Referring to the attached word document, mention:
- What was good? What was not so good?
- What else could have been done?
Be sure to use the marketing models, terms, and concepts we discussed during the course.
Comment on content, use of graphics, terminology, and most important, whether or not you think the marketing plan will encourage potential customers to inquire about or buy the product or service.
minnumum of 300 words which is around 1 page
Stella BastArt Marketing Plan
Table of Contents
· Introduction
· Brand Description
· Mission
· Vision
· Objectives and Goals
· SWOT Analysis
· Market Analysis
· Marketing Strategies – Four P’s Plan
· Target Market
· Market Segmentation
· Social Media Plan
· Ideas to Success
Introduction
This Stella BastArt Marketing Plan has been developed for an artist, her work and services. In other words, selling her as a whole – to sell her potential, her previous work, and her new work – not just a product. The lack of information and guidance on how to introduce and handle her creative work as monetary means and not only as self-realization activity, has raised the need to add the business tools available to lead her broad creativity and multiple different skills to become a successful profession with opportunities for sales, exhibitions, commissions and contracts.
Brand Description
Stella BastArt is owned by an artist (film producer and director) that uses music as her inspiration for drawings and paintings. On the other hand, she is a community manager, offering her services to others and for herself – her own audience consists of more than 12 thousand followers. At the moment, she is starting Stella BastArt’s podcast project in the South of France, where she wants to be known by her brand. The brand seeks to incorporate art in everyday-life objects, like paintings, clothing and mugs, among others.
Mission
Stella BastArt’s mission is to enhance people’s lives through fun, inspiration, creativity and self-expression! As well as to provide education while communicating through music, making art, creativity, and bringing an excellent service, by caring and making a positive difference in people’s lives. Her slogans are: “Stella BastArt, music, art, and love” and “Paint the world of Love with Stella BastArt music, art and love.”
Vision
The main objective of this marketing plan is to create a strategy to make people get to know the brand and at the same time to reach their desire to get or own the brand products and services. Otherwise, without brand awareness there will be no interest or demand in Stella BastArt art and services – consequently no sales.
Objectives and Goals
Different Social Media channels will be used to make sure that the growth of Stella BastArt brand’s awareness, followers, and customers objectives will be met. And its goals are to turn followers into customers and advocates, increase engagement, increase followers, shares, comments, likes, and @mentions, etc.
SWOT Analysis
Internal Strengths:
· Creativity – vivid and unlimited imagination
· Notice esthetic details that most people are not aware of
· Inventive in the use of different mediums
· Knowledge and skills on the use of traditional as well as unconventional art material.
· Distinguish from competitors
· Knowledge of media production and communication.
· Being able to easily handle many responsibilities, and switch from one task to another.
· Music lover –
· Brand starting to be recognized
Internal Weaknesses:
· No working capital – Money is a limitation because Stella BastArt does not have any working capital.
· Lack of business skills
· High production cost
· Small potential pool of customers – target market
· No strategy or marketing plan
External Opportunities:
· Environmentally friendly products
· Expand target market to other countries
· Increase brand awareness and exposure
External Threats:
· Increase in domestic and foreign competition
· Increase in industry rivalry
· Growing competition and lower profitability
Market Analysis
Artists need art marketing in order to make sure that their creativity and artwork become known by potential buyers and / or users of their services. Countless artists create wonderful artwork but do not sell, for the simple reason it is not being seen, as well if people are not aware of the artist talent, they will never request their services – as they do not know it exists.
Marketing Strategies
In order to achieve Stella BastArt marketing mix, the four P’s plan will be used to incorporate objectives and strategies that the brand aims to do and how it will reach its goals.
· Product: Stella BastArt artwork, products, and services. The products are original artwork, prints, reproductions, own and requested designs, among others. It offers services as consultant, creativity, training, production, coordination, etc. She keeps working on the brand positioning and image. She has her own style and fashion, which make her unique and therefore more desirable. She makes sure to use high quality raw material, excellent packaging – including stickers or small appreciation presents for the purchase. Excellent service and support. And offers guarantees and warranties.
· Price: It’s pricing strategy has been made by choosing an average price by a comparison between it’s the main competitors. It offers discounts when more than three artworks are being bought. The types of payments accepted are cashed, direct deposit, PayPal, and Zelle.
· Place or Distributions: It’s channels of distributions are studios, galleries, art consultants, stores, government entities, internet, and social media. The geographic coverage is local, regional, national, and worldwide. It keeps a very low inventory and storage. The Logistics for transportation and delivery worldwide has been a big issue given to the high price and long-time frame. Internet fulfillment and order process has been highly used and very successful.
· Promotion: Networking and Social Media are the main ways of advertising, offering sales promotions, keeping public relations and press, as well as making personal selling. It is planning to implement in the near future direct marketing – direct mail, email, couponing.
Target Markets
· Middle and upper-class customers.
· Professionals in the media, design, advertising worldwide.
Market Segmentation
Stella BastArt generally uses three market segmentations – based on lifestyle, demographics and psychographic characteristics. Age group: from 22 to 75 years. Gender: Male and Female. Income: medium to high income individuals. Lifestyle: modern and open minded. Behavior: art lovers and loyal customers.
Social Media Plan
Stella BastArt’s Social Media Plan includes tactical objectives to be implemented in order to accomplish its goals. She uses social media as part of her marketing strategy to introduce her brand, grow brand awareness, and grow the number of followers so that they will become regular customers. The main three social media channels she uses are Instagram, Facebook, and TikTok.
Instagram / Instagram Reels and Facebook are an excellent way to introduce the brand and all the services and products that Stella BastArt offers. It helps to reach directly the audience and by mentioning accounts and adding stickers, hashtags, etc., the brand has the opportunity to get to be known by a larger audience. Through her photos, illustrations, products, stories, and videos, she is able to increase recognition, increase engagement, establish a network, and mainly to establish her brand. To measure the metrics of success on Instagram and Facebook, she takes into account the number of impressions (the number of people who sees the post), the number of comments, likes, the engagement rate, and the growth of followers. And finally, Tiktok is being used to show videos of DIY (do it yourself) to show how she makes her products or her drawings.
Keys to Success
In the artistic market, the key to success is to be highly creative and innovative. But overall Artists have to be able to make their artworks to be known, if not the artwork will not be sold. And it is imperative to make their artwork to be highly desirable – in order to increase demand and sales.