Creative Briefs & Marketing Solutions - Task 4 - Press Release

Liquid Night Club Launches New Themed Nights Including a Live Performance From The 1975

New alternative music themed nights launched in Liquid & Envy

PORTSMOUTH - Feb. 1, 2014 -  Get ready to enjoy the best sound in the south, and get your tickets to see The 1975 Live at Liquid & Envy. 

Portsmouth's well known Liquid & Envy night club is to release a brand new themed night, once a week, every Monday. 'Mental Mondays' is the first alternative student night to hit Portsmouth.

The event will host a live performance from The 1975 in April 2014. Look for your tickets online until the end of March. 

"This event is going to be a sell out," said Mr Sample, General Manager, Liquid Nightclub- Portsmouth. "Providing students with yet another genre of music at Liquid Night Club. The student prices are yet another reason to visit the clubs new themed night." 

"We are really excited to perform at such a new venue for us, we can't wait." Said Matthew Healey, Guitarist, The 1975. "It's going to be a sell out, I look forward to performing there." 

Liquid Night Club customers can enjoy a free promotion for the first "Mental Mondays' event. A coupon for a free drink upon entry. The coupon can be found online, as well as being given out around the Portsmouth area. 

About Liquid Night Club
The UK's leading nightclub brand combines state-of-the-art lighting, sound and laser technology with stunning 360-degree graphics and visuals to enhance the clubbing experience. 
Liquid's contemporary and award-winning design coupled with the country's top DJs and PAs help to attract clubbers back time and time again for an incomparable experience at the home of music. 
Portsmouth also has a second room, Envy, which is targeted to the more sophisticated clubber with a widening the appeal. 
Formally known as Time & Envy on Southsea seafront, Liquid & Envy has set a high-standard for clubbers since its move to the centre of town. A purpose built nightclub with the largest capacity and spectacular lighting and video, Liquid and Envy has had the privilege of hosting some of the biggest acts in the music industry, from Tinie Tempah to Calvin Harris. The Nightclub is soon to host The 1975, another huge act in the music industry. 

Creative Briefs & Marketing Solutions - Task 4 - PR Activities - Events

PR activities- Events

The purpose of the events is to add unique selling points to the night club. 

Calendar of Events-



 April Events consist of the launch of the permanent event 'Mental Mondays' including a Live performance from The 1975 on the 21st April. Mental Mondays is an alternative music night which should encourage a wider crowd to the night club. The live band should entice people to permanently attend the Monday events. 











May Events contain Mental Mondays every week as well as the 'Sunday Fun-day Bank Holiday Party' this is held on the Sunday night. The main attraction to the Sunday Fun-day is the paint party theme. 
The event will host cannons shooting neon paint into the crowd. This would be a unique selling point to the night club as there would be little or no competition on the Sunday night and the UV paint would be a USP. 

June continues the Mental Mondays. The main event in June is the 'Summer Starter Party'. This is a summer themed night. The venue will be decorated with palm trees and guests will gain free entry if they come in fancy dress ( Hawaiian shirt etc )

April
The 1975 live will bring in a wider audience and help compete with the current competition. 

Once there has been a live event at the 'mental mondays'  it will encourage the audience to return and give the permanent monday event a good reputation. This event is to encourage a new crowd. 

May
The bank holiday party should bring in a wider audience as the following day is a bank holiday and it creates an extra night out on the weekend. The UV paint party theme will encourage a lot of new customers into the club as there is no similar events in the area. This event is to celebrate bank holiday weekend. 



June
The summer starter party is a themed night which will encourage people to attend as it is out of the ordinary for a Saturday night out. The main enticement is the fact that free entry is available to those in fancy dress. This is good for students and it will promote the event in photographs and give the night club a good reputation if the night out is a good one. This event is to celebrate the start of summer. 

Creative Briefs & Marketing Solutions - Task 4 - Print Marketing

Print Marketing

Mental Mondays

One aspect of the action plan was to expand the target audience and improve popularity with themed evenings and events. 'Mental Mondays' is an alternative music night every monday at liquid.



Here is the logo for the event 'Mental Mondays'. 

It is simple, yet effective. The logo will be displayed in the venue on the themed night. For example, hanging from the ceiling like other promotions such as 'super sonic saturdays'. This is also self promoted when seen in photos. 

