Task 2 Magpie Case Study
- 1. Task 2 – musicMagpie Case Study Aby Jones
- 2. • MusicMagpie.co.uk had rather challenging targets for growth for 2013. • In order to achieve this, they planned to raise awareness for it’s ‘cash for CDs, DVDs, games and tech’ service • The audience was made up of 18-45 year olds • It needed an increase in visits to it’s website and more importantly, an increase in conversions.
- 3. Here we can see that BOTTLE have been involved with getting musicMagpie’s business out there, they use a range of marketing and PR techniques to help them do this. By doing this, they are doing market research – they’re beginning to look in to the target market and the motivation of the actual company. This is borderline market strategy as they are beginning to look at ways on how to get the product/service out to the consumers, as stated, they’re making sure the consumers trust the service before they actually use it – and that is the aim.
- 4. “We wanted to get influential personal finance experts on board with musicMagpie and to utilize success stories of existing customers.” This is also market strategy as it’s beginning to explain it’s plans on how to get it’s market across to people – utilizing it’s success stories will appeal to consumers because it shows that it effectively does it’s job and thus provides trust and security. This clearly shows the use of advertising to get their products out there, they put up advertisements that targeted national broadcast, this included their own radio ad during the breaks, they also got a TV commercial to get their product out there – not only that but they went in to online media, social networking sites such as, ‘Facebook‘ now offer the chance to use musicMagpie as an app on their website. They also targeted specific magazines that followed a similar demographic as them – which then relates to market analysis/market research.
- 5. Thanks to their market research/market analysis they were able to aim at a direct demographic, choosing to target specific magazines and websites to attract the likes of gamers, music lovers, clothing enthusiasts and so on. This is also a form of brand promotion, it’s getting the company out there, making sure it gets consumers, making sure it’s making money and reaching the targets. Not only was this brand promotion but it was also positive publicity and managing the message altogether, it’s brand promotion because it’s ensuring that the product is sold and the service is used, it’s positive publicity because they’ve teamed up with a charity to show that they have their charity partnerships and this will have a very positive effect on the company both for the way consumers view it and the influx of consumers that should be brought with it. And because it’s positive, it’s managing the message to ensure that the company is seen in a positive light; this actually also links in to damage limitation because part of it is ensuring that there is always a positive climate, which is what they’re doing here.
- 6. In a way, this is musicmagpie’s way of organizing an event – they teamed up with one of their charity partnership's, Ben’s Music Foundation to raise money and awareness – they do this by collecting CD’s, DVD’s and games and donating 50p to the charity for every purchase they make.