Marketing Aims- CD/DVD Cover & Magazine Advert

Target Consumer	Our primary target audience would consist of mostly females within the age range of 19-24, who are mostly students and unmarried. Our secondary target audience is would be males who are again within the age ranges of 12-18 or 25-30 who are employed. We found these results by conducting a questionnaire; the results are posted on our blogs (Under the heading -Demographics survey results). Furthermore we are aiming to create a crossover of target audiences as we are aspiring to target some people from America (USA) too.
Unique Selling Point	Firstly we will make Lizzie seem like someone young females will look up to and aspire to become like. This will be done by making her sexually appealing to the male audience so that the males will talk about her thus making the girls want to be like her, techniques such as the bare legs and the use of one leg tastefully raised. The same picture on the Digipack cover used on the magazine advert also creates a constant image of Lizzie making her instantly recognisable. These techniques will allow a steady fan base as Lizzie becomes a more recognised figure of the R'n'B society and creating a name and image for herself . Secondly the use of Lizzie’s sexual appeal will help broaden her fan base to a more male audience too allowing her to appeal to both genders and selling more of her product. Her British heritage will be the main unique selling point as many successful R’n’B singers are mainly American. Although it may be a challenge to make her appealing as a product in America it might prove successful as the USA are forever intrigued with British Artists. Having the British Heritage further allows her to appeal to a wider diaspera of people from a variety of cultures and countries.
Attention/Awareness	Due to the technological developments there are many ways to raise awareness about our unsigned artist for example the extremely popular website www.Facebook.com and www.Twitter.com where fans are able to 'follow' and add the artist, awareness of the artist herself will grow and more people will start curiously seeing what her product has to offer. Furthermore such social networking sites are perfect places for promotions thus allowing many advert, promotions of gigs etc to be posted directly through the internet were thousands of social networking site users are able to become either a part of the promotion or interested in buying the digipack or going to live events. Thanks to ongoing technoligical advancements these actions such as promotions and downloading of the song, video etc are able to be performed almost instantly to thousands if not millions of people.
Interest	Her image appeals to the target audience as she is dressed in the latest clothes fashions therefore young females will think that she is on the same level as them thus allowing the audience to relate to her. Her sexual appeal helps sell products because sex sells and as an upcoming artist she will need to perform any trick in the book to get her noticed and interesting. Her song and adverts raise interest through the mystery of her image, who is she? what has she got to say?
Desire	The sexual appeal throughout the digipack and advert will give the male or even female audience a desire to keep an eye out for her. The synergy throughout the digipack and advert will make her instantly recognisable wherever people go they will recognise the CD/DVD cover from the advert or vise versa, this might even create a desire for knowledge to see what her product is about and what she has to say.
Action	Already have posted the advert on networking sites such as www.facebook.com, we have provided some DJ's with a copy of the song to check it out and provided some copies of our adverts.
Product	CD/DVD covers features pictures of only the artist. She is the sole focus of the product and all attention must be drawn to her as she is a newcomer and not a recognisable celebrity yet therefore all effort must be made to drill images of our artists into the audience and members of the publics heads. Magazine Advert features the same picture of Lizzie from the cover as well as the CD/DVD digipack cover, this will again help the audience recognise her instantly from previous images thus building her status.  The themes throughout will be black and gold.
Price	The digipack will be £4.99 (inc. VAT) not too little that people will doubt the quality of her performance and her product and not to much that people will not buy it as not to 'risk it' incase they don't like it. Furthermore she is not a distinguished artist yet therefore we have to start slightly lower than all the other R'n'B stars and their products. Additionally we need to set a reasonable price so that our target audience are able to afford the products.
Place and Promotion	Digipacks will be firstly sold in independent music stores and advertised there to start off with. Slowly we will move onto the larger stores and promote the digipack there such as HMV.  However simultaneously we will be constantly promoting Lizzie on social networking sites and providing independent Dj's with copies off her album as well as small independent radio stations to start off with such as RadioBrunel then moving up to bigger mainstream radio stations such as CapitalFM and Choice