This will be given out in the format of business cards with drink promotions on the back. This will entitle the holder of the card a free drink at the nightclub. It will be a convenient size and fit in the wallet / purse of the recipient. This will also advertise the themed night. The drink promotion will be available in order to entice people in.











The leaflets for the event will be handed out in local areas like Commercial Road, Albert Road and Gunwharf Quays. 
This will be alongside a Social Media campaign which will have promoters and events on Facebook which will raise awareness.  





















The poster will be displayed as a hanging banner outside the nightclub. This will be effective as the location is perfect to get noticed as it will be visible right from the train station and around the corner from commercial road. 

Sunday Fun-day

Sunday Fun day is a unique selling point as there will be little or no competition on the evening of the event. The night out will feature paint cannons blasting the dance floor. This is a USP and will defeat any competition. 

Logo:

The logo for the event will be used for promotion techniques such as social networking promotion and 









Here is the promotion poster for the event: 

The poster will be displayed on social networking website as headers and online advertisement. 

Creative Briefs & Marketing Solutions - Task 3

A) Mind map - initial ideas 

B) Marketing strategy :

The aim of the campaign is to re invent liquid night club and increase popularity by introducing a range of events including USP of the club. 

The campaign seeks to achieve a rise in popularity and widen the target audience. The strategy will be implemented by a range of advertising and promotion events.

C) Marketing Plan

Production definition-

Situation analysis-

S- 

Internal-

1. Liquid nightclub is the club with the largest dance floor in th area.

2. It is a big chain brand with a large budget therefore can afford celebrity appearances and often has appearances and acts visit.

3. 

External-

1. Portsmouth as an area has a good reputation for a night out, being one of the best ranked in the UK.

2. Good location- Transport links nearby (train station and taxi rank) and places to eat.

3. The chain Liquid is well known across the  UK.

W-

Internal-

1. There is not a variety of music or internal bars unlike Tiger Tiger. 

2. The prices are not as competitive as they could be. (No happy hours etc)

3. It limits it's income to certain nights of the week unlike other bars which are always open for a fee drinks (wetherspoons etc)

External-

1. The club has begun to get a bad reputation by young people in the area.

2.  Other competitors decreasing prices and improving their clubs.

3. The club is individually in he town unlike others which allow customers to come in from other bars for example gunwharf and Palmerston road etc.

O-

Internal-

1. Opportunities to improve the aesthetics of the club.

2. Opportunities to expand the area of the club with it's location being a detached building.

3. More events and promotions.

External- (can't be controlled or adapted by the club) 

1. Business would improve with accommodation nearby for those looking for a weekend away.

2. Lower priced transport . Taxis / Trains.

3. Competitors having shorter opening hours and closing earlier would encourage people to go to Liquid afterwards.

T-

Internal-

1. Lowering prices could beat competition. 

2. Compete with other clubs by hosting more events which other clubs do not (USP)

3. 

External-

1. There is a lot of competition in the area for pubs and nightlife.

2. Many of the customers are students who can only afford student prices and student nights.

3. The recession means not many people can afford nights out.

Competitive environment-

The main competition is Tiger Tiger night club. Liquid night club is similar to Tiger Tiger. Both clubs have the same target audience , prices, student nights and similar events. For example Joey Essex (The Only Way Is Essex) visited Liquid night club and Jamie Laing (Made In Chelsea) visited Tiger Tiger night club. The difference between the two clubs is the reputation. Liquid has begun to get a bad reputation. Tiger Tiger has more variation in music genres.

Another competitor is Astoria Night Club. After opening recently, Astoria has taken away the majority of Liquids target audience. These two clubs are very similar with music genres and target audiences. As it is a new club, the majority of people now choose this alternative.

Target market/research data-

Liquids current target audience is 18-21 year olds with an interest in mainstream/house music. The marketing campaign plans to target a wider audience with a wide age range and interest in music. The main problem with Liquid is that it is too specific to it's target audience whereas Tiger Tiger is more varied. Astoria also has alternative music nights to widen the target audience. 

Budget-

Liquid and Envy is a large chain with a large budget. In order to fully endource the club including celebrities, marketing strategies and sales tactics the budget will be set at a quarter of a million. This could possibly include re development of the clubs interior.

