stan marketing plan

Marketing Plan 2010/2011

Page

Evaluation 24

BACKGROUNDStan Ipcus, born Daniel Isenberg, is the voice of the suburbs with the sound of the streets. Stan is definitely a New York hip hop artist in his general sound, beat selection, rap slang, and accent.

Stan Ipcus is a rapper from Westchester County located in White Plains ,New York. Stan Ipcus represents the true, accurate, and authentic New York hip hop experience. With lyrical wit, cleverness, soul, passion, street credibility, and song writing ability, Stan Ipcus has set out to provide an unforgettable live performance that express the slang, attitude, personality, intelligence, wit, and the hip hop culture of his business partners and Westchester County.

A. Mission Statement

By 2011, Stan Ipcus would have served at least 25 music venues along the east coast, and participated in 11 or more promotional activities in line with his principles, essence, and brand concept. By the end of quarter 4 of 2010

By the end of quarter 4 of 2010 Stan Ipcus will generate total revenue of 4,500 US dollars.

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C. Situation Analysis

WeaknessesStan Ipcus has limited capital.• Stan Ipcus is currently employed with the Cultural Arts • Center in Mount Kisco, New York. Having this job may conflict with the busy schedule of being a live entertainer.Stan Ipcus is an independent artist with not a great deal of • funds behind him.Seeing as he does not currently have a recording contract, • he is unable to advertise on a large scale and get seen by bigger venues.

Strengths

• Don’t Need a Label Anymore“You really don’t need a major label to pick you up in order to become hugely successful. Matter of fact, a lot of indie artists are finding it a lot easier to put their time and effort into promoting themselves. With internet radio, a lot more people are granted access to musicians than terrestrial radio, you have the ability to get “radio airplay” in your genre of music, even if you don’t fit with any mainstream stations.”1

• Bars and Night Clubs: Executive Insight“Specializing in a particular genre of music or dance, like hip-hop or salsa, can help companies develop a loyal customer following.”2

• Has performed and is in good standing with the following organizations:The Thirsty Turtle, Pianos, the Knitting Factory, WNYU 89.1, Hammerstein Ballroom, Manhattan Center, Webster Hall, Roseland Ballroom, Summer Unity Tour, and the Rosenberg Hot 97 Morning Show.

• Restaurants with Live Music Are Drawing Crowds in Our Bad Economy “In this bad economy a restaurant has to be unique to successful. Live music can make almost any dining experience more enjoyable and it will bring in a crowd.”3

Opportunities

Stan Ipcus is the Jewish rapper from White Plains, New York, who represents the hip hop culture of his region with authentic styles of lyrical word play, authentic beats, and a live performance that is unparalleled by any other rap artist in the history of hip hop music. Stan isn’t the typical copycat white rapper. Stan Ipcus has a niche competitive advantage.

D. Competitive Advantage

Product development-Daniel Isenberg is presenting a new product (Stan Ipcus) to an already existing niche market (various live music venues located along the east coast).

E. Strategic direction

• Entertaining at home has become very popular as the economy slows.

• Economy has live entertainment tickets at all time low.

• The New Entertainment License“The current law has hindered the development of live music because a public entertainment license in some local authority areas can be very expensive. The new system will remove that current disincentive. For example, a small pub that wants to put on live music can obtain at the same time a single premises license permitting the sale of alcohol and the provision of live music for the same cost as a license solely permitting the sale of alcohol. We therefore expect to see more venues taking advantage of these changes.”4

Threats

The target market Stan Ipcus is aiming to capture are live music venues, conferences, radio stations, and festivals similar to: The Knitting Factory, which is a New York city concert house and music club originally specializing in experimental music and jazz, also The Brooklyn Hip Hop Festival, which hosts a series of events that celebrate hip hop music and it’s culture. Also, bars, night clubs, and radio stations that line the northeastern coast of North America. The basis of segmentation focuses both on the geographic and the demographic traits of our target market:

• Population Density 300+

• Location: Bars, night clubs, and radio stations that line the

northeastern coast of North America.

• Environment: Such venues are located in regions that are predominantly

affluent and well educated, and contains many college campuses and is accessible via all forms of transportation.

F. Marketing Strategy:Market Segmentation

Stan Ipcus expresses the slang, attitude, personality, intelligence, wit, hip hop knowledge and culture of the area he grew up. The story of the rapper, Stan Ipcus began in Oakland, California, where he was born in 1978. His mom was a piano teacher, his dad a Music Camp Director. He spent the first three months of his life living in a three-sided cabin at the camp, surrounded by hippies, music, and other strong influences. At five years old his family headed east for White Plains, New York. He grew up there; playing sports, taking piano lessons, and listening to hip hop music. He grew up right outside the NYC area in a suburban yet very diverse city, White Plains. It was here were he built a wealth of hip hop experiences that helped shape him into the person he is to day.

Daniel Isenberg is college educated, and comes from a good family. He is currently a youth leader with respect from the younger generation, and a person with a wealth of music knowledge. He owns all the classic albums and knows them front to back, making him a true hip hop head (devoted lover of the hip hop genre in all aspects)

Together, Daniel Isenberg aka Stan Ipcus is a NY suburban white Jewish young man who embodies hip hop and represents the hip hop culture of his region with authentic styles of lyrics, instrumental, and live performance routines that are unparalleled by any other rap artist in the history of hip hop music. Daniel Isenberg makes quality music that follows in the traditions of the greats that all hip hop fans looked up to growing up in the 70’s ,80’s, and early 90’s.

