appreciates, and those who are involved in events such as the Society for Creative Anachronism and Historical Reenactments. By providing these specific customers with an extra venue, they in turn will be more willing to support the club by investing their resources into Club A.M.

Drinks and Cover Charges will be the main source of income. Additional revenue can be brought in by renting out the club to groups for private parties and events. A large portion of advertisement comes from the artists promoting the work they will display. Visual artists who rent space to display their work will be charged a small fee.

Club A.M. benefits the community by supporting art and bringing people with diverse interests together. It provides work and marketing opportunities for Musicians, Photographers, Dance Teachers, and Caterers by contributing to the Balls. Also, artists who are involved in Club A.M. will be given opportunity to staff the club.