Direct Tv Marketing Strategy

Table of Contents

1. Introduction 2 2. Marketing Objectives 2 2.1 Sales Objectives 2 2.2 Competitive Position 3 2.3 Customer Actions Desired 4 3. Budget Preparation 4 4. Promotional Mix and Promotional Opportunities Analysis 6 4.1 Promotional Mix 6 Advertising 6 Direct Response Marketing and E-Active Marketing 6 Public Relations 6 Sales Promotions 6 4.2 Promotional Opportunities Analysis 6 4.2.1 Communication Market Analysis 6 4.2.2 Communication Objectives 8 4.2.3 Promotional Strategies and Tactics 8 5. Media Mix and Plan 9 5.1 Media Selection 9 5.1.1 Television Media Plan 10 5.1.2 Radio Advertising 10 5.1.3 Magazines and Newspaper Advertising 11 5.1.4 Internet 11 5.1.5 Direct Mail 12 5.1.6
In marketing communication, it is the first and most obvious choice. There are several advantages about TV commercial, such as high reach, high frequency potential as well as low cost per contact (Neal, Quester & Pettigrew, 2007). Moreover, TV is effective due to its broad range and its ability to quickly generate awareness and interest and even a response from the target market.
We choose specific TV stations to air a TV promo ad and broadcast other relevant programs and interviews, which we thought the target audience would be exposed to the most. This thirty-second promo advertising will be made with previous live footage in the background, and will be broadcast repeatedly two months before the concert in some TV stations. According to our research, the five most highly watched TV channels of the target market in Brisbane are: ABC, Channel Seven, Channel Nine, Channel Ten, and SBS. All of them are free television stations with a wide broad range and a large number of audiences. For most Australians, free-to-air television still means access to the analog services provided by each of the five networks (ABC, SBS, Seven, Nine and Ten), which are available to at least 94 per cent of the population (Peters, n.d.). Besides, Tokio Hotel will also come up some programs to promote their concert. Some of the most popular music programs watched is Eclipse
We encourage Tokio Hotel’s fans to take part in the communication campaign and attend the concert through Facebook, Twitter, and Official website, such as Tokio Hotel Australia (http://www.tokiohotel-australia.com/).
5.1.5 Direct Mail
Direct mail is an effect media channel to quickly produce and response. It appeals more personal and higher targeted. It is an advantageous way to build a loyal relationship between Tokio Hotel and their fans. Normally, there are two forms: direct mail and direct e-mail.
For our campaign, we are sending direct mail and direct email to our target audiences according to the connect details by Tokio Hotel’s fans. We plan to include a letter, a promotion brochure, and a reply card in our direct mail packet. The promotion brochure shows the background information (like member details, history), a concert repertoire single, and the highlight of the live. In the direct e-mail, there is a more detailed introduction about the inaugural rock concert. We also attach a secret code with the direct mail and email in a random order. With the code, audiences possibly have a chance to get an autographed