Marketing Assignment

[Anil Gupte]

Hi Friends!

 

Here is a template I created from the lecture.  I think we need to fill out two of these – one for Content-Owners and another for Content-Viewers.  In fact, I think we need two marketing plans for these two categories. Let’s all take a shot at this template and then we can combine.  I will post mine later, again, not wanting to bias you.

 

Thanx & Regards,
Aniruddha (“Anil”) Gupte

"We are what we repeatedly do. Excellence, therefore, is not an act, but a habit."

 

[Alice Niezborala]

Hi guys

Out of the lectures, a critical point for this assignment is to understand our customers (good news being that it is usually how I work with my clients hooyoo). 

With specific objectives and an appropriate brief, I tend to analyse in more details who are our customers, profile them and give them a personality which then allow us to map their needs, touch points and routine from a 'human' perspective and accordingly develop a communication strategy.

I've attempted to do the same for L3 (one advice being, don't be my friend on social media :) )

Anyway, I've started the attached profiles that you are more than welcome to amend and complement.

This should give us a more efficient framework to brainstorm executions that are adapted to our TA.

Let me know your thoughts, amendments and so on...  I am looking forward to your feedback and contributions!

Cheers

Alice

[pawat rak]

Hi!!! all

Sorry,I just came back, :)

Hi! Anil and Alice.

I think you are Experts in Marketing :)

Anyway,we have 3 Important points on this assignment.

- Target market

- Marketing strategy

- Running marketing experiments and tracking their results

After knowing Target ...so we should do marketing experiments---

creating Marketing campaigns----

Can we buy some google adwords,a campaign on facebook,  etc.

or we will find other free online marketing tools.

[Alice Niezborala]

Guys

It is a tiny bit frustrating to see very limited exchange around the topics we are 'asked' to work on.

Indeed some have more knowledge in an area than others however we are all able to contribute, have idea and build on each other points. No idea is a bad idea but if we don't share and brainstorm, I don't really see the point of those assignments.

Anil, understand you don't want to bias the group but giving us more informations about what you've been already testing in terms of strategies, the rational behind your presence on twitter, facebook for example and data about your current audience on the platform would be very useful to help developing a more efficient umbrella strategy.

I'm personally not be available before Sunday here (saturday in the US) so please contribute, exchange and I will jump in as soon as I can.

Let's have fun and be creative - not comfortable!

Cheers

Alice

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[Anil Gupte]

Here is what I made up.

 

Also, from the Content-Viewers end, I was avoiding showing you this, but here is one of our sites: www.icinema.net and a new version is beta.icinema.net/home.php

 

Since we had not focused on Content-Viewers, this was meant to be just a showcase site.  Also, we really don’t want people downloading too much.  We want them to torrent from each other.  This makes us more capital efficient.

 

Thanx & Regards,

Aniruddha (“Anil”) Gupte

“A conclusion is the place where one got tired of thinking.” – Anonymous

To view this discussion on the web visit https://groups.google.com/d/msgid/layer3media/1DFE36DC-405D-4F81-A52E-8F5D3493369E%40gmail.com.

[Anil Gupte]

I have added two more PowerPoints to the DropBox.  Maybe this will help in the marketing.  This is the Investor presentation and the Customer presentation.

 

Thanx & Regards,

Aniruddha (“Anil”) Gupte

“A conclusion is the place where one got tired of thinking.” – Anonymous

 

From: layer...@googlegroups.com [mailto:layer...@googlegroups.com] On Behalf Of Alice Niezborala
Sent: Friday, July 19, 2013 4:10 AM
To: pawat rak
Cc: layer...@googlegroups.com
Subject: Re: [layer3media] Marketing Assignment

 

Guys

To view this discussion on the web visit https://groups.google.com/d/msgid/layer3media/1DFE36DC-405D-4F81-A52E-8F5D3493369E%40gmail.com.

[Anil Gupte]

Alice (and rest of the team):

 

Here is some more information for you.  We tried Facebook, both paid and just posting and here is a snapshot.  We are currently focusing on these three pages:

 

https://www.facebook.com/Icinema.net

https://www.facebook.com/layer3media

https://www.facebook.com/groups/icinema.net/

 

And I have been doggedly going after Twitter followers and have managed to add about 2-3 per day.  You can click on the Twitter icon in my sig to see my Twitter account.

 

We also have tried Mailing lists (MailChimp) using lists of Film-Makers and we did get a lot of interest, but it we ran out resources after some Interns left to go back to college.  Also, we have had hits on iCinema.net but not a lot of traction, because I think people don’t wan the both of downloaidng another player.  So, right now I am tossing around ideas on how to make the player more attractive.

 

Thanx & Regards,

Aniruddha (“Anil”) Gupte

“A conclusion is the place where one got tired of thinking.” – Anonymous

 

From: layer...@googlegroups.com [mailto:layer...@googlegroups.com] On Behalf Of Alice Niezborala
Sent: Friday, July 19, 2013 4:10 AM
To: pawat rak
Cc: layer...@googlegroups.com
Subject: Re: [layer3media] Marketing Assignment

 

Guys

To view this discussion on the web visit https://groups.google.com/d/msgid/layer3media/1DFE36DC-405D-4F81-A52E-8F5D3493369E%40gmail.com.

