Journal 7: Tracey's Marketing Lecture

During this week's lesson, we had a guess lecture by the very experienced Tracey, who provided us with great insights on how we could come up with a marketing strategy for Random Blends. She also introduced a few useful concepts such as the JTBD (Job To Be Done) statement, components of the creative brief, and the importance of building personas.

This was what I came up with after the lesson:

My JTBD: To project Random Blends 2017 as a unique art exhibition that combines artworks from NUS CNM students to highlight the presence of the many societal issues in both the local and global context.

My persona: Daren is 25 years old, and is a Year 4 student who is currently studying Communications and New Media at the National University of Singapore. Daren’s hobbies include photography, videography and gaming. He is a fitness junkie, and is very passionate about weightlifting. In particular, he is very interested in exploring cinematography and colour grading of films and documentaries. Daren uses Facebook very often to keep himself updated with the current news, trends and social issues.

Tracey also got us to work in groups so we could better brainstorm and come up with concrete ideas to market Random Blends. Together with Joshua, Ryan, Minyu and Koon How, we came up with the following creative brief, based on the persona of Charlie.

GET: Charlie, a young professional who is not typically interested in Art. He is a heavy consumer of digital media. He leads a fast paced lifestyle and is particularly interested in social issues

TO: Be interested in, and attend Random Blends.

BY: Showcasing the interactivity of various digital artworks and how they are meant to create a social impact in society

VIA: The following tactics:

• Paid media: Buying Facebook ads to release a promotional video of RB17, to increase audience reach. 
• Paid media: Boosting certain Facebook posts to current followers of the RB Facebook page
• Owned media: Posting content on social media platforms (eg Facebook, Instagram) to boost engagement and create awareness 
• Owned media: Launch a social media contest (get people to post their thoughts on Intercept2017 - e.g.. #TagAFriend on Instagram) If possible → Starbucks Vouchers as incentive (for winners)
• Owned media: Place signboards and floor signs to attract potential visitors already in ASM, who may not be aware of the Random Blends exhibition (Capitalising on foot traffic) 
• Earned media: Guest posting on social issues/art websites and blogs (Spread awareness and extend target audience reach) E.g. The Smart Local ‘10 interesting things to do this weekend’ 

Though the lesson was pretty short, I felt that I've learnt so much from Tracey and got a clearer idea of how our marketing team could approach the strategy for RB Interceptions! Yay!