Action plan-

The plan is to re-invent liquid night club and market it as if it were a brand new club in order to beat competitors. In order to do this there will be themed nights and promotions for example an alternative music night. 
There must be a USP in order for the target audience to choose liquid night club over other competitors. The best way to do this is to have a variation of nights and promotion events for example a paint party or foam party.

The marketing campaign will promote these events by creating banners, posters, social networking promotions and perhaps celebrity endourcement. 

Creative Briefs & Marketing Solutions- Task 2

A) I am working on Charlie's creative brief on re marketing liquid nightclub

B) The name of my company is RMW Marketing Co.

Assignment 2- Evaluation

Evaluation

A.  Present/Analyse consumer group responses in a short report/statement.  (Approx. 400 words). What did you find out from the focus group? What suggestions were made?

A. We conducted a focus group in order to get feedback from the group. The focus group contained positive feedback and suggestions for improvement. Our product is a virtual changing room tablet, priced at an estimate of £100-£150. The most popular suggestion from our focus group was a lower price. The group suggested that the product idea/proposal was very good but the price would lower chances of success. Almost everyone in the focus group agreed that an app for an existing tablet or phone would be more practical and affordable. From the focus group, we found room for improvement with our product for example the logo. Although the focus group made good suggestions, we feel our product would be better off as a tablet than an app. 

B.  Make appropriate changes to the PRODUCT PROPOSAL in the light of the above responses. Go back to original product proposal and make relevant amendments (use alternative colour to differentiate original proposal and amendments).

C.   Evaluate the effectiveness of the research methods and outcomes, as part of the Product Development process.  (Approx. 400 - 600 words. Use the following headings).

Ø  The Task - 

Our task was to design a product and come up with a proposal. Our initial idea was technology. We found a gap in the market when it came to fashion technology. When we researched we found that there were no similar existing products other than tablets themselves. H&M website currently have a virtual changing room however this is no different to seeing the product on the mannequin as the body shape and size is custom to the website. We saw this as a gap in the market which we could fill. The change me tablet is personal and custom to the user, and there are no other products like this. We used market research and focus groups to determine whether the product would be successful. 

Ø  The Methodology -

We made a powerpoint with information about the product and handed out visual aids of what the product would look like. We conducted a focus group of 5-6 people. We presented to the focus group allowing time for them to ask questions and find out all the information they needed in order to give feedback. We gave out questionnaires of key questions like 'what do you think of the product?' and 'would you buy it and why?'. 

Ø  The Feedback – Evaluate how effective the focus group method is. What did you learn? Would you use it again (explain your answer)? Explain how effective it was for this project.

Conducting a focus group was an effective way of obtaining feedback. 

Ø  The Performance – Evaluate the group’s performance in relation to the research. Positives? Negatives? What would you differently, if you were to do it again?

Assignment 2- Change Me Tablet

Change me tablet- virtual changing rooms 

The Virtual Changing Room is available for both sexes. 
There are 2 logos for Change Me.  Each logo will apply to the home screen of the tablet when either male or female is selected.

Changing Rooms

The Change Me Tablet allows the audience to try on clothes and see what they look like in them effortlessly. 

The device scans the exact body shape and height which allows the tablet to show what the item of clothing will look like on your body exactly, rather than looking at the mannequin or model online. This allows the tablet to define the right clothing size. 

The purpose of this product is to save time for those with a busy lifestyle and just make the overall shopping experience quicker. 


There is a gap in the market for this 
tablet as a lot of people are doing their clothes shopping online in order to get the best deals and not have to leave the house. This tablet will enable people to virtually 'try on' their clothes before buying them. The tablet allows online shopping to be done on any clothing website.

Hair/Makeup

The Change Me tablet also contains a feature which allows customers to try different shades of makeup on their real skin tones and face shape etc. 

There is also an opportunity to try other hairstyles and hair colours under this setting. This is a good need in the market as it will allow people to see if a style or colour would suit them before risking the real attempt. 

The Hair & Makeup extras are available in expansion packs at around £50 each. 

Front of box packaging 

The front of the box is similar to other tablet styles. The colours used are classy and not tacky which reflects the price of the product.

The front of the box design is simple and basic. This is similar to the designs of the Apple IPad packaging. Further details will be found on the back of the box. 

Back of the box