pop art
TRANSCRIPT
POP- ARTPop-Up your Art
THE POP-UP STUDENT MARKET
Bobbie, Tiffany, Charlie & Katie
BRIEF
• To turn disused spaces > pop-up student market.
• To develop media & communications outputs.
• Campaign that would encourage students.
OBJECTIVES OF THE BRIEF
• To create a brand name and overall brand for the pop-up market
• Research the brand idea and create a strong image to allow the audience to identify the brand.
• Begin target market research to gather information about the audience.
• Look into marketing and advertising techniques, to gather information and ideas about how to make a campaign to encourage students to get involved.
• Start to work on strengthening the brand and marketing ideas.
• Consider how the building will be formed into a pop-up market
AIM
To get the students to participate in the pop-up student market.
LOGO Simplistic logo design
Lips are a main symbol of Pop Art and pop culture
Red is an eye catching colour – grabs peoples attention
Basic and simplistic style
Shows our brand identity and allow people to associate the logo to our unique image
Identity
Uses and gratifications
This focuses on the idea that people are active seekers of information –seeking pleasure, creating relationships and contacts through a brand community
THEORIES BEHIND THE LOGO
Cognitive process theory
The idea that we only pay attention for 25 seconds, so we have to have an eye catching logo
Aids to attention include images, space and size are important so that its big and simple.
Katz, E., Blumler, J. and Gurevitch, M. (1973). Uses and Gratifications Research. Public Opinion Quarterly, 37(4), p.509.
Flower, L. and Hayes, J. (1981). A Cognitive Process Theory of Writing. College Composition and Communication, 32(4), p.365.
RESEARCH
• As a group we conducted primary research and market research to find out what are the best advertising and promotion techniques for our campaign.
• Market research - Questionnaire to find out critical information from our target market
• Conducted primary research – visited art gallery & pop-up market
QUESTIONNAIRE
• Vital information
• Majority of people would like to exhibit work
• Advertising techniques
• People would appreciate refreshments
• People would be willing to pay an entry fee- fund advertisements and launch and refreshments
RESULTS
POP-UP MARKET RESEARCH
‘Pop-up Margate’
FINDINGS Building
• Well lit areas – spotlights
• Distinct sections
• White walls
• Assortment of hand-made and artistic goods.
Advertisement
• Website http://margatetownteam.org.uk/
• Information on facebook ‘Margate Town Teams’ page
ART GALLERY RESEARCH
Turner Contemporary Gallery Margate
RESEARCH FINDINGSBuilding
• Open spaces
• Lots of windows – natural light
• White walls
• Modern and contemporary
Advertisement
• Website: http://www.turnercontemporary.org/
• Youtube
• Instagram – artistic way of promotion
Segment your audiences
Business objectives
Marketing objectives
Perceptions to create in 3, 6, 9 months
Messages to convey
PR & social media tools
Students producing and selling their products
At least 30 students to participate within 1 month of planning.
Promote the selling of the products
That the more they participate in the markets, the more noticed their work will become
Giving the opportunity to sell and promote their talents and products
Twitter/ Facebook/ Instagram
Student customers
To get at least 50 student customers to visit per day
Promote the products and exhibition to clients
Student budget prices for handmade arts and crafts
Student friendly environment
Twitter/ Facebook/ blogging/ Instagram/ posters
General public customers
To get a mixture of clients and ages, at least 50 people per day
To provide refreshments
Pop-up market providing a variety of products and art for all ages.
Artistic and talented individuals work on display and for sale
Radio coverage/ newspapers/ Facebook
Media Give a great pitch about our objectives.
Get media coverage and exposure across Kent
Strong awareness of what we do and produce
New and up-coming Pitch/ news release
MEDIA PLANNING TOOL
SOCIAL MEDIA
• The best way to inform students• Big part of their lives• Interactive form of promotion• Active • Can expand on a global scale• Instagram- art forum, share images• Twitter and facebook - updates
Two-Step flow of communication model• Mass media transmits messages to opinion leaders- in
this case facebook, twitter etc. • Social media transmits interpretations to the public
Katz, E. (1957). The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis. Public Opinion Quarterly, 21(1, Anniversary Issue Devoted to Twenty Years of Public Opinion Research), p.61.
OTHER FORMS OF PROMOTION
• Constant• Visual/ audio form of promotion• Traditional form of advertisement, may focus on the people that aren’t regular users of
social media• Direct marketing • reflects creativity of an artistic market
Linear Communication Model• sender encodes a message via a channel and the
message is decoded by the receiver.• We encode the message through: flyers, radio
broadcast etc. Shannon, C. E., & Weaver, W. (1949). The mathematical theory of communication. Urbana, Illinois: University of Illinois Press
FLYERS/ BUSINESS CARDS • The design
• The cognitive process theory:• We pay more attention to the top
right hand corners of the pages.• Persuasion; directly addressing the
audience ‘YOUR’
• How we will use it• Increase the involvement of
university catering- hand out with food in the canteen
• Distribute in local nightclubs in the high street and to shoppers.
Flower, L. and Hayes, J. (1981). A Cognitive Process Theory of Writing. College Composition and Communication, 32(4), p.365.
STUDENT NEWSLETTER
It will be released with the launch.
Two step flow of communication theory Audiences are passive Consume all the information
Cognitive process theoryMore likely to sell a brand image… Same logo, same red theme throughout
Flower, L. and Hayes, J. (1981). A Cognitive Process Theory of Writing. College Composition and Communication, 32(4), p.365.
Katz, E. (1957). The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis. Public Opinion Quarterly, 21(1, Anniversary Issue Devoted to Twenty Years of Public Opinion Research), p.61.
RADIO TRANSCRIPT
• KMFM• CSRFM
BUNTING AND FLAGS • Festive decoration• Artistic • Forms community• Hung around the university• Reinforces brand identity • Collaboration with uni
canteens- flags placed in cupcakes.
• QR codes- scan > website• Creativity in to practice
HOW THE STUDENTS WOULD GET INVOLVED
THE LAUNCH
When will the pop up market launch?
Where will it launch?
How will it launch?
How do people visiting pay?
Monday 20th April 12-3pm Advertisement will begin 4 weeks in advance
Canterbury
All people involved in the market will meet on the 19th April 6pm which would be explained in information packs. Build spaces and organise. Then meet 9am on the 20th April to exhibit their products and prepare.
Pay on the door
BENEFITS
Students
• Gain confidence
• Experience
• Opportunity to gain recognition
• Professional
Customers
• Appreciate new art and talent
• Cheap entry fee
• Purchase and view unique products
The council
• Build community between students and people of the area
• Making use of disused spaces
• Making money to go towards charity
Future plans
• Research in to buildings and their sustainability
• Create social media hub between students exhibiting their work
• Expansion of social media platforms – youtube, pinterest etc.
• Create sample information packs.
• Expand the idea of pop-up shops- art and design comptetions
• Integrate with other larger organisations to promote young artistic talent – e.g. National Art Gallery
Thank youAny questions?