MARKETING POSITION SUMMARY FOR “THIRD BLIND EYE”

BAND
(Word Count: 940 plus exhibits and references)

Introduction:
An existing band formed by alumni of Kansas University. All members
are full-time professionals that play for “fun”. They practice every
Thursday and play in clubs on the weekends and by request at private
functions. The band primarily plays songs from the 60s.

Positioning Statement:
A band that caterers to professionals that enjoy good wine or craft
beers and 60’s music and value social networking at local bars or
clubs.

Situation Analysis:
A. Customer. Using some elements of the 5W model, we
determine that their customers are a narrow demographic of
busy professionals who frequent bars/clubs that serve good
wines and craft beers. These are middle-aged people that enjoy
music from the 60’s. The locations tend to be “upscale”
neighborhoods with more expensive menu items. Many locations
are close to Kansas University (KU) and both alums and people
who are employees of KU are frequent customers. Some
customers have no preference/loyalty to the bar or the club and
simply attend to support the members of the band. Thus,
customers are prone to develop long-term relationships. The
customers in this demographic tend to be good tippers, which
makes it easier to convince bar owners to rent this band.
Potential customers include employees of other major
Universities/Colleges in the area and middle-aged working adults
in the greater Kansas City area that would include St. Joseph in
the North, Atchison in the Northwest, Liberty in the Northeast
and Olathe in the South. The band has a wide geographic area to
exploit.

B. External. Competition. The group faces brand competition

from better recognized bands. Product competitors include
karaoke bars and those that play recorded music of the same
genre. Generic competitors are clubs that offer wines and beer
but play no music. Discotheques and bars that play loud music
are not competitors as they cater to a different demographic
segment. Budget competitors for this band’s demographic
include other social events held at KU and UMKC, and nearby

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 theatres and plays. Thus, the band needs to focus on a narrow
target segment.

PEST. This demographic is likely to continue to use these venues

to socialize and less likely to face economic downturns.
Institutions like KU provide employment to a large number of
people with technical and professional skills. The economic
growth has been steady in the greater Kansas City area and so
this demographic is likely to remain strong both economically
and in numbers. While technological advances are important in
the music business, the psychographical segmentation is such
that these people will continue to value a live performance.
Sociocultural trends favor continued band following as the social
aspect of networking at such venues remains desirable. This
means that exiting opportunities and threats will change little in
the near future.

Target Market:
Single segment targeting is best for this band. We will exploit the
demographic and venues detailed above and the emotional aspect of
supporting alums in our marketing elements.

Marketing Segmentation:
The variables used in market segmentation are listed in the table
below and give us a good idea of the composition and attributes of this
band’s target segment. We will use this information to formulate a
strategic direction and marketing program elements.

Behavioral
Benefits Sought Entertainment, nostalgia of 60’s music played by
a live band
Situations Social networking events or weekends
Price Sensitivity Price insensitive
Demographic
Age 35-64 years
Gender Male and female
Income Above $50,000
Occupation Technical and professional, some managers and
homemakers
Education Mostly graduate or postgraduate, some college
Family Life Cycle Married with teenage or grown children
Social Class Affluent
Psychographic
Personality Outgoing, confident, civic minded
Lifestyle Emphasize social networking

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Motives Social networking, entertainment
Geographic
Region Greater Kansas City area as detailed above
Affiliation
Institutions/Groups Alums and employees of KU & UMKC

Marketing Strategy:
The band is formed of professionals who take time off from their busy
lives to enjoy camaraderie and follow their passion of music. Their
intent is to keep this group recreational. The marketing strategy will be
conservative to align with these goals.

Marketing Communication:
Advertising.
1. Alumni websites of KU & UMKC. The local chapters allow for free
advertising on social medial portals of the respective chapters for
alums and members.
2. Alumni magazine of KU (local print distribution only). These will
market directly to the target demographic, reaching 16,000 local
alums. We will use monthly 1/3 page advertisements.
3. Banners and posters. We will use two 24” x 72” color banners to
advertise at the bar or club where the band will be playing that
weekend. Color posters, 18” x 24”, will be displayed at high-
traffic areas (and where allowed) of KU and UMKC. Additionally,
they will be handed out to some of the band’s loyal supporters
for them to display the posters at their places of work.
4. Radio advertising in Kansas City listening area and print
advertising in local newspapers. These two are excellent tools for
mass media advertisement. Radio advertisement in the KC area
is $111 for a 60 second slot. Newspaper advertisements are
cheaper. However, they are both too broad in their reach and are
not recommended as part of our marketing strategy for this
band.
Public Relations.
1. The group will use word-of-mouth publicity as its customers are
fellow professionals and alums who support their cause. Color
posters will be handed to those that can display them in
prominent locations such as libraries, office break rooms and
lunges, and meeting rooms where allowed.
2. Band website that will list their upcoming performances.
Promotions.
These will include the band’s pre-recorded audio CDs for sale ($10/CD)
and personalized pens with the band’s logo and website to be given
out free at events.

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Exhibit 1: Marketing Communications.
Advertising Tool Cost Per Cost
Unit
Alum websites None None
24” x 72” banners (#2) $75 $150
18” x 24” posters (#25) --- $365
Pre-recorded audio CD (#500) $235/100CDs, $1175, with expected
for sale for returns of $3825
$10
Webhosting with domain name $7.50/month $90 (1 year)
1/3 page advertisement in $611/month $7332 (1 year)
Alum magazine
Custom printed pens (#1000) $0.55/pen + $565.95
$15.95 set up
Total Cost --- $9677.95
Net Cost after sale of CDs --- $5852.95

References:
1. How Much Does Radio Advertising Cost in Kansas City? - How to
Budget Radio with Kansas City Rates and Prices. Accessed from
http://www.radioloungeusa.com/how-much-does-radio-
advertising-cost-in-kansas-city---how-to-budget-radio-with-
kansas-city-rates-and-prices/
2. Cost of a 24” x 72” color durable banner. Accessed from
http://www.officedepot.com/a/browse/signs-and-
banners/N=5+372330/
3. Cost of 25 high-quality digital 18’’ x 24” color posters. Accessed
from http://www.psprint.com/posters
4. Cost of advertising a 1/3 page color advertisement in KU Alumni
magazine. http://www.kualumni.org/kuaa_magazine_rates.html
5. University of Kansas Medical Center publication.
http://www.kualumni.org/kuaa_magazine_rates.html
6. Cost of pre-recorded audio CDs with color jacket. Accessed from
http://www.discmakers.com/selfservicequoterbeta/Default.aspx
7. Custom printed pens. Accessed from
http://www.pens.com/site/spec/;jsessionid=C24607A804143AA39
80F954CA772F555.prd-estore-ps1?productId=npc-
CTR&skuId=CTR-XXX-CXHWX-BB-
C&navAction=jump&navCount=0

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