G. Marketing mix1. Product

Any agreements must established by both parties signing the contract constructed by Daniel Isenberg(Stan Ipcus).Information in the contract will included the following:

• Name of Purchaser or Buyer (Name of the Club Promoter)• Name of Artist• Terms of the Deal: The deal you accepted and the amount of

money you’ll get paid• Date of Event• Set Length • Deposit (if any)• who will pay to whom• How much will be paid to payee• When will payer pay payee • Admission Fee (Ticket Price) • Capacity of the Venue

A competitive pricing strategy will be used. The following are the most common pricings for live performers (The Business of Live Performance by Chris Knab- Four front Media & Music):

• Flat or Guarantee Example: $300• Versus Example: $300 or 30% door (which ever is higher)• Plus Example: $300 plus 30% door

2. Pricing

A selective distribution strategy is the best approach for Stan Ipcus who is being marketed towards the Mid to North East Coast music venues; this decision was based on the product and target markets relative geographical position. The decision also reflects the overall persona of the product. Venues include the following but are not limited to:

• The Thirsty Turtle- The Thirsty Turtle is the largest bar in College Park.

• Webster Hall- It Acts as a nightclub, concert venue and corporate events center, and as a recording venue.

• Hot 97- a high-profile rhythmic radio station in New York City under the corporate ownership of Emmis Communications.

• The Knitting Factory- is a New York City music club and concert house, originally specializing in jazz and experimental music.

• Bay Street Night Club- The best 30 and over club in the Dc area. Good music and a grown and sexy crowd.

• 9:30- A nightclub and concert venue in Washington, D.C.

• Nightlight- a private membership club that hosts private parties carries a practice space, hosts birthday bashes and graduation celebrations.

3. Distribution

Maryland Delaware PennsylvaniaNew jerseyNew York

H. Promotional mix

Advertising will promote product features and benefits. Acquire a minimum of 4 bookings by spring 2011.

Convince the consumer that Stan Ipcus provides a live performances that truly enhances a music venues overall atmosphere image.

Promote benefits/features of the product by using descriptive words to describe overall live performances by Stan Ipcus The success of the advertising will be measured with a weekly assessment of how many downloads and how bookings have been made in the first three months of implementation.

Objective:

Strategy:

Tactics:

Evaluation:

1. Advertising

2. Public Relation

Public relations will establish Stan Ipcus as a live performer who cares about educating, innovating, and entertaining. Agree to 15 performances for music venues along the east coast, 1 radio appearance, and 4 blog interview before quarter of 2010.

Stan Ipcus will host/participate showcases, musical conferences, and associations aligned with objective.

Stan Ipcus will contact popular music venues and conferences like; The Knitting Factory which is a New York City concert house and music club originally specializing in experimental music and jazz, and the Brooklyn Hip Hop Festival that hosts a series of events that celebrate hip hop music and its culture. Stan Ipcus will also contact www.naghright.com and long time friend and mutual fan Peter Rosenberg of Hot 97’s Morning Show to set up interview dates and discussion topics.

By the end of winter 2011 Stan Ipcus should have generated total revenue of 4,500$.

Objective:

Strategy:

Tactics:

Evaluation:

FREE ADMISSI

ON

WITH SPECIAL

INVITATION

WWW.MYSPACE.COM/STANIPCUSBooking Information

WWW.MYSPACE.COM/STANIPCUSWWW.HBO.COM/HOWTOMAKEITINAMERICA

FREE ADMISSION

WITH SPECIAL INVITATIO

N

Booking Information

Sales promotions will encourage music venues and radio stations to book Stan Ipcus for special events.Generate revenue of $250 by the end of quarter 3

Stan Ipcus will present music venues with incentives that will convince them to book Ipcus for future special events.

Stan Ipcus will open for other performing artist for 50$ a set. Success will be measured by the total revenue gained by the end of Winter 2011.

Objective:

Strategy:

Tactics:

Evaluation:

3. Sales Promotion

Showcase Stan Ipcus as an independent recording artist, who will meet and exceed targets expectations and anticipate and service the customer’s needs.Acquire 13+ bookings for Spring 2012.

Stan Ipcus will create opportunities for face to face promotions/sales.

E-mail prospects footage and feed back of shows prior, with customer review.

Ipcus Will set up a meeting/conference with owner or buyer and present a well crafted press kit with promotional tools (shirts, CD, wristband, hat and other promotional goodies) After the kit has been transferred to buyer/owner discussions of future performances can begin.

Evaluation will be based on how many special event deals are able to be finalized and closed by the end of Winter 2011.

4. Personal selling

Evaluation:

Strategy:

Tactics:

Objective:

Works cited

http://jagmmp.com/music_articles/record_deal_or_independent_artist.html

http://aii.firstresearchlearn.com/industry aspx?chapter=0&pid=277

http://ezinearticles.com/? Restaurants-With-Live-Music-Are-Drawing-Crowds-in-Our-Bad-Economy---3-No-Cost-Ways-to-Get-

Live-Music&id=1996678

http://www.btinternet.com/~jazzworld/newlicen.htm

EvaluationEvaluation will determine the effectiveness of advertising efforts through electronic surveys and other quantitative research methods.

Evaluation will also present new concepts through qualitative research focus groups. We will also track awareness and communication of messages through a digital survey administered to clients.

stan marketing plan

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