[Alice Niezborala]

Hi team, hi Anil

Thanks for sending those information through. I had a good look into all those decks and it did help to connect the dots from my end.

I have some considerations which we might be interested to explore. 

Understanding L3 previous orientation and the obstacle you are facing with the software download I thought about another type of competition but that might have encountered similar barriers from a customer perspective when it started operating: Spotify. Have you ever considered/analysed their business model?

I collated some articles that dig in great details in the platform strengths and differentiations if you are interested to check out:

Strategy and vision: http://www.deloitte.com/view/en_US/us/Industries/technology/014656e74eab9310VgnVCM2000001b56f00aRCRD.htm

Features, technical: http://www.slideshare.net/ricardovice/spotify-behind-the-scenes

versus piracy: http://musically.com/2013/07/17/is-streaming-cannibalising-piracy-spotify-dutch-study-says-ja/

Social aspect of the platform: http://www.freshaesthetics.com/blog/spotify-case-study-crazy-success-red-ocean

As L3, Spotify is a software based platform and manage to overcome this barrier. There are certainly some learnings and similarities to take out of Spotify and I believe we could apply to L3 - including:

- the development multiplatform

- the catalogue/available content

- the social integration

I've tried to download the player but, with a mac, it doesn't seem to allow the installation so seeing the portfolio with icinema was very helpful.

While I feel some discussion would be necessary in regards to L3 player development, the current content  can already be leveraged within the viewers segments whilst continuing building awareness among the young/independent film makers communities. 

With a mix of online advertising in relevant environment and an integrated content plan there is  certainly an opportunity from a marketing communication perspective to build the critical mass that is needed for L3. 

If you are interested in pushing into this direction, the following tactics could be considered:

PR: 

- white papers/reports in collaboration with cultural organisations about IP and internet

- Kickstarter campaign

Twitter: content towards industry and more technically focused

Facebook: icinema style content with reviews, recommendations, behind the scenes

LinkedIn? Tumblr - behind the scenes/ art

Partnership:

Integration with airline in-flight entertainment section - contest 

Independent films events

Culturally specific events

Pull:

Viewer Trial offer

I have some time in the morning to finalise the assignments so let me know your thoughts and we can take it from there.

Cheers

Alice

On 19/07/2013, at 10:12 PM, Anil Gupte wrote:

Alice (and rest of the team):

 

Here is some more information for you.  We tried Facebook, both paid and just posting and here is a snapshot.  We are currently focusing on these three pages:

 

https://www.facebook.com/Icinema.net

https://www.facebook.com/layer3media

https://www.facebook.com/groups/icinema.net/

 

And I have been doggedly going after Twitter followers and have managed to add about 2-3 per day.  You can click on the Twitter icon in my sig to see my Twitter account.

 

We also have tried Mailing lists (MailChimp) using lists of Film-Makers and we did get a lot of interest, but it we ran out resources after some Interns left to go back to college.  Also, we have had hits on iCinema.net but not a lot of traction, because I think people don’t wan the both of downloaidng another player.  So, right now I am tossing around ideas on how to make the player more attractive.

 

Thanx & Regards,

Aniruddha (“Anil”) Gupte

“A conclusion is the place where one got tired of thinking.” – Anonymous

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[Rohan Bhargava]

respected team members
i know my participation in the team has been minimum, but the thing is that u guys r alredy so experienced that before i think smth and want to share someone or the other had already shared the thought. so when i read suggestions and etc i seriously get blank and cant get smth new.
but still smth of my field cums i really try to put smth to the project.
i hope everyone understand. i have just completed my grad and i am at learners stage.

thanking u
rohan
--------------------------------------------

On Sun, 7/21/13, Alice Niezborala <alice.ni...@gmail.com> wrote:

Subject: Re: [layer3media] Marketing Assignment

To: "Anil Gupte" <an...@gupte.net>
Cc: "'pawat rak'" <asianpop...@gmail.com>, layer...@googlegroups.com
Date: Sunday, July 21, 2013, 9:13 AM







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[Anil Gupte]

Alice:

 

Thanx for the response.  I was looking forward to it.

 

Spotify. Have you ever considered/analysed their business model?

No – but I will look into it right away.  Also, will read the other links.

 

Meanwhile, I had started on the submission of the assignment.  Unfortunately it only allows submission of one marketing page.  For a while I was toying with trying to do both and present them as options from a landing page.  Meanwhile, as a backup plan, I have just filled out the form on the assignment page and linked it to the video I had earlier sent you all.  Also, I am working on a page that I will upload shortly.

 

Thanx & Regards,

Aniruddha (“Anil”) Gupte

“A conclusion is the place where one got tired of thinking.” – Anonymous

To view this discussion on the web visit https://groups.google.com/d/msgid/layer3media/2E74DD6A-D40A-4038-8BD5-81C6A35A95DA%40gmail.com.