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Communication Strategy
Timelines Showcases Hey DJ! Where It's At Anatomy of a Pop Star Gibson Interactive Studio The Great Divide Dance The Decades Pre-Show Sound Tunnel Rock Galaxy Table Talk Atlantic Crossing Transmission Playback Future Wall1 The Beat Goes On
Mission:
The mission of the BME is to advance the education and appreciation of the art, history, and science of music in Britain. Through combining museum, cutting-edge audio-visual technology, testing and a world-class archive of popular music with some of the most coveted music memorabilia of all time, the British Music Experience is a must-see for any music fan.
Objectives:
Presentation of interactive learning displays and exhibitions, public events and concerts. Acquisition, preservation, maintenance and exhibition of artistic works, instruments, papers, interviews or artefacts. Provision of research, sound recording, performance, and archiving facilities Drive visitor footfall. Based at The O2 in Greenwich, the museum faces a geographical challenge from being set away from the center of the tourism hub.
1/Marketing presentation
Price:
Adult tickets to the British Music Experience cost 12 whereas children tickets cost 6. Concessions tickets cost 8.50 (students, unemployed) Smarticket technology allows visitors to "tag" areas of the attraction and save recordings which can be accessed via the BME website. Tickets also allow visitors to claim three free iTunes downloads.
Segmentation:
Target:
The British Music Experience is mainly targeting young people, interested in music area, wishing to sing, to play guitar, guitar bass or drums and who want to discover old and new generations of music. It also target music lovers, who want to rediscover their old days and remember their childhood memories.
Indeed, BME has to appeal to the broadest imaginable church of music fans , from Punk to Disco, Mod to Heavy Metal, RnB to Rap... and be as attractive to a teenage girl as her granddad.
We can see clearly the coherence between the positioning of the museum (who they target, how they are different from the other museums) and the slogan Cmon Feel the noise. Indeed, we notice the young and fashion tone with the slanting writings but also with the colors, very flashes and diversified.
2/ Current Communication
The British Music Experience is a recent but is attracting more and more people, coming from all over the world. Despite a communication strategy somewhat few intrusive, not using all available media, the museum still manages to reach a population more focused than some other more general museums. For their strategy and communication, they asked Thinkfarm, an advertising and marketing company, to develop the brand identity and an advertising campaign to launch this new experience through British music history.
a) Media
The British Music Experience launch advertising campaign visuals build on the idea of music crossover by juxtaposing images of artists from different types and different eras to give an
idea of the breadth of the exhibition experience. Campaign activity included national press, online activity and poster campaign on tube stations. BME has selected broadcast channels according to its targets: rock music magazines, subway stations frequented by younger (Camden Town)
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Poster campaign: BME Posters & Single Pages (several tube stations)
Online:
The website, very well developed, inform on all activities and exhibitions (temporary or not) that may be discovered in the museum. Thanks to it we can buy tickets online, get practical information, get last news, be membership, know more about BME It is a veritable showcase and source of communication for the BME.
The Facebook page is unavoidable nowadays. According BME, it broadcast all the last news of the museum, music in general, videos... It stocks a lot of pictures of events already passed into or outside the museum. Focusing more on young people, it is a reliable and relevant strategy for the museum. However, they must put it forward even more because they have only 8209 fans on the page.
B) Hors media
The BME On Tour is a street marketing experience and events realised during several festival of music (Sonisphere for example) thanks to a famous English bus all decorated of the colours and universe of the BME. Inside, we can find pictures and timeline of rock and roll music. The goal is to attract people, discovering the museum experience into the bus.
First of all, The Co-operative Group, signed on as the exhibition's main sponsor, pledging to give away 15,000 tickets over the next three years, through schools, social networking sites, youth media and Co-operative stores. The BME is a registered charity and non-profit organization supported by five major sponsors:
Gibson Guitar Sennheiser, makers of microphones, headphones and audio equipment Getty Images, provider of news, sports and entertainment pictures BBC World Wide PRS for Music - The Performing Rights Society
These partnerships allow the museum to obtain and borrow any materials in its premises, developing the brand image of the different brands, distributing quality products (guitars, helmets audio ...), offering discounted or free tickets on their site.
You are crazy about music? Lets visit our British Music Experience! You want to be unbeatable on music? Lets learn all about music at British Music Experience!
Created banners online on different websites. (music, rock, young websites) The goal is to lead people to the BME website, to attract them:
Sidebar: Lets discover all about music! Advertising banners and advertising on screen during rock concerts.
The broadcast about the BME would be a very efficient communication strategy, targeting without any doubt fan music (they have paid for a concert, they can pay for a music museum)
Flyers in all the rock shop and music stores in London, with promotion
Buy a mediator Gibson and then get your free entry in the BME! Buy a drumstick ViceFirth, and then get you free entry in the BME!
Television and Radio might be too expensive for the moment. (Not enough budget and too massive strategy) Sources: http://www.britishmusicexperience.com/ http://news.bbc.co.uk/1/hi/entertainment/7929653.stm http://www.londonpass.fr/london-attractions/british-music-experience.html http://nsa-ccskills.co.uk/news/top-european-award-british-music-experience Brochures, Guide of the BME